So today I'm going to be talking to you about how to name your avatar or as I like to call them your most valuable customer.
And I'm very intentional about that as because customer implies a purchase relationship and completely changes our relationship with the people that we invite into our business.
So just as a reminder, your most valuable customer is someone who needs what you offer, they buy what you're selling, they pay what you're asking and they refer and they buy again.
And a lot of times when I meet entrepreneurs, they'll talk to me about. their most valuable customers, which I also call your "MVCs".
And they'll say, "My MVC is McKenna and she shops at The Gap and she has two kids, one plays soccer, and she reads these magazines..."
And I'm like, "This is all interesting information, but there are better ways to name your MVCs that will actually inform your marketing."
But when I put my marketing hat on the kinds of things I'm listening for is something much deeper and much more significant to your MVC and your business.
Check out this video for all the deets (and some pro tips on how I name MVCs for my agency clients for maximum impact).
As always, I'm rooting for you!
xo, Heather
Hey there. This is Heather Campbell with a little pro marketing advice because when you know what the pros do, you, my friend can do what the pros do.
So today I'm going to be talking to you about how to name your avatar or as I like to call them your most valuable customer.
And I'm very intentional about that as because customer implies a purchase relationship and completely changes our relationship with the people that we invite into our business.
So just as a reminder, your most valuable customer is someone who needs what you have, that you're, that they have a problem that you're uniquely suited to solve. They buy what you're selling, they pay what you're asking and they refer and they buy again. They stay with you. And so that's what I consider your most valuable customer.
And a lot of times when I meet people, they'll talk to me about. their most valuable customers, which I also call your MVC. So a lot of times when I meet people, they'll start talking to me about their most valuable customer or their MVC.
And they'll say, Oh her name is McKenna and she shops at The Gap and she has two kids, one plays soccer, and she reads these magazines and I'm just like, this is all good and helpful information.
But when I put my marketing hat on the kinds of things I'm listening for, when people are talking about their most valuable customers are, is, are they really clear on the trigger that is bringing them into the market?
Because remember, there's comes a point in someone's life where they're like, I have a problem this needs solving and they're looking for a solution and you want to be ready for them, just like a catcher in baseball. So if you have avatars or your MVCs and you have names for them, I'm going to teach you a new way to think about it because I always like to put a little pair of marketing Spanx on anything I'm doing. So if I'm naming avatars, which I'm absolutely supportive of, I'm going to give them a name that's going to give me some ongoing marketing mojo. And the way that I do that is by naming them the trigger that's bringing them into the market.
So I'm going to give you an example. I have a really good friend and a coaching client. Her name is Allegra Kay. She's here in Denver. So it's, she's an amazing natural path. Like a natura esthetician, she's just absolutely incredible. Plus a super fun and cool person. And so she let's say she offers a sculpting product.
That's one of those sculpting slimming products that you lose inches, but there's also this really cool detox component. It's she's the only one in Denver that really has it. And so let's just say for the sake of this example, it's a sculpting product that she has really high margins on and it helps people detox their body and lose inches of sludge that's stuck in their body.
So the way that we have named her MVCs is I, if you've ever worked with me, I like to work in sets of three because having multiple dimensions because different people are going to show up for the same solution. The same solution is going to solve multiple problems.
So I love to work with three people just to give your messaging just three different dimensions. So it, it makes a single product all of a sudden get a little bit bigger. So the way that we've named Allegra's MVCs are number one, "What the Health." So these are women who are looking for a healthy lifestyle, and this would be a perfect extension into an already healthy lifestyle. So we call them What the Health.
She also has one, we call them the Wedding Crashers, and these are women who are event motivated. They have a wedding or a reunion or some sort of big event, and they want to fit into an outfit and feel confident. And we call them the Wedding Crashers.
And last is the baby bounce backs. And that's exactly what you think it is. It's women who just had a baby who are looking to get their belly back.
And so we're able to then build multiple messaging paths, but knowing and keeping a top of mind. It's going to be great because when we're talking about What the Health, we know exactly what we mean, right?
So this is why you can name them after the facts. You can say, this is What the Health, her name is McKenna, and this is her story, right? And this is the trigger that's bringing her in the market.
The reason I like to, and I encourage everyone I work with to name their MVCs from this is number one: it's super fun to come up with the names.
But what it does is just by the very nature of the name of it, it keeps you focused on the trigger that's bringing them into the market, you can't help, but think about it that way. So it really keeps you focused and their needs and the problem that you're uniquely suited to solve.
It's also really easy to describe to people, right? So they really get it. If you're like, I have this really great product for people, Baby Bounce Back or looking to get their belly flat again, I absolutely can think of people who I can refer where if you tell me like, Oh yeah, I work with someone, my target customer, her name is McKenna and she's 32 and dah.
I might not be able to really visualize that person that quickly. So it makes it really easy to share and really easy for people to visualize themselves in your solution and also make it easy for other people to make referrals. Come on. That's like some marketing gold for, yes. So when you're thinking about naming your avatars or your MVCs as I like to call them, really think about, "How can I title them?" This is going to be one of your first marketing things, but think about how it will just tighten up that track and keep you really focused on the solution that you are uniquely suited to deliver to them. And that is how you reach people, engage them and motivate them to give you a shot.
So you can build a great relationship with them and grow a beautiful and sustainable business that makes you happy and makes you money. The perfect combination. Before I sign off, I do want to ask if you have ideas for your MVC profiles, let's say you were someone, who used one of just a name like that.
You were one of the people saying, this is my target customer. Her name is McKenna. Think about ways that you can really put a pair marketing Spanx around that, come up with a title that helps to explain the trigger that's bringing McKenna into the market, put that in the chat again. They're super fun. It's like fun marketing challenge.
So hope you guys have a beautiful day. And now for the official sign-off please know that wherever you are in this beautiful, and ever changing. Crazy. Isn't it a crazy world right now. Please know that there is someone right here in Denver, Colorado, and that is me.
100000%. I am rooting for you. So take care guys. I'll see you back here next week. Thursday, mountain time. Take it easy guys. Bye.
