MARKETING MADE EASY WITH AVATAR IDENTIFICATION

Episode 148 on the Business Bites Podcast

One of the most important things you can do for your business is to ID your ideal client (or consumer avatar.) Knowing my avatar helps create a foundation for everything I do in my business – from writing a social media post, producing this podcast, speaking at a public engagement, taking on a client, and more.

When you do not identify your avatar you’ll find yourself screaming to an entire room of people – many of which are not your ideal client – and spending thousands of extra dollars advertising to the wrong crowd. You’re not going to have the quality connections. You’re going to waste resources and waste time and energy trying to scream out to the masses. And sadly, you will soon find yourself burned out and frustrated with your business.

Instead, take a moment to dream up your avatar. This will serve as the base audience you’re trying to reach and can be tailored for the different products/services you offer. What do they look like?  How old are they?  What do they do on the weekends?  Do they have kids?  Go ahead and give them a name. I call mine “Jane.” Your “Jane” will serve as your target audience. This doesn’t mean you disregard anyone who doesn’t fall into your perfect “Jane”, but you are focusing on Jane, and if you catch an Erin while you’re looking for Jane, that is okay!  Having a blueprint of your ideal consumer helps keep you focused on those who will want to hear what you have to say.

One of my favorite ways to identify someone as my ideal client is to run ads including a photo of me in ripped jeans, a pair of heels, and a black blazer jacket making a funny face. This is a visual representation of myself – creative lawyer and entrepreneur – it conveys emotion, but it also repels people that would not be interested in my type of personality. Do you see what I did there? I cut out the noise created by people who aren’t interested in what I offer.

Now that you have an example of my client avatar and an idea of your own, let’s grab a pen, a notebook (you’re going to need one for this journey we’re on!) and your favorite drink.  Click here when you’re ready to get started creating your consumer avatar.

If you’re trying to talk to everyone, you’re not going to have the quality connections. You’re going to waste resources, time and energy trying to scream out to the masses. That’s what happens when you don’t visualize and create a very specific consumer avatar.

Rachel Brenke

Create your consumer avatar: 

  • Intro to consumer avatar [4:12]
  • Visualize your ideal consumer [5:18]
  • Identify where you ideal consumer is online [8:37]
  • Example of how to use consumer avatar ID in your business [10:21]

Read Episode Transcript

Rachel Brenke:
Welcome to a new year, friends. If you are listening to this when I publish this podcast, my name is Rachel Brenke, and I am the host of the Business Bites Podcast, which is where you are right now. Whether you’re consuming this middle of the year or the first of the calendar year, I am kicking off an entirely new plan for all of you listening to go on the path that I use in my own businesses, because here is the deal, the whole point of me getting into entrepreneurship, no matter what industry I’ve been in, I’ve owned a coworking space, online apparel store, online education, I had a law firm. I have done it all. Well, not all, but a lot, a lot of different industries, product, service, all these different types.

Rachel Brenke:
And one thing that I’ve realized is, over the years as I fine-tuned my process, I have been repeatedly doing some of the same things. And I sat down because I was like, You know what? During pandemic this past year, so many people reached out and were like, “I just can’t take this worry of whether or not I’m going to have a job to go back to.” Or they’re like, “I’ve been working this entrepreneurship path, and I just really want to elevate and get to where I want.” Which if you have noticed real business, real life is what I stand for. I’d gone in entrepreneurship because I wanted to help others. I didn’t know what it looked like at the time. So I started with an online apparel store and was barely making 300 a month. And that was when I was really starting to turn a profit. Before that, it was sinking a lot of money into the business, as I’m sure a lot of you are finding that you’re doing in some areas. Well, that is some of what I want us to try to get rid of this year for you.

Rachel Brenke:
But in order for us to even get into talking about offerings and pricing and marketing and branding and all of the other key things that are important, we have to dig into the fundamental basics of the structure of our business plan. So we can’t even jump to actually creating the plan yet, we have to create the structure so that we’re able to walk through and have a lens and a mindset and a perspective so that when we make those decisions into creating the business plan, we know what we’re doing, right? So we have already seen one of the craziest years.

