www.getwsodo.
com
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
RESEARCH &
DECISIONS
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www.getwsodo.com
EXAMINATION TRIAD
1. 2. 3.
PROSPECTS COMPETITORS PRODUCT
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www.getwsodo.com
1.
PROSPECTS PROSPECTS
• Problem Identi cation
• Wants/Desires
• Emotions/Feelings
• Beliefs
• Awareness Level fi
www.getwsodo.com
www.getwsodo.com
1.
PROSPECTS PROSPECT PROBLEM
• Don’t Assume The Known Cause
• Most prospects think the symptoms are the
problem. They're not aware of what the actual
underlying real problem is.
• Focus on symptoms, not “root problem”
• Focus on pain from symptoms, not “root
problem”
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www.getwsodo.com
1.
PROSPECTS PROSPECT PROBLEM
• Is there an Unaddressed Root Problem (URP)
which your solution resolves?
• URP: The real, underlying reason/cause of the
super cial problem being focused on?
• Example: Declining Memory -> Household Toxin
• Example: Low Testosterone -> Poor Cellular
Uptake
fi
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www.getwsodo.com
2.
COMPETITORS COMPETITORS
• Hook/Theme/Marketing Idea
• Promise, Claims, Bene ts
• Unique Selling Proposition (USP)
• Unique Mechanism
• Offer Components
fi
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www.getwsodo.com
3.
PRODUCT PRODUCT
• Catalyst
• Hook/Theme/Marketing Idea
• Promise, Claims, Bene ts
• Unique Selling Proposition (USP)
• Unique Mechanism
• Offer Components
fi
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www.getwsodo.com
PRIMARY PROMISE
• CHIEF RESULT, OUTCOME, TRANSFORMATION
• Big, bold, audacious
• True and believable
• Speci c, concrete, and tangible (NOT VAGUE!)
• Measurable
Prospect must be able to envision it in their mind’s eye
fi
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www.getwsodo.com
• You want prospects to say to themselves, “This is
exactly what I’ve been waiting for!” “This changes
everything!”
• The “magic wand” technique: If you could grant
your prospects anything, what would the magic
result be?
• The ideal client exercise: Imagine your greatest
future success story. What EXACT results did the
client get? What did they experience? What was
the transformation?
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www.getwsodo.com
UNIQUE MECHANISM
• The unique piece, part, component, aspect, process,
system, method, process, framework, etc., behind your
product… which solves the problem and produces the
result.
• It’s HOW your product works!
• The reason why your product works.
• (This gives the justi cation for the hope the prospect
feels when seeing your promise. )
fi
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www.getwsodo.com
THE OFFER “SOLUTION”
ATTRACTIVE IRRESISTIBLE
SOLUTION PROPOSITION
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www.getwsodo.com
THE OFFER “SOLUTION”
ATTRACTIVE
SOLUTION
• Solves a signi cant problem
• Produces a big, desirable result
• New, not simply better (i.e. Replacement, not improvement)
• Is viewed as unique and different
• Is seen as superior to other options
• Is quick and easy to implement
• Produces fast results
• (At least a portion) Can be positioned as DFY
• Gives the prospect success con dence
fi
fi
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www.getwsodo.com
“BARE BONES” BIG 3
TARGETED PRIMARY (U.M.)
PROBLEM PROMISE PROCESS
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www.getwsodo.com
QUESTIONS TO ANSWER
• What is the problem you’re going to solve?
• What are core bene ts you’re going to focus on?
• What are core emotions you’re going to prod?
• What is the idea/hook you’re going to use?
• What is the Unique Mechanism
• What are objections/concerns/beliefs which I will need to address?
• What’s the vision I’m going to create for the after state?
• What is prospect’s core emotion about the problem?
• What is the Buying Belief (Thesis) I need to establish in the mind of
the prospect before going into the offer?
fi
www.getwsodo.com
www.getwsodo.com
PRODDING EMOTIONS
• Fear
• Greed
• Guilt/Shame
• Belonging/Exclusivity
• Anger
• Pride
• Envy
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www.getwsodo.com
PROSPECT BUYING “RISKS”
• Financial loss
• Loss of face
• Loss of time
• Inconvenience
• Hassle or intimidation
• Unsatisfactory results
• Disappointment and frustration
www.getwsodo.com
www.getwsodo.com
CAMPAIGN THESIS
• Statement of superiority…
• Primary Promise…
• Unique Mechanism
• “The [statement of superiority] way to [Primary
Promise] is with [Unique Mechanism].”
• The [most effective] way to [get new buyers every
day] is with [the E5 Method].
www.getwsodo.com
www.getwsodo.com
CAMPAIGN THESIS+
• Include Catalyst when appropriate
• “The [statement of superiority] way to take
advantage of [Catalyst] so you can [Primary
Promise] is with [Unique Mechanism].”
• The [most effective] way to leverage the [iOS
tracking update] so you can [get awless
marketing metrics] is with [Pixel Refreshing].
