Solve real problems that sting

Avatars are lanky blue people who live on Pandora, at best. They don’t want more leads.

Marketing has taught us to create "avatars" of our best customers, so we can craft offers for them.

As in, literally just make up what we want our best customers to look like.

But why not just look at our actual best customers… or any customers for that matter.

People like this:

☆ Lucy* is a marketer at a small, specialised insurance company that needed to increase its customer base by at least 50% 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, which stings.

☆ 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, and it stings.

*These are real people, and these are their real names, expressing real problems that sting.

When you build marketing based on avatars invented in your head, your best effort looks like:

“What would you say, if I said, that you said, that I said, that you said that I could offer you 10-30 more leads per month – would you be interested?”

Mamma MIA that's annoying.

Talk to real people… past customers, new prospects, prospects who didn’t buy from you… and create a solution that fixes a real problem that stings.