CVO Lesson 2 Slides
STEP 1: DETERMINE PRODUCT MARKET FIT
In other words, do they want what you’re offering?
BEFORE
AFTER Distance = Value
$$$
“Good marketing and copywriting simply articulates the move from the ‘BEFORE’ state to the ‘AFTER’ state…”
BEFORE
AFTER
Have
Cold, hard tub
Warm, squishy tub
Feel
Scared/Frustrated
Confident/In Control
Avg. Day
Bath Time Is Terrible
Bath Time a Breeze
Status
Unappreciated
Super Mom
“I have made the most wonderful discovery…men will fight long and hard, even die, for a bit of colored ribbon.” - Napoleon Bonaparte
Once you’ve identified your market’s “ideal after” you can craft your “Statement of Value”…
SOV VS. USP
So now that you know EXACTLY what your market wants, the hard work is done, right?
WRONG!!!
Just because the market wants what you’re offering…
That Doesn’t Mean They Want It From You (At Least…Not Yet)
This is what most business owners do…
FACT: 91% of 18 - 34 Year-Olds are Interested in Getting Married…
It’s not that your visitors and prospects don’t want to buy from you…
It’s just that they want to…
…“date” first.
The Two Types of Doubt
1. Prospect’s doubt in you or your brand 2. Prospect’s doubt in themselves
And that’s what “Lead Magnets” and “Tripwires” allow you to do…
In other words, do they want what you’re offering?
BEFORE
AFTER Distance = Value
$$$
“Good marketing and copywriting simply articulates the move from the ‘BEFORE’ state to the ‘AFTER’ state…”
BEFORE
AFTER
Have
Cold, hard tub
Warm, squishy tub
Feel
Scared/Frustrated
Confident/In Control
Avg. Day
Bath Time Is Terrible
Bath Time a Breeze
Status
Unappreciated
Super Mom
“I have made the most wonderful discovery…men will fight long and hard, even die, for a bit of colored ribbon.” - Napoleon Bonaparte
Once you’ve identified your market’s “ideal after” you can craft your “Statement of Value”…
SOV VS. USP
So now that you know EXACTLY what your market wants, the hard work is done, right?
WRONG!!!
Just because the market wants what you’re offering…
That Doesn’t Mean They Want It From You (At Least…Not Yet)
This is what most business owners do…
FACT: 91% of 18 - 34 Year-Olds are Interested in Getting Married…
It’s not that your visitors and prospects don’t want to buy from you…
It’s just that they want to…
…“date” first.
The Two Types of Doubt
1. Prospect’s doubt in you or your brand 2. Prospect’s doubt in themselves
And that’s what “Lead Magnets” and “Tripwires” allow you to do…
