The A to Z of defining your ideal client avatar

by | May 8, 2020 | Digital Marketing, Website Planning

This post summarises the social media posts I created about defining your ideal client avatar.

I wrote another blog post about what is an ideal client avatar and why you need one? if you want a bit more information about why it is important.

I also offer ideal avatar definition services where I will help you define yours. Contact me for more information.

So, here is the A to Z list of all my posts.

*** A = Avatar ***

“An avatar is a fictional representation of a person”

It contains a detailed description of all aspects of that person, such as likes, dislikes, behaviour, hopes & dreams.

An Ideal Client Avatar is a description of your ideal client.

It is important to define your Ideal Client Avatar because this is the foundation to creating and selling your products and services.

Without knowing who your ideal client your marketing will be less effective.


*** B = Buying Habits ***

“How does your ideal client buy?”

Once you understand the buying habits of your ideal clients you can adjust your sales process to suit their buying style. Then, you are more likely to make a sale.

Example. Are they a cautious buyer? Do they prefer to gather all the information they need before making a purchase? If so, then make ‘all the information’ easily available. So, place testimonials and FAQs on your services page where they can easily find it.


*** C = Connection ***

“How are you creating a connection with your ideal client?”

People buy from people they know, like and trust. To build the KLT factor you need to create an emotional connection with your ideal client.

How can you empathise with them while they experience the problems that your service fixes?

PS. This is a photo of Maria and I (back in the day when hugging was ok). She recently came on one of my workshops. It was like having an old friend there. We had a good laugh, it didn’t really feel like work. This is one of the benefits of developing your ideal client avatar, when the people you work with feel like friends, everything just gets easier!


*** D = Demographics ***

Demographics are the names of the characteristics you use to define a group of people, such as age, sex, religion, race, location, marital status.

What are the demographics of your ideal client?


*** E = Emotions ***

Are you in touch with your ideal clients emotions?

When people make a decision to buy, it often because of their emotions.

Understanding what emotional state your client is in before and after they buy from you will help you create a connection and show them how your service can help them.

How does your client feel before they buy from you and after they buy from you?


*** F = Find ***

Do you know where to find your ideal client?

Once you know who your ideal client is, do you know where to find them? You need to find them so you can tell them about your business.
If you don’t know, then you risk wasting time and money telling the wrong people! This leads to lack o sales, which eventually affects your confidence.
Sales are easier when you are selling to the people who need your services (your ideal client).

Are you selling to people who need your help right now?


*** G = Goals ***

How do you help your ideal client reach their goals?

If you don’t know this, you will find it difficult to sell your services.

So, what goal does your ideal client have that they are not reaching? How does your service help them reach it?


*** H = Help ***

At what point does your ideal client reach breaking point and ask for help?

What is the turning point for them? They will only struggle alone for so long. This is the best time to present your offer, when they need it.

If you have been making offers to the right people but at the wrong time, you are making life hard for yourself.

The right time to make your offer is when someone needs it.

Are you making your offer at the right time?


*** I = Information ***

Where does your ideal client look for information relating to the problem they are experiencing?

Identifying sources of information for your ideal client can be really useful when it comes to defining your marketing strategy.

If they read a particular blog, then you may be able to place an ad on that blog.
If they like to visit the library, you may be able to place leaflets there.

If they are looking for how to videos on YouTube then it makes sense to be present there.

Answering the questions means you can be where your ideal client and not waste time looking for them in other places.

If you don’t know where they look for information, then ask them! Do some market research and find out.

Do you know where your ideal clients look for information related to the problem they are having?

*** J = Joy ***

Where does your ideal client find joy in their life?

Why is this important?

Because if your ideal client has a problem then they are probably not experiencing as much joy as they should be.

If your service fixes their problem, then you are bringing back some joy in their life.

You can show the value of what you do by explaining to your ideal clients you understand the pain they are going through and you can help them find joy again!

*** K = Knowledge ***

Ideal avatar knowledge

What does your ideal client need to know before they buy from you?

When you ideal client has a problem, they are stuck in a place of suffering where they are trying to find answers. They need new knowledge to help them move forward and find the right solution for them.

What is that knowledge and how can you give it to them?

Blog posts are a great way of improving peoples knowledge of problems and solutions. If you are not educating your ideal clients, who is?

*** L = Love ***

How much do you love working with your ideal client?

This one is really important when you are working directly with clients (rather than selling a product).

When you love working with your clients, you know you have got it right.

If you have fallen into the trap of defining an ideal client with out really thinking about it, you may be thinking about superficial things that define your ideal client so when you actually come to work with them the relationship doesn’t feel right.