Rachel Brenke:
And I understand that if you’re listening to this when is actually published, you may feel a little jaded about going into the new year. If you’re someone that has just been drowning in entrepreneurship or you’re just completely overwhelmed with entrepreneurship, let’s just take a minute to pause and let’s just breathe. And let’s just set it that, you know what? New year. Again, whether we’re doing this at the beginning of the calendar year or we’re doing this at the end, in the middle of the year, whenever your year with me is starting by listening to this.

Rachel Brenke:
Let’s set this intention that we want to thrive and not just survive, that we want to put a business structure and plan in place so that we can have a real business and a real life because that was my goal is, in the beginning, as much as I loved business then, and I love business now, I want to have a structure so that I can live the real life that I want. And for me, that is a virtual, flexible, being able to work when I want, be here for my kids, compete with Team USA, be in charge of my own business, businesses, pad my own pockets and dreams and not of some faceless corporation, such as a quick and dirty of what I look for with my real life. Sounds kind of pie in the sky, but I have some very tangible goals within that as well.

Rachel Brenke:
So I’m sharing all this to say, we’re digging in here and continuing on this strategy of formulating the structure so we can create our business plan for 2021 or whenever you’re listening. So, the last episode, if you haven’t listened to it yet, head on back to rachelbrenke.com/epi146 is create your 2021 business plan in 10 minutes. And this was the kickoff to this episode series. And we walked through needing to create a client avatar, evaluating your unique serving position, creating a list and identifying the proper offerings because there is a strategy way to doing it and also having a proper simplified marketing theme list.

Rachel Brenke:
So in this episode, I want to get in quick and dirty here and give you guys some things to think about when it comes [inaudible 00:04:19] delight the consumer avatar. So let’s center ourselves on just that portion of this formula. And again, this is the foundation I use for whenever I’m going to write a social media post, produce a podcast, take an opportunity such as a speaking engagement, take on a client, et cetera. I want to think of the consumer avatar plus my unique selling serving proposition plus how can I offer and fulfill that, as well as how can I educate and serve within a theme because then it’s better well received? So part one of this is the consumer avatar.

Rachel Brenke:
This is, you’ve probably heard it all different types of variations from other people in business who could have MBAs. I have an MBA. Business school was kind of a waste of time. I’ve been joking a lot lately, don’t get an MBA, get an RBA, because we have our RealBiz Accelerator program, which is 52 weeks of way more in-depth of what we’re talking on here that is open for enrollment on rachelbrenke.com. But, so don’t get an MBA, get an RBA, but you don’t need that if you can sit down and walk through this next process.

Rachel Brenke:
I want you to visualize that we are in a time where we’re able to go to conferences or events, huge like networking event, you’re looking to get into a active loud ballroom with a bunch of people, maybe like expo style. And you’re going armed with your marketing materials, your brochures, pens, little koozies, whatever it is that you’re handing out, and you walk in and you hear this loud noise just roaring around you.

Rachel Brenke:
You see all these people, all this activity and flurry, and you’re like, “Oh man, I got to make the most of it. Look at all these people here. I got to talk to all of them. I got to get rid of all this marketing materials that I have. I am just armed with bags of stuff. I just got to give it all away.” So you start running around fiercely all over the expo center, the banquet room, whatever it is that you’re visualizing. You’re handing this there. You’re handing out there. You’re just barely getting to know, oh your name’s Sally, well, my name is Rachel, here’s a business card. Okay, talk to you soon. Then you’re running over, “Hey, Jim. Guess what? My name is Rachel Brenke. Great to meet you. Have a koozie. Yes, I am an attorney. Yes. I can help you. Let me talk to you later.”

Rachel Brenke:
And you’re running here and there and everywhere. And then you realize, “Ah, Ah, I’m exhausted. I can’t keep running like this.” So what do you do? You stop. And you’re like, “All right, well, instead of me going to them, I’ll have them just try to come to me.” So you stand in the center of the expo room, again, it’s so loud, it’s deafening, and you just start yelling what your unique serving position is, which we talk about in the next episode. But you just start yelling, “This is what I can do. This is your problem. This is what I can do for you to help solve that problem.” But hardly anybody blinks an eye. Couple of people get agitated, they look your way. And you start to walk towards them, but they turn away. So you’ve wasted that energy and focus and time, all right? Do you say see where I’m trying to visualize and go with this? If you’re trying to talk to everyone, you’re not going to have the quality connections. You’re going to have waste of resources, waste of time and energy trying to scream out to the masses.

