Ultimate Step-by-Step Guide to Define Your Ideal Customer, FRED

What We’ll Cover…

• HOW to define your FRED in a way ATHENA can use it for content creation
  
• WHY you want to define FRED to get super-specific niche content
  
• TOOLS to use to define the Avatar quickly
  
• Lot’s of COOL insight
  

Why is it important to focus on one person at one time? How does it relate to Niche?

• First, let’s make it very clear that we’re focusing on one person at one time, okay?

• What is a niche? Niche is the person. This person has a lot of attributes. This person is someone you want to know more than themselves. You can take this person on a coffee date. If you can’t take this person out on a coffee date, then it’s not a niche.

• So this is a real-life person. They have emotions, dreams, desires, feelings. They have troubles. They are worried. They have suspicions. They have interests. They have groups. They have failures. They have a lot of things going on. This is actually a person.
  
• So what we’re going to be doing is we’re going to be filling out this person vector.
  
• This will create our data and research entry point to train Athena to create a smart semantic knowledge graph and representation of ideas and concepts that can be used for content creation like blogs, sales pages, emails, and long or short-form social media posts.
• PS: Please don’t get carried away and feel overwhelmed. Since the launch of CrawlQ, we have been hammered for asking basic business questions like the Single Big problem you are solving? But we have come along a long way and now divided the research into Seed Level I and Level II. With 8-9 basic questions, the Athena is trained to deeply research and create smart semantic knowledge. More simplified steps will be released shortly.
• We will cover this in more detail in the later posts.

Is Customer Avatar the same as this niche which is a real-life person?

• A customer avatar is an abstract version of this real-life version of a niche. You can get into so much detail here about why you must map out the customer avatar and why it’s so important for you to be very specific.
  
• But the scope of this section is very hands-on. If this is not yet clear, I will encourage you to stop and check all references out there why it is so important to start with one niche, one persona, one customer avatar, your best friend FRED (Fear, Results, Expectations, and Desires) as Jim Edwards in his books Copywriting Secret mentions.

Why Do We Need To Define Our F.R.E.D?

• Need to know the words FRED use
  
• Need to know what’s on in FRED’s mind
  
• Need to know how to “plug into” the conversation going on inside FRED’s head. You need to know what’s going in FRED’s mind better than he does.

What is the “Secret Code” To Your Audience’s Brain!…?

PQR2: Problems, Questions, Roadblocks, and Results

Where and How To Find PQR2 For Your Target Audience Avatar?

• Go to CrawlQ Market Research and Resonance Feature and research, research pain points, fears, emotions, etc.

CrawlQ will take you step by step through defining Niche, Niche Semantics, Niche Demographics, Niche Psychographics, and serving up with the copy that emotionally captivates your target audience.

 

Step 1. Create your workspace and associate a domain name with your workspace. The name of the workspace can be a business idea. The domain name can be your own website, competitor website or if you don’t have a website yet, just put https://example.com.

Step 2. Once you create a workspace, you are directed to answer some initial onboarding questions. This is designed on purpose to force you to think about your FRED, the person you want to go for a coffee date with.

1. What is your Name

Provide the name of the decision-maker, business owner, or founder who will be signing off the emails and content briefs.  

2. Define your Niche

Let’s get started to learn Athena more about your Niche.

Think of Niche as a real-life person. Let’s call him FRED. FRED has fears, FRED wants results, FRED has expectations, and FRED has desires.

So your Niche is a person. Think of a Single Person from your Network. You can take this person on a coffee date. If you can’t take this person out on a coffee date, then it’s not a niche.

For example

My primary Niche target buyer persona is…

Craft and art students who are looking for new careers in Digital Technology

Or Homeowners who are looking for insurance to protect against financial risk.

Remember we are talking to AI, so we need to teach it not only one side both dimensions of a niche. Niche as the business idea “Digital Technology” as well as intended target audience “Craft and art student” so that AI algorithms get very specific inputs.

3. Define your Sub-Niche

My Sub-Niche target buyer persona is …

(Example: Craft and design students who want to increase their creativity and are trend spotters and interested in additive manufacturing trends.. )

Going Broad is a BIG MISTAKE

How to find Niche within Niche?

Look for the sweet spot.

Look what problems your potential customers have and what solutions they desire. The most practical way is to identify a sweet spot between your skills and your audience’s needs.

A sub-nic, micro-niche, or niche within a niche are all names for a smaller segment of a niche persona.

For example, if you want to generate leads in the “insurance” sector, you’d soon find that talking about insurance to your ideal persona is too generic. You would like first to understand your buyer persona’s needs. Example of Sub-Niche

• Young couples who are in the 30th and want to increase their Health insurance cover
• A salaried person who earns less than 30k per month and want to build a pension plan and life insurance cover for retirement
• First-time car buyers with no accident history looking for a cheaper car insurance

Do your research into these sub persona niches and see which is your sweet spot where the supply of your product and services intersect with the demand created due to mass desire and problem pain points of your specific persona, the single person you started your research with. And, once you’ve chosen your sweet spot, break it down again to Micro-Niche.

4. Define your Micro-Niche

My Micro-Niche target buyer persona …

(Example: Craft and design engineer interested in buying and selling 3D printing models, design plans, interested in additive and subtractive manufacturing, rapid prototyping looking for an affordable 3D printing software. )

You’ll be far more successful if you drill down to a micro-niche within a broader market by selling products, services, and information products like coaching.

5. Define your Industry Vertical

Within the broad industry, you need to find a specific vertical applicable to your product or services. My industry vertical is For Example: cloud-based Software-as-a-Service solutions

6. Define Ideal Prospect Overview

My ideal customer is my niche (2 parts: WHO they are, What their specific situation is, What is their Problem plus WHAT they WANT or DESIRE). This is your Niche. For Example: Chris Perillo is a 27-year-old student in the final years of my second Masters. He is constantly improving my skills to make models, improve existing models, and test new ideas. He is always on the lookout for new things. He is a creator, geek, vlogger, nerd, dad, loves star wars, Lego, Seattle Retro, and has a great interest in 3D printing, and he desires to have his manufacturing unit. He is searching for the most profitable 3D printable designs and models.

7. Your Website Domain Name

Write the domain name of your primary website for which you are doing the Market Research and Resonance Project. E.g., https://www.yeggi.com/

8. Your Company Legal Name

Write the legal name of your company

9. Main topic of interest

What is the Main Topic your ideal buyer’s persona is most interested in and they will be able to make emotional connections with your product or services? E.g., Best Software for 3D Printing.

Main Topic of interest is a very important variable which instructs Athena to collect relevant data from different sources. You can also use SEO and Keywords tools or Search Intent Discovery inside CrawlQ.

10. Long Tail Topic 1

What is the Long Tail Topic derived from the Main Topic your ideal buyer’s persona is most interested in and they will be able to get answers for their search intent relative to your product or services? E.g., What types of files are used in 3D Printing?

11. Single Big Shocking Statement

Start with “Did you Know. Provide some shocking results and statistics.” Think what many people believe in x but the truth is opposite of x. E.g., Did you know that it is very expensive to break into the 3D printing industry if you have little money or cannot find a job in the industry? It is hard to find someone to offer the hands-on training needed to get started with 3D Printing

12. Single Big Emotional Payoff

Complete sentence: And in the end, all of this means I’m now able to….. Take these as E.g., spend time relaxing and doing the things I really enjoy. For example: Spot a new trend with 3D printing to create a million-dollar business.

What SEO approach should we take in defining the Main Topic of Interest?

If you have no concrete idea who could potentially be your FRED, you should first research more about your business idea, i.e., “Main Topic of Interest” (e.g., 3D Printing).

Step 1: Go to Spying Wizard and Enter the “Main Topic of Interest,” e.g., ‘3D Printing’

You see the screen with the button “Unlock Insights.” Press this button, and you will see that it provides you insights on what questions, suspicions, mistakes, and benefits your target audience will have about 3D printing.  

This really forces you to think about the target audience, their ideas, benefits, questions, suspicions, etc.

