1. Start with a problem people are aware of
    1. Major Failure Point
    2. Start-up era companies…
    3. neat ideas…
    4. want to do…
      1. …not a problem in the market
      2. underwear for men company
      3. do people realize that there’s a problem
      4. don’t start with a problem that people don’t know they have
    5. Keyword Research
  2. ICA — Ideal Customer Avatar(s)
    1. day in the life
      1. experiencing discomfort — actually feel the problems trying to solve
    2. pick specific people, name them, pic them
      1. you are the market
        1. past –> present
    3. lukewarm vs love/hate
    4. fine not catering to everyone
  3. Audience related Offer
    1. digital purchasing
    2. agitate pains
      1. competition
      2. relive feelings
    3. pleasures
      1. future pace
      2. feel it
    4. emotional decision making (really choices) is most common
      1. really hungry person will buy food
      2. “starving crowd”
    5. clarity — “just be freaking clear”
    6. building an audience considerations
      1. consider conversion from the very beginning
      2. attracting an audience
    7. Joshua Fletcher Boxer Briefs” in search in Google — go do it!
  4. Product vs Offer
    1. How much of the offer is about the product?
      1. Really about what problem the product/service solves
      2. comes down to feeling
    2. Benefits vs Features
    3. Cornflakes — Offer = colon health
      1. Simplicity
  5. Pricing
    1. David Mills Double shortcut
    2. steak dinner — sell experience, feelings
    3. Anchors
      1. replacing
      2. uniqueness — not being commoditized
      3. “The Stack”
      4. Big numbers
      5. Clients — show earning

More info about David Hood & Joshua Fletcher:

https://digitaldominationdojo.com/

https://omgmachines.com/

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