Speaker 1: Hello.
Speaker 2: My name's Santasha Nabananga Bamblet. I'm a proud yr the
Speaker 2: Order KERNI Whoalbury and a waddery woman. And before we
Speaker 2: get started on She's on the Money podcast, I would
Speaker 2: like to acknowledge the traditional custodians of the land of
Speaker 2: which this podcast is recorded on a wondery country, acknowledging
Speaker 2: the elders, the ancestors and the next generation coming through
Speaker 2: as this podcast is about connecting, empowering, knowledge sharing and
Speaker 2: the storytelling of you to make a difference for today
Speaker 2: and lasting impact for tomorrow.
Speaker 1: Let's get into it.
Speaker 3: She's on the Money, She's on the Money.
Speaker 1: Hello, and welcome to the business by If you're thinking
Speaker 1: of starting up a side hustle or a small business,
Speaker 1: my friend, you are in exactly the right place. I'm
Speaker 1: Victoria Devine and I've created and currently runs several i
Speaker 1: would say successful businesses, and I'm joined by one of
Speaker 1: the hardest working side hustlers I know, miss Jessica Riach.
Speaker 1: What a dream team. I think we look cute together too,
Speaker 1: So that's that really helpful.
Speaker 4: I've been loving these Business Bible episodes, especially since we
Speaker 4: just won Best Business Podcast.
Speaker 1: Or but the year at the podcast of warhy No,
Speaker 1: it's so exciting, We're so smart, Jessica.
Speaker 4: It was honestly just so fun, and it's really exciting
Speaker 4: to know that you guys are loving the Business Bible
Speaker 4: as much as we are.
Speaker 1: Neither of us saw it coming. We were both in shock.
Speaker 4: So yeah, there's a video and I wanted to say
Speaker 4: it was so exciting. But we've covered a lot in
Speaker 4: a couple of episodes. We've found out why we've set
Speaker 4: up our business books. But today's episode is a little
Speaker 4: bit more fun because we're going to be trying to
Speaker 4: find out exactly who our customer avatar is.
Speaker 1: I would say this is probably more exciting than to about
Speaker 1: tax and bank accounts. Maybe not for you, yeah, exactly,
Speaker 1: But today we're going to be looking at creating a
Speaker 1: customer avatar, which is really fun. Nothing like Avatar the
Speaker 1: movie that is where my brain goes the same the
Speaker 1: second you say avatar and like they're blue rat. That's different.
Speaker 1: So this is a customer avatar, jess And what exactly
Speaker 1: is the customer avatar? So you might have heard of
Speaker 1: a customer avatar or a customer persona or maybe something
Speaker 1: similar and It's basically where you create a fictional person
Speaker 1: who becomes the outline of your perfect customer. Right, So
Speaker 1: the exact person that we would be selling to, the
Speaker 1: exact person would be marketing our business to talking to
Speaker 1: every single time we turn up in our business or
Speaker 1: side hustle, whether that is in person or online. So
Speaker 1: by the end of this episode, you're going to have
Speaker 1: a name, you're going to have an age, you're gonna
Speaker 1: have a gender, and you're basically going to create this
Speaker 1: whole fictional character that aligns with your business. But you
Speaker 1: can't use them to catfish people. Jess Okay, so no
Speaker 1: getting on Tinder and saying, ah, I'm actually Jessica twenty nine, Like,
Speaker 1: that's not gonna work. Yeah, But the whole point of
Speaker 1: this is to really drill down into who your perfect
Speaker 1: customer is, because if you can approach them and appeal
Speaker 1: to them, you're going to attract more like minded customers,
Speaker 1: where as they think these days, everybody's trying to be
Speaker 1: too much of everything to everybody. You know what that does,
Speaker 1: It dilutes your value as a business. Yeah. Like, let's
Speaker 1: give an example, using my favorite example, the candle business.
Speaker 1: It might be thirty two year old Emily. She lives
Speaker 1: in Burwood. She works full time in the city. She
Speaker 1: catches the train to work. She listens to maybe three
Speaker 1: or four hours of a podcast a week. She's she's
Speaker 1: on the money, yeah, obviously, but we're just going to
Speaker 1: say podcasts in general. Maybe she's more of a pop
Speaker 1: culture girlie with than an educational girlie. We don't know,
Speaker 1: We don't judge. She spends time on Instagram and TikTok relatable.
Speaker 1: She's renting a one bedroom apartment all by herself and
Speaker 1: saving up to purchase her own home to live in.
Speaker 1: She wants to make her current house feel like a home,
Speaker 1: but she's on a tight budget. That's much more detailed
Speaker 1: than I thought it would be. Yeah, so we're like
Speaker 1: making this perfect customer, Like we want to give them
Speaker 1: a little bit of personality, a little bit of flair
Speaker 1: because obviously that is then going to drive the way
Speaker 1: that you run your business, because you might go v
Speaker 1: I'm not really like a high end, super luxury candle
Speaker 1: business that sells, you know, one hundred dollars candles. They're
Speaker 1: more of an everyday luxury. So I want people to
Speaker 1: get that like a little boost of serotonin every day
Speaker 1: when they use my product. They're affordably priced.
