Create a Customer Avatar in 5 Steps | Marketing Mastery with Justin Rondeau

This week, Justin Rondeau, General Manager for DigitalMarketer, goes over how to create a customer avatar (the customer persona your business is targeting) in just 5 easy steps!


Learn more about Customer Avatars here:

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If you don’t have a customer avatar you’re seriously missing out on the secret to success. After all, if you don’t know who your customer is then how can you market to them?

Getting a clear understanding of your customer will impact virtually EVERY aspect of your marketing and sales process. And here are the 5 steps to get there!

Step 1: Identify the Goals and Values

What are the goals of your ideal customer that YOUR business, service, or offering can help them achieve.

Then you have to list out values at the same time as goals.

A good way to start this exercise is to phrase it like this:

[Customer Avatar name] is committed to…

Step 2: Find their Sources of Information

What books are your customers reading? What magazines?

Do they frequent particular types of blogs? What about specific blogs?

What conferences or trade shoes do they go to?

Who are their ‘Gurus’?

This will help you nail down where you can advertise and how to speak to them in a language they understand.

Step 3: Write out their Demographic Information

Creating this fictional person seems odd but it really does give you a complete picture of your customer. It makes them ‘real’ or as real as a fake avatar can be

Step 4: List out their challenges and pain points

Now that your avatar is a bit more real, you want to dig into what their challenges are and their main pain points (or in some cases their fears).

Obviously, you should limit these to challenges and pain points your business, service, or offer can help with!

Step 5: Identify the Objections to the Sale & Their Role in the Purchase Process

These are often overlooked, specifically the objection part. Nobody has a product or service so great that literally everyone will want to use it if they become aware of it. That just doesn’t happen.

The important thing is WHY wouldn’t your ideal customer want to work with YOU at this point in TIME.


Justin Rondeau is the General Manager at DigitalMarketer and has been doing this whole “Marketing” thing since 2010, when he was mildly […okay maybe more than mildly] obsessed with all things, data, email, optimization, and split testing.

He’s trained thousands of marketers, spoken on hundreds of stages, runs a delightful team of marketers & product creators, has dozens of shirts louder than his voice, and loves one hockey team: the Boston Bruins.

Dusty Staggs

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