Sometimes It’s Good to Stereotype: Creating an Avatar

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If you are like me, you were brought up on the value that it’s not good (or fair) to stereotype people.  While I still stand by this principle as I do the “Golden Rule,” when you are striving to identify your ideal target market, thus your ideal client, stereotyping is not only forgivable, it is admirable.  Marketing to your avatar is the best way of staying focused on the person most likely to use your product or service.  In most cases, it costs money to market, and even when it’s free, it costs time.
You may have heard the term “avatar” floating around the web recently — no it has nothing to do with a Gameboy character.  An avatar, for business purposes, is an accurate, well-analyized representation of  your ideal customer or client.  It is a sketch of all the attributes you are likely to encounter as you approach and develop a client from prospect to life-long devotee.
When designing your avatar, you will want to ask yourself the following questions about your avatar:
  • Most likely age range and gender
  • Income and lifestyle – family unity, housing, community, vehicle, etc.
  • Personality – serious, generous, determined, dependent, etc.
  • Interests – affiliations/affinity groups,  television, reading, vacation destinations, etc.
  • Likely non-negotiables – smart phone, physical activity, alone time, etc.
Take some time to analyze the information your assemble and bounce it off a friend, team member or spouse.  Check out images on the Internet and see if you can find someone who looks like your avatar — or maybe find several such pictures.
Put this all together and put it in your marketing box.  Don’t have a marketing box?  Get a box and write “marketing” on it — now you have a marketing box.
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