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The simple answer is that an avatar is a customer profile that allows us to understand your client's needs and how we should communicate with them. A conversation without knowing who you are speaking to can fall on deaf ears and virtually every aspect of your marketing should be focused toward a specific group of people. Your business cannot be everything to all people. That's not to say that your business will only have one avatar. In fact, during our discovery phase, it is likely we will create several avatars together. Understanding your customers/clients is important because it will drive your value proposition ( The value proposition is a statement that expresses your customers/client's needs and how your business solves it.) and the whole marketing strategy of how to reach them. We start by creating a "Customer Matrix," this will will serve as a guide to who your target audience is.