Worldview is the term I use to refer to the rules, values, beliefs and biases that an individual customer brings to a situation - Seth Godin

Transcription

1 1

2 Worldview is the term I use to refer to the rules, values, beliefs and biases that an individual customer brings to a situation - Seth Godin Who are you Marketing to? Grab a coffee, tea, a can of beer (only one though) or whatever it is that you drink, and take a few minutes to read this report. Don t let this report gather virtual dust on your desktop...ok! Before we get into the meat, let me tell you one thing==> The relationship starts before the opt-in! Sound odd? Bet you were thinking that a prospect has to opt-in before we begin that relationship building lark right? If so, this report will be an eye-opener for you. Think about this for a minute. You have 4 folk looking at your offer;; a new SEO tool. 2

3 James and Jane The last time James bought a similar tool 2 years ago, he got screwed. His worldview is going to be very different from Jane who regularly buys the latests tools to enhance her online blogging platform and has had some top-notch experiences. Fred and Luke If Fred sees his job as an innovator and is encouraged to try new alternatives, he will have a different worldview to Luke who is told to avoid risks and cut costs where he can. Different people, same product they are looking at, completely different worldview. And therefore the same people will make a different decision based on this worldview that they have. So what should you do? Change their world view? No! Identify a group of folk with a worldview, frame your story in terms of that world view, and reap the benefits. How does this affect you? Well, probably you are either in a BIZ OPP already, or are thinking about one. If you are the latter, great, you got here just in time. If the former, don t worry...it is never too late. Does the below sound familiar? a) Get an offer b) Drive traffic to that offer c) Build a relationship via d) Convert and get sales 3

4 W-R-O-N-G! Big time. But that is the methodology most people are told, so that is what they do. Perhaps you too? I did it back in the day. We all knew no better. But something was wrong. A and B went well, we tried C and D just didn t materialise at all. One of the most overlooked items when designing a marketing campaign is also one of the most important and should never be skipped: Identifying your target population. It sounds so basic, yet it is so regularly skipped. If you want to attract more of YOUR target population, then you must identify them with laser-like proficiency. One of the best ways to do this is to be able to visualize your target market. I recommend using an Avatar approach. This way you can envision exactly what your target looks like. Once you can see them in your minds eye, it's much easier to attract them. An Example: If you are selling weight loss products for instance, who exactly are you trying to attract?? "anyone who is overweight"====>>>> Nope! 4

5 That is just way too broad a spectrum of people to effectively attract. You must get much more specific as to who they are. The lesson here is to be more specific and don't try to attract absolutely everyone. As the old story goes "He who chases two rabbits catches none". You must get specific for each campaign. You should note that you can have multiple "ideal prospects" and their related Avatars, however, each campaign must be addressed to a specific population to be able to appeal to their specific needs, challenges and other emotional triggers. The importance of understanding your audience. It is important not to try to market to everyone. A creative way to get this process rolling is to create what is known as an Empathy Map You may need to change it, add to it, alter it but you DO need to start it. Put simply, an empathy map is the world from someone else s Point of View. It is what THEY see, do, think, feel and hear. Their worldview It is THEIR world perspective. Not yours. It is more than a demographic of your ideal customer;; you are getting 5

6 inside their head and writing down their aspirations, fears, dreams, environment and concerns. Write all this down, and you have an empathy map. It can be hard at first, but just get started. Empathy Map Difficulties The problem that you will face (I did too, believe me) is that your empathy map is not skewed by your OWN worldviews. In other words, it must be unbiased. That is hard. You need to try to look through the lens of your ideal customer. I recently read an article about how Daniel Day-Lewis prepares for his acting roles. It is extreme to say the least. He gets in character, sometimes for 8 months at a time. He has had his ribs broken, lived in a real prison, gotten a boxing license. Heck, in his Oscar-winning performance of My Left Foot, it was reported he acted as if he could not walk for the duration of the filming, so much so that crew had to carry him around. But he won an oscar and it is viewed as THE model of how acting should be done. Now you do not need to go to such extremes in creating your empathy map but you get my drift. Empathy Map Step by Step - Meet John :) Give your empathy map a name. Anything is ok. It will help you relate to 6

