1. How to Bridge the Scary Gap between The Results You Want and The Results You Have
Assignment 2

2. Think Like Your Ideal Customer
Session 1
Think Like Your Ideal Customer
Session 2
Find & Use Your Hook
Session 3
End “One and Done” Sales
Session 4
Keys To An Engaging Website
Session 5
Building an “Active” Referral System
Workshop Agenda

3. The Basics 5 Sessions, 60 minutes each
All Sessions recorded & placed at
Weekly work assignments
Submit work assignments by Sunday night to for our review
Take notes
Call from a Quiet Place where you can work
Please use a headset, not your PC speakers

4. Session 1 Observations
Your #1 Requirement: Insights into the Mind of Your Customer
Dig deeper!
Ideal Customer cannot be “anybody” or “everybody”
You cannot be both an aspirin and vitamin in your marketing/sales

5. 2
Identify Your
Hook

6. Facts About Me and My Business
My business name is:
What I do is:
I’ve been in this business for x years/months:
I have/don’t have customers:
In 2017 I grossed x amount of money in the business:
I pay myself/don’t pay myself:

7. Authentic Marketing--Proprietary
My Super Powers
Tangible
Intangible
What We
Are
What We Do
How We
Do it
Who We Do
It For
Why We
Do It
Type here
Type here
Type here
Type here
Type here
Authentic Marketing--Proprietary

8. 30 Second Elevated Ingredients
For: (Target Customer) type here
Who Are: (Their Obstacles) type here
I Am: (state your category and difference) type here
That: (key problem-solving capability) type here
Delivering: (their Aspiration [the outcome]) type here

9. Supporting slides

10. Your “Super” Powers? Make You Different
Doesn’t work
Rarely
Quality
Value
Creativity
Customer Orientation
Price
Hard to do
Breadth of product line (do a lot of stuff)

11. Where Can You Find Your “Super Powers?”
Tangibles
Ideas
Products/Services
Company/Organization
Personality
Symbols
Being First
Attribute Ownership
Leadership
Heritage
Market Specialty
Preference
How your products or services are made
Being the latest/hottest

12. BEWARE of Table Stakes

13. What’s Unique About You?

14. Where Do You Look? It’s what they buy! The OUTCOME of Working with You
What THEY really want
How they change
Because you’re different
You bring them to their aspiration!
It’s what they buy!

15. Bake In Even More Uniqueness
Commodities
Products
Services
Experiences
Create an experience when people work with you

16. What Is An “Experience?”

17. Super Power Brainstorm Worksheet
Tangible
Intangible
What We
Are
What We Do
How We
Do it
Who We Do
It For
Why We
Do It
You can differentiate in five ways

18. Super Powers—Dr. Koudelka
What We
Are Do
How We
Do it
Who We Do
It For
Why We
Do It
Tangible
Intangible
Naturopaths
Primary care physician
The Listening Doctor
Licensed physicians from accredited medical school
Feel like the “me” you used to be
Women
And their families
Take the time to listen to what’s going on with you
Find and address the root cause, not the symptoms
Proactive programs
Medically trained and licensed
Treat you naturally and with prescriptions when necessary
Treating proactively health and beauty issues
Specialist in women’s issues like menopause, weight loss, fatigue, food sensitivities Botox, etc.

19. Authentic Marketing--Proprietary
Vetrazzo Super Powers
Tangible
Intangible
What We
Are
What We Do
How We
Do it
Who We Do
It For
Why We
Do It
Unique, visual solid surface using recycled glass
Distinctive recycled glass-based surfaces that express your style in harmony with your values
Best choice for self expression
The bold and lively solid surface
Bold and lively visual statement in solid surface materials
Visual signature of gorgeous and good
Lively, playful visual statement in solid surface
The first distinctive solid surface using recycled glass
Create stunning, bold, lively, playful mixes
Unique materials
Enable personal expression of style and values in solid surface building materials
Combine gorgeous and good into a single style
Create solid surface art work for homes and buildings
Let your home/building tell story of who you are
Put a story in every home/building
Let you make a statement, your mark
Maximize your purchasing dollar with style and substance
Promote business practices that respect the Earth and its environment
Speak to your senses
heartitecture
Mixing bold, lively, dynamic pieces of recycled glass
Patents
Building to and beyond the standards of granite
Recognizing that art/beauty lives in
Recognizing recycling affects local and global change
People who want to make a statement in their homes, buildings and worlds
People who want to leave their signatures on their homes, buildings and world
People who want to express their unique values
Gorgeous and good
Make a statement about you
It’s beautiful to do the right thing
Sustainable WOW
Nothing expresses your values like gorgeous and green
A story in every surface
Authentic Marketing--Proprietary

20. 30 Second “Elevated” Ingredients

21. 30 Second Elevated Ingredients
For: (Target Customer)
Who Are: (Their Obstacles)
I Am: (state your category and difference)
That: (key problem-solving capability)
Delivering: (their Aspiration [the outcome])

22. 30 Second Elevated Ingredients—Dr K.
For: Women
Who Are: tired of having no answers from their physician and only prescriptions to tackle menopause, weight loss and other women’s issues
I Am: The Listening Doctor
Who: actually listens to your concerns, finds the root cause and then treats you naturally and with prescriptions if necessary
That: returns you to the “me” you used to be.

23. 30 Second Elevated Ingredients--Vetrazzo
For: For people who want to make a bold statement in their homes or offices
Who Are: tired of the same thing and looking like everyone else
Vetrazzo is: the first distinctive, bold, playful solid surface using recycled glass
That: recycles glass from unusual sources to enliven your project and give you a totally unique room by making your counters, floors or tables a piece of art
And: put a story in every surface

24. X