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Personas of Your Clients

Lesson 5 from: Turn Customers Into Fans in the First 100 Days

Joey Coleman

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Lesson Info

5. Personas of Your Clients

Next Lesson: Customer Goals

Lesson Info

Personas of Your Clients

Whenever someone's going to tell you, you should do with this with your business, you should take this course of action. You should follow this belief pattern. You should adopt these principles and strategies. I think it's really a good idea to question where they come from, right? Well, shall we? I mean let's be candid. We all come to the table with baggage. Some of us come to the table with more baggage than united airlines. But nonetheless, we all come to the table with baggage. What are your beliefs? What do your biases? What do your dispositions? Where you coming from? And for those of you that knew tuned in online and those of you that air here in the studio audience, you know, I wanted to spend a little time. And when I say a little, I mean less than five minutes telling you my story. This is not a giant ego stroke. This has done for two reasons. Number one toe let you know what my life experiences and how it's influenced the things that I'm suggesting you do with your business.

Number two we're going to be using the examples from my life. To show how you can learn about your customers. Okay, so for the next five minutes, I want you to trust watch right here. So for those of you online, they're going to cut away from the live feed to me and just show you the slides. For those of you in the studio audience, you could just look right here. You don't have to look at me during this private presentation. In fact, I'll walk over here to even avoid the distraction. The goal here is the story and the brand of joey coleman in less than five minutes. My goal is to always do it faster than the time I've done it before and so hang on. Here we go. So this is joey and because my name is this and I'm older than this, you may confuse me with other joey's, you know, like this one. Although let's be honest, he looks more like this now or this one or maybe even this one. None of which is is confusing as this one we share not only the exact same in name, but we kind of one could argue look a little bit of like, at least when I'm scowling. Okay, he's from here on dh starred in these well, start maybe a bit of a stretch of the imagination. I say this because later tonight you may decide to google me and when you do, you're going to find this. Okay, I'm number one and number six these are not me. These air that crazy canadian, okay, when it comes to image search is it's a little bit better? You can kind of see the evolution of my hairdos overtime for the canadian. He seems to take almost the same picture every time he takes a pose. All right. I was born in a little town in northwestern iowa called fort dodge. If you've never been to iowa, it looks like this there's a reason they filmed this movie here, folks. And that reason is this and this and this, ok, I am this culturally and in terms of my heritage, which, if you're from here means I am this not this. Okay, that's this not this basically think of it. Is this plus this or maybe something like this, plus this which ends up looking a little bit like this on occasion. Okay, I'm one of this many kids, yes, indeed, that is seven okay, these are all of us that's, laurie, joey, fanny, tommy, chris casey and callahan now the reason I go through all my siblings is because people ask me all the time show you're one of seven kids do you remember all of your sibling's names? I mean folks I know it's more complicated than this and I know it's more complicated than this it's more complicate well actually it's not at all it's complicated is this but there are more of us than there are of them moral of the story is yes, I know all my siblings names this is dad and this is mom. Dad was one of these he worked here and he kept his clients out of these mom regrettably did not have one of these but she did have her very own coleman bunch and to be honest, the child that gave her the most difficulty is the one who is on the bottom of the screen in the center. Okay. The biggest child of all she dealt with I went here for college which is famous for this and it's famous for this although when I was in college I looked more like this than this which meant that this was about as close to the field as I ever got. After college I went to washington d c to study here in g w law school to follow in this guy's footsteps to become one of these work here and keep my clients out of these while I was in law school, I had the pleasure of working here, but I didn't work for this guy. I actually work for this guy, which is pretty cool because I remember I was one of these and he had some problems like these and these and these I had the pleasure of working here. I had the pleasure of working here. I worked with guys that look like this. I worked with guys that look like this. I never worked with anyone that looked like this, ladies, and thankfully never had to work with anyone that looks like this. After that, I went back to iowa, which, ironically enough, still looked like this so that I could be one of these work here and keep my clients out of these after being in iowa for a while in two thousand two, I moved backto washington, the boomerang city. It is to start my own business design symphony. Over the last decade, I've had the pleasure of working with companies from large to small startups toe fortune one hundreds to help them create amazing experiences for their customers. Think of me as the chief experience composer. My job is to get all the pieces of your business on the same sheet of music, playing in harmony together so that you're able to create raving fans like this. When it comes to raving fans the two I focused the most honor my lovely wife barrett and my new son lachlan who ironically enough speaking of fans is already rooting for notre dame you may have the chance to meet locked on when you go over to the bonus paige and hear him talk it's quite fun okay in terms of travel even though I grew up here I absolutely have had the wonderful opportunities to travel tio here and here here and here here here, here, here, here and even here which was great because frankly I got there before they put this up which I was really excited about okay all in all I've had the opportunity to travel to forty four countries if you like to read it looks something like this if you're one of the seventy percent of the world that is a visual learner it looks something like this in terms of other things I like to do I'd like to enjoy singing this I've had the opportunity of singing here but this I must have missed it was photoshopped in for effect I've had the chance to sing here which if you were