You’re not alone if you don’t have an ideal customer avatar yet. In fact, I think I know exactly why it hasn’t made it to the top of your to-do list. It’s not because you don’t see the value in it, but because there’s a fear lurking underneath:
“What if I narrow my focus too much? What if I end up excluding potential customers?”
It’s a valid concern. After all, the last thing anyone wants to do is shut the door on future business. But here’s the truth: creating an ideal customer avatar isn’t about exclusion—it’s about attracting the right customers.
Let me explain.
You’re Afraid of Saying No to Potential Clients
The problem most people run into when trying to create an ideal customer avatar is a fear of limiting their reach. They think that defining their audience too specifically means they’ll miss out on business. But that’s a misunderstanding of what an ideal customer avatar is all about.
Let me give you an example. Think about David Jones and The Reject Shop. These two businesses attract very different types of customers. David Jones caters to those looking for high-end, premium items, while The Reject Shop is all about low-cost, discounted products. Neither of them is excluding anyone—they’re just setting expectations from the moment you walk in.
Your business works the same way. By clearly defining who you serve best, you’re not turning people away. You’re making it clear who you can help the most. So, if a plumber calls about your service for accountants, they’ll understand what they’re asking for isn’t specifically designed for them, without you needing to explain it. There’s nothing stoping them enquiring about it though!
The Real Purpose of an Ideal Customer Avatar
The point of an ideal customer avatar is simple: it helps you attract the right people. It’s an internal document that guides everything from your product and service design to your messaging to your marketing. It doesn’t go public—it just helps you stay focused on who your products and services are for, and what problems you’re solving.
When you don’t have a clear avatar, you end up casting a wider net in the hope of catching as many leads as possible. But, here’s the catch: this approach usually results in you being just another generalist, blending in with your competitors. You end up spending more time, energy, and money trying to appeal to everyone.
Being specific about who you serve makes you stand out. You become a specialist. And that’s when marketing becomes more efficient, pricing can go up, and delivering products and services becomes easier. All of a sudden, you’re not struggling to get noticed—you’re the obvious choice.
What Should You Include in Your Avatar?
Now, when you go about creating your customer avatar, don’t get bogged down in irrelevant details like income levels or education. Stick to the essentials that will actually help you communicate with your ideal customer:
- A name (Fred, Wilma, whatever resonates)
- Approximate age and gender
- The problem they’re facing
- What frustrates or excites them
- Where they hang out (online and offline)
- What motivates them to take action
And most importantly, get to the heart of the emotional stuff. People make decisions based on emotion first, and then justify it with logic. Understanding what emotionally drives your audience helps you create stronger connections with them and position your product as the solution they need.
Here’s the Key Point: You’re Not Excluding Anyone, You’re Just Focusing
Once you get clear on your ideal customer avatar, it sharpens your focus, improves your marketing efforts, and positions you as a specialist—someone who’s the go-to for solving a specific problem.
Defining your ideal customer avatar isn’t about shutting people out; it’s about attracting the right ones. And the more you know about who your customers are, the easier it will be to make sure your messaging lands with them.
Ready to define your ideal customer avatar? Let’s chat about how we can help you clarify your focus and start attracting the right clients.