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Hi, my name is Brooks van Norman.
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And in this module, I'm very excited to
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be sharing with you how to create your
perfect buyer avatar.
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Because this step in the process of
becoming an excellent marketer is the
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most important piece that we can get good
at and do well in order to make sure that
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everything that we do with our marketing
from this point forward is successful.
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So let's get into it.
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The goals of this module are to get.
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Crystal clear on exactly who you serve
and the outcome you provide and the
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problems you solve, it's to understand
your target buyer on a deep level, so you
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can get their attention and turn them
into your customers.
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And finally to do that, we need to be
able to create marketing content that is
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potent and that is what we're going to be
able to do by creating the perfect buyer
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avatar, some expectation setting up
front.
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This process is going to take you two to
five hours to complete properly.
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I'm going to be going through an example
of what a finished buyer avatar looks
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like, but understand that took hours to
get done.
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In fact, it was something that we came
back to over and over in order to get it
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right. So don't try to do this all in one
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sitting. Expect that you'll come back to this work
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again and again as you get to know your
target buyer better over time.
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And anytime you need to create new
content and marketing, you can refer to
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this work to ensure you're speaking to
the right audience and that you're
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creating messaging that will resonate
with that audience.
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So what is a buyer avatar?
Well, the best description that we've
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come up with is that a buyer avatar is a
semi fictitious character who represents
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your ideal customer.
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Another way to look at it is that it's an
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understanding of this person from
multiple dimensions.
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And it's a specific and deep awareness of
everything that relates to influencing
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them. There are some pitfalls here in this
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process. The first is not having enough detail and
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rushing through the process.
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We're going to be going through a
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document in a moment and the temptation
here is to skip through this and get into
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the rest of the content of this Academy.
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But I can tell you if you don't get this
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right, everything else that you learn
and.
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Try to do with your marketing is not
going to work as well as it could, so
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please take the time and invest it in
getting as much detail as you can in
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creating your avatar.
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The second pitfall is that your avatar is
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too wide and too encompassing.
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We really want to focus on one person.
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Not multiple people, just your ideal
customer.
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It's one person.
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Think about that one person in the room
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out of 100 That is your perfect.
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Customer that they've been waiting for
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you, praying for you to show up in their
lives and you have to know exactly what
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that person is.
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We like to say that you need to know your
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buyer better than they know themselves.
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That's a great framework to think about.
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And then finally the pitfall of having a
conflicting buyer avatar.
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So what we mean is that you start out
with the vision of what that one person
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is at the beginning of this process and
then you start changing it.
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As you go through, you really want to
have one person and one person only as
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that semi fictitious character as you go
through this process.
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So your avatar is your foundation.
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It is the number one most important
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thing. And as I mentioned a moment ago, I have
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to say it again because it's so critical.
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If you don't get this right and you don't
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take the time to invest in getting as
much detail as you possibly can in this
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process, your marketing is not going to
work.
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No technology, no learning, nothing is
going to be able to save you from failed
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marketing if you don't get this process
and this step.
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Right, because your ad copy, your ad
images, your blog posts, your social
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images, your headline, they should all
mirror your avatars, feelings and deep
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emotions about your situation.
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And the only way you can do that is if
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you really know that semi fictitious
character as well or better than they
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know themselves.
Your job here as a marketer is to
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discover that person, number one.
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That's the process that we're going
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through. And then number two, when you're out in
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the field and you're using the platform
and you're doing the process of marketing
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is to reveal that person.
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In other words, hold the mirror up to
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show them who or where they are right now
and who or where they could be with your
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help. That contrast is really important.
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And as we go into the next modules,
you'll see that where people are and
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where they want to be are the two polar.
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Fields or polar opposites of what you
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want to be thinking about in everything
that you do in your marketing.
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So really important is to think about
showing the buyer who they are holding
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that mirror up to them.
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So how do we create it?
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Well, it's a document.
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It's a living document too.
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We're going to be going through this
process here in a couple of minutes and
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doing it together.
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And the document is called the Avatar and
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Niche worksheet, and you can download it
from somewhere around this video, maybe
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below it.
And there's a template that you will be
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able to download to use for your own
market and buyer avatar.
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And there's also a sample that we'll be
using of a gym owner.
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That we created for this module so you
can see what the level of detail and the
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type of thinking and the context and
really everything that you should aspire
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to in creating your own buyer avatar.
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Because examples are really valuable here
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if you've never done this process before.
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So you can see the level of detail that
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you need to have in order to get this
process right.
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All right.
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There's a few pitfalls here to be mindful
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of as you create your perfect buyer
avatar.
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And the first thing is thinking you're
going to have this figured out overnight.
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This is a process, and it's a process
that begins with what we're going to do
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here in a moment of really just getting
the big pieces in place, trying to figure
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out the edge of the puzzle.
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If you've ever made a puzzle, very often
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it's the edges that people do.
