Understand Your Buyer > Selling Communication Basics > Client Avatar

What is it?

The Client Avatar is all about having an understanding of who your target buyer(s) are and what they look like.

Why does it work?

It works because it helps you to focus your messaging and your efforts to find the right buyers for your offering. You may have multiple buyer types for each part of your offering and understanding this, combined with the trigger point which causes them to act, puts you in the best place to succeed in your communications.

How can you use it?

Look at every part of your offering and then consider the existing clients that have already bought, as well as detailing who would need your offering.

Consider factors such as age, location, gender, budget and any other specifics that could help you pick out these people in a crowd. For business to business offerings consider the size of company, industry and the specific business need that necessitates what you offer.

Hypothetical Example:

A marketing consultant offers social media services but initially tries to target “any business owner.” The messaging is too broad and fails to resonate with anyone.

After creating a Client Avatar, they identify their ideal buyer:

Age: 30–45
Business Type: E-commerce fashion stores
Problem: Struggling with low engagement and high ad spend with poor returns
Trigger: Wanting to scale online sales before peak shopping seasons

With this clarity, they adjust their message from:

“I help businesses with social media.”

to:

“I help online fashion stores triple their engagement and cut ad costs with targeted campaigns that convert.”

This specificity leads to more inbound leads and higher-quality clients because the consultant is speaking directly to the right audience.

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