Creating Your Customer Avatar part 1: "Developing Empathy"
To kick off this course, I want to start by shifting your focus from your needs to the needs of your customer.
When we begin this journey we tend to always have the end goal in mind: To get more customers.
I mean, let's be real. That's what we're trying to do here. It could be getting people to join a mailing list, give to charity or accept free hugs. It doesn't matter. We are asking strangers to do something for us.
The problem here is that we become self-focused. Worried about our needs and how WE can move forward.
This is a losing mentality and it needs to change. The sooner the better.
You are NOT the Hero
In a great book called "Storybrand" by Donald Miller, he discussed the idea of the "hero's journey'.
A story writing technique that follows the journey of an average joe who has a desire for something more. There's a villain that is preventing him from reaching that desire and through the guidance of a wise guide, the average joe overcomes his obstacles to become the hero of the story.
That's a very watered down version of the "hero's journey" but you get my point.
Think "Star Wars", "Harry Potter" or "Lord of the Rings".
One of the most important points in the book is this:
Your are the GUIDE
You are Yoda, NOT Luke Skywalker.
It is your job to guide the hero of the story (the customer) to success.
Let's take a look at some defining characteristics of a great guide:
Understands the hero's history and pain.
Understands the hero's desires.
Can provide wise council in times of confusion.
Has a development process.
Can provide training tools or courses.
Is an expert in their field.
Is short and green (ok, maybe not this one).
Ask yourself this question and be honest.
Does your business resemble a great guide?
It's ok if it doesn't, because that's the goal of this lesson.
This is an ongoing journey, but we can lay a solid foundation now so we can begin to identify and empathise with our customer avatar in the lessons to come.
Step 1: Resources
Step 2: Their Pain Points
Think about what your customer struggles with as it relates to your product or service. What keeps them awake at night?
If it's not enough to keep them awake at night, then it's not enough to compel them to purchase.
Step 3: Their Desires
What do they want most out of life? What do they dream about having?
Most people don't desire a car when they buy a BMW. They desire the reputation that comes with the brand.
Step 4: Their Motivations
WHY do they desire these things? What drives them?
Now that we know their desires, what motivates them to reach their dreams?
So my desire may be to build a business that provides significant passive income, but my motivation is to provide for family and open up opportunity for my children.
Step 5: Their Obstacles
What is preventing them from reaching their desires? What stands in their way?
It could be internal factors (fears, insecurity, lack of confidence) or external (lack of finance, location, weather).
Step 6: What They Love
If you sell nutrition consulting, understand that you are not the first one to enter into this territory.
Your customers already have experience with other nutrition consultants or programs that help with nutrition.
What do they currently enjoy about your industry? What's currently working?
Step 7: What They Hate
Just like step 6 but the reverse. What do they hate about your industry? What isn't working?
Be sure to share your answers with the tribe.
If you have any questions or any help requests, post them up in the subreddit as well so we can all answer and learn together.