Character Transformation
Where are they Now? (From)
How did your customers feel about themselves before using your product/service?
Who Are they Transformed Into? (To)
Who will your customer become after they use your product or service? What is their aspirational identity?
BrandScript
A Character
Who is our character?
What do they want?
How do they want to be perceived by others?
With A Problem
- External – What is the problem?
- Internal – How is the problem making them feel?
- Philosophical – Why is this just plain wrong?
- Villain – Who or what is the root cause of your customer’s problems?
The Guide
- Express Empathy – What statement can you make to demonstrate you care about the customer’s frustration? (i.e., We get it …)
- Demonstrate Authority – What stats or awards can you use to demonstrate? authority (competency)? (i.e., We’ve helped people just like you)
The Plan
- What three steps (no more than 5 steps) can you give a customer? (i.e., (1) Call (2) Discovery (3) Custom Plan)What is the proprietary plan/process called?
Call To Action
- What is your direct call to action? (book now, call now, download this)
- Email drips
- Slowly on-ramp people
- Position yourself as the guide
- Create reciprocity
- Give, give, ask
- Long-term nurture
Helps Them Avoid Failure
- What negative consequences will your customers experience if they don’t do business with you?
Ends In Success
- What good things will happen to your customers if they engage with your products or services?
- How can you make your customers’ lives better?
- Paint the vision (i.e. peace of mind, increased leads/sales, predictable revenue)
