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workwithadamp - Amazon S3 · PDF file Empathy Map Step by Step Meet John :) Give your empathy map a name. Anything is ok. It will help you relate to them and make it more personal

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    ‘WorldViews’  -­  Why  Discovering  Your  Avatar  is  the ‘Key’  to  On-­line  Success

    “Worldview  is  the  term  I  use  to  refer  to  the  rules,  values,  beliefs  and  biases  that  an  individual customer  brings  to  a  situation”  -­  Seth  Godin

    Who  are  you  Marketing  to?

    Grab  a  coffee,  tea,  a  can  of  beer  (only  one  though)    or  whatever  it  is  that  you  drink,  and  take a  few  minutes  to  read  this  report.

    Don’t  let    this  report  gather  virtual  dust  on  your  desktop....OK!

    Before  we  get  into  the  meat,  let  me  tell  you  one  thing==>

    The  relationship  starts  before  the  opt-­in!

    Sound  odd?  Bet  you  were  thinking  that  a  prospect  has  to  opt-­in  before  we  begin  that relationship  building  lark  right?

    If  so,  this  report  will  be  an  eye-­opener  for  you.

    Think  about  this  for  a  minute.  You  have  4  folk  looking  at  your  offer;;  a  new  SEO  tool.

    James  and  Jane The  last  time  James  bought  a  similar  tool  2  years  ago,  he  got  screwed.  His  worldview  is  going to  be  very  different  from  Jane  who  regularly  buys  the  latests  tools  to  enhance  her  online blogging  platform  and  has  had  some  top-­notch  experiences.

    Fred  and  Luke If  Fred  sees  his  job  as  an  innovator  and  is  encouraged  to  try  new  alternatives,  he  will  have  a different  worldview  to  Luke  who  is  told  to  avoid  risks  and  cut  costs  where  he  can.

    Different  people,  same  product  they  are  looking  at,  completely  different  worldview.  And therefore  the  same  people  will  make  a  different  decision  based  on  this  worldview  that  they have.

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    So  what  should  you  do?  Change  their  world  view?  No!

    Identify  a  group  of  folk  with  a  worldview,  frame  your  story  in  terms  of  that  world  view,  and reap  the  benefits.

    How  does  this  affect  you?  Well,  probably  you  are  either  in  a  BIZ  OPP  already,  or  are  thinking about  one.  If  you  are  the  latter,  great,  you  got  here  just  in  time.

    If  the  former,  don’t  worry...it  is  never  too  late.

    Does  the  below  sound  familiar?

    a)  Get  an  offer b)  Drive  traffic  to  that  offer c)  Build  a  relationship  via  Email d)  Convert  and  get  sales

    W-­R-­O-­N-­G!  Big  time.  But  that  is  the  methodology  most  people  are  told,  so  that  is  what  they do.  Perhaps  you  too?  I  did  it  back  in  the  day.  We  all  knew  no  better.

    But  something  was  wrong.  A  and  B  went  well,  we  tried  C  and  D  just  didn’t  materialise  at  all.

    One  of  the  most  overlooked  items  when  designing  a  marketing  campaign  is  also  one  of

    the  most  important  and  should  never  be  skipped:

    Identifying  your  target  population.

    It  sounds  so  basic,  yet  it  is  so  regularly  skipped.

    If  you  want  to  attract  more  of  YOUR  target  population,  then  you  must  identify  them

    with  laser-­like  proficiency.  One  of  the  best  ways  to  do  this  is  to  be  able  to  visualize  your

    target  market.  I  recommend  using  an  Avatar  approach.  This  way  you  can  envision

    exactly  what  your  target  looks  like.  Once  you  can  see  them  in  your  minds  eye,  it's  much

    easier  to  attract  them.

    An  Example:

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    If  you  are  selling  weight  loss  products  for  instance,  who  exactly  are  you  trying  to

    attract??

    "anyone  who  is  overweight"====>>>>  Nope!

    That  is  just  way  too  broad  a  spectrum  of  people  to  effectively  attract.  You  must  get

    much  more  specific  as  to  who  they  are.

