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Applying demographic information brings your customer avatar to life. In this section, you add information to your avatar such as age, gender, marital status, and location.

Although the usual demographics are critical, the exercise of filling in the “Quote” field (shown in Figure 1-3) can be particularly helpful to get inside the head of your ideal customer. The Quote field is how this avatar might define himself or herself in one sentence, or it’s the motto the avatar lives by. For instance, our quote for Agency Eric is “I surround myself with people smarter than I.” This sentence says a lot about this avatar’s character and motivation to purchase our marketing training products. Brainstorm ideas for your avatar’s quote with your team or someone who knows your business well.

FIGURE 1-3: Demographics bring the customer avatar to life.

Demographic information for your customer avatar is also useful for choosing targeting options in ad platforms like Facebook. Bring your avatar to “life” as much as possible, even by visualizing the person if you can, because when you’re writing content, email, or sales copy, it can be beneficial to write as though your avatar were sitting across the table from you. Demographic information like age, gender, and location gives your persona a look and feel.