Create an Irresistible Brand Message in a Noisy World. | Benji Wilson | Skillshare

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Create an Irresistible Brand Message in a Noisy World.

teacher avatar Benji Wilson, Social Media & Entrepreneurship

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (47m)
    • 1. Introduction

    • 2. The Problem

    • 3. The Hero

    • 4. Value Slider

    • 5. Power Of Clarity

    • 6. Buyers Journey

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About This Class

Together we will discover the answer to “What does my Target Audience want?” In this course we cover how to gear your product or service to your audience. With this information you will drive more customers to your service or products. This class is Phase 2 which is clear follow on from the Phase 1. Find Your Ideal Customers with Confidence In The Digital Age

If you want to drive real targeted traffic and save lots of time & money, then this training is perfect for you.

Understanding your customers provides you with clear insights. 

You will discover simple strategies that will allow you to cater for your prospective customers. 

By the time you have finished this course you will know how to create a product to cater for your target audience and understand their needs. You will be ready to adapt your business for growth.

Meet Your Teacher

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Benji Wilson

Social Media & Entrepreneurship



Thank you so much for visiting my profile!

My Name is Benji. 

I am a passionate creative and entrepreneur from Melbourne, Australia!

I love pinpointing the difference between what makes people successful and what makes people fail in all arenas of life and then share with you!

Apart from building and creating... I have 4 cats, I love working out, skating, playing basketball and reading. 

Be sure to reach out to us if you want to connect!

