July 10, 2019

How to Create Your Ideal Client Avatar [Template Included!]

Marketing

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Welcome to the KCT Digital Blog - your source for all things entrepreneurship, branding, marketing, and maybe sorta also #woke and pop culture topics. 


Hello!

Branding

Sasha, meet world. World, meet Sasha! (my client avatar).

Everything I create in my business, I create with Sasha in mind — the blogs, the social media captions, the freebies, the paid offers. Errthaaaaaang.

Centering everything I do around Sasha—and speaking DIRECTLY to her—has made the world of a difference in my business (and pocket!). And it will for yours, too. Promise!

I know it may seem like an abstract concept (y’know, talking about someone who doesn’t actually exist and making up their entire life story👀), but it actually leads to concrete results.

This post, along with my free workbook, will help you determine exactly who your ideal client is, what they need from you and how to effectively market to them…so that you can fill your pipeline with dreamy, high-paying clients and bid farewell to your nightmare clients once and for all (you know who I’m talking about!).

BUT FIRST…FOLLOW ALONG YOUR IDEAL CLIENT WORKBOOK!

All set? Lezzzgooooo!

TABLE OF CONTENTS:

📓 First Things First: The Avatar Crash Course
💼 Step 1: Develop a Legit CEO mindset
💡 Step 2: Find Your Sweet Spot
💭 Step 3: Define Your Ideal Client
🔍 Step 4: Research Your Ideal Client
👤 Step 5: Create Your Client Avatar
🍾 Step 6: Next Steps

First Things First: The Avatar Crash Course

Before we get started, I wanted to give you the lowdown on all things ICA (Ideal Client Avatar). Here’s what you need to know:

  • What is an ideal client? Simply put, an ideal client is someone whose needs are met through your offer(s). In most cases, an ideal client is also: enjoyable to work with, pays happily (and on time!), respects your boundaries, and advocates for your brand.
  • What is an Ideal Client Avatar (ICA)? An ICA is a fictional character that represents your ideal client.
  • Why do I need one? An ICA will help you create viable offers that meet real market needs, as well as craft compelling messaging that resonates with your ideal clients.
  • Should I have only one? Depending on your business and offerings, you may have multiple avatars. If you have several packages or products, your ideal client profile may be different for each one (for small businesses, I recommend keeping it somewhere between 1-3).
  • How does it impact my business? Having an ICA will influence virtually every aspect of your marketing and sales process, including product development, copywriting, content marketing and paid advertising…and that’s just scratching the surface!

Alright, now that you have a basic understanding of what customer/client avatars are and why you need them, let’s get to creating your client avatar!

Step 1: Develop a Legit CEO mindset

Friend, I’m going to go out on a limb here and assume that you don’t think you deserve high-paying clients who check all of your boxes—maybe you feel like you aren’t qualified enough, or that you don’t deserve their money…or perhaps you even feel like great things just don’t happen to someone like you.

Well…not with that attitude, they won’t!

Here’s the thing, girlfriend: if you don’t even believe in yourself, why should your ideal client believe (and invest) in you?

If you think small, you’re going to get small results. PeriodTTTTTT. Cut. End of story. Movie over. Roll the credits!

But we don’t think small around here, right friend?

We believe that we are worthy, able and ready to welcome our ideal clients with open arms. We develop Legit CEO mindsets around here, which means that you:

  1. Confidently charge your worth (plus tax!), knowing that your ideal client is out there, credit card in hand & ready to pay.
  2. Believe that success is inevitable, which is reflected in the way that you show up energetically.

Sounds fluffy, I know. But I promise that these small (yet mighty) shifts will call upon your ideal clients. Your vibe attracts your tribe, after all!

Step 2: Find Your Sweet Spot

Your sweet spot is essentially the intersection of what you do best, what your clients really need, and what makes you stand out from your competitors.

Here’s what you should be asking yourself when identifying your sweet spot:

  1. You: What do you do best? What specific problems do you solve for your clients? Who do you love to work with?
  2. Your Ideal Client: Who are you best fit to serve? Who is willing to pay you for the work that you do? What do they need help with?
  3. Your Competition: How can you fill potential gaps in the industry? How do you stand out from your competitors? What is your unique value proposition (UVP) — how is your approach, process, framework, or overall transformation unique?

