Big Ticket Customer Avatar Recipe

Full video transcript

Hey, what’s going on guys, Darby here, going to be walking you through the Big Ticket Customer Avatar Recipe. It’s called Big Ticket Customer Avatar Recipe because what we want to do here is essentially dial in the ideal customer avatar who’s going to be working with us in our big ticket products or services. This recipe was developed in collaboration with Joshua B. Lee of StandOutAuthority.com. His team helps people create messaging, helps brands stand out by creating human-to-human connection, and a lot of that starts with — and the entire process really boils down to — what we’re going to be doing here with this recipe: answering these questions, doing the harsh stuff first, so that we’re clear on it later.

So whenever you run this recipe, the first thing you’re going to do is fill out the what, where, why, who, when, and how. I’ve included some extra prompts here, because what we really want to do — the key to selling any big ticket item — is understanding what problem someone wants to solve right now. What’s the most urgent thing that they’re facing or experiencing, and how can we help solve that in a new and unique way, and be the only people to do that?

I’m just going to use a quick example here to run you through: Amazon consulting. This recipe and worksheet works very well for consultants who are working with high-ticket clients, products, offers, and services. Running things down here: the problem we’re solving is for Amazon sellers who want to sell more products on Amazon but don’t have the time or experience to build all of their Amazon listings to sell their products to more customers. This is critical because the listing is the most important part of when someone is browsing on Amazon — it’s your opportunity to capture a sale. Without a converting listing, your sales will not be at their full potential. We offer services to build million-dollar listings that help our clients scale.

That’s a brief content brief. You’ll want to spend more time here in the problem: how they had it, what’s the problem costing them, what do they want, what’s stopping them, what have they tried before, what haven’t they done. These are all things you can fill out — maybe they’ve tried listing services before. For the purpose of this explainer video, I want to keep it short and quick so you spend more time here, and then come down to the listing itself, describing your ideal clients.

We’re stopping here with all the commands we’ve got, and it’s a matter of rocking and rolling. We want to get clear and concise, find that one or two sentence thing that’s really clear about what we do and what problem we solve. So: when you find one, our work provides a higher rate and you’ll have to scale on Amazon. Describe the best client you’ve ever had: someone who’s willing to open new ideas, give us feedback, has clear understanding of what they want, giving us direction. That’s a pretty solid explainer — a lot of this is stuff I already have in my head, and the AI is just helping me get that out.

Let’s do the biggest thing I’m struggling with: understanding how to create a listing that converts, hybrid the competition, difficult tasks, a lot of time and experience needed to be successful. We keep running through these questions, and the recipe is trained to be specific with how these go: feeling overwhelmed and stressed. These are just simple prompts — you don’t have to use them if they’re not relevant to where you’re at; if not, just delete them.

I like this one: in a single sentence, the thing our clients want most is a listing that converts at a high rate against their competition, and it allows them to scale on Amazon and grow their business. That’s straight to the point on what we handle. Now we dig into the pain and the problem. As you go down, you really want to dive in and sit with this, because this is something you can keep building on and coming back to again and again. There’s a lot of detail and attention needed here, especially if you’re an expert on a specific subject — a consultant or coach can come in and tweak and maneuver around the AI to get it to say what needs to be said.

Biggest headache: figuring out how to allocate their time, difficult, a lot of focus needed. If it starts repeating itself, I want to put some blinders on: struggling, they don’t have the time or experience to build their own listing, also not sure the best way to market their products on Amazon. What fears haunt them — are they doing everything they could be doing on Amazon? Like, the biggest expense in business isn’t the money you’re making, it’s the money you could be making but aren’t. A nightmare scenario: struggling with sales, not making as much money as they want because they aren’t getting products in front of more customers without the help of a professional. Enter your service as the solution. Why is it important to fix the problem right now? Because the consequences of waiting compound the struggle on all sides.

Now we go down to research — gathering more information, looking for help building listings on Amazon so they can sell more products. Again, rinse and repeat if that’s not the case. All I’m doing here is Shift+Command+Enter on a Mac, or Ctrl+Shift+Enter on a PC. My client wishes other people knew they were passionate about their listings and products, that they’re unique to the world of Amazon listings. All good prompts — if you feel like you should be answering something and the AI isn’t giving you something back, that’s exactly what you should fill in yourself. Breezing through this gets you an MVP edition, but a lot of the research takes real time to gather — the benefit of working with a professional is that we take that off your plate. We focus on four or five areas: research, information, guiding creative strategy, building the listing, optimizing the listing, and scaling the business.

Moving into the next section: biggest tips and strategies. This takes what you showed in the broad section and breaks it down — building tips and strategies, researching information, critical, scale, business, ads. You can build this out and customize it to however your unique process works. A low-level thing they need to do is give basic info on the product. At a high level, what do they want to do following working with you — that’s going to be continuing the research. Now you have a high-converting listing that’s ready to scale on Amazon. There’s no point spending money on advertising if you’re selling with a less-than-exceptional listing — it can cost you more by not investing on the front end. Some mistakes people make: getting stuck in the wrong area, wrong strategy and foundation.

Repeating the prompt section: not creating a strategy, not building a listing correctly, not optimizing the listing for conversions, not scaling their business with ads on Amazon. It’s reorganizing what we’ve already said, which is great because it organizes our thoughts. Feel free to delete the prompts — it’s just a recipe, modify it as you see fit. Biggest obstacles that stand in their way — when it’s repeating itself, I put the blinders up so it’s not looking above that point anymore. Obstacles: knowledge, this includes creating limits on listings, writing titles, descriptions, keywords, knowing different features of Amazon to their advantage. You have to have the time and experience to know when it works and when it doesn’t — that’s why you leave it to the professionals.

Biggest competitors — the AI won’t know this specifically, but it understands the concept generally; that may or may not be accurate for your case, so I’d encourage you to add in your own competitor research. What they don’t like: most businesses and services aren’t able to help them grow their business; what they do like: being able to provide high-quality listings that convert to sales. That’s a place you can use to handle objections.

Wrapping up with the vision — the magic wand: they would live in a beautiful house on the beach with their family, a healthy income, six months from now. You’re future-pacing a little bit: tropical islands, swimming with dolphins, healthy, off the Amazon business grind, spending time with loved ones. A lot of people who start Amazon businesses do it for the freedom it can give them in life. Five years from now — time with family, traveling. Before they invest in you, what does a client need to do — manage different competitors, provide a high-quality listing. Then the aftermath: launch their listing on Amazon, scale the business, stop doing everything themselves.

Describing the perfect client’s deepest desire in a single sentence: what do they secretly want — to find a product that can help them solve a problem they’ve been dealing with for a long time. This is unique to your perfect client. People desire to feel confident and in control, to know they made the decision for their family themselves. It doesn’t always need to relate exactly to the business you’re working with, because people are driven by all kinds of emotional desires. Capping things off, name three things that, if fulfilled, would matter most: a successful career, a happy healthy relationship, confidence in their decisions. Getting a little more broad: money, feeling secure, control over their lives. These are the things we’re actually selling — not the features of an Amazon listing, but what that provides to somebody on the back end, so they can be confident their business is running. And that’s the ideal Big Ticket Customer Avatar recipe.