If you’re speaking to everyone, you’re speaking to no one. That’s why we create client avatars. We give them names, talk about where they like to shop and whether they’re married, have kids or pets...or both. But we fail to include the most important information in these profiles - that which will help guide our content and convert visitors into customers.

In this solocast, I’m breaking down a lot of myths surrounding the ideal client avatar and why most of the avatars I see are incomplete. I share an actual example of an avatar I commonly see and how it can be improved for the purpose it was designed for - to judge whether the content and services we’re releasing will resonate with the audience they’re intended to reach.

Bonus: I’m giving you specific questions to get you started forming your own (useful and accurate!) ideal client avatar.

In this episode we discuss:

• The purpose of an ideal client avatar,
• How to create an avatar when it seems like you have more than one ideal client,
• The difference between demographics and psychographics,
• Why designers love client avatars, and
• What most client avatars are missing.

 

Visit Pattern of Purpose for show notes and links to resources mentioned in the show.