When we first started our business, we tried to speak to everyone. We thought the more people that we reached, the more leads we would receive. And the more money we’d make.
Our messaging was generic and lacked depth. Our design was impersonal and—to be perfectly honest—boring. But, most importantly, we didn’t have a clear idea of who we served. Because, well, we served everyone—right?
Does this sound familiar?
This belief is one of the most common experiences for new entrepreneurs. And without clarity behind your copy, it won’t perform well.
Now, fast forward two years, and we’re VERY specific about WHO we serve and WHY we serve them. We know exactly what our ideal customers struggle with, the tone they resonate with, and the content they gravitate towards.
But this knowledge did not fall into our laps. It took trial and error, research, and experience. And it took time.
However, you don’t have to make the same mistakes we did. And you can skip past some of those messy bits and dive straight into the deep end. Because with the tips I’m teaching you today, you can create detailed ideal customer avatars. That way, you can craft copy that speaks to your audience and inspires direct action. And you’ll have the skills to make more sales or book more clients.
* As a quick side note, this post is Part 2 of the Copy Series. Part 1 was all about researching your ideal customer. So, if you haven’t read through that post yet and completed the exercises, I highly recommend you finish Part 1 first. Some of the concepts I discuss in this post will build off of my previous article.
01: Finding Commonalities in Your Research
If you studied or performed research in any form, you’ll know that finding commonalities is critical to your overall data. And it’s no different with copywriting.
So, to start building your ideal customer avatars, I want you to look at the research you completed after Part 01 of the Copy Series. And I want you to find any commonalities.
These common points could be in the form of age groups, genders, marital status, locations, etc. It could also include interests, habits, routines, struggles, or dislikes.
After you completed this step, we can begin building our avatars. So grab a piece of paper or open up a new Google Doc, and we’ll begin layering another important piece of your copywriting foundation.
02: The WHO of Your Ideal Customer Avatar
At the top of your paper, I want you to write the name of your ideal customer avatar. I typically use a fictional character from literature (like Daisy Buchanan—if you’re a fellow lit nerd, you’ll totally understand this practice). Or it can be a name that you find represents your ideal customer (which, frankly, is more strategic than literary characters ?). But I digress.
Next, I want you write out these key features:
- How old are they?
- What’s their gender?
- Are they married? Do they have children?
- Where are they located?
- What’s their average household income?
- What’s their occupation?
- What are their interests?
- What type of tone do they use to communicate?
Here’s an example of an avatar that would work for my business:
Daisy Buchanan is in her early thirties, and she’s a mom of two young boys. She lives in North America with her husband in a nice neighborhood. Her husband has a full-time job that pays quite well, supports their family, and leaves them with enough savings to take a yearly vacation to Hawaii. However, Daisy’s always had a dream of living on a farm and remodeling a farmhouse in Joanna Gaines style.
Daisy just started a jewelry business selling hand-made gold-stamped necklaces with inspiring sayings. Her business is based out of her home. She enjoys spending quality time with her family, relaxing with a good book, and watching the Bachelor. She speaks in a conversational manner and gravitates towards light, witty, and entertaining content.
This example holds a great deal of valuable information. And from this sample alone, I can craft copy that reflects ‘Daisy’s’ lifestyle, interests, and status. That way, when she reads my content, she’ll experience a deeper connection. And she’ll be more likely to purchase my product or book my services.
So now it’s your turn: create the first part of your avatar by answering the WHO of your ideal customer.
03: The WHAT of Your Ideal Customer Avatar
Could you imagine a life without struggle? A life where everything you wanted was handed to on a silver platter—yours for the taking.
It’d be pretty rad, right?
Well, for 99% of the world’s population, that scenario is not a reality. We come across struggles all the time. And the point of a business is to minimize some type of struggle, whether that be a product that helps with X, a service that helps with Y, or a program that helps with Z.
Your business solves a problem.
But before you can craft high-converting copy, you need to identify WHAT your ideal customer is struggling with.
This may sound obvious, but I see so many new entrepreneurs with amazing products or services. But they don’t actually know what struggle their product/service solves.
So now we’re going to add the struggle to our ideal customer avatar. And, as a quick side note, your ideal customer can have multiple different types of struggles. The trick is to identify them, then highlight these pain points in your copy.
