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Target ProleHow to identiy the right target prole or your business


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Psychotactics Ltd. Sean D'Souza. All rights reserved.

Published by PsychoTactics Ltd.

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Psychotactics Ltd.

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ContentsThe Blindspot With Target Prole .................. .................. ................... ................... ..1

Persona vs Person..........................................................................................................3

Questions To Ask During Interviews .......................................................................5

Why Feedback Is Critical .............................................................................................7

Writing Your Sales Page ..............................................................................................9

Can You Get Target Prole Wrong? ................................. ................... ...................11

Mutliple Target Proles................ ................... .................. ................... ................... .. 14

Working With Three Audiences ................... .................. ................... ................... .. 16

Psychotactics Books and Audio .................. ................... .................. ................... .. 18

Psychotactics Courses .................. ................... ................... .................. ................... .. 19


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How To Identiy The Right Target Prole | 1

The Blindspot With Target ProleI remember when I took my rst driving test inAuckland, New Zealand.

I was asked by the testing ocer to go down ahill. Immediately, I put my gear into neutral and

coasted downhill.

You know what happened next, dont you?

You cant ever put a car in neutral and coastdownhill. Tere are a whole bunch o things thatcan go wrong. And in such a situation your carneeds to be engaged in some sort o geari youwant to stop.

But that downhill drive was my blindspot. I had done it so many times beore, that I didnt seethat it would not only cause a problem, but get a nice big F (as in Failed) against my test.

And most o us make the same mistake when we get down to working with ourtarget prole

Almost all o us, when asked about our target prole, get drawn into the mistake o describinga target audience. And this mistake is normal, because almost every marketing book or coursetalks mostly about target audience. It suggests that we should look or a bunch o people. e.g.people who are araid o making presentations. And while this is a great starting point, its onlythe starting point.

But you may have realised that an audience wont get you very ar...

You may not be ocusing on an audience, but instead on a type o person. So instead o peoplewho are araid o making presentations, you think o a ctional person. And you say: Ok, letscall him Chris. And then you go on to rattle o the actor o how this ctional person calledChris may end up being terried o presentations. And you think youre on the right track atthis point.

But a testing instructor would still ail you

And this is because youre still not paying attention to that blind spot. When we use the term,target prole, its not an audience, and its not a lets call him Chris. Because i you say lets callhim Chris, youre saying the ollowing:

Chris is a ctional person. Kinda like a real person, but not a real person.

He kinda lives in a real house. But not in a real house, but in a ctional house.And he lives in a real city, but not really.And his dog. Well, he used to be real.His girlriend. Well, heck, she could be Lady Gaga or Ellen Degeneres (well, its ctional, sowho cares?)

He eats ctional hamburgers and he can eat seven hundred at one go, right ater he has ty-three shots o tequila.

Its easy to imagine the ideal audience. Be honestwith yoursel. Real people are ar more productivethan pieces o ction.


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2 |How To Identiy The Right Target Prole

You see the dierence between real and ctional?

Because the Chris I know isnt ctional. He lives about 20 minutes rom where I live. Hes agenius at computers. He doesnt drink water, only wine and milk. Hes grumpy as hell and yetextremely helpul. And i I wanted to go out with Chris or lunch, I know that Id have to deal

with his grumpiness. And I know exactly what hed want. And i I went wrong, Chris wouldput me straight in no time at all. And the Chris I know isnt interested in making presentationsat all.

But I do know Christina

Christina isnt a big an o making presentations. She would rather bake two dozen cakes andhave kittens, than speak. And were not even talking about the hard task o presentations.Were talking about just standing up at a networking meeting and speaking or one measlyminute. Christina knows its critical or her business. She knows shes in a sae space withriends all around her, but she cant overcome the wave o panic that starts the night beore.

She prepares like crazy, but its the same thing over and over again. She cant sleep well. Tedrive to the event is an ordeal. She looks at all those people at the networking meeting, so cooland relaxed, and wonders i she can ever be like them. And then, when shes done, she eelslike somehow she could do a better job. Shes happy to go back to the oce, turn o the phone,rechargeand just do what shes good at doinginstead o doing these crazy presentations.But now, she has to make a presentation. And shes terried...

Now thats the emotion and drama you get with a real person. But theres more...

