You took the bold step to launch your business, and it’s finally time to start creating content to get visibility, engagements, and sales.
Before you do that, you need an ideal client avatar because selling to “Joe Schmo” is not going to get you seen by those who should be buying from you.
“Who is Joe Schmoe?” You ask.
Well, Joe Schmo means “anybody.” And by the rule of marketing, this means no one in particular.
Imagine this—
An emergency occurred at your favorite coffee shop, and the owner shouted, “Somebody, call 911!” The upheaval that swallows up the place would be so crazy that no one actually calls 911.
But what if he called out to you, one of his most-loved customers, to dial 911? I’m sure you’ll drain the noise out of your head, make your way to your bag, grab your phone, and make the call.
In the same vein, if you plan to share brand messaging that converts, even before you put out any form of content, you NEED to be specific about who you’re calling out to. That way, you can ensure that your message hits home.
In this guide, I’ll tell you what an ideal client avatar is, how to create yours, and how to share conversion-led messaging that connects with this one person.
What is an ideal client avatar?
An ideal client avatar (ICA)—also known as a buyer persona, brand muse, or target client persona—is a detailed representation of the person you want to sell to.
Let’s say you’re a business coach who wants to help new business owners hit consistent $5k monthly using Instagram, and you name your ICA, Emma.
Emma will be the representation of every new business owner you’re trying to reach.
So, instead of addressing them all (using pronouns and phrases like they, you people, or you guys), which is less effective, you can simply address Emma in your content. And you can be sure that this will resonate with as many of them who fall into the category.
Now that you know why you need an ICA, let’s talk about how you can create the perfect one for your business.
Creating your ideal client avatar
It’s no secret that everyone and their grams are selling something online. But it’s not about “selling,” it’s about knowing who to sell to. Here’s how you can create an ICA that allows you to cut through the noise and own your space.
Step 1: Know who your ideal client is
You have to figure out their demographics (that is, their physical and socio-economic data) and their psychographics (that is, their psychological and behavioral patterns).
- what is their age range?
- what is their occupation?
- where do they live?
- what is their income level?
- what are their interests?
- what are their personalities?
- where do they hang out?
- what are their beliefs?
- what are their qualities?
Step 2: Know what they’re struggling with
- what is the main challenge they face (concerning the solution you offer)?
- what pain points are they struggling with as a result of this challenge? That is, the negative effects of this challenge on their lives.
Step 3: Know what they actually want
- what are their desires and goals?
- what are the things they wish they could have IF the challenge wasn’t in their way?
- how do they imagine their dream lives looking?
Step 4: Give them a name
- what will you call them? A simple name that you can remember them by.
Answering questions 1, 2, and 3 will require more than market research. It’ll require an in-depth level of voice-of-customer research. Because, the truth is, the best place to find thorough answers to most of these questions is by directly asking your ICs.
And I created the Ideal Client Handbook to help you do just that. This handbook combines two power resources: a customer voice research guide and an ideal client development workbook.
How to create content that speaks to your ideal client avatar
It’s good to know who you want to address, but it’s even better to know HOW to speak to them. The whole point of creating an avatar is to help you become specific about your ideal clients so you can create relatable content for them.
You need to separate yourself from the noise by producing music that makes melody in their hearts, and that means creating content that aligns with them. Here are five fail-proof tips to create content your ICA will love:
1. Talk about what matters to them
You’ll hold and keep your ideal client’s attention if you share content they care about. Of course, it doesn’t have to be off-topic. It just has to be what they want to know more about.
Don’t get carried away by “what’s trending” or “what’s getting likes.” Focus on sharing valuable, niche-focused insights. If you need help figuring out what to talk about, ask them directly or use research tools like AnswerThePublic and Think With Google to find the questions they are asking.
2. Make them the hero in your story
You are not the hero in the content you share. Your ideal client is.
Create content pieces that center around their needs, dreams, and awaiting transformation. Then, position yourself or offer to be the guide they need to go from their current situation to where they want to be.
3. Address them as one person
That’s the point of creating an avatar—so you can speak to one person.
Don’t address your ICA as “they,” “them,” “you people,” “you guys,” or “all of you.” It’s ineffective to talk to a crowd because no one will feel like you’re speaking directly to them. So, use “you” and “your” to get them hooked on your message. Speak like it’s just the two of you—you and your ICA—in the room.
4. Make it conversational
No one wants to feel like they’re on the hot seat, being lectured to or sold to. Don’t make things stiff, boring, or awkward by sounding like marketing publications. Make your content personal and welcoming.
Every time you create a piece of content, think of your best friend and imagine you’re writing a letter to them, not some random strangers who are miles away from you. This way, you’ll be free to create honest, quality content for them.
5. Be yourself
Nothing beats your vibe and voice, because, let’s face it, people connect with other people. And regardless of what the industry news says about some 20,000 “hacks” to sell anything or how oversaturation is f*cking up your sales, your genuineness will make way for you.
You don’t have to try to be like someone else because they seem to be doing well. At most, you’ll be second to them. But you’ll always be the one and only YOU there is, so own your vibe already and start magnetizing your dream clients.
You’re ready to attract and convert your ICA
The clearer you are about your target client, the more aligned content you can create, and the more significant growth your business will witness. And you, bestie, now have the very guide you need to research and create your ideal client avatar at your fingertips.
Or, if you need more structured guidance on how to get clear on your brand message so you can create content that engages them, book a messaging power session with me.
