EXAMPLE OF GOOD VS. BAD CUSTOMER AVATAR
When asked who their ideal customer is, company ‘A’ said, “our ideal customer is someone who is self-employed and needs help with their finances.
Our software will keep their finances organized which will free up their time so they can focus on their work.”
When asked who their ideal customer is, company ‘B’ said, “Lisa is a 28-year-old freelance copywriter from New York, who spends roughly an hour each day reading blog posts and best practices, and that is where she finds a link to our company website.
Lisa makes between $30,000 and $50,000 a year but doesn’t really know her finances and, therefore, can’t commit to going on a holiday vacation or to purchase a new home.
Lisa knows she is better off as a freelancer, however, wants to get organized with her finances so she can better plan for the future.
She has been married for two years and has not got any kids yet but is planning on having them soon. Kids are a big financial commitment and so Lisa would like to get on top of her finances first.
When Lisa lands on our company website and reads about how we can help her get organized with her finances, she is very interested and would like to find out more.”
You can clearly see the difference between these two customer profiles with the better one having a lot more details such as the customer living circumstances, pain points and goals.