Ch 14. Understanding the 4 Types of Buyers

The Market Your Message Show

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This Is Woman's Work with Nicole Kalil

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QUALIFIED: How Competency Checking and Race Collide at Work with Shari Dunn | 284 33:58

10 روز پیش33:58

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In this episode, we delve into the concept of being "qualified" in the workplace, examining who gets labeled as such, who doesn't, and the underlying reasons. We explore "competency checking"—the practice of scrutinizing individuals' abilities—and how it disproportionately affects underrepresented groups, often going unnoticed or unchallenged. Our discussion aims to redefine qualifications in a fair, equitable, and actionable manner. Our guest, Shari Dunn , is an accomplished journalist, former attorney, news anchor, CEO, university professor, and sought-after speaker. She has been recognized as Executive of the Year and a Woman of Influence, with her work appearing in Fortune Magazine, The Wall Street Journal, Ad Age, and more. Her new book, Qualified: How Competency Checking and Race Collide at Work , unpacks what it truly means to be deserving and capable—and why systemic barriers, not personal deficits, are often the real problem. Her insights challenge the narratives that hold so many of us back and offer practical solutions for building a more equitable future. Together, we can build workplaces and communities that don’t just reflect the world we live in, but the one we want to create. A world where being qualified is about recognizing the talent and potential that’s been overlooked for far too long. It’s not just about getting a seat at the table—it’s about building an entirely new table, one designed with space for all of us. Connect with Our Guest Shari Dunn Website& Book - Qualified: https://thesharidunn.com LI: https://www.linkedin.com/today/author/sharidunn TikTok: https://www.tiktok.com/@thesharidunn Related Podcast Episodes: How To Build Emotionally Mature Leaders with Dr. Christie Smith | 272 Holding It Together: Women As America's Safety Net with Jessica Calarco | 215 How To Defy Expectations with Dr. Sunita Sah | 271 Share the Love: If you found this episode insightful, please share it with a friend, tag us on social media, and leave a review on your favorite podcast platform! 🔗 Subscribe & Review: Apple Podcasts | Spotify | Amazon Music…

حدود یک سال پیش 10:44

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Want access to the book? go to PlatformGrowthBooks.com
Mastering the Art of Selling: Understanding & Appealing to Four Types of Buyers
In this enlightening episode, we dive into the wisdom of David Ogilvy and explore his timeless lessons on understanding and appealing to four distinct buyer types. We start by revisiting Ogilvy's iconic Rolls Royce ad campaign and how it succeeded by addressing the needs of spontaneous, methodical, social proof, and deadline-driven buyers. Learn why a one-size-fits-all marketing approach often results in failure and discover the importance of segmentation in crafting compelling messages tailored to each buyer type. By the end of this episode, you'll gain practical insights on enhancing your marketing strategies to resonate with every customer segment, turning your 'meh' offers into 'must-haves'. Plus, get hands-on with an exercise designed to help you brainstorm and develop targeted messages for each buyer type, ensuring your sales efforts are both efficient and effective.
00:00 Introduction: The Four Types of Buyers
00:04 The Success of Ogilvy's Rolls Royce Campaign
01:31 Why Understanding Buyer Types Matters
01:54 Common Marketing Pitfalls
03:00 The Power of Segmentation
03:36 Deep Dive: The Four Buyer Types
05:53 Practical Exercises to Apply Buyer Knowledge
07:03 Crafting Targeted Marketing Messages
08:24 Conclusion: Key Takeaways

Implement the Blogging System that 40x My Online Business! Click here to get the training video

344 قسمت

#Business #Blogging #Tech #Wordpress #Online #Website #Traffic #MarketYourMessage.com #Careers #Podcasting #Podcasting Education #Marketing #SEO

The Market Your Message Show

Ch 14. Understanding the 4 Types of Buyers

The Market Your Message Show

published حدود یک سال پیش

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MP3•خانه قسمت

Send us a text

Implement the Blogging System that 40x My Online Business! Click here to get the training video

344 قسمت

#Business #Blogging #Tech #Wordpress #Online #Website #Traffic #MarketYourMessage.com #Careers #Podcasting #Podcasting Education #Marketing #SEO

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The Market Your Message Show