Speaker 4: Yeah, so it's making us think it's more like a
Speaker 4: character that you would create in a video game or
Speaker 4: a bit mooji or something like that, less like the
Speaker 4: blue people in the James Camera movies, which makes much
Speaker 4: more sense to me.
Speaker 1: Yeah, Like, I mean, we could make avatars. I don't
Speaker 1: know how many of them actually exist by your products though,
Speaker 1: just that seems very reasonable. They're really attractive for blue people,
Speaker 1: like they go, all right.
Speaker 4: The main guy could get it exactly. Can you tell
Speaker 4: me a little bit more about why this is beneficial
Speaker 4: to the business early on?
Speaker 1: So there's lots of benefits. It's something that I've done.
Speaker 1: I'm not just sitting here going, oh my gosh, you
Speaker 1: guys should definitely do this. Like Jess, you've worked for
Speaker 1: me for what like three and a half is years,
Speaker 1: which is terrifying, and you have known that. I've always said, look,
Speaker 1: we have an avatar. My name's Emily. If it doesn't
Speaker 1: suit Emily, it doesn't suit our community. It's this thing
Speaker 1: in our I guess, in our business that kind of
Speaker 1: helps us fact check or make sure that something might
Speaker 1: fall correctly because we've obviously given thirty four year old
Speaker 1: Emily in Burwood personality, we might go, should we be
Speaker 1: posting about this current topical issue on Instagram? Is Emily
Speaker 1: going to find that interesting? Or is she going to go,
Speaker 1: why the hell's my candle business posting about X issue
Speaker 1: or this political statement or whatever it is. So we've
Speaker 1: really got to think about how your consumer's going to
Speaker 1: interpret information that you share. Right, So the benefits of
Speaker 1: having a customer avatar that but also you know exactly
Speaker 1: who your customer is, which can help us when we
Speaker 1: make marketing or business decisions. The avatar reflects the community,
Speaker 1: so it's usually the average person in your community, not
Speaker 1: just like your dream girl.
Speaker 4: Right, So, as we understand that we're going to have
Speaker 4: lots of different people exactly aren't exactly the same.
Speaker 1: We're not all cookie cutter. It's absolutely not, and we're
Speaker 1: not going to try and make sure that it's absolutely
Speaker 1: perfect for Emily. But like, is this something that Emily
Speaker 1: might bring up at brunch and like all of her
Speaker 1: friends no matter how diverse, might go, oh yeah, like
Speaker 1: that sounds great, love that candle business idea. Can we
Speaker 1: speak to an individual instead of a group of people.
Speaker 1: When we speak to an individual as a business instead
Speaker 1: of a group of people, it feels so much more personalized. Yes,
Speaker 1: if I can speak to you as a person who
Speaker 1: has a problem that I'm trying to solve, as opposed
Speaker 1: to Hello, audience and welcome. Yeah, it's just more personal
Speaker 1: and we like that. It will be a critical element
Speaker 1: in your marketing and your sales campaigns. It can even
Speaker 1: help decide whether customer complaints are helpful or unhelpful, because
Speaker 1: you might get a complaint and they might go, your
Speaker 1: fragrances are too strong and not florally enough and I
Speaker 1: can't believe you do this, And you go, who is
Speaker 1: that from deliver bit snoopy snoop? And it's Barbara and
Speaker 1: she's eighty. Yeah, Barbara really wants paturely. Emily doesn't want
Speaker 1: her house to smell like maturely. Yeah, so go, Thanks
Speaker 1: by breath for the feedback. So sorry, we couldn't hit
Speaker 1: the nail on the head with this one. We might
Speaker 1: forward that to our developers, Yeah, maybe not do much
Speaker 1: with it. Yeah, but if your target audience is giving
Speaker 1: you direct feedback and being like, oh, this is not
Speaker 1: hitting the nail on the head, maybe that's when you
Speaker 1: take it a step further. Yeah, it really helps you
Speaker 1: work out what is helpful and unhelpful feedback.
Speaker 4: That's really interesting, I think because as a business scales,
Speaker 4: it's something we've seen in Shees on the Money very much.
Speaker 4: So the more people you're talking to, the more people
Speaker 4: you're trying to help, the more different and diverse people.
Speaker 4: You know, we started off talking to women, but we
Speaker 4: have lots of men in our community now as well,
Speaker 4: which we love. Everybody is welcome, but the more different opinions,
Speaker 4: the more things people want to say. You'll put something
Speaker 4: out and some people be like, yes, we love this,
Speaker 4: and on the exact same post, people be like this
Speaker 4: is the worst. We hate it.
Speaker 1: Oh goosh. I know, And it's kind of like, what
Speaker 1: do you take seriously and what do you want because
Speaker 1: as a business owner, especially a small business owner, I
Speaker 1: take everything personally hundreds Like, you know, I know what
Speaker 1: you're referring to as our recent rebrand if She's on
Speaker 1: the Money, right, and I guess to talk happily about that.
