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Who is your customer?

It’s a standard question I ask during my briefing process. The answer varies. My favourite remains and this is a huge red flag: Everyone between the ages of 18-65!

It’s guaranteed that I’ll say no to writing the copy.

In my ten years as a copywriter, I’ve come across very few businesses that know exactly who they are selling to. Their content ends up being generic, without personality and leads to poor results.

Those businesses who know their clients are clear on content objectives, types of content needed, customer pain points and have solid testimonials.

Which one are you?

Actual real-life business example

Recently, I had a client, a fairly big business, tell me it’s hard to know exactly who they are selling to. But they did know who didn’t want their service. I had to ask follow up questions in the call so I could have an idea of who their typical customer was.

Not knowing who exactly your customer is makes everything ten times harder for your copywriter. Because I need to know who I’m speaking to for the copy to work for the client.

Is it 22 year old Michelle who’s looking to buy her own place and is saving up a deposit while she still lives with her parents? She likes to drink mochas and shops only from Amazon.

While this is a brief example, creating a customer avatar goes much deeper into profiling your ideal customer. It’s one of the first things a business needs to do. Before creating content and putting it out there for people to read.

When you’re speaking generically, you’re speaking to no one. Don’t use a ‘spray and hoping to stick’ approach when it comes to marketing your product or service. It won’t stick!

So if you’re a new business or a growing business that’s not quite sure about their audience, what are some things you can do to make sure you know exactly who you’re marketing to?

Create a picture of your ideal client through a customer avatar exercise.

I found this article on understanding your customers a helpful starting point. Get your sales team or person involved. Whoever interacts directly with a potential client needs to be included.

Use multiple sources of research

Whenever I’m digging into customer type, I use the following sources to create a much clearer picture:

  • testimonials
  • customer feedback forms
  • customer interviews
  • social media mining
  • Amazon reviews mining
  • forums like Quora
  • interview the business owner
  • interview salespeople
  • competitor websites
  • customer questions/chatbot data to identify patterns
  • Google searches to find out what queries are being asked
  • Answer the public
  • surveys
  • Google Analytics data

Gather information from different sources so you can dig up as much information as possible.

Dig deep, then deeper to uncover desires and fears

Once you’ve gathered your information, create a table and fill it in with pain points, your offers, what you do well, and what solutions you offer through your product or services.

For example:

You have a skincare company and offer acne-combating products. An insight you could discover could go something like this:

Your ideal client has tried every product on the market with little results. She’s frustrated she’s not seeing results after spending so much money on different products. She’s confused about what to buy next. Now she’s looking for a natural product because her friends have told her natural and organic is the way to go.

Goal: To have clear skin

Desire: Self-confidence without using makeup

You can position your new blemish-fighting gel as the only product you’ll ever need, and it’s affordable.

Creating a customer avatar can uncover all types of insights that can be turned into blog posts, social media content and videos.

For example:

Blog: How this miracle skincare ingredient helps you banish acne forever AND it’s 100% natural

Video: A customer shows before and after results with your product

Social media: Tried every blemish-fighting product in the market? [repurpose blog + video above in text form]

My tip on creating a customer avatar:

Get to know your customer like they are your best friend otherwise your content won’t deliver the results you need. A customer avatar exercise helps give you direction and a strong foundation for all your strategies including social media ads.

Ignore it and your business might potentially tank.

What’s next?

Need help creating a customer avatar for your business? Get in touch with me to have a chat about how I can help you understand your customer better. Email me or book a chat using this link: https://calendly.com/rashida-tayabali/discovery-call

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