By definition, an avatar is ‘an icon or figure representing a particular person.’ So, a client avatar is an icon or figure representing your ideal client.
They’re the person you’re creating your business for.
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?
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. Psychographics include their wants, needs, frustrations, etc.
Here’s what a client avatar might look like for a wedding photographer:
- Name: Jillian
- Age: 27
- Gender: Female
- Location: Savannah, Georgia
- Marital status: Engaged
- Household income: Not as relevant since families typically pay for or at least contribute to weddings. Has a photography budget of $5k.
- Occupation: Graphic designer
- Education level: Bachelors degree
- Children? Not yet, but probably in the next 3–5 years
- Interests: Design of all types, food and wine, entertaining
- Duties: Planning her wedding while working full-time
- Priorities: Family, her career
- Goals: Find a photographer who can creatively capture her beautifully-designed wedding
- Values: Aesthetics, creativity, quality
- Biggest fears: That something major will go wrong on her big day
As a wedding photographer, you could look at this client avatar and determine that you can connect with “Jillian” a number of ways...
Since she’s a graphic designer, you would make sure that your website and branding materials are impeccably designed.
Since she’s a millennial planning her wedding, she’s likely looking for inspiration on Pinterest and Instagram, so these would be good outlets for you to promote your business.
These are just a couple examples, but the options are endless!
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 for them.
Who is your client avatar? Share in the comments below!