Lesson 10 - Creating Your Ultimate Client Avatar
Back in the day, your instructor worked for HSN, one of the top 10 online retailers in the country. HSN went through a regular exercise of defining their customer. We ended up with four distinct personas. Every piece of communication that we sent to customers, every product we purchased to sell online or on-air, every press release had to address at least one of these personas. This lesson builds on Lesson 5, Creating Your Ultimate Client Message. Lesson 6 challenged you to stop looking inward on your firm, and start looking outward at solving your client's pain. This lesson introduces you to creating a client avatar, one of the fastest ways to ensure that your marketing messages are on point and to ensure that you are advertising where your client is probably looking. We paraphrased some of our real-world experiences at HSN for this lesson, highly edited to conform with our NDA. We also how and why the Client Avatar is essential using our real-world clients as examples. In Supplemental Materials, we link to another online marketer that has created the best Client Avatar worksheet and his instructions on how to complete it.Lesson Materials
Client Avatar Worksheet Download
In the video lesson, we spoke about Ryan Deis, and the incredible job he has done in defining and creating a Client Avatar Worksheet, and promised a download. Due to Intellectual property rules, we decided that rather than initiate any form of impropriety, we would instead provide a link to his page, and to the client avatar worksheet.
Lesson Transcript
Lesson 10 Client Avatar Audio