Fictional people cant tell you when youre going on or o target with your message

An audience can try to get a message to you, but everything gets lost in the din.

Te only way you can get to a target prole is to have a real person. Just like that testinginstructor in the car with me. I he were ctional, I would have passed the driving test. Butinstead I ailed. I learned rom my mistake; spotted my big blindspot.


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My niece Marsha wanted to get a dog or her eighthbirthday. Ten her parents realised that someonehad to walk the dog, come rain or shine.

And there were vet visits. And the dog would need

to be trained so there wasnt poo all over the carpet.And so Marsha got a toy dog instead. It barked andyou could pull it around. And it sounded like areal dog.

But it was a dummy

And thats the problem with persona. Persona iswhen you assume the role o another person. Youtry to walk in that persons shoes. And your shoesize is 10, but that persons is 13.

And you still think its ne. Youll manage. But you dont. And you cant. Because while we allcan try to imagine what that person is going through, we can only imagine.

In short, we get dummy text, dummy words and dummy emotions rom dummies.And get real text, real words and real emotions rom real people.

So what does dummy stu look like?

Youve seen dummy stu. It looks like it was written by someone sitting in their oce,looking at a computer. Tat someone churns out words that are stifed, and boring. Or worse,they copy headlines like Who else wants to...blah, blah, blah, blah and slap it into their

headline space.

Tats not how a target prole speaks

A target prole speaks rom a place o real emotion. I remember sitting at a workshop early inthe Psychotactics timeline, and explaining my website issues to someone. Tis is what I said:I eel trapped with my website. Every little change I have to make, I have to go back to thedeveloper. And then I have to wait, because hes busy, or asleep or something.

I eel like Im at his mercy all the time. And its a crappy eeling. I want to be able to have morecontrol over my own website, do my own things and yes, I can understand bits and pieces thatneed to be added. But or the most part I want the control. I want to be like the person that can

drive, instead o being driven.

Feel that raw emotion? Well, with persona-based writing you have to make all thatstu up...

For instance, lets take the Nobis Hotel. Tey have a persona-based website, by their ownadmission. Heres what it reads like: Te personas are requent travellers who are sick o sterilechain hotels and want something dierent. Tey make their own decisions on where to stayusing the web and social media. Buyers want upscale luxury but in a modern style, not the old-world traditional style.

Reaching out to multiple personalities can beoverwhelming. Instead o trying to x everythingat once, ocus on one problem and solve it.

Persona vs Person


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And how does their home page reveal those problems?

Nobis Hotel is an independent, 201-room rst class, luxury hotel in Stockholm, Swedenoccupying a prime spot on Norrmalmstorg square, the single most central and attractivelocation in the downtown area. Nobis Hotel is a new center stage o Swedens Royal Capital,

dening our own personal sense o Stockholm hotel luxury one that is modern, elegant andextremely comortable, but also ethically sound, warm and moderate, providing our guestswith true value or their money in a stylish and pleasant setting designed by award-winningarchitects Claesson Koivisto Rune.

Um, so maybe thats a random example

Maybe the hotels eel a great desire to conorm to what a hotel site should say. But the problemwith personas is that they deal with personality, rather than the problem at hand. Whenyou look at personality and choppity-chop it down to our, you still have our. Competitive,methodical, spontaneous, and humanistic. Tey you have to take data rom keywords, salespeople, customer service reps, etc., and create a persona can be developed or each type. Ten

you have to write the copy or landing pages which speak to each persona.

Can you see the work involved?

And sure, no one is suggesting it doesnt work. But can you see the work involved (oops,Im repeating mysel). But the biggest problem is not the work, but the act that personais imaginary. You have to get into the mind o someone, or do some research, or slam inkeywords. With target prole, you dont have to do any o that. When the prospect comesto your sales page they read. And i the content resonates with them, they stay. And i not,they leave.

Persona is a bit like wearing our masks and going or a date

I your date is competitive, hey, youll be competitive. I your date is methodical, ditto. I yourdate is...(well, you get the idea). But are you really interested in having our masks? And doesthat make it easier or you? I dont think so. A real person speaks like a reason person. And hasreal emotions and real rustrations. And it makes it super-easy or you to take their exact wordsand put it down on your sales page or home page, or any page or that matter.