- Benji



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1. Introduction: awesome. I'm excited you're here because together we're gonna work through your brand, your business or your freelance. Corey, it doesn't matter what nature and or what you do. We're gonna make sure that you're clear on your brand messaging and you're clear on who it is. You're going out there serving so that you and we together can create an irresistible offer for them. What will look like at the end of this course is you going out there with confidence, knowing you've got a product or a service that people really, really want. And you can go and sell that without doubting yourself without any confusion around the process. There are so many common traps that people fall into when starting to create a business or brand and defining their products and services, and it really hold them back. So we're gonna make sure we free you of those shackles so you can go out there with confidence and make sure you delivering what your target audience really need. So I want to be as efficient as possible and jump into the good stuff. So I'll see you in the next lecture 2. The Problem: awesome. I'm very excited to start on the problem together. Now. It's going to be a very, very small shift, but it's gonna have massive effects on how easy creating a freelancing career business or brand, or even taking your business brand of freelance in Korea to the next level. It's really gonna make it a massive, massive progress down the road that you're already traveling on. So to stop before we jump into this very tiny but monumental shift, I want to remind you off the digital marketing cannon. And this is the digital marketing cannon, which is the process we're going through together in this digital marketing. Siri's phase one, which we've already been through, is defining your target market. Who it is that you want to go out there and actually serve and work with on a day to day level. Now, if you haven't seen this training, I'll put the thumbnail appear on the screen where you can go and watch pot one of this or phase one of this, and then she'd get up to speed with us. Now I highly recommend you just pose this video open that training in the new Link and watch it. It's only a few minutes long. It's probably about 35 minutes long and then come back and join us. Hit because this training won't make sense without it. So pretty please, If you didn't watch that, go into that. Now, if you have, however, and you know who you wanna work with and you know how to go out there and reach them online , which is what we show you in the face. One, we're now up the phase two congratulations were up to face to, and this is defining and clarifying out messaging and then bringing that into our products and services and offers that we go out there and actually deliver the value to this target market that we've identified. So phase one Congratulations. You have identified our ideal target audience, and we also know how to reach them. Phase two. And this is the tiny shift that you're about to make some very excited because once you make this shift, there's no going back and you're gonna see a lot of incredible results because this is where most people 99% of people get stuck and overwhelmed face to We have to realize we have identified our ideal audiences problem. Now write that down because it doesn't seem important out of the gate. But it is because most people spend their time looking for incredible brand ideas, product ideas, services, ideas went in reality. It's very simple and how we actually went out and learned about our ideal audiences. Problems in Phase one is we went out. Then we reach them online. And then we got them to fill out a simple survey. And the question we asked was, What is your biggest fear or frustration when it comes to your brand? Now, obviously you pop in the right question here. So whether if you're a Realtor, for example, you ask what is your biggest fear of frustration when it comes to buying your first home and you're put in Whatever ni shit is that you're in in here in order to get the problems off that niche Now this is the key, because most people they look for these revolutionary ideas and new inventions and trying to create their products in a vacuum. They locked themselves in a dark studio or a lab, and they try to come up with these new ideas that's going to take them to the next level, where in reality you simply just need to go to your audience asking what their problems are and then find a simple solution to their problem and give him it. And this is and it will go through an example cause I always love going through examples that makes a little bit more fun on this journey that were on together. So this is what most people do, that the mad scientists that Doc Brown and their in their lab and they're mixing potions. And they're trying to come up with this revolutionary idea for the industry or for that niche now, where in reality this is what we need to do. And this is how simple it is. Once you understand it, who have identified our target audience for this example, our target audience is going to be brunnis now. What's the next step? The next step is to know what problems these runners have in order to solve those problems . But we can't solve those problems unless we start with the problems. And the great thing about problems is there so objective you can literally go out there and ask them what their problems are and then give them the solution that they probably didn't even know that they needed. But first we must identify their problems. So however, you get these problems, whether you can go to these people in real life or you can send them the online survey like I showed you and Phase one, you can understand that their problems the problems off a runner, maybe hydration. They got to stay hydrated because there using a lot off how liquid and headed fuel when they're actually running. So they need to replenish that uncomfortable clothing. They want to make sure that they can run and feel good and not have chafing law, anything rubbing anyway and inefficient shoes. They want to make sure they get the best workout with the roof on the best muscle groups and get us fire. It's possible when they go for a run. Now, these are problems that you can go and you can ask them and they may say, Yeah, you look my waistband. Online pants always rubs on my stomach, and I'd love some more comfortable clothing with a title way so it doesn't rub, and my pants enfold. And when I run and then this is your job and this is how easy it is, it's simply to create a product or a service that solves those problems. And that's what the big businesses and big brands out there do. They simply take problems that already exist in the world. They don't manufacture these problems, but they dio and