In 60 minutes we crafted the positioning and name of her brand.
240 minutes later, we designed 4 logo concepts.
We then made one 5 minute revision and completed the project.
“When people think mindfulness and meditation, they think woo-woo hippie stuff. When one of my clients got with me he said “Wow, you’re different.”
When I asked how, he and his wife responded: “You’re edgy but in a good way.”
Those were her words 10 minutes into our digital strategy consultation.
She, like many entrepreneurs and small businesses I’ve worked with, faced a similar problem:
Clients’ heads were overflowing with the icky gooze of “pre-marketing.”
Unless we could find a way to cut through these filters, she’d spend hours, days and possible years of valuable billable time explaining to each and every client how she was different.
But what if we could cut through the crap before they ever stepped in the door? What if our marketing could filter for clients who either:
a) Shared her worldview
b) Were open to seeing their world through new eyes?
We had a goal.
It started with the innocuous question I use as part of the framework to discover what lies at the heart of my client’s message:
“On a perfect day, after your client walks out the door, what would they say you did for them?”
“Relaxed. Calm. Stress-free. Productive.”
“You don’t screw around when you say you’re fast.
In 60 minutes, we had the name of her brand.
Then 240 minutes later, we had 4 logo concepts.
While individual mileage may vary, if we can get granular focus on the core message — that is, the heart of the business — then rapid, objective web design and launch cycles can happen.
6+ years of monkeying around in the Adobe Creative Suite helps a bit. Sometimes, if we’re lucky, we can hit the design nail on the head with just the first iteration.
But we weren’t done yet.
When people see her logo, our goal is two-fold:
- Emotional: Holy smokes Batman! This is legit!
- Logical: This is EXACTLY what I need!
When the right target market meets the right message, we get the bleeding neck syndrome. Our goal is a surgically targeted one:
“When you can describe your customer’s problems better than they can, price becomes a mere triviality.”
– Ramit Sethi, New York Times Bestseller, I Will Teach You To Be Rich.
My ideal goal for Carolynn, and every client, is for every part of her marketing message, of which a logo and website is only a part, to be part of a larger narrative that creates a rapid base of excited customers who demand that she take their money.
To do this, we went deeper.
Round 2: Sales Conversion Consultation
Eben Pagan, founder of Hot Topic Media who has interviewed Sir Richard Branson twice coined the phrase:
“Move The Free Line.”
In short, offer your customers the best of what you’ve got for free. That way, they can receive a tangible result. From there, the insatiable question lingering in the back of the mind automatically becomes:
“If this is what they’re giving away for free, what in the world is the PAID stuff like?”
Creating that question is the beginning of what we call a buying frenzy. We wish to feed that Leviathan-like crazy and ride the tidal wave right home to shore.
“1600+ people right?”
Carolynn, over the last year, had built a following within an online community of over 1600 professionals.
Within this community existed a veritable ‘who’s who’ of:
- Fortune 500 companies (Google, Yahoo to name a few)
- 6 figure consultants
- Successful small business owners.
Perfect positioning, and the stars would be aligned. If she could nail down her irresistible offer, these were the kind of clients with both the willingness and ability to pay many times over.
But how would we do this?
A strategic launch cycle.
In 60 minutes, we sketched the bare bones of it.
When I showed it to her and realized it looked like chicken scratch, I knew to leave the drawing to professionals and get back to the digital world where I can look intelligible.
So I then created a 10 point launch cycle game plan with instructions on how to write the content she’d need to create for every step of the process.
And she didn’t even need a website.
While that may come in time, her sales funnel goes straight from an social media online community (a 2nd tier communication channel), to email subscription service (a 1st tier communication channel). Her 1st tier channel facilitates direct communication with her audience and gives her complete control over her brand, messaging and positioning.
Key Performance Indicator Happiness.
As Carolynn goes through her launch cycle, we’ll check back in with her to find out the specifics of how it all went down. If we’re lucky, she’ll share the juicy details.