It feels right when your values align.
It feels right when you have things in common.
It feels right when you feel like you are really helping them.

If you don’t actually love working with your clients, if some clients fill you dread, then it’s time to really think about who you want to work with.

Life is too short to not only love what you do, but to also love who you work with.

Do you love who you work with?


*** M = Message ***

What is the one message you want to share with your ideal client?

What is the one thing you can say to capture the attention of your ideal client?

At first you may think you have several messages to share. It might be hard to think you have one message that encompasses all that you do. If that is you, try this little exercise.

Imagine you are on a stage and your audience is full of your ideal clients. You have just 2 minutes to tell them something, what would that be?

Right now, I would tell my audience why they need to spend time planning their website.

Once you have captured their attention you can work on sharing other messages, but you are not going to capture their attention if you are not focused on one main message.

That message can change from time to time, depending on what your marketing focus is. It is not one message forever.

So, what would your one message be right now?


*** N = Now ***

What has just happened to your ideal client to make them need your services right now?

What was the crunch point for them? What made them finally take the plunge and seek you out?

Many of us are procrastinators and we will put of doing a lot of things until absolutely necessary.

The same goes for people buying your services.

They will only buy when they come to the crunch point, but what is it? What just happened in their life to make them finally buy?

What made them finally realise they needed help?

Do you know what makes your clients buy from you right now?


*** O = Objections ***

What objections does your ideal client have when you are selling your services to them?

Understanding their reasons for saying no to you means you can prepare yourself to overcome objections that you may hear in future sales conversations.

E.g If they say they can’t afford to pay in one go, you can overcome that by offering payment plans.

So easy when you know their objections.

So next time you are hearing objections, write them down and work out a way around it.

What are your most common objections and how do you handle them?


*** P = Psychographics ***

What are the psychological attributes of your ideal client?

Have you ever been in the presence of someone who just seems to know what you are thinking? It creates quite a powerful connection doesn’t it.

Understanding your ideal clients when it comes to their inner most thoughts and feelings will not only help you make a deeper connection but it will also help you write much better…

>> Content for your website
>> Blog posts
>> Social media posts
>> Adverts

Do you know what is going on the mind of your ideal client?

*** Q = Quick Win ***

How can you help your ideal client achieve a quick win?

If you need to rely on long explanations or you expect your clients to sign lengthy, expensive contracts without first experiencing the value you can deliver, you are making your life harder than it needs to be.

When your ideal client is suffering from the problem your service solves, how can you quickly come to their rescue?

I’m not saying you have to completely solve the problem, but how can you assist them so they can experience working with you and they can see you have the full solution they need to fully overcome their problem?

The chances are your competitors are only ever trying to sell the complete solution so it takes them longer to gain trust.

What can you offer that gets your foot in the door, builds trust and gives your idea client a quick win?

Ideal client avatar role

*** R = Role ***

What role does your ideal client play in the sales process.

Have you ever tried to sell something to someone who responds with “I’ll have to talk to my husband and get back to you”?

It’s quite common that the person you are selling to might need to run the purchase by someone else first.

It could be a partner, spouse, business partner or manager.

This is more likely if you are selling higher priced services.

You need to understand the role your ideal client is playing in the sales process and be prepared for what that means.

It might mean you have to bring the other decision makers into the conversation early on so you get buy in from all parties.

Example: You are selling therapy classes for anxious children. While the child is the ideal client, your marketing will be aimed at the parents since the child plays no role in the sales process.

What role does your ideal client play in the sales process? Are you targeting them directly? Do you need to include anyone else in the sales process?

*** S = Selling ***

What are you selling to your ideal client?

An estate agent may reply “houses” but in reality they are selling security, belonging and a place to make family memories.

You may think you are selling houses but the client wants more than just a house. The house is just the vehicle that delivers their real desires.

It’s the real desires you want to be selling.

So instead of thinking ‘houses’ think about how owning that house improves your clients life.

You are really selling something that fulfils something much deeper such as;
-> A transformation
-> An emotion
-> Status

I sell coaching to people who want to build their own website. I’m not really selling coaching, I am selling independence and empowerment.

What are you really selling?

Ideal client avatar trust

*** T = Trust ***

What does your ideal client need to know to trust you?

When someone has a problem that needs fixing, they may have some associated worries. They may be worried you can’t deliver what you say, they may be worried about confidentiality, they may be worried about losing money…

There are many things they could be worried about.

When you understand the worries your ideal client has you can take steps to ease their worries so they feel like they can trust you.

This small but crucial part of your client avatar enables you to write much better website content and have more successful sales conversations.

