You might know who your ideal client avatar is because you may already be providing a service for them, offer 1-on-1 coaching or you already engage with your blog readers. However when creating and selling a digital product, well that’s a whole different ball-game.
A new product means you need to find a new ideal customer
A new customer means a new avatar must be created
You then need to hone deeper down and find the right ‘persona’. What I mean by this is that there tends to be 2-4 different persona’s within one client avatar.
For example, your ideal client might be women who want to lose weight after having a baby. But when you dig deeper, you may find that you have four different persona’s within that one avatar:
- The exercise-loving new mom: She is interested in getting her figure back in shape mainly through exercise.
- The health-eating new mom: She is interested in losing her weight by healthy eating only. She doesn’t like exercise.
- The ‘too busy’ new mom: She wants to lose weight but wants a fast and easy approach to weight loss.
- The tight-budget new mom: She can’t afford all the healthy, organic food which is sometimes advised in weight loss diets.
So can you see how these four different persona’s will actually have an influence on the type of digital product you create?
So in effect, you could write four different weight loss ebooks to target each persona.
However, that will probably be unlikely for you to execute because you might only specialize and be qualified to write such an ebook in only one of the above areas.
So if you’re specialty area is weight loss on a budget (being frugal with shopping and cooking), then you’ll want to find the ‘tight-budget new mom’ persona’s to sell your ebook to.
So whatever area you specialize in, you need to narrow your customer avatar down to a very specific persona that matches the problem you can solve.
So let’s get back to the very basics as if you were researching your ideal avatar from the beginning.
You’re going to write a detailed description of your ideal customer avatar. I want you to really dive in when you write his/her description.
At first you will most likely be making this person up. However, a lot of times when we are creating our avatar we are actually talking about ourselves. We tend to be our avatar or maybe we used to be our avatar. I know this is true for me.
But as you become more sophisticated in really defining your avatar I would love for you to think of past clients you’ve worked with; if you have any. Don’t worry if you haven’t, I share below some ways to find information about your avatar.
Who did you really love working with and who have you been able to get amazing results for? Think about that one person and let them guide you as your avatar. I think stepping outside of yourself and looking at somebody else that you’ve served, helped, and supported, and loved working with.
Remember, your avatar is somebody that you know; what they need and want and you know you can serve them but you also love working with that type of person as well.
Think about some past clients too if you can. So get your thinking cap on, dive deep and complete the avatar description.
You will be answering questions like:
1) How old are they?
2) What books do they read?
3) Where do they hang out online?
4) Who inspires them?
5) What blogs do they read?
6) What podcasts do they listen to?
7) Most importantly, what are their biggest pain points and frustrations?
So the two main questions to ask yourself is “What keeps them up at night?” and “What are they constantly worrying about?”
How To Find Your Avatars’ Pain Points
If you don’t already have a raving fan base that you can talk to and survey and really understand by listening to them and engaging with them, you can also do a little investigative work online.
My favorite place to go is Facebook groups. There’s a Facebook group for just about any subject and any niche, so hopefully you’ll be able to join a few in your niche (although I’m sure you already have!)
Just literally start smooching around reading the conversations what are going on and taking notes, or screen captures into your chosen swipe file.
Use The Search Bar With Keywords:
To go a step further, I normally use the search bar inside the group. As I write this, it is located on the left-hand-side of the page.
Type keywords into the search bar to help you find past conversations that you haven’t seen.
So for example, when I was researching for pain points about female entrepreneurs wanting to earn passive income, I typed “passive income” into the search bar. This brought up conversations of people asking questions about how to go about creating passive income, but it also brought up my competitors messages doing their little ‘disguised’ pitches to sell their coaching/courses etc. on passive income – and then I would read all of those comments too.
BAM! Pure gold!
My swipe file was very busy that day 🙂
Also type in keywords such as “what are you struggling with right now on ____________?” and “what problems do you currently have when it comes to ___________?”
What you’re doing here is seeking out other people’s (your competitors) research on the same topic as you. You can then steal their research by simply looking at the answers to these questions in the comments.
Ask Your Own Questions:
If you cannot find the answers which you’re looking for then of course you can always go ahead and ask your own question in two or three Facebook groups, as above.
Another way to do this is to create a poll inside the group. Just say that you’re doing research and would really appreciate some feedback. Then create the poll and put down three or four answers and people will click the radio button to indicate their preference.
The only drawback to this is that you have to foresee the answers to your question, and you might have missed an answer which hadn’t occurred to you.
Action Step: Find 3-4 Facebook groups to do your research in. Use your swipe file and make use of the group search bar.
Validating Your Idea
You’ve actually done all the hard ground work already by doing all of the above.
- Found your ideal customer persona
- Identified their most pressing problem(s)
It’s these problems which you’re going to create your digital product around.
You’re going to solve the one main pressing problem of your customer avatar with an ebook, online course or membership site.
BUT, still don’t go ahead and start creating your product just yet. We want to make sure that people will actually get out their credit card and buy your product.
The best way to do this is to ask in 2-3 of your favorite Facebook groups (if you have permission from the group owner).
Make a post in a Facebook group with something along the lines of:
Hi, would you be interested in an eBook on “How To Lose Your Baby Weight on a Budget”
The book will focus on losing weight without having to buy expensive organic and specialized foods. (solving their specific problem) and will cost around $27.
If you’re interested, please leave a yes/emoji/gif in the comments below.
Thanks for your input in advance!
If you get a dozen or so yes’s, then there’s a few yes ‘votes’ in your favor. You can then make the decision to go ahead with your ebook or not.
The Passive Income Blueprint
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Claire is a work from home mother to two teenage sons. Claire has been creating passive income with digital products & automation since 2007 when she created her first ebook. Claire now helps other women create passive income cash-flows.