MODULE 3 STAND OUT IN THE CROWD

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Claire Gray
6 years ago
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1 MODULE 3 STAND OUT IN THE CROWD

2 Your Signature Element Business Maximize Your Story Your Target Market & Ideal Client Brand Hero Journey Market Research Done Right 0WWW.DARIAZEST.COM0 20

3 Your Signature Element Business Your Signature Element in your business is YOU If you were to describe yourself, what would it be? What fires you up? Sit with this question for a while. It s important not to mix what lights you up with what fires you up. What we re looking for is literally firing you up. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 30

4 If you were to infuse your business with all 5 senses, what would it be? 1. If my business expressed 100% of me, it would look like: 2. If my business expressed 100% of me, it would smell like: 3. If my business expressed 100% of me, it would taste like: 4. If my business expressed 100% of me, it would sound like: 5. If my business expressed 100% of me, it would feel like: Imagine you ve got your own boutique. You re walking down the street and getting closer to it. Describe in detail how your boutique looks like from the outside? INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 40

5 Now imagine you re entering your boutique. What is the first thing you see? Who are the people you interact with in the boutique? 0WWW.DARIAZEST.COM0 50

6 What are you selling in the boutique? Your loyal clients have just entered the boutique. You start talking to them. Describe them in detail: how they look, their mood, their character, their struggles, challenges, dreams, where they come from, what they are doing, etc. 0WWW.DARIAZEST.COM0 60

7 Now describe your team that supports you daily in your boutique. How you interact with them, what s your leadership position? How can you now transfer your boutique vision onto your business to design your own boutique coaching business? INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 70

8 The thing you re most afraid of will set you apart. Your flaws, weaknesses, and even something that used to make you feel weird and insecure, can become your signature element. What do you think it can be? Signature element business is not about the money, it s about delivering happiness. How will you deliver happiness to your clients in your business with something that nobody is doing, something that is 100% you, something very special and unique? You can read a book by the CEO of Zappos Tony Hsieh Delivering Happiness to learn more about the concept. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 80

9 Maximize Your Story Why you have this dream of becoming a business owner in the first place? INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 90

10 List down 10 memories from your life that were those breaking points for you to decide to start your own business WWW.DARIAZEST.COM0 100

11 I call the following exercise a "5-step Story Sales Pitch" that will help you transform your life story into an epic sales pitch. Describe in full details the stage you are at right now in your life and business (e.g. working in a 9-5, starting a business on a side, making $2K/month,etc.) Now imagine you are standing on the stairs and there are 5 steps behind you. Take one step back and describe your life and business on the 5th step. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 110

12 Take again one step back and describe your life and business on the 4th step. Take again one step back and describe your life and business on the 3d step. 0WWW.DARIAZEST.COM0 120

13 Take again one step back and describe your life and business on the 2nd step. Take again one step back and describe your life and business on the 1st step. 0WWW.DARIAZEST.COM0 130

14 Your potential clients are on either of the 5 steps behind you and what they want is to get to their next step, up till where you are now. Everything is relative and it doesn t matter at what stage you are now, your clients will always come from a couple of steps back. So treasure your experience because there are people out there who want to get where you are now. Always. You ve got life experience, you got to your 6th step, you know the way how to get there, and there are people who want to learn from you how you did just that. Write a narrative story about how you got from your 1st step to where you re now (don t miss a single step): Your Target Market & Ideal Client There is one very important business principle you have to remember: Speak to many and attract no one. Speak to one and attract many. Don t be afraid to miss out, or to leave money on the table by making your niche too narrow. When you re super clear about one person who is your ideal client, you ll be so good in providing services to the specific needs of this one person, that others will follow naturally. If, on the other hand, you try to focus on many people at once, you won t be able to satisfy so many INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 140

15 needs. Which eventually will result in you trying to please everyone, when in reality you ll serve no one. Coaching clients is a relationship. There is only one single person you can be in relationship with. In such a relationship you know your partner better than they know thyself. If you are focusing your attention on this one relationship, the relationship will thrive. If you try to be everywhere for everyone, no relationship will benefit from it. Filling out sections below there s one very important rule be clear and simple, not smart and creative. A 10-year old kid needs to understand everything you ll be describing below. Imagine your ideal client now, this one single person. Fill out the following information about this person. Name Sex Age Relationship status Children (if any) Background Career Residence INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 150

16 How your ideal client spends a normal workday? How your ideal client spends weekends? INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 160