Getting crystal clear on these three things will ensure that you are creating a client avatar based on your business & income goals. (you’re in the business of making money, afterall!).

Step 3: Define Your Ideal Client

Creating a multidimensional client avatar is essential for successful target marketing.

There are millions of articles floating around the internet full of #AllTheThings you need to know about your ideal client, but I have found that it can be broken down into three categories:

  • Demographics: helps you understand your ideal client on a surface level and provides useful insights for targeting and segmentation in marketing (i.e. age, gender, location, occupation, budget, etc.)
  • Behavioral Characteristics: helps you identify where your ideal is hanging out, how they consume content, and what style of communication resonates with them (i.e. interests, attitudes, personality traits and media use)
  • Psychographics: gives you a deeper, more subjective understanding of what your ideal client needs to hear/read in order to actually buy (i.e. pain points, challenges, objections & desires)

Uncovering these layers and digging deep into the psyche of your ideal client will provide you with a nuanced perspective that will help you effectively target, attract, engage and convert more of your ideal clients. Download my free workbook to start defining your ideal client:

Step 4: Research Your Ideal Client

It’s one thing to think you know your ideal client, it’s another to be able to back it up.

Enter market research.

Friend, I know research isn’t a sexy term. But if you don’t do the work, you’ll end up throwing spaghetti at the wall hoping for something to stick **and hearing crickets during launch day.**

“MARKETING WITHOUT RESEARCH IS LIKE DRIVING WITH YOUR EYES CLOSED.”

– Dan Zarella

If you want to be a client attraction magnet, you need put yourself in your ideal client’s shoes and really understand where they’re at, where they want to go, and what’s preventing them from getting there… and market research is the single most effective way to do that. Here are three ways to get started:

  1. Qualitative research conduct 1:1 interviews. Schedule coffee chats with previous clients, ideal prospects or warm leads. (PRO-TIP: quality over quantity! Make sure you are interviewing the right people, and go deep and go wide as far as questions go. Really pick their brain!).
  2. Quantitative research – send out a survey. Create a *short* questionnaire on something like Google Forms or Survey Monkey. Include 10 questions MAX, and focus on open-ended questions to make sure you get as much information as you can.
  3. Social listening – getcha lurke on! The amazing thing about the internet is that your ideal client is probably talking about their problems somewhere online. Pay attention to what they’re saying and how they say it (pro tip: search relevant keywords inside of FB groups – that’s where the gold is really at!!!!).

Once you’ve conducted market research, it’s time to put your marketing lab coat on and dissect all of the data.

Look for major themes and takeaways, and examine the language (tone, verbiage, style) your ideal client is using – this will be extremely useful when creating sales copy!

I know this step can feel daunting, but if you want to build a booming business, market research is a key piece to that puzzle. The sooner you do the grunt work, the sooner you’ll get to where you want to go!

Step 5: Create Your Client Avatar

Now comes the fun part — bringing it all together to create a rich portrait of your ideal client avatar!

By humanizing your ideal client in this way, you’ll be able to address them in a more intimate and effective way. Download the workbook below to create your Ideal Client Avatar! ***There’s a profile template included!

Step 6: Now What?

I beg of you, dear friend – don’t let this be another exercise that you start and then forget about. This should be the guidepost for every decision you make moving forward.

Now, with that said, it’s time to take allll of that gold you just mined and implement into your marketing strategy. Here are some probing questions to get you started:

  • Product Development: do my offers meet the needs/solve the problems for my ideal client?
  • Sales: does my sales copy address my ideal client’s pain points, objections, desires and the overall transformation I will facilitate for them?
  • Content Creation: am I creating valuable content that solves specific problems of my ideal client?
  • Social Media: am I showing up where my ideal client is hanging out? Am I using the right language & messaging to connect with them?

Last but not least…

Pop the champagne, let’s get weird!

Today Show Drinking GIF

Creating a client avatar is no small feat. I know from experience that it is both time-consuming and emotionally draining. So chug that bubbly, dear friend – you’ve earned every sip!

Xo,

Karla

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