On the other hand, the variety of the semantics and psychographics modifiers delve deeper into the main idea. For example: “3D Printing Suspicions”, “3D Printing Benefits,” etc. This is designed to help you think and broaden your initial understanding of your “Main Topic of Interest” and steer you in the right direction. You can also observe statistical search trends if available from Google Trend.

You will get an in-depth idea of what your target audiences might be interested in with your “Main Topic of Interest.” You will get more “talking points” around their suspicions, mistakes, questions, benefits.

Step 3: Dig Deeper with Social Media, Video, Podcasts, News, Q&A, Books, and Product Reviews to extract pain points around your “Main Topic of Interest.”

“Try to get a good idea of your “Main Topic of Interest” that your prospect will be interested in.

You can use social media search. For example, you can look into Twitter People Search below to get an initial idea of your ideal buyer prospect description. Alternatively, if your ideal prospect who you know and can go for a coffee date exists on LinkedIn, you can look at their profile to get an initial idea about the ideal prospect overview descriptions.

In the above example, you can notice that we have got some initial idea about the target audience from Twitter bio. Please note Chris Pirillo is a hypothetical ideal prospect for this Demo Workspace. You need to really look for a real person to connect with and take on coffee conversation dates. This will be the most realistic and practical approach.

Step 4: Identify Trending Topics and Search Questions to define the initial direction to your Niche Semantics relative to your Ideal Prospect Identification.

Using this step, you can align your Niche Research and SEO goals together if your objective is also to rank higher on Search Engines. You can identify trending topics and other  Long-Tails Topics and the most important questions searchers are asking. This will help you to steer insights in the direction of search trends.

Here is the example:

Searchers are looking for trending topics like “3D printing services” in Related Trending Topics and questions like “Can 3D printing be used for mass production?”. Relate this topic close to your product and your target audience’s pain point.

PS: Please do not confuse this with SEO keywords research. We will be super specific concerning our target audience, their pain points, and emotional hooks to our product and services. People buy from people and not from keywords. To be super specific and 100% unique value addition to our target market, we need to focus on the Main Topic of Interest. This will be the seed idea in CrawlQ, which can influence the content automation process heavily. Please choose “Main Topic of Interest” as the main conversation topic you want to have with your target niche on a coffee date.

What Niche Semantics and a Bodacious Headline are required for Kick-Starting your Niche Research?

• CrawlQ identifies your content from a base seed topic of interest. This includes your Main Topic of interest. The talking point, the conversation point. This should be, e.g., a Single Main Topic that you are building your content foundation. E.g., Video Marketing, Content Automation, Document Management System, User Engagement Solution, etc.
  
• Long Tail Topics extend the main topic, answering your user’s questions relating to the search intent. Use Search Intent Discovery (Step 4 above) for identifying Long Tail Topics.
  
• Niche Pre-headline addresses your target buyer persona directly. E.g… Attn: Accountants who manage large clients, Attn: Tech-oriented SaaS Founders, etc.
  
• Niche Headline describes your main transformation benefit to your ideal customer, which is the main bait.
  
• Niche Sub-headline is a hook that further grabs the target audience’s attention and compels them to continue to read your copy.
  

Here is an example of the snapshot from Niche Semantics.

For in-depth coverage of Niche Headline, check here our awesome resource.

How to create a Smart Niche Headline on the landing page?

Headline Examples

• We help [Niche] go from [state 1] to [state 2] in [timeframe]
• We help [Niche] go from [state 1] to [state 2] in [timeframe] using [mechanism]
• The ultimate way to [get result] in [timeframe] for [niche]
• The world’s best way to [get result] for [niche]
• Forget about [undesirable result]
• Say Goodbye to [undesirable result]
• For [Niche]: How to go from [state 1] to [state 2] in [timeframe] using [mechanism]

What are good sub-headline examples?

• You do [job], we take care of [job2].
• You focus on [job], we focus on [job 2].
• Using [mechanism] [step 1], [step 2], [step 3]

PS: CrawlQ insights give you deeper information to rephrase your headlines. Sometimes the AI language (prompt) is designed in a more generic way to get us the best suggestions and based on which we can reformulate our content. Making strict requirements to produce the above exactly will lose the creativity of AI. Please consider insights and refine your headlines in the above direction.

Why is it important to focus on the demographics before diving into psychographics?

• You will use psychographics to understand what’s happening inside a person’s head, what they are thinking, what’s motivating them.
  
• You will use the Niche Demographics first, then refine your Niche Semantics and Niche Psychographics. This way, you will be able to localize and better understand FRED and his problems.
  

• Demographics: Role/Title, Age, Gender, Location, Occupation, Marital Status, Experience Years, Education Level, Company Size, and traffic channels.
  
• A decision based on demographics alone is still too broad to sell anything interesting.
  
• But if you try to use demographics exclusively without semantics and psychographics, you will have a tough time selling anything to anyone.

Why are the location and vertical so important?

• You start with one location, and it’s way easier to become the best or only option or the default option in one location than it is to do that in 10 locations simultaneously.
  
• Now, why is the vertical so important? The vertical is so important because the problems, language, and biases that this person has, just being in this vertical, are different from the problems, the urgency levels of those problems of someone in another vertical.
  
• He has different urgency levels. He might have different fundraising. He might have different access to engineers. He might have different access to talent. He might have different access to partners. Right. So this vertical is super, super important. And a lot of founders mess this up.
  
• B2B as vertical is not specific enough. We have to be very, very specific. Okay, so financial services. Okay. CEO experience level five years.
  

Why is experience level so important?

• Well, on LinkedIn, you’re able to target by experience level. So that’s really handy when you’re doing your LinkedIn prospecting. It’s convenient when you’re doing your advertising on LinkedIn.

• Why is it so important that we write down the name of people that we know and identify them on LinkedIn?

• So it’s essential that you write down people who you know in your niche. How would they describe themselves? This is really, really important because this will help you build some compelling copy and compelling products.
  
• A quantitative analysis person. Right. They’re not that sales. They’re tech guys.
  

Why is company size important?

• Now, this is really important because this will allow you to target on LinkedIn.
  
• So a company size, it could be like 10.
  
• This is important because this will allow you to target and identify trends with your customers.
  

Why do we need to specify the role?

• You want to be aligned with the person who pulls the trigger. So let me just jump to roles here before I get into current activities. The roles are important because you need to market to the person who can pull the trigger. So many of my customers will say, well Harish, well I am selling to the engineer. Okay. But they’re unable to make a decision. So I ask them, okay, well, who writes the check? Who signs the check? Who gives you the thumbs up? Who gives me the green light, and they say, well, it’s usually the CFO or the CEO.
  
• And then they get approval from the engineers. So really, your customer’s not the engineer. Your customer is the CEO. Your customer is somebody who exchanges money for goods and services. That’s the customer. Okay? So keep that in mind. Even if you are an engineer and your engineers will use your tool, technical people will use your tool. Your real customer is the person trading the money for the solution.
  
• So we’re going to have to understand them so much, and just it’s the mechanism that the engineers will use. So it just happens that the engineers will use your solution. They’re the end-users, but they’re not the customer, okay? So obviously, it needs to, the engineers need to buy in, but that’s a feature of the solution. They need to be able to use it.
  
• But the real customer is going to be the CEO. Okay. Or the CFO or the CFO, whoever’s writing the check. Make sense? We always market to the customer.
  

Why is understanding the Main Traffic Channel important?

• It is essential to understand where to target your customer best. Find out the person who you know so well and be ready for a coffee date. Find out which social media channel this person frequents most. Pay attention to AI Insights as suggestions.
• Understanding the Main Traffic Channel will help AI get the right tone and language for the channel.

PS: a more accurate version of this feature is under the testing phase and will be implemented in a phased manner.

I’m trying to get as much data on this customer because I know the better I understand the customer, the better I can serve the customer, the better my products are going to be, the better my marketing is going to be, the better my, the more likely I will be to be the best or only option relative to this person.

What is Psychographics? Why is it the secret code to your target audience’s brain?

• You want to understand their emotions, desires, problems, pain points, fears, suspicions, roadblocks, questions, results.

• You should use psychographics to understand what’s happening inside a buyer’s head, what they are thinking, and motivating them.

• What is the “Secret Code” To Your Audience’s Brain!?

