*

Start with a problem people are aware of

* Major Failure Point

*

Start-up era companies…

*

neat ideas…

*

want to do…

*

…not a problem in the market

*

underwear for men company

*

do people realize that there’s a problem

*

don’t start with a problem that people don’t know they have

*

Keyword Research

*

ICA — Ideal Customer Avatar(s)

*

day in the life

*

experiencing discomfort — actually feel the problems trying to solve

*

pick specific people, name them, pic them

*

you are the market

*

past –> present

*

lukewarm vs love/hate

*

fine not catering to everyone

*

Audience related Offer

*

*

agitate pains

*

competition

*

relive feelings

*

pleasures

*

future pace

*

feel it

*

emotional decision making (really choices) is most common

*

really hungry person will buy food

*

“starving crowd”

*

clarity — “just be freaking clear”

*

building an audience considerations

*

consider conversion from the very beginning

*

attracting an audience

*

“Joshua Fletcher Boxer Briefs” in search in Google — go do it!

*

Product vs Offer

*

How much of the offer is about the product?

*

Really about what problem the product/service solves

*

comes down to feeling

*

Benefits vs Features

*

Cornflakes — Offer = colon health

*

Simplicity

*

Pricing

*

David Mills Double shortcut

*

steak dinner — sell experience, feelings

*

Anchors

*

replacing

*

uniqueness — not being commoditized

*

“The Stack”

*

Big numbers

*

Clients — show earning

More info about David Hood & Joshua Fletcher:

https://digitaldominationdojo.com/

https://omgmachines.com/