In the world of marketing, customer analysis is nothing new. We all know the basics: understand your audience, create a product that solves their problems, and craft messaging that resonates with them. But what if I told you there's more to it than that? What if I told you there's a way to take your customer analysis to the next level, to become truly unrivaled in your messaging?
That's what we're going to dive into today. We're going to explore customer analysis that goes beyond the basics, that delves into the heart of what makes your audience tick. We'll look at the customer side, of course, but we'll also examine the you and your offering side, finding ways to position yourself and your product in a way that sets you apart from the competition.
And that's not all. We'll also explore the thinking above the thinking, uncovering ways to think about your messaging that will take it to exponential levels of effectiveness. This is what I call Unrivaled Messaging for experts, and that's exactly what you all are: coaches and personal brands who are experts in your field.
So, get ready to take some notes. We're going to start with a bunch of questions and prompts to help you really understand your customer on a deep level. It might feel like a bit of a fire hose, but don't worry - we'll build a worksheet out of it to make it easy to follow along and put into practice. By the end of this post, you'll be well on your way to crafting messaging that truly sets you apart, that makes you unrivaled in the eyes of your customers.
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Have They Invested in Products or Services Like Yours Before?
One of the first things you should consider is whether your ideal customer has invested in products or services like yours before. This will give you a sense of their level of familiarity with what you offer. If they have invested in similar products or services before, it is likely that they will be more receptive to your offerings. On the other hand, if they are new to your industry or niche, you may need to spend more time educating them about the value of what you offer.
Who is Your Ideal Customer?
Understanding who your ideal customer is can help you tailor your marketing efforts more effectively. For example, if you are selling watches, you may want to target people who are already watch enthusiasts. These individuals are more likely to appreciate the unique features and benefits of your product. In contrast, someone who has never owned a watch may not see the value in your offering.
What Are Their Fears?
Another important consideration is your ideal customer's fears. What are they afraid of at both the macro and micro levels? Are they worried about failure or never reaching their goals? Or are they more concerned about launching an offer that doesn't work or being taken advantage of by a service provider? Understanding these fears can help you create content and marketing messages that address these concerns and offer solutions.
What Do They Want?
In addition to understanding your ideal customer's fears, you should also consider their wants. What are their goals at both the macro and micro levels? Do they want to increase their sales, improve their conversion rates, or grow their business? Understanding these desires can help you create marketing messages and offers that resonate with your target audience.
Are They Abundant or Scarcity Minded?
Another important consideration is whether your ideal customer is abundant or scarcity minded. Abundant-minded individuals tend to see opportunities everywhere and believe that there is plenty of success to go around. Scarcity-minded individuals, on the other hand, tend to believe that success is limited and that they must compete for their share. Understanding this mindset can help you tailor your messaging to appeal to one group over the other.
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What Annoys Them?
Finally, it is important to consider what annoys your ideal customer. What are their macro and micro annoyances? Understanding these pain points can help you create content and marketing messages that speak directly to their needs and desires. For example, if you know that your ideal customer struggles with email open rates, you can create content that offers solutions to this problem.
Understanding your ideal customer is crucial to the success of your business. By answering the questions outlined in this blog post section, you can gain a deeper understanding of your target audience and create marketing messages that resonate with them. Remember, perfect and divine time is always. Take the time to get to know your ideal customer, and the results will be worth it.
We'll Dive into How You Position Yourself as the Best Solution
In today's highly competitive business landscape, it's not enough to simply offer a product or service. You need to position yourself as the best solution for your clients. But how do you do that? Here, we'll dive into some key strategies that can help you stand out from the competition and win more business.
Three Macro Things They Want
When it comes to attracting and retaining clients, there are three macro things they want: results, speed, and ease. They want to see real results from your product or service, they want those results quickly, and they want the process to be as easy and painless as possible. By focusing on these three things, you can position yourself as the solution that delivers on all fronts.
Three Micro Funnel Online Sales Coming In
To truly position yourself as the best solution, you need to have a strong online presence and a solid sales funnel. Three micro funnel online sales coming in are the ability to attract leads, nurture them through the sales process, and close the deal. By optimizing each step of the funnel, you can increase conversions and generate more revenue for your business.
The Ability to Split Test Quickly
In order to stay ahead of the competition, you need to be able to test and optimize your marketing and sales strategies quickly. The ability to split test allows you to try out different approaches and see what works best, without wasting time and resources on ineffective strategies.
Three Common Quotes Relative to Your Industry
In any industry, there are common quotes, cliches, or sentiments that are often repeated. However, by challenging these quotes and offering a more nuanced perspective, you can position yourself as the expert who truly understands the complexities of the industry. For example, instead of simply saying "the money is in the list," you can offer a more detailed approach to list building and email marketing that takes into account factors like segmentation, personalization, and automation.