Speaker 1: We spent months on that, right, Like, we hired this
Speaker 1: full time graphic designer. The original She's on the Money
Speaker 1: branding was done by me what Microsoft PowerPoint on our
Speaker 1: screenshot it but like we will start somewhere, Jessica, it's
Speaker 1: truly iconic. But I mean, look good I did with
Speaker 1: Palhoy Cowboy built. Just when there is a will, there
Speaker 1: is truly truly a way and when you have ADHD
Speaker 1: it really really helps. But I think it's it's one
Speaker 1: of those things where you know, we spent a significant
Speaker 1: amount of time finding a designer that I really liked
Speaker 1: the vibe of that I thought could take shees on
Speaker 1: the money where I wanted it to go right. We
Speaker 1: then workshopped and brainstormed and I worked with this company
Speaker 1: to go these are the colors, these are the vibes,
Speaker 1: This is where I wanted to go. I really want
Speaker 1: it to be a bit more punchy, a little bit
Speaker 1: more you know, in your face in a way as
Speaker 1: opposed to soft peaches, like I want to keep the
Speaker 1: peach in the color palace. But anyway, we had all
Speaker 1: these conversations and it took months to get to the
Speaker 1: brand that we got to. Might be interesting to do
Speaker 1: an episode on that one day, like why I really can,
Speaker 1: but also like how yeah, like and maybe how you
Speaker 1: could do it for your brand. If you don't have
Speaker 1: the cash, let us know. If you want to hear
Speaker 1: about that, yes, please. But we did all of this
Speaker 1: and then you know, it came to fact checking it
Speaker 1: and all my friends and family had seen it, all
Speaker 1: my team had seen it. We'd like you know, gone
Speaker 1: back and forth on different iterations of the logo where
Speaker 1: small things changed. Right, So we're really proud to put
Speaker 1: this out. We love it, and obviously we want our
Speaker 1: community feedback and we want people to go, oh, hey,
Speaker 1: like love it or don't love it, that's fine. But
Speaker 1: when people are like this is heinous, this is worst
Speaker 1: rebrand I've seen in my life, You're like, oh, okay, yeah,
Speaker 1: but not helpful. Not helpful. But then you also go,
Speaker 1: all right, are they our target demographic? And you really
Speaker 1: have to go back to that because as a small
Speaker 1: business owner, I take everything personally. Like if you say
Speaker 1: you don't like Sheese on the Money, I totally get it.
Speaker 1: We're not everything to everybody, but I'm always going to
Speaker 1: have some level of feeling defensive about that because She's
Speaker 1: on the money is my baby. So like, if you
Speaker 1: made candles, Jess, and I go, well, I don't really
Speaker 1: like candles you'd be like, oh, okay, well it's a
Speaker 1: little bit, And I think it's important as small business
Speaker 1: owners that we back our business. It's kind of like
Speaker 1: if someone was talking smack about you, Jess, I'd be like, no,
Speaker 1: she's the best. What are you talking about? Yeah, Like,
Speaker 1: I'm going to be defensive because I love it. Yes,
Speaker 1: So I think it's important to understand where we're coming from,
Speaker 1: who our target demographic is, because it really helps you
Speaker 1: filter those comments, especially if you're asking for feedback online,
Speaker 1: which we do, but we always take it with a
Speaker 1: grain of salt because if someone is willing to come
Speaker 1: online and be like this is the most heinous rebrand
Speaker 1: we've seen in our entire lives, you kind of go
Speaker 1: you a designer, Yeah, oh no, you work in healthcare.
Speaker 1: Not that that's a bad thing, but like, you probably
Speaker 1: don't have a lot of experience as a designer. Our
Speaker 1: colors are definitely more in your face. Yeah, maybe they
Speaker 1: don't like it, and that's fine, but I can't be
Speaker 1: everything to everybody. But when we looked at our avatar Jess, yeah,
Speaker 1: we were like, she'll it. Yeah, we nailed it on
Speaker 1: the head. We nailed it.
Speaker 4: Everyone else's opinions are relevant, and we listen and we
Speaker 4: take it on board, but we.
Speaker 1: Just make sure that we're not always pandering to every
Speaker 1: single piece of feedback that comes our way. One because
Speaker 1: that would absolutely drown us. But two because we want
Speaker 1: to have conviction in who we are. And I think
Speaker 1: that that's what makes She's on the money and you know,
Speaker 1: the business Bible are stronger brand because well, we know
Speaker 1: who we are and who we're not. And if we're
Speaker 1: not somebody that you want to engage with, that's so
Speaker 1: fine because I would actually prefer to leave that slot
Speaker 1: empty so I can find the perfect person to come
Speaker 1: in so that I'm speaking to somebody who feels like
Speaker 1: they really resonate with us. It's funny because just before
Speaker 1: you wipe me up here and go to a break,
Speaker 1: I was on TikTok this morning. Yes, by away. I
Speaker 1: lived there. It's why my alarm goes off at six am,
Speaker 1: but I don't get out of bed until seven. It's
Speaker 1: TikTok time. Yeah, exactly when my husband wakes up. It's fantastic.
