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‘WorldViews’ -­ Why Discovering Your Avatar is the‘Key’ to On-­line Success

“Worldview is the term I use to refer to the rules, values, beliefs and biases that an individualcustomer brings to a situation” -­ Seth Godin

Who are you Marketing to?

Grab a coffee, tea, a can of beer (only one though) or whatever it is that you drink, and takea few minutes to read this report.

Don’t let this report gather virtual dust on your desktop....OK!

Before we get into the meat, let me tell you one thing==>

The relationship starts before the opt-­in!

Sound odd? Bet you were thinking that a prospect has to opt-­in before we begin thatrelationship building lark right?

If so, this report will be an eye-­opener for you.

Think about this for a minute. You have 4 folk looking at your offer;; a new SEO tool.

James and JaneThe last time James bought a similar tool 2 years ago, he got screwed. His worldview is goingto be very different from Jane who regularly buys the latests tools to enhance her onlineblogging platform and has had some top-­notch experiences.

Fred and LukeIf Fred sees his job as an innovator and is encouraged to try new alternatives, he will have adifferent worldview to Luke who is told to avoid risks and cut costs where he can.

Different people, same product they are looking at, completely different worldview. Andtherefore the same people will make a different decision based on this worldview that theyhave.

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So what should you do? Change their world view? No!

Identify a group of folk with a worldview, frame your story in terms of that world view, andreap the benefits.

How does this affect you? Well, probably you are either in a BIZ OPP already, or are thinkingabout one. If you are the latter, great, you got here just in time.

If the former, don’t worry...it is never too late.

Does the below sound familiar?

a) Get an offerb) Drive traffic to that offerc) Build a relationship via Emaild) Convert and get sales

W-­R-­O-­N-­G! Big time. But that is the methodology most people are told, so that is what theydo. Perhaps you too? I did it back in the day. We all knew no better.

But something was wrong. A and B went well, we tried C and D just didn’t materialise at all.

One of the most overlooked items when designing a marketing campaign is also one of

the most important and should never be skipped:

Identifying your target population.

It sounds so basic, yet it is so regularly skipped.

If you want to attract more of YOUR target population, then you must identify them

with laser-­like proficiency. One of the best ways to do this is to be able to visualize your

target market. I recommend using an Avatar approach. This way you can envision

exactly what your target looks like. Once you can see them in your minds eye, it's much

easier to attract them.

An Example:

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If you are selling weight loss products for instance, who exactly are you trying to

attract??

"anyone who is overweight"====>>>> Nope!

That is just way too broad a spectrum of people to effectively attract. You must get

much more specific as to who they are.

The lesson here is to be more specific and don't try to attract absolutely everyone. As

the old story goes "He who chases two rabbits catches none".

You must get specific for each campaign. You should note that you can have multiple

"ideal prospects" and their related Avatars, however, each campaign must be addressed

to a specific population to be able to appeal to their specific needs, challenges and other

emotional triggers.

The importance of understanding your audience.

It is important not to try to market to everyone.

A creative way to get this process rolling is to create what is known as an Empathy Map

Empathy Map – Let’s Look at how to Make One.

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The empathy map above was drawn out on a white-­board with coloured post it notes added to

it as time went by.

You don’t need a white-­board, you can simply get a piece of blank paper and begin to craft

your empathy map on it.

You may need to change it, add to it, alter it…but you DO need to start it.

Put simply, an empathy map is the world from someone else’s Point of View. It is what THEY

see, do, think, feel and hear. Their ‘worldview’

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It is THEIR world perspective. Not yours.

It is more than a demographic of your ideal customer;; you are getting inside their head and

writing down their aspirations, fears, dreams, environment and concerns.

Write all this down, and you have an empathy map. It can be hard at first, but just get

started.

Empathy Map – Difficulties

The problem that you will face (I did too, believe me) is that your empathy map is not skewed

by your OWN worldviews. In other words, it must be unbiased. That is hard….

You need to try to look through the lens of your ideal customer.

I recently read an article about how Daniel Day-­Lewis prepares for his acting roles. It is

extreme to say the least. He gets in character, sometimes for 8 months at a time.

He has had his ribs broken, lived in a real prison, gotten a boxing license. Heck, in his

Oscar-­winning performance of My Left Foot, it was reported he acted as if he could not walk

for the duration of the filming, so much so that crew had to carry him around. But he won an

oscar and it is viewed as THE model of how acting should be done.

Now you do not need to go to such extremes in creating your empathy map…but you get my

drift.