they see what the problems already are, and then they simply create solutions to them and how we do that. And the best way to do that is simply to ask them what their problems. So unless you're some live examples that I've personally done in the creation of this course, so I'm creating this digital marketing course in order to connect people with talents and skills through their audiences and actually sell them products and services and get clients and make everybody happy. Now in this, this is the actual survey that I asked people who were interested in taking my digital marketing costs such as you. What were their biggest fear or frustration is when it comes to starting in the digital marketing world and creating their brand Now. I had a misuse trainer, uh who filled this out So they go and they train other people into becoming misuse is. And it's a weird word. I think that's a plural off Mrs. But basically this person, they train other people to become misuses and their misuse themselves. So what is the biggest for your frustration to becoming a misuse trainer was the question I asked them. And what is your ideal outcome in becoming a misuse trainer? This is the question that I posed to them, and they said, It's hard to get consistent clients as a freelance mr Straight up so that going and their training up people individually in order to get them to become a Seuss's, and they're charging them money for this service. The ideal outcome, which this is important because this is literally the solution to their problem. They're actually creating the product or service that I need to create for me. They're saying they would like to transform their clients through consistent work and make good money so they want more consistent clients in order to make good money. So the solution to a product who gets that gets sold to this Mrs Traynor would be something that gets them more consistent clients. And then my job is to go figure out. How do I get this personal consistent clients package that into a product or service and then sell it to this person, which is essentially want? This digital marketing course is now He's another one, a little bit of a simple one. If that one was, ah, little bit too many layers to it. This is a youtuber. So I asked him what the biggest fear frustration is when it becomes to being a youtuber. And then what is your ideal outcome with your videos on YouTube or what is the ideal outcome to this problem? So remember, before I show you what these are, I'm asking them what is their problem? And then what solution would you like to see now? It was a YouTuber, and they said that the biggest fear, frustration when it comes to being a YouTube was spending so much time on the video editing side instead of the stuff that they love, which is designing and creating the actual content. Now they're ideal outcome for this would be to be able to make twice amount of videos and half the amount of time so they don't have the waste time editing. So this should be a light bulb moment. If you're a graphic designer or if you're a video editor or if you do animation or anything like that, this could be your potential target audience. You could go out there to all the YouTubers who feel the same way as this person, and you could tell them that you know their problem. You don't They don't like focusing all that time of video editing. It's not what they like to do, and it slows them down in making more videos and doing what they love. And the service that you would then offer them would be a video editing service that saves them a lot of time and a lot of hassle and gets their video quality even to the next level . So this is how we confined that product and service and crystallize that into something they want is because we first asked them what their problem Waas. Now he is a very generic example, but a very common one as well. So if you were a personal trainer or you help people with health, you go to your weight loss client and you ask them what's their biggest fear of frustration when it comes to losing weight? And then what is the ideal outcome with their body Now? The example here is the biggest fear of frustration. Was yo yo dieting? Well, so not being able to keep the weight off and the ideal outcome was to lose a certain amount of weight, however much weight they needed to you toe lose and never put it back on again. So you can see we've identified the problem. There will be millions of people who would have the same problem as this person. So if you are a personal trainer, you will see this often. We identified the problem first, and then the solution how we package your products and services, what is going to help them actually achieve this goal and then you package it and I'm gonna show you exactly how to package it so that it really connects to these people and they really excited to jump in, and you know exactly how to deliver the service and the products that you're offering. So let's jump into the next lecture 3. The Hero: awesome. So now we're gonna talk about the hero. We already know what our customers problems are, but now we have to start to present them solutions. And the unfortunately, or maybe fortunately, you just depending on how you take it is that we are actually not the hero. Me and you, we're not the hero. So, for example, in this digital marketing course that you're taking right now, I'm going to give you an example of what it means for me to be the hero. And then I'm gonna show you what it takes for me to be the guide, and we're gonna want to be the guide. I'm gonna show you in this example here. So this is me. I'm standing on the streets of Rome. My mom took this photo from a couple of years ago and I have yellow Benji and Purple Benjy , this is really Anyway, I wanted it could differentiate between these two photos, and we're going to do a little drill and you're going to go and you're going to see that yellow Benji has a service or a product at which is helping you with the drum marketing and purple Benji is also going to have a digital marketing product that's going to help you in this way, and you're gonna tell me which one you'd prefer toe work with so yellow. Benji's up first and yellow Benji says that he is. His mission is to empower you to consistently reach and convert more high paying customers in your niche. That's his pitch to you, and you're probably thinking, Wow, that sounds pretty ideal. That's exactly what I want. Now Purple Benji's like, Well, I can do you one better and he comes in And he says, I've created many super successful businesses over the last 14 years of entrepreneurship, and I am very smart. Now this is the hero. This is hero Benji coming in trying to show you how amazing and heroic he is. This is Guide Benji, showing you that you're the hero. This is your customers. There's a your niche. This