Its the emotion and the wording that attracts your audience

Yes, audience. Because even though you start out with one person, that one persons voiceattracts others just like her. So i your target prole is Rita, all the Ritas o the world are

attracted to that message. And so you get a consistent audience. An audience that identieswith that one big problem. And wants to solve that one big problem. So instead o trying tojuggle with dierent personality types and multiple problems, you solve a single problem.

And its all being handed to you on a platter. No thinking, no research, no ddling with keywordsand it still works or you.

My niece Marsha is just eight, and she knows the dierence between a real dog and a dummyone. I she got a real dog or her birthday, that dog would still be bouncing around the housebringing peals o laughter. Te dummy dog, is a dummy.

Marsha doesnt play with it any more.


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Te worst problem with a target prole interview, isreally not knowing where to start.

And logically, we believe there must be some way tohave a set o questions.

And so we create a bunch o questions. But in reality,those questions dont always work. Te target proleinterview doesnt always ollow a path. Suddenly,youre wondering whether its a good idea to havethe interview at all.

It is. Even i you botch it up, a target prole interviewis an amazing experience.

But how do you create the questions?

Well you dont. What youre looking to do is get abunch o components together instead. I know, I know. It sounds technical. But heres whatyoure looking to get:

1) Te list o problems. Yup, all the problems that the customer aces when dealing with aproduct or service like yours.2) Teir biggest problem.3) Why is it their biggest problem?4) What are the consequences o the problem not being solved?5) Teir second biggest problem.6) Why is it a problem?7) What are the consequences o the problem not being solved?8) What are their main objections to buying a product or serviceeven when they think itmore or less meets their needs?9) What would cause them to give a testimonial?10) What do they see as a big risk actor? Are there more than one risk actors? Can theydescribe it?11) What would make the product unique (in their eyes?)

So can you ask other questions?

Sure you can. But these set o questions enable you to get a ton o inormation, that can almostliterally be slapped right onto your sales page, or in some cases, even your home page. O

course, theres some re-engineering to do, but or the most part you have all the stu youvebeen looking or. All the bags o Te Brain Audit get covered in one ell swoop.

So why bother with this interview at all?

Because in many cases, youll nd that the clients problems are not what you anticipated.Tere you are in your cubby hole, imagining stu, but the client oten doesnt eel that way atall. And theres more, o course. You get to hear the clients exact words. Teir terminology.Teir emotions come surging through in the conversation. And or the rst time, ever you caneel the pain.

Questions To Ask During Interviews

Bridging the gap between the business andthe customer is no simple task. Your clients areconstantly changing, and it is important to keepup with them through interviews.


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But what i youve already elt the pain?

Many o us start up businesses because it seemed like a good idea. But oten you start up abusiness because you eel the pain as well. So or instance, I elt the pain o being a cartoonistthat was always on call. I wanted to have my vacationsand not just vacations, but substantial

vacations. And so yes, I started out trying to help mysel. So yeah, I know that pain. I can goback and eel that pain.

Not really

I youve ever had a big injury or operation, youll know what I mean. Te pain at the point intime is unbearable. Several weeks later, the memory o the pain is there, but not quite there.Ater a ew years, its almost impossible to recreate that pain. Te target prole has no suchproblem. Teyre in the emergency ward right now. Tey eel the torrent o pain and knowwhat theyd like to see as the solution. Tey understand why theyre not keen to take the riskand will tell you so.

And thats what a target prole interview does

Yes, it does sound dramatic, but a target prole can change your world and how you market toyour audience.


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I wish I had this on video. But I dont.

I was in this room in Campbell, Caliornia. Andwas working with a small group o about 15 people.And I asked one o the group to talk about the

problem they were acing. And asked anotherperson rom that group to write on the whiteboard.

So Person No.1 started speaking...

Tis is what he said: It drives me crazy that mysta just do whatever they are told to do. Tey dontuse their own initiative, they dont think at all.And then he stopped and stared at the whiteboard.Because as he was speaking those words, they werenot being transcribed.

Tey were being translated. Or changed.

Because there on the board, the other person (Person No.2) had taken that entire sentence,and shortened it to sta are robots.

Compare the two statements:

Statement 1: It drives me crazy that my sta just do whatever they are told to do. Tey dontuse their own initiative, they dont think at all.Statement 2: Sta are robots.

Do you think they sound the same?

