E5 CAMP  ->  EXAMINE

PROSPECT ANALYSIS

  • Basic Demographic Profile – learn to talk in their language
  • Behavior Profile – prior purchases, gurus, movies/TV
  • Prospect WEB Analysis
    • W – Wants & Desires – what do they deeply want or believe they need?
      • Wants are stronger than needs, you sell to the want and you deliver the need
        • I.e., people want to be fit and toned and to be able to eat what they want with minimal exercise – that is what you sell to
        • what people need is a diet plan and a workout plan that are both restrictive – this what they need but you sell them heat they want
        • They want the hole and not the drill
      • We do not create desire, we channel existing desire
      • We are turning desire into demand for your product
      • People are driven by deeper emotional desires
        • Victor Schwab – How to write a good advertisementbook
          • There are things people want to Gain…
          • There are things people want to Lose…
          • There are things people want to Be…
          • There are things people want to Do…
          • There are things people want to Save…
      • Understanding the Secret of Secret desires – ask they 5 whys to understand what is the root underlying motivation
        • The answer is often a feeling – successful, independent, loved, security, wanted/desired, respected, comfortable, worth it
      • The Ideal client exercise – describe what happens to them as they use the product or service – what transformation and side benefits do they achieve as a secondary benefit
    • E – Emotions / Feelings
      • How does your prospect feel right now and how do they want to feel
      • Are they angry, embarrassed, frustrated?
      • What emotion are they coming into your funnel with?  What emotion are they hoping to come out of your funnel with?
      • Prospects BUY based on feelings
    • B – Beliefs and Identifications
      • Generally held beliefs that your prospects live by
      • What preconceived ideas and notions do they come into the funnel with about your company and your industry
      • What does the prospect belief about the fundamental problem or situation?
        • Are they the victim, do they believe that they can make the transformation
      • What do prospects believe about the industry and your competitors
FOR 5 STAR WE SHOULD BREAK DOWN THE PROSPECTS THAT WE ARE TARGETING AS NEW AUTHORITIES AND NEW APPS AS THEY ARE BASICALLY COMING INTO TRUCKING.  THEY WILL HAVE A DIFFERENT MENTAL STATE (EAGER, EXCITED, NERVOUS) THN TRUCKERS THAT ARE LONG ESTABLISHED (FRUSTRATED, TIRED, CYNICAL)
WE CAN HAVE A SEPARATE CAMPAIGN TARGETING LONG-ESTABLISHED AUTHORITIES THAT ADDRESSES THESE EMOTIONS
GREAT MARKETING PRESENTS A STRONG CONTRAST BETWEEN BEFORE AND AFTER USING YOUR PRODUCT / SERVICE