1. 5. Why
1.1. Match your "Why" with their "Need"
1.1.1. Price is what they pay, value is what they get
1.1.2. Your hero's "why" is your "why"
1.1.3. A great value proposition goes beyond logical justification
1.1.4. "Better for everyone" is more compelling than "ours is better than theirs"
1.1.5. Why you? What outcome would prove customer needs are being met?
1.2. Logical vs Emotional Sale
1.2.1. Logical: Product
1.2.2. Logical: Problem
1.2.3. Emotional: Story (their journey)
1.2.4. Emotional: Mission
1.2.5. Emotional: Vision (brand promise)
1.3. Hero's Journey
1.3.1. Person
1.3.2. Problem
1.3.3. Pain
1.3.4. Prophet (wizard)
1.3.5. Promise
1.3.6. Pathway
1.3.7. Proof
1.3.8. Perceived Value
1.3.9. Price
1.3.10. Provocation (CTA)
1.3.11. Perks (tangible & intangible)
1.3.12. Protections
1.4. Buyer's Story
1.4.1. Need
1.4.2. Pain
1.4.3. Solution
1.4.4. Mentor
1.4.5. Promise
1.4.6. Method
1.4.7. Proof
1.4.8. Value
1.4.9. Price
1.4.10. Motivation
1.4.11. Bonus
1.4.12. Guarantee
1.5. Who are they?
1.5.1. Business owner
1.5.2. Executive
1.5.3. Entrepreneur
1.6. What do they want?
1.6.1. I need more leads
1.6.2. I want to look better on social media
1.6.3. I want to have a lot of followers
1.7. Why do they want it?
1.7.1. Status
1.7.2. Belonging & acceptance
1.7.3. Generate income
1.8. Why don't they have it yet?
1.8.1. Can't find the right person
1.8.2. Don't feel comfortable investing
1.8.3. Don't understand the problem
1.8.4. Gets frustrated thinking about it
1.9. Keys to a Great Value Vision
1.9.1. Who is your hero?
1.9.2. Identify your hero's biggest job to be done (need)
1.9.3. Identify your product or service's biggest benefit that fills your hero's need
1.9.4. Differentiate yourself as the sole provider of this value
1.9.5. State it in clear and direct language (no jargon)
1.10. The Forumula
1.10.1. If we can make them believe that the biggest job to be done is the key to fulfilling their biggest need & is only attainable from us, then all other objections will become irrelevant and they will want to give us money because the value is worth more than the price.
1.10.2. Eg: If we can make productivity hackers believe that having a way to remember everything is the key to being organized & is only attainable through Evernote...
2. 6. Journey
2.1. Master your customer's "Journey"
2.1.1. Facts tell, stories sell
2.2. The most successful stories call audiences to higher human values
2.2.1. Community
2.2.2. Justice
2.2.3. Truth
2.2.4. Self-expression
2.3. Hero is the audience, you are the mentor
2.3.1. As the mentor, reveal that more is possible
2.3.2. Work to connect audiences to their deeper values
2.3.3. Teach a core truth or moral that provides hope
2.3.4. Tell stories of how great your audience can be not how great you are
2.3.5. Give your hero a magic gift that will make it more likely for them to succeed
2.3.6. Find brand relevance and values
2.3.7. Develop brand consistently by building every communication around your morals
2.3.8. Find your brand resonance using the unique voice of the mentor
2.3.9. Brands brave enough to live their values can become iconic
2.4. 6-part journey
2.4.1. Hero (context)
2.4.2. Problem (conflict)
2.4.3. Wizard
2.4.4. The way
2.4.5. CTA
2.4.6. Happy ending (resolution)
2.5. 3-part journey
2.5.1. Context
2.5.1.1. Universal truth with no conflict (what is)
2.5.2. Conflict
2.5.2.1. Where emotional desire (context) meets complication
2.5.3. Resolution
2.5.3.1. Your X-Factor: The evidence that you're uniquely qualified to resolve the conflict (brand promise, value vision)
2.5.4. Examples
2.5.4.1. If we can make productivity hackers believe that having a way to remember everything is the key to being organized & is only attainable through Evernote, then all other objections will become irrelevant and they will pay money
2.5.4.2. People want to be organized, but between websites, photos, emails, etc. keeping everything organized is hard. With Evernote you can remember everything, anywhere, anytime
2.5.4.3. Businesses need customers to prosper, but many businesses are fighting for the same customers. TMC shows you how to cast your customer as your hero
2.6. Example Pitch
2.6.1. Hey, business owners and executives.
2.6.2. Do you know that you have a great product or service that could change the lives of your customers but you just can't get anybody to pay attention? You can't get their attention to show them "I have this thing that is really going to help you!"
