Avatars are fictional

These are avatars:

Lanky blue people who live on Pandora. They don’t want more leads.

• Lucy is a marketer at a small, specialised insurance company that needs to increase its customer base by at least 50%, ideally double in 2025. The lack of growth over the years since covid meant they’ve had to let good people go, and it stings. Lucy’s overwhelmed with all the options for what to do next, on top of her day-to-day work that keeps the business moving.
• Dave is a self-employed app developer who finds it hard to say no to projects, and is maxed-out working all day and night, deep into early morning hours. He desperately wants to spend more time with his kids but doesn’t want to feel he’s depriving them of something by turning work away.
• George and Mick own a heavy-machinery rental company and need to start winning more contracts against larger corps. They believe being a small operation and looking too “home-made” is hurting their perception in the market.

These are real people.

When you build marketing based on avatars invented in your head, you come up with “What would you say if I said that you said that I said I could offer you 10-30 more leads per month – would you be interested?” type stuff. Annoying, right?

Talk to real people – past customers, new prospects, prospects who didn’t buy from you – and find ways to build products that fix real problems that sting.