Knowing your audience is one of the most important things to keep in mind when it comes to starting a business. No matter what your product or service is, you should know how your target audience is so that you can be very specific in how you market yourself and your company. It means that you can also create something personal for your customers so that you are talking directly to a person rather than a faceless crowd.
To help me when I set up my podcasts, blogs and my website, I created three different avatars to help me focus who I was talking to, know what it is they need and want from my company and really helps me to create a personal connection with my audience. I don’t just create a stereotype to work to but a person with first and second name, strengths, weakness, a job, their financial situation and their family situation.
Wilma Reed is the first of my avatars. Wilma Reed is inspired by Kevin Durant’s mother. I based Wilma on Kevin Durant’s mother because of how her speech moved me. Every mother could have a child like Kevin Durant and I wanted to speak to single mothers. I wanted to help single mothers who have creative ideas and help them start their own business. I wanted to show those struggling single mothers that there is hope, that they can be entrepreneurs, turning their dreams into reality and still be able to look after their children.
Wilma is about 34 years old and has two children called Kevin and Darius; she works as a nursing assistant at Regis Regional Hospital. She earns about $11 an hour, works overtime and isn’t tech savvy. When I am creating my blog posts, tutorials and podcasts I keep Wilma in mind as some of the concepts and tricks that I am teaching I may need to break down a bit more and do some step-by-step instructions for to help explain the technical side. Wilma’s biggest obstacles to becoming an entrepreneur are lack of time and technical skills.
Sam Watson is a college student who has just graduated and can’t find a job in his field. So he is working as a waiter, so he has to be really careful when it comes to money. Sam has a couple of really great ideas but is having a hard time getting started. Because he doesn’t have a lot of money, Sam needs some low cost solutions to getting his business off the ground. He’s 22 years old, doesn’t have any kids and works at Wayne’s Fine Dining. At college he learned a few things so he does have some technical skills, this is something I need to keep in mind when I write my tutorials and blog posts as not everything needs to be boiled down to being really simple when I am talking to Sam. The biggest hurdle for Sam in becoming an entrepreneur is money.
Mitch Miller is an attorney and is inspired by my cousin, who is actually a small business owner and is always asking me lots of questions about how to make the best use of his time because he doesn’t have a lot of it. So Mitch is already an entrepreneur but really needs help on learning how to outsource different jobs as he doesn’t have time to do everything himself. He’s 33 years old, has two children, Sarah and Jeff and is married. He has two employees, owns his own law firm and earns a six figure salary but doesn’t like to talk about how much he earns. Mitch has some technical skills but he doesn’t have the time to be able to use them. He’s got to find out what he can outsource when starting and running a business; some people have plenty of money for their start-up but don’t have the time. He commutes to and from work which is when he listens to podcasts and reads blog posts and tutorials. This is something I have to keep in mind when it comes to making my podcasts and blog posts to make sure I don’t make them too long.
There is a fourth person that I speak to in my audience and that is myself. When I am looking at writing tutorials and blog posts and doing podcasts, I think about all things that I would have wanted people to tell me when I was first starting my business.
The benefits to talking to avatars in your audience means that you can relate really well to your audience and it is personalized to those people you want to reach and that you have a passion for serving. It also lets you feel more connected to you audience and make your listeners feel like friends.