17 Now imagine you re a fly on a wall in a café where your client is meeting with her/his friend. Listen carefully to what they are talking about and make notes using the specific words from the language your ideal client s using. What are the hobbies of your ideal client? INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 170

18 What is your ideal client happy about right now? What is your ideal client worried about right now? 0WWW.DARIAZEST.COM0 180

19 What is your ideal client confident about? What is your ideal client insecure about now? 0WWW.DARIAZEST.COM0 190

20 What makes your ideal client wake up at 2 am in the morning, stare at the ceiling, worrying? What are they telling themselves in this moment? What questions are they asking? What emotions are they feeling? INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 200

21 What are the top 3 struggles of your ideal client right now? Don t forget to note everything in the exact language/specific words your ideal client uses. The struggles What will happen if they don t take any action to resolve these struggles right now Are these struggles their immediate need? Would they actually pay for the solution? If yes, describe why it s an immediate need. If no, come back to the previous question and choose the struggles that are their immediate need, something they would get their credit cards out to pay for. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 210

22 Describe in the exact words of your ideal client their dreams and goals right now. Pay attention to the sense of urgency as well, i.e. how urgent it is for them to reach this goal/dream. Goal/Dream How would they feel if they don t achieve this goal Urgency Score from 1 (the least urgent) to 5 (the most urgent) INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 220

23 Describe how you could help your ideal client solve each of their top struggles right now. Struggle The most urgent goal/dream (4-5 urgency score) Your solution 0WWW.DARIAZEST.COM0 230

24 Describe what you d absolutely love doing providing solutions to your ideal client s problems, and what would bore you, causing too much of unnecessary effort. Your Solution Solution to struggle #1. What you absolutely love about this solution What you hate about this solution Solution to struggle #2. Solution to struggle #3. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 240

25 Re-write your ideal client s most urgent goals/dreams (with 4 or 5 urgency score) starting with what your ideal client is moving away from, e.g. I want to stop being broke, I want to leave my job, and what your ideal client is moving towards to, e.g. I want to become a millionaire, I want to be a freedom-based entrepreneur. Moving away from Moving towards to INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 250

26 Now having your ideal client s top struggles and most urgent goals/dreams in mind, describe below in a very concrete way what your ideal client will PAY for and why. WHAT your ideal client will pay for WHY your ideal client will pay for it INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 260

27 Again having your ideal client s top struggles and most urgent goals/dreams in mind, describe below in a very concrete way what your ideal client will NOT PAY for and why (e.g. People who do yoga will not buy basic yoga videos, because they already know it). WHAT your ideal client will NOT pay for WHY your ideal client will NOT pay for it INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 270

28 You re still a fly on the wall, and your ideal client is now talking about what they will pay ANYTHING for. List below what they re saying using their specific words/language. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 280

29 Most of the time you are or you were your ideal client. Fill out the following information about yourself as your ideal client. When I was my ideal client My biggest struggle was: I used to do this to solve it: I wish someone would offer me this as a solution to my biggest struggle: I would have paid X$ to solve my biggest struggle at that time: If the coaching offering/product/service had/included this it would stand out for me in the market: I would make my mind on either using this resource or not to solve my biggest struggle based on the following criteria: I would never pay for to solve my biggest struggle: INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 290

30 Based on all the information you provided above, fill out the following table (in precise detail) to get a full picture of your target market & ideal client. My target market is: The main pain points (struggles) of my target market are: The most urgent pleasure points (goals/dreams) of my target market are: Solutions I ll be offering to my target market to get from their pain points to their pleasure points are: INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 300

31 Brand Hero Journey Almost every successful Hollywood movie, bestselling book, or epic marketing campaign, use the concept of the Hero s Journey introduced by Joseph Campbell in The Hero With 1000 Faces. The Hero s Journey describes the journey of the Hero or Heroine who steps out of their ordinary life in pursuit of getting to their higher calling, transforming on their way and contributing to the world. Here s how the Hero s Journey looks like: Source: Pinterest.com /Classroomcollective INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 310

