AMPLIFY DAILY: “Customer Avatar Selection – Part 2” (Day #3 of 365)

Thomas K.R. Stovall
Thomas K.R. Stovall
All Posts By TKRS

DAY #3 OF 365 | Wednesday, January 3rd, 2024

Clearly it’s not going to be a walk in the park, but I’m going to keep my word to myself…

Even if y’all get these emails at 1am or 2am in the morning, I’m writing an email every single day in 2024.

If you missed yesterday’s email, I talked about Customer Avatar Selection…

RECAP

The most important takeaway was when launching a new company, or a new product / program / service in an existing company, you ideally only want to sell to potential customers in 1 of 2 places…

  1. THEY ARE CURRENTLY TRYING AND FAILING to produce a specific, consequential outcome they are working on producing personally or professionally, that you have expertise in guiding them to safely 
  2. THEY HAVE TRIED AND FAILED IN THE PAST to produce the same specific, consequential outcome that they are again currently working on producing personally or professionally, that you have expertise in guiding them to safely

But knowing WHAT you need to do doesn’t mean that you know HOW to do it…

So I’m going to give you the exact exercise that I give participants in my course launch programs for identifying their IDEAL customer avatar in line item detail.

If you do this simple exercise, it will save you anywhere from months to years of lost time, and thousands to tens of thousands of dollars in wasted marketing and advertising spend…

And you will increase conversions and shorten your sales cycle, because you’ll be targeting your EXACT IDEAL CUSTOMER, and only them, from day one.

Let’s get into it, Customer Avatar Selection, part 2…

Choosing the IDEAL customer avatar to focus on…

When you sell to individuals who are currently failing to produce their desired result, or have failed in the past at producing that result, and are about to try to produce it again…

There is something very different present for them than a person who has not already had a fundamental failure trying to produce that result.

They have a visceral experience of the pain they experienced (loss of time, money, relationships, resources, identity, etc) as a result of their current or past failure…

And as a direct result of that, they can quantify in a very tangible way what dollar amount is (or isn’t) worth it to them to avoid ever experiencing that pain again.

Choosing the wrong customer avatar to focus on…

So what happens if we choose the wrong customer avatar…is it really so bad? It’s all just a numbers game anyway…right? Wrong.

If you sell to people who haven’t failed at producing the result themselves…

Even if you shortcut them to an amazing result, and they avoid all the pain they would have undoubtedly experienced trying to go it alone…

They have NO CONTEXT for the hell that you just saved them from.

As a result, in their mind, 3 things happen…


1) They downplay your role in producing that result

  • Your expert guidance had them avoid all the predictable pitfalls and roadblocks, and experience a seamless process…
  • But they don’t relate to the process of producing that result as easy because of YOU. They just relate to it as easy, and begin to wonder what they paid you all that money for in the first place…

2) They over-appraise their own abilities

  • They feel like they could’ve produced that result on their own

3) You get a weak testimonial, if you even get one at all

  • As a result of 1 and 2, even if you get them the result, you don’t get a glowing testimonial from them
  • They believe they would’ve gotten there anyway, with or without you


When launching something new, there is very little upside to selling to someone who doesn’t know the pain of already having tried and failed to produce that result.

“So HOW do we define those nuanced characteristics that help us to identify our IDEAL customer?”

PRO TIPS:

  • Select only ONE as your IDEAL customer avatar, and at least 2 other customer avatars that are NOT IDEAL, once you’ve listed out their characteristics
  • Write out the characteristics of your “The Perfect Fit” customer avatar, bullet point for bullet point, and categorize / group the different characteristics into 5-10 “buckets”
  • Name each customer avatar
  • Copy and paste the categories and bullet point characteristics inside of each category from one customer avatar to the next
  • For the characteristics that are the same, make no changes. For the ones that are different, only change the exact words in the characteristic that create the slight difference, and leave the rest the same. If there are other characteristics that were left out totally, add them
  • This will allow you to really clearly see the very slight differences that make someone ideal vs not, and potentially segment the avatars even more
  • You will likely confuse your customer’s fear that they may not produce the results they are out to produce in some future as the pain they are currently in. It is not
  • Unless they are CURRENTLY FAILING or have already TRIED AND FAILED in the past to produce that result, that is not real pain. It is a hypothetical concern, that may or may not be real for them today, even if they THINK and SAY it is
  • The only pain we care about in this context is the kind that moves a customer to action quickly
  • Focusing on helping them avoid pain they think they MAY experience in some future? Your solution becomes a nice to have
  • Focusing on addressing pain they are experiencing RIGHT NOW or avoiding a pain they’ve experienced from a previous failure that they are probably headed toward again RIGHT NOWYour solution becomes a MUST HAVE

I got paid $100K from my audience to validate the assumptions I had about them…

In the next 1-2 weeks, I’m going to be launching a membership community called COPY>PASTE>SELL…

It’s for Seasoned Experts who want to turn their expertise into passive income through launching automated online courses, training-focused membership subscription communities, challenges, intensives, etc.

Back when I was still formulating everything in my mind, and it was just an idea…

I used the same process I just outlined for you, to quickly and narrowly identify and focus in on my IDEAL customer avatar through hundreds of micro-conversations with my warm network…

And I even made $100,000+ while validating the conclusions I came to in my rapid market research.

In tomorrow’s email, I’ll show you exactly how I did it, along with how and why I settled in on the IDEAL customer avatar that I did for the COPY>PASTE>SELL program.

I guarantee that you’ll be hard-pressed to find another customer avatar selection process as detailed and insightful as this one.

See you tomorrow.

Now you know HOW to do it (in theory), but sometimes you need to see it in tangible reality for it to really click…

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At Your Service,

Don’t hesitate to reach out – tkrs@thomaskrstovall.com.