2.6.3. Well, I've actually been helping companies do this for the last 15 years. I became a marketing specialist for the entertainment industry in 2005, helping grow the fanbase for record labels, nightclubs & recording artists. Over my years as a digital marketing specialist I've helped some of the biggest companies turn around their marketing. And in 2016 I opened my own marketing business and I helped fortune 1000 companies like MarchEx and all these amazing brands do this too... and I learned some things, and I can help you.
2.6.4. And here's what I want to let you know. There's only 9 things you have to know and figure out... you've got to do them in the right order, but if you figure out these 9 things... you're gonna be able to take your stuff to market and get people's attention. And not only get more people to the door but more people through the door.
2.6.5. Does that sound like something that could help you?
2.6.6. Because what's the price if you don't actually figure this out? You're going to just be spending more time, wasting more money kinda throwing things up against the wall not getting anywhere, and that's frustrating. That's not why you got into business.
2.6.7. So let me help you... Sign up for my masterclass. And not only am I going to walk you through these steps, I'm going to take you step by step through everything. I'm personally going to be there to work on your business.
2.6.8. If you don't make the progress that you expect to make in 6 months time, I'm going to keep working with you until you do.
2.7. Hero's quest
2.7.1. Win a prize
2.7.1.1. Win an achievement or get an award
2.7.2. Exact revenge
2.7.2.1. Bring down the bad guys
2.7.3. Slay the dragon
2.7.3.1. Solve a large, complex problem
2.7.4. Be reborn
2.7.4.1. Level up, be better, look better, etc
2.7.5. Find love
2.7.5.1. Find romantic, family & pet love
2.7.6. Climb the mountain
2.7.6.1. Scale to great heights with the right equipment, plan, etc
2.7.7. Get home
2.7.7.1. Become their true, higher-self
2.8. Quest guide
2.8.1. Win the trophy
2.8.2. Get justice
2.8.3. Conquer the game
2.8.4. Level up
2.8.5. Fall in love
2.8.6. Scale the rock
2.8.7. Return home
3. 7. Message
3.1. Fine tune your message
3.1.1. A confused mind doesn't buy
3.1.2. Consistency and clarity are what is going to help your hero say yes to you and come towards you
3.1.3. If you're clear and consistent they're going to know what to expect from you and they're going to be able to respond "yes that's what I want" or "no that's not what I want"
3.1.4. What you don't want is "I don't know if that's what I want, because I'm not sure what it is"
3.1.5. We want people that know that they are our customer and are willing to come to us
3.2. We need a few major benefit statements that we will use consistently that will support our value proposition
3.3. Hero empathy map (Example: Evernote)
3.3.1. I'm hoping
3.3.1.1. To be more organized, find an easier way to keep track of what's important, replace my paper file cabinet. I want less clutter and less stress
3.3.2. I'm fearing
3.3.2.1. Losing important doc, running out of storage for photos, having too many apps
3.3.3. I'm loving
3.3.3.1. Taking notes on paper. I like to scan my notes with my iphone
3.3.4. I'm hating
3.3.4.1. Having too many apps that do too many different things and store stuff in different formats in different places
3.3.5. Pain points
3.3.5.1. Too many apps, not being able to find things, not enough storage
3.3.6. Pleasure points
3.3.6.1. Being organized, being able to incorporate paper, being able to use it on iphone and desktop
3.4. Messaging architecture
3.4.1. Messaging architecture goes into a core document that is used for web design, ads, PR, etc.
3.4.2. Headline
3.4.2.1. How to [biggest pleasure point] without [biggest pain point they want to avoid].
3.4.2.2. (Example: Evernote) How to organize everything from big projects to personal moments without anything falling through the cracks
3.4.3. Sub headline
3.4.3.1. This works, even if you hate [something they fear or hate].
3.4.3.2. (Example: Evernote) This works even if you hate or love paper.
