Internet Marketing Digital_marketing_for_dummies | Page 25

The key to truly understanding where your customer is getting information and
entertainment is in identifying niche sources. Identifying these niches is fairly simple
using the “But No One Else Would” Trick. To use this trick, you simply complete
sentences like:
My ideal customer would read [book], but no one else would.
My ideal customer would subscribe to [magazine], but no one else would.
My ideal customer would attend [conference], but no one else would.
The idea is to find the niche books, magazines, blogs, conferences, celebrities, and other
interests that your ideal customer would be attracted to — but no one else would. For
example, if you sell golf products, you wouldn’t assign Tiger Woods as a celebrity. Tiger
Woods is a celebrity your customer avatar would follow, but a large percentage of people
interested in Tiger Woods are not golfers and aren’t likely to buy your golf products.
Instead, choosing a more niche golfer like Rory McIlroy allows you to hone in on your
ideal customer and exclude people who wouldn’t find value in your product. If you find
these niches when buying traffic from ad platforms like Facebook (covered in Chapter 10),
you can often laser-target your audience by focusing on prospects who have these niche
interests, while excluding less-than-ideal prospects.
Honing in on demographics
Applying demographic information brings your customer avatar to life. In this section,
you add information to your avatar such as age, gender, marital status, and location.
Although the usual demographics are critical, the exercise of filling in the “Quote”
field (shown in Figure 1-3) can be particularly helpful to get inside the head of your
ideal customer. The Quote field is how this avatar might define himself or herself in
one sentence, or it’s the motto the avatar lives by. For instance, our quote for Agency
Eric is “I surround myself with people smarter than I.” This sentence says a lot about
this avatar ’s character and motivation to purchase our marketing training products.
Brainstorm ideas for your avatar ’s quote with your team or someone who knows
your business well.