The

AVATAR FRAMEWORKS
 THE TARGET MARKET MAKEOVER
Copyright 2016 The Fletcher Method

How to find your ideal target market. Use this framework to ensure that you’re “climbing the right mountain” and creating products
and programs that fill an existing need to a defined group of people that you are passionate about helping.

PERFECT AVATAR

๏ Who would you help for free?

๏ Is there an explicit need?
๏ Think of the long haul (20 years)
Passion ๏ Is there search volume?
๏ What do folks tell you you’re good at?
๏ Is the market growing?
๏ What comes easy?
๏ Can you solve it better, cheaper
or faster?

En

th
ow
ga
ge

Gr
m
๏ How easily can you target online?

ill
Pathway Problem

en

Sk
t
๏ Which social channels dominate?
๏ List interests, experts, publications,
associations and groups verage Rev
enu
ting Le e Gr
owth
Marke

Platform Growth
๏ Can they afford your solution?
๏ Can you be seen as the “go-to” ๏ Whats the size of the niche?
Presence Profit
provider? ๏ Can you quantity the ROI?
๏ How competitive is the niche? ๏ Is there potential for recurring
๏ What messaging is being used in revenue?
the market?
 THE TARGET MARKET EVALUATION TOOL
Copyright 2016 The Fletcher Method

How to find your ideal target market. Use this framework to ensure that you’re “climbing the right mountain” and creating products
and programs that fill an existing need to a defined group of people that you are passionate about helping.

PERFECT AVATAR
NICHE 1 NICHE 2 NICHE 3
Passion

๏ Who would you help for free?

๏ What do folks tell you you’re good at?
๏ What comes easy?

Problem
๏ What is the explicit need?
๏ What is the search volume?
๏ How much is the market growing?
๏ How can you solve it better, cheaper or faster?
Profit
๏ How can they afford your solution?
๏ What's the size of the niche?
๏ How can you quantiIy the ROI?
๏ What is the potential for MMR or recurring revenue?

Presence
๏ How can you be seen as the “go-to” provider?
๏ How competitive is the niche?
๏ What messaging is being used in the market?
Pathway
๏ How can you easily target online?
๏ Which social channels dominate?
๏ List interests, experts, publications, associations
and groups
 AVATAR SNAPSHOT
Copyright 2016 The Fletcher Method

While this first step may seem commonplace within marketing training programs, few small businesses properly gain
clarity into their “perfect avatar’s” statistics, behaviors and interests. Doing this sets the stage for developing a powerful
message and position within your marketplace.
PERFECT AVATAR

DEMOGRAPHICS (Who they are) DESCRIBE YOUR AVATAR

๏ Name*
๏ Gender
๏ Age
๏ Location
๏ Income
๏ Marital status

PSYCHOGRAPHICS (What they do)

๏ Social Media Groups
๏ Publications
๏ Associations
๏ Brands
๏ Experts (Gurus)
๏ Tools (Software)
๏ Activities
๏ Opinions, Behaviors, Events
 AVATAR GOALS GRID
Copyright 2016 The Fletcher Method

This powerful step will make every aspect of your marketing more effective. Seriously. At the end of the day, your clients’
decision to (or not to) take action boils down to their level of pain or desire for pleasure. This exercise addresses both.
Which is why it’s bad to the bone.
PERFECT AVATAR

NOW
PAINS & FRUSTRATIONS GOALS & DESIRES

TOWARD
AWAY

FEARS & IMPLICATIONS DREAMS & ASPIRATIONS

EVENTUAL
 THE AVATAR CURRENCY CALCULATOR
Copyright 2016 The Fletcher Method

This tool is used to list all the important “currencies” or measures of value. First list your Core Currency - the primary “business you’re in”
from the Avatar Goals Grid. This will be the main category for your business i.e. web design, personal fitness, etc., and should not
change based on your products or campaigns. Next, list all the currencies your product increases and decreases. Finally, decide which
single currency your avatar wants to solve. And solve it! PERFECT AVATAR

MY CORE CURRENCY IS:

INCREASE Metric + Timeline DECREASE Metric + Timeline

CURRENCIES