Description

6:03 Beginning of Brad’s Spiel

• Like words being interchanged
  • Customer Avatars
  • Customer Archetypes
  • Customer Personas
  • Target Market
• “Features don’t help you get your point across, or cater your messaging or what you are trying to sell to an individual or a group of people.” -B

6:45 Pandora analogy

• There was these native tribespeople and we as earth people were trying to swoop in and leverage resources. What they did was create this persona that would be able to communicate directly to the native people. -B
• We are trying to classify and characterize who those people are. The native people of pandora are who we are trying to describe through this exercise. -B
• “So in order to communicate with the natives, we need to understand who the natives are.” -M
• Making avatars can help: sales team, marketing team, HR team, and even operations people.

8:31 First Thing

• Demographics
  • Name
  • Age
  • Gender
  • Marital Status
  • Occupation
  • Location
  • Kids?
  • Etc. (Income, Education)
• “This is who they are and what we can find out through some research.” -M
• Take stock of this information for all your first customers.
• “This whole process is a missed opportunity if you’re not doing it.” -B

13:00 Michael’s Break Down

• To communicate with the natives, you need to understand them. To understand them, you must analyze the data. If you don’t have the data you need to gather it.

13:24 Step 2 + 3

• Goals, Values, and Belief Systems
• Sources:
  • TV Shows, books, news, websites
• “For those of you who are watching this wonderful show, we are considered a source of information for you.” -B
• “You become the average of the five people you spend the most time with because the information that is consistently pushed into your brain becomes innate because the Myelin Sheath and therefore you begin to generate values and based on those values you develop goals and those goals help you with demographics.” -B
• Myelin Sheath - wrapped around your neurons is this material called myelin. The more you take your brain through a thought process or through that exercise the myelin sheath gets thicker and thicker and thicker. This is why repetition is important when you’re trying to practice something is so important because it reinforces the myelin sheath. Practice makes perfect.
• 17:47  Michael’s Break Down
• “Repetition creates reinforcement, reinforcement creates strength, the stronger the thing is the more fixed it becomes, and then it’s less likely to change and therefore is a valuable data point that I can target with my messaging.” -M
• 18:30 Step 4
• Challenges and Pain Points
• “We are trying to understand, based on our products or service, what pain points a customer may have.” -B
• Pain Points- can be as small as a mosquito bite because the itch doesn't go away. There are multiple solutions (before and after, long sleeve and anti-itch cream)
• “You might notice that I always wear a sweatshirt or a coat or have one with me. Even when it’s 100 degrees outside.The reason is, even if you don’t use it at a point in time, the individual you are with aka your significant other, who typically refuses to carry one {can wear it}, and now you look like the hero.”

21:52 Step 5

Full show notes here