Incredibly, to most people, it sounds exactly the same. And yet it isnt. You know it isnt becausethe second sentence is shorter (yes, yes, you noticed that) and its ruthlessly stripped o allemotion. And guess which o the two will make it to the sales page? Yes, the one thats bland,and sounds pretty much like some copywriter wrote it.

But what happened next in the room, was even more ascinatingI turned to Person 2 and said: Is that what he said?And she nodded. Yes, thats what he saidthat his sta were acting like robots.All the time, Person 1 was shaking his head uriously to suggest thats not what he said at all.

So how does this problem arise? How come we run into this problem where we cant hear whatthe client is saying?

Te answer lies in the concept o translation vs. transcription

ranscription is when you use the persons exact words. Te emotions, the rustrations,the biggest problem, why its the biggest problemit all comes gushing out like a waterall.ranslation on the other hand is stating what we think the other person is saying. So we usethe words in our own head. We compress the text (who reads long text anyway, right?). Wedont do this on purpose, o course. We do this, because were trying to make sense o what theother person is saying. So we translate it in our heads and then we stop listening.

Why Feedback Is Critical

Dont be araid o criticism. Asking clients ortheir honest opinion will take you staight to theheart o the issue.


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It doesnt matter who you are, you will translate

And to avoid this translation (and I know Im repeating mysel), you need to transcribe. Write itdown as its being said. But thats not all. When you go back and put the text on your web page,make sure the client sees the page.

Ten ask the client these questions:

1) Is the headline accurately refecting your biggest problem?2) Are the rst ew paragraphs driving home that problem? Or is it jumping across to other not-so important problems?3) Are all your issues being covered in the eatures and bullet points?4) Is the solution the exact solution youre looking or? Or is it jumping across to other not-soimportant solutions?5) Is the wording as youd like to see it (do those words refect exactly what you said) or have Ijust written my own version o what you said?6) Is the uniqueness o this product or service clear? Or do I need to x it?

So yes, there are about six questions you need to ask

In reality we could go on and on about the questions, but you have to stop, because otherwisethe target prole will get overwhelmed and put o answering the question. Even those sixquestions are quite a lot, because the target prole has to read, refect and then respond. Inwhich car,e you may want to remove Question No.3 and Question No.6.

Its only once the client has approved the way youve presented their idea that you know thatits all hunky dory.

Most o us never get around to doing the target prole interview

Were too scared, or too busy, or have some silly excuses. When we do the interview, wereamazed why we waited as long as we did. But thats not the end o the procedure. We still haveto go back and cross-check.

Tat way we wont end up like robots.Well hear the words o a real person.And write down the words o a real person.And real customers will respond.

Nice, huh?


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Writing Your Sales PageMost o us slave over our sales pages.We sit there thinking o some great headlines.

And usually well come up with somecrummy one

For example, Ive seen dozens o websites with thesame silly headline like this one: Who else wantsto learn how to get tons o trac? So i you typeWho else wants to... in Google, youll possiblycome up with tens o thousands o websites withthat silly headline. And you have to ask whyanyone would use this headline?

Te answer lies in the act that we cant usually think up a headline, so we copy

We simply copy someone elses headline, and they in turn have copied someone elsesheadline. And so it goes. But why do you need to copy when your target prole can provideyou with all the copy you need? And why do you even need to write the copy when yourtarget prole will provide you with every possible bullet or eature, give you all the possibleobjections, and maybe even the uniqueness theyre looking or.

Again, the mystery is solved in the act that weve not done the target prole interview

Or not done the target prole interview correctly. Because when we do the target proleinterview, the target prole comes up with a whole bunch o elements that are desperatelyneeded or your sales page. So what possible issues could you bring up with the target prole?

Well we went over this already, but you know what, its great to go over the list again.

Te things you could ask your target prole are:1) What is the biggest issue that bugs them?2) What are the consequences o not solving that issue/problem?3) What does the solution look like?4) How would they eel (and well need emotion here) i that solution came about?5) What would be their main objections when buying the product or service? What have theirobjections been when buying a similar product or service?6) What are the eatures theyd like to see? Why are those eatures important?7) What is the biggest risk actor when buying this product or service? How could itbe countered?

8) What would make this product or service unique?9) What would be a must-have bonus?