paying attention earlier make sense but actually I had the chance to sing for this guy I've even had the opportunity to sing here which was wonderful and the group I sing with was nominated for some of these which is absolutely fantastic and while I've never won to be candid it's an honor just to be nominated I now live in beautiful colorado which looks like this and in less than five minutes that's brand joey coleman okay, now why do I do this? Why do I go through and give you this explanation off? You know, here's the story of joey and less than five minutes well, to be honest, let me be really clear this is not something I recommend you do with either your customers or on dates the women in the room are smiling because they've been on this state where you go out with a guy and he's like, let me tell you all about myself and they go and they go and they go on you're like, um I ever going to get a word in edgewise? You know? The reason is people are giving you clues all the time about the things that matter to them and as an audience, the more you learn about what matters to the people you're dealing with I mean let's be honest business does business with people we've gotten away from the human element of this conversation, right every customer while we might draw them into a segment and we might say, well, here's our persona that we describe the fact that matters we do business with people, so what are their individual ways you can make a connection? Does anybody remember what this was anybody in the studio audience I'm not trying to date anyone here want to tell us what this is sure you want to tell us joey that's you are correct cherie it is a roland x and tell us how this worked what you know I know you're way too young to remember how this works but you might have seen it in a movie or heard about it how did the role of ex work so you filled out the cards in alphabetical order based on the person's last name I assume it's kind of like your own little dewey decimal system on your desk yes and so what you would do because she is way too young to remember exactly how this works sometimes you would staple their business card to it you might write their phone number you might write the name of theirs spouse maybe the names of their kids maybe their birthday you would record all of the customer information on the role of dex. The sand thing is with the advent of technology we got rid of the role of dex. We now have online customer relationship management programs and software. The reason I say it's sad is because when this sat on your desk it was like a gigantic paperweight that every time you sat at your desk you were reminded these are the people I serve these are the people that matter now you sit at your computer and you have seventy eight windows open and you have lots of files on your desk top looks like a thunderstorm I mean there's things all over and we lose track of the customers were interacting with in addition, most of us in our online cr m's aren't tracking the level of detail that we used to track you know they have a name they have an address maybe we have a phone number for him we probably have asked them for an e mail opt in but that's usually where we stop and this is problematic and it's problematic because of the elephant okay the big elephant in the room now there's thiss wonderful story from india for many centuries ago about a group of six blind men and they came to the elements some of you may be familiar with this story and each man felt a different part of the elephant one of the men felt the elephant's tail and he said, I'm holding a rope one of the men felt the elephants tusks and says I'm holding a pipe one of the men felt the elephants here and said, I'm holding a hand fan and one of the men touched the elephants leg and said I'm holding a pillar the blind men went to the king and they described what they had been holding and the king said no you've actually all been touching an elephant and the moral of that story is we've got multiple pieces of the puzzle that if we focus on any one piece, we have the wrong view of the whole if we're just locking in on our customer's name or their age, we have a very limited scope we need to see the whole elephant, okay? This story has spread around the world, it's become popular and cultures east and west, north and south and it's all about how specific can we get? The goal here is to be most specific. This has a little bit of a bill and ted's excellent adventure feel to it, right? Be most specific, it's horrible grammar, but I'm going to make the point let's talk about dating all right? And we'll use myself with all due respect to my lovely wife as thie guinea pig in this story, okay, I spent a lot of years looking for miss wright, the one I wanted to marry the perfect girl, and when it started out, these were my criteria. I wanted a girl who was cute, who was willing to date me that's what I wanted let's just say that wasn't the most successful audience narrowing that I possibly could have done, so then I got a little more specific about my dating audience, and I said, I want a girl who was shorter than me comey crazy I don't know it was like a masculine feminine thing that I was going for I wanted her to be gorgeous with a girl next door vibe kind of the best of both worlds somebody who's beautiful but doesn't walk around acting like she's beautiful instead is just kind of like girl next door and a friend someone that was younger than me call me ages that's what I was going for I think that had to do with maturity level more than anything fun to hang out with and still willing to date me that criteria made list number two and I had some success it was a little more successful than the first run but again not as successful as I might have hoped so instead I got most specific and with some help from the wonderful tony robbins he had me write out an exercise I wrote all the things I was looking for in a partner I wrote five pages and some of you may be freaking out going showing really five pages you are high maintenance I am but the fact of the matter is I was looking for a customer for life I wasn't looking for a customer for today I wasn't looking for a transact I was looking for the true long term relationship so I did things like aa partner and learning a voracious reader who constantly seeks growth learning and new experiences ah, partner and career in business who understands, appreciates and is excited by the entrepreneurial lifestyle, a partner in living, a world traveler who wants to design a lifestyle knows what she wants in her life and in her partner, two months to the day after writing that list of what I was looking for, I went on my first date with my wife. Now what's interesting is I have known my wife for about eight years she'd been right in front of me all the time. Your audience members, your ideal customer there