PQR2: Problems, Questions, Roadblocks, and Results

• Where and How To Find PQR2 For Your Target Audience Avatar?

Go to Define Your Niche Psychographics category and research pain points, emotions, big desires, problems, questions, results, roadblocks, etc.

Single Big Shocking Statement

Did you know that it is costly to break into the 3D printing industry if you have little money or cannot find a job in the industry? It is hard to find someone to offer the hands-on training needed to get started with 3D Printing.

Single Big Emotional Payoff

Spot a new trend with 3D printing to create a million-dollar business

Single Big Desire

to be a successful 3D craft and design entrepreneur

Single Big Ideal Person Your prospect wants to become

Authority in the 3D print and design industry

Single Big Problem

The hardest thing for me is to find someone who can teach me how to use a 3D printer.

Single Big Problem-Agitation

3D Printing is an expensive technology

Single Big Problem-Agitation-Solution

3D printing is becoming more and more popular in the manufacturing industry, but it can be costly to get into. With just a little bit of money, it’s possible to get started with a 3D Pen which is an affordable and new way to dabble in the world of 3D. It takes time to master, but there are plenty of Learning resources available to help. Once you get the hang of it, it’s a very rewarding but still risky high-risk and high-reward market.

Single Big Question

What is the future of 3D Printing?

Single Big Result

Successful 3D printing business

Single Big Roadblock

One of the 3D printing industry’s biggest roadblocks is that it can be hard to find a company or person who wants to take on an apprentice.

Single Big Pain

Trying to find a job in the 3D printing industry without training

Single Big Curiosity Adjective

What is the most fun you have ever had as a child? Imagine your favorite puzzle is printed in 3D.

Single Big Negative Curiosity Adjective

How much does it cost to get into the 3D printing industry?

Single Big When Result Adjective

Spot a new trend with 3D printing to create a million-dollar business

Single Big Secret

The secret is that it is hard to break into the 3D Printing industry if you have little money.

Single Big Mistake

The mistake I made was not utilizing my skills and talents to their full potential by being more determined to improve my skills and abilities.

Single Big Feature

I am a design engineer interested in buying and selling 3D printing models, design plans, additive and subtractive manufacturing, and rapid prototyping.

Single Big Benefit

I will help you find the best profitable 3-D printable design and models

Single Big Positive Outcome/Value/Meaning

Learning the best 3D printing designs and models to create a profitable business

Single Big Negative Outcome/Value/Meaning

I think 3D printing is a great way to make some added money from your home, but it does not provide a living wage.

Single Big Timeframe for Big Result

Your future can be seen now. It’s just a matter of when

Single Big Timeframe for Big Benefit

Sell 3D printing models and design plans for a living

Single Big Timeframe Urgency for Big Result

In the next 12 months

Single Big Timeframe Urgency for Big Benefit

Rapid Prototyping is the process of making a quick model of an idea using additive manufacturing or 3D printing.

What type of bullets are you creating?

Strategy

Main Call to Action

Discover the 3D printing opportunities

Main Target URL

http://www.yeggi.com/

So what is next? Now you can Train Athena, the AI Engine

Train our in-house AI Assistant “Athena” to get 100% niche-specific data for all your content needs

While creating CrawlQ, we have envisioned a ladder of three steps. After completing these steps you will have awesome curated content with you available to be shared with your niche.

These steps are:

1. Market Research
2. Train Athena
3. Create Content

Step-1: Complete Level-1 of “Market Research”

The Market Research data is very useful for guiding Athena when you create content. Your answers to Niche, Main topic of Interest, Single Big Desire, Single Big Problem, Single Big Problem-Solution etc helps Athena to understand your target audience and their pain points. This way the sales copy that you create will be highly specific and will strongly appeal to your audience.

Step-2: Train Athena

You can train our AI on your data and make it your personal AI. Train “Athena” on following :-

1. Market Research inputs
2. Insights you have generated
3. Search Intent based on your “Main Topic of Interest ”
4. The URL of your competitor’s or your own to inject facts, figures and numbers and make Athena smarter

When you select “Niche” for training from Dashboard, Athena will also be trained on the Insights that you have saved in Market Research.

Additionally, you can train Athena on Search-Intent.

For this, select the number of top SERP results to be fed to Athena and the country code from the options available in Dashboard. This will take the “Main Topic of Interest” (from Define your Niche Semantics in Market Research) as a search query, create additional search queries around it like trending topics, dreams, benefits etc. and fetch top SERP results for those search queries.

Our AI discovers all relevant search intent from desires, suspicions, roadblocks to all questions users are asking on Google.

This will make hundreds of search queries for your single Main Topic of Interest and depending on the number you have selected for SERP results from Dashboard, our AI will automatically be trained on thousands of top SERP data.

To get a possible idea of all the search queries we are using, go to Spying Wizard and Search Intent Discovery and enter your Main topic of Interest in the keyword topic search box.

For example, if your main topic of interest is “3D printing”, the following images shows some possible search queries that are weaved around 3D printing.

But that’s not it! Optimally, you can feed your own or your competitor’s data to Athena as well. For this, you can select the URL option for training and add webpages(blogs/articles) relevant to your workspace

Later on, Athena also gets trained on all the sales copywriting scripts you create and blog documents you save inside. If you create more scripts, later on, you may need to re-train Athena to learn from those scripts.

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Step-3: Create Content

So much closer to the goal now! The last step is the most FUN! You can now start creating content by going to “Content Automation”. There you can create targeted sales copy in Sales Copywriting or appealing blogs in AI Content Writer. We will make it easy for you by creating an initial draft which you can then work upon, edit and format by using the plethora of features available inside the editor.

At any stage you can go back and complete Level 2 of Market Research and re-train Athena.

This is your CrawlQ journey. We hope you have fun along this journey and in case of any issue, feel free to reach out to us. We are always there to help you.

 

Once you hit the Power Up button, it grabs concepts from the web page and matches them with the market research data you fed and the language generator creates its own answers. Thus only key concepts are borrowed from the web page including information and facts and turned into the answers, insights, and stories which CrawlQ can use in the content creation process.

How do I check if Athena is training or not?

You will get a successful training message. Also, now you can go to CrawlQ Search and perform some simple searches.

Following is the URL we trained Athena on for the 3D printing project.

https://www.adamenfroy.com/3d-printing-software

Let’s check what information we have got?

We asked “What is the Niche Headline?”. We got the exact headline we had in our Market Research data.

Now let’s ask another question, possibly from the article.

This is a web page.

This is the question we asked.

We got the first answer as the open-source 3D modeling tool is Blender.

Let’s search back if we have the same sentence on our web page.

Search shows that this sentence is not on the web page. This is to illustrate the point that web pages are not exactly used as it is. But concepts are drawn and then matched with the context of the market research data. Isn’t this powerful?

What is next?

Hey, you are ready to hit the ground running with some awesome content…you can go now to AI Content Creator and generate some blog outline or to Sales Copywriter and create some sales letter. See if the information you have so far is working for you….this is the first test if we are going in the right direction…

• Check out awesome resources on AI Content Writer here.

CONGRATULATIONS, YOU HAVE ACHIEVED THE FIRST IMPORTANT BREAKTHROUGH WHEN YOU HAVE FINISHED 5% OF YOUR MARKET RESEARCH AND TRAINED ATHENA

Testing the content is important at this stage to ensure we are moving in the right direction. Before we invest further, it is important to validate our direction. If the outcome is not as you expected, there could be the following explanations.

1. Inputs are too complex in the context of your niche. Try simplifying the language used and make it simpler, easier to understand, and provide more narratives. A fine balance is needed so that AI does not repeat your own inputs excessively.

2. Inputs are not curated enough to be consistent. The inconsistent inputs, e.g., benefit entered as failure or failure entered as results, can create misleading output. However, with the predefined structure of the inputs, we do not expect this to happen often.

PS: Our R&D to interact with language models and users inputs are continuously improving, and it is a fast-changing field. Our NLP and Machine Learning experts follow every research paper and industry insights. We are actively involved in OpenAI’s community discussions. With our continuous refinement and R&D, you can expect more improvement in the output quality.