3.4.4. 3 benefit statements (Example: Evernote)
3.4.4.1. Should be benefits for your hero
3.4.4.2. 1. Capture notes anywhere
3.4.4.2.1. Works offline and online
3.4.4.2.2. Has voice capture
3.4.4.3. 2. Find information faster
3.4.4.4. 3. Share with anyone
3.4.4.5. Sometimes can use just "proof point"
3.4.4.6. "Manage everything from big projects to personal moments"
3.4.4.7. Capture ideas and inspiration in notes, voice, and pictures
3.4.4.8. Never lose track of your tasks and deadlines
3.5. (Example: Beach Body)
3.5.1. Brand Promise: Transform Your Body And Your Life
3.5.2. Benefit Statements: Stream 1,000+ Workouts, Fitness Plus Nutrition Plans, Try It Risk-Free
4. 8. Impact
4.1. "Speak in such a way that others love to listen to you and listen in such a way that others love to speak to you"
4.2. Strategic Levers: What are the biggest levers that need to be pulled in order for you to make progress?
4.3. Business comes down to getting, keeping and growing customers
4.4. You have to speak to them in a way that they are going to listen to you... and to do that you need to listen to them in a way so they can hear that you heard them when you speak back
4.5. Obscurity is the enemy of marketing success
4.6. Your strategy is your enduring, massive goal that is your Polaris star. Your strategy has a large outcome
4.6.1. Example: Walmart - Delivering everyday low prices
4.7. Strategic pieces are the big parts and tactical pieces are the small parts
4.8. What's the difference that's going to make the difference for your hero and your business?
4.9. Purchase Journey
4.9.1. Awareness
4.9.1.1. Hey I've got a problem
4.9.2. Consideration
4.9.2.1. What are the different ways I can solve this problem? Example: Google search
4.9.3. Preference
4.9.3.1. Zero-in on the choice that they will look into further. Example: Visit website
4.9.4. Selection / Action
4.9.4.1. They make the purchase
4.9.5. Loyalty
4.9.5.1. When they're happy they feel comfortable making this purchase again in the future
4.9.6. Advocacy & Referral
4.9.6.1. After being a happy customer for some time they become a cheerleader for the brand and send referrals
4.10. Marketing Funnel
4.10.1. Attract
4.10.1.1. Advertising
4.10.1.2. PR
4.10.1.3. Social
4.10.1.4. PPC
4.10.1.5. Search
4.10.1.6. Events
4.10.2. Engage
4.10.2.1. Website
4.10.2.2. Landing pages
4.10.2.3. Email
4.10.2.4. Retargeting
4.10.3. Differentiate
4.10.3.1. Free downloads
4.10.3.2. Quizes
4.10.3.3. Comparison tables
4.10.3.4. Testimonials
4.10.4. Transact
4.10.4.1. Ratings
4.10.4.2. Security badges
4.10.4.3. Guarantees
4.10.5. Delight
4.10.5.1. Training
4.10.5.2. Onboarding
4.10.5.3. Meetups
4.10.5.4. Rewards
4.10.6. Enable & Empower
4.10.6.1. Referral program
4.10.6.2. Affiliates
4.10.6.3. Incentives
4.11. Magic Formula = Know thy customer + purchase journey
4.11.1. What do I do?
4.11.2. What do I feel?
4.11.3. What do I think?
4.11.4. What do I want?
4.11.5. What do I need?
5. 9. Conversions
5.1. "It's not as important to count the people you reach as it is to reach the people who count"