right in front of you. You just got to get specific in the way you're looking for them. So let's, talk about how we can actually do that. All right? The way we do that is by focusing on a persona. Now, some of you may have heard persona bandied about in, you know, the business world owe you need to know your customer personas let me describe what it is, okay, it's, basically this fictional character that we're going to create that describes the bulk of our customers. Now let me be really clears I've said earlier, your audience members, your customers, they're all unique and they're all different. But we can do some general broad encompassing to group them into sections that we might call personas and some of the geniuses at this originally who really kind of brought this to the foreground in the corporate world were best buy alright bestbuy came up with these six personas buzz carry, bury ray maria and jill okay and they were named after famous like tv and movie celebrities so that the employees of best buy when someone walked into the store they could be like that's a buzz that's a ray and they could share with each other and they knew that these were the six types of people were going after and they don't deeper to find out. Well, what are those people's motivators? What they found that urban trendsetters okay, which are the buzz and the carries made up forty to sixty percent of their bizz snus stop and think about that if there was a segment or a group of your customer base or your audience, that was forty to sixty percent of your revenues don't you think you wanna spend a little time learning about them and so did dive deeper and I know this is kind of small the folks at home could probably see it easier, you know buzz, for example, spend seventeen billion dollars a year on technology these are the guys that need tohave the newest brand new release. They have had every iphone that's every come out, and when the new one comes out, they go and traded in and get the next one. They upgrade their laptop, probably every twelve to eighteen months. They're flat screen that was a fifty six incher was awesome until the seventy insure came out. And then they upgraded to that one, and they put that little flat screen in the basement or out in the garage or in their kid's room. Okay, this was a sweet market, but what's also interesting is they found out that this person gains self esteem from owning things interesting, so they were able to tap into the emotions. All right. A client of mine, s m o is a home heating oil and energy company on the east coast. We helped develop some personas for them, and when we did was bringing ben breen better. The newly married couple, who need twenty four seven access to their home energy needs. They both work really long jobs that require the long hours at their jobs that were required them to be away from home they're not usually there for a delivery so they need to get like a text message notification that there's been a delivery they need to manage everything about their business online on their account if need be they'd rather not use the phone they'd rather do a chat or some type of an online messaging on we dove deeper and deeper we talked about their potential pain points about the fact that they feel conflicted that they're not at home we talked about their motivations that they're trying to say save money with a very specific purpose of saving that money to buy the house instead of renting the house they're living in his newly weds they want to buy a house and we also talked about the business needs and this idea that because they're a young couple we needed to educate them on how energy in their home actually worked. How does the furnace work and why do you want to spend the extra money to get a really good furnace that'll last you fifteen or twenty years instead of saving a thousand dollars to get a furnace that's going to be done in eight years? This is a little mundane and we're diving and deeply but this is the level ofthe analysis that you need to do of your personas I had the chance last week to speak to an awesome, amazing group of auto repair shop owners. Now, as a business speaker in a consultant, I get the pleasure to meet with lots of interesting audiences. I've got to tell you, this was one of my most favorite eye in all the audiences I've spoken to around the world. I have never met him audience that was more open and willing, tio here new ideas and to change their businesses, which I say this respect because I made a lot of friends at this event, not really how we think of our auto mechanic. These were serious, savvy business people on while I was there, I had the chance to meet this man, bill hill there's, a magazine called ratchet wrench. Okay, I'm not a subscriber. I might become a subscriber now ratchet and wrench gives an award annually to the best auto repair shop owner in america, bill hill one and he was in the audience. And while john's answer earlier about who his target market was pretty good, I'm sorry. Bill gave the best answer I have ever heard in a decade of talking about this bill said to me, joey, my audience is a woman. Who is a professional? She either works or she volunteers she's, thirty to fifty five years old. She owns her own home in the value of her home is somewhere between one hundred fifty thousand and three hundred seventy five thousand. Her household makes over one hundred twenty thousand dollars in annual income. They have a minimum of three vehicles, and at least one of those vehicles drives twenty two thousand miles a year. They have one college child in college and at least one or two on the way that are just learning to drive. And they live within three miles of our shop. Holy cow. And he rattled it off that fast here's a guy that knows his customer here's a guy that is really clear. And I say guy, his wife, liane is also absolutely wonderful. And with all due respect to bill, she runs the hr. And she makes sure the shop, like most male entrepreneurs, there's a woman right behind him. That's doing a fantastic job that is actually making the trains run on time. But he described this in such a way and with such detail that I actually asked him, bill, can I borrow that and use it in my presentation's going forward because I want everybody in the audience to know on auto shop mechanic who you probably have some judgments about. Okay, I don't have judgments about, but somebody might have a judgment about how savvy that person is or how in touch with their business. They really are that's. His level of understanding bill has an auto repair shop with sixteen days and thirteen employees. They're going to do about two and a half million in sales this year. Not bad for thirteen, employees. Do an auto mechanic work in a little town in ohio? Well, what's really fascinating is not only does he know this much about his audience, his