Learn FRED’s Journey? You can use CrawlQ Market Research to to send the right content to FRED

Buying stage	Unaware to Aware	Aware to Interested	Interested to Evaluating	Evaluating to Purchase
Industry and Role Problem Focus	High focus, low detail	High focus, medium detail	High focus, high detail	Low focus, low detail
FRED-Specific Problem Focus	None	None	Low	High
Service and product focus	None	Low	Medium	High
Personalization	Mass personalized	Mass personalized with data driven intelligence derived from previous interactions	Mass personalized or lightly customized	Hyper Personalized
Triggers	High emotional; low rational	High emotional, medium rational	Medium emotional, medium rational	Low emotional, high rational
Prospect Time Commitment with Content	<10 seconds	<5 minutes	20 minutes	60 minutes
Content	Blog post Infographic Short video	Report or white paper E-book Diagnostic tool Webinar	Case study Testimonial Product review Comparison chart Discovery meeting	Trial (free or paid) ROI calculator Reference Consultative analysis Proposal

Let’s get back!

What is Niche Filter?

This helps you to identify the right prospects who are at certain Monthly Recurring Revenue (MRR) and have a commitment to work with your service or solutions to get to their desired state.

Why is your product’s Emotion Hook important for copywriting?

• Connecting your target Niche’s emotional hook with your product or service is offering to make the copy more compelling and resonate with your target audience.

• Why do emotions play important roles in sales? Where will you go? What will you do when you get there? Anticipate the objections and eliminate them as you go. Make huge promises! Create an overwhelming desire in your reader to go with you on that trip—no matter the risk! If you can introduce emotion at this point, you will develop a deep rapport.

• Again why is the emotional impact so much useful in copywriting?

In mathematics, one plus one always equals two—never more. In emotional writing, one plus one can often equal ten. In other words, two emotional images joined together in the right way- can often have TEN TIMES the impact that either of these images.

How to introduce Emotions in sales copy?

When you layer on emotion, you can achieve a wild amount of rapport. Don’t make it sleazy; just simply call out the particular emotion they have been feeling.

Should you get emotional?

Yes, absolutely. This is where you suck someone into your argument. If you can introduce emotion at this point, you will develop a super-specific deep rapport.

How to define your identity to your Niche?

• Here, you start getting super-specific by connecting with your niche by defining a single big bait, a lead magnet with a big benefit relative to your product or service with your personal identification as authority to your niche. Here you create a separate document as your main lead magnet and bait.

• The steps are first you define this, and later you create this Lead Magnet using Sales Copywriter or AI Content Creator depending on your topic and context.

• NOW AT THIS STAGE, WRITE DOWN THE SINGLE IMAGE, A SINGLE IDENTIFICATION, A SINGLE CLAIM, A LEAD MAGNET THAT WILL TAP THE GREATEST POSSIBLE EMOTIONAL FORCE WITHIN YOUR NICHE.

Define your Association Map with your Niche

• Why is it so important that we write down the name of people we know and identify them on LinkedIn? It is really important because this ASSOCIATION MAP will help you build compelling copy and compelling products.

• A quantitative analysis person. Right. They’re not that sales. They’re tech guys.

• Identify the first 5 prospects on LinkedIn you know well who are in a similar group as your Niche, your FRED.

• In this step, we collect more information to associate more personalities similar to FRED to create an Association map to get more insights.

• Alternatively, you can identify 5 potential customers’ Twitter profiles that best describe your ideal customers; You can also write explicit descriptions from profile pages instead of URLs. The purpose is to fetch similar data which best describes your FRED in general. This step helps us identify multiple attributes of FRED to create a statistically significant number of attributes.

• Insert their public profile URL in the box below. This will help our algorithm to learn the psychometrics of your potential buyers. You can add up to 10 profiles to generate more accurate results.

• Insights on the right-hand side will give you ideas to look for a similar Linkedin profile with specific attributes that fit best in the context of your Niche. The actual profile URLs are used to fine-tune the AI to spot more compelling narratives and attributes. You can also look for Facebook, Twitter, and her social media profiles based on your Main Traffic Channel. This exercise is just helping you to expand your association map to make the copy more compelling and profound.

Identify common characteristics. How do they describe themselves?

• Describe briefly what your first 5 prospects tell about themselves.
• For Example, Data-driven, Use really cool tech, Nerd, Little sales and marketing, an expert in programming, Tech guy but understand marketing and sales fundamentals but have no time himself, serial entrepreneur, big data expert, etc.

Why do we need to know their current metrics and desired metrics at a high level?

• So current metrics, let’s talk about those. Every business will have different metrics, ticket price, revenue, team, and conversion rates. Those are some current metrics that you guys can think of for your particular niche.
• Okay. You could say it’s like a runway. Runway is more than 3 year, right? Cash is less than $50k. Desired metric is to achieve cash of  $100k and Runway less than 1 year.
• Current and desired metrics will help you set up your discovery and qualification process for the prospects. This will also help you to design and implement content strategies that most suit your Niche, your market, to identify their current state and desired state in general. This will further help you to narrow down their priorities and pain points.
• For example, content needs for bootstrapped SaaS founders struggling with less than $5k MRR are different from those of, a VC-funded founder at $75k MRR. Does that make sense?

Define what is keeping them busy now without using your solution?

• This will help you identify before state without using your solution.
• We need to understand what keeps them busy and what keeps them awake at night. We must be able to spot their high urgency immediate problem.
• What do you need to fill in here?

Understand actually truly the customers (5-10) and their environment. We need to understand them so well and what they are trying to do. We must be able to spot their high urgency immediate problem. We need to go and figure out who exactly these customers are to a crazy degree. This is needed to be useful later to them.

Here are some examples you can think of.

1. Coding and product development

2. Trying to generate leads, demos, and close potential customers without having a proper content marketing plan and ideal target audience research

Define what will keep them busy after using your solution?

• What is the desired Activity? These are the dream activities your customer needs to do. This should be in particular related to your product, and after using your product, what is your best guess that they will be busy with.

Define…Company Interests, Who Influence them, LinkedIn Groups they belong to, Books they read, Tools they use, Blogs they read, Forums/Subreddits they browse, YouTube Channels they watch, Facebook Groups and Pages they like, Slack Groups they Belong and Podcasts they listen to!!!

• Go over to LinkedIn, and let’s just take a look at some interests. FRED, your customer Avatar, likes real estate investors, and he likes this guy who is a big influencer in this Niche. Okay. So these are some influencers. What companies does he like? So he’s typical. If they like some of these things, they’re typically customers. They typically like using these tools. Makes sense.
  
• What LinkedIn Groups do they like? What does he like? He likes Growth Hacking. He likes Content Marketing. She likes fashion store chatbots.
  
• Influencers, same thing. Okay.
• Why is it important to understand your Avatar? How we can use the information on Books and blogs  they read, tools they use, YouTube channels they watch, subreddits they belong to, Facebook likes, Slack Channels and Podcasts they listen to

• What are your Avatar’s favorite books? What are your top favorite books?
  
• This is really important too because this will allow you to target, okay?

• You can spot gaps, right? If they’re using tools, you can spot gaps and be like, you know what? You shouldn’t be using this. You can use our tool. This does it way better than this. Oh, I see what you’re, how you’re using these tools.
  
• You’re, you’re bundling them all together. So we got to understand what tools these people are using.
  
• Blogs, they read forums or subreddits that they browse. This is super, super important. We got to get into the brains of the customer. Okay.
  
• YouTube channels that they watch. And or just ask them, what’s your favorite YouTube channel?
  
• Who are you subscribed to? Facebook likes you can go to their Facebook profile and look at what they like.
  
• Slack groups that he belongs to? We’re just going to ask him about podcasts. We’ll just ask him.
• What podcasts do they listen to, and what keeps their interest in those.

How to identify Mass Desire and associate it with the desires and dreams of your Niche?

• Hamilton’s rule says that the living organism will behave to maximize the probability of persisting the genes through generations. And typically, what that means is that a human or any living thing will either look to mating opportunities, accumulation of resources to improve the probability of mating opportunities, and survival of the offspring. Or they’ll look to improve their health and live longer such that they can extend the window of either mating or helping their offspring through resources, skills, and et cetera.
  