1
Ch 19. The Magic of the Debrief 15:52

16 hours پیش15:52

15:52

Send us a text Want access to the book? go to PlatformGrowthBooks.com The Power of Debriefing: Unlocking Insights for Successful Launches In this episode of 'Market Your Message Show,' host Jonathan Milligan discusses the importance of debriefing in validating your business offer. Using the framework of After Action Reviews from the U.S. Army, Jonathan explains how systematic reflection and structured debriefs can enhance future launches. The episode covers creating a dedicated debrief spreadsheet, identifying successes to replicate, recognizing areas for improvement, brainstorming new ideas, and eliminating ineffective practices. Listeners are encouraged to adopt this practice to gain valuable insights and drive continuous improvement in their business launches. 00:00 Welcome to the Market Show 00:11 Introduction to 'Validate Your Offer' 01:12 The Magic of the Debrief 02:33 Debriefing: Your Secret Weapon 03:38 Debrief or Bust: Avoiding Costly Mistakes 05:56 Five Steps to a Killer Debrief 11:41 Real-Life Debrief Exercise 14:40 Key Takeaways and Conclusion Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

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Ch 18. The Business Validation Decision Tree 15:40

۸ روز پیش15:40

15:40

Send us a text Want access to the book? go to PlatformGrowthBooks.com Validating Your Business Idea: The Decision Tree Framework In this episode of 'The Market Message Show,' host Jonathan Milligan delves into Chapter 18 of his book 'Validate Your Offer.' The chapter focuses on the 'Business Validation Decision Tree,' a systematic approach to testing and improving business ideas before going all in. Using the story of Dropbox's early validation techniques, Jonathan emphasizes the importance of gathering feedback, experimenting, and iterating to achieve a product-market fit. Key insights include the importance of finding the right audience, pinpointing the critical problems your audience faces, and gathering actionable feedback to refine your offers. The episode also provides practical steps to put the Business Idea Decision Tree into action, making sure listeners can validate their ideas efficiently and effectively. 00:00 Welcome to the Market Show 00:11 Introduction to 'Validate Your Offer' 01:16 The Dropbox Story: A Lesson in Validation 02:59 Understanding the Business Validation Decision Tree 03:51 The Two Traps of Idea Validation 07:03 Three Steps to Validate Your Business Idea 11:45 Implementing the Business Validation Decision Tree 14:25 Key Takeaways and Final Thoughts Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

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Ch 17. Pillar 4. Debrief (Your Key Validation Metrics) 12:08

15 روز پیش12:08

12:08

Send us a text Want access to the book? go to PlatformGrowthBooks.com Mastering Post-Launch Analysis: Lessons from Airbnb’s Success In this episode of 'The Market. Your Message Show', host Jonathan Milligan delves into Chapter 17 of his book 'Validate Your Offer'. He highlights the importance of debriefing and analyzing key validation metrics to optimize business offers. Using the success story of Airbnb founders Brian Chesky and Joe Gebbia, Jonathan illustrates the power of customer feedback in refining business strategies. The episode provides actionable steps for gathering feedback, thoroughly debriefing, and making data-driven decisions to ensure long-term success and customer satisfaction. Listeners are encouraged to reflect on their own past projects to understand the value of post-launch analysis and set the foundation for future success. 00:00 Welcome to the Market Show 00:11 Introduction to 'Validate Your Offer' 00:30 Exclusive Audiobook Access 01:12 Chapter 17: Key Validation Metrics 01:18 The Airbnb Success Story 02:55 The Importance of Debriefing 03:19 The Power of Reflection 05:30 Three Pillars of Post-Launch Analysis 06:10 Steps for Effective Feedback and Debriefing 08:39 Today's Exercise: Reflecting on Past Experiences 10:59 Key Takeaways and Frameworks Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

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Ch 16. The Power of Offer Stacking 12:55

22 روز پیش12:55

12:55

Send us a text Want access to the book? go to PlatformGrowthBooks.com Supersize Your Sales with Offer Stacking In this episode of 'Market Your Message Show,' host Jonathan Milligan delves into Chapter 16 of his book 'Validate Your Offer,' focusing on the power of offer stacking. Jonathan breaks down the concept of cross-selling and how a range of products at different price points can significantly boost sales and revenue. He discusses the psychological principles behind offer stacking, how to craft the perfect combination from entry-level to high-end offerings, and the importance of recurring revenue products. Jonathan also provides actionable steps for creating an effective offer stack, integrating it into a seamless customer journey, and introduces the idea of a recurring revenue offer to ensure long-term business profitability. 00:00 Welcome to the Market Show 00:11 Introduction to 'Validate Your Offer' 00:30 Special Offer for Podcast Listeners 01:12 Chapter 16: The Power of Offer Stacking 01:43 Understanding Offer Stacking 05:14 Crafting Your Offer Stack 09:04 Today's Exercise: Choose an Offer Stack 11:52 Key Takeaways Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