    The  lesson  here  is  to  be  more  specific  and  don't  try  to  attract  absolutely  everyone.  As

    the  old  story  goes  "He  who  chases  two  rabbits  catches  none".

    You  must  get  specific  for  each  campaign.  You  should  note  that  you  can  have  multiple

    "ideal  prospects"  and  their  related  Avatars,  however,  each  campaign  must  be  addressed

    to  a  specific  population  to  be  able  to  appeal  to  their  specific  needs,  challenges  and  other

    emotional  triggers.

    The  importance  of  understanding  your  audience.

    It  is  important  not  to  try  to  market  to  everyone.

    A  creative  way  to  get  this  process  rolling  is  to  create  what  is  known  as  an  Empathy  Map

    Empathy  Map  –  Let’s  Look  at  how  to  Make  One.

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    The  empathy  map  above  was  drawn  out  on  a  white-­board  with  coloured  post  it  notes  added  to

    it  as  time  went  by.

    You  don’t  need  a  white-­board,  you  can  simply  get  a  piece  of  blank  paper  and  begin  to  craft

    your  empathy  map  on  it.

    You  may  need  to  change  it,  add  to  it,  alter  it…but  you  DO  need  to  start  it.

    Put  simply,  an  empathy  map  is  the  world  from  someone  else’s  Point  of  View.  It  is  what  THEY

    see,  do,  think,  feel  and  hear.  Their  ‘worldview’

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    It  is  THEIR  world  perspective.  Not  yours.

    It  is  more  than  a  demographic  of  your  ideal  customer;;  you  are  getting  inside  their  head  and

    writing  down  their  aspirations,  fears,  dreams,  environment  and  concerns.

    Write  all  this  down,  and  you  have  an  empathy  map.  It  can  be  hard  at  first,  but  just  get

    started.

    Empathy  Map  –  Difficulties

    The  problem  that  you  will  face  (I  did  too,  believe  me)  is  that  your  empathy  map  is  not  skewed

    by  your  OWN  worldviews.  In  other  words,  it  must  be  unbiased.  That  is  hard….

    You  need  to  try  to  look  through  the  lens  of  your  ideal  customer.

    I  recently  read  an  article  about  how  Daniel  Day-­Lewis  prepares  for  his  acting  roles.  It  is

    extreme  to  say  the  least.  He  gets  in  character,  sometimes  for  8  months  at  a  time.

    He  has  had  his  ribs  broken,  lived  in  a  real  prison,  gotten  a  boxing  license.  Heck,  in  his

    Oscar-­winning  performance  of  My  Left  Foot,  it  was  reported  he  acted  as  if  he  could  not  walk

    for  the  duration  of  the  filming,  so  much  so  that  crew  had  to  carry  him  around.  But  he  won  an

    oscar  and  it  is  viewed  as  THE  model  of  how  acting  should  be  done.

    Now  you  do  not  need  to  go  to  such  extremes  in  creating  your  empathy  map…but  you  get  my

    drift.

    Empathy  Map  Step  by  Step  -­  Meet  John  :)

    Give  your  empathy  map  a  name.  Anything  is  ok.  It  will  help  you  relate  to  them  and  make  it

    more  personal.  I’ll  call  mine  John...No  particular  reason.

    If  your  primary  audience  is  a  father  of  2,  then  John  will  represent  this.

    Go  so  far  as  to  use  a  photo…it  can  help…honest!

    Here  is  a  sample  (minus  the  photo)  of  what  an  empathy  map  looks  like  before  being  filled  in:

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    This  is  just  a  sample  empathy  map.  But  basically,  try  to  divide  the  map  into  4  quarters:

    1.  SEE

    2.THINK/FEEL

    3.  SAY/  DO

    4.  HEAR

    Ok,  so  a  step  by  step  Process  of  empathy  mapping:

    1  —  WHAT  DO  THEY  SEE? Describe  what  your  ideal  customer  sees  in  his/her  environment:

    ● What  does  it  l

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