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Many coaches are good at their specific area of expertise, but they aren’t good at business… (particularly marketing.) And if you don’t market yourself people won’t know about the services you offer, therefore you wont have any paying clients to survive!

Another key piece is most coaches don’t charge enough for their services to make a living -This means they don’t know how to value the result they are providing. They are also on every social media outlet, and not effectively targeting just a few platforms where their target clients are spending most of their time.

If you try to help everyone you will end up helping no one. You need to be focusing on one very small target audience (or a specific group with a specific problem that you can solve). Many people just brand themselves as a “life coach” which is too broad when you are starting out.

To market a product or service properly, the first thing you must do is get clear on WHO your ideal customer is, where they are hanging out, what their challenges are, ect. Every part of the marketing and sales process touches the customer, it pays to get clear on the characteristics of that person, so you can find and present them with a message that moves them to action.

Buyer Persona
Marketing Persona
Customer Avatar
Target Market

These are all phrases that are used interchangeably to describe the persona that is most likely to buy from you.

Here are some helpful tips to create your customer avatar when you are starting out.

Basic Demographics:

Gender:
Age:
Location:
Ethnicity:
Education level:
Income level:
Industry/job:

Preferences & Habits:

Interests:
Hobbies:
Passions:
Personality:
Types of blogs they are likely to read:
Which magazines do they read?
What would make your ideal client trust a new source/blog/brand?
Are they happy in their current career? Y/N
What is their primary need/concern in life?
What’s their general disposition? How does your ideal client view the world?
Favorite books/ TV shows/ movies / restaurant / food:
If they had a completely free day, what would they spend it doing?
Do they enjoy traveling? Where are they most likely to go in the next year?
Are they loyal or partial to any particular brands?

Social Habits (Do they use these sites?):

Pinterest:
Twitter:
Google+:
Facebook:
LinkedIn:
Instagram:
YouTube:
Other social networks:
Email:

Extra (things that are good to know about your ideal clients):

What are their goals & Values?
What are their pain points & challenges?
What’s there biggest expense each month?
Second biggest?
What do they enjoy spending money on?
What are they likely to splurge on?
How do you want them to feel about your content if / when they read your blog, or enlists your services?
List the top three reasons they might “follow you” or read your content regularly:
What would make them share your blog with others?

Create your Ideal Reader Mood Board, pull together images of:

The activities you think they enjoy
The places they like to go
The way they dress
How your ideal clients spends there free time
The devices they use
Quotes or other words they love or relate to
(just find things that remind you of your client and their interests when you look at them)

This is an opportunity for you to set yourself apart from your competition because most small business owners don’t take the time to do this.

Key Takeaways

-An avatar is a fictitious character that represents your ideal customer
-You may have more than one avatar
-Be specific about the story of your avatar, the more details the better
-Use your avatar to brainstorm marketing avenues

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