Hands up who wants more publicity?
Then you need to get better at talking to your client avatar (your business bestie). If you know WHO needs your products, you can make sure you are connecting with the media outlets these people read and listen to. If you are after publicity, then you have to take the time to work out who this person is.
Knowing who your perfect client is will help develop the foundations for all your marketing especially your PR and as an intrepid publicity seeker. While I am all about PR, finding your perfect client falls under the overarching umbrella called marketing – this is an essential part of your marketing plan (you do have one of those, right?).
You HAVE TO know who you are talking to and why before you even begin marketing your wares.
Knowing WHO that perfect client/customer helps you craft your key messages and how your story connects with them. You can have multiple avatars – target markets – but when you are starting out, it is best to start with one – get that right and then evolve your message and marketing.
When I created my perfect client, I gave her a name – Alex. I took a piece of butchers’ papers and brainstormed everything I knew about her or wanted to know about her. I got to know her well – what keeps her up at night, what worries her the most about her business, where she goes for her information, where she socialise, what is important to her. This helped me know what to say to her to get her interested in me and what I am doing … and how I can help her. All my marketing and PR is anchored in this knowledge.
Alex is a person to me. I care about her and how I can help solve her problems.
I help her and she helps me get the publicity I am after for my business because when I share my story, I know what will resonate with her.
Why avatar? Isn’t that a movie? The reason why many companies give their ideal client a name is they become a person to the organisation. Marketing products and services is not all about just selling to a nameless person, an avatar is a complete identity. It is easier to connect with a real person than an elusive ‘target market’.
Let’s start building your client avatar. Let’s get to know this person so when it comes time to writing your content – blogs, articles, media releases, bio, website content and social media posts so you get the publicity you desire and deserve – you are talking DIRECTLY to this person.
First we are going to look at the demographics (who they are – gender, age, income – the dry facts) of your perfect client…and then the psychographics to dig deeper and really understand what makes that person tick (why they do what they do).
Building demographic info is straight forward – have a look at your existing client base and you will see a pattern. If you are just starting out and have no idea, brainstorm who your product and service is aimed at – who do you want to help. The list below gives you an example of what the demographic and psychographic info looks like.
|Demographic Examples||Psychographic Examples|
You’ve probably heard of demographic before but psychographics may be a new term. It is the why people do things or buy things or need things. When you take the time to go deeper, your ideal client is going to see your marketing and go ‘oh yeah, I need that,” because you GET them and deep down they know you care about them and what matters in their life.