Do you know your ideal customer?

Knowing and truly understanding your ideal customer is a vital part of a profitable and purposeful business.  It helps you create better products and services, write better copy and focus your time and energy on the important aspects of your business.

Doing so, will make it easier for you to narrow your customers down to one niche group, or better yet, one person!

Now I know what you’re thinking… Because when I was first told to create my customer avatar during a Copywriting course, I thought the same.  My initial thought process went something like this:

“But what if people don’t end up using my services, because they don’t fit my ideal customer avatar profile? What if I lose customers? My Copywriting services are for every business owner! I don’t want to leave anyone out! – Pretty close to what you’re thinking right now, right?


What exactly is a customer avatar?


A Customer Avatar is a fictional character that represents your ideal prospect.

The goal of an ideal customer avatar is to help you understand the motivating beliefs, fears and secret desires that influence your ideal customer’s buying decisions.


So, why should you create a customer avatar?


When living in our own bubble, it is easy to forget that there are over 7 billion people in this world. Yep, 7 billion and each of them different!  Will you ever be able to service the entire 7 billion people in your lifetime?  Of course not!

And that is why, drilling down to your target market, your ideal customer, your target audience, your customer avatar, your niche, (whatever it is that you want to call it), is so important!

Motivational Speaker and Copywriter, Marie Forleo summed it up perfectly when she said:

“If you’re talking to everybody, then you’re talking to nobody!”

People want to feel special and they want to feel understood! You can’t make anyone feel special when you’re talking to everybody (nobody)!

If it is your desire to honestly and ethically engage with and persuade others, you need to understand the audience you want to reach, because if you don’t, you will not effectively connect with the reader and your words will not have the desired effect.

Developing your niche market involves getting to know and understand your ideal customer.  By ‘getting’ your customer, you are showing compassion, as well as demonstrating that you actually ‘get’ where they’re coming from.  It’s also showing that you care enough to try to understand them! And we all want people who care!


How do you create a customer avatar?


I created my customer avatars (yes you can have more than one), by completing this little exercise.

A little exercise… 

Close your eyes and try your best to picture your ideal customer (this will be a hell of a lot easier if you’re a visual person, which I am not!)

Once you have a picture in your head, grab a pen and paper and to start writing.

Picture your customer avatar and ask yourself questions like:

  1. How old are they?
  2. Where do they live?
  3. What do they do for a living?
  4. How much do they earn?
  5. What are their hobbies/interests?
  6. What do they like to read?
  7. What do they watch?
  8. Which websites do they visit regularly?
  9. Which blogs do they read?
  10. What type of events do they go to?
  11. Where do they travel to?
  12. What music do they like?
  13. Do they have a partner? children?

You get the gist…

Better yet, to really get a vision of your client find a picture of what you think they might look like! (I used Google and may or may not have a couple of print outs in my office!)

Over the past few months, I have completed this exercise about five times will probably keep doing it until I feel I understand my three customer avatars to a tee! It’s not easy.  If it is, then you’re not doing it right – it’s supposed to be hard!

So, if you want to create your customer avatar, do the exercise and do it more than once!

Need some more help? – The digital marketer has a great template to assist!


Want to take it that little bit further?



Do you have a good idea of who your customer avatar is? Good.

Now, try and be him or her.

Not literally, but just try and step into their shoes and into their mind and try and look at life through their eyes.  What I mean by this is to have a think about how they may view your product or service, what their worries or concerns might be, what they might be looking for and what issues they may need solving.

Ask yourself, “How can my service help resolve these issues? How will my product or service benefit them?”

Think about your answers to these questions and jot down everything that comes to mind (almost like a journal entry) and remember that there is no right or wrong answer – do not over think it.  Just write what comes to mind.

It may seem really weird! I know! However, just think of it like this; There is absolutely no harm in trying to understand your ideal customer, right? It’s certainly not going to make your business worse!


How does this apply to Copywriting?


Wondering how this applies to copywriting?

Creating your customer avatar will inspire your words.  It will help you know what to write about and when, as well as provide you with more of an idea of what your ideal customers want and need – pretty cool, huh?

Upon meeting new clients, I discover that the majority have no idea who their customer is.  Therefore, during our creative brief meeting, some of the questions I ask relate to this directly.

When I’m ready to write their copy, I’m then able complete this exercise for my client’s ideal customer, to ensure their copy speaks directly to their customer avatar!

So, you see, knowing and truly understanding your customers is a vital part of a profitable and purposeful business.  It helps you create better products and services, write better copy and focus your time and energy on the important aspects of your business.

It’s important to remember that it’s much easier to target a specific market and nail it, rather than trying to talk to every market there is!

Doing so is not going to limit diversity within your customer base, or limit you’re potential for success. You, your brand, product and/or service, is never going to appeal to everyone, so focus more on getting it to appeal to the right ones!

And remember: “If you’re talking to everybody, you’re talking to nobody!”



Created your customer avatar?

Ready for me to write copy which speaks directly to them?

Get in touch with me today and let’s make some magic happen!

Sami Craven

Founder @ Craven Content

Sami Craven

Director & Copywriter – Craven Content



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