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Demographics
US – 50% (used to be 75-80% bus has changed)
UK – 12%
Canada – 6.3%
Australia – 5.3%
TOTAL English speaking ~ 75%
Average view duration of sales video is ~9min so keep sales videos to max. 10 minutes
75% male / 25% female
Age distribution is HEAVILY in the 45-64 bracket and most in the 55-64 bracket and some but not as many in 35-44 age group; virtually no one under the age of 34 watching and buying products
Avatar – middle aged to retirement level male, disgruntled with working for a living and worried his job will disappear looking to create secondary income, probably earns 40-50k, white collar, engineering or services based, debt, American, moderate conservative
82% use Windows to view products; 9% Macs
91% access from computer so no need to be mobile responsive; mobile/tablet only 5.7%
Bob does not like tutorial videos and manuals – MEN DO NOT READ MANUALS; 80% of tutorial views were from women but women account only for 25% of the customers; generates extra support; put tutorials right into the product next to the function which cut down support by about 50%
Likes WordPress
Has shiny object syndrome
They released a PDF product with a tracking script to see how many customers actually read the PDF and 80% never even opened it
On JVZoo less than 50% of all purchases get accessed
Themes sell better than plugins because it changes the customers entire website immediately compared to plugins
Action Step: Think about how to craft your sales letters, emails, etc. for this customer. In the salesletter or emails use examples that Bob can relate to because you know his avatar; write for a specific person.