customers, he knows this much about his employees were going to be talking about that on day three your team and how to get them into the first hundred days. They do forty hours of training for each of their technicians annually minimum. Last year. Their lowest technician, I think, did about fifty hours of training, their highest in ninety six hours of training on the job paid for by the company. What? Because they want to create amazing experiences because they want their employees to get it. So we have a worksheet. Okay, for those of you in the studio audience, you've got your little worksheets here. For those of you playing along online, hopefully you've had a chance to go to the page and download the pdf go ahead if you haven't download them all okay because we're going to be using these throughout but we have this first workshop and on the bottom right? You see it says audience personas that's the worksheet we're looking for so it looks like this and it says audience personas on it now up in the top here we have a little box all right kind of a little photo box I'm not going to make you do it right now if you're playing at home you might want to draw in a picture of your ideal customer if you have a photo of that customer, you could insert that or taped that to the box I want you to have a picture of visual of who it is you're trying to connect with is your audience member on the side we have the name and for the name because we're defining personas I don't want you to put the name of a specific customer I want you to do like the buzz lightyear example right a type of customer and it's better if you give them like a popular cultural reference name because it's something that not only will you understand and connect with it also makes it not it's creepy when bob's in the room and I'm talking about him I can say, you know, to my employees that could be like well let's make sure that buzz is well taken care of and they actually know that I'm talking about bob, but pop doesn't know I'm talking about him, okay, so you can have some fun with it, it's also a way that will help you connect so that when you're talking to your team and you say we have a buzz lightyear kind of customer, they're going to automatically think of buzz lightyear and go oh so into gadgets and gizmos and tech and space and kind of bold, but maybe a little self doubt and kind of you know, they're going immediately go to the movies so used names and examples of people that are relevant in your world, then we're going to do some key attributes and overview description what I want you to do, and by the way, you could be writing these in right now in the interest of kind of moving through our presentation today, we're not gonna pause and let you write it down. You could be filling this inn is we go or you can fill it in during one of the breaks are for homework tonight I've also made these is template so that you can print them out and use them going forward, you have more than one persona that you serve best buy has six, so don't give me this joey I've thirty eight personas no, no, no think a little bit differently you know we want you to have six or less that air your target keep personas you're working and we're going to fill this out, then we come to the box with personal motivations and so here were writing about what are the things that are motivating them? What are the things they're excited about? What air there needs, you know, kind of where they at, then we have the stated goals and unstated goals the things they're telling you they want, which is really important because we need to listen to what they're actually saying but equally is important in fact frankly, even more important is their unstated goal. What is there the thing they're really trying to get here? We're going to come back to that piece of it stated goals and un stated goals later, we're going to do a whole section on that because it's really important finally potential pain points we're going to talk about, you know, things that are causing struggles for them and the needs for the business what you need to dio now the three I'd like you to fill in right now are these three the name the key attributes and description some of the personal motivations and the pain points okay, so ideally you're filling these in you're starting to think about the persona of the person you serve you're thinking about some of the descriptive words or phrases and this doesn't have to be like a crazy narrative is you see I didn't give you a lot of room on the page just some bullet points is fine couple little things folks they're playing online if you want to go into the chat and describe some of the personas you're serving love a chance to have you share those here in a minute and potential pain points again what are the things that are causing them stress in their life? What are the things that are causing pain that hopefully you're going to be able to solve that you're going to be able to assist them with as we go through this process now the goal when it comes to our personas is described to be able to describe them in a shorthand that allows us to quickly think what's relevant to them and how can we build this out? All right so you've had a chance to build some of those out will be sharing those later as we go through okay when it comes to our personas it's kind of like this row of apples right? What makes them stand out what makes them different? We want to have a general persona but as we dive deeper into that we want to get more specific about that customer and there's this great writer harvey mackay okay he's been around for, you know, thirty years now writing fantastic stick books. And he came up with this book call this principle called the mckay sixty six and the mckay sixty six it's shown over here. And if you google mckay sixty six pdf. You can download it it's available on his website, it's. This great list of all the things you should know about your customers right in there were sixty six questions. Well, in the interest of making this a little bit easier, there's a worksheet that's in your books for the studio audience, her online that you can download that takes the mckay sixty six and then also builds on it. And it creates all these different things that you could be tracking about your customers. And the way the work she does set up is that you can come along and fill in the circles. Do you always get this piece of information about your customers? Sometimes rarely, never or it's not applicable to your business. And before you fill in the not applicable to your business? I want you to really think about it because it probably is applicable to your business. But in the interest of full disclosure, I know some of you were going to say, well, joe, we know that isn't relevant to my business, and I wanted to give you an out, all right? We're going to fill these in