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Where Do They Need to Be Right Now in Order to Work with You?
It's important to be clear about who your ideal clients are, and what their needs and goals are. By repelling those who are not a good fit, you can attract those who are a perfect fit for your business. Consider what stage of the journey your clients need to be in to benefit from your product or service, and use this information to guide your marketing and sales strategies.
Why They Purchased and Why They Didn't
To truly understand what your clients want and need, it's important to ask them why they purchased or didn't purchase your product or service. By getting feedback and insights from your clients, you can refine your offering and make it more appealing to potential customers.
Regularly Pull Them for New Product Ideas
As you grow your business, it's important to keep innovating and developing new products and services that meet the evolving needs of your clients. Regularly pulling your clients for new product ideas can help you stay ahead of the competition and provide even more value to your clients.
Crafting Your Unique Offering
When it comes to creating a successful business, having a clear understanding of your target audience and crafting a unique offering is essential. It's not enough to simply have a product or service; you need to be able to communicate why it's valuable and how it can help your customers. In this section, we'll discuss some key steps you can take to develop your offering and stand out from the competition.
Step 1: Identify Your Target Audience
Before you can create a compelling offering, you need to know who you're targeting. Start by asking yourself some questions about your ideal customer:
Once you have a clear picture of your target audience, you can start to develop ideas for your offering.
Step 2: Brainstorm Your Service Packages
Now that you know who you're targeting, it's time to start brainstorming ideas for your service packages. Ask yourself:
What are some of the pain points my target audience is experiencing that I can help solve?
What services or products would be most valuable to them?
How can I differentiate my offering from my competitors?
Once you have a few ideas, test them out by asking your target audience which service package they would be most likely to buy. This can help you gauge interest and make adjustments as needed.
Step 3: Define Your Unique Selling Proposition
Now that you have a sense of what you're offering, it's time to define your unique selling proposition (USP). This is the thing that sets you apart from your competitors and makes your offering compelling to your target audience. To develop your USP, ask yourself:
What makes my offering unique?
How does it solve my target audience's pain points better than anything else on the market?
What are the key benefits of my offering that my competitors don't have?
Once you have your USP defined, use it to guide your messaging and marketing efforts.
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Step 4: Craft Your Story
Your story is an important part of your offering. It helps your target audience understand who you are, what you stand for, and why they should choose you over your competitors. To craft your story, start by asking:
What path did I take to get to where I am today?
How do I help my clients along that same path?
What makes me uniquely qualified to offer this service?
Once you have your story written, practice telling it in different ways to keep it fresh and engaging.
Step 5: Develop Your Thesis
Your thesis is the concept that, if believed, will cause your target audience to want your offering. To develop your thesis, ask yourself:
What do I want my target audience to believe about my offering?
How can I communicate that belief in a way that's compelling and convincing?
Once you have your thesis defined, use it to guide your messaging and marketing efforts.
Step 6: Define Your Without Stack
Your without stack is a list of things that your target audience can get from your offering without having to deal with certain drawbacks or hassles. To develop your without stack, ask yourself:
What are some of the things my competitors require or have as part of their process that I don't?
How can I communicate those benefits to my target audience?
Use your without stack to differentiate yourself from your competitors and highlight the benefits of working with you.
Step 7: Communicate Safety
It's important to communicate to your target audience that they will be safe with you no matter what. To do this, define the ways that you will ensure your customers' safety, such as:
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Jason Fladlien's Insights
In the world of marketing, the biggest objection from prospects is not necessarily the price or quality of the service, but their own self-image. This self-doubt can hinder their decision-making, causing them to hesitate or look for other options. However, there are ways to address this concern and create unrivaled messaging that can compel them to take action.
One way to address this is by modifying your messaging to appeal to people who do not have that belief. You can use language that emphasizes the benefits of your service, such as speed, quality, and affordability. By opening a lot of loops and creating a sense of urgency, you can make your offer more compelling and increase the chances of converting your prospects into customers.
Another way to address this concern is by highlighting the ways in which your prospects can fail and still win. By offering realistic and unrealistic results, you can create a sense of safety and reassurance, even in the face of potential failure. Sharing individual results stories and trends can also help build trust and confidence, as prospects can see firsthand how your service has helped others.
It's important to also have a list of micro and macro CTAs to help guide your prospects through the buying process. Using unique and creative ways to engage your prospects, such as asking them to send an obscure emoji or DM you if interested, can help you stand out from the competition.
In summary, by understanding and addressing the biggest objection of poor self-image, you can create messaging that is unrivaled and compelling to your prospects. By highlighting the benefits of your service, offering realistic and unrealistic results, and sharing individual results stories and trends, you can build trust and confidence with your prospects, and ultimately increase conversions.
