Understanding the Importance of Demographics in Marketing

Where this is used: Throughout your entire funnel.

Why/how it’s useful: Demographics on their own, don’t provide much value or insight. If you’re going to market based on demographic info, you need to be clear on WHY that data point matters — what is it about that demographic that makes the problem you’re solving more pronounced or pressing: What are the unique and specific stakes or consequences of the problem based on the demographic profile. Likewise, what are the unique and specific desirable outcomes that their demographic profile enables them to receive.

Section 1 – Relevant Demographics

1. Gender (and why this matters)
2. Age (and why this matters)
3. Number and age of children (and why this matters)?
4. Income (and why this matters)
5. Relationship status (and why this matters)
6. Where they live (and why this matters)

Harnessing Everyday Psychographics for Deeper Connections

This data is used to start generating connection and display an understanding of their everyday life. Showing that you “get” their current reality and placing your sales arguments within that context increases their trust in your ability to transition them into a new one. These insights don’t necessarily have to be related to what you’re selling; they are used purely for building connection and rapport. The most effective way to invigorate your copy is by integrating it into the context of their daily experiences. Starting with small, specific details often proves to be more impactful, as the mundane aspects can resonate deeply. These observations serve as excellent material for crafting hyper-specific metaphors and similes, enabling you to create lively headlines and subheads that situate your sales narrative within a familiar, specific, and vividly dimensionalized reality.

Section 2 – Everyday Psychographics

For example, compare the impact of a simple question to a more vivid and context-rich proposition:

• Why aren’t you making more sales?

Vs.

• So why aren’t you igniting your happy hormones with heaping doses of grass-fed butter, rolling in PayPal notifications, and blast-looping Beethoven’s fifth through your Bose headphones?

1. Typical Morning Routine

• What does their typical morning look like: Do they drive? Take an Uber? What are they listening to? Through what kind of headphones? What are they drinking? Out of a mug or thermos? What apps are they checking — are they loading up Skype or Zoom? Spotify or iTunes, waiting for an apple update?

2. Seinfeld Moments

• What are their “Seinfeld Moments”? Those little everyday annoyances they encounter: The slow walker, the person who takes forever to order at Starbucks, the jerk who uses his Macy’s bag to reserve the last free table before ordering, the moment you feel unfairly obligated to respond to a fb message or iMessage because it’s marked as “read”, etc.

3. Night Routine

• What does their night routine look like? Pretending to meditate, sipping lavender tea, reading 10 pages of the latest self-help bestseller Oprah recommended before their eyes give out?

4. Media Consumption

• What books/shows/media are they likely to be consuming right now? Netflix, House of Cards before Spacey ruined that for everybody, Stranger Things, The Four Hour Workweek for the 15th time hoping they’ll actually apply it, CNN, The Food Channel, etc.

These elements are used to evoke stronger emotions, take a stand, and invite the audience to align with a particular ethos, potentially polarizing in nature to either strengthen bonds with your readers or repel them.

1. Sources of Discontent

• What are they TIRED of seeing? What makes them sick? For example, marketing gurus with hyped-up promises and rented Lamborghinis.

2. Resonating Values

• What is it about the way you run your business or your program that will resonate with their personal values? Like Ramit Sethi advocating against incurring credit card debt.

3. Inspirational Aspects

• How does your tribe inspire you to be better?

4. Protective Measures

• What do you REFUSE to let them be exposed to or endure anymore?

5. Standing Together

• In what other areas can you take a stand with them (or for them)? Consider where competitors or common conventions have failed them and left them disillusioned.

6. Confirming Suspicions

• What suspicions/conspiracies/fallacies can you confirm for them?

7. Common Enemies

• What (or who) are your common enemies?

This content, while not fitting into a specific section, when woven throughout your copy, fosters intimacy, transparency, and trust. It's also useful for sparking email hooks and stories to integrate into your copy or enrollment conversations.

1. Core Motivation

• Why do you do what you do?

2. Empathy for Struggles

• What is it about your audience’s struggles that breaks your heart?

3. Vision for the Audience

• What reality do you see for them — that they don’t yet see for themselves? Do you have an example of that?