So once you have all o this inormation, theres your sales page.

You can put the biggest problem at the top.Ten the solution in the subhead.Ten the consequences o the problem.Ten the solution in detail. And how the customer would eel i they had the solution.Te objections, the risk reversal and the uniqueness. And yes, you may even get the big bonusidea rom the target prole.

A bad headline is like a bad haircut. No matterhow you style it, your rst impression will oreverbe ruined.


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In short, the target prole helps you to reduce the entire slog that you oten go through

And they do it a lot better. Instead o you using crummy headlines and boring language, thetarget proles language is laced with emotion and rustration. With hope or a solution. Andyet we try and do our own thing.

I tried to write my own headline or the Website Masterclass back in the year 2006

I came up with reasonably crummy headlines. And so, in desperation, I called a client calledMark. I asked Mark about his issues with websites. And why he would bother attending awebsite course. His answer was simple and insightul. Tis is what he said: I I dont have10,000 or more customers on my mailing list, how am I supposed to run a protable websitebusiness? (At the time, Mark had ewer than 4000 subscribers). So hey, there was my headline.And then I asked him what would be his solution? And he told me, so I simply put that inmy subhead.

At the time, back in 2006, I wasnt smart enough to ask him all the questions

So I mostly used the target prole interview or some parts o the sales letter. And then I slavedthrough the rest o it mysel. But now I know better. And you know better.

So muster up some courage and get in touch with a target proleDo the interview. Record it, transcribe it and then lay it out on your sales page.

And save yoursel a ton o trouble!

P.S. Heres what the nal headline and sub-headline looked like. Looks amiliar?


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A while ago, women across the planet started to dosomething quite unusual. Right ater they tidiedtheir homes to their satisaction, they would removethis spray and give it a ew squirts around thehouse. Te name o that spray was (and is) Febreze.

oday, Febreze is a multibillion dollar brand. Butit almost didnt make it to market.

It almost crashed and burned beore it saw the lighto day. And the reason had nothing to do with theproduct. Instead it had everything to do with themarketingin particular, the target prole.

At rst, Procter & Gamble (the makers o Febreze)thought theyd hit a gold mine

It was the year 1993. And one o the chemists at Procter & Gamble (P&G) had been workingwith a substance called hydroxypropyl beta cyclodextrin. And this chemist smoked a lot, andhence his clothes smelled kinda yucky. But one day, when the chemists wie greeted him atthe door, she was puzzled. She was under the impression that hed quit smoking, because hisclothes smelled so resh, so unlike the stale cigarette odour shed anticipated. Te chemist wascurious. Perhaps it was the substance hed been working on.

As chemists do, the chemist went back to his lab

And he worked on the product, improving it, playing with it. And nding to his amazementthat when he put the hydroxypropyl beta cyclodextrin in water and sprayed it, the scents o a

lot o yucky stu were drawn into the molecules.

And once the mist dried, the odour disappeared with it. So now P&G had the potential or amultibillion-dollar product on their hands. Tey even had a namethey called it Febreze.

All they needed was a target prole.

And there she wasthis park ranger in Phoenix, Arizona

Te park ranger oten dealt with animals. All kinds o animals. But skunks did gure quiteprominently. And she was having a hard time getting rid o all the smell. Her home, her soa,her clothesit all smelled kinda skunky.

Its not like she hadnt tried to get rid o the smell. But nothing worked. And it was aecting her,because she always elt that her dates were judging her. And her love lie (and condence) weregoing down the drain. Ten along came Febreze to the rescue. She sprayed it on her curtains,rug, uniormpretty much everywhere she could think o. And the odour was gone. It was amiracle.

And that miracle should have turned itsel into a monster-selling product

But it didnt. Apparently she was the wrong target prole. Even though P&G marketed Febrezeas a product that would get rid o the smells, women werent buying.

Can You Get Target Prole Wrong?

Some apples are rotten, and some apples areresh. I youre struggling to nd your targetprole, try a dierent ruit!


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Women werent even using the product even when samples were handed out. Te problem layin our brains.

Have you ever put on a perume and then cant smell it any more ater a couple o hours?

Well, in the ragrance industry, thats called the atigue actor. And the customers who mostneeded the product couldnt smell any oul odours at all. Hence Febreze didnt get muchtraction. No one, it seemed was using the product at all. Te target prole was wrong, and theentire marketing team were down a blind alley with not many solutions.

