Part 2: The Baddies

Now that you have identified their “ice cream on the floor” moment you need to start to empathise with them, to show them that it is not their fault and that there is hope.

If you do not identify the Baddies that have contributed to putting them in this situation then you can’t hope to show them that there is a way out. If there is no one else to blame then it is all on them and they in fact have no hope of achieving the dreams and goals they aspire too.

They and you need to have an institution, a commonly held belief or industry wide lie to throw rocks at.

Noticed I said “institution” we do not pick individuals and we certainly don’t nail their close family members to the wall!

Lets take my dream clients as an example, and run through who some of their Baddies might be:

• Scammers - those people who told you this was a get rich quick scheme, that you would make money overnight with little to no effort.
• Gurus - those people who sold you a high priced course which in fact didn’t teach you anything, provided no actionable steps and their course was filled with fluff and no substance.
• Male coaches - females approach marketing differently and while the online marketing space is currently dominated by male coaches we need a more female centric approach to bring the best out in ourselves.

So you see I haven’t named anyone in particular, I haven’t even named a specific course. It doesn’t matter you just need to identify what has possibly held your dream client back and has contributed to them sitting on the kitchen floor.

Then in your marketing you throw rocks at these people. You clearly show that you see the Baddies and call them out and that you are different and can provide what they don’t for your dream client.