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So we kind of start with that thinking
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and then we come back to it and fill it
in.
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Don't be surprised if there's questions
that you just don't know, and if that's
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the case, good.
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That's good, because that means you're
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going to be able to get to know your
buyer avatar better.
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You're going to have to go and figure
those things out.
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You're going to have to talk to your
existing customers or think about the
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people that you've spoken with in the
past in sales calls or that are your
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existing customers that you can use to
bring that information into the buyer's
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avatar development.
So not revisiting your avatar and
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updating it is.
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Also a huge pitfall.
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Doing this once and then never coming
back to it is what amateur marketers do.
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It's what rookies do.
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It's what people who have skinny kids do,
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as zig Ziglar used to say.
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So really make sure that you continually
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improve this as you get more familiar
with your audience and your market,
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because that's what really separates the
best vibot marketers from the ones who
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really struggle is constantly updating
their buyer avatar and knowing their
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buyer. As we say, better than they know
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themselves. And finally thinking that this is easy
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for everyone else but you.
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This is tough work.
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This is difficult work.
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This is foundational work, and it's
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really important.
So don't be surprised if you feel a
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little frustrated or if you struggle with
some parts.
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And if you do, we're here to help you
reach out to us, and we'll give you the
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guidance based on our own experience of
learning how to really make this as great
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as it could possibly be.
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Ok, let's jump into the buyer, the
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avatar. Niche worksheet and we'll start going
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through what that looks like now.
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Welcome to the Avatar and Niche
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worksheet. This is a document that we have refined
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over the years and it is one that we are
now able to present to you as a tool that
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is comprehensive and will help you see
that buyer that you need to attract and
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get the attention of in your market from
multiple dimensions.
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So this is the template and again this is
a downloadable for you from the.
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Assets or the resources below this video
south all of the key things that we're
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going to be going through here are in the
document that you can have access to.
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And the key here is to remember that
everything you do, say and write should
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speak directly to your most perfect
customers or clients because you cannot
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charge premium prices while pleasing the
masses.
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You must zero in on your avatars deep
problems.
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So we're going to be going through this
process with the example of Jim.
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Owners and let's say you're in an agency,
let's say you're a marketing agency that
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specializes in helping gym owners get
members or get clients.
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And so we have worked with, Jim agencies
that help gym owners.
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And so this was a great example for us to
be sharing with you.
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But again, think about this from the
context of your own market.
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So the other document that you have
available to you is the sample document
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that we're going to be going through
here.
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Which is the avatar and Niche worksheet
gym owners.
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You can download this as well from
somewhere below the video.
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Now the key point I want to make about
this is you don't have to go through
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these questions in a linear fashion, like
you don't have to start with number one
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or number two.
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You can do what I mentioned a moment ago,
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which is to start with the edges of the
puzzle.
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Start with the things that you know are
the obvious questions that you have the
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answers to because of your expertise.
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Artists and experience with your market.
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And then as you get to the places that
you don't have, you can then go and get
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that information.
So you can fill these in.
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But for the purposes of this video, just
to make things a little easier to
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consume, I'm going to be starting with
one and then going all the way down to
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the end of this document.
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And again, I'm going to be speaking to
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the examples that we have from the
perspective of what you should really be
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thinking about as you go through each of
these questions.
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I cannot underscore the importance of
getting this right.
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And if this looks like tedious work to
you and it's not the work that you know
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you were prepared to do what you wanted
to do, I can tell you right now if you
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don't do it, you are going to struggle in
your marketing.
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There's nothing more important than this
work, and I know I'm repeating this
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multiple times in this video, but I can
tell you that when we look at our most
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successful customers, they solve a
specific problem for a specific person
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and they know that.
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Person and that problem as well or better
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than any of their competitors in the
marketplace.
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So really give this your all.
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Ok. So the first question is what's the
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biggest result I can help a person
achieve 2 to three statements.
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So here you want to put in as few words
as possible the statements of who you
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serve. So in this case it's Jim owners and then
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what the outcome is for their business.
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So the formula here is you know I help X
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which is the gym owners to do Y which is
to get 5 to 10 calls with qualified
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prospects and then if you can add a
qualifier to it which would be the Y in
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the formula.
So I help X to do Y with Z for example.
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The qualifier could be like every week or
here's another one that we came up with
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helping Jim owners.
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Sale revenue at record speeds while
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staying extremely capital efficient.
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This is an example of the qualifier, and
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the reason this is important is because
when you put this kind of messaging in
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front of your audience, there's boxes
that need to get picked in the mind of
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people who are going to be seeing your
posts and seeing your ads or seeing your
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LinkedIn profile or seeing your Facebook
profile.
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And when they see you come across their
feed, they're going to want to know who
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you are and what you do.
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So this part here is really important
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because you can use this as the headline
for your social profile for your company
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or for you personally if you're doing
outreach on any of those platforms.
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So helping gym owners scale revenue,
that's the outcome at record speeds.
