Creating Your Customer Avatar part 3: "From Zero to Hero"
From Zero to Hero
In Module 2 of Creating Your Customer Avatar we identified what a customer avatar was and why it was so important. We also renamed it to be called your Zero.
My experience though, has revealed to me that having just the one avatar is a bit...useless.
Well, we tend to create avatars that represent a person at the start of their journey. Typically before they’ve encountered our solution. The premise is that by getting involved with us, their lives will improve in a way that is significant to them.
This is not a bad thing. This is a really great place to start and you should be proud if you can clearly articulate who that person is.
But on its own, it’s less effective.
When you write text or create any content for that matter, you don’t want to focus purely on what they lack and how great your product is.
No, you need to frame the conversation in a way that inspires them.
You need to create a Hero. Something for your Zero to aspire to.
Knowing your Zero helps you to empathise with your audience. Understanding their current obstacles and fears. Talking on a level that they understand.
Knowing your Hero helps you to elevate the conversation to something bigger and greater.
Your communication strategy should then flow between the 2 personas providing a fine balance of empathy and inspiration.
That is how you communicate in a way that is compelling.
Andre Chaperon has a great example of this for his own brand. You can check it out here.
The exercises below can be a little tricky. They seem to be straight forward, often leading us to give obvious answers. While we don’t want to spend a long time here, we do want to make sure we clearly understand how life is improved after experiencing your product or service.
It’s unrealistic to think that ALL their problems would be solved and they have a perfect life, so just be honest. It’ll keep you focused as you guide your customer on their journey with you.
Step 1: Resources
Step 2: How has their work / business life improved?
How has the Hero's work or business life improved in relation to the use of your product or service?
Write down as many as you can think of. If it hasn't changed it at all, then write that.
Perhaps you've increased project efficiency or helped them improve their golf swing and so they are more confident on the golf course.
Some things might seem silly, but it's not really for you to judge.
These exercises are about us empathising and understanding a specific character. If you get stuck over analysing a personality trait or behaviour, you run the risk of getting bogged down in your own head.
Step 3: How has their personal life improved?
How has the Hero's personal life improved in relation to the use of your product or service?Write down as many as you can think of. If it hasn't changed it at all, then write that.
Like the last step, try and think broadly. Perhaps the purchase or experience directly impacted someone else (maybe their wife or daughter) but has had a significant indirect impact on the customer.
That right there sums up the mentality you should have when doing these exercises.
If you struggle to think in that way, don't stress. Jump into the community and ask for help. that's what it's there for.
Step 4: What is their work / life balance like?
Maybe you sell adrenaline junkie holiday packages. Perhaps your Hero has been so busy with work that they haven't had the chance to go jump of something tall. Thanks to you, they've come to appreciate taking time out for themselves again.
Maybe a new B2B efficiency app has improved how quickly an entrepreneur is able to complete projects and so is able to spend more time with their family.
Maybe it's nothing.
Whatever it is, write it down truthfully.
Step 5: How has their financial situation changed?
Not all purchases and experiences have a positive impact on a persons financial situation. Some might even have a negative impact if we're talking.
The purpose isn't meant to puff up our Zero or Hero profiles to seem better than they should be. It's just a destination on the customer journey.
Like any journey, once they reach their destination, a new journey begins to a new destination.
Write down any noticeable changes to your Hero's financial situation as it relates to your product or service.
Step 6: List some characteristics that define the hero’s personality
Go ahead and describe your Hero's personality. What are their hobbies, favourite foods, sports they like, favourite places to hang out etc.
Have fun here and bring your Hero to life.
Step 7: Name thy Hero
Go on, give him or her a name. While you’re at it, search Google for an image of what they might look like. Having this as a reference makes it seem so much more real. I literally have a photo of my ideal customer, my Hero, on my desk to keep me focused and on track while I’m writing.
You now have a pretty rad Hero profile.
Once completed, be sure to share your results in the E3 Community.