Internet Marketing Digital_marketing_for_dummies | Page 26
FIGURE 1-3: Demographics bring the customer avatar to life.
Demographic information for your customer avatar is also useful for choosing targeting
options in ad platforms like Facebook. Bring your avatar to “life” as much as possible,
even by visualizing the person if you can, because when you’re writing content, email, or
sales copy, it can be beneficial to write as though your avatar were sitting across the table
from you. Demographic information like age, gender, and location gives your persona a
look and feel.
Adding challenges and pain points
This section of the worksheet can help drive new product or service development. It can
also help inspire the copy and ad creative you will use to compel your ideal customer to
action. Copy is any written word that makes up your ad, email, web page, social media
post, or blog post. Ad creative is an object that communicates information in visual form,
such as an image, a GIF (graphics interchange format), a video, an infographic, a meme,
or another form of artwork that you use to convey your message. You use copy and ad
creatives to call out to your audience, capture people’s attention, and address how your
product or service adds value to their lives by solving a pain point or a challenge they face.
When selling certifications to Agency Eric, for example, our company would do well to
build solutions to his challenges and pain points and use language that addresses them in
our marketing messages. For example, this avatar would respond to sales copy like the
following:
Are you tired of losing proposals simply because you don’t offer content marketing services
to your clients? Certify your team with DigitalMarketer’s Content Marketing Mastery
Course and Certification.
Copy like this receives a response from Agency Eric because it is specific to one of his
pain points, which is the fear of losing business to competitors (see Figure 1-4).