Ironically, another target prole came to their rescue

P&G ound another woman in Scottsdale, Arizona who conessed to using Febreze every day.What was puzzling was that her home wasnt particularly smelly. It was devoid o pets; no onesmoked; there were no skunks around. But she didnt use Febreze or specic smells.

She used it as a nal touch.

Ater she cleaned the house, she took the Febreze and gently gave it a ew sprays. She called ita mini-celebration. Te problem that Febreze was solving wasnt bad odours. Instead it wasbeing used as a nal touch ater the room was tidyalmost like the rosting on the cake.

So yes, the target prole can go o target

And this is our ear. Tat i we choose the wrong target prole, well be doomed orever. Andyet, we only think this way when it comes to a sales letter. I were out eating ice-cream, andwere presented with a new favour, we dont eel we have to pick right, or were doomed.

When we went on our rst date, we didnt exactly have this notion that wed hit it o so wellthat wed be together with that person orever. We normally expect that we may get lucky andpick the favour o ice-cream and date o our dreams. But were nonchalant i we dont.

P&G wasnt nonchalant

Febreze turned out to be a monster hit, and continues to be a top player in the market today.And despite doing their research with probably hundreds o women, eventually even amassive company like P&G, ound that target prole worked best. And that i the target proledidnt work at rst, they would try again. And so they did.

And so should you...

Te odds werent in P&Gs avour. Tey had a product that never existed in that shape or ormbeore. You dont have that problem or the most part. I youre a consultant, or a productcreator, there are probably dozens o products similar to yours already in the marketplace.

You dont have to educate your public that much. You just have to nd someone who will speakto you, give you the entire sequence o the problem, solution, roller coaster etc. And your rstpick may well turn out to be just ne.


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But i it doesnt work, dont give up yet

A sales page may not work or many reasons. And beore you reject the target prole in avouro another, do a little research with at least a ew more people and see i the problem/solutionetc. resonates with them. I it does, then there might be something else wrong with your sales

sequence. And its worth investigating.

But i the audience doesnt get all excited about the problem/solution its time to get right backto that drawing board. Get another client. Do another target prole interview. It sure is worththe troubleas P&G ound out.

And so will you.


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Imagine or a second that youre a motheramother with our kids. And you need to buy a car.And obviously you have some sort o eaturesyoud want. Your list could look like this:

- Mileage- Fits six people- Cute interiors- Great colour- Amazing security system

Now which one do you think is the biggest issue?

Tats easy to decipher. All you have to do is takeaway the eatures one by one and watch herreaction. By the time you got to removing ts sixpeople, shes already shaking her head.

Yes, she likes the cute interiors, and yes this is the exact shade o the car, and yes, the mileage isimportant in this day o rising gas prices etc. But the biggest problem is the biggest problem.

And that problem is that she needs to get those kids around

And the moment you take away that eature, shes not interested in the car any more.

Which is the same issue you have with your target prole

When you are dealing with the concept o target prole, you may get a little edgy. You may not

want to put all your bets on one prole, so you do two or three target prole interviews.

And thats a mistake. Because three dierent proles are like dating three dierent peopleall at once. Tey may well be rom the same city, the same apartment block, gone to the sameschoolbut they will have dierent issues. And by trying to hedge your bets by going aterthree, you may end up with a whole bunch o conusion.

Its better to go ater one target prole, get it wrong, and start again, i you need to. In mostcases, youll be amazed that the rst interview will give you all you need. And your sales pagestarts to look better and attract the audience youre looking or.

But what i youve already gone ahead and done three interviews?

I you have, then rom those interviews, you would have gleaned a dozen or more problems.Yet, one problem needs to dominate. Because thats the problem that youre going to drivehome. And i youre lucky, all three o them would have brought up the same problem. I not,youll just have to choose one and drive that problem home in detail.

In most cases, its not that you dont have a great problem on your sales page...

In most cases, the issue is that you dont drive home that problem and the consequences oxing that problem. I you look at the sales pages o Psychotactics, youll notice that its justone problem, and that problem is driven homewithout hopping and skipping to a second

Mutliple Target Proles

By highlighting just one issue, you can greatlyincrease the chance o broadening your audience.People are attracted to the best. They want onegood solution to one unbearable issue.


