Think Avatar – Skull Jewlery + New Trick
Today, the next Avatar / product that I worked up for someone is… Skull jewelry… or jewelry in the shape of a skull.
And here we’re going to learn two new things:
- Another cool trick you can do on Amazon
- A reminder to “never assume”…
You see, when I first looked at this product, my first thought was… goths and bikers… and I might have spent money on Facebook going / testing down this road if this had been my product.
But where is my evidence to support that conclusion?
I don’t hang around with goths and bikers, so that assumption might be correct… or it might be wrong… it might be a different group of people buying that product entirely… or a mixture of different groups.
I need therefore to find some clues, do some research, before I put my hard won $3 to $6 a day on the table…
So I go to Amazon, to do some research… starting with this one…because it has 96 Customer reviews which I can use…
I go down the Customer reviews, to see if I can find clues about who is buying this kind of jewelery… and when I do basically zip, nada, nothing concrete I can use…
(… although I do learn that these kind of people do like the “feel” of steel jewellery… that’s useful to know…)
But do I give up?… No!!!… Not a quitter.
Because I can also do THIS…
Click to see what each reviewer has ALSO REVIEWED… and that can often give you valuable clues about the type of person they are… which all feeds into your Avatar.
So doing that we find…
AVATAR 1: Cpl Holmes & Lucky
Now, I have no idea who Lucky is… but it soon becomes clear that Cpl Holmes is / was in the US military… a fair % of the products he / she is reviewing has a military theme…
So it looks like this product ties into the whole military, tattoos on the shoulder, back or chest… “death before dishonor” thing…
So it is safe to say, based on some of the Customers who buy this type of jewelry, it ties into the whole military iconography for this area…
… and if I had assumed, I would have missed that whole group entirely.
AVATAR 2: Buodica
Now… is this lady ex-military, a biker chick, a goth… or someone who likes a good horror movie?
Who knows, there is no hard evidence to support any of those conclusions… BUT…
There is evidence to support that she likes buying a certain kind of jewelry (skulls are listed under female jewelry as well as male) and that she’s not buying it for someone else…
… and that she’s an intelligent, kick-arse, empowered kind of woman. So this product appeals to some women as much as it appeals to men.
Note: Although I do see consistent evidence of women buying this for their husbands.
AVATAR 3:
Who admits herself in one of her reviews that she likes the paranormal, and likes to walk on the spooky side… so we have people who are into ghosts, the macabre, horror / spooky stories…
CONCLUSION:
This is one of those niche / products where we are pulling back the curtain, and getting a quick peek behind… we’re given clues but never a fully conclusive picture… but those clues should be enough to start our targeted testing, to prove whether we are right or wrong.
Therefore for this product… I would still target goths / bikers…
But I would also include US military, target male + female buyers equally, and probably include horror fans…
Which then opens up several interesting routes you can try…
Focus on people who like those paranormal TV shows… maybe horror TV / films… Stephen King / Dean Koontz / popular horror writers…
And people who are / have been in the US military (that was my big learning about this product).
… and today we’re also learned a new skill / source of market research information on Amazon we can use for forming our Avatars.
(c) Brian Parsons, July 2016
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