Speaker 1: But I was laying in bed and you know it's
Speaker 1: coming up to a festive season, Jess, So there's lots
Speaker 1: of like Christmas recipe online, and there was this beautiful
Speaker 1: Italian woman on TikTok and she was talking about how
Speaker 1: every year she makes this fancy seafood salad and it's
Speaker 1: like the boogie is looking seafood salad I've ever seen
Speaker 1: salad sounds weird when you're talking about it. A little
Speaker 1: bit a cocktail me, because it's got like beautiful fresh
Speaker 1: prawns and oysters and all these things that people would
Speaker 1: love in it. Right. She goes through this whole recipe
Speaker 1: and then I'm like looking at the top comments and
Speaker 1: one of them was like, what do I swap it
Speaker 1: out for if I don't like seafood? Maybe a different recipe, man, Yeah,
Speaker 1: And the girl, like this beautiful Italian woman who had
Speaker 1: just done this video, was like, it's literally a seafood salad.
Speaker 1: Perhaps find a different recipe. And I was just like, legit, right, Like,
Speaker 1: you don't have to be everything to everybody. If you
Speaker 1: don't like seafood, you don't make that recipe. Yeah, but
Speaker 1: I think we also need to go if they say,
Speaker 1: well I would never put prawns in it, it doesn't
Speaker 1: mean that you have to take their advice.
Speaker 4: Yeah, And so when you're a small brand setting up
Speaker 4: your identity, that maybe helps give you a little bit
Speaker 4: of confidence in the things that you do, because I
Speaker 4: know it can be really temp when you get a
Speaker 4: piece of feedback to go, oh, we need to change that.
Speaker 4: But if you're coming back to that customer avatar and
Speaker 4: you're going, okay, well, what does my ideal person look like?
Speaker 4: What does my Emily look like? What does my Emily want?
Speaker 1: It's so helpful. Yeah, And I mean I mentioned just
Speaker 1: before that you've worked for us or for me for
Speaker 1: like three and a half years, and I think a
Speaker 1: good question here, completely off the cuff, is about feedback
Speaker 1: that we've received. Do you remember back three and a
Speaker 1: half years ago when we would get feedback and I
Speaker 1: would cry, Yeah, and I would be so upset. I'm
Speaker 1: bringing this up. It's important, but like I used to
Speaker 1: get so upset, like if we got a really nasty
Speaker 1: DM or I thought it was nasty, or we get
Speaker 1: some feedback that I wasn't what they needed me to be,
Speaker 1: or then maybe I was, you know, not good or
Speaker 1: you know anything. Literally, I would be heartbroken. Like Jesse
Speaker 1: used to write my days off, What does feedback do now?
Speaker 1: You're like, Eh, exactly, And so I'm only sharing that
Speaker 1: because we've just talked about how important it is to
Speaker 1: have conviction. And if you're a small business owner and
Speaker 1: you're listening to this, that takes time to build. You
Speaker 1: can't just go in and be like, Eh, that's fine,
Speaker 1: I don't mind. Yeah, I've had four and a half
Speaker 1: years of doing my Shees on the Money podcast and
Speaker 1: the She's on the Money community to get that conviction
Speaker 1: to go. Actually, I see what you're saying. That's not
Speaker 1: going to help me in this moment. That is not
Speaker 1: something that I'm going to engage in. Whereas before when
Speaker 1: I wasn't so sure and I was really starting up home,
Speaker 1: we'd only existed for a year and I had my
Speaker 1: first employee, Jessica, and I just so anxious about everything
Speaker 1: because I wanted to do everything right and I wanted
Speaker 1: to be perfect for you, when I wanted to be
Speaker 1: perfect for my community, and where people would point at
Speaker 1: my cracks, I'd be like, oh, don't look there. Yeah,
Speaker 1: now I'm scary is crack. Rip it open, put.
Speaker 4: At a bow on it, and we find fill it
Speaker 4: with gold.
Speaker 1: But I think it's really important to also point out
Speaker 1: that this is not something that as a small business
Speaker 1: owner you just step into immediately being comfortable and confident,
Speaker 1: and feedback can knock you for six and you know what,
Speaker 1: there are going to be times where you lay in
Speaker 1: bed and you cry and you're so upset. I don't
Speaker 1: even know why I'm doing this, and you tell your husband,
Speaker 1: this is the worst decision I've ever made. Yeah, I
Speaker 1: promise you it's not. You actually have to just put
Speaker 1: your big girl socks on and go out and try again,
Speaker 1: because it's not the businesses that get glowing feedback that
Speaker 1: are successful, it's the ones that try and try again. Yeah,
Speaker 1: one hundred percent.
