The uncomfortable truth about your ideal customer avatar

The uncomfortable truth about your ideal customer avatar

Here’s the uncomfortable truth about your ideal customer avatar. 

You are not clear enough on who your ideal customer is. 

This is true for almost every single online store owner I talk to. Let me explain why this is a problem and what you can do about it to sell more on your online store. 

What is an ideal customer avatar? 

An Ideal Customer Avatar (ICA) is a single person that you use as a true north to direct all your marketing efforts towards. 

You get so super specific that this person has a name and even a profile photo. 

You imagine you are talking to this person whenever we are creating anything for our business. This includes your home page, product descriptions, emails, social media or facebook ads. 

Why you are not clear enough on who your ideal customer is

The simple answer is FOMO. You are worried about missing out on a sale if you market to a super specific target market. 

For example, let’s say you sell women’s fashion. 

You might say your ideal customer avatar is: 

“Busy mums with kids”. 

But this is way too broad and vague. I want you to get super specific. I want you to narrow it down to something like: 

“Busy single mums who work full time, who have primary school aged kids and who are ready to start dating again”. 

Now, I can hear you arguing with me saying, “but married mums can buy my clothes too…” or “but some of my dresses are nursing-friendly and I don’t want to exclude them from buying from me…” or “but women who don’t have kids would also look great in my jeans…” or whatever the equivalent in your business is. 

And I get it. But here’s the thing. You are not blocking them from buying from you. You can still take their money. 

You need to niche down and here’s why 

Most online store owners I talk to have a massive case of FOMO when it comes to narrowing down their ideal customer avatar but if you try to be everything to everyone you will be nothing to noone. 

By niching down and getting so super specific around who your ideal customer avatar is, your marketing can be so much more engaging, magnetic and unique. 

When you display genuine understanding and empathy for your ideal customer avatars situation you create a sense of belonging and trust. 

You want your ideal customer to read your marketing and go “OMG that’s me! You’re reading my mind, I trust you and this is exactly what I’ve been looking for”. 

You want your ideal customer to trust that you understand her needs and that your products can help her. 

The risk of not niching down  

If you try to include everyone in your messaging you will ultimately have messaging that is too weak, too diluted and just won’t resonate with anyone. 

Not only do you risk not attracting anyone – but you also risk attracting the wrong people, and ultimately people who won’t love your product. 

My challenge to you

So, no matter how niched you think you are, I challenge you to narrow down your audience just a little bit more. This is going to make your messaging, content, email and paid media so much easier… and when it comes to paid traffic, cheaper because you aren’t wasting your money on eyeballs who aren’t your ideal customer. 

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact. 

Ep. 18 – Benefits of Doing the Unscalable

Ep. 18 – Benefits of Doing the Unscalable

Shownotes

Why would a system-loving eCommerce growth strategist team be telling you to do the unscalable? Simple. There’s magic in doing the unscalable.

So how should you do it?

In today’s must-listen episode, we’re sharing with you our unconventional approach to uncovering amazing insights and feedback from your audience, creating sticky long term relationships with your community, generating memorable experiences and repeat purchases all through doing the unscalable. 

If you enjoy this episode, please don’t forget to subscribe, share and leave a review! It would mean the world to us, plus, it will help other online store owners discover the information they’re looking for.

If you’re ready to sell more on your online store, this is the podcast for you!

Episode Highlights

  1. Do the unscalable – sometimes [01:45]
  2. Benefit 1: Uncover amazing insights by engaging with customers through emails [02:33]
  3. Benefit 2: Create “sticky” or long-term relationships by engaging with customers [04:03]
  4. Benefit 3: Generate repeat customers by creating memorable experiences [05:50]
    1. Megan’s unboxing experience with Poppy Lane [06:32]
  5. Personally engage with your customers & build valuable connections [09:43]
Ep. 17 – The Best Product Description

Ep. 17 – The Best Product Description

Shownotes

Have you ever come across a product with such an amazing description that you felt the need to purchase it right then and there?

In today’s episode, we’re sharing with you what could be the best product description we’ve ever seen. We also tell you what makes this particular one so good and how you can use the formula it follows to create product descriptions that are going to help you sell more on your online store.

