May 28


Understand Your Customer With This Tool

By Mark Roberts

May 28, 2017

Have you ever tried to describe your perfect customer and just stood there looking blank?

Or worse….

Used a phrase something like “anyone could you use our product”.

You aren’t the first and you won’t be the last.

However we do know that to really move your business forward then you need to have a really solid idea of who your ideal customer is and in some detail too. It’s not good enough anymore to simply think you are for everyone. That’s just not true. Even if you haven’t realised it yet, you can probably find something in common with all of your customers and the reasons for buying from you.

We call this a ‘Customer Avatar’

A truer, deeper understanding of the motivating factors that cause your customer to make a purchase. If you know who buys from you and why then you can deliver the right message to the right people and stop wasting time, energy and MONEY on trying to get everyone to buy.

The reason a lot of businesses don’t have this understanding is because it’s tough…like, really difficult to understand. This is why you know it’s worth it.

We actually include this as part of a much a bigger process to try and make it a little easier but here are some headline questions to consider when building a customer avatar.

  • How old are they?
  • What do you they do for work?
  • Do they have kids?
  • What are the biggest challenges they face?
  • What are their pain points?
  • What are the major objections to buying your product?
  • What goals do they want to achieve?
  • What books/magazines/blogs do they read?
  • What are their favourite websites?
  • What celebrities do they follow?

All of these questions will start to build a real picture of who your customers are. This will also tell you where they are hanging out (in the digital world) and maybe there is a way to get a message to them now you know where they are. For example, we might use the Facebook advertising platform and show people ads that are interested in a particular book or website that you know your customers love!

This is also great information to have when you have to try and get help with your business. When we take on a new client, this is the first thing they do. They complete a load of different documents that show us the big picture of what they do, what they sell, why they sell and to whom.

We even give our customer avatars names…meet ‘SME Steve & SME Sarah’


When we write ads or copy on our website, when we create images or video we always think about these guys and what do they want to know about us and what we are doing.

So there we have it

A sure fire way to get a better understanding of your customer that will lead to great opportunities in your business.

About the Author

Mark is CEO of Conscious Creatives. A passionate believer in global policy supporting local action. His passion is realising the Global Goals. In his spare time, he can be found on the coast walking, swimming or surfing.

Mark Roberts

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