Client Avatar 101: What It Is & Why You Need One
By definition, an avatar is ‘an icon or figure representing a particular person.’
So, a client avatar is an icon or figure representing your business’s ideal client — aka your target audience.
In other words, they’re the person you’re creating your business for.
I know, I know — you thought you were creating your business for yourself, but you can’t have a business without sales and you can’t have sales without clients! ;)
So, you need to understand them inside and out, backwards and forwards. You should be able to pick them out of a crowd.
Client avatars help you visualize your ideal client so that you can understand them on a personal level.
How do you create a client avatar?
Short answer: With a lot of research and a little imagination :)
To create a client avatar, we need to know two things: their demographics (who they are) and their psychographics (why they buy).
Demographics include the basics like age, location, gender, income, marital status, etc. (The “small talk.”)
Psychographics include their wants, needs, frustrations, etc. (The stuff you don’t usually get into until a few drinks in.)
Start by looking at your current and previous clients. Who were your best clients? What characteristics do they share? (Bonus points if you send out a survey!)
If you don’t have any clients yet, do some research online. What kinds of people are looking for the type of help/services you provide? (Tip: Facebook groups are a great place to see what questions people are asking.) Who do you think you would provide the most value to?
Write down everything you know about this person. (Keep in mind that “this person” may not be an actual person you know in real life. They may even be a mix of multiple people that you Frankenstein into your client avatar.)
Then you’re going to bring your client avatar to life by answering the following questions. (If you don’t know the answer, make an educated guess based on what you do know!)
- Marital status:
- Household income:
- Education level:
The more detailed your client avatar is, the better you will understand your ideal client. And understanding your ideal client makes it easier to make the right decisions in your business, because all of your business decisions are made with them in mind.
Do tell! Who is your client avatar? Share in the comments below!