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This is again another element that's part
of the outcome.
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And then while staying extremely capital
efficient, that is something that is.
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Relevant to the audience, right?
What does your audience?
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What does your target buyer?
Fear or not want to do well.
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This is the opposite of it, right?
A lot of gym owners think they have to
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spend a lot of money in order to scale
revenue and that worries them.
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So you can see we're already starting to
develop and showcase that deep knowledge
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of our market.
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So if we show them an ad or a headline or
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a social media profile, that says that
you help them achieve the goal that they
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want without doing the bad thing that
they don't want or staying away from that
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bad thing.
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You're already aligning very closely to
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the way they think and the things they're
worried about.
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So the difference between that one and
this one, I help gym owners get leads in
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sales. This is fine, but it's kind of like what
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the rest of your market says, you know?
And so having something that's more
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potent, and that's why this is
highlighted, is because it's really an
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extremely good example of how important
it is to focus on the specific outcome
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and what they want in order to get.
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Bad outcome.
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Ok. Describe the favorite client that
you've had that you want more of.
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This is a good one because it gives you a
filter to think about the people or
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customers or clients you've worked with
and start to draw out some of the
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qualities of them that you like.
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Because if you like them, chances are
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good you got them results and they were a
good customers or clients, so.
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Working with struggling gym owners to get
their marketing message, sales process
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funnel ads dialed in.
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I love the work very much got Members
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proven results and profitability very
quickly.
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The owners are open minded, patient
metrics driven, has existing revenue and
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are not close to bankruptcy.
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They're long-term thinkers who value
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people and process and their owners who
get the importance of understanding their
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market and aligning their marketing.
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To that, so you can see this is really
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important context of like what is the
kind of gym owner in this case.
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If we're that agency that would be a
great fit for us.
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All right, number three.
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What's the biggest problem your most
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ideal client has?
We want one to three paragraphs here.
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Well, they need to close deals
consistently with the repeatable,
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scalable process based on precise market
alignment and customer value.
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They're burning cash.
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They're likely not profitable.
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They're probably freaked out.
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They're going to go broke soon, and
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they'll have to lay off all their most of
the staff.
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Then investors and family will never take
them seriously again, and they'll have to
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go back to a regular job whoa.
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That is so insightful.
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Like just knowing that you have to know
that level of detail about the biggest
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problem your most ideal client has
continuing right along.
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Maybe they've raised some funds for their
gym, but they're not confident they'll be
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able to hit profitability before they run
out of runway and run out of money.
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It's scary for the owner because they
don't know how to get out of this
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situation. That is really important to understand.
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Again, thinking about.
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Showing the mirror of their situation to
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themselves, reminding them of that good
marketing should freak people out, but
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also then rescue them with the outcome
that they want or the pain they want to
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get away from.
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Ok. What frustrates your ideal client the
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most?
Again, we want to describe this in rich
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detail. Well, they're being left behind.
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They know that sales and sales process is
important, but they don't know how to do
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00:17:18,099 --> 00:17:20,220
it right.
They're struggling with strategy and
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00:17:20,230 --> 00:17:24,060
messaging. They're very short on time.
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Maybe they're struggling with their
product if it's a, you know, a gym.
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It's like a get fit service over a
certain period of time or months, or
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supporting their existing clients out of
the gym.
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They need to get more customers.
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They see other gym owners doing it and
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they have fear of missing out.
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Maybe he or she is sick of advertising on
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the radio and sending out Flyers.
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They're not getting any results.
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Maybe if they are having sales calls
they're inconsistent and they're not
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closing a high enough percentage.
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Or maybe they aren't totally sure on
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their exact market.
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Are there offer or they don't have a
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sales process that can take a stranger to
a closed sale?
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Again, this is the level of detail that
we need to know and we want to get close
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to 20 here if we can.
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All right, what are the four to five
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steps for them to achieve success and get
results?
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Now these four to five steps are what you
do at the highest level.
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So we don't want to explain how you do
it, we just want to explain.
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What you do in order to go from where
they are to where they should be, O in
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this case, the agency that would help the
customer, the gym owner, get
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profitability and scale up sales.
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The first step is fixed foundation, so
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that would be the focus.
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So they have to get clear on their buyer
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avatar. They have to figure out what the offer
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is, you know, what's the gym going to
promote, you know is it a just a gym
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membership or is it a gym membership?
Less nutrition or gym membership, plus
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nutrition, plus mindset coaching plus
accountability, right.
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There's all kinds of things that you've
really got to get clear on that their
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avatar will get as a result of their
signing up.
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And the thing to remember here is, and
again this is true for you too, and what
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you're offering your audience, is that a
compelling offer is 75 % of marketing,
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packaging. The how part is how you get them into it.
327
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That's only 25 % of marketing.
328
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You know, like the different membership
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plans. It's what the Avatar gets is the main
330
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piece here.
