CG #44 - Ideal Client Avatars That Work
Hey - it's Nathan. 👋
Today's issue is a little different.
I want to tell you a story.
A story about the about the power of creating simple ideal client avatars...
Client-Getting Strategy of the Week:
Ideal Client Avatars
Create an ideal client avatar to help you understand who you are targeting, create products and services that appeal to them, and market in a way that attracts them to you.
How it Works:
H𝐨𝐰 𝐤𝐧𝐨𝐰𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐢𝐝𝐞𝐚𝐥 𝐜𝐥𝐢𝐞𝐧𝐭 𝐜𝐚𝐧 𝐦𝐚𝐤𝐞 𝐚𝐥𝐥 𝐭𝐡𝐞 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞.
In December of 2019, my partners and I opened Cannúa, an upscale nature lodge in Colombia.
I had invested five years and everything I had to help build it, and was nervous as hell about receiving guests.
Especially since we were still finishing up construction and didn't have all our spaces ready.
But with our investors needing to see money coming in, we opened.
The first guests I spent time with were a family from the UK.
They hiked our Pre-Hispanic trail. We took them to see nearby towns. Mom and Dad had massages while we kept their kids entertained.
However, the pool wasn't ready like we'd promised.
Their meals were interrupted by a back ho beeping.
The power went out intermittently.
The Internet wasn't great.
You'd expect them to have been angry and to demand a refund.
Instead, they loved their stay and congratulated us on all we had done and how wonderful their visit was.
𝐁𝐞𝐜𝐚𝐮𝐬𝐞 𝐰𝐞 𝐤𝐧𝐞𝐰 𝐰𝐡𝐨 𝐭𝐡𝐞𝐲 𝐰𝐞𝐫𝐞 𝐟𝐢𝐯𝐞 𝐲𝐞𝐚𝐫𝐬 𝐛𝐞𝐟𝐨𝐫𝐞 𝐭𝐡𝐞𝐲 𝐞𝐯𝐞𝐫 𝐚𝐫𝐫𝐢𝐯𝐞𝐝.
One of the first things we did when we came up with the idea to build Cannúa was to write 4-5 profiles of our ideal guests.
We gave them names, professions, motivations.
We thought about what they liked and who they were as people.
During five years of tough decisions about architectural and interior design, hiring suppliers and contractors, construction, making purchases, crafting experiences, creating the menu, hiring staff, and how to make our commitment to sustainability real (all within some serious budget constraints), we always kept in mind who we were building for.
It wasn´t for us.
It was for that family and other guests like them.
When we didn't know what the right decision was, we would imagine our ideal guests arriving and what they would want and expect, and then we would try to choose as best we could in that direction.
When we started marketing and promoting the opening, we used words and phrases that would appeal to those ideal guests and attract them to us.
Though things weren't perfect when we opened, our guests were.
They were exactly who we wanted to come.
They paid us what we asked without complaint.
They were forgiving of small inconveniences because they knew we were creating something special for them.
They gave us feedback to help us get better.
Most importantly, they had amazing experiences, and left as friends and ambassadors.
That is the power of knowing your market.
Keys to Success:
Get as clear as you can about who you are helping.
Understand what is going on in their minds, what they desire, what they fear, and what’s holding them back from achieving their goals.
Then create an Ideal Client Avatar that will guide you as you create your produts, services and offers and go out and do your marketing and sales.
The avatars you create don't have to be long bios, or lists of demographics and psychographics.
The ones we made for the hotel were about 5-6 sentences written as 1-2 short paragraphs and included:
- A made up name
- An age, profession and country of origin
- Why they were in Colombia
- What they were looking for in a stay at a hotel like ours
This was just enough to give us a sense of who they were and create a mental image of them.
I've also created much more detailed ideal client avatars for clients, but these shorter ones are a great starting point and may be all you ever need.
Something Else You Might Like
I'm doing a 28-day blog writing challenge.
Thanks as always for reading.
I'm curious: have you created an ideal client avatar?
What were the challenges, questions and results you had from doing so?
Send me an email at email@example.com and let me know.
And have a great weekend!