5.1.1. We have to fill the gap between traffic & conversions
5.2. How do we find the little pockets where our ideal customers are?
5.2.1. Your customers are already trying to cross the bridge. They already exist in the red ocean. Go to where they exist in a concentrated way
5.2.2. What are the most critical things for you in your business lifecycle? Most likely it's the "getting" cycle
5.2.3. The most important thing that we have to figure out is who we want to serve
5.2.4. Who are the industry leaders and influencers that are your heros heros
5.3. Peso model
5.3.1. The goal is to get everyone from all other channels into the owned channel by adding them to your email list so you don't have to pay, hustle or hope for their. We want engaged people. The probability of them becoming a buyer is dependant upon their engagement
5.3.2. Paid
5.3.2.1. Search
5.3.2.2. Social
5.3.2.3. PPC
5.3.2.4. TV, Radio, Direct Mail, Out of Home (billboards)
5.3.2.5. Sponsorships
5.3.3. Earned
5.3.3.1. PR
5.3.3.2. Event keynote
5.3.3.3. Public speaking
5.3.3.4. Community relations
5.3.3.5. Donations
5.3.3.6. Press
5.3.4. Shared
5.3.4.1. Shared social
5.3.4.2. Blog forums
5.3.4.3. Private groups
5.3.4.4. Hashtags
5.3.5. Owned
5.3.5.1. Website
5.3.5.2. Landing pages
5.3.5.3. Email list
6. 10. Tactics
6.1. Business has only 2 functions, marketing and innovation
6.1.1. We have to serve the customers and to do that we have to market. We have to find the market and serve that market
6.2. The info from this course will give us a way to systematically acquire clients
6.3. What are the 3 biggest distinctions you've learned so far?
6.3.1. The 3 dimensions of need. Inner, outer and global
6.3.2. The hero's journey and how we need to take the buyer through the proper steps if we want to earn their business
6.3.3. Making our messaging about the hero and their problem and not about us
6.4. How will the application of these distinctions bring in 5 new customers or clients?
6.4.1. I can create ads that use the correct language that call out my customer's inner and global needs which will help sell with emotion
6.4.2. I can use the hero journey to understand where my customer is and take them along the journey when doing strategy calls with my clients
6.4.3. I can use the same messaging architecture talking about the hero and their problems for my ads, brochures, website and sales materials
6.5. What 1 idea will you implement immediately?
6.5.1. Craft the language for my website and future ads etc.
6.6. Awareness (impressions, frequency)
6.6.1. Need to fix website, create landing page, create facebook ads, get credibility, create videos, create lead magnet, create linkedin ads
6.7. Consideration (clicks, subs, non-bounce)
6.7.1. Need to have a clear messaging architecture, need to test messaging on Facebook, need to have a clear brand promise on landing page
6.8. Preference
6.8.1. Create a comparison sheet for website and ads etc. Need to build more credibility and authority. Need to have guarantees. Need to have charisma as the founder
6.9. Select / Purchase
6.9.1. Have a bonus with my offer. Get ratings on Yelp, Facebook, etc. Make guarantee to personally help them until they succeed. Need to make it easy for customer to book strategy call as our CTA
6.10. Loyalty
6.10.1. Need to acknowledge their purpose and welcome them to the program. They will be thinking "What's the next step?" We need to take them through the process. We need a great onboarding and give them a delightful experience so they can send referrals
6.11. Advocacy & Referral
6.11.1. Setup a referral page. Need to gather testimonials. Need to setup surveys to see how we are doing. What other things do we need to do outside of the digital space to better serve our hero. Maybe we need to send a physical book etc
6.12. Quick plan
6.12.1. What needs to happen?
6.12.2. Who needs to do it?
6.12.3. When does it need to get done?
6.13. Write your story
6.14. Create your one-liner
6.15. Launch (or review) your landing page
6.16. Create a lead magnet to build your list
6.17. Create your drip sequence to your list
6.18. Collect & tell stories of transformation
7. 11. S.M.A.R.T.
