WEBVTT 00:00.210 --> 00:01.110 In this video. 00:01.110 --> 00:06.600 Let's take a look at how to create your customer avatar and how to identify your target market. 00:06.630 --> 00:13.110 These are the basic foundational tasks you have to do in your marketing so that you can start to target 00:13.110 --> 00:14.910 the right types of customers. 00:15.090 --> 00:21.660 So let's begin with your customer avatar, which is just another way of saying creating kind of a profile 00:21.660 --> 00:24.300 of a customer who is your customer? 00:24.600 --> 00:31.590 You can create a story for them like a day in their life and you can imagine how old they are or kind 00:31.590 --> 00:32.660 of life they lead. 00:32.670 --> 00:34.200 What are their frustrations? 00:34.200 --> 00:35.520 What are their desires? 00:35.850 --> 00:37.780 What kind of problems are they trying to solve? 00:37.800 --> 00:38.940 What do they need? 00:39.120 --> 00:44.400 And once you understand what their desires are, what they need, you'll be more accurate in positioning 00:44.400 --> 00:47.610 your product exactly in a way that appeals to them the most. 00:47.610 --> 00:48.250 So they buy. 00:48.720 --> 00:54.080 And in the beginning, you want to note as many demographics and psychographics as possible. 00:54.090 --> 01:02.700 Demographics are measurable things Age, sex, location, income and psychographics are things like 01:02.940 --> 01:04.700 desires, fears. 01:04.710 --> 01:07.290 These are things you can't measure, but they're equally real. 01:07.560 --> 01:14.160 And so let's do an example of that so that you can see how a customer, avatar or story would look like. 01:14.160 --> 01:18.360 And let's use a product of mine that I built a long, long time ago. 01:18.360 --> 01:19.320 I don't promote it now. 01:19.320 --> 01:22.380 I kind of stopped that for the most part. 01:22.380 --> 01:28.290 But long time ago I had these mobile apps that used to help entrepreneurs. 01:28.650 --> 01:35.130 And so my thinking could have been like, Well, anyone has a phone now, anybody can get a mobile app, 01:35.310 --> 01:37.110 my app can be used by anyone. 01:37.110 --> 01:38.820 And it's kind of true, right? 01:38.820 --> 01:42.960 Like, certainly my clients can be all over the world generally. 01:42.960 --> 01:47.670 They're on the younger side because, you know, people who are younger, they tend to use apps more. 01:47.700 --> 01:50.160 Also, people who start businesses are mostly male. 01:50.190 --> 01:53.910 Also, people who start businesses tend to be financially stressed because, you know, they need to 01:53.910 --> 01:54.870 make money somehow. 01:55.080 --> 01:57.300 And there are some more things we know about these people. 01:57.300 --> 02:00.570 For example, maybe they're losing a job, maybe they can't find the job. 02:00.570 --> 02:02.280 That's why they're starting a business. 02:02.280 --> 02:05.310 Maybe they need to alleviate some financial stress. 02:05.310 --> 02:10.020 And so because of that, they cannot pay too much, which is a problem because, you know, how are 02:10.020 --> 02:12.270 we going to stay in business if our customers can pay? 02:12.270 --> 02:18.360 So even though this kind of gives a sense for our customers, this is still so, so broad. 02:18.360 --> 02:23.100 It's like millions and millions, maybe billions of people can fit this description. 02:23.460 --> 02:30.540 So we need to narrow it down a little more and we need to narrow it down by looking at ideal customers. 02:30.540 --> 02:36.540 So let me offer you some lines of thought for that, because of course we want to help everyone. 02:36.540 --> 02:42.330 But for the business to survive, the business needs a good source of paying customers. 02:42.330 --> 02:51.840 So the customer avatar can be about the ideal customer, not anyone who you'd want or would invite to 02:51.840 --> 02:52.890 use your business. 02:52.890 --> 02:55.620 Of course, you would want anybody to become your client. 02:55.620 --> 02:56.880 That's a no brainer. 02:56.880 --> 02:58.530 But most people just wouldn't. 02:58.680 --> 03:03.870 People usually pay for things they really want and need, and that's why you need the ideal customers. 03:04.110 --> 03:09.180 So you start to narrow down your customer profile. 03:09.180 --> 03:14.820 For example, instead of everywhere in the world, you can say, Well, maybe just the focus will be 03:14.820 --> 03:20.340 on countries where there's like strong economies and strong currencies so that people can afford my 03:20.340 --> 03:20.970 rates. 