Lesson 3.1 â Your Avatar
eMail Marketing Mastery
Lesson 3.1 – Your Avatar
When we talk about relationship building, one of the most important aspects of that is having a personal one-on-one type relationship with your customer. Now that doesn’t mean that you know you have got to bump into them at Nordstrom’s and have a conversation. It doesn’t mean that. But it means that they have got kind of online relationship. And yes, definitely, if you have got a brick-and-mortar type business and you got walk-in customers that you are dealing with face to face, yes there are going to be aspects of that relationship, more one-on-one actually being there with them. But, if your business is completely online, or the service that you offer is online, you can still cultivate that type of relationship in the online realm. One of the easiest ways to do that is by personalizing who you are actually sending your emails to. What I want you to do is to choose an avatar. Before you actually do, I want you to do some research, before you look for one, I want you to think about the traits and characteristics that your ideal customer would have. We want to know who could represent your customers, who could be the face of your ideal customer. If you get that person in mind, when you sit down, to write an email you are going to write to that single person. You are not going to write to your list. So you are going to write to an individual. You want to know, what’s their name, what’s their age, how much money do they make, do they like the outdoors or do they like a big city life? You will have to ask questions that are possibly related or applicable to your general audience. Okay, so whatever your market is, you know, that you will have a certain kind of criteria that fix the majority of your users, of your customers. If whatever it is you are selling appeals mostly to males, then your avatar is obviously going to be a male. Okay? And
1
eMail Marketing Mastery opposite if it is for a female targeted audience, let’s say you have got a store selling women’s lingerie, then are most of your customers are still going to be male. No. If most of your customers are women, you want to have that in mind so you know who you are going to specifically write to, who you are going to sit down and write to. Because, when you write if you have the thought that you are writing to my list you are going to be writing in a certain way. It’s not going to be very personal. But if you have in your mind a specific person that you going to write to, that Avatar that you have created, that totally changes how you write those emails. This avatar, after you have figured out the traits, that you want to apply to this customer of yours, this avatar needs to actually have a name. So, you are going to go to your favorite search engine, look for somebody that fits in the demographics that you have chosen, you know what they look like, you know their income level, they look like they live the lifestyle of whoever fits into your ideal market. And it really does need to match up as much as possible with what you do. Name that avatar, grab that picture, print it out, put those traits that you have highlighted, that you chose them for. Put those on the paper, and when you are going to sit down to write an email, especially the first several times that you start doing this, you look at that avatar, whatever name you have given. You call it by name and you write an email to that individual and you always keep this avatar. You may make changes; they might develop over time and change to a slightly different person. Maybe your business takes a little different direction or it gets a little broader. You still have the opportunity to replace your avatar, but the point is when you think about a new product, when you think about a service, when you think about a free offer, you have that avatar in mind. You ask yourself: Will Michael like this? Is this something that Abbey would be interested in? Is this going to be helpful to her? If Abbey is a beginner, you put that as a trait, on the paper, so you are sitting down and you are going to write and you think, “Oh, I just wrote something that is quite an advanced topic I don’t think Abbey is going to be able to handle that right now.” Your avatar will help you relate to your prospects and to your customers in a much more personal way. This is going to make your ideal customer be able to relate to you more, get them to like you better, and help make them a paying customer.
2
eMail Marketing Mastery Lesson Notes
•
Note Number 1 This lesson is about building your avatar. Avatars are the face of your business. They represent you in front of your prospects, but at the same time, the best way to build an avatar is to build it according to the specific clientele you are catering to. This lesson is all about incorporating those tips in making your avatar a true representation of what your business offers.
•
Note Number 2 Now, at the same time that the avatar is a representative of your business to your prospects, the avatar is also a representative of your prospects to you. If you have built it with that kind of mindset, then the avatar is what you have to keep in mind when you are writing those emails. Write them as though you are writing to the avatar and not to some invisible person on your list. That way, your emails will turn out more personalized and better.
Lesson Tasks
•
Task Number 1 First of all, understand what an avatar is. The beginning part of this lesson deals with that. Pay close attention to what it really means.
•
Task Number 2 The middle part of the lesson speaks about how you should create your avatar. This is valuable information, because your avatar is the representative of your prospect in your mind. You are going to fashion your campaign based on that face. Understand all the tips given to build your avatar.
3
eMail Marketing Mastery
•
Task Number 3 Thirdly, understand how you should write an email keeping this avatar in mind. These tips are again valuable because they will help you create a personalized and more effective email campaign for your business.