7 them and make it more personal. I ll call mine John...No particular reason. If your primary audience is a father of 2, then John will represent this. Go so far as to use a photo it can help honest! Here is a sample (minus the photo) of what an empathy map looks like before being filled in: This is just a sample empathy map. But basically, try to divide the map into 4 quarters: 1. SEE 7

8 2.THINK/FEEL 3. SAY/ DO 4. HEAR Ok, so a step by step Process of empathy mapping: 1 WHAT DO THEY SEE? Describe what your ideal customer sees in his/her environment: What does it look like? Who surrounds them? What types of offers are they exposed to daily? 2 WHAT DO THEY HEAR? Describe how the environment influences your ideal customer: What do their friends say? Who really influences them, and how? 3 WHAT DO THEY REALLY THINK & FEEL? What is really important to them? Describe their dreams and aspirations. 4 WHAT DO THEY SAY & DO? What is their attitude? 5 WHAT IS THEIR PAIN? What are their biggest frustrations? What obstacles stand between them and their wants or needs to achieve? 6 WHAT DO THEY GAIN? What do they truly want or need to achieve? 8

9 How do they measure success? As you begin to market to this person, think to yourself (from their perspective) and ask. Why should I buy this product? Bet you re thinking, Adam.this is so much work!! Yep, you d be right. That is why most folk cannot be bothered to write their empathy map (or do not know about it..which is why I wrote this report in the first place. Customer Avatar- What is it? Your customer Avatar is an extension of your empathy map. It is basically a written description of your ideal customer. Customer Avatar- An example for the make money online Niche John is 47 years old and is married to Sara (42). Younger woman, lucky guy. They have two kids. James is 17, Claire is 14. For the past 15 years, he has been a project manager at a car parts company. He does not mind his job, he is pretty good at it, but it does not exactly inspire him or fill him with joy 9

10 either. Secretly, he wishes he and his wife could escape the rat race and live in Ecuador. He has just read that Ecuador was voted the best place in 2103 for Americans to retire. Trouble is, while he is not on the breadline, he is not able to put much money away and he fears for his future. Time is ticking away. He ain t getting any younger and a career change seems impossible. He does not want his wife to work. Even if she did, it is unlikely that the extra money be able to drastically improve their lifestyle. So, for the past few months he has been dabbling with online marketing. He knows his way around a computer a little bit. But he is in no way, shape, or form,technical. He has made $0 so far as he has not been serious and he does not really know what he is doing. Part of him is not 100% sure he can do it. He has trust issues and has heard a lot of bad stories. He has heard some success stories too. he knows his lack of success is down to him not taking this seriously. 10

11 He knows he will not design the next big thing but he does think he has what it takes to get $10,000 a month. And that will allow him and his wife to sell up and move to Ecuador once his kids leave home. He can see it now. Nice condo near the beach, a few hours a day online and then perhaps learning to scuba dive.he has always wanted to go the Galapagos Islands. And he knows it is possible selling digital stuff online. He is just not sure how. So, he goes online, looking for answers.he has filtered through all the crap. He has a new focus, a new hope and a new mindset. He can do this. And that is basically a customer Avatar. Of course, you need to do your research first before you can come up with your avatar. Research: Where does your customer avatar hang out? Facebook: Do some simple searches on Facebook and find out what groups they are in. what do they like? 11

12 Twitter: Type some keywords into the search bar and see what they are tweeting. Amazon: go to the best-sellers list in your niche. What is being sold and bought at the moment. There are many many more (some ninja ways to do Google searches are out there) ways to research your customer avatar. But this should get you started. And remember, your customer avatar will, or should continue to grow and evolve. As you market, you write all your s as if you were writing to the avatar you have just created. Do this and you will be light years ahead of the lazy folk who chase the cookie cutter systems and spend their time posting fake cash photos on Facebook. Adam Lucrative List Builder Payne 12

13 13