Your Avatar is Wrong (Here’s how I know)
By Lynn Swayze
May 11, 2026
Most of you right now are targeting the wrong avatar.
There, I said it. If I had to solve one problem in most expert brands, it’s to go more Sophisticated. There’s a time and a place for going after the absolute newbie who doesn’t know anything, who has never tried the solution you offer, who has never felt the pain of doing it themselves, and who isn’t even sure they have a problem. There is definitely room for that.
But if you need to:
- Close clients right now
- Get more attendees to your webinar
- Close more clients for your practice, more quickly, at a higher price point
- Get more people to book a call
- Get more people to raise their hand and say, yes, I want your help
… Then you don’t want to go after the “unaware” or the newbies.
Chances are good that you don’t even want to talk to the person in the Sophistication Spectrum Stage that’s after the newbies. You probably want to go at yet another sophistication stage.
For most people, for most Expert Brands, your best client is probably the person who has already tried all your competitors, all the other options out there (including doing nothing and DIY), and they aren’t working. Like if you’re a hypnotherapist, your best person has probably already tried other mindset coaching, other hypnotherapists, courses, books, meditations, cold plunges. Right?
If you’re a marketer, your best clients have hired other advertising agencies or copywriters or marketers. They know how difficult the process is. And they want someone who can just do the damn job. They want someone who can actually deliver on their promises.
This is my biggest, best tip for almost any Expert Brand.
Thankfully for you, I have a whole training on this called how to build better avatars using the sophistication spectrum at LynnSwayze.com/Avatar.
More ways we can dig a little deeper:
- LynnSwayze.com/Daily → Daily Email List (off substack)
- LynnSwayze.com/Membership → Q&A with me + courses so you can start applying this for yourself
- LynnSwayze.com/Hire → Let’s work together, starting with a “Hidden Marketing Opportunities” call
— Lynn
P.S. My name is Lynn Swayze and I’m “The Expert’s Copywriter.” I help Experts to dramatically improve their messaging and offers so that more smart people buy what they have they’re selling. You can bypass Big Tech and the algorithms by subscribing to my daily email list at LynnSwayze.com/Daily