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Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
THE FRAMEWORK
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
Welcome To The Workshop!
“It is not the strongest of the species that survives, nor the most intelligent; it is the one most adaptable to change.”
- Charles Darwin
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
OUTCOME FOR THIS LESSON...
Provide a blueprint of how the system works and a plan on how to implement it.
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
HERE’S WHAT WE’RE GOING TO COVER
● Picking, clarifying & confirming the market● Crafting your action provoking message● Choosing your media and channel● Mapping out your automatic follow up system
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
PICKING, CLARIFYING & CONFIRMING THE MARKET
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
THE MOST IMPORTANT PART OF THIS WHOLE PROCESS
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
IRRATIONAL FEARSVS
GENUINE ISSUE & CONCERN
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
TOO NARROW25 - 35 year old, admin professionals, in Wagga Wagga,
with 2 kids and married
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
TOO BROADHNW, Home Owners, Millennials, Business Owners
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
JUST RIGHT (IF VALIDATED)
Specific Salaried Trades/Professionals - Electricians, Consultants, Lawyers, Account Managers.
HNW executives and CEO’s 5-10 years out from retirement, with complex financial needs.
Specific Industry Business Owners - Electrical, Construction, Dentists, Marketing, Manufacturing, Retail.
Home Owners, dual income household, with teenage kids, 5-10 years out from retirement and need to play catch up.
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
DO NOT SKIP THROUGH OR DO JUST PART OF THIS EXERCISE
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
DO EVERY STEP OF THE EXERCISE
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
AND DO IT THOROUGHLY...
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
THEN MAYBE DO IT ONCE MORE...
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
SERIOUSLY...
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
PICKING, CLARIFYING & CONFIRMING THE MARKET
1. Think of the ‘Ideal client/s’ you have worked with in the past○ Download - Target market definition worksheet
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
PICKING, CLARIFYING & CONFIRMING THE MARKET
1. Think of the ‘Ideal client/s’ you have worked with in the past○ Download - Target market definition worksheet
2. Create a ‘Client avatar’ of them (demographic + psychographic)○ Download - Ideal client avatar worksheet
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
1. Think of the ‘Ideal client/s’ you have worked with in the past○ Download - Target market definition worksheet
2. Create a ‘Client avatar’ of them (demographic + psychographic)○ Download - Ideal client avatar worksheet
3. Hypothesis their ‘Problems, Fears & Desires’○ Download - Problems, Fears & Desires Worksheet
PICKING, CLARIFYING & CONFIRMING THE MARKET
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
1. Think of the ‘Ideal client/s’ you have worked with in the past○ Download - Target market definition worksheet
2. Create a ‘Client avatar’ of them (demographic + psychographic)○ Download - Ideal client avatar worksheet
3. Hypothesis their ‘Problems, Fears & Desires’○ Download - Problems, Fears & Desires Worksheet
4. ‘Ask’ your Target Market or ‘research it’ (At LEAST 5 sources)○ Email/message template○ Research & data worksheet
PICKING, CLARIFYING & CONFIRMING THE MARKET
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
CRAFTING YOUR ACTION PROVOKING MESSAGE
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
SIMPLE MESSAGE
A) I/We help __________________ (Target market)B) To/get/be ___________________ (Desired result)C) By _________________________ (Desired product/service)
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
EXAMPLE
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
We help graduate doctors (Target market)
To grow and manage their wealth (Desired result)
By providing personal & compehensive CFO services (Desired product/service)
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
IMPORTANT!
USE THE WORDS FROM THE FEEDBACK YOU RECEIVED FROM YOUR TARGET MARKET AND FROM THE DATA AND RESEARCH YOU DID
EARLIER.
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
We help Home Owners(Target market)
To sort out/consolidate their super, having the right insurances(Desired result)
By analysing your needs researching all your supers, comparing them, providing you a recommendation of the best provider and providing a written plan with these recommendations, then helping you implement them(Desired product/service)
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
CRAFTING YOUR ACTION PROVOKING MESSAGE
1. Desired result (B) Desired product/service (C)○ Download - What your market really wants worksheet
2. Write out your simple pitch○ Download - Simple Message Worksheet
3. Test your message and pitch to the market (to come)
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
CHOOSING YOUR MEDIA AND CHANNEL
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
THE MEDIA
1. Create a lead magnet - highly valuable, highly useful piece of content that will ACTUALLY help your target market, solve one or part of their financial problem○ Download - Lead magnet developer
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
LEAD MAGNET● Highly valuable, highly useful and fits the purpose● Ebook, video tutorial, detailed case study, quick webinar, Detailed
checklist, ACTUAL book, mailed kit, prize draw
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
THE CHANNEL
1. Create a lead magnet - highly valuable, highly useful piece of content that will ACTUALLY help your target market, solve one or part of their financial problem○ Download - Lead magnet developer
2. Pick ONE channel that you will distribute this lead magnet through○ Download - Picking your channel
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
THE CHANNEL
● Email● Facebook● Instagram● Linkedin● Google● Physical - Book/Booklet● Physical mail
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
THE PROSPECTS JOURNEY
1. Create a lead magnet - highly valuable, highly useful piece of content that will ACTUALLY help your target market, solve one or part of their financial problem○ Download - Lead magnet developer
2. Pick ONE channel that you will distribute this lead magnet through○ Download - Picking your channel
3. Map out your prospect journey (template and example in next lesson)○ Your prospects journey template
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
MAP OUT THE JOURNEY
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
MAP OUT THE JOURNEY
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
MAP OUT THE JOURNEY
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
MAP OUT THE JOURNEY
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
MAP OUT THE JOURNEY
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
MAP OUT THE JOURNEY
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
Welcome To The Workshop!
ACTION: 1. Save a copy of ALL downloads below
2. Complete the ‘Market’ Worksheets & research3. Complete the ‘Message’ worksheets
4. Put together your ‘lead magnet’5. Map out your ‘prospects journey
Kristin JacobsenDigital Marketer For FP’s@FREDDYJACO
LESSON #2 - THE FRAMEWORKCopyright © K Jacobsen - Freddyjaco
CONCLUDING THIS LESSON...● Picking, clarifying & confirming the market
○ Think of the ‘Ideal client/s’ you have worked with in the past○ Create a ‘Client avatar’ ○ Hypothesis their ‘Problems, Fears & Desires’○ ‘Ask’ your Target Market or ‘research it’ (At LEAST 5 sources)
● Crafting your action provoking message○ Simple message - We help (a) to (b) by (c)○ Write it out○ Test it
● Choosing your media and medium○ Highly valuable, useful lead magnet○ Distribute through correct channel
● Mapping out your automatic follow up system○ Lead magnet, channel, pages, email and text sequence, retarget
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