Why Generic Marketing Fails: Build Alignment, Trust and Impact | Amber Vilhauer

Yeah.

So when I talk about getting into alignment, that's kind of the big drum I want to hit today.

I define that as living in line with your deepest values beliefs and needs.

And one of the ways that I have this actual framework around how to get entrepreneurs and individuals into alignment.

But one of the pieces of that that I think would be very valuable for your audience is helping to define an avatar for your work.

Now, that's not new information.

Right.

But the way I teach it is new.

So avatar typically is when you are thinking of an audience, a demographic, oh, they're between 35 and 65 and some are married and some are divorced.

They have 2.5 children.

I think that's ridiculous.

So what I have done is invited my clients to think of one person that they are uniquely qualified to serve based on their lived experience, their values, beliefs, and their own needs.

And what we're looking for is less about where does this person live? And we're wondering to go deeper into what are they thinking, what are they feeling day to day, how are they performing on the outside world, but what are they experiencing on their inside world.

And when you can really dig in and create a persona where you know that person better than they know themselves now you've you've nailed it, I mean honestly.

that speaking into that one individual in each marketing video, in a speech, how you make your business decisions, how you write your book, it's always in service to that one person.

You can speak so specifically into their experience and anybody who shares those same thoughts and feelings, men, women, older, younger, everybody in between will all be drawn into your message and your work.

So it really comes down to defining that very deeply and specifically.

Yeah, I love that.

Absolutely.

And it reminds me of a couple of things.

Some of the world's most successful and most popular radio DJs will talk about, they are always only talking to one person.

It's not quite, it's not the avatar thing, but it's the same concept.

They're talking to millions sometimes, but they only are thinking about one person, which there's a clue in that.

And the other thing is there's another clue, which is when someone talks about 2.5 children, have you ever seen a 0.5 of a child? I don't think I have.