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problem. Tat ocus is whats needed. In most cases, youll get the problem right the rst time,i your product or service already exists in the market (Febreze had an issue, because peoplehadnt ever used it beore).

Anyway, to get back. Lets say youve anyway spoken to three customers, have a list o

problems they want solved. And youve chosen ONE big problem that you want to highlight.But what do you do with the rest o the problems? Do you just throw them away?

No you dont...

Te rest o the problems are issues that need to be solved. And i youre already solving them,you need to put them in as bullets or eatures on your sales page. And i youre not solvingthem, then you may want to consider solving those issuesand then putting them on yoursales page.

So i we look at the example above...

Lets say this list came rom not one, but three people. And the biggest problem was that themother needed the space to take the kids around. Te rest o the issues are important too, andneed to be addressed.

- Mileage- Fits six people- Cute interiors- Great colour- Amazing security system

But where do you stop?

Clients can come up with massive lists. So you need to stop at about 5-7 o the top issues. Andagain, we know what are the top issues, by getting the target prole to pick those issues. And iyou have three proles, well youve just trebled your workand your conusion.

Its scary to work with one target prole

But its scarier to work with many. Te conusion is not worth the trouble. Yes, you do get moreeatures and benets you can put in, but even a single person can come up with a pretty biglist. So i you want my advice, stick to one.

I it turns out wrongand it rarely doesnd another.


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We have at least 3 distinct audiences. One ismarketing proessionals and our target prole isa PR proessional called Mr.M. We also have Ecoconscious businesses and our target prole is anMD o a construction rm called Mr.B and nally

we have Creative where our target prole is aguitarist who sells replica guitar parts called Ms.Y.

Tis is a big improvement to our previous targetmarket o anyone who has skin. Tey havedierent needs and buying triggers and I can createa dierent landing page or each o them (probablyor each product).

So what do you do on the home page?

In an attempt to answer my own question I would probably look or what problem they have in

common and talk about that?

So your question would be the same as: I I had a product like Te Brain Audit, what wouldI do i:

1) I were pitching it to sales people.2) I were pitching it to copywriters.3) I were pitching it to an MD who wanted to change the philosophy o his company andwanted 200 copies o the book, and a changed company.

Immediately a problem arises, because these arent one person

Teyre three dierent proles. And usually trying to balance these three isnt an easy task, buttheres good news. You can do it, but only i you treat them as three dierent people and givethem three separate pages (or as the case may be, websites) to look at.

I you send them to one home page, the problem o one isnt going to be the problem othe other

Te copywriter has dierent issues than the sales person, who has dierent issues romthe MD. Yes, its possible they all have the same issue, and yes your goal would be to ndthat issue.

For instance: Are you losing customers because you dont understand how the brain works?is an issue that deals with all three o those people. But thats the home page. I it were a moreprecise product or dierent departments, then you might struggle i you sent them to the samepage. For instance the marketing dept. would not always be interested in the stu that thenance dept. is interested in. Budget is the primary actor o the nance dept, and sales are theprimary actor o the marketing dept (at least as a generalisation).

Man who chases two rabbits gets none, said ancient Chinese philosopher, Conucius

And Im inclined to believe that the statement is true. And this is where the persona modelcomes in. Where you create a page which then causes someone to click onto what isinteresting to them instead. So you have a page, but several links on the page (in the text). And

Working With Three Audiences

Dealing with three audiences is kind o like dealingwith three children. Each child is unique, andneeds to be handled dierently depending ontheir dierences.


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the person who is interested in nance clicks to the nance part o things, and the personwhos the copywriter moves to the copy part o things etc.

Its something you may want to give a shot and test

Will they read it? Is it worth the trouble sending them each down their own rabbit hole? I dontknow or sure. And unless you test the validity o this method, youll simply treble your work,with no direct improvement in result. Id be inclined to talk to a target prole, and leave therest alone. Yes, you have a target prole in Duncan and Steve and Martyn, but they have thesame problems.

e.g.Obsolescence o their website.

OR

oo steep learning curve to get stu on their website going.

OR

oo much over-reliance on the programmer or every little thing.

And yes, any o these could and would be a problem

But the key isnt in just stating the problem.

But driving it home.