7.1. A goal without a plan is just a wish
7.1.1. Obscurity is the enemy
7.2. We need to make our goals S.M.A.R.T.
7.2.1. Specific
7.2.2. Measurable
7.2.3. Attainable
7.2.4. Relevant
7.2.5. Time-bound
7.3. Funnel actions & measurements
7.3.1. Awareness
7.3.1.1. Paid advertising
7.3.1.1.1. Impressions
7.3.1.2. Social
7.3.1.2.1. Followers, engagement
7.3.1.3. Paid Search
7.3.1.3.1. Searches, clicks
7.3.1.4. Influencer marketing
7.3.1.4.1. Followers, engagement, signups etc
7.3.1.5. Sponsorships & events
7.3.1.5.1. Attendees, signups etc
7.3.2. Consideration
7.3.2.1. Clear & simple messaging
7.3.2.1.1. CTR
7.3.2.2. Compelling benefit-driven value
7.3.2.2.1. Site visits, bounce rates
7.3.2.3. Built the list & community
7.3.2.3.1. Emails collected
7.3.3. Preference
7.3.3.1. Clear, irresistible offer
7.3.3.1.1. Time spent on site, email open rates & CTR
7.3.3.2. Comparators, consults, applications
7.3.3.2.1. Webinar attendance
7.3.3.3. Crush objections
7.3.3.3.1. Call scheduled, applications filled out
7.3.4. Select / Purchase
7.3.4.1. Guarantees
7.3.4.1.1. Cart completion / abandonment rate
7.3.4.2. Trials
7.3.4.2.1. Registrations
7.3.4.3. Easy payment, subscriptions
7.3.4.3.1. Sales
7.3.5. Loyalty
7.3.5.1. Onboarding & training
7.3.5.1.1. Re-purchase
7.3.5.2. Rewards
7.3.5.2.1. Member engagements
7.3.5.3. Special events / perks
7.3.5.3.1. Testimonial & ratings
7.3.6. Advocacy & referrals
7.3.6.1. Incentives
7.3.6.1.1. Referrals
7.3.6.2. Status & identity
7.3.6.2.1. Referrals
7.3.6.3. Referral enablement
7.3.6.3.1. Referrals
7.4. Combine KPI's for optimal outcomes
7.4.1. Website visits + landing page visits + webinars = registrations
7.4.2. Email blasts + targeted cold emails + LinkedIn InMail = marketing consultations
8. 12. System
8.1. Communicate your strategy to your team
8.2. We need to convert our strategy into a roadmap for structure
8.3. The roadmap will help us translate our back office material into front office
8.4. It's useful to have a diagram of how it all pieces together to help us do our thinking
8.5. The canvas is a framework to facilitate your strategic thinking around how to go to market with a product or service
8.6. The canvas will help us communicate our strategy to our digital marketing team, company board, sales managers, pr firm, audience (keynote speeches for example)
8.7. The canvas is your entire strategy on a single page
8.8. We build our deck using our canvas
9. 1. Intro
9.1. Intro
9.2. Background
9.2.1. Left at the height of the recession
9.2.2. Soup to nuts strategic perspective
9.2.3. Equivalent to getting MBA in marketing
9.2.4. She was a "turnaround specialist" for NBC, Infinity healthcare, Kaiser Permanente
9.2.5. These are the fundamentals before you start your marketing activity
9.2.6. Once you finish this masterclass you will have an unfair advantage over your competitors
9.2.7. Too many people just start doing stuff without thinking about why they're doing it, what it's supposed to get done and really understanding the fundamentals of marketing
9.2.8. Marketing is acquiring customers, fulfilling what you sold (retention) and you want to delight your customers
9.2.9. The way that you grow the number of transactions you get from them and grow how often they transact is to satisfy them
9.2.10. When people stopped buying cars, marketing teams lost their jobs at tv networks
9.2.11. I had to learn how to acquire clients
9.2.12. First consulting gigs were for coke and insurance companies
9.2.13. When I got my first gigs I learned everything about my clients before I created a strategy
9.2.14. Then a few years ago I recognized a pattern in every single marketing strategy and how they fit together
9.2.15. It boils down to only 9 elements of marketing but the key is how they fit together
9.2.16. Once you understand this you can market anything
9.2.17. 25k one day, 40k two day, 60k three day
9.2.18. You will have access to the private facebook group. You will see a pattern when you see how other people market
9.2.19. The video is pre-recorded but i will be live with you on zoom so I can answer your questions
9.2.20. You are going to learn the fundamentals and this will reverse the way you think about marketing
9.3. Value exchange
9.3.1. All business is an exchange of value
9.3.2. The product or service in itself has no intrinsic value. The value isn't created until someone assigns a value and gives you money for it
9.3.3. We sometimes get overly focused with the activity of business but all we're really trying to do is exchange value
9.3.4. In the end the buyer should always feel like they we're the one who got the deal
9.3.5. Value is created in the mind of those doing the exchange
9.3.6. Both sides are affixing their own value in their mind
9.3.7. When there is true value exchange both sides believe they got the better end of the value
9.3.8. Our job is to get into the mind of our customers. Once we get into their mindset we'll know how we can create value for them
9.3.9. People buy because they believe they're going to get something in their imaginary future
9.3.10. The customer is buying a better version of themself. They are buying a different reality
9.3.11. Marketing is us trying to create a link between where people are today and where they imagine themselves being if the thing gets them to their desired outcome
9.4. Hero
9.4.1. Our job is to try to understand the mind of the hero and create the bridge (the way) tot a better version of themselves
9.4.2. The gap between where they are and where they want to be is our opportunity for value exchange
9.4.3. The only way to fill the gap is to really understand the journey our hero is on. The reason we don't get some clients is because we really don't understand what's in their mind and what they want and need
9.4.4. Once we understand the way to get our hero over the bridge then we have our offer
9.4.5. We need to ask ourselves a few questions. What journey are they on? Where do they want to get to? Do we have the way to get them there?
