Rogues Gallery

Catherine, now that you are in business, have you defined your Avatar? 

My what?! 


An Avatar as it turns out, is not just some blue humanoid character from the movie of the same name, it is also your ideal client and I didn’t have one. I had no idea who my ideal client was. I wanted to coach everyone from everywhere; males and females, young and old, rich and poor. I was trying to be all things to all people. 


The problem with that though, I was fast running out of energy and money.  Without an ideal client, my marketing was ineffective and expensive. I was spreading myself too thinly, especially when I had a limited (read ‘no’) budget. 


However with an Avatar…


I could have conversations with them. I knew exactly what they looked like, how old they were, their income and education. I knew what their hopes and dreams were. Their beliefs and values, wants and needs. Most importantly I knew what their problem was and why they wanted to solve it. 

Defining an Avatar enables you not only to identify what you can see on the outside of your client; what they look like? Male or female? Are they educated? What is their income level? What is the problem they are trying to solve?  

My Avatar had depth, personality and character. They were alive!


So what?! You might ask.


Consider this, how much easier do you think marketing and product/service development would be if you could ask your clients directly? Having an Avatar I could ask my ideal client directly questions like; Is this a good idea? Would this get your attention? Guess what they would answer! No. I’m not crazy, well, maybe a little nuts. The thing is though because I had a focus everything was easy, and I wasn’t spending energy or money attracting clients I didn’t want. 


Why not get a little nuts. Create your ideal client Avatar and talk to the voices inside your head, who knows they may talk back.


Quote of the Week

“Don't give in to your fears. If you do, you won't be able to talk to your heart.” 

Paulo Coelho, The Alchemist

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