32 Ordinary World This is the Hero s/heroine s everyday life. Here we learn crucial details about our Hero/Heroine, their true nature, capabilities and outlook on life. The Hero/Heroine is a human, just like you and me, we can easily relate to each other, identify with them and hence later, empathize with their calling. Call to Adventure The Hero's/Heroine s adventure begins when they feel the inner or outer conflict, and are being called to disrupt the comfort of the Ordinary World. Here they start facing the challenge of undertaking the major change. Refusal of the Call At this stage the Hero/Heroine have fears of the unknown. They have second thoughts or even deep personal doubts as to whether or not they are up to the challenge. They will refuse the call and as a result may suffer somehow. The problem they face may seem too much to handle and the comfort of the Ordinary World prevails. They are reluctant at this stage. Meeting with the Mentor This is a crucial turning point where the Hero/Heroine desperately needs guidance and meets a mentor who gives them something they need. Whatever the mentor provides them with it helps them to overcome fears and doubts and gives the strength and courage to begin the quest for a better future. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 320

33 Crossing the Threshold The Hero/Heroine is now ready to act and transform physically, spiritually or emotionally. They finally cross the threshold between the familiar world and the unknown. This action signifies their commitment to the journey and whatever it may have in store for them. Tests, Allies, Enemies The Hero/Heroine is out of the comfort zone and is confronted with challenges that test them in a variety of ways. The Hero/Heroine needs to find out who can be trusted and who can't. This is the stage where we gain a deeper insight into their character and ultimately identify with him even more. Approach To The Inmost Cave Here the Hero/Heroine makes final preparations before taking that big leap into the great unknown. They may once again face some of the doubts and fears, may need some time to reflect upon their journey, and find the courage to continue. Ordeal Here the Hero/Heroine must face a dangerous physical test or a deep inner crisis in order to survive. They must draw upon all of their skills and experiences in order to overcome the most difficult challenge. Only through some form of "death" can the Hero/Heroine be reborn with even greater power. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 330

34 Reward (Seizing The Sword) After defeating the enemy, surviving death and finally overcoming his greatest personal challenge, the Hero/Heroine is ultimately transformed into a stronger person and often with a prize. The Hero/Heroine must quickly put celebrations aside and prepare for the last leg of the journey. The Road Back The Hero/Heroine starts their journey back home, facing some dangers and protecting their prize. At this stage of the journey there may be a moment in which they must choose between their own personal objective and that of a Higher Cause. Resurrection This is the climax in which the Hero/Heroine must have their final and most dangerous test. Ultimately the Hero/Heroine will succeed, destroy their enemy and emerge from battle cleansed and reborn. Return With The Elixir This is the final stage of the Hero/Heroine journey in which they return home to the Ordinary World as transformed human beings. They ve learned a lot and now are called to help others transform as well. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 340

35 Now tell a story about your brand hero s/heroine s journey from the ordinary world to the return with the elixir stages. Include as many of the phases in between as you can. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 350

36 Based on everything you ve done above, it s time to sum up your signature element. The goal is for you to know it so clearly that when someone wakes you up in the middle of the night you can say in one minute the following: Who are your clients? (one short sentence only) What are your clients immediate needs (i.e. they would pay to get those needs covered)? (one short sentence only) What results your clients can expect from working with you? (one short sentence only) What makes you different from other coaches out there? (one short sentence only) INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 360

37 Market Research Done Right One of the most important things in business is knowing exactly who your ideal client is, what they want, and how they want it. The next step towards getting crystal clarity on your target market and ideal client is to ask them directly. That s why studying your people is key. As a person with a PhD I do take market research very responsibly. Because this is where the gold of your business is. Here are the main rules on how to do market research (studying your people) just right: Do it permanently. You never stop doing market research in business. Study your results carefully. Only ask your potential client, i.e. the person who s in your target market group, not a friend, a family member, a spouse, etc. Market research is your responsibility, not a wish. The more you do it, the more of service you are. Schedule your market research quarterly. Reach out to the right people. Stay focused on your end goal being of a better service as an expert. Ask the right questions always keeping people connected to the solution to their problems. Do it only live, and feel in between the lines. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 370

38 Here s what you need to have ready before you start with your market research: 1. A Questionnaire template for an interview (preferably in Word to note down people s answers right away) 2. A recording system to record your interview (preferably use Skype for these, you can record then through Call Recorder, etc.) You need to let your interviewee know beforehand that you are recording though. 3. A scheduling system for scheduling your interviews (you can use Calendly, Acuity, TimeTrade, etc.) This is also what you can use for scheduling your sales calls and session with clients. 4. Social Media Posts/Newsletters prepared to go out and announce about your upcoming market research. 5. A small free gift the person would get after they give you interview. Conduct as many interviews as you possibly can to get the most information about your ideal client. The better you ll know your ideal client from their own words, the higher you chances are to create something that will sell on autopilot because your people will say I knew I had to work with you, because it felt as if you read my mind. Questions to ask your prospects on the interview (please adjust to your specific coaching niche if needed): How old are you? What is your marital/relationship status? What s your Facebook page? What s your current job/business title? How satisfied are you with that? What are you current career/business goals? What are your main struggles/challenges in life right now? What s your 1 biggest challenge right now? What keeps you up at night? INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 380