And then in this case it's messaging,
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email scripts, funnel architecture, drip
sequences.
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Notice how all of this lays beautifully
into vbo and then next step implement
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systems so that the gym owner can get
time back.
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I'm not going to go through these in
great detail because you can see now the
335
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level of detail you should have in your
business for your target.
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00:20:01,570 --> 00:20:06,550
Market, but implementing systems is like
sales process you know sales enablement
337
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tools. Again you can see V about coming through
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here sales automation to support funnel,
throughput tracking sheets for daily and
339
00:20:13,600 --> 00:20:18,380
weekly activity measurement, customer
acquisition costs, their pipeline
340
00:20:18,390 --> 00:20:20,380
metrics, lifetime value.
341
00:20:20,390 --> 00:20:23,350
You know how long does a subscriber in
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the in that gym stay on and then I'm
going to market and iterating and scaling
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with either.
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Paid traffic or, you know, getting more
345
00:20:37,090 --> 00:20:42,260
salespeople in the gym when their
existing utilization rate of current
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salespeople hits about 80 %, that's
Nirvana for the gym owner is when they
347
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have to add more salespeople.
348
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But these are the things that marketing
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agency would explain that the gym owner
gets when they're communicating to the
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market. Again, what they gets 75 % of it.
351
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So imagine the gym owner saying, OK, well
that's great.
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You're an agency that can help us scale
our revenue.
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What do I get?
Well, we're going to help you fix your
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foundations, then we're going to
implement systems to help you get time
355
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back. Then we're going to help you go to market
356
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and grow a profitable unit case based
grow on a profitable unit case so that we
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know we can then go to the next stage,
which is to actually advertise.
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And then when we are successful with
that, we're going to be ready to scale up
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salespeople once you hit 80 %.
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Very clear. Alright, what keeps your
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perfect client awake at night?
Worrying fearful exams?
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00:21:39,340 --> 00:21:42,200
Anxious again?
I'm not going to go through all of these
363
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because you can read some of them.
364
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I'm going to abbreviate the rest of this
365
00:21:46,010 --> 00:21:51,810
document, but you want to take away the
level of detail here as your inspiration
366
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for what your target avatar should look
like.
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So things like they don't know how
they're going to get their business up to
368
00:21:58,860 --> 00:22:02,190
one hundred K to five hundred K a month,
depending on their market.
369
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You know, they might be able to get that
big as they always wanted without
370
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sacrificing their health, mental
Wellness, or taking an irresponsible
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financial risk.
They feel like they've been fooled to
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00:22:14,680 --> 00:22:18,970
believe that it's possible for them to
grow a profitable gym business and that
373
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sales process is elusive for them.
374
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Maybe they've never really believed it's
375
00:22:24,280 --> 00:22:28,390
possible so That's something that keeps
them awake at night.
376
00:22:28,570 --> 00:22:31,800
They wonder what they're going to have to
do to fix their problem, or that they're
377
00:22:31,810 --> 00:22:33,280
going to have to do so much work.
378
00:22:33,290 --> 00:22:35,460
Or they fear that the market doesn't want
379
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their product.
380
00:22:36,170 --> 00:22:37,650
Maybe they bought a whole bunch of gym
381
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equipment that is the wrong kind.
382
00:22:40,670 --> 00:22:42,020
Or, you know, maybe they bought spin
383
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bikes or something.
384
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So these are all the kinds of things that
385
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you need to know about your avatar.
386
00:22:48,350 --> 00:22:48,680
All right?
387
00:22:48,690 --> 00:22:49,710
This one's really important.
388
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What humiliates your perfect client?
389
00:22:52,020 --> 00:22:55,230
Could it be an event or an occurrence
they're trying to avoid?
390
00:22:55,500 --> 00:22:57,020
So here are some examples.
391
00:22:57,280 --> 00:22:58,830
O maybe thinking they were going to close
392
00:22:58,840 --> 00:23:01,910
a client, but then they lost the sale and
they have no idea why.
393
00:23:01,920 --> 00:23:03,320
That would be super embarrassing.
394
00:23:03,840 --> 00:23:05,090
Maybe they've been setting business
395
00:23:05,100 --> 00:23:08,540
goals, but they missed them because they
aren't closing more deals and signing out
396
00:23:08,550 --> 00:23:09,320
more members.
397
00:23:09,680 --> 00:23:11,390
Maybe they don't want to have to get a
398
00:23:11,400 --> 00:23:14,530
real job because they're not creating
enough cash flow.
399
00:23:14,540 --> 00:23:17,510
Oh, that would be so embarrassing for the
gym owner, right?
400
00:23:17,520 --> 00:23:23,920
He's working at, you know, some other job
in order to support himself or herself
401
00:23:24,180 --> 00:23:25,420
because they're Jim.
402
00:23:25,600 --> 00:23:27,140
Is struggling financially.