Speaker 4: All right, let's head to a really quick break, let
Speaker 4: the people digest, and when we come back, I think
Speaker 4: we're going.
Speaker 1: To touch on how to actually put this avatar together. Yeah,
Speaker 1: we're going to put one together together.
Speaker 4: Exciting, don't go anywhere, Welcome back everybody. We know what
Speaker 4: a customer avatar is, and we know why we need one.
Speaker 1: We desperately need one.
Speaker 4: Absolutely, So now let's create one for a little business
Speaker 4: or sarde hustle VD.
Speaker 1: How do we create? Where do I start?
Speaker 3: Right?
Speaker 1: We're going to start with four things. So first things first,
Speaker 1: basic demographics. Are they male? Are they female? Are they other?
Speaker 1: Who are they? What do they look like? How old
Speaker 1: are they? What is their lifestyle? What are their goals
Speaker 1: and aspirations? This is getting a little bit fluffy, but
Speaker 1: I promise it's really important. Before the break, I told
Speaker 1: you about Emily. She was thirty two. She's saving up
Speaker 1: for a first home. That gives you so much context
Speaker 1: around where her values would be sitting. If Emily is
Speaker 1: saving up for a first home at thirty two, yess yeah,
Speaker 1: she's probably watching her budget a little bit. Absolutely. That'd
Speaker 1: be different to somebody who's thirty two and really loves
Speaker 1: partying and has no interest in savings. So those are
Speaker 1: two different demographics we're talking to, right, What are their fears?
Speaker 1: And most importantly, what are their pain points? I love
Speaker 1: that word pain point, pain point. It does sound good.
Speaker 1: I think it's the alliteration. Yeah, ros hung. But pain
Speaker 1: points are really important to identify in a business because
Speaker 1: your job as a business is to solve a problem
Speaker 1: for your customer, and if you're not solving a problem
Speaker 1: for your customer, your business is not going to be successful. Yeah,
Speaker 1: full stop, end of story. I don't care what your
Speaker 1: business is whether you make candles. The problem you are
Speaker 1: solving if you are making candles is that I want
Speaker 1: my house to feel more like a home. My candles
Speaker 1: can do that. She's on the money's problem. It solves
Speaker 1: the lack of financial literacy that is accessible to particularly women.
Speaker 1: So we know exactly what pain point we are addressing,
Speaker 1: and we can clarify that doesn't matter what you do,
Speaker 1: whether you're an influencer. Maybe you make approachable content in
Speaker 1: an aesthetic way that people really relate to. There could
Speaker 1: be a million different things. It doesn't have to be
Speaker 1: solving world hunger, Jess Like, it doesn't have to be
Speaker 1: a pain point that is the biggest thing in the
Speaker 1: entire world. But we are solving a problem for our community.
Speaker 1: And if we are solving a problem for our community,
Speaker 1: we are proving that there is a need that my
Speaker 1: business exists. Yes, then before we get any further into
Speaker 1: these it's super important to note that this is who
Speaker 1: your customer is, not who you want to be. Okay,
Speaker 1: tell me more. Well, I might go write down all
Speaker 1: the things that I'm really aspirational, Like, maybe instead of
Speaker 1: having Emily be you know, someone who catches the train
Speaker 1: to work she's living her best life. She drives a
Speaker 1: Mescetis to work. Oh, queen, is she saving for a
Speaker 1: first home? No, she's a big dog. She's already purchased
Speaker 1: her first time. Like, we're trying for attainable, not aspirational
Speaker 1: without avatar, we're trying for relatable, not somebody who's already
Speaker 1: done it all. If that makes sense, because then we
Speaker 1: do have a problem pain point to solve for that community.
Speaker 1: Otherwise we could just say I want billionaire clients who
Speaker 1: want thousands of whatever product i'm selling Jessica. Yeah, okay,
Speaker 1: that's genius. If there are billionaires out there who want
Speaker 1: to buy thousands of my podcasts below, slip on into
Speaker 1: my DMS, we can talk later. Absolutely, Yeah, that would
Speaker 1: be nice. It's not very realistic. Yeah, and it's not
Speaker 1: helpful for our business.
Speaker 4: Yeah, you want to set yourself up for success by
Speaker 4: being really practical with what you're doing. So you said
Speaker 4: some of the things we could consider a how old
Speaker 4: they are, what their gender is, where they live. What
Speaker 4: other things might we also consider?
Speaker 1: So, what's their job, what's their profession? How much money
Speaker 1: do they actually make? Are we talking about someone who
Speaker 1: earns an average income? Or are you slightly above average?
Speaker 1: You below average? What does that look like? What's their
Speaker 1: highest level of education? So they's somebody who's gone to
Speaker 1: UNI or are they just you know, your average Joe
Speaker 1: blow who's just in a trade. What does that look
Speaker 1: like like? There's no right or wrong here, it's actually
Speaker 1: what you're targeting, because that's going to tell you a
Speaker 1: lot about their personality and their preferences. Just after listening
Speaker 1: to this, how would you describe I guess the basic
Speaker 1: demographics of your side hustle.
