Does your client wear odd socks?

Clear on your client avatar?

You sure? Ok, answer me this: Are they ok with wearing odd socks? 

You probably don’t know the answer to that one, and you probably don’t think it matters.

Guess again.

It tells you something about their thinking type.

And if you want to really communicate with your client, someone needs to have an idea of what that is and write to appeal to it.

See, the sort of person who can’t wear odd socks does one of three things:

• Always buys the same socks

• Takes the time to find a pair

• Pairs them when they put them away

All of which tell me a few different things depending, but baseline it tells me they’re almost certainly not impulsive. Which means they’re unlikely to make snap decisions. Therefore, they’re likely to reject copy that pushes ACT NOW!! at them, so ease off the pedal.

Ok, so you don't need to get down to the level of socks unless you have an overactive imagination, but a well-fleshed-out client avatar contains enough of that information for someone who knows how to interpret it for copy purposes. It's not a full-on forensic psych evaluation. We just need to have a feel for how to pitch it.

The fundamentals remain the same but inside that it helps to know what they'll resist, what they'll lean into, how decisive they are, whether they want bare facts to interpret or hand-holding through it.

Something for you to think about for next time someone like me asks about your client avatar. If I can establish that from there sock wearing habits, imagine what I can do with something simple like how they spend their free time.

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