is your time to shine, and I'm just here to empower you and to guide you. And this is where most people also go wrong. They try to be the hero off everybody else's journey, when, when and if they wanted to have the most success with their niche and their products in their services. You need to make sure that you're seeing yourself like yellow Benji as the guide, and this is evident in all stories that are interesting. You have a, uh, Luke Skywalker, who is just a guy I've never seen Star Wars of. This doesn't seem 100% accurate. It's because it's my interpretation of Star Wars, but is a popular one that I thought most people might know. But you can do this for any story, but you basically have the wanderer they want. Who wants to achieve an outcome. This is the soon to be hero, and they need to stop with the label of the hero, even though they're not there already. And what you are in whatever products or services that you're offering, you're simply the guide. Your Yoda. You're the one who's going to train this person up and give them the glory in order to achieve the account at the goals that they want to achieve. So you can see this is a good representation. This is you with your products and services, and this is your target market. You're gonna be on their back, helping them achieve their goals and it needs to be phrased this way needs to be phrased to show them that they are the hero of their journey. And they're going to be so excited toe work with you because they know you have a lot of knowledge. And there you have a lot off things that they want. But they are always going to want to be the hero. And that should be this way because essentially, when they take action and get the results, they are the hero and you're the guide who got them. They're like, I'm the guide in this course and you're the hero and I take no credit for your business. Is your brand your freelance and career whatever you want to use this knowledge full. I'm just here to empower you on your journey, So let's see what that looks like in some traditional media and using some bigger examples here. So this was a BMW ad in the 19 fifties, and you can see it says the ultimate driving machine was the ad copy here. Now, is this hero BMW or is this guide BMW? If you can think back to hero Benji was the one talking about how amazing Benji's and guide Benji was talking about how amazing it is for you now. This is clearly hero BMW BMW, saying that Al Qaeda is the hero, and that's why this is a 19 fifties ad advertisement. Because this is outdated. These days they do something more like this. They become the guide. They call it a foster peace like a masterpiece, which is sort of the hero. So they're still in the on the line here, but designed for driving pleasure or designed for your driving pleasure and now starting to talk about you and how you're the hero and have their just creating the cause for your pleasure. He is a good one in the banking industry. TD Bank, America's most convenient bank. They're saying they are talking about them so this once again, more on the ball line will get into the clear examples. But I just wanted you to be able to distinguish between them. They are talking about them specifically, they are the most convenient bank. However, convenience doesn't serve them. The more convenient they are, the better it is for you. So you are the focus off them because they strive to become as convenient as possible for you. Now Apple have revolutionized advertising in the way that they really started to create instead of IBM. We're big in showing you what their computers looked like. Dell what their computers looked like. And they're when they advertise the next computer. It was what they look like and how good the computer waas apple with the 1st 1 to come along and get rid of the actual computer in advertising. And they had the slogan Think different and that had nothing to do with the computer it had to do with you and what the computer empowered you to do. And here's the one for the iPod. So in the early two thousands say hallowed iPod 1000 songs in your pocket so you can see you're the hero, and this is just helping you get a goal. 1000 songs in your pocket, which was unheard off. That is all about what you get out of it and not know how amazing Apple is for creating it . So here's a little project for you. I'm gonna go through some more examples with you to make sure you get this crystallized cause if you can crystallize this and you can crystallize the loss lecture, you're going to be an absolute champion out there and you're gonna be very clear and get some incredible results. So by the end of this lecture, I want you to design a hero centric slogan for your products and services, which is the one that we don't want to use. You don't want to be the hero. You want to be the guide. So we're also going to design a guide center exploded slogan for your products and services . Now let's go through a couple of examples together to help you out just a little bit further. So this is a restaurant you can see. The big X at the top means No, this is not what we do the best restaurant in town. If that is the slogan of a restaurant, you're gonna intrigue some people. But once again, you're talking about yourself. You're talking about how the restaurants the hero, not the guy that gets you the goal that you want to achieve with the feeling you want to achieve. I bet a slogan for this restaurant, which is the guide centric slogan is a meal that you will remember. You can see much better. Here is one that is an anti aging cream America's best cream formulation. You could see a lot of people do this. Talk about how incredible their product is instead of talking about Okay, what is the person's problem? What is the person's goal? Our cream will guide you to achieve your goal, and you'll take all the glory. So restore your youth. You can tell the ones that are more guide centric. Always have the wood your and they're talking to their target audience. Uh, here is if you are, for example, a Realtor and you're talking about advertising this home, you could say, Here is an incredible house. Okay, there's a big exit atop because that's very hero centric. The house and the Realtor are the heroes here because they have an incredible house. However, where they want to make their actual dream audience in their target audience, the hero they can switch it to something like the home that you dreamed about now of a sudden, it's part of your dreams, so I want you to go through this example together. Haven't knit labeled which one's wrong and which ones, right? As a little project. And then we'll jump into the example for you, and we're gonna make sure you have a hero centric slogan that you are going to stay far fire way off. It's gonna show you what not to do. And then we're gonna