Viral Content Expert: Give Me 90 Minutes And You'll Never Struggle To Sell Again

All right, guys, you know the drill.

We're going to be diving into the anatomy of Ben's dream.

We're going to be going over the principles that came up in his journey.

And because there are so many, we're going to be putting up a list of all of them.

And we're just going to be touching on the few that we find most important.

All right.

Let's dive in.

The first principle was understand your audience.

And this means going beyond knowing who your customer is to understanding why they do what they do, their psychology.

What are they chasing? What are they afraid of? And what are they trying to become? Ben is one of the best examples that we have seen on this show because he doesn't just make content and hope that it lands.

He is really obsessing over who he is making it for.

And I think the best way to get there is to study them the way a filmmaker studies a character.

Now, before a screenwriter writes a single scene, before they figure out the plot or the structure or any of that, they have to know their character inside and out.

They need to figure out what is their want? What is their need? Who is their nemesis? And what is standing in their way? Now, many times I will write pages and pages of backstory of this character's childhood, their upbringing, their relationships that shaped them.

The deeper that you actually take to understand a person, the clearer it becomes what they actually need from you in that moment so that you can make sure that you are catering your message to that.

And honestly, one of the best tools that I have found for doing that came from film school.

And that is the Save the Cat Beach Sheet.

You can see in this book, I'm not even kidding.

This is like holy grail in film school.

I'm gonna pop it up on the screen.

Basically what this maps out is an emotional journey of a character.

Your customer is on this exact journey right now.

They are the hero in their own story.

And so the question you need to ask yourself is where are they when they find you? Are you a GoDaddy where your customer is at the very beginning right after their lock-in, and they've decided to go all in on their dream and get a domain name? Or are you creating content for the entrepreneur who is on the cusp of giving up, who is in their dark night of the soul right now, who just needs a video to remind them that it's not over? Because if you know where your customer is in their story, you know exactly what to say to them.

Now, if you're thinking, what if my product and content serves people at every stage? Well, even if your product technically serves everyone, your marketing should speak to one person at one moment in their journey because that's who's actually buying.