But you can’t develop brand loyalty without handling first things first. Who do are you trying to help? Who is your target audience? Who is your avatar and what does she want?
A-AVATAR — Who Do You Want To Help?
Instead of writing and designing your marketing message and image to get the attention of everybody, focus on one key person. That person is your avatar. She represents your target audience. And she has a name, a face, a life-style, an income bracket, things she loves, things she hates. She has a certain kind of look and a certain kind of taste. To be effective at reaching your target audience, you have to make it your business to help that one woman. Why?
The word target audience doesn’t mean anything to you. When you write to a target audience, it doesn’t make you feel anything, it doesn’t connect you to anyone. And if you’re not connected, then your marketing message and design will be hollow. But when you write to Kim, she has a face and feelings that you can understand. And that type of focused marketing gives your message and design a heartbeat. And that heartbeat causes your message to run deeper.
Discovering your avatar.
When I sit down to write marketing copy, design a marketing image or even layout a webpage for my poetry or business brand I see a specific person. I write and create for her. When I contract a designer to help me, I check to see if that design work is something the girl in my head would enjoy seeing. She has a name and a face and I found her by paying attention to my favorite clients.
Is Brand Loyalty Worth It?
This is the first of a 9 step strategy. It’s also the part of the marketing process that the average business owner ignores. And since 50% of businesses fail in the first 5 years, you should do it different.
Understand your target audience. Get to know your avatar. And do it on purpose.
Talk soon, Ms.J