Big 4 Content

www.getwsodownload.
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www.getwsodownload.com
Target Market
• Who: Who, exactly, are you trying to reach with the copy? What do they look
like? What do they do every day? What do they read, watch, and listen to?
Where do they live? What are their hobbies?
• Why: Why are you trying to reach them? Why do they do what they do? Why do
they read, listen, and watch what they do? Why do they live where they live?
• Beliefs: What do they believe to be true? What do they disbelieve? What do
they love? What do they hate? Who do they trust? Who do they NOT trust?
(Ask Why on all of these for greater insight)
• Desires: What do they like? What do they dislike? What are their goals? What
don’t they care about? (Again, ask Why)
• Identifications: What do they identify as? What do they identify against? What
do they consider important about their identity vs. expendable to their identity?
What brands, people, and products help them create and reinforce their
identity?
• Demographics:
o These are less important than they used to be, but they serve a purpose
and can help you target your best customers and prospects. Most lists
and segmentation occurs from demographics, so try to figure out the
demo of your audience.
• Psychographics:
o All of the questions above help create a psychographic profile of your
audience. There is no “right” way to do this…just a way to keep all the
information contained in a way that makes it easier for you to work.
ALWAYS create your own systems rather than using others…because we
all work differently, and trying to learn someone else’s system takes time
that could be used for other things.
• What To Do If:
o Brand New Offer + Product
§ Competitor Research (Direct and In-Direct)
§ Hyperniche
o You don’t know the market
§ Immersion
§ Interviews
§ Deep Dive Surveys
§ Amazon Hacking
§ Reddit
§ Forums
o You get it wrong
§ Test. Get as much data as possible.
• Heat maps
• Bounce rates
• Clicks
• VSL/Webinar watch time and drop points

• Non-buyer emails and interviews

Primal Desire
• 7 Deadly Sins = The Core Primal Desires
o “Primal” meaning subconscious & unarticulated…and usually not
admitted to.
o Greed -> Desire for more
o Sloth -> Desire for ease
o Lust -> Desire for sex & love & affection
o Pride -> Desire for superiority
o Wrath -> Desire for revenge & vindication
o Gluttony -> Desire for consumption & comfort
o Envy -> Desire for better (because others are better)
• 6 Core Needs Of Humanity
o 1 – Significance
o 2 – Variety
o 3 – Certainty
o 4 – Love & Connection
§ Growth
§ Contribution
o Everyone already has the first 4
• The Shadow: Primal Fears
o Greed -> Lack. Scarcity.
o Sloth -> Waste
o Lust -> Loneliness. Solitude.
o Pride -> Inadequacy. Failure.
o Wrath -> Fear
o Gluttony -> Lack of choice. Discomfort
o Envy -> Self-hatred and imposter syndrome

Market Sophistication – How many similar products have they been told about before?
• 1st Stage – You’re First
o Primary Objective -> Attract their attention, then capture their interest.
o Hacks
§ Apply a current product to a brand new market (Jay Abraham)
§ Reach the same market through a new medium (Snapchat)
§ Discover a new feature of the product that is applicable to the
market
o 1 Stage = 3rd or 4th Level Awareness
st
§ They don’t know a product exists

§ They know a problem exists, but no solution.

