‘WorldViews’ - Why Discovering Your Avatar is the
‘Key’ to On-line Success
“Worldview is the term I use to refer to the rules, values, beliefs and biases that an individual
customer brings to a situation” - Seth Godin
Who are you Marketing to?
Grab a coffee, tea, a can of beer (only one though) or whatever it is that you drink, and take
a few minutes to read this report.
Don’t let this report gather virtual dust on your desktop....OK!
Before we get into the meat, let me tell you one thing==>
The relationship starts before the opt-in!
Sound odd? Bet you were thinking that a prospect has to opt-in before we begin that
relationship building lark right?
If so, this report will be an eye-opener for you.
Think about this for a minute. You have 4 folk looking at your offer;; a new SEO tool.
James and Jane
The last time James bought a similar tool 2 years ago, he got screwed. His worldview is going
to be very different from Jane who regularly buys the latests tools to enhance her online
blogging platform and has had some top-notch experiences.
Fred and Luke
If Fred sees his job as an innovator and is encouraged to try new alternatives, he will have a
different worldview to Luke who is told to avoid risks and cut costs where he can.
Different people, same product they are looking at, completely different worldview. And
therefore the same people will make a different decision based on this worldview that they
So what should you do? Change their world view? No!
Identify a group of folk with a worldview, frame your story in terms of that world view, and
reap the benefits.
How does this affect you? Well, probably you are either in a BIZ OPP already, or are thinking
about one. If you are the latter, great, you got here just in time.
If the former, don’t worry...it is never too late.
Does the below sound familiar?
a) Get an offer
b) Drive traffic to that offer
c) Build a relationship via Email
d) Convert and get sales
W-R-O-N-G! Big time. But that is the methodology most people are told, so that is what they
do. Perhaps you too? I did it back in the day. We all knew no better.
But something was wrong. A and B went well, we tried C and D just didn’t materialise at all.
One of the most overlooked items when designing a marketing campaign is also one of
the most important and should never be skipped:
Identifying your target population.
It sounds so basic, yet it is so regularly skipped.
If you want to attract more of YOUR target population, then you must identify them
with laser-like proficiency. One of the best ways to do this is to be able to visualize your
target market. I recommend using an Avatar approach. This way you can envision
exactly what your target looks like. Once you can see them in your minds eye, it's much
easier to attract them.
If you are selling weight loss products for instance, who exactly are you trying to
"anyone who is overweight"====>>>> Nope!
That is just way too broad a spectrum of people to effectively attract. You must get
much more specific as to who they are.
The lesson here is to be more specific and don't try to attract absolutely everyone. As
the old story goes "He who chases two rabbits catches none".
You must get specific for each campaign. You should note that you can have multiple
"ideal prospects" and their related Avatars, however, each campaign must be addressed
to a specific population to be able to appeal to their specific needs, challenges and other
The importance of understanding your audience.
It is important not to try to market to everyone.
A creative way to get this process rolling is to create what is known as an Empathy Map
Empathy Map – Let’s Look at how to Make One.
The empathy map above was drawn out on a white-board with coloured post it notes added to
it as time went by.
You don’t need a white-board, you can simply get a piece of blank paper and begin to craft
your empathy map on it.
You may need to change it, add to it, alter it…but you DO need to start it.
Put simply, an empathy map is the world from someone else’s Point of View. It is what THEY
see, do, think, feel and hear. Their ‘worldview’
It is THEIR world perspective. Not yours.
It is more than a demographic of your ideal customer;; you are getting inside their head and
writing down their aspirations, fears, dreams, environment and concerns.
Write all this down, and you have an empathy map. It can be hard at first, but just get
Empathy Map – Difficulties
The problem that you will face (I did too, believe me) is that your empathy map is not skewed
by your OWN worldviews. In other words, it must be unbiased. That is hard….
You need to try to look through the lens of your ideal customer.
I recently read an article about how Daniel Day-Lewis prepares for his acting roles. It is
extreme to say the least. He gets in character, sometimes for 8 months at a time.
He has had his ribs broken, lived in a real prison, gotten a boxing license. Heck, in his
Oscar-winning performance of My Left Foot, it was reported he acted as if he could not walk
for the duration of the filming, so much so that crew had to carry him around. But he won an
oscar and it is viewed as THE model of how acting should be done.
Now you do not need to go to such extremes in creating your empathy map…but you get my
Empathy Map Step by Step - Meet John :)
Give your empathy map a name. Anything is ok. It will help you relate to them and make it
more personal. I’ll call mine John...No particular reason.
If your primary audience is a father of 2, then John will represent this.
Go so far as to use a photo…it can help…honest!
Here is a sample (minus the photo) of what an empathy map looks like before being filled in:
This is just a sample empathy map. But basically, try to divide the map into 4 quarters:
3. SAY/ DO
Ok, so a step by step Process of empathy mapping:
1 — WHAT DO THEY SEE?
Describe what your ideal customer sees in his/her environment:
● What does it l