Ideal customers, user personas, customer avatars - what?
Once we get past what we’re calling it, it’s time to create your “”Alright, let’s dive into this “buyer persona”!
One of the most useful things you’ll do ever in your business!
I know what you’re thinking – “Oh great, another marketing buzzword.”
But stick with me here, because this stuff is actually so useful!
The many faces of our ideal customer
So, you want to know about all these fancy terms for describing our dream customers? Buckle up, because there’s quite a few:
- Customer Avatar
- Buyer Persona
- User Persona
- Ideal Customer Profile (ICP)
- Target Audience
- Customer Archetype
- Marketing Persona
Yes, it’s a lot.
I kind of got used to using “Customer Avatar” but that’s just cos I heard it a lot.
I suppose most accurate when it comes to websites is “user persona” – as it shows there are different types of people visiting your website, following you on your social media channels, connecting with you on LinkedIn.
All these words are pretty much trying to do the same job: help us understand who we’re selling to.
Who’s using what?
Since I was in this rabbit hole I was thinking, why all this varying terminology?
I researched and worked out (let me know if this is wrong):
- Big corporates: These folks love their “Buyer Personas”. It sounds professional and makes for great PowerPoint slides.
- Financial companies: They’re all about that “Ideal Customer Profile” (ICP).
- Retail in the UK: British retailers often go for “Customer Avatars” or “Target Audience”.
- US retail: Over in the States, “Buyer Persona” is the buzzword of choice.
- Tech companies: These guys are obsessed with “User Personas”. Makes sense, since they’re all about the user experience.
The real scoop
Here’s the thing – whether you call it a customer avatar, buyer persona, or “Maude, the client who makes me smile”, what really matters is that you’re taking the time to understand your customers.
When I started my company in 2002, I didn’t know all these terms. We just listened to our clients and naturally exhibited the people pleasing qualities and our clients love. I’ve added some more boundaries since but innately I am still about service and happiness above all else. I doubt that if you’re reading this you’ll be using this information to take advantage of me so I am not afraid to admit it.
Your ideal customer/client/people you want to magnetise magically to you:
The goal is the same: get to know your customers like they’re your best friends. Because in a way, they are!
Let’s use “User Personas” and clarify: What are they?
So, user personas (or customer avatars if you’re feeling fancy) are basically fictional characters we create to represent our ideal customers.
It’s something we do as an exercise for our Loyalty Club clients but I wanted to create a useful mini guide for you here:
Why should you care?
Look, I get it. You’re busy running your business, and the last thing you need is another task on your to-do list.
But this isn’t something to skimp on! And I promise it’s 1-2 hours of work, really, if you boil it down.
Understanding your ideal customer can save you a ton of time and money in the long run. It’s like having a secret weapon in your marketing arsenal.
Another amazing benefit:
Once you’ve got your buyer persona all fleshed out, here’s a nifty trick I picked up from the marketing queen herself, Marie Forleo:
Write as if you’re writing to that person.
Imagine you’re sitting across from them at a coffee shop, having a chat.
How would you explain your product or service?
What words would you use?
What tone would you take?
This approach does wonders for your writing.
Suddenly, your copy isn’t just words on a page – it’s a conversation. It’s personal. It’s engaging. And most importantly, it speaks directly to the person you want to reach.
So, next time you’re staring at a blank page, trying to write some marketing copy, don’t panic. Just picture your buyer persona sitting across from you, sipping their coffee and start chatting. You’ll be amazed at how naturally the words flow.
Remember, folks – this isn’t just about ticking a box on your marketing to-do list. It’s about really getting to know your ideal customer, so you can serve them better. And isn’t that what we’re all here for?
How to create your own buyer personas (without losing your mind)
- Get nosy (in a good way)
- Ask your favourite customers the important questions (what surprised you when you started to work with us? What problem did you come to us to solve? Why did you choose us?)
- Stalk them on social media (kidding… sort of)
- Look at your website analytics and see if there are patterns
- Play detective
What do your best customers have in common? Really if you can document as much as possible do so. Try answering as many questions as you can – here’s a list:
- What keeps them up at night?
- Who do they want to impress?
- Who in their lives have influence?
- What industry trends are they most concerned about?
- What motivates them? (Praise, money, acceptance, being heard, quick fixes, etc)
- How do they typically make purchasing decisions?
- What’s their budget like for services like yours?
- Where do they hang out online? (LinkedIn? X? Instagram? Certain blogs/news sources? Industry forums?)
- What kind of content do they consume? (Blogs? Podcasts? Webinars?)
- Who are the key decision-makers in their organisation?
- What’s their typical career path?
- What are their biggest professional goals?
- What tools or software do they already use?
- How tech-savvy are they?
- What’s their communication style? (Formal? Casual? Direct?)
- What are their company’s values?
- How do they measure success in their role?
- What past experiences have shaped their current needs?
- What objections do they typically have when considering a new product or service?
- Bring your persona to life
- Give them a name (I once named one “Sceptical Sarah ” – feel free to steal that)
- Write their story (so you can more easily summarise this to your team members and future self)
- Make them feel real (but don’t get too attached – they’re still imaginary)
- Put your persona to work
- Write your copy as if you’re writing to them
- Consider them when you’re making your product decisions
- Even imagine them when you open up an email or answer the phone
Real talk: How this worked for our clients
When we take our clients through these exercises it’s like a light bulb moment. Suddenly, they knew exactly who they were talking to in their marketing. It paves the way for so many ideas and so much clarity.
Tips for the overwhelmed small business owner
- Start small – one or two personas is plenty!
- Don’t set it and forget it – your personas should evolve as your business does
- Get your whole team involved – different perspectives can be eye-opening
Wrapping it up
Look, I know creating buyer personas might seem like just another thing on your never-ending to-do list.
But trust me, it’s worth it. And hey, if you’re feeling overwhelmed, that’s what we’re here for.
If you want to chat about it, just give us a shout. It’s a fun thing we like to do and we may even gift you a taster session if you’re nice, give us compliments, and generally act like our favourite clients.