reverse that hero centric slogan. Because sometimes the best way to get a guide centric slogan is literally reversing. What? The slogan would have bean before you understood what the target Orien actually wants. So for this one here is to slogans for the same product. You're gonna tell me which one is right, which is the guide centric, and we trying is wrong, which is the hero centric. So the healthiest start to your day. It is a breakfast juice, and it's a breakfast juice company. So if you have a breakfast use company, this is perfect for you. If you don't remember, you can adapt all of this to your nation. No matter what it is that you do out there. So the healthiest start to your day or taste out delicious and healthy smoothie. Which slogan is better for this breakfast movie company clearly it's someone that talks about the customer. The healthiest Start to your day solving the problems. I need a healthy alternative, something to eat in the morning or drink in the morning. That's going to be really good. Kick start to my day, Mrs What they're fulfilling this is the healthiest start to your day. This is talking about how incredible them and their company and their brand is, uh and you can partake in it if you want very hero centric. So you're gonna now design a hero centric slogan for your specific niche and your specific products and services, and this is what we're going to stay away from And then you're going to design a guide centric slogan, something that's gonna help people actually achieve the results they want. And this is the thing that you're gonna focus on. You're gonna take this messaging out there to the world, and people are really gonna love you and connect with you through this and you're gonna have so much more success 4. Value Slider: excellent. You're doing really well. Now, you now know that you need to identify your target audiences problems. And then we're gonna have to present the solutions to their problems as your brand messaging your products and your services. And now the distinction we have to make is that we need to know that all of your customers problems are gonna be different sizes. And by the end of this lecture, I'm gonna show you what to do about this and why it's important. So the question is, what is your customers? Biggest problem. Your customer for your target audience, no matter who they are, no matter what nature in, they're going to have many, many, many problems. But each of these problems are going to be different in size. Now what? I mean by sizes, I mean, basically a stronger pain point. A stronger need to have it fixed now. Bigger problems and stronger pain points have a higher solution value in the marketplace. So what? This essentially means I'll use an example cause we love jumping into examples together. This is little Timmy and little Timmy's fallen over and he scraped his knee. Now little Timmy could be a target audience for somebody on, and Little Timmy's problem is that he is injured and the injury on the accounts of all injuries is pretty small. You know, he's problem is pretty small. It's just a gash on the knee, although to me is a little bit of wounded. Moment. Hence, the tea is coming out. But it's in reality, quite a small problem. And what would Timmy need to do to fix this? He, simply, apart from getting a hug, needs a band eight and a band AIDS. Market value is probably about 10 cents. You know, if you're paying more than 10 cents abandoned, you're probably should not be someone. Somewhere along that supply chain line, you're getting ripped off. So I go back and figure out wet and going by your band AIDS from a supermarket, whether about 10 cents. And that's because teams problem. It's quite small and therefore the actual value in the marketplace to solve that problem is also gonna be quite small. Now, Timmy now has a very bad illness. I don't get too morbid here, but he has quite a serious illness, and he could be long term very, very gonna say what? Illness? It. I'm gonna make up an illness here because I don't want to be moment, but he could have very bad long term consequences from this illness. Now the nurses to me, don't worry to me. Simply take this one pill. And there's a lot of illnesses that are like this. Take this one pill and everything will be better, and you'll have no long term consequences at all. Now, this is a much bigger problem, and therefore this pill is the solution is a much bigger solution. And you can pay hundreds of thousands of dollars for some of these in the medical world. Because literally your life depends on where the Band Aid is. Only has a 10 cent market value, something that's more critical and a bigger problem is going to have much more value. So the bigger the problem, the more valuable the solution to the actual person has that problem. And now the more valuable the solution, the more value normally money is going to be paid in order to get it Now. This is important because we don't want you finding a customer problem that isn't big enough to actually make a living off. So, for example, this is the solution of a doctor in this example of introducing here a what's called a spectrum. It's a pain spectrum. How much pain does that problem actually cause? And therefore, how much value can the solution actually get from it? So we don't want to be solving the world's smallest problems, But if you go out there and some of your customers biggest problems, you're going to see the value exchange and be very, very well compensated for that. So where along this spectrum and I'm go through, some examples are the pain points that you're going to solve. So when you're creating a product, you when you're creating a services or even if you already have them, you want to take a look at them and give him a little bit of an audit and realize there could be bigger problems that you could be solving. And when you do solve those bigger problems, you can get more value back in return for them. So this is a doctor you can see at any point on this spectrum. You know it's not finery. It's not Band Aid. On the far left a small problem pill to solve health issue on the right big problem. It's going to be a spectrum along the way, and that's what I want O make you aware of is just where are you on that spectrum? So for a graphic designer on the far left on the low side of that spectrum, you could be a professional touching up photos. Now that is not that big of a problem. You know, removing a couple of dots from someone's forehead is not that much value out there in the marketplace. However, if you take your graphic design talents and you design high end corporate lagers for big businesses, who this is going to be the face off their company and you're very good at it, that is a big problem that you're solving because there's lots and lots of businesses out there. You need