Sketchy Ideas

Sketchy Ideas Episode 5: Customer Avatars

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6:05 Customer Avatars

  • “Avatars are key to helping us grow our businesses” -M
  • Like words being interchanged
    • Customer Avatars
    • Customer Archetypes
    • Customer Personas
    • Target Market

      • 8:06 Targeting your market

      • People are ingesting thousands of ads every day
      • Your target market has a specific need
      • Your target market determines how you advertise, how you sell, how you create offers and products, and how you build your brand

        • 9:10 Dive into Avatars

        • “You need to find the one thing you can build an offer around” -B
        • The challenge
          • Offers are very dependent on who is going to buy them
          • What pain point will your offer solve for the consumer?
          • “The primary differentiator between startups and big companies in building avatars is their access to customer data.” -M

            • 13:40 Why we buy

            • “We don’t just buy things, to buy things” -B
            • 3 core markets (Health, Wealth, Relationships)
              • Improves your health
              • Improves your wealth
              • Improves your relationships
              • (graphic ven diagram(ish))

                • 15:15 Market examples

                • What are you buying when it comes to Cheerios?
                  • A low cholesterol cereal - heart on the box (health)
                  • A parent eating breakfast with their child ad (relationship)
                  • “You can tie everything back to the three core markets; Health, Wealth, and Relationships.” -B

                    • 17:25 Tie back to the “3”

                    • Business owners are looking to create wealth
                      • Increasing their health inherently increases their wealth because they’re able to have a clear mind.
                      • A clear mind relieves stress and can help improve relationships with employees, clients, and customers
                      • A better relationship increases workflow and productivity which can increase profits

                        • 20:00 Break it down

                        • “You can’t just go and be the real estate guy, you have to break it down.” -B
                        • “But, you can be the $5 million + on the California coast real estate guy.” -M

                          • 21:36 Funny quote

                          • “We lost Brad’s wide shot. I think he’s calling me fat” -B

                            • 22:14 Good quote

                            • “Technical difficulties, more like technical opportunities.” -M

                              • 26:20 Salespeople Mindset

                              • The typical salesperson
                                • Everyone needs it. Everyone wants it. My target market is everyone.
                                • … good luck
                                • The goal of going through the customer avatar exercise is to picture a person
                                • “Customer archetypes aren’t just a person’s demographics.” -B
                                  • Person
                                    • Demographics
                                    • Goals and aspirations
                                    • Behaviors/sources
                                    • Challenges
                                    • Objections

                                      • 28:45 Avatars

                                      • “We’re making the avatar our hero” -B
                                      • Avatars (graphic of down arrows)
                                        • Combination of individuals and their needs
                                        • Marketing offers /= stuff
                                        • To find the route to their desires

                                          • 32:00 Ads

                                          • In terms of ad spending…
                                            • “The goal is to spend as little as possible and get the biggest bang for your buck.” -B
                                            • “Good ROI sounds like a great investment to me” -M

                                              • 32:30 What avatars teach us

                                              Full show notes here

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