the reason I wanted you to kind of look at this, and for those of you, like, you can continue to work on your persona sheet or you, khun trump ahead to the audience information, track it, we're going quickly, there's a lot of work sheets in the sexes eyes, I just want to touch on them, and the goal is will come back after some of the brakes and dive a little bit deeper into these and talk more specifically. But when you fill these in, the reason I have the different columns is sometimes we don't in fact, often we don't systematize how we gather information from our audience. I'd be willing to bet that the majority of you are sitting in a position where right now you have emails for some of your customers, but not all of them. You have phone numbers for some of your customers, but not all of them. You know, some of your customers, birthdates, but not all of them. Once you identify what the most important things are for you to know when to track in your audience base, you've got to get that on everyone, and you can't do it in a creepy way, ok, let's, be really clear when you first imagine first meeting someone and, uh let's pretend I'm meeting bob for the first time and I come and I'm gonna do business with bob and bob says great joe, you need some new software I say yeah bob I do I hear you have amazing software he says great here's what you do you you press here and you buy the software, by the way what's your wife's name. Whoa! Easy, bob. Unhappily married. Thank you. And no, you cannot meet my wife, you know, especially after that question, just picking on bob bob's a really nice guy. I'm not making fun of bob. You've got to be careful about how you ask these questions and when you ask the questions, they have to be relevant change the conversation. Bob and I are having a conversation, and I mentioned that I'm going on vacation next week, and I'm really excited to get this software because it will help to automate my business while I'm on vacation. And bob might say, joey, where you going on vacation? I might say, oh, I'm actually going to the caribbean aware, oh, I'm going to jamaica bob's filling in kind of here on page two, where we have the opportunity to show vacations that they're interested in other information, other key notes things that might be excited about, but somehow it just came up in a very informal conversation and bob might say hair you going by yourself? Are you taking your family? I'm taking your family. Oh, right. Remind me what your wife's name is. Charlie. Oh, it's barrett a lot less creepy unauthentic conversation. We're building connection, but is the business owner your job is to be tracking this information and recording it because imagine taking this example of me going on vacation in december to jamaica with my wife and son, imagine when I come into bob's shop in january and I've got a couple questions about the software because maybe I haven't been able to figure out how to make this one functionality work, and so I say, hey, bob, how do I make this work and he's like, oh, you do this this and this I say, oh, great, thank you so much. That was my mistake. You're really clear, like your documentation and your support manuals air still awesome, but I don't like to read, so thank you for explaining it to me in person and bob says, yeah, awesome! Great! I'm so glad you're up and running, by the way, how'd that vacation go? It went well, thanks for asking to bear it, enjoy it oh, that remembers my wife's name the person whose mind number one audience member okay now we're having a different conversation, and I might even turn around to say, too bobble bob yeah, she did. Thanks, but are you married? Where do you and your wife like to go on vacation? Okay, now we're having a conversation now we're changing things around when we get our customers one of the things we want to do with segment them right? And you've probably heard about this, right? You've seen it in the business magazines in the business books they've talked to you about let's segment your customers, no one ever teaches us how to do this right there, there's no example, everybody says it's, something you should do but it's kind of one of those amazing things that everybody is talking about him, but nobody actually does it that ends here today, we're going to actually work on segmenting your customers and to do that we're going to use an example, okay, let's pretend that our business serves these twelve customers donald trump, oprah winfrey, tom cruise, beyonce, barack obama, mitt romney share mark cuban, julia roberts, george clooney, mike tyson and lady gaga. I can't even begin to imagine what kind of business serves this audience, but just work with me, people, these air personas that we can all be familiar with and understand. So when we think about segmenting our customers, one of the first things we do is we say, okay, what's the easiest way when we look at this group of people to segment them well, let's segment my gender so we can divide our customer base into men and women, and we all have been around the block enough to know that men respond to certain types of interactions better than women and women respond to certain types of interactions better than men. So this might be one way you might want to think about segment in your customers ironically enough, I bet in john's business who he does kettlebells and exercise and martial arts, this is a fairly common segmentation that he does if I switch it over, for example, two bobs business that software is a service my gut instinct I could be wrong this isn't me being critical. He doesn't segment this way as much as he could, and if you start to think about different ways to said mate your customers, you'll learn new things, so we put them all back together and we said, well, what's the next most common way to segment and it actually came out in our conversations we segment by age, whether someone's in their twenties, thirties, forties, fifties, the bulk of our customers in this audience or their sixties depending on what we're marketing to them, these may be interesting conversations. Now, this is not being critical of lady gaga. I'm a big fan of lady gaga. She might not be as interested in long term retirement planning as mitt romney that's not a mitt romney joke about retirement. Okay, let's, be clear. I just picked him out of the list right where you are in life might change the impressions you're having. Well, what's, another way we could do it well, let's have fun with it. What if we went by people who go by a single name? Trump, oprah, romney, tyson share beyonce, obama you never hear people refer to it is gaga it's lady gaga, right? You know let's, give her the proper honorific. What if we decided to segment are people by the people who built success in business pretty much half and half? What if we decided to segment by people who have had their own