Do you know the secret behind every successful piece of advertising, media or entertainment?
Here it comes.
It is always, ALWAYS designed to be SPEAKING DIRECTLY TO SOMEONE SPECIFIC.
Whether that’s conscious or unconscious, it doesn’t really matter.
Some lucky people do it unconsciously via their close connection to their audience, others have to learn it some other way.
Take the very long-playing, very popular car TV show Top Gear:
If you don’t want to watch the whole clip, I’ll cherry pick the important bit from it for you.
The show’s leading host Jeremy Clarkson says he always thinks of his mother when designing his bits – someone who knows absolutely nothing about cars or technology or anything of the sort.
This is very, very important.
The result is a remarkably down-to-earth tone, appealing to a very broad segment of the audience.
Speaking to the core audience (mainstream, normal person) without alienating those with a deeper interest.
It makes for a very focused, very particular experience people can relate to.
The important thing is to HAVE a Customer Avatar in mind when you create advertising, media or any kind of content. Then the act of creation will flow from a place of connection to the audience, and you will almost magically end up with compelling content. I dare you to try it!
But for this to work, you first have to sit down and think about who your audience really is! On many websites out there I get the feeling, they’ve never done that!
Andreas – that is very true. It takes some real thinking and feeling on your part to find who it is they’re supposed to be talking to. But it’s so, so worth it… and the rest of the job in marketing becomes so much easier.
The best way to advertise on your blog is to keep experimenting with different things until you find what works for you!
I read a lot of blogs and I don’t finish blog posts that are too technical. I think it takes a lot of skill to write in a manner that attracts a broad audience of newbies and those who have a very deep interest in your particular topic. I always try to reach the broad audience, but sometimes I know I get a bit too technical.
Brian – that’s so very true… many bloggers get so enamored of their expertise and particular niche that they forget they’re talking to real people.
This is why it’s so important to know who your audience is. On top of that it’s smart to have someone that isn’t super knowledgeable on the topic to read it as well as someone that is more knowledgeable and see what their thoughts are; this will help you finalize it and reach that broader audience. But all the statements are correct, reaching both groups is a tough task to tackle.
I agree that knowing your audience is very important because obviously you want people to read your blog right? 🙂 Personally, I like it when bloggers interact with their readers and take the time to take note of their opinions. Topics should be interesting as well and it also helps when the bloggers are genuinely interested in the topic because it shows in their writing.
It’s very important to engage your customers. Make sure that you’re communicating with them in every blog post or advertisement that you make, so that you’ll be able to get favorable responses from them.
Jim – that’s very true, it’s so easy to go under the illusion that as a marketer you are your market. Which really isn’t true, even when you fit the demographic. It’s necessary to involve others, preferably real people but if you can do it in your head, that’s a good start too. 🙂
I know realize why I like top gear so much. I don’t really know that much about cars but I guess that is who they are appealing to anyways! I think that method of relaying information is very effective so as not to narrow your consumers more than you want to.
Heh, you’re very correct Elena! I know there is a surprising amount of women who actually like and watch Top Gear, all the while lamenting how testosterone laden the content is.. So this is why 🙂
Agree, you make me clear, thank for mention it…
Agree. Knowing about your customers will give them an impression that you are care about them and that you would like to do business with them.
Harry – not only an impression, but the caring should actually be real. 🙂 And that in itself will enable you to serve them…
I’ve come across several websites that obviously have no clue who their real target audience is and may not even care to learn.
I agree with you.know more about your target audience.engage with them and get a feedback from them regularly.it will definately improve your sales and online reputation.
Having an avatar is important because people will be more likely to trust you and want to engage with your writing. In addition, check out my new blog post on saving costs: https://yourlifetube.com/vitacost_coupon_codes.
Figuring out who your target audience is and who your “ideal customer” would be is one of the first things you should do before you ever even create a website, but I think it’s something most people never even consider. You can’t connect with someone very well if you don’t know who it is you are actually speaking to.
Does avatar play such an important role , really thanks for this information
I read a lot of blogs and I don’t finish blog posts that are too technical. I think it takes a lot of skill to write in a manner that attracts a broad audience.
I was always thinking that there is no need of avatar for a customer, but when i read this article, i think i was very wrong..there shud be a avatar for each customers 🙂 thanks for explaining!
I agree that knowing your audience is very important because obviously you want people to read your blog right?
Great post! This really helps others.
Customer avatar is a key aspect in reaching your audience’s trust.