a very professional and good looking face to it, and if you can actually create it like this really cool looking geometrical lion, you're gonna be compensated a lot better. Then you are if you're just going to be touching up people's photos, which more people really know how to do, and it's not solving that big of a problem at their at least in the marketplace. Another one, if you're a photographer, one of the best things to do as a photographer, and I learned this living in New York for a little bit with friends who are inspiring actors is headshots taking headshots of inspiring, act aspiring. I should probably say actors and actresses was ridiculously expensive when I lived every few years ago was like 600 to $1000 to take a few headshots, and that was unreal to me. But you can see that there are pockets in your target audiences in these niches that I want to make sure that you discover all options before settling on just any random problem. Because on the far left of this, if you're a photographer in your bird photographer, it's going to be hard to really monetize that and take that to your target audience and get a lot of value back for that. So you want to be picking the problems that are going to be compensated in the best way, which means they're the problems that are the most valuable to fix, which means that the biggest problems that people have is another good real estate one. Ah, lot of people do real estate appraisals for free because one they want to know anyone who wants another value. That home may be interested in selling it, but also, you know, people aren't going to pay that much for an appraisal off their house. It's very easy to come by, and it's not that big of a problem. But if you want to sell your house, that's when you have to start giving up a percentage of your house. Maybe one, maybe two. Maybe 3% of the final sale price. Selling a house that much bigger problem than getting an appraisal on your house, so make sure whatever it is that is, you'll business. And whatever it is, that is your niche. You're solving the biggest problems and therefore not only getting more customers because you can solve these complex problems, but you're getting compensated for it. So I want to make sure that you can identify along the spectrum in your niche. No matter what your niche is, you're gonna have your target audience is going to have problems that you can fix for them and along the spectrum will. Each problem will lie. So I want you to do four problems that you can either go on, ask your target audience about or that you inherently know and you want. I want you to place him in order along the spectrum based on how much compensation each one of them gets, and therefore you can make a more informed decision on your packages and your products and your services based on what you're going to get back out of it. Now, the last thing I want to touch him before we talk about probably the most important lecture in this whole entire model is Don't forget about your passion. If your passion is appraising homes and you hate selling houses, don't sell out for a little bit more remuneration. Make sure that you are doing what makes you happy If you love bed photography, even if it's low on the scale, go and do bird photography because your passion will make you more consistent and excited by it, and you'll figure a way to monetize it in the way that you need to. But don't sell yourself out here. Just realize where you are on that spectrum and see if you can make the ones that are the bigger problems out there in the world. Make them more enjoyable for you to solve, and therefore you'll be able to go charge a lot more and get a lot more value from your customers and your target audience because of it. 5. Power Of Clarity: awesome. This will probably be the most powerful lecture in this training. This is talking about getting clarity because clarity is power. If you can have as much clarity as possible about what you offer, which is, of course, what people need, remember have proven to make our offer based on what people need. You're going to have a very, very easy time out there. Here is the motto. If you confuse, you will lose. So if you're gonna confuse any of your future target audience or any of the future customers or clients, you're going to lose them because they don't have time to do with that confusion. They're going to go find one of your competitors who actually just much more clear and what it is they offer. And they're going to go with them to save them time, even if you have a better service. So he is a great example. This is a Bloomingdales ad, I believe, and it was rated one of the worst advertisements of all time. On its you can see why spiky best friends eggnog when they're not looking. Uh, I know it's confusing is very confusing, and we are going to vouch together not to be like Bloomingdale's. We're not going to spike any eggnog. Instead, we're gonna figure out why these people do fail. Why brands do fail and then do the opposite so we can have the best result possible for you Now has two reasons why brands fell one we've already learned about. They make it about themselves and not about their customers. Remember who's the hero of the story. That's your customer. That's your target audience. And you are Yoda. You are the guide to get them to their goal. Now. The 2nd 1 is obvious that too fluffy, and they make it really hard to understand what it is that they actually offer. So you need to make sure that you're not doing any of these for your business or your brand , but you. First, I incredibly clear it, what it is that you stand for and what you products and services offer and therefore that will translate to your customer into your target audience. And they also will be very, very clear. So here's another really good court. The court is that people don't buy products. They buy the products that they can understand the fastest Advil. They're gonna solve your headache. Very, very simple. If you understand that, then you're not going to go. And you're not going to see this magical headache. You're on the shelf. That's not Advil. And, you know, they got really complex packaging. But Advil next door just said so. Vo Headache. You're gonna buy the Advil, the one that you can understand the Fossas, even if it's not as good off a product, which is where a lot of artists and creatives sort of get stuck. So in order to get past this stuck nous at the stickiness, we're gonna do the five second test on your brand and on your products. So five second test is three questions. When you look at your products, really services or even your instagram or even your website or the email outreach is that you're doing or you look at any brochures or pamphlets that you might have, you want to be able to answer these three questions in five seconds. What