9.4.6. If we do have the way then we can construct our irresistible offer
9.5. Hero home run
9.5.1. Our job as markers isn't to tell you all the facts and data. Our job is to hit a hero home run and make it easy for our hero to say yes
9.5.2. Job 1 is we need to learn everything we possibly can about our hero
9.5.2.1. We need to know our hero better than they know themselves
9.5.2.2. What they want
9.5.2.3. Why do they want it
9.5.2.4. What they get from it
9.5.2.5. What they read
9.5.2.6. Where do they hang out
9.5.2.7. What brands do they use
9.5.3. Job 2 is we have to construct the offer
9.5.3.1. The offer is the way
9.5.4. Job 3 is we have to present our offer the right audience
9.5.4.1. Obscurity is the enemy
9.5.4.2. We need to get our messaging & media channels right
9.5.5. Job 4 is we have to make it easy to say yes
9.6. Brief overview of what we've learned so far
9.7. Emotions sell and logic justifies
9.7.1. Our hero is imagining themselves in the future
9.7.2. Why did he buy it? He bought it because he BELIEVED that if he did he would be who he had imagined
9.7.3. People buy things because they FEEL like it.. then they go through their logic and justify it
9.7.4. We need to play on people's emotions because that's the only thing that's going to get them to buy
9.8. Marketing canvas overview
9.8.1. A step-by-step process that builds super-powered strategies that fuel growth - fast
9.8.2. We want to take them from their needs to their target persona
9.8.3. 1. Target persona
9.8.4. 2. Needs
9.8.5. 3. Value vision
9.8.5.1. After creating our value vision we can build out our brand promise
9.8.6. 4. Hero story
9.8.6.1. Summarize the journey they are on
9.8.6.2. Every store has a hero, context, conflict & resolution
9.8.6.3. One of the most powerful selling tools
9.8.6.4. We will tell hero stories instead of sell
9.8.7. 5. Messaging
9.8.8. 6. Strategic levers
9.8.8.1. What part of the funnel are we working in
9.8.8.2. Every sale is a purchase journey through a funnel
9.8.8.3. What are the big moves I can make that will help the smaller moves work
9.8.8.4. Which part of the purchase journey do we need to address first?
9.8.9. 7. Messaging channels
9.8.10. 8. Tactical plan
9.8.10.1. An actual detailed plan
9.8.10.2. Cost center
9.8.11. 9. KPI's
9.8.11.1. Metrics, measurements, goals & targets
9.8.11.2. Revenue center
9.8.12. Offstage
9.8.12.1. Understand their needs
9.8.12.2. Understand what we have to do
9.8.12.3. Understand process and systems
9.8.13. Onstage
9.8.13.1. Messaging
9.8.13.2. Deliver value
9.8.13.3. Revenue
9.8.14. We need to ask ourselves who's our target?
10. 2. Hero
10.1. The goal is to get your more business so you can be more profitable so you can enjoy the life you love
10.2. We need to become a hero mindreader
10.3. Clarity is power
10.3.1. Part of the reason businesses don't make progress is a lack of clarity
10.3.2. We need increased clarity about what we're doing, who we're doing it for and why we're doing it, etc because when we have clarity we will be able to be more decisive and when we make decisions and take action and see the results and examine the results we make progress
10.3.3. The first place we need to get clarity is on our hero
10.3.4. We cannot be guessing that's why we do the ultimate persona
10.3.5. We need to make evidence based decisions
10.3.6. By gaining clarity about who we serve we are going to build a deep empathy for them and we will know what they really want and we can build an offer that they can say yes to
