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

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

DAY #2 OF 365 | Tuesday, January 2nd, 2024

Entrepreneurs and business owners of all sizes are universally bad at these 2 things…

Over the years, I’ve coached thousands of entrepreneurs, from start-ups without 2 nickels to rub together, to multiple 8-figure, seasoned business owners…

There are 2 things that I’ve found almost ALL business owners to be universally terrible at, regardless of how seasoned these founders and CEOs are…

  1. FEEDBACK: Implementing and managing constant, omnipresent, self-generative systems for quantitative and qualitative feedback from all stakeholders in and connected to their organization (employees, partners, suppliers, distributors, customers, investors, etc)
  2. CUSTOMER AVATAR SELECTION: Identifying the characteristics of the most IDEAL and profitable customer, based on the speed, ease and value of the sale at a particular stage in the business

Today, we’re going to focus in on customer avatar selection, particularly at the early stages of the launch of a company, or even the launch of a new program / product / service in an established company.

“How hard is it to sell a bandage to a person who is bleeding?”

The answer?

It depends.

How bad is the wound?

Do they have other readily available options to stop the bleeding that don’t involve paying you?

And so on, and so on…

Every choice is contextual, and the more urgent and consequential a problem is…

The more valuable the solution becomes…

And the more immediate the need becomes to get that solution right away.

“When launching something new, ONLY sell to people who are currently in pain…”

So let’s add some context, shall we?

You’re bleeding profusely, and it’s getting scary…

You need to stop that bleeding RIGHT NOW, or you might be in real trouble…

There’s nowhere you can get to find medical help right away, and nothing you’re applying to the wound is stopping this bleeding…

The blood is quickly soaking right through clothes, towels, everything…

You’re in a remote location, and the ambulance is 15 minutes out…

You’re getting light-headed, and IT’S. GETTING. SCARY!!!

A guy rushes into the room, and says he can help…

He happens to work for a company that makes the “perfect bandage,” and he happens to have one on him RIGHT NOW…

The only problem is these things are really rare, and really expensive, $2000 per bandage…

They have a special patented compound that stops bleeding on ANY WOUND instantaneously, and they apply and stick right away no matter how much blood is present on the surface of the skin.

He wants to help you, but he needs to run your card for the $2000 before he applies the bandage.

Now let’s assess…

What do you care about in that moment?

You may be dying, you’re out of options, nothing is stopping the bleeding…

And this guy is holding a $2000 bandage that he says will stop ALL BLEEDING IMMEDIATELY, and stabilize you until the audience gets there…

Do you have a million questions, or are you highly motivated to get this bleeding stopped RIGHT NOW!?!?

Are you begging him to take your credit card and run it RIGHT NOW!?!?

If you do nothing, maybe you make it until the audience gets there, or maybe you bleed out and your story ends right there…

YOU BUY THAT $2000 BANDANGE.

“Stop trying to sell to customers who were never going to buy at that stage anyway…”

This is a ridiculous, extreme example, but it gets the point across. So let’s continue with it…

If a person is bleeding, and you have that “perfect bandage,” and they say to you…

“Sounds amazing! I want to be prepared just in case, for the moment when I find myself in a remote area, with no access to medical help, bleeding profusely, and can’t stop the bleeding. But…can you please share with me all the virtues and merits of the bandage again?”

As much as their words say they are excited, and can’t wait to get that bandage…I’ve got news for you…

They’re not buying the bandage. You’ll waste your time with them, because they may be intrigued, but they have no urgent reason to buy that bandage right now, instead of one day, someday.

People with no urgency are not buying TODAY, even if they buy one day, and when marketing a brand new offer, you need speed of transaction for momentum, and you need market validation for social proof.

What about the person who says…

“Can you explain and demonstrate to me one more time why bandages that immediately stop all blood loss are a useful solution for people bleeding profusely, and what the science behind it is?”

Guess what? Even though they’re engaged and asking questions, they are not buying a bandage from you.

Don’t confuse “curiosity” with purchase intent.

They’re not even educated on the basic value of a bandage like this.

“The only 2 customer avatars to EVER market and sell to when launching a new offer…”

Based on what you know that they are currently doing WRONG, your IDEAL customer avatar should be facing an immediate threat or risk to their money, time, identity, resources, relationships, etc, based on 1 of the following 2 scenarios being true:

  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

    OR
  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

“Frame HOPE inside of PAIN…”

Focusing on helping them avoid pain they think they MAYEXPERIENCE in some future? Your solution becomes a nice to have.”

Addressing pain they are EXPERIENCINGRIGHT NOW or avoiding a pain they’ve ALREADY EXPERIENCED from a previous failure that they are probably headed toward again right now? Your solution becomes a MUST HAVE.

Tomorrow, we’ll continue with Customer Avatar selection…

I’ll share my process for teasing out the slight nuances between your IDEAL customer, and customer avatar that seem perfect at a glance, but will actually be a nightmare.

ARE YOU AN OFFICIAL SUBSCRIBER YET?

To make sure you don’t miss any special opportunities and information that I make available specifically to my AMPLIFY DAILY subscribers, register at https://ThomasKRStovall.com to make sure you don’t miss any emails.

At Your Service,

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