1
Ch 15. The 3 Secrets to Selling Anything 19:26

29 روز پیش19:26

19:26

Send us a text Want access to the book? go to PlatformGrowthBooks.com The Three Secrets to Selling Anything: A Masterclass in Product Launches This episode delves into 'The Three Secrets to Selling Anything,' using the case study of Popeyes' legendary chicken sandwich launch in 2019. The narrative explores how anticipation, buzz, and urgency can transform any product launch into a massive success. It shares actionable strategies for both big brands and small businesses to implement these principles through a 'two-week lazy launch' framework. Learn how to create a psychological journey for your customers, ensuring your offers are irresistible and sold out in no time. The episode also addresses common pitfalls in launches and offers a step-by-step guide for a successful product release. 00:00 Introduction: The Three Secrets to Selling Anything 00:03 The Popeyes Chicken Sandwich Case Study 01:39 Applying the Secrets to Your Own Business 03:11 Why Most Product Launches Fail 04:50 The Two-Week Lazy Launch Method 06:53 Step-by-Step Implementation of the Three Secrets 13:03 Brainstorming Your Launch Plan 17:01 Key Takeaways Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

1
Ch 14. Understanding the 4 Types of Buyers 10:44

۵ weeks پیش10:44

10:44

Send us a text Want access to the book? go to PlatformGrowthBooks.com Mastering the Art of Selling: Understanding & Appealing to Four Types of Buyers In this enlightening episode, we dive into the wisdom of David Ogilvy and explore his timeless lessons on understanding and appealing to four distinct buyer types. We start by revisiting Ogilvy's iconic Rolls Royce ad campaign and how it succeeded by addressing the needs of spontaneous, methodical, social proof, and deadline-driven buyers. Learn why a one-size-fits-all marketing approach often results in failure and discover the importance of segmentation in crafting compelling messages tailored to each buyer type. By the end of this episode, you'll gain practical insights on enhancing your marketing strategies to resonate with every customer segment, turning your 'meh' offers into 'must-haves'. Plus, get hands-on with an exercise designed to help you brainstorm and develop targeted messages for each buyer type, ensuring your sales efforts are both efficient and effective. 00:00 Introduction: The Four Types of Buyers 00:04 The Success of Ogilvy's Rolls Royce Campaign 01:31 Why Understanding Buyer Types Matters 01:54 Common Marketing Pitfalls 03:00 The Power of Segmentation 03:36 Deep Dive: The Four Buyer Types 05:53 Practical Exercises to Apply Buyer Knowledge 07:03 Crafting Targeted Marketing Messages 08:24 Conclusion: Key Takeaways Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

1
Ch 13. Create Your Potential Audience Audit 15:12

۶ weeks پیش15:12

15:12

Send us a text Want access to the book? go to PlatformGrowthBooks.com Uncovering Your Hidden Network: The Power of a Potential Audience Audit In this episode, we explore the often-overlooked power of utilizing your existing network to kick-start your project or business venture. Drawing inspiration from J.K. Rowling's early days before she became famous with Harry Potter, we emphasize the significance of a small but supportive network. The episode introduces a methodology called the Potential Audience Audit to help you identify and leverage the hidden reach within your social media contacts, email lists, and personal connections. Through step-by-step guidance, you'll learn how to conduct an in-depth audit to discover your true audience potential, validate your offerings, and build momentum without the need for a massive following. 00:00 Introduction: The Power of a Small Network 02:15 The Audience Myth: Debunking the Need for a Huge Following 03:25 Untapped Potential: Discovering Your Hidden Audience 05:19 Conducting Your Potential Audience Audit: Step-by-Step Guide 09:18 Putting Your Audit into Action: Leveraging Your Network 12:56 Key Takeaways: Maximizing Your Audience Potential Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

1
Ch 12. Pillar 3. Deploy (Your RVP Launch Plan) 13:16

۷ weeks پیش13:16

13:16

Send us a text Want access to the book? go to PlatformGrowthBooks.com Mastering the Lazy Launch: Strategic Steps to Rapid Validation In this episode, we delve into Chapter 12 and discuss the third pillar of launching your Rapid Validation Product (RVP) - deploying your launch plan. Using the success story of Ty Warner's Beanie Babies as a case study, we break down the importance of scarcity, urgency, anticipation, and social buzz in creating a successful product launch. We also explore why most launches flop and introduce the Lazy Launch Method, a smart strategy that involves validating and selling your offer in just two weeks. This method aims to maximize results with minimal effort by focusing on building anticipation and urgency. The episode concludes with practical exercises and tactics to brainstorm ideas for injecting more excitement and urgency into your RVP launch. 00:00 Introduction to RVP Launch Plan 00:06 The Beanie Babies Phenomenon 01:36 Why Most Launches Fail 02:38 The Lazy Launch Method 04:05 Executing the Lazy Launch 04:55 Understanding Buyer Psychology 05:43 Building Anticipation and Buzz 06:47 Creating Urgency and Delivering Value 08:30 Practical Exercise: Brainstorming Ideas 10:54 Key Takeaways and Conclusion Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