• They wake up every day, and they have these unconscious desires they have. They might be conscious or unconscious. Okay. So they might think, wow, like I’m trying to build the company, I’m trying to sell it, or I’m trying to make this, or I’m trying to, you know, I’m trying to be recognized by peers. I’m trying to build something durable. I’m trying to, you know, accumulate capital. Okay. I’m trying to retire from my parents. I’m trying to, and there’s a ton of things that these people want.
  
• Now the key is that you focus on what they want, not on what they need.
  
• Now. Here’s what they’re willing to admit and then what’s really going on under the hood. Okay. When we’re doing copywriting, if we can, if we can hit the nerve under the hood, that’s how you’re gonna get some crazy, crazy resonance.
  
• Just looking at Maslow’s hierarchy of needs, doing meaningful and interesting work and what do they call it? Self-actualization that actually comes after res.
• Why do you need to zoom into the Business dreams and desires of your Ideal Customer Avatar? By knowing their business dreams and desires, you can really ring bells, okay? So maybe they want to become an authority in their subject. They want to build a successful company; they want to create a sustainable business, protect the environment, and become a leader in their field.
• We’re going into the customer’s world. This is the customer. These are your; these are your, you know, your heroes here, okay? You guys are nothing without your customers.
• So we make the customer the hero. We have to understand them so much. And keep in mind, guys, that you’re not passing judgment when you’re doing your research.
• You’re like a scientist, right? You do not pass judgment whatever this customer wants, whatever this customer wants, whatever this customer desires, whatever this customer feels. You acknowledge it, and you try to help this person as much as humanly possible, okay?
• So if you spend enough time with these people, you know, if you spend a few hours with them or work alongside them, you can really figure out what they desire. Cause they’ll, they’ll talk about things like this, right? They’ll talk about their family. They’ll talk about what they’re trying to do. Right.
• Another thing is that when they’re under stress, a lot of these things will slip out or when they’re frustrated. They might, they might say something like, you know what? I just want to get to a million dollars like a Zoho.

How to channel the Mass Desire into the Personal dreams and desires of your Ideal Customer Avatar, the FRED?

• Personal dreams and desires. This is how you can really ring bells, okay? So maybe they want to buy the house, okay. Maybe they want that status, the recognition from their peers. Maybe they want to drive a Porsche or a Tesla. They want to donate money. What are they trying to do? Maybe they want to make their spouse, their parents, children, and their close friends proud.
  
• Maybe they want to send the kids to private school. That’s a very common one. Maybe they want to be a model citizen. They want to have financial freedom. Travel the world, their kids. Okay? So we need to figure out what these people really, really want.
  
• How are we going to do this? We have to build this. Most importantly, you need to listen to your customer to identify these. Below is a screenshot of how CrawlQ expands on these once you provide your initial ideas.

Why is understanding their failures so important? Why are failures also problem statements?

• Failure is the problem. The failure, something failed. System failed. What is the problem here? So now we understand this customer so much. We know what they’re doing. We know what their activities are. We know what their desires are. We know what their current resources are, their current metrics. Now we want to know what failed.
  
• That’s a failure. They are not profitable. They can’t capture profit. They can’t raise money. They can’t close, all right? They can’t flood their calendar. They can’t install a sales team. They don’t know how to install a sales team. They can’t do it. It’s not profitable. It’s not growing—some product problems.
  
• They’re not collecting raving testimonials. What they’ll say is like churns too high. Right? The churn is too high. Traffic is low. Right? The number of new accounts is not. They’re not growing enough, right? Not growing revenue. These are failures. They’re not profitable.

• So for these failures, there must be a root problem. And if this one was fixed, then all the other ones are going to be fixed.
  
• So as entrepreneurs, we have to be smart enough to understand the root cause. So in our case, it’s usually that these engineers just never learned how to sell.
  
• So think about this. What failed? Another way to figure this out is just to get on the phone with your customer. Ask them What’s screaming at you right now? That’s a good question. What’s the screaming pain? And they’re going to say, you know, I can’t raise money or whatever. Whatever the screaming pain is, and that screaming pain is dependent on time. So that pain is going to be. It changes with time.
  
• Ask this question. From Gary Keller, what’s the one thing that would make all the difference in the world if solved? What’s the one thing that you could solve right now? If you had a magic wand, you could solve it right now. What’s the one thing that would make all the difference in the world for you? And the customer will tell you, okay, it’s going to force them to identify their top failures. Focus on what major failures lead to frustration and not-so-successful business outcomes for your Niche. For example, lack of proper Niche Research, no proper business plan, no proper content budget, and content development plan. How did it impact their business growth?

How is fear different from failure? How do these two interact? Are they willing to admit their fears?

• Now, let’s get into the fears. The fears. What are they scared of? Let’s fill this out. Everyone has fears. If you can, you notice here; if we can encourage their dreams, allay their fears, confirm suspicions, throw rocks at their enemies, and justify failures, we will influence the customer. We’re going to be developing a deep sense of rapport. So what are these fears?
• Running out of money, right? Running out of money, going back to work, fear of failing. We need to understand their fears. Fears are deep inside, and you have to do deep research to understand these deep in your prospect’s mind.
• Are they willing to admit their fears?

Yes, in fact, they are willing to admit these fears once you start developing a deep sense of rapport with your target audience. We need to understand what their fears are to develop a deep sense of rapport. For Example: What are they scared of?

• Other examples are disappointing team members or investors, weak Thanksgiving day stories, or squandering god-given potential and talent, going back to work, fear of failing, fear of wife leaving, fear of population bottleneck, fear of family falling apart because they messed up.
• Other fears could be that they are afraid to share content, equity, capital, make a product demo, and fear competitors copying their idea. Other examples are fear of imperfection, fear of legal threats, fear of building remote teams, and fear of dealing with numbers and metrics.
• It is important to repeat as many times as possible deep inside your brain to cause a massive amount of rapport if you can allay someone’s fears. Everyone has fears or something that worries them.
• In this section, you want to acknowledge their fear and tell them that it’s justified, but they have nothing to fear if they follow the right steps.
• Examples

“If you are worried about making payroll, then stick around.”

“If you are worried about not having a good Thanksgiving Day story, then you stick around.”

“If you are worried about keeping your most important people motivated, then stick around.”

• Start your sentence….fill verb+ ING.
• “My prospect is worried about {making a good product demo}.”
• “My prospect is afraid of {making a good product demo}.”
• “My prospect fear {making a good product demo}”

What are suspicions, and how does confirming these suspicions help Copywrite?

• So now let’s get into suspicions. Now, why do we care about suspicions? Because if you can confirm a suspicion, you will be able to develop a deep sense of rapport.
  
• So what are these people, what are they suspicious of, and what don’t they trust? What are they suspicious of, and what don’t they trust? That’s another, that’s a way to, a way to pull out the suspicions. What are these people suspicious of?
  
• Think about FRED, your customer Avatar. Who he is suspicious of. Salespeople?.
  
• The traditional salespeople, okay. He’s suspicious, and you know what? He should be okay. He’s a brilliant guy. What else is he suspicious of? He’s suspicious of poor, poor work, right? Poor work. Poor work quality. Um, so you can think of what you don’t trust? Who don’t they trust, and what don’t they trust?

Who does your customer hate? Who are their enemies? Let’s throw some rocks at them!

• Okay. Now this will bring us into a more, into the enemy’s portion. So what do these customers hate? What do these customers hate? So you can see here, my customers don’t like inefficiencies.
  
• The technical, the engineer, they don’t like inefficiency. Suppose there’s waste that drives them freaking crazy. They don’t like deception in any of its forms. Like that’s just a, you know, I think that’s everybody. They don’t like deception. They don’t like incongruencies. Everything needs to be backed up properly. Everything needs to be cited properly. They don’t like ambiguity.
  
• Their enemies could be competitors, right? Competitors. You know, someone who’s trying to build something similar. So really think about who these enemies are?
  
• So many copywriting books tell you these things, but they don’t give you the actionable things. Like, what do you actually need to do?

Environment Definition

How do trends and environments impact your message?

• Alrighty, guys. So now that we mapped out the niche, we know exactly who we’re going after. We also need to understand the current trends in the environment.
  