403
00:23:27,500 --> 00:23:31,450
These are all the kinds of things that
you really want to understand ask if you
404
00:23:31,460 --> 00:23:33,180
don't know, ask your customers.
405
00:23:34,390 --> 00:23:36,550
What's the cost of staying where they are
406
00:23:36,560 --> 00:23:40,880
right now, and how bad can things become
if they don't fix it?
407
00:23:40,890 --> 00:23:46,510
I really love this one because it anchors
the problem around tangible things.
408
00:23:46,910 --> 00:23:51,500
So in the case of the gym owner again,
that whole thing about having to get a
409
00:23:51,510 --> 00:23:55,960
job and being humiliated if their gym
business didn't work out is really a big
410
00:23:55,970 --> 00:23:59,060
one. High salesperson turnover and having to
411
00:23:59,070 --> 00:24:04,820
retrain salespeople repeatedly, that is
expensive or they'll have to work.
412
00:24:04,830 --> 00:24:08,320
Crazy hours to fit in all the sales calls
because they have such a terrible closed
413
00:24:08,330 --> 00:24:12,290
percentage. Maybe they'll like lose confidence in
414
00:24:12,300 --> 00:24:15,670
themselves or their business or their
spouse will leave them.
415
00:24:15,680 --> 00:24:20,050
I mean, you can see these are pretty hard
hitting outcomes and that's what you want
416
00:24:20,060 --> 00:24:21,020
to get to.
417
00:24:21,160 --> 00:24:21,870
All right?
418
00:24:21,880 --> 00:24:25,220
What's their most urgent pressing crisis
they have to have resolved right away.
419
00:24:25,230 --> 00:24:27,910
You know, what's the real pain they're
facing right now?
420
00:24:27,920 --> 00:24:29,760
The thing they need to get fixed
immediately.
421
00:24:30,020 --> 00:24:33,950
This is really important because as I
mentioned earlier in the video, you
422
00:24:33,960 --> 00:24:35,020
really want to meet.
423
00:24:35,030 --> 00:24:37,620
Your avatar, where they are in their
424
00:24:37,630 --> 00:24:42,420
journey, are they just struggling with
the vision or they're coming to reality
425
00:24:42,430 --> 00:24:45,570
with their problems, or do they already
know that they have a problem and they're
426
00:24:45,580 --> 00:24:48,920
looking at solutions?
That's really important because if the
427
00:24:48,930 --> 00:24:54,060
problem is they're trying to decide which
gym to sign up with, that's very
428
00:24:54,070 --> 00:25:00,220
different than the person who's just come
to the realization that they have a
429
00:25:00,230 --> 00:25:06,440
health condition that could affect their
longevity that's a different place.
430
00:25:06,460 --> 00:25:12,090
So it's really important to understand
that like where is your target avatar
431
00:25:12,100 --> 00:25:19,730
typically in their awareness of their
situation and that's really important.
432
00:25:19,740 --> 00:25:24,510
So in this case, the gym owner needs to
consistently get customers with a proven
433
00:25:24,520 --> 00:25:26,720
sales process that can scale revenue.
434
00:25:27,040 --> 00:25:27,990
There it is.
435
00:25:28,640 --> 00:25:31,910
What are the top three things that
frustrate your perfect clients on a daily
436
00:25:31,920 --> 00:25:33,770
basis?
Is it doing things they don't want to do?
437
00:25:33,780 --> 00:25:35,420
Is it people?
Is it circumstances?
438
00:25:35,720 --> 00:25:39,760
Is it chores?
These are the examples that we've come up
439
00:25:39,770 --> 00:25:41,120
with. So maybe they're putting in a ton of
440
00:25:41,130 --> 00:25:43,540
content on social media and it's not
working.
441
00:25:43,550 --> 00:25:47,200
Maybe they're having 10 sales calls lined
up and dreading it because they're not
442
00:25:47,210 --> 00:25:48,440
going to close any of them.
443
00:25:48,450 --> 00:25:50,560
Maybe they have no sales calls lined up
444
00:25:50,570 --> 00:25:53,230
and not knowing how to make sales happen
consistently.
445
00:25:53,650 --> 00:25:58,940
Maybe people come in to sales calls and
they say I'll have to think about it and
446
00:25:58,950 --> 00:26:00,820
they're constantly dealing with that.
447
00:26:00,830 --> 00:26:01,950
That's a big problem.
448
00:26:01,980 --> 00:26:05,850
So these are some examples, 11 what does
your perfect client.
449
00:26:05,860 --> 00:26:10,320
Want more than anything else, this one is
really important because in the next
450
00:26:10,330 --> 00:26:15,700
module, I'm going to talk about a
strategy for actually going out and
451
00:26:15,710 --> 00:26:21,620
creating the content in your market
around what you're doing right now in
452
00:26:21,630 --> 00:26:24,740
this module.