1
Ch 11. Crafting Your Super Simple Sales Page 12:50

۸ weeks پیش12:50

12:50

Send us a text Want access to the book? go to PlatformGrowthBooks.com Crafting a Super Simple Sales Page: The Ginsu Knives Model In this episode, we delve into creating a super simple sales page inspired by the success of the Ginsu knives infomercial. Learn why simplicity, clarity, and engagement are crucial to crafting a compelling sales message. Follow a five-step formula to create an effective sales page in under 60 minutes, including identifying pain points, writing a compelling headline, using the 'Who, What, Why, How' script, highlighting key benefits, and incorporating a clear call to action with a risk reversal strategy. This hands-on exercise will help you connect with your audience and boost conversions. 00:00 Introduction: The Power of Simple Sales Pages 00:03 The Ginsu Knives Example 01:34 Why Simplicity Matters in Sales Pages 02:48 Three Key Elements of a Successful Sales Page 03:32 The Five-Step Formula for Crafting a Sales Page 07:47 Step-by-Step Guide to Creating Your Sales Page 10:38 Key Takeaways and Final Thoughts Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

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Ch 10. Planning Your Virtual Workshop (Speakers) 17:08

۹ weeks پیش17:08

17:08

Send us a text Mastering the Art of Engaging Virtual Workshops Want access to the book? go to PlatformGrowthBooks.com In this chapter, we explore the evolution and lessons from the 1950s Chicago TV College, which revolutionized remote education through engaging and interactive methods. The chapter draws parallels to modern virtual workshops, cautioning against monotonous lectures that lead to disengagement and 'Zoom fatigue'. Instead, effective workshops should include short, focused teaching segments, hands-on exercises, Q&A sessions, breakout rooms, and well-timed breaks. By following these five key steps, presenters can create dynamic and memorable virtual workshops that captivate their audiences and enhance learning outcomes. 00:00 Introduction: The Birth of Virtual Workshops 01:08 Engaging Remote Learners: Lessons from the TV College 02:28 Crafting the Perfect Virtual Workshop Agenda 02:49 Avoiding Common Pitfalls in Virtual Workshops 05:39 The Magic Formula for Engaging Workshops 06:33 Five Key Steps to Virtual Workshop Success 11:58 Creating Your Own Engaging Workshop Agenda 14:55 Conclusion: Key Takeaways for Virtual Workshops Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

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Ch 9. Structuring Your 4-Week Bootcamp (Coaches) 13:32

10 weeks پیش13:32

13:32

Send us a text Want access to the book? go to PlatformGrowthBooks.com Chapter nine, structuring your four week bootcamp coaches. Ramit Sethi has an idea for a course that teaches people how to earn an extra 1, 000 a month. Exciting stuff, right? But here's the thing it's 2009, and he doesn't want to spend countless hours creating the course only to hear crickets when he launches. Talk about a waste of time and energy. So what does Ramit do? He decides to sell the course to a small test group before he even creates the full program. Genius move. By doing this, he's able to validate that people actually want what he's offering. And not just that, he can gather valuable feedback from the test group to make the course even better. Fast forward a bit, and Ramit's Earn 1K course is a smashing success. People are raving about it, and the full launch goes off without a hitch. All because he took the time to validate his idea and get feedback from real people before diving in headfirst. And that, my friend, is the power of selling before you create. Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

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Ch 8. Developing Your Mini-Course (Teachers) 15:21