Te language the target prole is going to use is going to be lled with emotion and

rustration. And hope.

And those rst three paragraphs have to be nailed down with the target proles words. Andthen the next paragraph or so with the consequences. And then the solution etc. Te issue isntthat MrB, MrX and MsY wont respond to the same thing.

Its that the problem is not driven home with the bludgeoning orce thats needed. And thisorce comes not rom a use o copywriting, but rom the emotion and rustration experiencedby the target prole.

Ill say it again: Te issue is that most o us fit rom problem to problem

Instead theres always one overriding problem. And yes, in my opinion at least, this can beANY problem. Any problem can be put at the top level, but the key is how you drive home thepoint. Te issue is that most people never drive home the point. Tey just weakly move to thenext point.

I dont think you need a ton o pages

I think you need a ton o weight on that one page.

So that the client sits up and says: Damn, I didnt even know that was a problem in the rstplace. And thats when you get the call.


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As youd expect, all o these products are 100% guaranteed. And every one o them is utterlysystematic. In act i you were to pick a uniqueness that encompasses all these products, its aactor o structure. Step by step systems instead o just pages o fu. Check them out at http://www.psychotactics.com/products/marketing-services-and-products-small-business-ideasTere are other live courses, workshops and homestudy versions that include article writing,copywriting etc. But its best to do your due diligence with these products above, beore movingon to the more comprehensive and demanding courses.

Psychotactics Books and Audio


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Why article writing creates expertise

Every business has not one, but about ve hundredcompetitors. And no matter how unique yourbusiness is today, you will have competition lurkingjust around the corner. Tis leads us to a dilemma.How you separate yoursel rom the herd? How doyou get customers to come to you, instead o youalways having to pitch to them?

Te key is the ability to get a message across toyour audience in a manner thats non threatening,educational, and entertaining at the same time. Andlets ace it, youre probably intimidated that yourenever going to be able to do that ever.

And you dont know o a way out. Well...hint,hint (Go on take the hint and click). And judgeor yoursel.http://www.psychotactics.com/homestudy-courses

Is it really hard to create saleableinormation products?

What i you dont consider yoursel a writer? Can

you still create an inormation product that sells?And can that inormation product then help you getincreased revenue and time? Te answer lies in yourability to believe in yoursel. Most o the clients I dealwith dont believe they can create an ino-product.And then having created a single ino-productbelieve that theyve put all they know into thatproduct. And that they have nothing else to give.

And rom experience we know that those who ollowthis course, and what it teaches, can create not one,but tens, even hundreds o ino-products. Which o

course leads to another problem. How do you getcustomers to buy? How do you create a distributionchannel? How do you do all o this without the hypeand the hoopla. How? Find out athttp://www.psychotactics.com/homestudy-courses

And yes, there are more coursesYou can nd all the latest homestudy and live courses on the website.http://www.psychotactics.com/homestudy-courses

Psychotactics Courses

You know that article-writing is crucial, but youvetried it, and its been rustrating. So how do you stopthe struggle? Find out in this course.

Can you create an inormation product that sells?What i you dont consider yoursel a writer? How doyou create a product without the hype and hoopla?Find out in this course.


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PO Box 36461, Northcote, Auckland, New ZealandTel: 64 9 449 0009 | Email: [email protected]

Facebook|Twitter: seandsouza

I you nd anything that bugs you, please click on the bug aboveto send me an email. Nothing is too small or too big. And i I can,

Ill be sure to x it. Email me at: [email protected]

PO Box 36461, Northcote, Auckland, New ZealandTel: 64 9 449 0009 | Email: [email protected]

Facebook|Twitter: seandsouza

I you nd anything that bugs you, please click on the bug aboveto send me an email. Nothing is too small or too big. And i I can,

Ill be sure to x it. Email me at: [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]://indesign%20clipboardscrap1.pdf/mailto:[email protected]:[email protected]:[email protected]:[email protected]://indesign%20clipboardscrap1.pdf/http://indesign%20clipboardscrap1.pdf/http://indesign%20clipboardscrap1.pdf/mailto:[email protected]://../Applications/Adobe%20InDesign%20CS5.5/Adobe%20InDesign%20CS5.5.app/Contents/MacOS/InDesign%20ClipboardScrap1.pdfmailto:[email protected]:[email protected]

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