Customer Avatar Playbook

If you have conducted survey’s and interviews, you’ll have great content already to go to help you populate the sections below. Go to town on this worksheet, this is to help you map out your customers wants, needs and aspirations.  

Objectives

• Understand Customer Motivation: Identify what customers generally want to achieve or improve in their lives that might drive their interest in the offered course or solution.
• Identify Ideal Customers: Pinpoint who is most eager and ready to purchase, including those with strong referrals or high alignment with the product's capabilities.

Procedures:

1) Define Their Aspirations

Common wants and aspirations

What are the common wants and aspirations your customers have for their life? (You are trying to understand the deeper motivation as to why they might be interested in your course/solution.)

• Build a better business
• Get themselves out of the weeds, give their team more responsibilities
• Be able to grow their team, but ops are holding them down

Common worries

What are the common worries your customers have about their life in relation to your offer?

• Am I willing to invest this much?
• What is the ROI, if any?
• Should I work with this company?

Common experience and reality

What are your customers’ current realities/daily life experiences in relation to your offer?

• They’ve heard of no-code but are not sure it can do what they want
• They might have expected something cheaper
• They are unsure if they actually need this when they see the price tag
• They feel VERY confident in our process and how we work
• They have a hard time correlating the price with the ROI of the project

Common irrational fears

What are your customers’ irrational beliefs about what could negatively happen in relation to your offer?

•  We might take the money and run
• We might not be good
• We might not deliver

Common irrational fantasies

What are your customers’ irrational fantasies about what could positively happen?

• Glide disappears

Who are the people hungriest for our products and services?

Who are the people most ready and waiting to pay for your solution?

• Referrals. They’ve seen our work, got a glowing recommendation of our services, have a pain and want to get started right away.
• Leads who are super qualified. Our techstack, experience, expertise and knowledge are a match with what they’re building.

What do they value?

What is most intrinsically important to your customers?

• Quality of our work
• We can do what they want (while other might not be able to do what they want)
• Our process is clear and well defined

What don’t they value?

What would immediately turn your customers off?

• Lack of expertise
• An unclear process
• A price tag far from their budget

2) Their Profile (Our ‘Zero’) 

Likes

• Technology
• Streamlining processes
• Giving themselves a moment to think on the big picture vs being in the weeds all the time

Dislikes

• Code, coding, developers
• Having an overwhelmed team
• Lack of visibility

Wants and desires

Wants a better business, that is more automated, runs better, team is leaner and/or more efficient, wants to save time

Fears and hesitations

• -

3) Value & Goodwill

What would your avatar love you for?

Example: Top-notch support

• Over-delivering Thinking of additional ways to make the app better or save them more time

4) Avatar Psychology

What do they think and feel everyday?

Example: Stressful life, needs positivity, overwhelm

• Stressful life, they’re overwhelmed with work, they don’t have a clear process, they or their teams do too much manual work

What really counts? What do they value?

Example: Family, relationships, taking care of who they love

• Good processes, visibility of workflows and processes, a good foundation that allows them to grow

What are their major preoccupations? What do they think about most of the time?

Example: Making more money, kids health

• Having the right foundations on their business so they can grow, not having visibility of their business

What is their “nightmare” scenario? What is the situation that they fear on a deep, irrational level, that they would do almost anything to avoid?

Can you describe it as if you were your prospective customer, in their words, from their perspective?

• They start losing money, clients, employees; becoming less competitive because their processes are f***d up

What is their “miracle” scenario? What is the fantasy situation that they would consider miraculous, and do almost anything to achieve?

Can you describe it as if you were your prospective customer, in their words, from their perspective?

• Automate their operations, have their ops run on auto-pilot, not having to be involved or require mental space for menial/minor things