Have you ever noticed that in really good movies the good guy and the bad guy always want the same thing?
A shiny trophy.
A better tomorrow.
In a galaxy not so far far away, the same is true in business.
You and your big bad nemesis – your competitor – trade crunching body blows with roundhouse ads and uppercut blog posts and jab like tweets and haymaker ‘definitive’ guides for the same prize.
It’s as simple and brutally Rockyesque as that.
Some days you’re on top of the world.
Some days you’re scrambling to get up off the ropes.
Others you just stand there huffing and puffing while a chicken races around your feet.
But the thing is, without the fight, no one would be in the fight.
Because without conflict and drama and setbacks, winning wouldn’t feel much of anything at all.
And we all LOVE to win.
Think about that: we actually LOVE to win.
We don’t like winning.
We don’t think winning is just okay.
We LOVE to win, because winning isn't easy.
So the question I’m asking is this:
How do you stay on top?
How do you reach and resonate and keep reaching and keep resonating with your target audience in an ever over crowded market?
And if you dare to move up a division or two, what’s the secret magical gut-punching ingredient that gives your brand a shot at the title time and again?
Rather than relying on generic data or guesswork to determine buyer wants, unlock new sources of growth by understanding your buyer’s goals and how you can address them.
It's a done-with-you, Audience & Offer Masterclass with a content creation sprint.
In other words, I'll personally work with you to implement a hyper-focused, lean version of our M·P·I Customer Conversion Framework.
This is in the trenches, where the rubber meets the road, get stuff done work, connecting the dots from beginning to end to pull your prospects forward step by step.
All these insights will help you create a rich profile of your customer so you can master your content calendar and know what to publish on your website, emails, sales presentations and Ads in order to get the highest return on your time and effort.
- If you publish regularly on your blog or social media — it's the best strategy where ALL your time and effort becomes the most profitable.
- If you pay for advertising — it's the most important part of the equation to ensure you get your investment back to build your brand bigger and faster than ever.
- If you struggle to compete in a crowded market — it's the one secret method that puts clear blue ocean between you and your competitors.
The workshop schedule
Step 1. Why are your potential customers so indecisive? What are the hidden barriers that keep them from adopting it?
“It’s too expensive.” “There’s too much going on right now.” “It's just too complicated.” “We’re happy the way things are.”
People are naturally wary of making a big decision. Of picking up the phone. Subscribing. And parting with their cash. But this is one area where you have to be perfect.
And if you want learn about marketing persuasion at the HIGHEST caliber — then learn from those in history for being persuasive at the HIGHEST caliber. (They ALWAYS follow the same formula.)
In a nutshell, in Step 1, we'll diagnose the wants, needs and desires of your market much BETTER than anyone else and craft the perfect angle to be the most magnetic to them.
We don't want the superficial stuff — we want to unearth the deep, visceral, compelling desires that motivate people to take action.
Step 2. Is selling your service your biggest problem?
Even if you have the best service in the marketplace, you’ll lose to a competitor’s mediocre offering if they demonstrate it more effectively.
Break through the marketing barriers to attract your intended targets.
“Leveraging Buyer Intent” How the marketing pro’s use state-of-the-art customer profiling to “reverse engineer” the desires of any given market and channel that desire into back to them. — This really is the secret sauce.
Step 3. What’s the secret gut-punching ingredient that delivers the most important opportunities, benefits, or outcomes that your customers want most?
The extent to which you solve 2 problems (logical vs psychological) in the mind of your prospect will determine the value you’re creating.
Get more people to say yes by aligning your solutions to customer problems that deliver the outcomes they desire most.
Step 4. If your headline fails, marketing fails. The world is waiting for your message. But will they hear it?
If your headline doesn’t pull a prospect to become a reader of the content, then it has failed you and your potential customer.
Not only will your promotion falter, but the remainder of your ad, brochure, web site, or article, will be rendered useless.
Stop your readers cold with “The Process/Mechanism Principle”. The surprising new approach to increase sales or sign ups. It's the magical lure that compels your best prospects to read further to gain the full, promised benefit.
Step 5. We’re all competing. But how do you compete with those who are better than you?
If your customers believe that they can ‘only’ get the result they want from you, then they’ll want it because you’re the only one who has it.
Demonstrate why you’re the only choice with the exclusivity of a “One-Of-A-Kind Signature Solution™”. And if you need proof that it works. In a small part, here it is ..
Step 6. How do you distinguish your services from a growing crowd of competitive solutions? What does your product or service do that others don’t?
