Why Building An Avatar Helps You Write Copy That Connects
Why does building an avatar help you write copy that connects? Well, everything needs to be written for your target audience, and you can’t just write about anything. So, how do you know what the most effective topics are to write about? How do you get straight to your customer’s heart? It’s by knowing who they are, exactly what they want, and the specific transformation they’re looking for.
It’s not about you. It’s not about the features. It’s always about them and their goals, dreams and desires. And great marketing makes people feel any or all of the following: inspired, engaged, motivated, uplifted, seen, heard and understood.
Remember you’re talking to a real person, so it makes sense, right? You want to be writing about the things they care most about. You want everything you put out there to be valuable.
Let’s say you’re a holiday destination in tourism marketing, and the basis of your avatar is a 45-year-old woman, with 3 kids, and a horrendously busy work, family and life schedule.
Let’s call her Nadia. Nadia needs a break. She’s truly burnt out. Hanging by a very thin thread.
All she wants is to feel free of worry on a relaxing break away with a couple of her friends in a restorative location. She wants to disappear where no one needs anything from her.
And you just happen to have her perfect escape, but how can you show her this?
Building an avatar to know your customer’s greatest needs
Start with Nadia’s greatest problems and desires. The more specific, the better.
To have a full night of restful sleep where one of the kids isn’t waking her up or she’s not lying awake worrying about her endless to-do list. A few nights… a much-needed bonus!
To be able to just let go of the daily grind and have a laugh with friends where she’s free of responsibilities.
To feel free whilst wandering through the winding cobbled streets of your destination, doing a spot of exploring, sightseeing and getting out of her head.
To relax and read her book, totally undisturbed by anyone or anything.
To finally close down the tabs in her brain and relish the feeling of switching off.
To leave her break refreshed with energy and a newfound zest for life.
So, what topics can you touch upon that will show her your destination is THE ONE! How can you encapsulate how it will make her feel?
Remember:
You’re selling the transformation in how she feels when she arrives at her destination, kicks off her shoes, sinks into relaxation and physically feels the stress melting away from her body.
You’re selling the liberating buzz from the fancy free cocktail she will receive on arrival, the chilled music she will hear at the bar and the opportunity to spend quality time with friends, which she never gets to do.
You’re selling the opportunity to recharge, slow down and feel calm over chaos.
When you understand exactly who you’re talking to, it’s easier to pinpoint the topics to write about to make them unique and engaging. People are bored of seeing the same regurgitated cookie cutter content that they don't resonate with.
That’s not to say you can’t repurpose content you’ve already put out there as an amazing way to save time, energy and create a fresh new spin on a piece of copy or content.
But essentially, the more specific you get about understanding your target audience's problems and desires, the more specific you can get about topics tailored to solving or fulfilling them.
The more clarity you have, the more you can dive deeper into topics to create original content.
An easy way to learn about building your avatar and nail a solid marketing foundation to take your marketing to the next level? Grab 6 Steps to Marketing Clarity, a self-paced course you can work through in your own time.