4
Lesson 3.1 – Your Avatar
When we talk about relationship building, one of the most important aspects of that is having a personal one-on-one type relationship with your customer. Now that doesn’t mean that you know you have got to bump into them at Nordstrom’s and have a conversation. It doesn’t mean that. But it means that they have got kind of online relationship. And yes, definitely, if you have got a brick-and-mortar type business and you got walk-in customers that you are dealing with face to face, yes there are going to be aspects of that relationship, more one-on-one actually being there with them. But, if your business is completely online, or the service that you offer is online, you can still cultivate that type of relationship in the online realm. One of the easiest ways to do that is by personalizing who you are actually sending your emails to. What I want you to do is to choose an avatar. Before you actually do, I want you to do some research, before you look for one, I want you to think about the traits and characteristics that your ideal customer would have. We want to know who could represent your customers, who could be the face of your ideal customer. If you get that person in mind, when you sit down, to write an email you are going to write to that single person. You are not going to write to your list. So you are going to write to an individual. You want to know, what’s their name, what’s their age, how much money do they make, do they like the outdoors or do they like a big city life? You will have to ask questions that are possibly related or applicable to your general audience. Okay, so whatever your market is, you know, that you will have a certain kind of criteria that fix the majority of your users, of your customers. If whatever it is you are selling appeals mostly to males, then your avatar is obviously going to be a male. Okay? And
1
eMail Marketing Mastery opposite if it is for a female targeted audience, let’s say you have got a store selling women’s lingerie, then are most of your customers are still going to be male. No. If most of your customers are women, you want to have that in mind so you know who you are going to specifically write to, who you are going to sit down and write to. Because, when you write if you have the thought that you are writing to my list you are going to be writing in a certain way. It’s not going to be very personal. But if you have in your mind a specific person that you going to write to, that Avatar that you have created, that totally changes how you write those emails. This avatar, after you have figured out the traits, that you want to apply to this customer of yours, this avatar needs to actually have a name. So, you are going to go to your favorite search engine, look for somebody that fits in the demographics that you have chosen, you know what they look like, you know their income level, they look like they live the lifestyle of whoever fits into your ideal market. And it really does need to match up as much as possible with what you do. Name that avatar, grab that picture, print it out, put those traits that you have highlighted, that you chose them for. Put those on the paper, and when you are going to sit down to write an email, especially the first several times that you start doing this, you look at that avatar, whatever name you have given. You call it by name and you write an email to that individual and you always keep this avatar. You may make changes; they might develop over time and change to a slightly different person. Maybe your business takes a little different direction or it gets a little broader. You still have the opportunity to replace your avatar, but the point is when you think about a new product, when you think about a service, when you think about a free offer, you have that avatar in mind. You ask yourself: Will Michael like this? Is this something that Abbey would be interested in? Is this going to be helpful to her? If Abbey is a beginner, you put that as a trait, on the paper, so you are sitting down and you are going to write and you think, “Oh, I just wrote something that is quite an advanced topic I don’t think Abbey is going to be able to handle that right now.” Your avatar will help you relate to your prospects and to your customers in a much more personal way. This is going to make your ideal customer be able to relate to you more, get them to like you better, and help make them a paying customer.
2
eMail Marketing Mastery Lesson Notes
•
Note Number 1 This lesson is about building your avatar. Avatars are the face of your business. They represent you in front of your prospects, but at the same time, the best way to build an avatar is to build it according to the specific clientele you are catering to. This lesson is all about incorporating those tips in making your avatar a true representation of what your business offers.
•
Note Number 2 Now, at the same time that the avatar is a representative of your business to your prospects, the avatar is also a representative of your prospects to you. If you have built it with that kind of mindset, then the avatar is what you have to keep in mind when you are writing those emails. Write them as though you are writing to the avatar and not to some invisible person on your list. That way, your emails will turn out more personalized and better.
Lesson Tasks
•
Task Number 1 First of all, understand what an avatar is. The beginning part of this lesson deals with that. Pay close attention to what it really means.
•
Task Number 2 The middle part of the lesson speaks about how you should create your avatar. This is valuable information, because your avatar is the representative of your prospect in your mind. You are going to fashion your campaign based on that face. Understand all the tips given to build your avatar.
3
eMail Marketing Mastery
•
Task Number 3 Thirdly, understand how you should write an email keeping this avatar in mind. These tips are again valuable because they will help you create a personalized and more effective email campaign for your business.
4