is it that you're offering? How does it make your client's life better and how do you get it? Because in the old customers head there the questions that they're actually going to be asking when looking there. So we're gonna do a few examples of this together to make it very clear and then bring it back to your nish and bring it back to your brand. But I also want to say that we're starting to touch on Phase three here, where Phase one was identifying a perfect target audience. Who we want to serve face to is identifying their problems. And coming up with solutions to them than Face three is simply communicating to your target audience that you have the solutions to their problems simply getting the distribution to get in front of them and let them know with confidence that you can be solving their problems so we'll get into more face three in the upcoming training. But the moment we're just going to start to touch on that as well, advertising our phase two products and services, which have created around out target audiences problem. So a misuse if you are a masseuse, not amiss. Misters trainer. That was the old example, which I think maybe had one too many lays to make it clear. But if you're a misuse and you're free lunch and you go door to door and give people massages. Your biggest problem is probably getting consistent clients as a freelancer. Now, if I was marketing to you, I know your language. Remember, you're the hero. Were using your language specifically. And I'm gonna get very clear about what it is that you want and therefore what it is that I offer. And he falls to make a website with the five second test, remember? What do you offer? Hasn't make your life better. And how do you get it? You can simply see this is a mock up of a website that I have created. If I train massage, misuse is to get more clients. I would say get more massage clients because I know that that's what you want consistently , Philip, your calendar with high paying clients get started. You know what it is that I offer? You know what it is that benefits you, and you know exactly where to get started. Very, very simple. And you want to make sure you're running this test on all the brands that you're coming across. A lot of them will pass some of the moon, and then you want to make sure that you're running this test when you're finished your website, when you're finished your instagram post or when you're finished any of the Berkshires, a pamphlet anywhere that you are directly communicating your products, services and brand messages to your ideal audience. You wanna keep performing that test on it to make sure that you're getting across those three things. So once again, just to remind it before you in the next example, what do you offer? How does it let make my life better? And how do I get it? That's the questions that the customers answering. So we're gonna put ourselves in the customer's shoes so we can answer them. So the video editor was thesis condemned example. So YouTube a. Who's after a video editor? And if we're freelance video editor, we're gonna be reaching out to these. YouTube is mom, but this is the start of face three, where we start to communicate what it is that we have to offer, and we're gonna be reaching out to these people using a lot of different strategies. One of them would be cold emailing, so we know and we can remember the biggest fear and frustration that the YouTube has had because we asked them was spending too much time editing and not doing what they love. And then the ideal outcome was to increase the capacity to make more videos and also not have to waste time doing things that don't like. So if we were to reach out to a bunch off YouTube is, this is a good mock up that has the three question five second test answered. So is an email helping you create more high quality YouTube content. You'd send this out if you are a video. ETA to hundreds of your trip is that you would be interested in working. Hey, you trouble. I love your YouTube content. I'm actually professional video editor. I want to help you spend more time creating content and less time editing. Remember, we're using their words and immediately within the 1st 5 seconds, the YouTuber who opens his email knows what they're going to get from it, and they know what you have to offer. I have six is of training, and you can see my portfolio here. That's what you have to offer. You want to make sure we do sometimes talk about us because we need to show them that we're a good match and maybe we're not. But we need to see for a good match. Together, we can help you make twice together. I can help you, I think is about terminology. Help me make twice the amount of videos in half the time without sacrificing on quality, because that could be one of their big question marks that I want to get an editor of the quality drops that make sure we understand what they're going through. We're going to understand their world. I'd be happy to start working for free for the 1st 3 videos to show you what we can achieve together. It's an example that we're gonna talk about in Phase three, is giving as much value as possible out of the gate in order to pique their interest and start to get these contracts, then to start to charge. She's bench very, very simple, and it answers those three questions. So last one, ah, weight loss clients. So if you want to get our personal trainer are your fitness or you can even do this with emotional fitness or whatever it is that your nations member, all of these are going to be relevant to your niche. And we're gonna get more mawr specific based on what it is that you do and what it is that your knishes so we can help you as much as possible. But this is an example that you should be able to pull from all of these examples. And when we start to go out there and reach out to our target audience, which will do and face three together, very excited to that with you, you can actually know what we're doing. So as a weight loss client, I start as a personal trainer or someone who works with weight loss clients. You know that they get stock keeping the weight off, and the ideal outcome with their body might be the lose £40 never put it back on again. Now, if you would have run an end, whether it be a Facebook ad Google ad and on YouTube, any ad and the platforms are going to come and go and change. But you can go out there and reach your target audience instantly or whatever it is. The platform off choices whether in 2030 2040 2050 it doesn't matter. The platform's gonna change, but you're always going to be able to reach your audience using the current days platform. So in this example, we're going to use that Google ad for people who want to attract more weight loss clients. And it would be phrased like This way losses should say weightless. I'm low attention