tv show you a nice little throwback to when share had a tv show right back in the day? We might realize that some of our customers that aren't doing the thing now maybe have that in their background and that's an interesting way to connect with them, what about people who have been in the movies? Now, I don't know if there's much of a career after politics for these two, but seriously come over to the movies side of the house that's where everybody seems to be at finally, what if we did it by who's decided to be a presidential candidate? We have three groups, we have the people who have actually run for president and in one case one we have the people who have been suggested that they run for president over on the right side and on the bottom we have three people who probably shouldn't even consider running for president. Okay, so these are the different ways you khun segment an audience. So how do we do this? When you have a worksheet in your workbook that is going to allow you to segment and they're these little squares so you can take the work sheet on your own time? You know we'll do this at one of the breaks at the segment, you could take the work, she pull it out, cut these little squares and write the names of your different customers, and then lay him out be like a kid in arts and crafts lay those worksheets out or those little squares out you guys, they're all pre cut here, eso lay them out so that you can move them around. And that visual of seeing well, how could I get more customers over here or what way could I define a segment that gets these two customers together interesting that would change the way you think about your business most of us have never done this most of us have only segmented by the really top level stuff like let's segment by gender or more common in business let's segment by which product or service they brought we have the people that are buying the twenty dollars service and we have the people that are buying the fifteen hundred dollars service let's focus on the fifteen hundred dollars people because there where the money's at? Well, guess what the people that bought the fifteen hundred dollars service at some point were a twenty dollar tester of your business? How can you identify them when they're at that stage and hold their hand as you walk him to the up sell instead of just blindly presuming that there's an opportunity for an upsell? We've covered a ton off content and a lot of work sheets and I know you didn't get a chance to fill all the worksheets out got a wonderful opportunity at the lunch break to work on that or later tonight or in the weeks to come questions questions from the audience about we've talked about questions from the online group okay, so this is a question kind of techie question from before your presentation is obviously very visual, and you've talked about people being visual, and you specifically said to put pictures in our e mails because, you know, people are visual, my question is on, and I don't know if you knew the statistics, but on deliver ability of if you add pictures to your list, doesn't get kicked into the spam filter mohr often, or I don't know if you know it's a great question, I love this specific technical questions feel free to ask those either people in the audience or online, happy to dive into those were going to spend a chunk of day three talking about specific tools will all dive into recommendations, but let me address it now for those that might not be able to tune in, then you need to be with a reputable provider, that's, the real issue, all this issue that this conversation on email deliver ability, rates and, oh, everybody's trying to tweak it cause I want to make sure my email gets through, and I'm worried that if I include an image, it might not respectfully, people are kind of getting caught up in the noise about that, and they're worried more about the hype than the reality, I think it be fair to stay, and I defer to the tech people, both in the room and online that it ten impact deliver ability, but not as much as you think, especially if you're doing it right and you're making it relevant let's take the question and flip it on its head. What other ways could you be visual that don't have to deal with email? Deliver ability rates of including an email ara an image in the e mail, for example, you could mail them and info graphic mail them the picture, mail them a map off the chart of this will describe what it's going to be like to work with us over the next three months instead of a word document that's ten pages talking about phase one face to face. Five it's a picture that shows them walking along kind of like, you know, candy land or chutes and ladders or something like that, it gives them that sense of nostalgia, and it gives them that sense to say, oh, I'm this far on the path I don't need to freak out because that thing where we're going to make the decision that's five more stops down the path, even though I'm thinking about right now, I don't have to worry about it now that we could incorporate the visuals to in that email cinematheque space email with a link that says, I made this video just for you, click here to watch it who's not going to click on that especially if you actually made the video transfer them please don't do this b s if I made this just video just for you and then it goes to the video and it's like we love all of our customers all of you the five thousand people that just got this video we really care about you personally it is an individual no no no I have a friend who runs an awesome event up in toronto which is how I had the chance to meet a number of the people here and he was hosting this event for, uh, one hundred people he had over three thousand people apply and the only led a hundred people in it's called mastermind talks I think its mastermind talks dot com jason gaynor totally check it out amazing amazing event but the reason I told this story is he actually did personalized videos for everybody in the audience oh my gosh, it was amazing you were sitting there and you've got an e mail one day that said hey here's an e mail from jason click toe watch and I was like okay click and I'm presuming hey, thanks for signing up to come to the event it's gonna be awesome and the video starts out joey coleman, how are you holy ship and I'm sorry I swore but that was my reaction that's a fascinating thing about the combination of those two words I'm actually going to write a book about that someday because it's the glorious combination off the reverent religious phrase of holy and the less reverent phrase of excrement and when you combine them together, you have this amazing mash up. But if that's the kind of reaction you're listening from your customers, you're doing the right thing, okay, so that was my reaction when I got it, I was like, holy shoot, this is amazing! See, it