Avatars are icons or figures that represent a person.

The goal of this exercise is to create a fictional person who represents your ideal customer. Who is your dream customer? What kind of person are they? What’s on their mind?

This will help you better understand the kinds of things that your ideal customer finds challenging, and make it easier for you to get their attention in all your future marketing.

NAME: [Goes Here]
Create a name for your dream customer. Joe, Jane, Steve, Sally - any name will do!

DEMOGRAPHIC:
Briefly describe your dream customer’s basic information.
• Gender, age range
• Business or household income (including a spouse's income, if relevant)
• Location, if relevant (urban, suburban, rural)

BACKGROUND:
Is your ideal customer an employee of a certain kind of business? A stay-at-home mom? What role do they play?
• Relevant information about their business/occupation/career
• Basic details about their lifestyle and/or role in the company or organization
• Other relevant info: career path, education (white collar/blue collar), hobbies, family

CHARACTERISTICS:
What are some of the traits that you’d like your ideal customer to have?
• Characteristics and mannerisms
• Personality type
• Buzz words
• Communication preferences (email, phone, etc.)

GOALS:
What’s important to them? What do they want in their lives, careers, relationships, etc.?
• Primary goal
• Secondary goal
• etc.

CHALLENGES:
The best avatars are the ones that are based on actual data you’ve collected from your existing customer base, or through market research (using surveys, interviews, etc.). What kind of challenges have people told you about?
• Primary challenge
• Secondary challenge
• etc.

HOW I HELP:
How does your business help them overcome their challenges and achieve their goals?
• All the pains I take away
• How I help them overcome their challenges
• How I help them achieve their goals

REAL QUOTES:
What are some common things you’ve heard your customers say in the past?
• About goals
• About challenges
• etc.

COMMON OBJECTIONS:
What are some common reasons your customers have given for not buying from you?
• The timing isn’t perfect?
• Your product or service is too expensive?
• Etc.

MESSAGING (PRODUCT NAME):
What is the name of your product or service? Customers generally respond best to names that are short, solution-oriented, and mention at least one benefit.
[Enter product name here]

ELEVATOR PITCH:
To summarize everything you’ve written so far…
My [package] removes [problem] and provides [benefits] to help you achieve [goal] without [objections]