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Why you need an audience avatar

​When it comes to writing for your business, it's important that you have a good idea who you are writing for. In this blog post I’ll talk about what an audience avatar (otherwise known as an audience persona, buyer persona, etc.) is, and why you need one. I'll then show you where to find further information about how to create your avatar.

What is an audience avatar?

Simply put, an audience avatar is a characterisation of your ideal customer. It will show you all of the information you can find about your audience.

Here is a list of characteristics that you could include in an audience persona:

  • Age

  • Location (Country, Region or Town)

  • Number of children

  • Age of children

  • Homeowner / Renter

  • Social networks used

  • Challenges faced

Why you need an audience avatar?

There’s a saying in marketing:

“When you try to talk to everyone, you talk to no one.”

And looking for Mr. Average won’t help you either – the average person does not exist. The US Air Force made a cockpit seat the same size as the average of their pilots. It fitted none of them.

What this means is that you need to be targeted in your marketing in order for it to be effective. It will be more costly and take more time to hit your targets if you aim for everyone. And that’s if you hit your targets.

The purpose of audience avatars is to focus your audience down to a group of customers with similar characteristics. And this focus can help your marketing in a number of ways, including the following.

​Reasons why you need an audience avatar

1. It’s cheaper.

Using an audience avatar will make your marketing cheaper because you will know who your audience is and won’t waste money advertising to people who are not interested in your product.

2. It saves time

You will also save time by using audience avatars because you have more knowledge. For example, you will not be wasting time on Pinterest because you know that your audience uses Instagram

3. You can tailor your messaging

If you have an audience avatar you will be able to tailor your messaging to your different audiences, for example using different selling points to reach mums and dads. If you know what your audiences challenges or needs are, you can refine this to be very effective leading to higher conversions and higher sales. In fact, your audience avatar will come in handy when developing your business' tone of voice.

Hopefully by now you will understand why you need audience avatars or audience personas. In the words of Leo Burnett: “If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.”

Further reading:

Neal Brown
 

Neal is a freelance copywriter and consultant helping small business owners find their voice and be heard in a noisy marketplace.

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