doesn't have the same effect if you say shoot right? But I it was personalized, it was for me, it was that connection and I was like, pa, now I get it that's all you have to do, we have some from online. Do we have? Ah, funky guy who won I love your handle absolutely wants to know how does this affect the retail business? Because when a customer comes in, chooses a product, buys it and leaves, you can't really get information about them. So how do you get this information about someone if it's if it's a retail business? Yeah, couple things so number one you have most retail businesses swipe a credit card, which gives you a whole lot of information you don't actually use it or look at the analytics but you have the ability to then do all kinds of marking the other thing is create some type of an engagement as a retail customer that makes them want to give you more information say, hey, thanks so much for buying this, you know, if you don't mind, we're only going to use this for one call, but would you mind giving me your number so that a couple days from now actually everything you've tried on the shirt and worn it to do a work out or whatever it may be, we can actually call you and make sure it's working now some people are going to say no, I want to give you my number because they don't trust you because most companies have abused that right, but some people are going to go really, you're going to call? All right, I'll give you a number, I'll give you an e mail, why not? And then when you actually deliver on what you told them that you were going to do, you'll blow their mind. We spent a lot of time collecting coming. This is less of an issue with, with all due respect, a funky guy. This is less of an issue about how do I get all this information and more of an issue of are you even using what you've got? Most of you have emails of your customers and you're sending some ridiculously boring newsletter that no one opens her reads that has five articles that you fight internally with your team to even write the articles and produce him on schedule, and you're like, this is our outbound content marketing, aren't we amazing? No, stop to one article, do something relevant. Do something even better. Don't send them the newsletter of here in the retail place take a picture of the display of the new shirts or the new thing that you're selling and email that everyone trust is the picture that says, cherie, these just came in and I thought you'd like to see them picture that's it no, this is how much they cost. No, this is much they're going to do no blah, blah, blah. Oh, well, that's kind of interesting it's different it's unique. All right, worry less about what are all the like? The problem with this presentation right over the next three days is it can get overwhelming fast. You've got one hundred days and most people when they first hear first hundred days, what they hear is on day one. I have to do this on day two. I have to do this on day three I didn't no, no, no. It's the wrong way to think about the first hundred days you need to think of it more holistically in the first phase what do I need to do? It may happen on day one day two day five but in that early part when they're becoming a customer what I do once they've been in the fold for awhile how do I build it out to the next level spend less time worrying about how my going to get this information and more time thinking about how can I use the information I already have one less thought for our funky guy retail store establishment imagine how if you kind of think of this analogy of what could be the thing that cedes my ability to follow that person home right what's the thing that creates a reason for me to be in their house going forward it sounds a little creepy all right, let me explain if you've made a connection if you've let them know that you really care about how they're going to use the product or what it's going to be let's take out women's clothing for example if it's a women's clothing retail establishment were just that may be funky guys business it may not let's just run with it and you said oh you know you look fabulous in that you know what do you favour and it's not like a creepy waitress to sales person to person and you said you said, you're getting the stress for prom, and the girls like, oh, yeah, I'm getting it for problem. I'm really excited about it and he said, would you mind just, like, take a picture, like, text it to us or post our facebook page? We just love to see how beautiful you look on prom night. Wow, now you have my attention. Now you're doing something, especially if your market is sub thirty. They're happy to share that information, especially if you're like, yeah, and if you posted to our website, will give you a little shout out or blah, blah, blah or, by the way, you know, bring your friends, and we'll do a whole thing for you. Khun start to connect with people in a different way in our final time together, we want to do the wrap up of who is your audience in one minute or less right? Looking at the last ninety minutes we've spent talking and how do we wrap it up in one minute? The moral of the story is you need to be asking questions you need to know who your audience is because at the end of the day you may think it's one group of people but it's actually a lot more complex than that and we need to be willing to dive deeper into the conversation and actually record the information about our customers that is relevant get back to a little bit of the old school way of doing it by building out personas like some of these companies fromthe large to the small have done by filling out your worksheet on the person is talking about the pain points the different elements of their personality and trying to have a better understanding so that you can see where people are similar and where they're different. You want to record a lot of information about your customers not all on day one but over the time of the customer lifecycle be building it in and having a better understanding and this will allow you to do a better job of segmenting I encourage you to go over to first hundred days dot com while you're there you're going to see this picture of my son lachlan and three opportunities for some bonus materials a resource guide. If you end up buying the course, sending your receipt, you get the chance to win a private consultation with me and this one at the bottom, where you can take the survey to get a personal assessment for your business. And I will tell you that survey is easier done, probably later today or tomorrow. Some of the worksheets we filled out today about your audience members and filling in all those little bubbles. One of the questions on the survey is, how many bubbles did you fill in? Okay, so you want to have done the work sheet before you do the survey, but you'll have the opportunity to do that.

