Name: Gwen Stacey
| Category | Information |
|---|---|
| Age: | 35 |
| Gender: | Female |
| Location: | United States |
| Marital Status: | Married |
| Age of Children: | 8 and 10 |
| Occupation: | Accountant |
| Job Title: | Vice Director |
| Annual Income: | $120,000 |
| Level of Education: | College |
| Other: | Other relevant details. |
*Write a small paragraph describing your audience avatar. Be specific where possible.
(e.g. Gwen is highly motivated professionally, and lives a comfortable life in the country. She spends her limited free time taking long walks with her partner, and painting. She wants to find more time to invest in her fitness, but struggles to build new habits. She worries that building a fitness habit will impact either her work or her relationship. She’s willing to spend money to solve the problem but, having grown up without much cash, she’s not the type of person to spend thousands without careful consideration.)*
<aside> <img src="/icons/bullseye_blue.svg" alt="/icons/bullseye_blue.svg" width="40px" /> Goals
| Why it matters | Question | Answer |
|---|---|---|
| We need to know what drives them and why they want to watch your content. | What’s their ultimate goal? | |
| This affects everything about your content - the positioning of the title, the framing of the information, and even the language you use during the script. | What stage of their journey are they at? | |
| This majorly affects the choice of language you use. It’s the difference between you making a step-by-step guide and a more story-driven inspirational tale. | Are they looking to take specific action from your content, or simply to be inspired? | |
| </aside> |
<aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" /> Positioning
| Why it matters | Question | Answer |
|---|---|---|
| This obviously affects the language you use. | What sort of language do they connect with? | |
| This affects almost everything about your script. Keep in mind, it could they might want a mixture of both. | Do they want to learn, or be entertained? | |
| Knowing who else they watch allows you to take inspiration from them. | Who do they watch on YouTube? | |
| This indicates how much of an “event” your content is for them, which may influence certain production decisions (e.g. “How much time should I spend on sound mixing?”) | Do they watch your content on the train, or on their TV? | |
| </aside> |
<aside> <img src="/icons/color-palette_blue.svg" alt="/icons/color-palette_blue.svg" width="40px" /> Personality and Hobbies
| Why it matters | Question | Answer |
|---|---|---|
| Understanding this allows you to make subtle language alterations (especially during the hook) that make your audience feel “seen”. | What are their hobbies? | |
| This will affect the references you make during the script. You don’t want you audience to feel “out the loop” by making references they don’t understand. | Which cultural references are they familiar with? | |
| This obviously affects numerous aspects of their life (free time, ability to travel, priorities, etc) so, if relevant, it should affect how you write your script too. | Do they have a family? | |
| </aside> |
<aside> <img src="/icons/unfollow_blue.svg" alt="/icons/unfollow_blue.svg" width="40px" /> Challenges and Pain Points
| Why it matters | Question | Answer |
|---|---|---|
| You need to be able to call these out during the hook so they feel like you understand them. This makes them more willing to spend time watching your video. | What are their pain points? | |
| Similar to the above. Showing an understanding of these factors allows you to connect more deeply with them. | What are they afraid of? | |
| Similar to the above. For example, calling out specific struggles they’ve had in overcoming their pain points shows you understand them deeply. | What objections might they have to watching your video? | |
| </aside> |
<aside> <img src="/icons/shopping-bag_blue.svg" alt="/icons/shopping-bag_blue.svg" width="40px" /> Purchasing Process
| Why it matters | Question | Answer |
|---|---|---|
| If the solution to your audience’s pain point requires them to spend money, you need to know whether they’re amenable to this. | Are they willing to spend money as a result of watching your content? | |
| If they are willing to spend money, you need to know what sort of language is most likely to convince them that they should. | Do they buy based on logic or emotion? |
</aside>