• This is where you get into the research, okay? Let’s get into what’s going on in the world. What winds are blowing? What new technologies are emerging? What competitor products are out there. So, we’re going to be really focusing on just collecting information and getting the full picture. So if we can intersect the customer’s path and the environment’s paths, we’ll be able to find a fit.
  

How do the customer path and environment acting on this path determine the right timing?

• Let’s say the customer. They’re just moving around. The environment is acting on this customer. So if there’s a new technology out there. There is a new competitor out there. This is a new trend. There’s a new regulation. There are new rules. There’s a natural disaster, a war, a famine, a virus, something. It affects this customer’s position.
  
• So, let’s say time is equal to one year, okay? And you’re starting from time zero, which is your reference point. One year, you know that something, a technology, will be introduced, and there will be some sort of force on that customer at that time.
  
• So, it’s crucial to not only understand the customer’s path as they’re traveling through time, the customer’s position as they’re traveling through time, okay, but it’s also crucial to understand the environment and the forces acting on the customer at that time. And if you truly understand the forces acting on the customer, okay, and the customer, you’ll get your timing right, okay? Because you can pick someone up right here.
  

How do you research what trends are acting and how to use these to your advantage?

• How to check trends? You can go to CrawlQ Search Intent Discovery. A good example is Related Trending Topics. Suppose you want to look at Trending Topics for the seed Topic “SEO.” Enter “SEO” and press Search. You will see on the Right Side “Related Trending Topics.”

• You can also look at Google trends. You can go to CrawlQ Market Spying Wizard and search for topic trends. You can also do your own research using other tools and data.

• Like if we did SEO, right? Let’s take a look at SEO. And we look at this over the past five years, okay? We can see countries and territories that are more likely to be interested in this trend here. Let’s take a look. Between April 11 and 17, 2021, there was a peak in the trend for SEO search. You can see an increase, okay?
• Then if we look at the exact story or news that came during that time for SEO, you can see the following news.

• The above article in the Search Engine Journal was focused on Google’s latest Lighting Talks video that talks about doing SEO for web stories and tracking how they perform in search.
• Pascal Birchler, a Developer Relations Engineer at Google, leads the discussion by breaking down everything from what web stories are to how to create web stories and insert ads in web stories.
• So if you are an SEO-focused Agency, you can time right your customer (whom you have already mapped) with ideas on SEO “Web Stores’ ‘ like Instagram stories.  

• You’re going to be looking at the most urgent problem. Why isn’t everyone doing it? Am I the only person doing this? Am I the only person who knows this?” Okay?
  
• And that actually, that little tangent, brings us to Peter Thiel. Peter says, “The best companies are founded on secrets.” What do you know to be true that other people either don’t know yet or are unwilling to admit. And when you have the niche, and the environment mapped out, the secrets are revealed, okay? You’re the only one in the meadow who knows the truth. So, this will allow you to determine secrets.
• In the bestseller “Four Steps to the Epiphany,” Steve Blank writes that the startup curve is based on a 4-year inflection point. In the 4th year, you start taking off, or you run out of money.
• At CrawlQ, we want you to help so that you can compress this from 4 years to 1 year using high-impact market research and a content automation system. You need to find that trend and market fit the customer. It is important to note that what worked in 1st year may not work in year 2.
• More Trends example.
• The record amount of dry powder in PE and VC funds is increasing demand (and prices) for smaller, higher growth companies that VC traditionally viewed as risky

Data Source

https://pitchbook.com/newsletter/breaking-down-flourishing-pe-activity-in-the-us-middle-market

Interpretation

More appetite for tech buyouts and investments and greater opportunities for tech entrepreneurs to make money.

Market Promise

Why is it so important to understand that your core business is your transformation promise (headline)?

• Alrighty, guys. So in this Section, you are going to be building upon what you have already done. So you have your niche defined, your environment defined, and you should have a pretty clear picture of our customer’s problem and how to solve it.
  
• Now you need to come up with a claim, a message, a promise to the customer. Now, why is a promise so important? The promise is the business.
  
• You’re making a promise to the customer. In exchange for delivering on this promise, the customer will give you money. So you need a clear promise to the customer.
  
• Now, the promise is not a technology. This can be a headline. It can be a claim in a video sales letter or aA promise claim on the product pages. It can be something that the salespeople say.
  
• This promise is so important because this is what the customer is exchanging for their money.

Headline Examples

• We help [Niche] go from [state 1] to [state 2] in [timeframe]
  
• We help [Niche] go from [state 1] to [state 2] in [timeframe] using [mechanism]
  
• The ultimate way to [get result] in [timeframe] for [niche]
  
• The world’s best way to [get result] for [niche]
  
• Forget about [undesirable result]
  
• Say Goodbye to [undesirable result]
  
• For [Niche]: How to go from [state 1] to [state 2] in [timeframe] using [mechanism]
  

Subheadline Examples

• You do [job], we take care of [job2].
  
• You focus on [job], we focus on [job 2].
  
• Using [mechanism]
  

• [step 1], [step 2], [step 3]

Why does an obvious promise set a clear direction for product development, marketing, and sales feedback mechanism?

• So without a clear promise, you don’t have a direction. What are you going to build? How will you fulfill your promise with their mechanism, with a product, with a service, if you don’t even know what that promise is? So you use a transformation or promise, that you use that language to help you come up with these things. So now that you understand the niche and you understand the environment, you need to make a promise.

What are the three key components of a promising headline?

• And the promise has a before state, the desired state, and a timeframe. So before the state example, zero to five million in 18 months while being profitable without raising money. Zero to a million without raising money. We need a promise. What promise can we make to our customers?
  
• So that’s the promise. It needs to be compelling. It needs to have a previous state. It needs to have an after state. It needs to have a timeframe. It needs to align with what the customer wants.
  

What are the core baseline and reference points for your promise? How do you derive your promise, and how to establish credibility with your customers about your promise?

• Promise is typically derived from the case studies, so when you’re mapping out your case studies, you’re going just to see the states. What happened? State one, state two, what was the timeframe? And that is the promise that you can make with your clients.
  
• Now, what happens if you don’t have case studies? Everyone says, “well, I don’t have a case study. We don’t have case studies yet. We don’t have clear, demonstrable proof.
  
• Here’s the thing. When you understand the niche and the environment, you can make a claim even without having a case study.
  

Why is your promise headline independent of the mechanism you use to deliver that promise?

• Your claim is independent of the mechanism, which means you can make a claim and get resonance. This is marketing.
  
• You can make a claim and get resonance, and you can even sell with a rendering, with a mock-up, with, even with a promise.
  
• Once you get the claim firing and it’s working, and it’s resonating, and you’re getting interested. You’re getting sales. Then you will stop marketing and that feedback to the product development and put everything you have to deliver that promise.
  
• If you can’t deliver, you have to give the money back. Does it make sense? So you sell it first. You figure out what the claim is. Then you figure out the pitch, and this is where the offer and stuff come into play.
  
• As an entrepreneur, an excellent CEO, you need to deliver on your promises.
  
• The product and the technology are just tools. This allows you to deliver on your promise. But without a promise, you’re not going to have any customers. There’s no point.
  
• In the technology world, not many people know how to write claims. So if you’re looking at your competitors, their claim is probably wrong. And if you see your competitor and their claim is pretty good, and you think it’s decent, can you make it better? Can you expand it? Can you take the claim to its limits? Or, if you see a claim that’s already working, can you swap in a new mechanism?

• Many people start with the product, then try to market it, and it just flops. It has nothing to do with the product. The product is pulled. The product is pulled from the market. And we kind of just flipped it on its head. The product is pulled. Now the difference between a scammer and an entrepreneur is the ability to deliver on the promise. So a scammer, you might see this, you see these marketers, they are very good at marketers. They’re sleazy. This is where the sleazy salesperson kind of comes from. The salesperson will make promises, but they can’t deliver, and that results in scamming. So you don’t want to be a scammer. You want to be able to make promises and deliver. That’s how you get super successful. So you have to be able to make promises and deliver. So the typical engineer can build, but they don’t know what to build because they never learned how to make promises. Make sense?
• Okay, guys. So if you don’t have a product or have case studies yet, we need to swim around for the promise.