10.4. We need to imagine serving our ideal customer
10.5. We can use the body as a prompt for serving our hero
10.5.1. This will help us gain empathy
10.5.2. Start at the top and think about their head
10.5.3. Brain: What are the thoughts going around in his or her head?
10.5.4. Eyes: How does he or she see the world?
10.5.5. Mouth: Memorable quote
10.5.6. Shoulder: What burdons does he or she carry?
10.5.7. Right hand: What does he or she need to hold on to?
10.5.8. Left hand: What has she left behind?
10.5.9. Heart: What does he or she care about most?
10.5.10. Achilles heel: What are his or her weaknesses? Who has shaped his or her life up to this point?
10.5.11. Roots: What significant events has he or she experienced?
10.6. She tells story as example
10.6.1. Our job as marketers is to understand the story of our heros
10.7. The ultimate customer persona
10.7.1. The answers are in the persona
10.7.2. Once you understand this you will be miles ahead in your marketing
10.7.3. We want to talk about somebody who is actually real
10.7.4. We should think of a very specific person every time we think of our persona
10.7.5. Ok to guess for info in the beginning but we need to validate later with real research
10.7.6. We need to be insanely curious when we do our real research
10.7.7. Name
10.7.8. Background
10.7.9. Quote
10.7.10. Total addressable audience / market size
10.7.11. Decisive or uncertain
10.7.12. Influential or influenced
10.7.13. Steady or spontaneous
10.7.14. Cautious or independant
10.7.15. Skills
10.7.15.1. Skills related to our solution
10.7.16. Goals
10.7.16.1. Goals related to our solution
10.7.17. Motivations
10.7.17.1. What are the motivations behind their goals? Why?
10.7.18. Frustrations
10.7.18.1. Frustrations related to our solution
10.7.19. Needs
10.7.19.1. What are they trying to get done?
10.7.20. Brands
10.7.20.1. What brands might they follow or use? We can target these brands later
10.7.21. Influencers
10.7.21.1. Who are the influencers they follow? Who are the influencers that they follow but nobody outside that industry really follows?
10.7.22. Facebook groups & pages
10.7.23. Forums
10.7.24. Blogs
10.7.25. YouTube channels
10.7.26. Keywords
10.7.26.1. What might they type into search
10.7.27. Other channels
10.7.28. Topics & behaviors
10.7.29. Journey
10.7.29.1. 1. Problem recognition
10.7.29.2. 2. Search
10.7.29.3. 3. Evaluation
10.7.29.4. 4. Selection
10.8. Knowledge & clarity are power
10.8.1. We need to do the work this is what makes the real magic happen. This should take a few hours
11. 3. Market
11.1. The best customer is the one with the open wallet
11.2. Understanding our market gives us a road to market dominance
11.3. We need to ask ourselves: Who are our customers, where are they and what are they buying? Who are our people and what do they want? What are their needs? What are some of the ways we can validate our data?
11.4. We need to navigate our red to blue ocean
11.4.1. The red ocean is our market - its proven already
11.4.2. A red ocean indicates that people have their wallets open and are paying for a solution already
11.4.3. We can identify the players in the red ocean by shopping for what we're selling
11.4.4. A red ocean is ripe if alternative in the space are increasing
11.4.5. A red ocean is rotting if the alternatives in the space are declining
11.4.6. Targeting to a red ocean that is ripe ensures that we are never targeting completely cold traffic
11.4.7. Within a red ocean there are always players who are not fully satisfied - this creates the opportunity for a blue ocean
11.5. 6 part story structure
11.5.1. 1. Every story has a hero on a journey (the hero is our customer)
11.5.2. 2. The hero faces a problem
11.5.3. 3. The wizard appears to help the hero solve their problem
11.5.4. 4. The wizard provides the way
11.5.4.1. The wizard has empath, credibility and authority. The wizard is wise. We are the wizard
11.5.5. 5. Call to action
11.5.5.1. Even though we provide the way, we still have to call them to action. We have to present the offer and compel the hero to take action
11.5.6. 6. Happy resolution (guarantees)
11.5.6.1. The happy ending is the safe passage
11.6. 3 parts of conflict
11.6.1. External conflict
11.6.1.1. I need a basketball shoe and I don't have one
11.6.2. Internal conflict
11.6.2.1. But it can't be just any shoe it has to be a shoe that represents me and gives me status
11.6.3. Global conflict
11.6.3.1. Because everybody has an intrinsic need to fit in. Everyone wants to belong
11.7. Red to blue ocean exercise
11.7.1. We're spending a lot of time on this upfront stuff because once we've got this its time to build our offer and get into brass tax. What are my messages etc. But the upfront stuff is where the game is played. We should never worry about how we're going to get more sales. We should be thinking about how we're going to help them
11.7.2. We should be messaging to a warm audience and not an ice cold audience because they have their wallets open. We need to find already warm audiences where people are already buying
11.7.3. We need to understand what people are really buying are solutions to their internal problems and solutions to their global problems (their bigger more philosophical problems)
11.7.4. To find a warm audience
11.7.4.1. 1. Ask is there a market for this?