Speaker 4: I feel like there's kind of two elements to what
Speaker 4: I do. And so for the people who don't know,
Speaker 4: I obviously do social media and I put posts up
Speaker 4: on my page and I have a little community of
Speaker 4: people who I love, and I would say that, Jessica,
Speaker 4: you're an influencer.
Speaker 1: I don't like that way. That's why I said it.
Speaker 1: I'm not sorry. I don't like that word at all.
Speaker 1: I like content creator, influencer.
Speaker 4: Okay, Well, in that case, I think the people in
Speaker 4: my community are probably very aligned to myself. I think
Speaker 4: that they are primarily women. I would say they're between
Speaker 4: maybe twenty five and thirty five, living in Australia.
Speaker 1: And I know that from your demographics here. Know that
Speaker 1: one if you do your content online, you're always looking
Speaker 1: at demographics, Like I could tell your hands down what
Speaker 1: my average like podcast list now looks like, or yeah,
Speaker 1: what my average Instagram user looks like versus TikTok and
Speaker 1: how they're different. It's so interesting, which is probably.
Speaker 4: A great point for any businesses that have a social
Speaker 4: media platform. Look at your demographics because that probably gives
Speaker 4: you a great idea of you know, who's already there,
Speaker 4: and that could help you build to that customer avatar. Yeah,
Speaker 4: I think the people who follow me are interested in
Speaker 4: beautiful pictures, yeah, of a really attractive woman us s up.
Speaker 4: I think that they are driven. I think that they
Speaker 4: maybe have a lifestyle that they want to achieve. But
Speaker 4: we're all we're living on a budget. We're all budget
Speaker 4: friendly queens. So maybe they like a bit of diy,
Speaker 4: or they like a dube, or they like seeing fashion
Speaker 4: or travel options that are more affordable, because we can't
Speaker 4: all afford to drop twenty thousand dollars on a trip
Speaker 4: to Eather Ya. Course, that would be the dream, and
Speaker 4: we all want to get there, but we're doing what
Speaker 4: we've got to do now to work our way up.
Speaker 4: So I think exactly that's probably what I would say.
Speaker 4: Is that enough detail totally?
Speaker 1: But other questions I'd want to hear answered or other
Speaker 1: like points that I'd want you to know is kind
Speaker 1: of like what's their main point of social media? Like
Speaker 1: you know, what times are they actually using it? So
Speaker 1: like if we look at our avatar for our candle business,
Speaker 1: we've got Emily. She's thirty two. She's probably using social
Speaker 1: media on the train on the way to work, and
Speaker 1: all on the way home when she gets home. She's
Speaker 1: budget saving queens. She's probably cooking dinner, Like she's probably
Speaker 1: not just laying on the couch ordering ober eat scrolling
Speaker 1: mindlessly on TikTok. Right, so we've got to think about
Speaker 1: these things. What type of shopper are they? Like I
Speaker 1: already know from your demographics and your page, knowing it
Speaker 1: well enough, your average community member Jess would probably be
Speaker 1: more of an online shopper than an in person shopper
Speaker 1: because they're always looking for the best deal. They love
Speaker 1: your Amazon links like they're all across it because they
Speaker 1: know that you've done the hard yards to find the
Speaker 1: best deal for them, and they're using shot back to
Speaker 1: get cash back on that hundred percent they are or
Speaker 1: how much spare time do they have? What do they
Speaker 1: like doing in their spare time. You kind of nailed
Speaker 1: that with like the DIY side of things, So I
Speaker 1: think it's just really important to go a bit deeper
Speaker 1: on this person that you're making up. Yeah, because you
Speaker 1: can always pair it back, but I'd prefer you to
Speaker 1: make up a like I think X, Y and Z
Speaker 1: and something that you can do to I guess help
Speaker 1: you along this journey. Have a look at your competitors.
Speaker 1: Have a look who's commenting on their posts. What type
Speaker 1: of human beings are they. Are they men in their
Speaker 1: middle fifties and their au called craig or are they
Speaker 1: young women being like Oh I love this, I can't
Speaker 1: wait to buy it, or I can't wait to budget
Speaker 1: for it. Like, have a look at what other people
Speaker 1: are doing. The information's there for the taking. Yeah, that's
Speaker 1: actually super clever.
Speaker 4: I want to ask about number three, which was goals
Speaker 4: and aspirations, which can feel a little bit fluffy because
Speaker 4: you go, well, I know my goals and aspirations.
Speaker 1: Obviously, it's not that. It's not that Jess.
Speaker 4: Yeah, Okay, I know your goals and aspirations because you're
Speaker 4: my friend.
Speaker 1: Take over the world. But exactly right, and lack of
Speaker 1: financial literacy for.
Speaker 4: All, make sure everyone is rich. That's how ultimately got rich,
Speaker 4: rich quickly but safely. But how do we figure that
Speaker 4: out for somebody that we don't really know?