Rachel Brenke:
And that’s what happens when you don’t visualize very specific and create a very specific consumer avatar. This is the avatar. Remember back in like Myspace and message board days when you could create your avatar, you didn’t get to upload a profile picture then, you have to be whoever you wanted. Well, we’re creating that visual representation, this avatar, but it’s also not going to be visual, is also going to be internal and intrinsic type of values and demographics as well.

Rachel Brenke:
And we’re creating this so we know exactly who we’re going to talk to, because let’s contrast this expo example with, you walk into the expo, still loud, all loud as all get out, but you already know visually who you’re trying to talk to, maybe serve specifically like myself, female entrepreneurs. I do work with male entrepreneurs too, but guess what? I’m going to walk in. I’m going to start looking for female entrepreneurs. I typically work with folks that are in their middle 30s. Typically, moms, don’t have to be, but they may have children at home, in school. You can typically pick out the moms in a crowd. I’m going to look for that Sally and Jane, or whoever, to go up to, because instead of running around the expo and yelling and just spending a little bit of time with each person, I can very thoughtfully walk down the very direct channels, the very direct rows.

Rachel Brenke:
Now, let’s equate this to like, I know that Jane’s going to be on Pinterest or Jane’s going to be on Instagram, right? So the expo is the whole marketplace and your people are there. You need to identify who you’re talking to. And by knowing that, you also know where to go to talk to them and how to talk to them. So what I want y’all to do in this first step is really dig into creating this consumer avatar. I want you to visualize a bunch of the different physical characteristics, emotional characteristics, financial characteristics, and additional demographics that you want them to have.

Rachel Brenke:
Now, this isn’t a sentiment you’re going to exclude everybody, but you are definitely going to be able to talk to, because if you try to talk to everyone, you talk to no one as we’ve seen through this example. But if I’m able to very specifically have this in mind, I can walk into the expo room and go, “Oh, I only need to talk to five Janes.” I know exactly what they look like. I know exactly where they are. And I can commit to having a longer, more connected relationship with them so that I can uniquely serve them, like we’re going to talk about in this next episode.

Rachel Brenke:
Now mind you, if you’re feeling a little overwhelmed what I just talked about, I understand, it’s okay. One of the things that I extensively discuss with this, this permeates everything in all my teachings, right now, we also have a RealBiz Challenge, which is a free three-day challenge that you can use with this structure when I’m teaching here, but it digs into more of who are you, who do you want to serve. And getting into very specific type of questions, because even though I may have gone to business school, really a lot of what I’m bringing you all through the podcast, through RealBiz Challenge, through RealBiz accelerator, the 52-week program, is I am bringing you all the experiences and lessons that I’ve had, and we want to reach to attract people and repel others.

Rachel Brenke:
In fact, one of them greatest examples of this is that in my avatar list, that I very specifically walk through in RBA, in this avatar list that I have you all work through, and I do this myself every single year and I also use it as a guidepost to make sure I’m attracting the right people and repelling the wrong people, is I’ve had ads running for RealBiz Challenge, for the free challenge that we have. And I very specifically chose a photo of me in ripped jeans, pair of heels and a black blazer jacket, because it was kind of a combination of visual representation of myself, of creative and lawyer and entrepreneur and all of this together and I’m making kind of like a funny face that, oh, are you overwhelmed or frustrated? Because that’s how the ads start, right? And it is to convey the emotion, but it’s also to repel people that would not be interested in my type of personality, right? All of you listening may not necessarily care for the ripped jeans and high heels, but I’ll tell you what?

