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Let’s say you’re looking for some really good movie recommendations, and you keep asking all of your friends what you should watch next.

You preface your request the same way every time. “But no horror,” you tell them, because you (like any normal person, really) don’t like being scared.

But every single person you ask starts to go on a really long tangent about this “just fantastic” horror movie they just watched that you also need to see. Even though you hate horror movies.

That’s exactly the way people feel when they’re constantly getting shown your marketing materials, but your business, your product, or your service just isn't for them.

Now let’s pause for a moment here because this is one of the most important lessons you can learn in business.

You can’t market to everybody.

Teal Graphic that introduces a blog about creating a customer avatar and defining target market

Check out the episode below:

You can try, but you will fail. No matter what, there are only certain people out there who are your people. And your job as the business owner in this scenario is to pinpoint who those people are and market directly to them.

So how do you do this? The best place to start is creating a customer avatar that represents who exactly your dream client or customer is.

And I mean exactly.

Create a Customer Avatar

Um, Kevin, what the heck is a customer avatar?

A customer avatar is a fictional character or made-up representative of who your dream or ideal customer is.

You have to dive in deep to figure out who specifically needs your product or service.

Let’s go over a quick example. A man runs a surf shop in a beach town in California selling surfboards, surfing gear, and other random beach necessities, like sunscreen, boogie boards, sand toys, and rafts.

His ideal customer’s name is Bill. Bill is 28 years old and rents a house about 30 minutes inland with two of his buddies from work. He’s a single guy who sacrifices closer proximity to the beach for cheaper rent so he can spend more money on his passion: surfing.

He works as a bartender in a restaurant on the beach so he can spend as much time close to the water as possible. The restaurant isn’t cheap, and Bill is personable, good looking, and loves to chat, so he makes pretty good tips during his shifts. Overall, he makes about $40k a year.

During all of his free time, he can be found on the beach with friends or catching a wave. His last surfboard was a pretty big investment (from our hypothetical surf shop, of course), so right now he only comes in for beach and surfing gear. He’s bought his wetsuit and all other accessories from the shop as well.

Do you see how in-depth we went? You need to know everything there is to know about your ideal customer.

So the first thing we’re going to do today is learn how to create your own customer avatar.

There are several different questions you need to ask yourself when putting together your customer avatar.


  • Who are they?
  • Where do they live?
  • What do they do?
  • How much do they make?
  • What is their problem and how can you fix it?

Download our customer avatar worksheet to get access to the entire list of questions you need to ask to determine who your dream customer is:

Knowing who your target customer is, what their demographic is, and what their interests are can help you with everything else in your business: your marketing materials, your content, your upsells, etc., and get your business catering to the exact person who wants to find it.

Build a Solid Brand

What are your business’s values? Building a solid brand starts there. What values do you want your business to run and live by? What is the vision for your business?

And furthermore, what is your voice? Are you helpful? Informative? Funny? Sarcastic?

Gif of woman saying she is all of the above that is in reference to creating custom avatar

Your business’s values/vision and voice are two of the most important elements of your brand. Knowing what types of clients or customers you want to align your business with is key to understanding your ideal customer. And understanding your ideal customer is key to knowing which type of voice will most resonate with them.

Does that make sense?

All of these are moving parts that relate back to finding your dream customer.

Because one of the hardest things to understand about business is that some people simply won’t want to buy from you. No matter how well you try to resonate with some people, your business just isn’t for them.

This is why it’s so important to build a solid brand so you know who your business is, what it represents, and who it serves. When you get a good understanding of each of these pieces, you start creating content that falls in line with everything your dream customer wants to see.

And then the magic happens!

You have to go out and find your ideal customer less and less, because your ideal customer starts to come to you.

So let’s go back to our surf shop, shall we?

The owner of the shop has surfed all his life, it’s how he met his wife, and the both of them are teaching their two young boys to surf as well. His surf shop is his baby—his big, business venture that he and his wife started shortly after the two of them were married.

The two of them want to help others become as passionate about surfing as they are. They’re very knowledgeable and are happy to share words of wisdom, tips and tricks, and any tidbit of advice that they can to novice surfers.

They keep updated information on tides, winds, and weather on their website and have even installed cameras outside their surf shop that stream online so viewers can tell before they hit the beach if it’s a good surf day.

