av·a·tar noun \ˈa-və-ˌtär\
a : an incarnation in human form
b : an embodiment (as of a concept or philosophy) often in a person
c: a variant phase or version of a continuing basic entity
d: an electronic image that represents and is manipulated by a computer user (as in a computer game)
Yes, Avatar is a movie. What I want to share with you is a Customer Avatar.
The blogging course I am doing talks about defining your ideal customer. Your Customer Avatar. Many of the business websites I am working through have similar names for the same thing. Basically, identifying your ideal customer in detail. You should keep your Avatar in your mind when you are doing anything in your business – it will help you with making decisions for everything in your business.
Who is your ideal customer?
And why is it so important?
If you don’t know who your ideal customer is:
- You can’t find where they hang out online,
- You don’t know what products they already like,
- You don’t know what products they are looking for,
- You don’t know how to get your product in front of them,
- You don’t know how to they think or talk.
Who is your ideal customer?
Are they mothers? Are they stay at home mums or working mums? Are they mothers to toddlers or teenagers? You need to be specific about who they are and what they are looking for. The more I look at what other full time creative business people are doing, the more I see there is a group of customers for everyone. A lid for every pot ,as they say. But if you don’t know who your customer is, how can you go looking for them? How can you help them find you?
Here is a list of things I am working through for my Customer Avatar at the moment with my answers next to them.
Men or Women? Women.
Age? Early twenties to elderly (1 product). 30 – late 50’s (2 product)
Life specifics? Stay at home or working mums, creative/artistic women – crafters (1 product). Middle age women looking for a change of direction, to follow a new path, to fulfill a long held wish or dream. (2 product)
Customer specifics? Looking for easier and quicker ways to create “advanced” looking artwork. Enjoy creating but not traditionally artistic. Card makers, also interested in art journalling and mixed media. (1 product). Not especially artistic themselves, but like original and handmade items rather than mass produced. Looking for inspiration, motivation, support and encouragement for themselves and their friends. (2 product)
Customer personality? Want to create more “advanced” artwork. Aren’t confident with growing their art into this stage. Are looking for people and products that can help them create the artwork the want to create. That can help them go from crafter to artist. (1 product). They or a friend are going through a tough time. A mid life crisis, a divorce, a health challenge or a life do-over. Looking for something creative to give them a reminder they can meet the challenges they are facing.
Buying specifics? Have a budget especially for their craft and are particular about how they spend that money. Can be fiercely loyal to a brand or artist. Will spend up big at craft shows. Buy products on line and share artwork on line. Also go to stores where they can buy products, see demos, do their art in a social group and take classes. Do weekend retreats organized by their local store. (1 product) Don’t buy very often, are particular about what they buy. It is a splurge, not a weekly purchase. Will pay for the ideal product – want something unique and understand they will pay more for that. Want to know the artist, not just like the product. Want to feel connected to the artwork – like it speaks to them, like it was made just for them even if it isn’t a custom artwork. (2 product).
Media? Buy multiple magazines on their craft. Regularly read blogs of artists they admire. Are in online groups where they share artwork, tips, products they like. (1 product). Read magazines like Real Living, Notebook, Frankie. Conservative magazines that aren’t too gossipy or too elitist. (2 product).
I still need to flesh this out some more, clarify it all a bit more, hone it a little – but you can see where I am heading with it. Stay tuned for my next post where I will expand on how I am going to use my Avatar to clarify my products and how to use it