Speaker 1: So, as I said, it's not your goals, it's your
Speaker 1: buyer's goals. So you need to consider what their goals
Speaker 1: and motivations are in terms of what you're selling. So
Speaker 1: back to candle business as an example, a customer might
Speaker 1: have the goal of making their house feel really homey
Speaker 1: and beautiful and they want an aesthetic candle to sit
Speaker 1: on their bathroom venture or in their kitchen, but on
Speaker 1: a budget. So we're talking about their goals and aspirations,
Speaker 1: not they want to end to world hunger. Like in
Speaker 1: terms of your business, what would be a goal of
Speaker 1: buying your product, like or what outcome would they get
Speaker 1: from that? What problem has been solved? How are they
Speaker 1: going to feel when they get that? So like Jess,
Speaker 1: let's say you buy my candle, you feel a little
Speaker 1: bit fancy. It's beautiful packaging, you love how it looks
Speaker 1: in your kitchen. Yeah, it's syesthetic, it smells good, and
Speaker 1: it was budget friendly. Yeah. My friends come over, they go, oh,
Speaker 1: it smells good Innyhow that's so nice. And it's like,
Speaker 1: you know, looks good in your flat lays that you
Speaker 1: might put on Instagram. Those things could be really important
Speaker 1: to you. It's gonna be really different if you're a plumber. Yeah,
Speaker 1: and that's okay, But we really need to think about
Speaker 1: our own business. Consider what the value is, consider what
Speaker 1: your customer values, and consider what they don't value. Like
Speaker 1: they might go, I'm not going down to Meca, for example,
Speaker 1: spending three hundred dollars on a candle, completely ridiculous. Yeah,
Speaker 1: because do you know what if we think about Emily,
Speaker 1: she'd probably look at that candle and be like, so
Speaker 1: much money that I wasted and I'm saving for a house.
Speaker 1: It would make her feel guilty. Yeah, I'm not gonna
Speaker 1: burn it. I'm just gonna let it sit there. That's
Speaker 1: literally how every expensive candle in my house exists. Are
Speaker 1: they gonna get burned?
Speaker 5: No?
Speaker 1: Am I going to look at them for a really
Speaker 1: long time and then wonder why they're so dusty? Yes,
Speaker 1: that is how it's going to be. What are their
Speaker 1: biggest goals and aspirations and how can the product that
Speaker 1: you're selling help them achieve that? Yes, I guess how
Speaker 1: would you describe the goals and aspirations of your community avatar?
Speaker 4: Yeah, like I was saying before, I think they're like
Speaker 4: me in the sense that I like nice things.
Speaker 1: And I think, really I have not noticed.
Speaker 4: I think for a long time it was very taboo
Speaker 4: to want nice things, and it was very not humble
Speaker 4: to you know, I will very I want nice things. Yeah,
Speaker 4: I like we have very openly had conversations where I've
Speaker 4: said when I'm older, I want to be able to
Speaker 4: retire early. I want to be what you would, I
Speaker 4: guess call rich or comfortably wealthy.
Speaker 1: Or if you're gonna do it because you're a good
Speaker 1: little investor. Yeah, I've also said things like the I'm
Speaker 1: going to be buying a Chanel. Can't believe how expensive
Speaker 1: they are, but sixteen thousand dollars, Oh my gosh, they've
Speaker 1: gone up. Do you know they used to be They
Speaker 1: used to be like five thousand dollars. It makes me
Speaker 1: want to die a little bit. But that means I'm
Speaker 1: a good investor because I bought a Chanelle cost me
Speaker 1: five thousand dollars when I bought it, because I bought
Speaker 1: it a while ago. Are you telling me that my
Speaker 1: investment is now with sixteen thousand dollars? Just crazy? Well,
Speaker 1: that's a very good investment. I'm not selling it to
Speaker 1: you at cost price, No, absolutely not.
Speaker 4: But there like I think one day I would love
Speaker 4: to own a back like those are these?
Speaker 1: Nothing wrong with that because there's not like I don't
Speaker 1: know a side note here. That's so beyond the bag.
Speaker 1: That's like an obtainable aspirational goal that you go, I
Speaker 1: can achieve that and once it's in front of you,
Speaker 1: same with me, like I bought mine as like a congrats,
Speaker 1: you've done well in your business and you like have
Speaker 1: achieved this and you've deserved a little treaty treat But
Speaker 1: I think it's so much more than that. It's about
Speaker 1: the attainment of it, not necessarily just having the product.
Speaker 1: Like I'm nearly convinced if you were gifted it, you'd
Speaker 1: be like, ah, well that just took away the goal,
Speaker 1: you know, like it was to earn it, not necessarily
Speaker 1: to own.
Speaker 4: It one hundred percent. But I think that my community
Speaker 4: are very like me in that they are working towards things.
Speaker 4: Maybe they want to travel and see the world, or
Speaker 4: they want to buy their first house like I do,
Speaker 4: or they want to achieve something.
Speaker 1: They're working towards.
