Here’s another video from top copywriter John Carlton’s “Copywriting Checklist” series. It’s #4 and titled “Defining Your Avatar”.
Now an “Avatar” is, according to my Reader’s Digest “Word Power Dictionary” – “an incarnation or embodiment of something” (alternatively “a deity appearing in bodily form on earth” but that’s not what we’re dealing with here).
In this context, John is talking about clearly defining your prospect or potential customer. It’s important to do this, remember, because a good piece of copywriting should be just like having a conversation with an individual sitting across the table from you.
Or as copywriting legend Claude Hopkins put it…
“Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.”
The video gives a great, concise, example of just this. It’s quite a short video so just go ahead and click on the button to watch…