Name

Peter Polymer

Marital Status

Married

Gender

Male

Age

45

How many children (names and ages)?

Amanda 10

Josh 7

Where do they live?

An upper-middle-class neighbourhood of a US city

Occupation

Self-employed Industrial Coating Application Businessman 

Job title / Roll in the organization

Owner / Applicator

Annual Income

$150000

Education (schools and degrees)

High School Graduate. Trade School Graduate.

Affiliations (groups, clubs, associations, etc.)

AAMP

Important issues for them

Providing a good life for their family

Spiritual/religious association

Christian or agnostic

Political association

Center Right

Mantra

Intrinsic motivators

Favourite books and authors

Robert Kiyosaki, Grant Cardone

Events & conferences they attend

Periodicals & subscriptions

Gurus or thought leaders they follow

Hobbies they enjoy

Where do they spend time physically (IRL)?

Where do they spend time online?

What are their goals?

Expand his industrial coating application business while maintaining quality and sustainability.

What are their challenges?

Navigating market saturation, differentiating his services, and adopting digital marketing strategies.

For Route Cause's ideal flooring applicator client, it's essential to understand their pain points thoroughly to tailor marketing messaging effectively. Here are some potential pain points for flooring applicators and strategies to deploy them consistently throughout your marketing:

Difficulty Generating Quality Leads: Many flooring applicators struggle to consistently attract high-quality leads for their services, leading to inconsistent workflow and revenue.

Messaging Strategy: Highlight how your marketing strategies and blueprint address this pain point by providing actionable tactics for generating and nurturing leads effectively. Use testimonials or case studies to demonstrate real results achieved by previous clients.

Price Sensitivity Among Clients: Flooring applicators often encounter clients who prioritize low prices over quality workmanship, making it challenging to maintain profitability.

Messaging Strategy: Emphasize the value proposition of your services, focusing on the long-term benefits of quality workmanship and durable flooring solutions. Showcase your expertise and reliability to justify higher prices and position your business as a premium choice.

Competition from Low-Cost Providers: With the rise of low-cost providers and DIY solutions, flooring applicators face increased competition that can undercut prices and erode profit margins.

Messaging Strategy: Highlight the pitfalls of opting for low-cost providers, such as subpar results, costly repairs, and reduced longevity. Position your business as a trusted expert offering superior quality, reliability, and customer service that outweighs the initial cost savings.

Lack of Differentiation: Many flooring applicators struggle to differentiate themselves in a crowded market, making it challenging to stand out and attract clients.

Messaging Strategy: Identify and emphasize your unique selling points, whether it's specialized expertise in certain flooring materials, innovative techniques, exceptional customer service, or a commitment to sustainability. Use storytelling and visual content to showcase your brand personality and values, helping you connect with potential clients on a deeper level.

Time and Resource Constraints: Flooring applicators often juggle multiple projects simultaneously, leading to time constraints and challenges in delivering projects on schedule.

Messaging Strategy: Position your services as a solution to streamline workflows and increase efficiency, whether through advanced techniques, time-saving tools, or project management support. Highlight how your blueprint offers practical strategies for optimizing time and resources to maximize productivity and profitability.

By consistently addressing these pain points in your marketing messaging, you can resonate with your ideal flooring applicator clients, demonstrate empathy for their challenges, and position your business as the solution they need to overcome these obstacles and achieve success.

What are the symptoms they are concerned about?

Stagnating growth, difficulty in reaching new customers, challenges in conveying the technical and environmental value of his services.

How do they see themselves regarding knowledge, confidence, comfort, and ability related to the subject?

Sees himself as highly skilled in his trade but less confident in marketing and digital transformation.

How would they view you / your business / your industry as it relates to the solution for their problem? (positive or negative)

He views Route Cause as “one of us” but with specialized marketing knowledge and as a valuable ally who understands his industry's nuances and can offer the specialized marketing guidance he needs.

What events might trigger their decision to address the problem?

A significant project win or loss, noticing competitors gaining market share, new regulations or sustainability standards.

What’s their role in deciding to work with you?

The primary decision-maker, seeking to invest in marketing to ensure business growth and sustainability.

What possible resistance might you get from them about your solution?

Concerns about the cost of marketing services, the time required to see results, skepticism about digital marketing's effectiveness.

What (if any) real-world examples can you think of who are just like the avatar you’re creating?

Ken and Joshua Kleinsasser of Permatech Coatings.

What (specific) value do you bring to your clients regarding their problems?

Tailored marketing strategies that resonate with his target audience, digital marketing expertise, and enhanced market positioning.

What can it help them achieve?

Increased business visibility, differentiation in the market, and growth in customer base.

What can it help them overcome?

Market saturation, digital marketing hurdles, communication of technical and environmental benefits.

What can it help them avoid?

Falling behind competitors, inefficiencies in marketing spend.

What objections might they have about your solution?

Concerns about ROI, adapting to new marketing technologies, upfront investment.

What other options might they be considering?

DIY marketing, hiring a generalist marketing agency, focusing solely on traditional marketing efforts.

Physical changes

Growth in business size, more streamlined operations.

Emotional changes

Greater confidence in business direction, reduced stress about competition and market visibility.

Changes in their beliefs

Stronger belief in the power of specialized marketing and digital transformation.

Changes in their status (both self-perception and others’ perception)

Recognized as a leader in sustainable industrial coating applications, increased respect among peers.

Changes in their daily life or routine

More time focused on strategic business growth, less time worrying about marketing effectiveness.

"At Route Cause LLC, we empower industrial coating manufacturers and applicators to overcome market saturation and visibility challenges through customized, innovative marketing strategies rooted in deep industry expertise and a proven track record of success. With a focus on digital transformation, effective communication of technical value, and sustainability leadership, our solutions are designed not just for business growth but to establish our clients as front-runners in a rapidly evolving industry. Backed by our founder's extensive experience and specialized certification, we are committed to transforming our clients' marketing approaches, ensuring they are equipped to thrive in the digital age while leading with innovation and environmental responsibility."