Let’s build on the example we already started:
Daisy created her own Shopify website to promote and sell her jewelry. But she doesn’t like how generic it looks. She’s browsed through other jewelry shops and is envious of their website’s aesthetic. However, she knows she doesn’t have the time to learn design or branding—not with two little ones.
She also gets overwhelmed with writing product descriptions and other pieces of content on her site. She’s never been the best with words and gets frustrated trying to communicate the features of her products.
She doesn’t have an overly large budget, but she’s willing to invest in getting her website professionally created. Daisy’s hoping to find a place that offers installment payments, so she doesn’t have to dip into her vacation fund and so she can cover the cost with her own income. And that way, she can pay off the new website as she fills more orders.
In this example, we touched upon a few important struggles: (1) time, (2) skills, (3) comparison, and (4) budget. So, as I create my copy, I’ll make sure I address these struggles and pain points head on. That way, my ideal client will not only connect with my words more, but they’ll better understand the value.
04: The Why of Your Ideal Customer Avatar
Purpose is what fuels us. It’s what drives us to work those long hours, to make those sacrifices, and to show up every single day.
And just like you—or you should have—a purpose for running your business, your ideal customer has a purpose for buying your product/service.
And this purpose is their why.
So let’s take another quick look at our on-going example:
Daisy wants to make more impact and sell more of her jewelry. She loves what she does, but she’s barely breaking even. And she knows she won’t be able to handle the online stuff alone. She wants to hire someone qualified to create her website and brand, because she ultimately knows it will lead to more growth and, in turn, more sales and opportunities. Also, she doesn’t want to feel ashamed sending her customers to her website.
She’s always wanted to run her own business. And with her home-based business, she can stay home with her kids while making her own income and showing her children that they are capable of anything they put their minds to. Plus, the additional money can go towards her dream of purchasing and remodeling a farmhouse, while still taking their family vacation each year.
In this sample, Daisy’s purpose for hiring a designer is to grow her business, make more sales, and alleviate her website shame. And to dig a little deeper, I included her purpose for starting her business in the first place. That way, I can bridge this gap in my copy. Because I know from my research that my ideal client typically wants to work from home to be with their kids and supplement their household income.
When you have a clear understanding of why your ideal customer needs your service/product, you can carve a much deeper connection. And your customer will have those golden “she gets me” moments, which will inspire them to take action.
05: Tying in Other Interests
People are complex. They’re a combination of beliefs, past experiences, personalities, and more. And, in order to create a three dimensional avatar, you need to tie in some more interests.
This could be things like your ideal customers daily routines. Or maybe it’s their fashion preference, food choices, or vacation hotspots. In addition, it could also include things they use to make their lives easier. Or things they purchase to accentuate their lifestyle.
Whatever it is, tie these into your ideal customer avatar. But make sure you’re basing these interests off a combination of your research and feedback. And remember, the more commonalities you can find and highlight, the more your copy will convert.
06: Repeat This Process 4-5 Times
Now that you have your first ideal customer avatar, I want you to repeat this process 4-5 times. I know it sounds like a lot, but as you continue to form your personas, it will get faster. Plus, you already have all the research on hand, so now it’s time to flex those creative muscles.
Also, you’ll notice that each avatar is similar. They’ll share common interests, be part of a similar demographic, and they’ll likely experience the same struggles.
The point of repeating this exercise is to have detailed variations to refer back to whenever your writing an ad, website copy, or other marketing/branding material. And, as you layout your different avatars, you’ll become more familiar and attuned to what they resonate with, want, and need.
I complete this step with each new client that books my services. Because I KNOW firsthand how valuable your avatars are. They truly stand at the foundation of every piece of copy you’ll write.
Final Thoughts on Creating Your Ideal Customer Avatar
You made it! I know you might be wiping a bit of sweat from your forehead right now, because this post was a doozy. But I’m so excited for you to start creating copy that connects with your audience AND drives more conversions.
If you resonate with this post, be sure to follow me on Instagram. Each week day, we post helpful copy, design, and business tips to our stories. So you’ll keep chuggin’ along on that learning train.
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Oh, and if you need a bit of assistance building your own ideal customer avatars AND crafting copy that converts, head over to our contact page and send a quick note.