4. Pain of Unfulfilled Potential

• What pains you most about their inability to see that potential?

5. Learning from Failures

• What was your biggest FAILURE as a coach/educator/program creator? How do you feel you let that market down? And what did you learn from that experience? What vows did you make from that moment?

6. Gratifying Experiences

• What’s the most GRATIFYING or FULFILLING experience you’ve had as a coach/educator/program creator?

7. Unexpected Impacts

• How did that experience exceed your expectations – and maybe open your eyes to a deeper impact you didn’t even know you were making?

8. Depth of Commitment

• How deep is your commitment to serving this market? How have you re-engineered your own life to create that impact? What have you sacrificed or given up in the name of that mission?

9. Learning from the Market

• What have YOU learnt from your market? How have they inspired you?

10. Vision for a Better World

• The world will be a better place when __

This section plays a crucial role in addressing objections and misconceptions in your Sales Page's “Slaughtering the Sacred Cows” segment.

1. Common Excuses

• What’s the biggest excuse your avatar makes for having NOT achieved a favorable outcome yet?

2. Excuse Validation

• How might that excuse be justified? How can you validate that excuse?

3. Overcoming Limitations

• What is it about you or your method that overcomes that limitation?

4. Competitor Comparison

• How do your biggest competitors fall short in overcoming it?

5. Industry Misconceptions

• What is a false belief they have about the industry?

6. Self-Doubt

• About themselves and their ability or capacity to achieve it?

7. Solution Misconceptions

• About the best way to solve the problem or achieve the outcome?

8. Positive Timing

• Why might it be a GOOD thing that they’ve waited until now? Do you have an example to back that up?

9. Overcoming Objections

• List the 3-5 biggest objections they might have around forging ahead with your product? And for each, explore how you can create comfort and ease around it?

10. Sacred Cows with Sour Milk

• What are their “sacred cows with sour milk”? These are the most commonly held and widely-accepted beliefs and paradigms that DON’T serve your prospect. Ones that they’re most READY and willing to be released from.
  • Sacred Cow 1:
  • Sacred Cow 2:
  • Sacred Cow 3:
  • Sacred Cow 4:
  • Sacred Cow 5:

This section focuses on identifying the unique factors that position your prospect to succeed and how past challenges can be reframed as stepping stones to their current and future achievements.

1. Unique Empowerment Factors

• What skills, characteristics, experiences, circumstances, or points of pride, exclusively empower your prospect to achieve the end result?

2. Forgiveness of Past Mistakes

• What missteps, regrets, or sunk costs might they need to forgive themselves for BEFORE being willing to change?

3. Reframing Failures

• How can any of those previous failures be re-framed as necessary steps or prerequisites for where they are now? How can you alchemize that misfortune into something useful?

“Neck brace moments” are instances that deeply resonate with your prospect, making them feel understood and validated. These moments build strong trust and connection between you and your audience.

1. Confirmation of Experience

• What can you confirm to them about their present experience/struggle as it relates to the problem your product solves?

2. Importance of Resolution

• What can you confirm to them about WHY solving this really matters in their life?

3. Acknowledgment of Skepticism

• What can you confirm to them about their skepticisms and reasons for being rightfully skeptical?

4. Points of Disillusionment

• Where have they been MOST let down or disillusioned?

This section is pivotal for illustrating how your product functions as a “magic wand” for your prospects, delivering transformative outcomes and benefits at various levels.

1. Magic Wand Moment

• What is the main magic wand moment or outcome your product can deliver?

2. Core Importance

• Why is this important to your prospect? Or, why is it what they REALLY need?

3. Deeper Significance

• One level deeper, WHY does that matter?

4. Fundamental Impact

• And if you can go even deeper, why does THAT last one matter?

5. New Opportunities

• What new opportunities will arise as a result? How do we frame this as a push goal, that opens them up to new favorable opportunities? How can we connect this outcome to other important wants?

6. Intangible Benefits

• What other intangible or unexpected problems does buying your product solve? For example, freeing them from “the search” for a solution, or giving them the confidence to double down – knowing that they’re getting an ROE (return on effort).

