The POW Method WORKSHEETS

Transcription

1 The POW Method WORKSHEETS

2 The POW Method WORKSHEETS PART 2 / Organize :

3 PART 2 / CHAPTER 7: Am I in the Right Place? Sense of Place Basics (10 minutes) 1. Make a list of all the things that you think are completely obvious about your product or service. Start with what it actually is, no embellishments. 2. Add more obvious features to the list. 3. Next to each item on the list, label it with an I for image, a T for text, or D for design Brick and Mortar (10 minutes) Imagine you have the perfect office/meeting space/storefront. What does it look like? How do your clients feel when they walk into that space for the first time? Excited? Nervous? Comfortable? At ease? Describe in detail what the space looks like and what you d like your visitors to feel. Write down the colors, the types of furniture, the curtains (are there curtains?). What kind of art? Are there windows? Do you sit behind a desk, across from them in a chair, next to them on the sofa? Throw pillows? Minimal lines? Fresh flowers? Crazy patterns? Or maybe you re outdoors, or in a yoga or art studio. Wherever it is that you think you could make the best impression for the VBV in a physical space, describe that. The more details the better. Sketch it out, if you re a visual person! EXTRA CREDIT: Are you on Pinterest? Create a secret board and set a timer for 1 hour. Pin all the things that you would want in your space and make notes about what you like on each. When the time goes off, set it for another 25 minutes and move all of the things that feel out of place to another board.

4 The Handshake (10 minutes) How do you come across to new people that you meet? Or how would you like to come across to new people that you meet? Your website is often the first time someone get s to meet you. Your content and design need to reflect you, or your business or product. Once your VBV has explored your site, they subconsciously feel like they ve already met you. This sets up expectations of what it will be like to work with you or what the product that they are purchasing will be like. These expectations MUST be congruent with what it is like to work with you in person! It will be a complete disaster for a client to hire you expecting one person, based on your website, and then find out you re nothing like the oh-so-serious business (or earth-loving firecracker) face you put up on your site. Same goes for products if the product your VBV sees and reads about on your site does not meet the expectations when it arrives, you ll have an irate customer on your hands. Ain t nobody got time for that! So let s set up those expectations. If you are a service provider and your site is primarily about YOU and the work you do, answer these: 1. How do you come across to people you re meeting for the first time? Are you funny? Intellectual? A life-lover? Strong and bold? Quiet and soothing? 2. Describe what it s like for someone to meet you in person. You might start by describing what you might wear, and what that might say about you. Like they say, first impressions count and that includes what you re wearing and how you style your hair. 3. Think of a character you are most like on TV, and try and use them as a stand-in for you. 4. Phone a friend (or two!) and have a little chat. Ask them what they would say about you if they were introducing you to someone new. If you are selling a product, answer these questions: 1. What s the typical reaction when you tell someone what you sell? Are they intrigued? Skeptical? Eager to purchase? Need to know more? 2. Describe what your ideal product presentation would look like in a store. A separate, branded

5 display? At the checkout? Just on the shelf? What colors and fonts? 3. What product (in another category) is most like the one you want yours to be? 4. Phone a friend (or two!) and have a little chat. Ask them how they would describe your product to another person! Aura (10 minutes) Do you have a person in your life that talks about your aura? Maybe she says yours is calm as the sea, or that you project the power of the Buddha. Your business has an aura too the feeling you project through the words you use (and then, secondarily, the design). How do you want people to feel when they look at your site? Do you want them to laugh lightly, at your witty words and clever copy? Do you want them to feel safe and loved, like a warm grandmotherly-hug? Do you want them to feel assured in your skill set, that you are a top-notch professional? Brainstorm 3-5 feelings you d like visitors to experience when viewing your site. Then circle the top two, and star the number one feeling. Examples of feelings:

6 Synonyms! (10 minutes) Take a look at your answers and descriptions for the three exercises. What words or feelings keep coming up? Open up a browser (or an old school thesaurus!) and check synonyms. Write any down that resonate with you.

7 PART 2 / CHAPTER 8: Do They Have What I Want? Product & Services Ws and H (25 minutes) Here come those Ws and H again! Pull out a piece of paper and write the name of ONE of your products or services at the top. Next, list the 5 Ws and 1 H down the left-hand side like so: PRODUCT NAME Who What Where Why When How The great thing about the Ws and H is that each of those single words is a question in and of itself. But they can also be expanded on! Answer the short versions, or if you need a little prompting, look at the longer versions below. Repeat the Ws and H list for each one of your products or services that is significantly different. FOR PRODUCTS, YOUR QUESTIONS MIGHT LOOK SOMETHING LIKE THIS: Who is it for? Describe the type of person who might want to purchase this product, or the person to whom this might be gifted. What is it? Write down the physical details of the product. What size is it? Does it come in different colors? What materials is it made from? Etc Where can it be used? Are there any limitations on the product? If you eat off of it, is it dishwasher safe? If you wear it, can it go in the washing machine? Can it be used indoors? Is it waterproof?

