Would you say that really what you did was targeted on the alpha woman, basically a part of the woman?

– Exactly. 
– Instead of saying, “She’s going to be 50%.”
– No, yeah, exactly, a woman who has amazing feminine energy but when she needs to kick it in, she goes and gets stuff done better than any man, and there’s plenty of them out there.
– That’s my avatar.
– That’s who you are, and that’s your avatar that you’re focusing on, because we’re not serving them as well as you could. Peter draws who he draws magnetically, that’s who he draws. Now we might be wrong, and we might do an exercise here and we refine it, we’ve got a ton of data, we’ve got a ton of Adwords data, Facebook data.

Maybe the guy I just described is going to be different, but that’s where we started, and I met, not just Silas, but so many people like that at the business school. I did interviews with people, and I was absolutely struck by the congruence of the energy. No one in there didn’t get along, it seemed.

Obviously there might’ve been a few things we don’t know about, but everyone in there bonded. It was a special group, and a lot of people were like, “Oh, it’s like we were supposed to get together.” Yes, you were. Because we spent a lot of money trying to figure this out, and you all are here for a reason. Okay? And those 1% lookalike audiences from Facebook, which is in the tactics, we’ll go over those in calls, will get you your avatar.

You don’t need to go outside of your avatar. Facebook is connecting you to the entire world that has your avatar. So don’t worry, there’s enough people out there in the world, if you provide something that solves real problems, you’re never going to run out of customers. You’re going to run out of capacity, but you’re never going to run out of customers.

Marketing is like dating. First Attributes but then you have to get to know her Empathy is putting yourself in someone else’s shoes and really just trying to understand who they are, what their hopes and dreams are, what their fears are, why they’re not where they want to be, and then you can come up with a solution for them. And that’s what, the next thing we’re going to learn today, after we go over your avatar, the attributes are one thing.

So, I’m going to give a dating analogy here. So you meet a girl, you’re like, you’ve got a list. I want her to look like this, I want her to look like this, blah blah blah, I want her to like reading, traveling, you know, you’ve got this list, a little checklist? You meet her, the girl of your dreams, but then the next step is actually the really interesting part, which is, understand her. Which is impossible, but, try, and you might get somewhere.

The same thing with your ideal client. It’s not enough to just know their attributes, because those are the, there’s two layers to this. There’s the facade, which is their age, their sex, their occupation, where they live, if they’re, you know, we’ll go over that. But the second part to this is, we’re just going to spend two hours on understanding who they are psychologically. I’m so glad that you all went to Sage Business School because you’ll get into this part. But that’s really what it’s all about, because once you do this exercise, the empathy map, and you really do it well and you get feedback from other people, your sales letters and videos are going to be painfully obvious to you. 

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