Class Materials

bonus material with enrollment

Calendar and Checklist.pdf

Ratings and Reviews

Yoko Co

If you're looking for speakers discussing marketing and sales, I'd suggest taking a time out and watching this lesson. While you can pour time and cash into marketing and sales, if your not keeping your customers happy, then what has it all been for? If you really want to take your marketing and sales to the next level, start with the client experience. Happy customers who become fans will provide better marketing than you could every write for yourself (plus other people will believe it, because it isn't you talking about how great you are, it's someone else talking about how great you are!) And those fans generate referrals by the boatload. And all you have to do is be great at what you do, and make sure your clients' or customers' expectations are managed well, and then exceeded. Joey will teach you how to do this. As a side note, we've made this course part of our onboarding process, so every new hire watches this complete lesson within the first two weeks of their tenure with us, it's that much a core part of our philosophy. Godspeed!


I watched a replay of this course in November, 2017. It's incredible it's still such a current and updated course, even though the lessons were shot in 2013. Very deep content, told in a very light, fun and assertive way. Wonderful examples that inspire action and hands-on tips that you can apply immediately for every kind of businesses. Best in-studio audience ever.

Tanya McGill Freeman

Wow...just WOW! What a fantastic course. Joey over-delivers, practicing exactly what he preaches in this truly insightful workshop. I honestly can't think of anyone I wouldn't recommend this course for. Such a small investment for such tremendous value. Get this course NOW! You'll be so glad you did.

Student Work