And it's really important for you to get
453
00:26:24,750 --> 00:26:29,800
this one dialed because it's going to
help you when it's time to open up your
454
00:26:29,810 --> 00:26:35,120
laptop and start writing content to
strike a nerve with your audience and
455
00:26:35,130 --> 00:26:36,690
yank them into your world.
456
00:26:37,160 --> 00:26:38,400
So here's a few examples.
457
00:26:39,360 --> 00:26:43,150
They want the confidence that they can
really take their business to the next
458
00:26:43,160 --> 00:26:45,440
level without working harder.
459
00:26:45,620 --> 00:26:47,430
They want less pain trying to figure out
460
00:26:47,440 --> 00:26:51,200
how to grow the business with unproven
strategies.
461
00:26:51,600 --> 00:26:52,640
They want Peace of Mind.
462
00:26:52,650 --> 00:26:54,070
They're going to be able to have a bigger
463
00:26:54,080 --> 00:26:55,390
impact on their market.
464
00:26:55,780 --> 00:26:56,990
Maybe they want to be able to
465
00:26:57,000 --> 00:27:00,370
consistently break the six figure a month
amount.
466
00:27:00,380 --> 00:27:04,630
Finally, maybe they want just want a
business they can be proud of.
467
00:27:04,640 --> 00:27:07,240
Or maybe they want a gym that can attract
members.
468
00:27:07,250 --> 00:27:11,000
Without having to be worried about it
every single day.
469
00:27:11,010 --> 00:27:12,270
It's really important.
470
00:27:12,280 --> 00:27:14,570
This is the heaven that we talk about.
471
00:27:14,580 --> 00:27:17,540
We contrast heaven and hell and this is
the heaven.
472
00:27:17,550 --> 00:27:22,810
These are examples of heaven that we want
to put in front of our audience.
473
00:27:22,820 --> 00:27:24,800
Remember, we're showing them themselves.
474
00:27:24,980 --> 00:27:25,700
The mirror.
475
00:27:26,080 --> 00:27:28,820
All right, explain what you would do if
you were in their situation.
476
00:27:28,830 --> 00:27:29,730
The high level steps.
477
00:27:29,740 --> 00:27:31,880
Again, we want to explain the what, not
478
00:27:31,890 --> 00:27:32,980
the how here.
479
00:27:33,220 --> 00:27:35,370
So maybe they need to do buyer avatar
480
00:27:35,380 --> 00:27:37,680
work. Maybe they need to do market and niche
481
00:27:37,720 --> 00:27:41,870
focus maybe they need to be very specific
on the outcome that they provide.
482
00:27:42,150 --> 00:27:46,140
Maybe they need to optimize their pricing
or validate access channels.
483
00:27:46,150 --> 00:27:49,960
Like is it best to be marketing and
putting messaging out on YouTube or on
484
00:27:49,970 --> 00:27:52,940
Twitter or Facebook?
Like what is it, you know, that's really
485
00:27:52,950 --> 00:27:56,330
important. Maybe they need more powerful case
486
00:27:56,340 --> 00:28:00,640
studies of people who came into the gym
and they were out of shape and tired,
487
00:28:00,670 --> 00:28:03,650
with low energy and terrible quality of
life.
488
00:28:03,660 --> 00:28:07,460
And then after working together with them
90 days, they were vibrant and
489
00:28:07,470 --> 00:28:10,500
attractive. And full of energy and more productive
490
00:28:10,510 --> 00:28:14,290
and getting promotions and, you know,
just having a great time in life.
491
00:28:14,300 --> 00:28:19,180
Those are maybe the kinds of things that
your mind goes to when you think of what
492
00:28:19,190 --> 00:28:22,880
you would do, what you would do if you
were in their situation.
493
00:28:24,580 --> 00:28:29,030
Alright, what are the biggest mistakes
your perfect client is making right now?
494
00:28:29,040 --> 00:28:31,420
Again, super important.
495
00:28:31,980 --> 00:28:36,420
This is the hell of the marketing content
496
00:28:36,430 --> 00:28:37,650
you're going to be creating.
497
00:28:37,680 --> 00:28:39,550
Remember we're contrasting the heaven and
498
00:28:39,560 --> 00:28:40,300
the hell.
499
00:28:40,400 --> 00:28:42,610
This is really important for you to
500
00:28:42,620 --> 00:28:46,080
really spend time on and invest to get
right.
501
00:28:46,120 --> 00:28:50,530
So I'll give you a few examples here,
maybe the gym owners making the mistake
502
00:28:50,540 --> 00:28:53,970
of focusing on low yield business
development activities like maybe
503
00:28:53,980 --> 00:28:56,890
they're. Spending money on radio ads or Flyers or
504
00:28:56,900 --> 00:29:00,640
cold calling or old school networking and
counting on referrals.
505
00:29:00,900 --> 00:29:04,070
You know, maybe that stuff doesn't work
anymore in their market.
506
00:29:04,080 --> 00:29:06,260
And for a lot of gym owners it doesn't.