• What is the promise? And the promise is going to be very clear because you know who the customer is, you know the environments, and you know what mechanisms exist. So it’s straightforward. You just have to try a few promises and then whip up a landing page, a little video, a little video sales letter, and boom. You’re going to get resonance. Not that hard here, guys. Does it make sense? So, if you don’t have case studies, then come up with a promise, and we’re going to be testing, we’re going to be seeing what the resonance is in the market. Does it make sense? So guys, come up with your promise headline before we jump into another interesting section.
• Here is an example of how you can use CrawlQ to get some help…

Activities and How It Works

How are we going to define activities that customers need to do to achieve the desired transformation?

• We’re going to be mapping out all the activities, the new activities that the customer needs to do to achieve this transformation. These activities and these useful, unique insights, we’ll explain what those are. They’re going to be used in your marketing. They’re going to be used basically to prove to the customer that your features should exist in the first place and that these features and these new activities and solutions provide real benefits. Okay?

How are features, benefits, and values different?

• What is a benefit, everyone talks about features and benefits? How do we define benefit? Going back to evolutionary psychology from Dr. David Buss helps us define what a benefit is.
  
• So let’s get into what is a benefit? So a benefit is defined as either the likelihood of survival, or likelihood of replication, or both, that results from the activity and its relative to the niche.
  
• So the benefit is relative to this person, or this benefit is relative to people who are related to the niche or have the ability to impact the niche or have the ability to impact people who are connected and related to the niche.
  

Why do people buy things? What problems are they trying to solve?

• Insight is the cause/effect relationship between an activity and a benefit. This benefit can be positive or negative. A positive benefit is an increase in the likelihood of replication or survival, and a negative benefit would be a decrease in the likelihood of survival or replication.
  
• Now, an insight can be useful or useless, and it can be unique or non-unique. So what is a unique insight? A unique insight is just something unknown to the niche. A non-unique insight is something that’s already known to the niche.
  
• So if the cost is much less than the benefit, then the niche will experience demand for that new activity. So through new useful, unique insights, through information transfer, you’re able to communicate to the niche the cause/effect relationships between a new activity and a benefit. If the niche thinks that the new activity’s cost is much less than the benefit, there will be demand. This is key.
• Here is an example of How you relate Activities, Old ways, Old Results, New ways, and New Results.

Activity: AI-assisted Market Research to profile your buyer persona (Unique and Useful)

Old Way	Old Results	New Way	New Results
Create Survey, Questionnaire, Interviews	Less than 5% of research participants complete surveys.	A new way is to use NLP algorithms to mine desires, dreams, roadblocks, suspicions, benefits to turn into compelling stories, and engaging answers to your user’s questions comprehensively.	This technique uses artificial intelligence (AI) language models and contextual search to identify relevant vocabulary around a particular Niche audience that relies on the context and Human-assisted AI to augment a deep understanding of your target market.
Hire expensive Market Research and Rating Agencies	Rating is not influenced by target audience pain points or survey biases.	Using semantic intelligence and Natural Language Generation helps you create content related to your audience’s pain points.	Create content that is target audience optimized around a particular Niche Vocabulary rather than the SEO keywords.
Creating content-based on keywords without linking search intent, buyer persona, and niche-specific competitiveness	->Poorly defined audiences and product profiles. ->Long time-to-market. ->Cost comes much higher than the goal.	Create a comprehensive content strategy aligned to your business goals to validate your idea, test your message, differentiate from competitors, and focus on insights, stories, and engaging answers to speak the voice of your customer	Establish a robust product or service launch content funnel relevant to business niche, buyer persona, and conversion goals maximizing the feedback loop from marketing to sales to product development.

Activity: AI-powered Copywriting (Unique and Useful)

---

Old Way	Old Results	New Way	New Results
Search Engine Optimization practice is seen independently of the Conversion Rate Optimization.	Websites that are dull, static, and holds information and fail to convert traffic into paying customers	Build and install smart content funnels that convert and retain your customers. Track and monitor conversion KPIs based on top, middle, and bottom-funnel metrics and custom conversion goals.	Create a highly predictable, data-driven, automated content creation mechanism that can be scaled and cut your research and writing time by half.
Investing in content creation and driving organic traffic without a sales process, CRM, and supporting outbound prospecting automation	It takes a long time before you see results from organic traffic. Too much focus on traffic generation without first setting up the foundation for a solid sales process and conversion mechanism.	Setup niche buyer persona profiles and create data-driven insights into your target audience’s pain points, desires, and roadblocks. Use these insights to develop compelling stores and engaging answers using AI Content Creator	Give your content 5x more ROI, investing more time and effort in audience research and conversion optimization than SEO-driven content creation. Bring Right Traffic in Right Way to get Right Results
Resorting to paid traffic assuming organic traffic is hard to scale, time-consuming, and slow to set up	Customer Acquisition Cost is too high without a solid foundation on market and message resonance, and conversion rates are too low.	Automate content research with intelligent questions mapping to AI-generated insights and sales stories based on proven frameworks used by million-dollar copywriters	Take charge of your content authority, build a strong connection with your audience. Save time, save money and save effort in finding your voice and writing content copy that speaks to your ideal buyer personas.

How can marketing communicate these useful, unique insights?

• Marketing is essential, communicating valuable, unique insights, which are cause/effect relationships between new activities and benefits. That’s what marketing is. That’s all it is. Steve Jobs said, “The best marketing is education.”

Where are your features and your products come into play?

• So the product is the technological expression of an activity or a series or group of activities. What is a feature? The feature is actually helping to do the job, some new activity. Clayton Christensen says, “Jobs to be done.” He uses that language. What jobs are being done by the product? What job is a customer trying to do? Activities are jobs to be done. The product helps customers to do a specific job (activity).
  
• The product or the solution helps the person, the niche, do these activities (jobs). So the product is the technological expression of these activities (jobs). Features help to execute these activities (jobs).
  

Why will someone buy your product?

• So by communicating these unique, useful insights, you’re going to be explaining the cause/effect relationship between these new activities (jobs) and benefits.
  
• If it’s much less than the energy required to do the activity, the person will choose the vehicle.
  
• Speaking in a customer’s language, Now I can do those activities, but that’s a lot of work. I need a vehicle, is there any vehicle that will allow me to do those activities faster and cheaper and easier?” So what they’re doing is, they’re buying a vehicle. They’re only going to buy the vehicle if the energy required to get it is much less than the activation energy or the alternatives. Does that make sense?
  
• So this vehicle energy actually takes technology energy and entrepreneurial energy to make the vehicle. The vehicles just don’t exist; it takes entrepreneurial energy and tech energy to create a vehicle. So since a vehicle is an entrepreneurial technological expression of activity, excuse me, and it requires technology to assemble, we can express the vehicle energy as tech energy plus entrepreneurial energy. So the energy that it took to make the technology plus the energy it takes for the entrepreneur to assemble the technology and make it is useful relative to the niche.
  

What are the takeaways from activity, features, benefits, and value?

• So marketing is just the communication of useful, unique insights,s which are cause/effect relationships between activities and benefits. It takes research and time to come up with these unique, useful insights and then it takes engineering power and engineering bandwidth to turn these activities into products.
  
• It takes technology and entrepreneurial energy to turn those activities into vehicles and products tfor which customers and the niche would exchange money.
  
• The niche will only exchange money for the vehicle if the energy they expend in terms of money is less than the alternative, the activity energy. So if there’s another alternative in the market, or they could do it themselves, for less energy, then they’re going to do that.
• Here is an example of how you can use Activity, Old Way, Old Result, New Way, and New Results and describe Unique and Useful Insights.

• Here is an example of discovering unique and, Useful Insights and using these as secrets in your marketing messaging.
• UUI Q and A

In most cases, your UUI will leave the prospecting with questions concerning their unique situation. Since you are not there to answer questions in real time, we need to consider these questions by including Q&A within the UUI framework.

• Question Examples

What about [my situation]?

Does this work for [insert]?

How should I do [insert]?

• How many unique, useful insights can we use?

You can use as many necessary as needed so that your prospect is ready to buys into the cause-effect relationship between the new activity and the new result.

