Wouldn’t it be nice if you know what your users / customers really want? Well, there is a way and it is called empathy mapping. After an extensive research, it’s time to dig deeper. The research we have done so far is very broad and needs to be narrowed down to at least one avatar. So this article is all about avatars and empathy maps, what are they? Why they are important? How to create them?
When promoting your product or website it’s really important to make your customers believe that you really know your stuff. Because at the end of the day it’s not important what you promote but what matters most is (1) Choosing a customer that you would like to do business with (2) What they want from you (3) What is their pain / agony and how to empathize with them (4) What desperate emotional need they want to satisfy.
Therefore, it’s important not to lose focus of the fact that you’re giving a real tangible result to your target audience. You do this by getting into the heads of your ideal target audience by creating a Customer Avatar (CA) and an Empathy Map (EM).
Note: This is the continuation of affiliate Marketing by Tanzeel Niazi with video tutorials in Urdu and Hindi, there were 2 parts already published on this blog about affiliate marketing, which you can find by following below links:
- Affiliate Marketing part 1
- Affiliate Marketing part 2
What is a Customer Avatar?
Customer Avatar is a pretended customer that creates “context” about the (real) thoughts, concerns, intentions, mindset, and needs of your target audience as a whole. It is where you get to feel the emotions of your audience. You cannot effectively communicate with your target audience without first understanding what they are going through. You should create avatars for your niche using the facts collected through real research and not just ‘made-up’ facts.
Once you have created avatars (at least one but ideally three) your ads, copy and writing should be targeted to that one person (avatar) only. This way your marketing campaign is more meaningful / impactful. Once you have created an Avatar for your business now it’s time to do the empathy mapping.
What is an Empathy Map?
Empathy maps are another way to represent your customer avatars. It’s a tool to help you “synthesize” your observations of your audience and draw out (potentially) unexpected insights. The goal of the “game” is to gain a deeper level of understanding of your customer, within a given context — such as a buying decision or an experience using a product or service. This exercise can be as simple or complex as you want to make it.
Empathy maps can give you a better understanding your audience eve you don’t know them very well. It can help you identify gaps in your knowledge and help you gain a deeper understanding of the points you’re missing. An Empathy Map can be divided into four quadrants (1) Think & Feel (2) See (3) Say & Do (4) Hear.
To create an empathy map for an avatar, start by giving it a name and some identifying information such as a job title. If you find it helpful, fill in some extra details like perhaps glasses if appropriate or a hairstyle to differentiate the person from other profiles you might want to create. It will help you project yourself into the experience (point‐of‐view) of that person, which is the whole point of the exercise in the first place.
Now determine the questions you have for this person. Ask questions that force your avatar to (1) Think & Feel about their worries or goals (2) What they hear from others about a solution (3) What results they see when using a product / service (4) What are they saying / doing in reaction to a product / service.
Once you have gathered all this information, you can quickly and easily identify your customers’ needs / requirements and can really bridge the gap between your product / service and your target audience.
I have also created a Hindi / Urdu video tutorial for you people on how to do select an avatar and how to create empathy maps, be sure to watch it and let me know if you have any queries.
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