7. Four Levels of Benefits

• What are the 4 Levels of Benefits they’ll experience using your product:
• LEVEL 1 (Immediate/Tangible)
• LEVEL 2 (Immediate/Emotional)
• LEVEL 3 (Long-Term/Tangible)
• LEVEL 4 (Long Term/Emotional)

This section aids in crafting the narrative for your sales closes, particularly in illustrating the “Risk Mitigator” and “Divergent Paths” scenarios, by contrasting the potential futures with and without your product.

Success with Your Program

• In vivid detail, what does “success” in your program look like in 3 days from today?
• 3 weeks?
• 3 months?
• 12 months?

Life without Your Product

• In vivid detail, what would their life look like 3 days from now if they DON’T buy your product?
• 3 weeks?
• 3 months?
• 12 months?

This section is dedicated to delving deep into the psychological and emotional landscape of your prospect, enhancing empathy and understanding to craft a message that resonates on a profound level.

Visualization Exercise 1: MOHT (Moment of Highest Tension)

• Where are they judging themselves most critically?
• What can’t they accept/tolerate in themselves?
• What would they be most embarrassed by if their peers saw or knew?
• Where have they failed to meet their own expectations? The expectations of others?

Bonus Questions for the Moment of Highest Tension and Subcutaneous Wound on the “Launch Bible”

Visualization Exercise 2: The Perfect Testimonial – MOHP(T)

Details not provided but implied to focus on envisioning the ideal testimonial reflecting the program's impact.

Visualization Exercise 3: The Mic-Stand Moment – MOHP(T)

This exercise likely involves picturing a defining moment of public recognition or success for the prospect.

Visualization Exercise 4: The Champagne Clink – MOHP(T)

Imagining a moment of celebration that signifies a significant achievement or milestone for the prospect.

Visualization Exercise 5: The “Million Dollar Bet” (PFYI Close)

Envisioning a scenario where the prospect is so confident in achieving success with your help that they would bet a million dollars on it.

The Moment of Highest Tension: A Vivid Account

Imagine the scene: The room is a hive of activity, buzzing with the palpable energy of an impending launch. Your prospect, the focal point of this story, sits hunched over a cluttered desk littered with papers, multiple screens glowing with relentless urgency. The air is thick with tension, each click and clack of the keyboard resonating like a ticking time bomb.

The faces around are a canvas of concern and anticipation. Their expressions morph from hope to horror as the project manager unveils the digital map sprawling across the screen. It’s a constellation of tasks, each “email” icon a star in a galaxy of complexity. There’s an overwhelming sense of dread as the sheer scale of the project unfolds.

The moment of despair crashes like a wave as the prospect realizes the magnitude of what lies ahead. From a state of controlled optimism, the room spirals into a vortex of panic. How did we transition from everything being under control to a scenario where control seems like a distant memory?

Internally, the dialogue is a cacophony of self-reproach and desperation. The prospect’s thoughts race, “I’ve overshot, this is unmanageable. How did I not see this coming?” The internal monologue is merciless: “You’ve promised the team, the audience, the partners… How are you going to deliver now?”

Their mind is a battlefield, cluttered with thoughts of inadequacy and failure. The prospect is trapped in a loop of self-loathing, questioning every decision that led to this moment. “Why did I commit to such tight deadlines? Why didn’t I foresee the complexity?”

As they dial into a meeting, the reality of the situation sinks in deeper. Searching for a copywriter becomes the next Herculean task. The conversation unfolds with each candidate revealing their steep prices and lengthy onboarding processes, exacerbating the sense of despair. “Expensive, and they can’t even meet the deadlines. What was I thinking?”

The contrast between the initial excitement and the current dread is stark. The prospect feels alone in the eye of the storm, ensnared in a web of unmet expectations and looming deadlines, a stark reminder of the thin line between success and failure in the high-stakes world of launch campaigns.

Glowing Testimonial Email

Subject: A Heartfelt Thank You and Amazing News!

Hey!