Empathy Map Step by Step -­ Meet John :)

Give your empathy map a name. Anything is ok. It will help you relate to them and make it

more personal. I’ll call mine John...No particular reason.

If your primary audience is a father of 2, then John will represent this.

Go so far as to use a photo…it can help…honest!

Here is a sample (minus the photo) of what an empathy map looks like before being filled in:

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This is just a sample empathy map. But basically, try to divide the map into 4 quarters:

1. SEE

2.THINK/FEEL

3. SAY/ DO

4. HEAR

Ok, so a step by step Process of empathy mapping:

1 — WHAT DO THEY SEE?Describe what your ideal customer sees in his/her environment:

What does it look like?

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Who surrounds them?

What types of offers are they exposed to daily?

What problems do they encounter?

2 — WHAT DO THEY HEAR?Describe how the environment influences your ideal customer:

What do their friends say?

Who really influences them, and how?

3 — WHAT DO THEY REALLY THINK & FEEL? What is really important to them?

What moves them?

Try to describe their dreams and aspirations.

4 — WHAT DO THEY SAY & DO? What is their attitude?

Pay particular attention to potential conflicts between what a customer might say and

what they may truly think or feel.

5 — WHAT IS THEIR PAIN? What are their biggest frustrations?

What obstacles stand between them and their wants or needs to achieve?

6 — WHAT DO THEY GAIN? What do they truly want or need to achieve?

How do they measure success?

Think of some strategies they might use to achieve her goals?

As you begin to market to this person, think to yourself (from their perspective) and ask….

Why should I buy this product?

Bet you’re thinking, Adam….this is so much work!!

Yep, you’d be right. That is why most folk cannot be bothered to write their empathy map (or

do not know about it..which is why I wrote this report in the first place.

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Customer Avatar-­ What is it?

Your customer Avatar is an extension of your empathy map. It is basically a written

description of your ideal customer.

Customer Avatar-­ An example for the make money online Niche

John is 47 years old and is married to Sara (42). Younger woman, lucky

guy. They have two kids. James is 17, Claire is 14.

For the past 15 years, he has been a project manager at a car parts

company.

He does not mind his job, he is pretty good at it, but it does not exactly

inspire him or fill him with joy either.

Secretly, he wishes he and his wife could escape the rat race and live in

Ecuador. He has just read that Ecuador was voted the best place in

2103 for Americans to retire.

Trouble is, while he is not on the breadline, he is not able to put much

money away and he fears for his future.

Time is ticking away. He ain’t getting any younger and a career change

seems impossible.

He does not want his wife to work. Even if she did, it is unlikely that the

extra money be able to drastically improve their lifestyle.

So, for the past few months he has been dabbling with online marketing.

He knows his way around a computer a little bit. But he is in no way,

shape, or form ,technical.

He has made $0 so far as he has not been serious and he does not really

know what he is doing. Part of him is not 100% sure he can do it. He

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has trust issues and has heard a lot of bad stories. He has heard some

success stories too. he knows his lack of success is down to him not

taking this seriously.

He knows he will not design the next big thing but he does think he has

what it takes to get $10,000 a month. And that will allow him and his

wife to sell up and move to Ecuador once his kids leave home.

He can see it now. Nice condo near the beach, a few hours a day online

and then perhaps learning to scuba dive….he has always wanted to go

the Galapagos Islands.

And he knows it is possible selling digital stuff online. He is just not

sure how.

So, he goes online, looking for answers….he has filtered through all the

crap.

He has a new focus, a new hope and a new mindset. He can do this.

And that is basically a customer Avatar. Of course, you need to do your research first before

you can come up with your avatar.

Research:

Where does your customer avatar hang out?

Facebook: Do some simple searches on Facebook and find out what groups they are in. what

do they like?

Twitter: Type some keywords into the search bar and see what they are tweeting.

Amazon: go to the best-­sellers list in your niche. What is being sold and bought at the

moment.

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There are many many more (some ninja ways to do Google searches are out there) ways to

research your customer avatar.

But this should get you started.

And remember, your customer avatar will, or should continue to grow and evolve.

As you market, you write all your emails as if you were writing to the avatar you have just

created.

Do this and you will be light years ahead of the ‘lazy’ folk who chase the cookie cutter systems

and spend their time pasting fake cash photos on Facebook.

Good luck!

Adam “Avatar” Payne

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About the Author:

My Bio===> http://whoisadampayne.com/my-­bio/

Resources used:

Article Source: http://EzineArticles.com/7050017

Article Source: http://whoisadampayne.com

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