11 weeks پیش15:21

15:21

Send us a text Want access to the book? go to PlatformGrowthBooks.com Developing Your First Mini Course: From Idea to Launch In this chapter, learn how to rapidly create and launch your first mini course by focusing on solving a single specific problem. The script explores the history of song pluggers and how their method of offering quick previews can be applied to mini courses. Key instructions provided include picking a super-niche topic, structuring the course with actionable steps, and targeting a compelling before-and-after transformation. The chapter also covers common pitfalls, like the 'Sistine Chapel Trap,' and offers a 15-minute exercise to help you choose your mini course topic and outline it. This approach ensures ease of creation and maximizes value by focusing on a specific outcome. 00:00 Introduction to Mini Course Development 00:04 The Role of Song Pluggers in Music History 01:35 Applying Song Plugger Principles to Online Courses 02:46 Avoiding the Mega Course Trap 06:17 Crafting a Laser-Focused Mini Course 10:14 Today's Exercise: Finding Your Mini Course Sweet Spot 13:05 Key Takeaways for Mini Course Success Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

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Ch 7. Creating Low-Content Books (How and Why) 14:43

15 weeks پیش14:43

14:43

Send us a text Creating Impactful Low Content Books: A Strategic Approach for Aspiring Writers Want access to the book? got to PlatformGrowthBooks.com In this episode of 'The Market. Your Message Show,' host Jonathan Milligan delves into Chapter 7 of his book 'Validate Your Offer,' focusing on the strategy of creating low content books. The episode begins with a history lesson about Benjamin Franklin's Poor Richard's Almanac, highlighting how low content books can help writers build a reputation and test their ideas without significant risk. Jonathan outlines the step-by-step process to create and refine a low content book, emphasizing the importance of choosing the right niche, designing a user-friendly template, and generating valuable content. He concludes with an exercise to brainstorm low content book ideas, encouraging listeners to start small and test the market before investing heavily in a full-length book. 00:00 Introduction to the Series 00:16 The Importance of Validating Your Offer 01:17 Chapter 7: Creating Your Low Content Book 01:22 The Story of Benjamin Franklin's Poor Richard's Almanac 02:35 Why Low Content Books Matter Today 06:17 Steps to Create Your Low Content Book 11:15 Brainstorming Your Low Content Book Ideas 13:40 Key Takeaways and Conclusion Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

1
Ch. 6: The Disney Trick for Irresistible Offers (Offer Clarity Grid) 13:14

17 weeks پیش13:14

13:14

Send us a text Validate Your Offer: The Offer Clarity Grid Want a physical copy of the book? https://platformgrowthbooks.com In this episode of 'Market Your Message Show' with Jonathan Milligan, we delve into the third book in his series, 'Validate Your Offer,' focusing on 'The Offer Clarity Grid' from Chapter 6. Jonathan emphasizes the importance of creating structured offers to captivate and persuade your audience effectively. Drawing parallels with Walt Disney's storytelling principles, this session highlights the need for clarity in designing an offer. Learn about the four key components: plot, problem, promise, and path. Jonathan explains how to utilize these elements to transform your audience's journey from confusion to clarity, ensuring they achieve their desired outcome. Apply these insights and create compelling offers that stand out in the overcrowded market. 00:00 Introduction to the Series 01:17 Chapter 6: Pillar 2 - Design the Offer Clarity Grid 02:18 The Power of a Clear Structure 03:24 The Offer Clarity Grid Explained 05:56 Steps to Create a Compelling Offer 09:35 Today's Exercise: Complete the Offer Clarity Grid 12:00 Key Takeaways and Conclusion Implement the Blogging System that 40x My Online Business! Click here to get the training video…

The Market Your Message Show

1
Ch. 5: Select Your Rapid Validation Timeline 12:12

19 weeks پیش12:12

12:12

Send us a text Rapid Validation: Master the Art of Short Timelines Want a physical copy of the book? https://platformgrowthbooks.com In this episode of 'Market Your Message' hosted by Jonathan Milligan, listeners are guided through Chapter 5 of the book 'Validate Your Offer'. The focus is on utilizing Parkinson's Law to embrace tight deadlines for rapid offer validation. Jonathan discusses the pitfalls of extended timelines like procrastination and paralysis, and introduces three rapid validation timelines: the Weekend Warrior (14 days), the Weekly Sprinter (21 days), and the Steady Pacer (28 days). The episode explores how short deadlines can lead to better results by fostering real-world testing and decision-making. Listeners are encouraged to choose and commit to a timeline that suits their working style, ensuring accountability and progress. Key takeaways emphasize combating perfectionism and prioritizing impactful actions. 00:00 Introduction to the Series 00:11 The Importance of Validating Your Offer 01:18 Parkinson's Law and Rapid Validation 02:18 Embracing Short Timelines 06:07 Three Rapid Validation Timelines 08:46 Choosing Your RVP Timeline 11:06 Key Takeaways and Final Thoughts Implement the Blogging System that 40x My Online Business! Click here to get the training video…

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