Connect With Your Customers

Go Beyond the Avatar

If you’ve been in business for more than a minute, you’ve probably heard about or built a customer avatar. You gave them a name (like “Marketing Mary”), assigned them an age, decided they enjoyed podcasts and iced lattes, etc. and called it a day.

But a spreadsheet full of demographics can’t capture the messy, beautiful reality of human nature. Today, we need to go deeper into human behavior and intent with audience mapping so you can connect with your customers.

Shift to Their Why

Knowing your customer is a 35-year-old homeowner is fine, but it doesn’t tell you why they buy. Instead, focus on their internal drivers.

What are their current frustrations?
What keeps them up at night?
What does success look like to them?

When you align your messaging with their core motivations, your brand stops looking like a business trying to make a sale and starts looking like an answer to their challenges.

Map the Transformation

People don’t buy products; they buy solutions. They want you to solve a specific, painful problem. When you market the transformation, rather than just listing the features, your connection deepens and your conversion rates improve. Consider their relief, their improved situation, the extra hour back in their day … show them the bridge from where they are to where they want to be.

Meet Them Where They Are

Connection is all about timing and context. Consider their online searches, the type of content they consume when they are stressed versus when they are relaxing, and their current engagement levels. Then, meet them right where they are with the exact message they need to hear at that moment.