A good advertiser has to know his audience. Most advertisers have at least a general idea of who their audience is.
The better ones are able to narrow their target audience down with more precise demographic details.
Let me give you an example.
Raymond, an online mastermind student of mine in the weight loss industry, identified the following as his target audience.
Age range: 21 - 42
Income level: $60,000 - $120,000 annually
Interests: Watching TV and surfing the net
With these details on hand, Raymond created an ad campaign on Facebook.
This was how his ad looked.
So make a guess. How well do you think his ad performed?
The quick answer…
It was bad. Out of the 254 clicks he got, only 6 of them converted to sales. Small ticket sales.
Raymond made a loss.
Confused and upset, he engaged me.
I looked at his ad and I asked him who he was trying to target. He gave me the details I shared above.
That was when I knew there was a problem.
You see, most marketers make the mistake of narrowing down their audience to a certain demographic. This may include people of a certain age range, gender, location, interests, etc.
And while having that rough idea of who you are targeting may be helpful in creating ads that work, you will notice that the ads are just barely breaking even or the ROI is low.
To create ads that completely hypnotise your audience and get high conversions, you must first throw out any conception of a “target demographic” and focus on your avatar.
Your avatar is the one person you are selling to.
Yes, ONE person.
Knowing that your ideal customer is an American lady aged 21-42 won’t help you create a good ad. You need to know what this lady’s exact age is. You need to know what are the websites she likes to visit. What are some of her favourite brands? Where does she shop at and what does she buy?
After knowing some of these basic information, you need to delve deeper into her psychographic info.
What are 2 of the biggest distractions she faces daily? What are 3 things that make her angry or frustrated? What are 2 self-doubts she keeps to herself in private? What kind of claims get her skeptical or defensive?
These are just some of the questions from my Crystal Ball that help advertisers specifically identify their avatar. I ensure all my students go through the Crystal Ball so that they don’t end up creating horrible ads that lose money.
And Raymond was no exception.
You’ve seen the ad he created on his own (above).
After going through the various questions in the Crystal Ball, we realised the exact angle our avatar would resonate with. And this was the ad we came up with.
It may not look as “pretty” or “professional” as the ads big companies like to run. But the results after just 1 day told a whole other story.
Not only did Raymond spend much less...
With less than half the clicks to his website, he was able to close almost 3 times the number of sales.
Which only meant one thing.
Our new ad resonated with his market.
And we would never have predicted it before going through the Crystal Ball.
If you’d like to have a copy of the Crystal Ball so you can get your avatar right, drop me an email here:
Now, let’s have a look at our "ad on the street" critique.