Now, most people don't end up using this kind of representation in their content, like Apple did with Justin Long in its owning a Mac ad. It's really a compound pointing back so that you never lose what you say, who you should say, and how you should say it.
On the other hand, owning a Mac ad is just two people standing and speaking in front of a minimalist, all-white background. If you're thinking in terms of online video marketing, you can do a lot less than finding inspiration into the sport.
Think of your explainer video. Doesn't that represent whose character you're speaking, giving you an edge in the way the competition operates in the marketplace?
At the very least, considering the Latest Mailing Database characters actually used in your content will force you to get things just right. Let's see how to do this.
Are you your audience
Assuming you're looking to attract people who share your values, it's tempting to over-identify with your audience. When you will have something in common, it is dangerous to think that your ideal client is otherwise similar to you.
You are doing what you are, subject matter experts for beginners, and they are not.
You need to make sure you don't fall victim to the curse of knowledge, when someone with expertise unknowingly assumes someone else has the background to understand that cognitive bias occurs.
This assumption alone can absorb your content marketing efforts. Also, you don't want to assume you have characteristics such as audience shares - you want to know , and you can, what they think, feel, look, and do.
In other words, for you to have to walk the buyer's journey with empathy in their shoes , you must first see the problem from their perspective. You'll then be in a position to create content to "coach" them on their journey together.
Let's take a closer look at sympathy, its definition consists of two parts:
Intellectual identity and the emotions, thoughts, or attitudes of others.
The alternative experience feeling, thought or attitude.
People often talk about getting into a conversation that has already hit your prospect's head. By matching up values and worldviews, you're also aiming to get into the heart of the prospect's conversation , which is how your marketing can trigger the right motivation at the right time.
We use a process called empathy mapping to achieve this. At the foundation of the movement is this phrase: "Our ideal client needs a better way because ____."
Sympathy maps vary in shape and size, but also share every basic element:
The four quadrants are divided into "Thinking", "Seeing", "Doing" and "Emotion"
"Annoyances" and "Benefits": Two optional boxes at the bottom of the quadrant
To get started, you can download and print the larger version of the compassion map above here.
The map allows you to easily organize all your research and other related materials. The four quadrants represent your client's ideal sensory experience in the envisioning stage.
Ask yourself questions such as:
What does a typical day look like in their world?
How do they think about their fears and hopes?
How do they think your product solves this problem?
What are they thinking when they refuse to solve the problem?
How did they hear other people solve the problem?
Who does what they think is a viable solution to this problem?
What do they think when they use your product? What is the environment?
What do they say or feel when they use your product?
What pain points do they have when using your product?
Is this a positive, or a painful experience for them?
Did they hear positive feedback about your company from outside sources?
Do they want to use your product to get?
Take note of the needs and insights that arise as you work through this exercise. Then simply paste these notes on the massive empathy map in the correct box.
At the bottom of your sympathy map, you can also draw two boxes: "Annoyance" and "Benefit."
In the "trouble box", you can put your client's challenges and obstacles. Q: "Making my client up at night?"
In "Benefits," include what your client wants to achieve. Ask: "What motivates my clients to solve their problems?" and "What are their hopes and dreams?"
Now...describe your character in detail
You can now create a written composite of your character. Some people do several paragraphs, or pages of description. You are smart, you are, and can consider taking it a step further by creating a word bible , just like novelists and screenwriters do.
In this context, a character bible, lays out a detailed outline of everything about your potential clients in one place, allowing you to easily access your own personality, problems and desires. It might seem like a lot of work, but you'll be glad you did, once you start coming up with the "what" and "how" of your content marketing strategy.