Their business vision is simply to help as many locals as possible become interested in and passionate about surfing. They’re friendly to tourists, but certainly prefer helping those they recognize from growing up in the small beach town.

Their voice is genuine, helpful, and excited to talk about the subject material. They love what they do, and it shows.

Spend Time Where Your Dream Customer Spends Time

Hey, this sounds familiar, right? Isn’t there another post around here somewhere that talks about focusing on the platforms your customer is on? 🤔

Yes! There is!

Do you know why?

Well, because it’s so, so important that we’re probably going to reiterate it over and over again until it’s so engrained in your brain, you’ll be saying it in your sleep.

Spend time where your customer spends time…💤

If, through your customer avatar, you’ve determined your customer spends most of their time on Instagram and Pinterest, but you’re putting most of your time and energy into marketing on Twitter, you’re doing yourself no favors. Your people aren’t on Twitter. They’re on Instagram and Pinterest.

And even though that may mean taking photos and creating graphics and doing things you’re not good at or don’t want to do, that’s where you’re going to reach your ideal customer.

And it’s crazy—once you start seeing the ROI just from making a couple of platform changes, you actually might start enjoying those platforms more.

Let’s go back to Bill, our ideal customer at the surf shop.

Guy that is surfing that represents and online business that defined him as target audience

(^^ that’s Bill.)

He loves Twitter so he can catch live updates from the local weather channels and he loves to snap photos on his iPhone and upload them to his Instagram feed. His friends post quick video clips on their Instagram Stories.

The shop owner understands this information about his ideal customer, so he also focuses most of his marketing efforts on Twitter and Instagram.

You should absolutely be doing the same as this guy for your business. Figure out which platforms your dream customer prefers, and use them.

Not only that, but use them well.

Infographic that details steps involved in creating a custom avatar and defining target audienceSource

Create Content That Resonates With Your Dream Customer

Have you ever heard of the cocktail party analogy before?

Well, bear with me if you have, because I’m going to explain it just in case. 😬

If you go to a cocktail party to try and network or meet new people, but you spend the entire night talking only about yourself, you’re probably not going to make any friends. In fact, people are going to actively avoid getting into a conversation with you so they don’t get stuck in a one-sided discussion about how great you are and what you’ve accomplished.

Marketing your business is the same way!

No one wants to follow your business on Twitter if the only things you tweet are salesy promos. Same with Facebook, Instagram, and so on and so forth.

You can’t just shout “BUY MY PRODUCT” into the abyss and hope that someone will hear the echo.

Instead, you need to focus on creating content that resonates with your ideal customer. Content that they want to see and interact with.

Look at our surf shop.

The owner of the surf shop knows the kind of content that Bill wants to see. So he uses his Twitter feed to send out live updates from his website and the cameras installed on his surf shop about the tide, the winds, and the weather. He curates a gorgeous Instagram feed with his customers’ surfboards and other gear, and he utilizes Instagram Stories brilliantly by sharing videos of surfers, branded graphics for sales and blog posts, and sharing some behind-the-scenes content of him and his family.

How is your ideal customer using each of their favorite platforms?

Are they using Pinterest to find products they want to buy? Try using shoppable pins to get your product in front of their eyes.

Do they prefer video content over reading a blog post? Create webinars or marketing videos and share them on YouTube and Facebook.

Creating content that your dream customer wants to see is step number one in attracting them to your business, and getting them to come to you. Think about your customer avatar in everything you do.

In fact, the next time you create a social media post, why don’t you put your customer avatar front and center in your mind. Think about what that fictional representative of your ideal customer wants to see from your business. Call them by name.

The more you think about your customer avatar, the more second nature it will become catering your content specifically to them. And you may never get a customer or client who is exactly like the customer avatar you came up with, but you’re already making strides towards getting clients similar to them just by knowing who they are.

Are you ready to get started attracting your ideal customer to your business? Download the customer avatar worksheet to create your ideal customer representative, and follow each of the steps we’ve outlined in this blog post to create your customer avatar and start bringing in business from your ideal customers or clients.



These are the EXACT same steps I used to 10x businesses just like yours and generate new customers on autopilot!

it's free!
100% privacy guaranteed, no messin' around!