Rachel Brenke:
When I have people that reach out and take time specifically on paid ads, because they’re also entrepreneurs, so they know that they’re paid ads, just sit there and say to me, “Oh yeah, your jeans and heels are not a thing for me, I’m out.” I tell them, “Thank you.” And I’m thanking myself for qualifying them. Now, some of you listening may not be that interested in that kind of aesthetic style. You don’t have to be in that kind of clothing style, but what is important with this is, there were other things about me that attracted you. Maybe you ended up here because you came through an ad or because you have followed me for a while or even on social, or whatever it is, but there are very specific reasons we do things.

Rachel Brenke:
And one of the cornerstone pieces of that is this consumer avatar. So please, and I do this every year, I want you to put this into your schedule of doing this on a routine basis. And like I just quickly mentioned before, because you’re going to use it as a guidepost in the future. Not just now, on every decision you make. When I sit down to create an ad, social media posts, blog posts, business opportunity, new product, new service, anything, not only do I use this client avatar that I’ve dug through on the sheet of, but I’m also going to use it as a barometer. When I start seeing that I’m getting an influx of consumers and there seems to be friction or I just don’t seem to be providing the solution to their problem or that’s one of the things that I can look at a go, am I doing something wrong in my marketing or messaging or whatever action it is that is not drawing the consumer that I want? So that is why this is so important.

Rachel Brenke:
I hope that you guys will sit down after this episode, go through that visualization again. And when you get to the part of being in the loud room, but very specifically looking who you’re going to talk to, start jotting down the things that you want, visualize them, give them a name, that I talk to Ava every single time that I’m going to create a piece of content just like this. So this is how I want y’all to structure and work through this and join us. Now, I want you still to work on this anyways, but I also want you all to come and join while we have the free RealBiz challenge open, we walk through and add on to this, the structure for the year. We’d go through the different, what do we visualize a real business to be? What do we visualize our real life to be? And I share with you my own case study in it. I share with you, I’m transparent about where I’ve been, where I’m going. I share a lot more of my story there.

Rachel Brenke:
One of the things that a lot of people don’t realize is that they see me now and I’m on, they’re like, “Oh, you’re on chapter 20. And you have all these income streams, you shattered the seven figure ceiling, blah, blah, blah, right?” I’m like, “Yes, but I started at $300 a month, barely being able to make ends meet.” And that was even when we finally started profiting like I mentioned that before. Before that I was waiting tables in the evenings so that we didn’t have to pay for childcare in the daytime, went to school online during the day, took care of our son and then was gone in the evenings waiting tables and reinvesting all that money into business.

Rachel Brenke:
And the thing and why I share that story is, and this is also another thing that the person commented on my ad is, you don’t have to be this amazingly unique, talented person to be successful. I always say, I’m just an average person making a special choice, right? And I feel like many of the people that come into the RealBiz challenge where all the clients that I’ve worked with in the past, on your businesses and so forth, is, yeah, we’re all smart, we’re all excited and passionate, but we may not necessarily be Steve Jobs, Bill Gates or any of those. And that’s okay. That’s not how I visualize my real biz real life. But I do know that, yeah, I may have unique talents, but I also don’t think I’m the best genius in the room, not the best at everything. So I’m a person making a special choice. And one of those things is walking through these type of structures all the time.

Rachel Brenke:
So I’m excited to share this with you all. I hope that if you haven’t subscribed already, go ahead and hit subscribe, so you get the podcast to you. And come join us in the challenge. It obviously isn’t the end, just being full transparency, the end of the challenge, my goal and hope is that you’ll want to come into RBA, RealBiz Accelerator. So you join us for the 52 weeks, but no hard feelings if you don’t. There’s still a lot of great information in the three videos, in the guides, the downloads, the stuff that you’re going to fill out, I walk you through. So please, come and do it, commit to doing it. We really want to thrive and not just survive in the next year.

Hi, I’m Rachel Brenke

Rachel Brenke

As a mom, team USA athlete and cancer-survivor, I want a real life while I have a real business.  This is why my resources don’t promote hustle-culture, rather tough-love and no-holds-barred tips to achieving both.  In addition to this website, I have a top-ranked business podcast, been featured in places like Forbes and work 1:1 with so many of you.

Enough about me though. I am proud of you for pursuing entrepreneurship. It is rewarding and amazing.  Keep at it!

Now enrolling: RealBiz Accelerator[GET INFO]
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