03:21.240 --> 03:27.150 And again, sure, you'll take customers from anywhere in the world, but your main focus will be on 03:27.150 --> 03:32.430 the wealthy countries for no reason other than those are the people who can pay the most. 03:32.850 --> 03:37.110 And so with that idea, you would start to build your ideal customer profile. 03:37.110 --> 03:42.870 For example, you want people who can afford to pay something at least, so they have to have a current 03:42.870 --> 03:43.590 job. 03:43.980 --> 03:49.380 Maybe they're looking for a side income, a side business, maybe they're looking to get out of a job, 03:49.380 --> 03:55.470 but at least they have a job now, maybe age 26 to 35 so that they're not too young, kind of young 03:55.470 --> 03:58.740 still, but not too too young so that these have some money. 03:58.740 --> 03:59.880 Usually it's male. 03:59.880 --> 04:06.690 So of course, you would want women, but knowing from the demographics, it's a male dominated field 04:06.690 --> 04:08.040 and that's who you would target. 04:08.280 --> 04:13.770 And generally you would want people who are single because once people have a family, they have very 04:13.770 --> 04:15.240 little time to start new businesses. 04:15.240 --> 04:16.860 They want to, but they really can't. 04:16.950 --> 04:19.350 So it's easier to target single people with this. 04:19.770 --> 04:23.190 And again, some people will say, why don't you target women? 04:23.190 --> 04:25.680 You know, there should be more women in the entrepreneur field. 04:25.680 --> 04:26.670 And I agree. 04:26.670 --> 04:27.420 I agree. 04:27.420 --> 04:33.810 But I'm just going off the current data, which actually since I did create these apps, I know that 04:34.350 --> 04:39.780 my analytics showed demographics of about 70% male, 30% female. 04:39.780 --> 04:46.440 So I'm really going off that data that showed up because this business I'm showing is a little bit in 04:46.440 --> 04:51.960 hindsight because I ended up building this these apps and running this business in any case. 04:51.960 --> 04:58.050 So the ideal places or countries these customers will be are, you know, there are four countries where 04:58.050 --> 04:59.700 everybody speaks English, essentially. 04:59.860 --> 05:05.490 United States, Canada, UK or Australia, or let's say 90% of the people speak English. 05:05.910 --> 05:09.450 And also these are the countries where the currency is really strong. 05:09.780 --> 05:15.210 And in my apps, most of the buyers actually used to come from these four countries, even though there 05:15.210 --> 05:20.220 are almost 200 countries in the world, most of the buyers came from these countries. 05:20.280 --> 05:22.770 So these are the demographics. 05:22.770 --> 05:28.590 The psychographics may be that they're highly motivated, consistent, and they understand the value 05:28.590 --> 05:32.580 of getting help because people who don't understand the value of getting help, they're not going to 05:32.580 --> 05:33.240 pay for it. 05:33.690 --> 05:36.490 And these particular apps were helping entrepreneurs. 05:36.510 --> 05:39.000 So that's the profile of your customer. 05:39.000 --> 05:43.620 And the story you would write is, well, so this person is, let's say, sitting at their job. 05:43.620 --> 05:44.850 They're really bored, right? 05:44.850 --> 05:46.320 They're kind of a young person. 05:46.320 --> 05:51.210 They're at a boring office job, perhaps, or they have a boss who maybe watches them around too much, 05:51.210 --> 05:54.690 angry at them, and they're just not happy at the current job. 05:54.690 --> 05:55.840 So what do they do? 05:55.860 --> 06:02.730 They go and they look on Google or YouTube or mobile app stores, how to start a business and just to 06:02.730 --> 06:07.310 share with you, that's exactly how I ended up targeting these clients. 06:07.320 --> 06:11.550 I used to focus on search in the App Store search and Google search and YouTube. 06:11.550 --> 06:18.030 So when people did search those things, they found my content, my apps downloaded it, and they were 06:18.030 --> 06:25.200 a really, really good match because I knew how they would seek out the help and they matched my app, 06:25.200 --> 06:28.590 how I built the app, and how I marketed the app to their needs. 06:28.590 --> 06:30.630 And that's why it all worked out. 06:30.630 --> 06:36.900 So that's sort of the A to Z of why it's important to build an avatar, how to do it, how to find demographics 06:36.900 --> 06:44.670 and psychographics, and how to then position your marketing and your business to satisfy them the most.