If you enjoy this episode, please don’t forget to subscribe, share and leave a review! It would mean the world to us, plus, it will help other online store owners discover the information they’re looking for.

If you’re ready to sell more on your online store, this is the podcast for you!

Examples of the best product descriptions

Episode Highlights

  1. Possibly the best product description we’ve ever seen [01:05]
  2. Great images go hand-in-hand with a great product description [04:50]
    1. A memorable ad evokes emotion [06:15]
  3. Another example of a great product description [06:50]
  4. Tip 1: Avoid being too fancy or too professional: write like you talk [08:24]
  5. Tip 2: Identify your customers’ pain points [09:25]
  6. Tip 3: Use humour and wit in your brand’s voice [11:57]
  7. Ask yourself these questions when writing product descriptions [14:22]

3 rules of success for all eCommerce Entrepreneurs

3 rules of success for all eCommerce Entrepreneurs

When a new student enrols in eComm Ignitor, they are there to learn how to sell more on their online store. And we absolutely show them how to do this. 

But… it would be remiss of us if we didn’t also share a few guiding principles to get the most out of the course. Today, I’m sharing 3 of these rules of success with you, trusting it’s exactly what you need to hear today. 

 

3 rules for success for all eCommerce Entrepreneurs

1. Give yourself permission to be human

If you’re growing in life, you will feel stretched and challenged and that’s exactly what we want you to feel. Because magic doesn’t happen inside your comfort zone. 

There are going to be moments throughout your eCommerce journey that you may feel overwhelmed or frustrated. Growth brings resistance. A caterpillar can’t turn into a butterfly without struggle and resistance.    

I always tell our eComm Ignitor students, “If you do catch yourself feeling like you are out of your comfort zone, simply use this as feedback to know that you’re evolving and growing. Acknowledge this and celebrate this and know that a little resistance is a good thing. It means you’re growing!”

2. Perfection is the enemy of progress

As high-achieving eCommerce entrepreneurs and business owners, we often set very high standards for ourselves. We strive for perfection. But perfection is an illusion. It’s an unattainable goal. So instead of aiming for perfection, strive for progress.

3. Come with a beginners mindset

Another really common way we humans hold ourselves back is by thinking we know this already. If you hear something that you have heard before – great – now is your chance to either dive a little deeper and make it even better. 

If you dismiss something because you think you already know it, you will miss the opportunity to grow (which is exactly why our students invest in our program in the first place). So, we tell them to come with a beginner’s mind. We want to tell you the same thing and ask you to give yourself permission to learn something new from every single situation. 

Ok, so there you have it. A few simple yet powerful rules to set yourself up for success in this program. They were:

  1. Give yourself permission to be human and acknowledge when you feel uncomfortable use it as a cue that you’re growing and celebrate this. 
  2. Strive for progress, not perfection 
  3. Approach everything with a beginners mindset

So, I trust this was exactly what you needed to hear today. Comment and let me know what resonated – and if you have any rules of success to share with our community.

Ep. 16 – The Compliance Checklist Every Online Store Needs

Ep. 16 – The Compliance Checklist Every Online Store Needs

Shownotes

Just like a brick and mortar store, there are a few policies that your website must have to make sure you have all the legal stuff sorted.

So today, we’re discussing all of the ‘boring bits’ you need to have to ensure that your online store complies with all the laws and regulations that are out there. We’ll share some tips on how to tick all of these compliance checklist boxes so that you can build trust among your customers and sell more on your online store.

As a disclaimer, everything discussed in this episode is plain general information and should not be taken as legal advice. If you have further questions, please consult a local lawyer or privacy professional.

If this is your first time listening to our podcast, welcome! On our podcast, we share practical and actionable information around how you can sell more on your online store. We also interview some eCommerce powerhouses and take you behind the scenes of some of the most successful online stores. 

If you’re ready to sell more on your online store, this is the podcast for you.

Episode Highlights

  1. Comply with mandatory product standards [01:22] 
  2. Don’t forget your insurance [04:03]
  3. Include your Terms of Service policy [06:37]
  4. Add a Privacy Policy [08:45]
  5. Have a good Refund or Returns Policy [12:11]
  6. Clearly advertise your Shipping Policy [16:34]
  7. Comply with Spam Laws [18:37]
    1. Ways to get your customer’s permission to harvest information [20:11]