Speaker 4: That, but they still want to enjoy their life along
Speaker 4: the way, so they don't want to give everything up.
Speaker 4: They still want to go on little trips on the
Speaker 4: weekend with Zullin exactly right. So I think it's people
Speaker 4: who are trying to live their best life and trying
Speaker 4: to work towards creating a wonderful future for themselves, but
Speaker 4: at the same time trying to make best of what
Speaker 4: they can. Because let's be honest, I spent two hundred
Speaker 4: dollars on one bag of groceries last night, and I
Speaker 4: felt sick. Yeah, And so I think we're all having
Speaker 4: that experience at the same time where we're going, well,
Speaker 4: how do I live a life that I enjoy, a
Speaker 4: life where I'm not miserable, a life where I can
Speaker 4: have fun and feel beautiful, or do something that fills
Speaker 4: my cup without you know, spending two hundred dollars on
Speaker 4: something that disappears in a week.
Speaker 1: Yeah, exactly. And it's always like toilet paper and things
Speaker 1: that you're out of, like country staples, literally not even
Speaker 1: good stuff like I wish I could say we're into
Speaker 1: the supermarket ball like all these ingredients for all these
Speaker 1: cute recipes I might know. It was like literally toilet paper.
Speaker 1: I totally get that. I'm not surprised you've nailed it, Jess,
Speaker 1: because we talk about this stuff all the time because
Speaker 1: I think it's really important. But how about we put
Speaker 1: a thread in the Facebook group just that she's on
Speaker 1: the money Facebook group, so everyone can get involved. And
Speaker 1: what we'll do is you can tell us what your
Speaker 1: customer avatar is and we can have a look at
Speaker 1: it and be like, oh, you could tighten it up here,
Speaker 1: or what about this question, and we can like kind
Speaker 1: of help you create your customer avatar, which I think
Speaker 1: would be really fun. So that will be released on
Speaker 1: the day that this podcasts go live, so it'll be
Speaker 1: up now my friends.
Speaker 3: Yeah.
Speaker 1: But Jess, now that we've gone through all of these,
Speaker 1: what you should be able to pull together is a
Speaker 1: very detailed customer avatar. You're going to give them a name.
Speaker 1: You can even write down what they look like, or
Speaker 1: better yet, you could search the internet find a photo
Speaker 1: of somebody who looks like your customer avatar and put
Speaker 1: that somewhere that you can see it in a frame
Speaker 1: on the wall. We didn't get an actual human being
Speaker 1: because I felt like that was a bit weird. Imagine
Speaker 1: if like it came up on our Instagram and it
Speaker 1: was like, you know, in the background, we've got this,
Speaker 1: just like frame somebody and then like that somebody saw
Speaker 1: and they were like, why is there a framed photo
Speaker 1: of me in your office? So wet the cartoon. So
Speaker 1: that's absolutely fine, but put it somewhere that you can
Speaker 1: see it. Just now we've done this, What is the
Speaker 1: name of your customer Avatar?
Speaker 2: Like?
Speaker 1: Who is she? What does she do? I'm gonna call
Speaker 1: my customer ava. I like this.
Speaker 4: I think that she is twenty five to thirty five.
Speaker 4: She is interested in living her best life and seeing
Speaker 4: content that is a little bit aspirational but also still
Speaker 4: really attainable. She is into bargain hunting.
Speaker 1: And I love this. What she do as a job,
Speaker 1: she works in marketing. I like this. Does she own
Speaker 1: a property? Yet she doesn't. She's working on the Journey's.
Speaker 4: On the journey and she's just kind of figuring life
Speaker 4: out and that's okay. She just wants to surround herself
Speaker 4: with people who are uplifting, and she really cares about
Speaker 4: the people who are close to her, her friends and family.
Speaker 1: All Right, I love this. I actually adore it. But
Speaker 1: this has been such a helpful exercise and I feel
Speaker 1: like people listening and go, oh, that would really help
Speaker 1: me pinpoint what I'm doing, because how many times do
Speaker 1: you just get an analysis paralysis when you're like, got to
Speaker 1: work on a marketing campaign or I've got to do this,
Speaker 1: or I've got to do that. Now you have somebody
Speaker 1: you're targeting it towards, it's going to be so much easier. Yeah,
Speaker 1: I hate writing medms like marketing medms. Do you know
Speaker 1: how much easier it will be for we're just talking
Speaker 1: to Emily. Yeah, I feel like, oh right Emily in
Speaker 1: an email, let her know, like, treat your customers as
Speaker 1: an individual and I promise it will pay dividends. But
Speaker 1: obviously you can redo this again and again as your
Speaker 1: business grows or pivots or changes. This stuf have to
Speaker 1: kinpoint your client that is your client forever. So I think,
Speaker 1: do it as you want. But Jess, I have a
Speaker 1: very big Facebook thread to get to, as do you,
Speaker 1: because you're healthy. But I think this has been a
Speaker 1: really fun episode and I cannot wait for next month's
Speaker 1: Business Bible episode. We'll see them, my friends see them.
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