What do you do to gain the trust of your clients?

*** U = Understand ***

Do your really understand your ideal client?

It’s far easier and quicker and take make assumptions about your ideal client.

In fact, I encourage it if you don’t know your ideal client very well. An educated guess is better than nothing.

You can always go back and update your guesses to real information when you have it.

You still need to take the time to get to know your clients (ideal or not) so you can understand them.

Don’t keep your guesses as guesses.

Creating your ideal client avatar based on real understanding is what will make your website (and marketing) stand out.

Do you take the time to get to know your ideal clients and understand them or could you improve this?

*** V = Value ***

What does your ideal client value?

Do they value you? Do they value what you can do them?

You know that your services are really valuable to your ideal client, but do they?

How can you reframe what you do so it fits into your ideal clients idea of what is valuable to them.

Example. You sell personal training. Nobody is buying.
It’s because your ideal client didn’t wake up today wanting a personal trainer. Maybe they woke up today wishing they had more energy? Maybe they wished they could spend more time playing with the kids instead of feeling tired and unfit all the time.

They don’t even know personal training will help them. They don’t care about the ‘how’ they just want to feel fit again.

If you can explain how you help them achieve the things they value they will see your services as valuable.

Your home page and services page on your website is the place to communicate the value of what you do.

Can you reframe what you do so your ideal client sees the value?

*** W = Worry ***

What worries keep your ideal client awake at night?

How do their worries relate to your service?

Behind every purchase is a worry of some sort. You may have to dig very deep to find it but it is there.

People make purchases to ease tension and worry in their life. If you understand the situation that causes the tension you will be able to sell your service easier.

It’s not easy to find those worries. It involves understanding human behaviour and motivation. That’s why working on your ideal client avatar can be such a challenge and something I know you would rather avoid.

You can chip away at it day by day. Just make a point of adjusting how you talk to your clients.

If you make a habit of talking to your clients and listening to what they have they say you will find out a lot of valuable information.

Start your conversations by asking them about what made them want your services now. Why didn’t they want to wait?

What worries keep your ideal clients awake at night? What service do you provide that helps to ease that worry?


*** X = (Ex) ***

Did your ideal client have a bad experience with an ex before you came along?

Your clients past experiences with service providers are going to affect your relationship. If they were burnt or had a bad relationship it makes your sales conversations much harder than you expect.

You will have to work harder at building trust.

You will have to be more understanding.

Maybe it’s their first time buying your type of service. In which case, they might be slightly hesitant but they will be easier to convert than those who have been burnt in the past.

Bad past experiences will mean lots of objections.

You can address these objections on your website in the form of Q and As on your services page.

Are you improving your website as you learn about your ideal clients past experience with other service providers?


*** Y = You ***

What is it about you that your ideal client will love?

Defining an ideal client avatar is a two way street. For them to choose you above your competitors you need to have something they will love!

It’s not all about why you would choose a particular type of client to work with. It’s also about why would they choose you.

Is it your way of working? Your personality? Your similar backgrounds?

You want to stand out from the crowd don’t you?

So find that ‘thing’ that your ideal client will love about you.

When you have found it, write it into your about me page on your website. Let them know about your ‘thing’.

My ‘thing’ is;

I am honest and transparent. I despise service providers who extract money from small business for providing website services that (A) They don’t need, (B) Are of poor quality and (C) Affect their ability to be seen online

My ideal clients need me, especially when budgets are tight. The three things I can identify for them are (1) Bad SEO service providers. (2) Bad website maintenance companies and (3) Bad website design companies

Although with (3) It’s often too late to do anything about it and I have to go into a website and sort their mess out (another ‘thing’ I do).

What’s your ‘thing’?

*** Z = Zombie marketing ***

Let’s cut the fluff here.

If you don’t know dot about your ideal client and you still think ‘everyone’ is your market then you will chasing clients like a zombie.

Roaming the streets until ‘anyone’ walks by then you chase them, regardless of who they are!

You chase, harass and beat down their door until you get your pound of flesh!

You don’t take no for an answer because frankly you don’t know when your next client will come along.

Anyone will do.

When you know who your ideal client you will know how to attract them, how to convert them and how to serve them in a way that is right for them.

Don’t be a zombie.

P.S. If you want help defining your ideal client and understanding how to use that information on your website then send me a message. I am offering 2 x 45 minute ‘Awesome Avatar’ coaching sessions with a full ‘avatar review’ for only ¬£150 (+VAT). I will help you uncover who your true ideal client is.
Message me if you would like help defining your ideal client avatar.


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