Micro and Macro CTAs for Effective Marketing: Insights from Nick Peterson
As a marketer, you may have heard the advice to make your offer a "no-brainer" to attract more customers. However, Nick Peterson, a seasoned marketer, offers a different perspective. According to Peterson, some customers may be put off by offers that are too easy to obtain. He suggests making the process slightly tricky to encourage customers to put in more effort and value the product more. This may involve creating an obscure call-to-action (CTA), such as finding an obscure emoji, that only the ideal customer with the right mindset and capabilities can achieve.
Peterson recommends using both micro and macro CTAs in marketing. Micro CTAs are smaller, low-commitment CTAs, such as signing up for a newsletter or attending a free webinar, that help build trust and establish a relationship with potential customers. Macro CTAs are more significant, high-commitment CTAs, such as purchasing a product, that require more investment from the customer.
Rachel Rofe, a successful marketer, is an example of using micro CTAs effectively. She starts her pitch by empathizing with her potential customers' fear of breaking the bank and offers a solution that starts at zero cost. She then builds credibility by sharing her own journey and how she has been successful despite failing 98% of the time. Finally, she offers a free masterclass as a micro CTA, which can then lead to a macro CTA of purchasing her product.
However, some customers may still be hesitant to invest in high-cost products despite being offered a no-brainer deal. Peterson suggests addressing this objection by creating messaging that acknowledges this fear and offers alternatives, such as a payment plan or a guarantee.
Another marketing strategy Peterson recommends is collecting client stories and sharing them to create credibility and trust. By telling relatable and authentic stories, potential customers can see themselves in these stories and be encouraged to take action.
In conclusion, while making your offer a no-brainer may seem like the ideal marketing strategy, it may not be the most effective. By creating a slightly tricky process, using both micro and macro CTAs, addressing customer objections, and sharing relatable client stories, you can build trust, establish credibility, and encourage potential customers to take action.
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There are Ways to do a Double Your Money Back Guarantee That Nearly Eliminates All of the Risk
As a content creator or storyteller, offering a double your money back guarantee can be a scary proposition. However, if executed correctly, it can result in much higher conversion rates that are unrivaled. Here's how it works:
The other brilliant thing about this is that it forces your customers to take more action, getting them closer to the results they want. Customers who are skeptical will want to be ready to take that double your money back guarantee if it doesn't work. They will start doing the work and getting the results by day four or five.
This strategy creates an exponential, virtuous win situation that none of your competitors know about or would have the courage to do. It would be a lot of fun, and you could be their insurance policy for that. The Google Sheets make it brilliant because it is not just an email. It is an unrivaled offer that is irresistible to customers.
How Do Your Customers Become Part of Something Bigger?
When customers become part of something bigger, they are not just buying a course; they are becoming a storyteller that impacts, motivates, and moves others. They are not buying sales copy; they are becoming one of these brands or companies that get their message out there and help people.
Creating a sense of identity or community is a prompt that you should always be adding to. It makes customers feel like they are part of something bigger and can contribute to a larger mission. This can increase customer loyalty and retention and create a more engaged audience.
Building assets that you can stack to make your offers more irresistible and unrivaled is the key to success in content creation and storytelling. Offering a double your money back guarantee and creating a sense of community can take your business to the next level. It takes courage and creativity, but the rewards are worth it.
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How to Use Templates to Craft a Compelling Business Offer
As a business owner, one of the most important skills you need is to create an irresistible offer that gets people excited and eager to buy. In this section, we will explore two templates that you can use to craft a compelling business offer that resonates with your target audience.
The first template is the 'You're Here' template. This template opens with a location, feeling, or annoyance that your target audience may be experiencing. For example, you could start by saying, "You probably feel like you're behind and struggling to catch up." You can then move on to your path story, sharing how you felt the same way but eventually found success by walking a specific path.
Inserting a client or avatar's path story can also work well. The goal is to show that you understand what they are going through and that you have the solution to their problem. Finally, provide a micro or macro call-to-action (CTA) that encourages your audience to take the next step.
The second template is the 'Unrealistic Wins' template. Start with an unrealistic achievement that your target audience might find hard to believe. For example, you could say, "You can get to six figures a month in your business in three months." Then, share a path story to show that it's possible to achieve the unrealistic win.
Include a without stack to explain how you achieved the win without using traditional methods or tools. Finally, provide a micro or macro CTA to encourage your audience to take action.
Conclusion
Crafting a compelling business offer requires understanding your target audience's pain points and desires, creating a path story that resonates with them, and providing a clear and compelling CTA. Use the 'You're Here' and 'Unrealistic Wins' templates to create your offer, and don't be afraid to experiment and adjust until you find what works best for your business.
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