Letter From The Publisher: Avatars
Hawk Mikado Wednesday, May 24, 2017
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Knowing the impact you want to have in the world is one thing. But knowing who you want to have that impact on is what takes your idea and turns it into reality. Because, unfortunately, you can’t help everyone. You can’t be everything to everybody.
That’s one of the hardest lessons I had to learn: that being everything to everybody, trying to save people, will never get you where you want to go. If you truly want to make an impact on the world, then you have to get crystal clear on who that person is that you’re going to serve. Develop that target avatar. Identify exactly who they are, what they look like, what they stand for, what their current beliefs are, and what they need to believe in order to get the results or transformation you offer.
This is necessary whether you’re selling a service, a product, information, or training. None of it matters if you don’t know who your avatar is. When you try to speak to everyone, no one will be interested. But when you speak to one person, you can speak directly to your ideal avatar. That’s the person who you know, if they seize the moment, invest the time, invest the money, and invest the effort, then their lives will be changed forever. Because you are handing them the solution to their problem, the map to their treasure.
Define your avatar. From there you can start to develop your target market, and once you know your target market, you can start using Facebook ads, Google ads, and LinkedIn ads to reach them.
You can only do that that if you know who you’re speaking to.
Imagine setting out to write an email addressed to everyone in the whole world. In that email, your goal is to try and solve their problems. Not only will that email be extremely challenging to write, but it will likely be terrible (not to mention terribly long). It won’t have any impact.
In contrast, if you were to write an email addressed to one person with one problem and a specific set of beliefs around that problem, then having an impact on person becomes simple. You’re no longer trying to help everyone. You’re trying to help one person, and in so doing you’re helping the world.
But you can’t save people. You have to get clear that you’re here to lead people, not save them. To lead that one person or that one community is to hear them and give them the support that you provide. Every product, every service, every program on this planet is designed for one type of person. It’s from there that it branches out. But to understand how to get the best results for that person, how to give them exactly what they need, you have to understand a couple of key things.
First of all is their demographics. When you create your avatar, you’re drilling down to the minutia of their age, sex, marital status, what type of house they’re living, what’s their living situation, how many children do they have, even giving them a name. All of this demographic information is really important. What’s their job, their title, their income, not to mention a hundred of other things. (If you’re looking for more in-depth training, there is a ton available. The ClickFunnels community has some and we have some as well. Feel free to reach out to our team. We’ll send over some demographics questions.)
The next thing you need to know are the psychographics. What do they believe? What are their values? What do they want in life? What are their current belief structures around that thing? What are their current belief structures around what they can’t do in life, what they don’t have a solution to?
If you understand someone’s current belief structures, you can understand everything about them. You can create training that helps debunk their false beliefs. You can create presentations, PDFs, books, and educational materials to show them why your product, service, or solution is right for them.
If they don’t believe what you have is going to solve their problem, then they’re never going buy from you. So you need to know why they don’t believe in your solution. Then you can meet them in their place of, *“I have a problem but can’t find a solution,” and you can come alongside and tell them, “Well, actually there is a simple solution! You obviously haven’t found this yet, but this solution will work for you.”*
One of our avatar’s belief structures is that being an expert, being seen as an expert in the marketplace is really difficult. One of our debunking messages, one of the things we share with them to show them that it’s easy to become an expert, is that you don’t need to have 10,000 tips or to spend $10,000. All you need is to be one step ahead of your current prospect, of your community. To them you are an expert. Yes, you follow people who are the experts in your eyes. That’s okay, because that’s how you continue to develop, grow, and learn. Your tribe are going to continue to want to learn from you because they see that you’re continuing to grow and learn yourself.
That’s just one example of how you can leverage a current belief structure and help reframe it for them. As you can see, once you know your avatar’s demographics and psychographics, creating the rest of your marketing becomes much simpler.
The next thing you’ll need to examine is how to share your vision with your audience. Stay tuned because we’ll delve into that in the next edition. We look forward to having you.
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