I was asked this yesterday after a presentation about how to create a customer avatar.
It’s a common objection.
And the answer is “I hope you do”.
Aston Martin has 73 (and I’m not one of them — yet).
There’s not a successful company in the world that doesn’t have more than one customer avatar.
People that buy iPhones don’t necessarily buy MacBook Pros (although they could).
My wife works for a major furniture retailer that also sells a lot of clothes. Buyers of sofas and jeans aren’t necessarily the same.
Any department store, multiple retailer or big box DIY store or supermarket wouldn’t dream of targeting just one customer.
Have you ever seen an ad for two products?
No, you haven’t.
It would be confusing if you did because the human brain can’t take in more that one thing at the same time.
Multitasking is a myth.
So you can’t target one audience with two offers.
If you sell more than one product, you’ll have an avatar for each of them.
There may well be a common core, particularly in terms of what they believe and their values, but they will be two people.
And that’s fine.
You are allowed more than one avatar.
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