• Where are these UUIs used?
• These UUIs can be recycled for the content you will host on your resource index/blog index/youtube channel. You can go deeper and deeper. The main outline will contain the general points, but don’t be afraid to get deep in auxiliary pieces.
• Summary of what is a unique, useful insight

A useful, unique insight is the cause-effect relationship between a new activity and its benefit. They can also be thought of as “secrets” or “useful secrets.” Marketing is just explaining these useful unique insights. Once the prospect understands the UUIs, they will have demand for the new activities. You will position your product or solution as a better, faster, easier way to do those new activities relative to alternatives using your features. This is what creates sales.

Offers and Pricing

How is the offer stacked from activities, features and benefits?

• Alrighty, guys. So in this section, we’re going to be talking about the offer. Now what you did in the previous section is you defined your sales argument. And you have to rock-solid evidence as to why someone should do those new activities.
  
• You created value for each of those features. So what you’re doing right now is called stacking. And this is how you sell. So you’re stacking values. You’re stacking all this value. And then what we’re doing is we’re going to be creating offers.
  
• So this offer is going to be what you actually sell. So the offer is different from the features.
  
• The offer contains features, the offer contains items, which are the features. So let’s make an offer.
  
• And then what you’re doing is tallying up the total price, so that think and motivate the runway cost. It could be a hundred thousand dollars. And what we’re doing is we are incentivizing. So we’re basically saying this whole thing is worth a hundred thousand dollars if we were to piecemeal it, piece by piece, hundred thousand dollars. But right now, if you … The offer is like 1/10, let’s call it $10,000. You could price your offers whatever works for you.
  
• Also, we need to build urgency and scarcity … Let’s see here. The urgency, you could say, “If you act now you get a discount, you get a $500 discount.” We need to build urgency to close. If we don’t have any urgency or scarcity, or risk reversal, then we’re not going to be able to close any deals. So selling is different from closing. This will help you develop your closing. $500 discount if they close within 24 hours.
  

What’s another urgency?

• The urgency could mean that prices are scheduled to change on a date, right? So lock in now. So you’re building up the urgency. And then scarcity, you’re going to be introducing scarcity only, let’s say, a hundred customers per month. Something like that. Okay. We only have the bandwidth for … Support can only handle 10 calls per day or something like that. You need to build some scarcity. And then also you’re going to have to build up some … You’re going to have multiple instances of scarcity, multiple instances of urgency. We’re also going to be able to give a guarantee or risk reversal.
  
• This is how you close. Urgency, scarcity, risk reversal. Urgency, scarcity, risk reversal. And this could be a seven-day trial, could be a 14-day trial. It could be a money-back guarantee. It could be a money-back action-based guarantee if you’re doing a service, consulting service. It could be a six-month window.
  
• So that’s how you craft a freaking bad-ass offer. So go ahead and start working on that offer. And it should be very, very clear. Make sure you remember your urgency, your scarcity, and your risk reversal.
  

Case Studies

Why are case studies super important?

• Alrighty guys, so in this Section, we’re going to be talking about case studies. Now, case studies are super important because the business is the case study. The business is the case study. Remember, we made these promises. We have a niche. We made a promise. We have a product; we have a mechanism. We need to prove that it actually works, and we have to prove that it actually makes money.
  
• If the case study is not profitable, which means you charged a price and didn’t even make any profit off of it, and you don’t have powerful economies of scale or network effects, then we can’t tolerate not making a profit. It’s not going to work. If you don’t make a profit at the unit level, you’re not going to make a profit at the scale level because efficiency will go down at scale. We need to make sure that the price is high enough, and we actually profit at scale. We have to make a profit at the unit level so we can make a profit at scale.
  
• The case studies are very, very clear. So let’s map out the case studies. We have the company. We have the price you charge, the profit, the logo, the location, the vertical, the state. This is where a lot of the states are going to come from. The claims. The claims are going to be derived from the case studies. We need some proof. They’ll screenshot a video, video testimonials, and a case study explanation.
  
• In your own words, what happened. And this is really, really valuable because you’re essentially a storyteller. You’re telling the story. You’re telling the story of what happened. And then we have the quote of the customer. And then we have a name, and we have the picture of the person. We have a video testimonial. We have a reference if necessary.
  
• So remember Mario, the game? Super Mario, where you’re running around, and you’re collecting coins. Well, as an entrepreneur, you’re running around. You’re collecting case studies. And the more case studies you get, the stronger your marketing is going to be.
  
• And obviously, by just the fact that you’re getting case studies, you’re going to be able to improve your productivity and get more feedback and then make it better and better and better.
  

Social Proof, FAQ, Team, Background Story, Core Values

What are social proofs, and why are they needed?

• What do I mean by that? If you’re going to be influencing or you’re going to be getting someone to buy into either your thesis, your product hypothesis, your offer, your price, if you add social proof to your messaging, the comprehension rate and the level of attention you’re going to get is going to be much higher than if you didn’t have social proof.
  
• What is social proof? You need to prove that other people are using it. You need to prove so…
  
• We will be using social proof everywhere, in the ads, in the landing pages, in the video sales letters. They’re going to be everywhere. You’ll notice that social proof is everywhere. You’ll notice that I slapped the social proof on every page.
  

Why do we need Q&A?

• The Q and A are all the questions your customers will have about the information above. The questions regarding the product, questions regarding the thesis, questions regarding the pricing, questions regarding the offer. All of these questions are mapped out here. The way that you determine these questions is you just listen to the customers. You can just listen to sales calls, listen to the customers, just map out the answers. You can see here that we have like 80 questions here.
  
• These questions will go in your sales script. They’ll go in your marketing material. They’ll go in your sales letters. They’ll go in the follow-ups. When you train your sales reps, the sales reps need to be versed with all of these questions that you need to fire them off like no one’s business.
  
• Don’t be afraid just to go off. Who’s the success with this, will this work, or how can I trust you? How much time is it going to take? How much money is it going to take? Be very detailed with your answers. This is the language that you’re going to be using. You can see here, are you interested in investing? I wouldn’t have been able to anticipate that question. I wouldn’t have been able to write that question and answer if we didn’t get that on a sales call.
  
• So every time a new question comes up on a sales call, we throw it in here, and I answer it.
  
• Every new question that comes up, you’re going to be coming up with answers. You’re going to be so freaking prepared it’s not even going to be funny. This is how you can have a crazy high conversion.
  

Q and A Example Questions

• What distinguishes you from everyone else?

• Who are you guys, anyway?

• What exactly are you promising? What evidence do you have to back up these promises and claims?

• How do I know your solution will work for me? Who hasn’t it worked for?

• How do I present this to my team?

• What are typical contract terms?

• What type of support do you offer?

• Where did you get the idea to offer this solution?

How to map your team?

• This is pretty straightforward, map out the team, give a background. A little background story on each team member, have a photo, link to their LinkedIn, just map it out.
  
• You already have your social proof. I just bundled them together because we’re going to be using that in ads. Make sure you get your logos, your core values.
  

Why are core values important?

• The core values are the business. Sometimes your customers want to understand your core values. They want to understand what you believe in. We’re going to be mapping those out. We don’t spend a ton of time there, but they’re also helpful for employees.
  
• Your team members and your employees can get access to this document, and they’ll be able to see everything, they’ll be able to see the whole thesis.
  

Why is the founding and grounding story important?

• The last thing that we map out is the origination story. The origin story is really, really important. Customers will ask where you come from. Why are you doing this? What’s the story here? How did you get here? That’s what they’re going to ask.
  
• You need to be able to communicate your origination story. So the origin story is usually the founder or the CEO, or whoever is experiencing some sort of problem. They look around everywhere for a solution, but they can’t find one. They’re so frustrated. They finally get so frustrated that they are forced, they don’t want to, but they’re forced to solve the problem themselves. And then it works. Then it works so well that everybody starts asking them what they did. Then their new direction is to get the solution that they invented in the hands of more people. That’s really the origin story of every single business.
  
• So again, the founder has a problem, looks everywhere, and can’t solve it. They get so frustrated. They’re forced to solve it themselves. It works. It works so well. Does everyone start asking what the heck did they do? Now their new mission in life is to get that solution in the hands of more people.