Do you use a single customer avatar in your business? Today we're sharing what we really think about customer avatars, why they don't work, and what you want to use instead. If you think (or have been led to believe) that customer avatars are the end-all and be-all, you seriously need to find out about this instead! SOME EPISODE HIGHLIGHTS: (0:16) Want to make your sales from your email marketing? Grab our Click Tricks.(4:14) You can't create a customer avatar before you have an audience.(6:24) An educated guess is NOT a customer avatar. (7:19) Create a business you actually like.(8:22) Who is our audience made up of?(10:00) Introducing the idea of segmentation.(11:58) Create Dynamic Customer Journeys. (14:14) No business is sustainable with only ONE avatar.(16:04) Segmentation doesn't need to be overwhelming.(18:08) Subject line of the week.Want to get more sales from your email marketing?We put a little something together for you. It's really cool and it's FREE (yes, it's cool and free – we're nice like that). If you want to make more sales from your email marketing, you need more clicks on the things that you're selling!That's why we're giving you 12 creative ways to help you get more clicks in every email you send. It's a FREE download, and it's called Click Tricks. You can grab it here. You can't create a customer avatar before you have an audienceThe idea of customer avatars has been around for a long time. In fact, it's often the first module of every marketing course you’ll ever take. And apparently, it's all about getting a piece of paper, thinking about a customer avatar, and giving it a name. Is it, though? Because by the end of this exercise you can't be sure whether your avatar is true or you've made things up!So if like us, you find this idea or task really hard and demotivating, you'll be pleased to know that creating a customer avatar is something you can do retrospectively when you already have an audience. It’s impossible to create a customer avatar before you have an audience. Because all you're doing then it's guessing! There. We said it. An educated guess is NOT a customer avatarAnd sure - you can make educated guesses. If you teach long-distance running, you're going to know certain things about your audience. Maybe you only teach men, so you'll know your clients will be men and probably in a certain age bracket.That's an educated guess. But it's not a full customer avatar. And it's not going to be useful information when you're starting a business and trying to figure things out. So creating a customer avatar is something you do once you already have an audience. Otherwise, you're probably going to be paralysed by the details around what colour hair your ideal client has! And does it even matter? No, it doesn’t.Create a business you actually likeCreating a customer avatar and sticking with it at all costs also means you might end up with an audience you don’t like. The people you're intending to serve might be profitable, but you may not like them very much. So what we do instead is to put our products on the Internet (we know they're good) and then see who resonates with them. In turn, this might then give you an idea of what your market might be. For example, we knew we wanted to sell to people who create courses, memberships, and coaching on the Internet – in other words,...