Free download · Know your market
Customer Avatar Worksheet
Get a clear picture of who you want more of, and how to win them.
Marketing to everyone lands with no one
Ask most business owners who their ideal customer is and they will say “anyone who will pay”.
The trouble is, marketing written for everyone does not land with anyone. It sounds like everybody else, it attracts price shoppers, and you end up spending money in the wrong places.
A customer avatar is a written picture of the one type of customer you most want more of. You give them a name, an age, worries and goals, as if they were a real person. Usually they are: your best customer.
What you will get out of it
- Marketing that speaks to one person, so the right people think “that is me”
- You know where to advertise, and where to stop wasting money
- Offers and prices they happily say yes to
- Fewer time-wasters and price shoppers
- A clear brief for your team, or anyone who writes for you
Why it is a no brainer
It is free
No catch. Just pop your details in and it is in your inbox.
A worked example on every page
Ben, a made-up builder, shows you what good answers look like.
One sitting
About 45 minutes. Better still with your team, or over a coffee with a good customer.
It ends with actions
The last page turns your answers into four ways to win more of the right customers.
What is inside
- Who are they? The basic facts about your ideal customer.
- Goals and problems What drives them, and what keeps them up at night.
- How they buy What they would pay for, and how they choose who to buy from.
- The pyramid Where your ideal customer sits today, so you pitch your message and price right.
- Bring them to life Turn your answers into a short story about one person, then say it in one sentence.
- Put it to work Rewrite your headline, show up where they are, shape your offer and know who to turn away.
How to use it
Pick one real customer: the one you would clone. Work through the five steps with short answers. Bullet points are fine.
Not sure of an answer? Write your best guess, then check it by asking two or three of your real customers.
Review it every six months. Your customers change as your business grows.
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Questions
Know exactly who you are selling to
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