8 Think about where your VBV might want to use it and if it CAN be used that way. Why would someone want it? Is it a collector s item? Is it a good gift? Is it a natural alternative to a mass-produced product? Is it handmade? Is it made locally? In the why category, think about WHY someone would choose your item over one that they could purchase at Wal-Mart. (or maybe they can t and that s why it s so good!) When will they get it? What are your shipping policies? Do you have a return policy? Is it ready-to-ship or made to order? How will they use it? List the standard ways to use the product and throw in any wacky alternatives if you ve got em! FOR SERVICES, YOUR QUESTIONS MIGHT LOOK SOMETHING LIKE THIS: Who is it for? Describe the type of person who might purchase this service. Are they a consumer or a business owner? What kind of help do they need? Could this service be gifted? What is it? Write down the details of what is included. How many sessions? How long? Are there any supplies included? Where will a session be held? Online? Over the phone? In person? At a studio? At the person s home? Why would someone want it? What problems might your service solve for your VBV? When will it take place? Is it every second Tuesday? Scheduled individually? How will they use it? How will this service be used outside of the service? How will it make your VBVs life different or better?

9 20 Questions (20 minutes) 1. Are you selling a service or a product? 2. Describe your service or product. 3. How will subscribing/buying from you change their life? 4. What physical or digital things does someone GET when they subscribe or buy? 5. Why should they buy? 6. What reason would a VBV give for buying or subscribing? 7. Can your product or service be photographed? 8. Are there any prerequisites for buying your product/service? 9. Are your visitors mostly NEW people looking to buy your product or service or current clients looking for something? 10. For new visitors, what is the number one most important thing that they should know? 11. For new visitors, what are the top 3 things that they might be looking for? 12. For new visitors, what are the top 3 questions they might have? 13. For current clients, what are the top 3 things they might be looking for? 14. Is there anything that will need to be changed often? Once a month, twice a month, more? 15. What are the top 3 things YOU really want people to know about your service or product that they might not think to ask? 16. Have you won any awards or been featured anywhere? 17. Do you have testimonials from current clients? 18. Do you offer any free trials or special offers for new buyers/subscribers? 19. What s your best advice, in 2 sentences or less? 20. Who are you and why should they buy from YOU?

10 The WHY Chain (10 minutes) Have you ever babysat a year-old? If yes, you have probably run into The WHY Chain. The WHY Chain goes something like this: Why is the sky blue? Why? Why? But why? Until you get exasperated and say, Because I said so! You never want to to get exasperated with your VBV, so we re going to play The WHY Chain now. Why your VBVs are buying is the most important magic wand you have. Go ahead and answer the why s below. Why would your VBV want to buy/subscribe? But why? (How would it make sense in their lives or business?) But why? (What meaning would it have for them?) But why? (What would it make them feel?) But why? (Why do they WANT it?) 5 why s are usually enough to get to the bottom of the issue. Think simple, direct, conversationally, and emotionally. These are good places to start with descriptors for your product or service. If the words or phrases aren t scrolling across the brain of your VBV, then those words and phrases should NOT show up on your website.

11 The Interrogation (15 minutes) Do you have a person in your life who questions everything? Channel them. The questions that follow are ones that an investor or someone close to your VBV might have. They re good ones too if a little, well boxed in. Some people like to make decisions based on a feeling, and others want to check all of the boxes on their list. It s best to try and appease both types, since most people rely on a combination of the two to make decisions. FOR SERVICES The Interrogator: Does this person have the skills to do the work? TI: Has this person done work like mine? TI: Who is actually going to do the work? Will it be contracted out? TI: Will they listen to my needs and treat me like an equal? TI: Will I enjoy working with this person? TI: How good are they with deadlines? Will the work get done on time? TI: How much will this cost me? Are payment plans available? TI: What s the quality? Will it stand up over time, or will I need to have it redone or repurchase in 6 months?

12 FOR PRODUCTS: TI: How much is this going to cost me? Are payment plans available? TI: How big is it? Is it going to fit in my space? Will it look good? TI: Is the color going to work for me? TI: What if I don t like it? TI: What s it made of? TI: What s the quality? Will it stand up over time, or will I need to repurchase in 6 months? Add any other questions specific to your product or service that pop into your head to the list above, and answer them.

13 PART 2 / CHAPTER 9: How Do I Get It? Action Paths (15 minutes) Make a list of the pages that will more than likely be on your site. Don t worry too much if you forget one this is just a starting point. Write them out horizontally, all in a row. (You can find examples of common pages in Chapter 12.) Starting with HOME, draw an arrow to the page you want your client/customer to visit next. For instance, you might want your visitor to go from HOME to ABOUT. Draw a line with an arrow from HOME to ABOUT. Where should they go next? SERVICES? Draw a line with an arrow from ABOUT to SERVICES. Continue until you ve directed your VBV through each page on your site. Next, write your pages vertically, one per line. Use the order that your directed your visitors

14 through them above. HOME ABOUT SERVICES CONTACT DIRECTIONS This is your Action Path, the path that most VBVs will take as they explore your site. You can encourage your VBVs to take this path using Calls to Action, and guiding them to the next page. This gentle nudge will guide your VBV through more content on your site (and in the order that you prefer!) than letting them just wander on their own. Next to each page, write a CTA or two that would direct your VBV to the next to the page. Try to use a verb in each that helps create movement. People usually like to follow directions, and verbs are good suggestions for action. HOME: Read Our Story ABOUT: Explore our services SERVICES: Get in touch! CONTACT: Find us IRL DIRECTIONS this one might not have one. Keep these CTAs! You ll need them when we get to Part 3.