To define your market you need three things: their problem, your niche and their worldview. This post will help you understand worldviews and avatars.
Your Market Definition
Let’s review each of these in turn:
- Your market’s problem – this is the problem you solve and so your market is the people with the problem! If there is no problem, there is no market.
- However, there will be competition for this market and so you need to decide your niche. Your niche is external factors you impose on your market to narrow it down to something you can target. For example, you might choose to market those with the problem who live locally to you. The factors you choose for your niche are sometimes described as demographics.
- Perceptions of reality differ. Your market’s worldview is their perception of reality. Their problem may reflect a perception that needs to change. Your marketcomprises people who share perceptions and your task is to name just what it is they have in common.
How to Identify Their Worldview
- Consider your market and ask: what are the perceptions they hold that might reinforce their problem? How must they adapt to solve their problem?
- How does your choice of niche help you understand your market’s worldview? Or does it hinder your understanding?
- Is there anything else they have in common that might help them view your offer positively?
Market Avatars
A clear understanding of their worldview is likely to give you an edge over your competition. It helps you speak from heart to heart and move them to find out more.
It is a good idea to create one or more avatars. You should not have too many but perhaps your market divides into a few distinct groups. Your avatar shares the problem, belongs in your chosen niche and experiences their world through their worldview.
Give them a name and be specific. You may include details that are not strictly relevant but help you relate to the avatar. You address your marketing copy to this person as you write it. This helps you bring warmth or humanity to your copy. Anyone reading the copy will pick up on the warmth without being aware of the avatar behind it.
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