Think Avatars – Cooking

 

One of the problems which many “fledging” internet marketing entrepreneurs have… is they know that having an Avatar for a product / niche is a good idea… but they’re not sure how to go about creating one.

But the reality, it’s not that hard (OK, easy for me to say, but it’s not as hard as you might think)… but you need to plug in your creative, day-dreaming brain… and allow yourself to imagine the types of people who would be attracted to that product… and the kind of lives those people-types might live.

So here I took someone’s proposed product – which was an electric knife sharpener – and worked up a potential Avatar for their product.

But this is also an Avatar that could easily be adapted for a number of different but similar cooking products… and then can be the basis for your Facebook ad strategy…

Also¬†notice that I suggest that these people might follow TV chefs… in fact, it’s highly likely they will. In which case, you could target the people on Facebook who follow the social media pages of those very same TV personalities (remember Facebook allows you to do that… it’s one of its strengths as a social-media marketing tool).

But it’s not the only Avatar we could have created… we could have pitched to professional chefs say, and come up with a completely different Avatar.

… but one potential Avatar for electric knife sharpeners might look like…

Note: One of the reasons why Avatars are so powerful… a niche will tell you where someone lives… but an Avatar will help you understand how someone thinks… and when you want to sell to them… yes, you need to know where they live… but after you have arrived on their doorstep, and pressed the doorbell… that’s then the advantage of having their address ends, and you really need to know how they think and what will make them want to buy.

 

Cooking Niche Example:

OK… now, we could take this in the direction of professional chefs… but going to go down the amateur chef route, because that will be more helpful for your niche website… so…

Avatar = men / women equally… age late 20s to late 40s… and these are people who don’t just go into the kitchen to get something to eat… they cook because it is a hobby and a CRAFT… which they are trying¬†to master…

If you were go in their kitchen there will be a shelf of cookery books, they will know where everything is, and things will be arranged for easy access… and the knives probably hung up on the wall… and they will want their knives to be sharp, because a) it cuts better, but also b) it is a sign of their professionalism…

They watch TV cooking programmes for tips, follow blogs of TV chefs, like the best cooking Facebook pages / groups… and some of them may specialize (i.e. Italian, Chinese, Malay etc)…

They are socialable… they love to cook for family and friends… so for them good cooking / eating is a sign of their caring… and they want to do it well.. And so they want the best kitchen tools, and they want to keep their knives sharp…

I would say we are talking middle-wage earners… and maybe the sort who like watching Box sets…

SO FOR THESE TYPE OF PEOPLE… and your website for handy kitchen tools… you need to make sure that you show that what you are offering allows them to become better cooks, to practice their craft of cooking in a better way (cleaner, or more efficient say)… which will ultimately result in their guests / family greatly enjoying what they prepare… and complimenting them…

Because for these people… the payback is a) they recognize that their skills are improving… b) they get compliments from their friends and family on their great cooking / meals.

OK, you don’t want to labour that point maybe… but it needs to be a subtle sub-text… because they want to be the best cooks they can be… and they want to show their caring through their food…

(c) Brian Parsons, July 2016

 

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