A unique benefit that promises something the prospect deeply desires but cannot get elsewhere, is a surefire attention-grabber.
Think about an Ad. A great Ad. A compelling Ad. What do they deliver on?
How some of the best Advertisers use “The 4° Of Newness” to turn an ordinary service idea into a compelling marketing idea that captivates your prospects both intellectually and emotionally.
Step 7. The world is getting busier. There are over 200 million blogs on the Internet, so how do you cut through the noise?
Here’s the answer .. Connect with your audience at the right stage with the right type of content.
“The 5 Levels Of Customer Awareness” Discover why the most persuasive influencers in the world use this method to write their blogs, emails and social media content to get the highest return on their time and effort.
Step 8. Traditional bribes like lead magnets don’t have nearly the same conversion power that they used to.
So what CAN you offer that gets more people to contact you?
“Proceed With 2 Options” The master secret to generate real demand for your expertise by combining an incomparable line up of offers with unbeatable guarantees that no one can say no to.
And the best part, you’ll see better website conversions when you do.
Step 9. If only 3% of your market is ready to buy at any given time .. what is it that the 97% (who bolted) were hunting for — that you failed to offer?
Here’s why elite marketeers use sales funnels.
Create a clear blue ocean between you and your competitors from gaining awareness of your brand, to receiving a “thank you for your purchase”.
It's the centrepiece where your marketing itself becomes the most profitable.
Your Ideal Client Avatar. Customer Research/Profiling Framework
One customer profile to ‘zero in’ on the wants, needs and desires of your market much BETTER than anyone else in order to craft the perfect angle to be the most magnetic to them.
We’ll identify their pain points and critical purchase drivers to prioritize what copy angles to maximise on.
Your Signature Solution™
One world-class visual representation of your unique business process. This process is what makes your service much more believable and tangible.
We’ll demonstrate why you’re the best choice with the exclusivity of a “One-Of-A-Kind Signature Solution™”
Your Content Marketing Strategy
This essentially is your end-to-end content marketing guide. To begin with we’ll have 40 content ideas connecting the dots from awareness to action.Generating new content ideas using “The 5 Levels Of Customer Awareness” is literally endless. — The idea is we'll blog our way to ‘paid for’ book. The secret to getting paid to build your brand with Advertising.
Your Lead Generator
This is how we'll draw people into your ecosystem. It’s a new case study framework specifically designed to engage your audience, by making the customer, not the product or service, the hero, helping the readers put themselves in the shoes of the featured customer.
Your Sales Offer
Our goal is to think of as many ways to combine different elements as to provide value. Every offer has building blocks, so we’ll define the pieces that when combined will make your offer more irresistible.
Your Sales Funnel Plan
This is your end-to-end customer journey mapped out in exquisite detail from gaining awareness of your brand, to receiving a “thank you for your purchase”.
It demonstrates a birds eye view of your content marketing strategy, email relationship building series, online sales strategy and the key landing pages — illustrating how they all connect together.
Your Signature Sales Presentation
This is the culmination of the majority of our work to show your prospects what makes your products and services unique from all their other options.
It’s a digital presentation that demystifies your One-Of-A-Kind Signature Solution™, clarifies the offers, deals with sales objections, removes any risks with unbeatable guarantees and concludes with a low resistance offer to get started.
Essentially, it’s your final playbook.
This can be used as a standalone presentation, repurposed to a pdf or VSL. We'll be using it as a goto reference for writing future emails, landing pages and Ads.
The framework also includes blueprints to create:
Relationship-building email series
Case Study pages
Brand Story / About page
Social Media posts
Day in the life documentaries
So if you're either:
- Living in "second-guessing" mode — never knowing what will REALLY move the needle.
- Holding back because you don’t know how to deliver the most impact to get the highest return on your time and effort.
- Not knowing how to plan something that's sharable, clickable, rankable and knocks your potential customers off their feet ..
Let me help you change all that with a revolutionary new battle plan that actually works.
Yours for those blockbuster breakthroughs,
Founder of An Artful Science®
Author of the M·P·I Conversion Method™
Stephen has provided a service of the highest standard.Mark Howarth.
I’ve worked with designers, web developers and sales funnel experts for many years and it’s rare that someone possesses all three of the skills needed in equal measure.
Stephen is an expert in each area.
He has completed four projects so far — all of which have been on time, to budget and representing brilliant value for money — showing a high level of care and dedication.
Stephen continues to work with me now on a number of clients.
It’s rare I write a reference this glowing but I wholly recommend him without any reservation.!
Founder & Director, MCH London