to detail, but you can understand weight loss. Lose £40 keep it off for life because we know that that's what I target audience wants to do. We're using their words, and we're showing them in the five seconds they have to judge what it is we offer and what they get out of it and when using their words and making them the hero when we do this, if you're sick, you're here. You're dining and ready to lose weight and keep it off for good. Then click this link to learn out proven method. But they know what they have to do. They have to click the link with help hunters. People want just a little bit of social prove, adjusts and don't lie. Don't ever lying. Ad copy because one we don't wanna be bad people. And two, it's gonna catch up with you in the long term on and be a three. We don't wanna be bad people, so make sure that you're always honest and it's always more people connected. The more when you're more honest as well, you're not trying to showboat and make things up. But if you have the start of the journey, own that and people were really embrace and want to help you. So even if you have no clients, you could be I'm looking for my first client. I'm willing to do it for a very significant discount or even free. And people are gonna connects and never lie. But that is a bonus. A little teaching here and you can see that we're using their words were making them the hero and they know what we offer. They know how it makes your life better, and they know how to get it. So when you're doing yours that the quick test to come and do is 35 2nd test to make sure that you are very, very clear. If you're not clear, you need to go and spend time thinking about it. You need to go and see what your competitors are doing. You go back and visit people's problems and not try to solve the entire world's problems at once. But have your problems. So I have your products and your services solve just one problem a lot of time when people aren't cleared because they're trying to do too much at once. Go find the biggest problem that your target audience is struggling with. Make it into your offer and then communicate that we're gonna work more on this in face three to your target audience. But you can see that this brand messaging product, your services and your offers will be everywhere that you start to put out content and Maurin that which I'm very excited. I hope you really do stay with me for this cause this is some really groundbreaking next several things that's gonna take you to where you want to be. So I'm very excited, and please do make sure you take phase three training, which is just off to this face to, but for now I want a capital Phase two with a very, very important point 6. Buyers Journey: awesome. You doing so well and I'm excited to round out phase two here. Now, we a once again going to start to touch on this phase three, which is the most exciting phases of the mall. This is where you actually get to go and start to put yourself out there and let people know about your off. But let people know about what you stand for. Your brand messaging let people know about your products and your services, how you can achieve how you can help them achieve their goals that there really had problems with, because this is how we're getting these solutions and these services is finding what problems they have already. So face there, he's gonna be really exciting. There's one thing I want to point out before we jump head on into phase three, and this is the three stages off eight bio or a prospect. So you've got an awareness, a consideration and the decision. Now we're going to keep coming back to this in face three because people think that they can change the world in a day when in reality we're going to have to start educating our potential clients and potential customers, depending on where they are in the buying process. I just want to touch on these here so that you understand, and then we'll jump deeper in them in phase three. So Stage one is awareness. Now this is where the prospect or your potential target audience is experiencing and expressing symptoms of a problem, which is an opportunity for us to solve, and they might probably not have a name to it. They might not even know that they have the problem, for example, a youtuber like we've been using in this module. If he's spending a lot of time editing, he thinks that could just be part of the process, just something he doesn't like to do. But he doesn't realize that it's a problem that can actually be solved. So if they're not in the awareness stage in your running ads on how I'm a video editor, I'd love to help you out. They're gonna be like, uh, I'm not actually or whether this is a problem that can be solved where if they if you stop talking about how most you troopers don't realize it's a problem that can be solved and how they get that time back and how they get even high quality videos. That's when you start to push them into the second stage, which is consideration when you give it a name. When you tell them it's something specific, then they can actually look. They tend that made it a tangible problem that they can then go and seek a solution for, and then once they have a tangible problem, is to find in the head. The decision stages Stage three, which is where they know they want a solution, but they don't know exactly which solution is best. And this is the stage where people actually make a commitment and a decision to buy. And this is where we want to have educated out buyer that you are the best guide, the higher you, your products and services will get them that goals that dreams and the results that they want the best because we're being with them at every stage. And it's gonna be really fun identifying who it is that you're pushing along these three stages like we did in phase one, Phase two, making sure we are very confident in our products and services that we have to offer them like we did during this phase two. And then now we're pushing them along from wherever they are out there in the world using those platforms in the digital marketing cannon like this. These the platforms that are currently working, that you're gonna go out and reach out to these people through this is the distribution. This is how you connect your products, services and your target audience. And you have to realize within those phases within phase three, where you're connecting the two, there are three stages, and we're gonna break them down one by one. And make sure you can go and you're empowered to go out there, find your target audience, know that you have the products to help him and actually know the strategies to get them from where they are now to buying your products and services and achieving debt goals. Using these three stages so very excited jump into that together. So let's go and do that now