39 What are your top 3 main fears right now? What are your top 3 main desires and dreams? What are you main obstacles, inner and outer, to achieve these goals? Would you hire coaching support to move through XYZ? Why would you hire a coach right now? Why now vs the next year? Why would you not hire a coach to help with XYZ? What other courses/programs have you taken in the past? What would a coach need to offer for you to choose to invest? What would a coach/a package need to offer for you to pay X for it? What specifically would you be looking for in a coach? What would stand out for you in the sea of coaches for you to choose one? If you were 100% sure in the results you ll be getting from coaching, how much would you be willing to invest in working with a coach? What objections do you have to investing in services that will help you live your dream? What kind of package would speak to you? Why? What would absolutely be a no go for you? What would bring the most value to you in a coaching relationship? If you were about to hire a coach right now what would be your most desired result to receive from working with this coach? How quickly would you expect to see these results? Why do you think you need X amount of time to solve XYZ? What level of time and commitment would you be willing to invest in to see the results you desire? Have you worked with other coaches before? What was your experience like? What would you be willing to pay extra for? Would this Bonus give you extra value? If not, what would give you extra value? Whom do you follow on social media? What are your hobbies? What blogs do you follow? How do you research for information online? What media do you consume (magazines, tv shows, podcasts, etc.)? Who do you follow on Facebook (celebrities, other coaches, etc.)? Are you a member of any associations? Would you be willing to use your credit card/borrow money to afford hiring a coach to solve XYZ? You can check the book ASK by Ryan Levesque to learn more on what questions to ask to get deeper insights from your potential clients. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 390

40 List below the exact questions you ll be including to your Questionnaire template for the Interview? 0WWW.DARIAZEST.COM0 400

41 What recording system have you chosen to record your interviews? What scheduling system have you chosen to schedule your interviews? Write below the 5 samples of your Social media posts/newsletters you ll be posting/sending out to get people on an interview with you. What you need to include: 1. Start with *** NEED YOUR HELP *** 2. Tell who you re looking for (e.g. I m looking for single moms) 3. Tell the purpose of this interview (e.g. I m a coach helping and I m designing a program for (describe your target market) that will solve XYZ. I d like to chat with you if you re in this target group and could give me some insights.) 4. Introduce the catch (in one sentence tell people where you ve been and where you re now to show your own personal transformation and that you are an expert it needs to be very personal and catchy) 5. Inform about your gift (e.g. As my gift to you you ll get a 20-min one-on-one assessment with me) 6. Tell how long the interview will last (not longer than 20min) 7. Indicate how it will happen (over phone, Skype, etc.) 8. Include a link to schedule an interview with you 9. Include a compelling photo (of you smiling into the camera, or anything else relevant for your target market) INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 410

42 Sample 1. Sample 2. 0WWW.DARIAZEST.COM0 420

43 Sample 3. Sample 4. 0WWW.DARIAZEST.COM0 430

44 Sample 5. Use FB Graph Search to find groups with people from your target market. Make sure you ve got these 3 things before you start posting on Facebook: 1. Your profile photo on your personal FB page with you looking into the camera so that people can see you well. 2. On your personal FB page description in the work section you need to write that you are a X Coach at Y (where X is what kind of a coach you are, and Y is the name of your business linking to your FB business page) so that when people see your post and check out your profile they can easily learn who you are and what you do. 3. On your business page have one clear sentence explaining what you do and a link to your website/landing page (if you have one) in the About section. List below FB Groups you ll be posting in about your upcoming interview. INFO@DARIAZEST.COM0 0WWW.DARIAZEST.COM0 440

45 notes 0WWW.DARIAZEST.COM0 450

46 The doors will be opened to those who will be bold enough to knock.

Joseph Campbell. The Hero s Journey

Joseph Campbell. The Hero s Journey Joseph Campbell The Hero s Journey A non-fiction book of comparative mythology. This publication discusses his theory of the journey of the archetypal heroes found in world mythologies. The first 5 interviews