507
00:29:06,360 --> 00:29:07,990
A lot of gym owners know they can just
508
00:29:08,000 --> 00:29:12,240
buy a 5000$ radio ad and put fifteen
hundred dollars into Flyers in their
509
00:29:12,250 --> 00:29:16,250
local neighborhood, but they get a really
low yield on those efforts.
510
00:29:16,260 --> 00:29:21,150
So this is again the kind of thing that
you want to be writing about as we'll
511
00:29:21,160 --> 00:29:24,910
talk about in content creation and the
next module if you know.
512
00:29:24,920 --> 00:29:30,130
This stuff, and you can put it out there,
you do what we call kick the bruised knee
513
00:29:30,190 --> 00:29:35,780
of your target avatar and remind them of
how bad their situation is.
514
00:29:35,790 --> 00:29:40,050
That gets their attention because they
say yes, that's me, I'm struggling with
515
00:29:40,060 --> 00:29:42,520
that. Yes, I've spent so much money on radio
516
00:29:42,530 --> 00:29:45,620
ads and Flyers and I don't think I've had
more than one member.
517
00:29:45,630 --> 00:29:49,250
And the Members we get are bargain
discount shoppers.
518
00:29:49,370 --> 00:29:53,910
They only care about price, and then they
cancel in two months.
519
00:29:54,010 --> 00:29:55,150
So again.
520
00:29:55,320 --> 00:29:57,110
Reminding your buyer, showing that
521
00:29:57,120 --> 00:30:02,130
mirror, putting that mirror in front of
them, maybe hiring salespeople before
522
00:30:02,140 --> 00:30:05,520
they have a proof of concept and a clear
buyer avatar validated.
523
00:30:05,860 --> 00:30:06,950
But maybe that's a mistake.
524
00:30:06,960 --> 00:30:08,560
Maybe the gym owners think I'm just going
525
00:30:08,570 --> 00:30:11,880
to hire a bunch of salespeople and
they're going to get me clients.
526
00:30:12,000 --> 00:30:16,330
Maybe that's a mistake because they
themselves don't know who the best client
527
00:30:16,340 --> 00:30:17,860
or gym member is.
528
00:30:18,500 --> 00:30:20,310
Maybe another thing is spending money on
529
00:30:20,320 --> 00:30:25,080
ads, social media ads before they have
that proof of concept.
530
00:30:25,670 --> 00:30:30,810
And their organic sales funnel working
really good example of a mistake that a
531
00:30:30,820 --> 00:30:34,290
gym owner could be making and then the
next one here.
532
00:30:34,300 --> 00:30:38,330
Putting a lot of time and the majority of
their focus into content marketing like
533
00:30:38,340 --> 00:30:42,450
writing blogs or creating YouTube videos,
Twitter posts, Facebook posts, LinkedIn
534
00:30:42,460 --> 00:30:45,270
posts. Without a clear return on investment in
535
00:30:45,280 --> 00:30:48,290
time, money or their ability to measure
that.
536
00:30:48,300 --> 00:30:53,410
You know, as an agency that helps Jim
owners, you'd be able to come to them
537
00:30:53,420 --> 00:30:56,440
with measurement tools that give them
clear.
538
00:30:56,450 --> 00:30:57,500
Return on investment.
539
00:30:58,100 --> 00:30:59,950
And you could use Vibo if you were an
540
00:30:59,960 --> 00:31:02,750
agency, of course, because you can show
them the impact.
541
00:31:02,980 --> 00:31:04,620
You see how all this comes together.
542
00:31:04,660 --> 00:31:05,670
It's a beautiful thing.
543
00:31:05,680 --> 00:31:10,690
Alright, so I'm not going to go through
this entire piece, but again, we'll be
544
00:31:10,700 --> 00:31:15,590
talking about in the next module how to
write about the mistakes.
545
00:31:15,600 --> 00:31:22,430
And putting this down here gives you the
raw materials you need to then write
546
00:31:22,440 --> 00:31:26,940
endless content that will be potent in
your market to get the attention.
547
00:31:27,160 --> 00:31:28,150
Of your market.
548
00:31:29,090 --> 00:31:30,300
This is a really important one.
549
00:31:30,310 --> 00:31:34,020
What is your perfect client complain
about when they're with family or friends
550
00:31:34,030 --> 00:31:35,440
like?
Do they not have enough money?
551
00:31:35,450 --> 00:31:38,720
Not enough time?
They don't know how to do something, so
552
00:31:38,730 --> 00:31:40,620
some examples they're working their tail
off.
553
00:31:40,630 --> 00:31:43,250
Maybe they don't have any friends because
they're working their tail off.
554
00:31:43,260 --> 00:31:44,840
They're constantly working.
555
00:31:44,850 --> 00:31:46,240
You know they have an empty sales
556
00:31:46,250 --> 00:31:47,660
calendar. Sales calendar.