Just wanted to reach out with some AMAZING news… Yesterday, my team and I landed a contract that, just a few weeks ago, would have been out of our league. This deal not only doubled our yearly revenue but also opened doors to networks and opportunities we hadn't dreamed of accessing so soon. Which is pretty awesome!

But more than anything, I’m grateful and relieved that I feel confident in our future. We’re not just surviving; we're thriving, expanding, and setting new standards in our industry.

And this is just the start!

I’m hoping to build upon this initial success, and eventually scale our operations internationally.

Which I know would REALLY enhance our market presence and solidify our brand globally.

Anyway – can’t thank you enough for all your training and support!

It’s pretty hard to believe that only a few months ago I was totally stuck… facing the daunting task of revamping our entire business model, feeling like the only way to overcome our stagnation would be to cut our workforce – a sacred cow with sour milk.

More than anything – just wanted to thank you for showing me another way was possible – and delivering on it! A lot of people pay lip service to that. But you and your program really delivered. Especially with your unique approach to strategic planning and execution, which turned out to be the unexpected mechanism for achieving such astounding results.

All my best,

Alex, 45

PS. You probably hear this all the time but your ability to tailor strategies to specific business needs is unparalleled. Which is a lot more than our biggest competitor can say 😉

Assignment:
Imagine that you’re hosting a live event to support your product or program.
You’re meeting hundreds of your clients for the first time — you open the floor, and ask anybody willing to share their experience to come up to the mic stand.

Your perfect client eagerly rushes up to the stand.

Takes a moment to compose him/herself.
And then opens up…
What made them join?
What was their starting point?
What previous challenges were they having in relation to this outcome?
What does their life look like now?
And why are they SO grateful and happy that they took you up on your
offer?
What would they be saying that would make YOU, as the creator, feel
completely fulfilled. Like you achieved the highest possible outcome
with your product/offer.

Champagne Toast over Skype or Zoom: Sharing the Success

Imagine sending a bottle of champagne to a recent client and planning a virtual celebration over Skype or Zoom. During this virtual meet-up, what would the client be sharing? They would delve into their journey, from the starting point to the present, recounting the transformation and the results that even you, as the service provider, find astonishing.

From Start to Triumph: The Journey

What was their starting point? The discussion would begin with the client’s initial situation, the challenges, and struggles they faced before engaging with your services. This part of the conversation would be highlighted in orange, indicating the pain points and past failures.

What exactly would you be celebrating? The celebration would focus on the client's achievements and the success realized through your collaboration. This would be the green-highlighted section, emphasizing the Success, Wins, and Outcomes.

Unveiling the Remarkable Outcomes

The client would share detailed outcomes that demonstrate significant transformation. These results would not only underscore the success but might even surprise you, revealing the profound impact of your work together.

Beyond Visualization: Real-Time Celebration

Bonus Tip: Celebrating your client's success can transcend mere visualization. Sending a tangible gift like champagne, accompanied by a handwritten note and a printed link to your booking app, can add a personal touch to the celebration. This gesture not only honors the client's achievements but also strengthens your relationship.

Documenting the Celebration

Recording the call and having it transcribed would be invaluable. Using a color-coding system during the transcription process can help in categorizing the discussed topics:

• Orange for discussing past challenges or pain points.
• Green for highlighting successes, wins, and positive outcomes.
• Yellow for initial hesitations, objections, or resistance encountered at the beginning of the journey.

This approach not only celebrates the client’s success in a unique way but also serves as a tool for reflecting on the journey and understanding the transformation process in-depth.

Identifying the Ideal Client for Your Service

Key Criteria for Success

• Past Efforts and Failures: Ideal clients have a history of attempts and failures, showing their perseverance and willingness to seek solutions.
• Achievements: Look at their previous successes to gauge their capability and drive.
• Daily Commitment: Their everyday actions should demonstrate a clear focus on solving the problem at hand.
• Success Indicators: Observe strategic actions and consistent efforts that signal their potential to succeed with your service.
• Mindset: A positive and resilient attitude is crucial, indicating they can handle challenges and work towards achieving set goals.

Selecting the right client involves evaluating their history, current actions, and attitude, ensuring they're poised for success with your product or service.