§ They know a desire exists, but not the problems
o Rules
§ Be simple. Be direct. Don’t be fancy or over-hypey.
§ Name the Need or the Claim in your headline
§ Expand the need or claim in the body copy
nd
• 2 Stage – You’re Second
o Primary Objective -> Steal your competitor’s attention and interest. Be
bigger, better, faster.
§ Note: NOT cheaper…unless your entire business model is built to
handle it (Dollar Shave Club, Walmart)
§ Warning: This escalates quickly. Prepare for the 3rd stage early.
rd
• 3 Stage – You’re Saturated
o Primary Objective -> Create a new mechanism to achieve the original
desire.
§ Caveat: the market must be built on a constantly renewing desire.
Unsolvable. Or, constant and always needed. Refer to the Core
Needs and Primal Desires to see if the niche is a fad or a trend.
§ Fad: lots of excitement, but quickly dies out when saturated.
§ Trend: evergreen, constantly being reinvented. Use the 50/50
rule…was it around 50 years ago? Will be around in 50 years? If
not, how will it transform?
§ Examples: Weight loss. Money. Relationships. Haircuts.
o Rule -> Mechanism…THEN Promise.
th
• 4 Stage – Bigger & Badder Mechanism
o Primary Objective -> BE the better mousetrap
o Steal competitors successful headline or promise, and then enlarge it,
expand it, make it better.
o The Cycle: 3rd and 4th stage turnover until one of these three things
happen:
§ Market collapses. Demand disappears or doesn’t believe.
§ Big companies control the market through force
§ The market splinters into sub-niches & starts over
th
• 5 Stage…for later

Market Awareness – The Prospect’s personal awareness of their problem and the solutions
available.
“Your ad always begins with your market, and leads that market inevitably into your
product”

• Level 1 – The Most Aware (Product Aware)
o Knows your product, knows that it does, knows he wants it…just needs to
see the deal or offer.
o Super easy…BUT
§ There is a LOT of money to be made doing the basics for people
who aren’t savvy. This is what Frank Kern does with his 10k per
month clients…basic shit.
§ SUPER valuable to people who aren’t promoting properly (mostly
6 and 7 figure business owners)
• Level 2 – Solution Aware
o The customer knows of the product but doesn’t want it yet…
§ Not completely aware of what all the product does
§ Isn’t convinced how well it does it.
§ Hasn’t been told how much better it is than the other options.
o 7 Tasks
§ Reinforce Desire
• Association
• Example
• Sensory Sharpening
• Illustration
§ Sharpen Image
• Physical attributes
• Mechanism description
§ Extend Image
• Where
• When
§ Introduce New Proof
• Research
• Endorsements
• News
§ Announce New Mechanism (better)
• New feature makes it better
§ Announce New Mechanism (Fixed)
• New Feature fixes past problem
§ Change the Image
• Stage 5 Sophistication…we’ll go over it later
• Level 3 – Problem Aware
o Prospect knows, or recognizes immediately, that he has the problem he
has; but he doesn’t know there are products that solve it.
o 2 Steps
§ Find the vague desire/problem
§ Crystallize it
o 3 Needs
§ Analysis
§ Intuition
§ Verbal Creativity
o Rule: Focus emotion, and give it a goal

• Level 4 – Desire Aware
o Prospect has a need, but hasn’t linked the fulfillment of the need to the
problems or solutions.
o Identify the need in the headline, then expand.
• Level 5 – Completely Unaware (Identity Aware)
o These are still logical prospects for your product, but they have no
concept of their desire or need yet.
o General, Amorphous feelings
o Secrets that can’t be verbalized.
o Don’ts
§ Price is irrelevant
§ Product name is irrelevant
§ Problems, Desires, and Features are irrelevant
o Identification Headlines work best
§ Echo an emotion, a dissatisfaction that picks people out and binds
them together (this is what I did with the mentorship program)
§ Giving words to a hidden dream
§ Exploiting a hidden fear
§ Leading into an unacceptable problem by starting with a
Universally accepted image.
§ To project a hidden desire which cannot be put bluntly into words
§ Use a common resentment or unvoiced protest to capture a far
greater market than the direct statement of the solution of that
resentment would produce
§ Projecting an ultimate triumph that the prospect will identify with
§ Projecting the result of a problem in such a way that it will be
identified with by people who would reject a direct statement of
the problem itself
§ Projecting the result of an accomplishment to attract people who
would be frightened away by the work implied to achieve it.

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www.getwsodownload.

• VSL/Webinar watch time and drop points

§ They don’t know a product exists

§ They know a problem exists, but no solution.

o Rule: Focus emotion, and give it a goal

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