557
00:31:47,770 --> 00:31:53,000
Find out what your target complains about
when they're sitting at a coffee shop
558
00:31:53,010 --> 00:31:58,470
with their friends about their business
and documented here.
559
00:31:59,040 --> 00:31:59,550
All right.
560
00:31:59,560 --> 00:32:01,630
Name and link to your foremost important
561
00:32:01,640 --> 00:32:04,550
competitors. This is important because we want to take
562
00:32:04,560 --> 00:32:05,470
a look at their marketing.
563
00:32:05,480 --> 00:32:06,990
We want to see what they're doing and if
564
00:32:07,000 --> 00:32:11,400
they are successful, we want to try and
reverse engineer some of that because
565
00:32:11,500 --> 00:32:17,830
it's possible they've done some of this
work already and we can turn it into a
566
00:32:17,840 --> 00:32:19,750
version of our messaging.
567
00:32:19,760 --> 00:32:21,970
So really important to think about that.
568
00:32:21,980 --> 00:32:25,210
My guess is you probably already know who
they are.
569
00:32:25,220 --> 00:32:29,120
So put them down here, Avatar targeting
specifics.
570
00:32:29,550 --> 00:32:34,730
So we want to have job titles, we want to
have, you know, the ideal company size,
571
00:32:34,850 --> 00:32:36,450
and we want to have geography.
572
00:32:36,470 --> 00:32:39,170
And the reason this is important is if
573
00:32:39,180 --> 00:32:40,880
you're doing organic marketing.
574
00:32:40,890 --> 00:32:43,370
Let's say you're using LinkedIn and maybe
575
00:32:43,380 --> 00:32:49,790
you're using LinkedIn sales navigator to
do searches for your target market in
576
00:32:49,800 --> 00:32:51,990
your target geography.
577
00:32:52,250 --> 00:32:54,180
Having this information here is going to
578
00:32:54,190 --> 00:32:58,100
make your search easy because you can
just draw upon it when it's time to enter
579
00:32:58,110 --> 00:33:00,810
these details in the search filters.
580
00:33:02,110 --> 00:33:02,530
All right.
581
00:33:02,540 --> 00:33:08,330
And then finally, this is what we call
the access channel avatar targeting
582
00:33:08,430 --> 00:33:11,610
specifics. Where does this person hang out online
583
00:33:12,290 --> 00:33:17,550
where you can reach them and put
messaging in front of them, list three to
584
00:33:17,560 --> 00:33:20,030
five places you know you can find them.
585
00:33:20,090 --> 00:33:21,920
So I mentioned LinkedIn and LinkedIn
586
00:33:21,930 --> 00:33:23,640
sales navigator a moment ago.
587
00:33:23,650 --> 00:33:24,710
It's very helpful.
588
00:33:25,590 --> 00:33:31,680
Linkedin groups, that could be one thing,
could be Facebook groups that could be.
589
00:33:31,690 --> 00:33:37,270
Another, and it goes without saying here
that you could also just say they're on
590
00:33:37,280 --> 00:33:45,650
Facebook or they're on LinkedIn because
when you are going to ads like going to
591
00:33:45,660 --> 00:33:50,930
create and spend money on ads, if you
know that your target avatar is in a
592
00:33:50,940 --> 00:33:54,870
Facebook group or if they're in a
LinkedIn group, well, they're of course
593
00:33:54,880 --> 00:33:56,330
on the platform as well.
594
00:33:56,340 --> 00:33:59,100
So that is really important, the level of
595
00:33:59,110 --> 00:34:01,780
specificity that we want for groups.
596
00:34:01,790 --> 00:34:04,150
Is important because we can go into those
597
00:34:04,160 --> 00:34:10,330
groups and start writing about the heaven
and hell of the situation that buyer has
598
00:34:10,340 --> 00:34:12,280
and that becomes very powerful.
599
00:34:12,480 --> 00:34:15,300
So this is what it takes.
600
00:34:16,040 --> 00:34:19,139
This is what's required to become.
601
00:34:20,449 --> 00:34:22,850
An amazing marketer, a powerful marketer,
602
00:34:22,909 --> 00:34:26,350
a skilled marketer in the business that
we're in today.
603
00:34:26,469 --> 00:34:28,340
And I hope this was helpful for you.
604
00:34:28,350 --> 00:34:30,300
And again, we're here to support.
605
00:34:30,310 --> 00:34:32,389
If you have any questions, please reach
out.
606
00:34:32,610 --> 00:34:36,710
But remember the pitfalls, remember the
objectives of the exercise.
607
00:34:37,030 --> 00:34:42,590
And if you get this part right,
everything else is going to flow much
608
00:34:42,650 --> 00:34:45,389
more successfully for you in your
marketing.
609
00:34:45,590 --> 00:34:46,340
All right.
610
00:34:46,350 --> 00:34:46,920
Thank you for watching.
54656
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