Internet Marketing Digital_marketing_for_dummies | Page 27
FIGURE 1-4: Understanding the challenges and pain points of your customer informs your marketing efforts.
Preparing for objections
In the final section of the customer avatar worksheet, answer why your customer avatar
might choose to decline the offer to buy your product or service. The reasons your avatar
doesn’t buy are called objections, and you must address them in your marketing. For
example, if we know that Agency Eric is concerned with the amount of time his team
members will be out of the office or unable to work while getting trained, we can send an
email that overcomes that objection with a subject line like this:
Get Content Marketing Certified (in one business day).
You can prepare your own customer avatar as we discuss with the help of a
resource from DigitalMarketer. Find it at www.digitalmarketer.com/customer-
avatar .