11.7.4.2. 2. Ask who are the category kings?
11.7.4.3. 3. See who is buying from them
11.7.5. Some people in the warm ocean won't find a 100% fit. Those people become our blue ocean opportunity. We want to target them because they are already willing to pay
11.7.6. If we see major players in the market going out of business or buying up smaller players we may be in a rotting ocean
11.7.7. The warm ocean research gives us tons of clues about what our customer wants
11.7.8. How are these category kings baiting the hook? What's the offer that they have that is pulling people in?
12. 4. Empathy
12.1. We need to ask the question why do they want that thing? What's the job they are trying to accomplish? With products and services that help them do that job, a market emerges. What are the jobs that have to be done to get them from here to there? This should be hero centric
12.1.1. I need a phone that can also be studio equipment
12.1.2. I need a workhorse that can stand up to weather extremes
12.1.3. I take a lot of pictures and videos of my kids
12.1.4. I take a lot of selfies and food photos
12.1.5. I need my phone and my computer to sync for work
12.2. Our hero is always on a journey from where they are to where they want to be and this gap creates the problem. We need to fall in love with that problem that we are trying to solve. We need to fall in love with the problem and not the bridge (our product or service). People buy solutions not products and services
12.3. Use raindrop and evernote
12.4. Our job is to consider the why behind our ideal customer's actions
12.5. Every customer: I need to get from here to there, with perfect certainty, in the shortest amount of time possible, at a fair price
12.6. If we can answer that question we will have a buyer
12.7. Unpacking the need
12.7.1. Where is the here for our hero and what triggered them?
12.7.2. Where is there for hero?
12.7.3. What is the area of uncertainty
12.7.4. 3 myths we need to break down
12.7.4.1. If we can understand these things we can get the sale
12.7.4.2. False beliefs in product or service
12.7.4.2.1. The way is safe
12.7.4.3. Internal false beliefs or objections
12.7.4.3.1. And you have the inner capability to go this way
12.7.4.4. External false beliefs
12.7.4.4.1. And noone is going to stop you. There's no external reasons that you cannot cross this bridge
12.7.4.5. Fair price
12.7.4.5.1. Value isn't created until the price is fair
12.7.5. People shop for their own identity
12.8. Empathy map
12.8.1. Everything we do is hero centric
12.8.1.1. What is our hero hoping?
12.8.1.1.1. I hoping for a diet that isn't too difficult to maintain. I'm hoping to find a diet where I can still have a glass of wine with dinner
12.8.1.2. What is our hero loving?
12.8.1.2.1. I'm loving that I have a lot of different options. I love that I have a flexible schedule and I love to make my own meals. I'm loving that I have time
12.8.1.3. What is our hero fearing?
12.8.1.3.1. I'm fearing that I'm going to have a hard time complying to a ridged diet. I'm fearing having a diet that requires no alcohol. I'm fearing I'm going to cheat. I'm fearing that I won't lose any weight
12.8.1.4. What is our hero hating?
12.8.1.4.1. I'm hating that I have extra pounds. I hate that my clothes don't fit as well as they used to
12.8.2. What are my pain points?
12.8.2.1. What could personally hurt or inconvenience our hero?
12.8.3. What are my pleasure points?
12.8.3.1. What could personally help, promote, satisfy or produce results for our hero?