Class Introduction
Lesson 1 from: FAST CLASS: Rethink What You Sell and Who You ServeTara-Nicholle Kirke
Class Introduction
Lesson 1 from: FAST CLASS: Rethink What You Sell and Who You ServeTara-Nicholle Kirke
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Lesson Info
Class Introduction
I'm Tara Nicholle nelson, I am here to talk to you today about the transformational consumer and how to use those frameworks to reach and engage your customers. Um ideally by getting clear yourself first on how you, how you help your customers get healthier, wealthier and wiser and then by letting them know that so the session that we're going into right now is all about how to rethink what, what you actually sell, what is your product and who you serve. And I'm going to make a bunch of bold assertions about how you should do one of those things based on my experience and what I've seen work, you'll know about what your journey as an entrepreneur, a marketer, designer, whatever it is that you do, anybody as, as someone who is responsible for selling a product. Um you know what the landscape of your own journey of transformation ahead of you is going to look like as you seek to reach and engage these customers regardless of what role you play in the company, regardless regardless of wha...
t level you are in the company. Um We'll go over there are series of components of your business that you have to think about through a different lens in order to to use these frameworks to engage people and and get lifelong customer loyalty. So we'll go through what they are. Um We'll spend most of our time today in this session talking about what you sell and what you don't sell and how you may have been thinking about that wrong. Um And I'll give you a specific tool called the story spine, which you can use to start to reposition your business in your brand as a transformational business and brand in your own mind, which is sort of a prerequisite to doing it in anyone else's mind. Um We'll talk about your customer is and is not, although we'll get much deeper into that in the next session and I'll start um on ramping you into the process of becoming an expert on their transformational journey if you'd like to connect with me or follow me on social media during this session here are the relevant handles and um as I offered before and will offer again, there are a number of bonus materials, including a template and a blank fallible customer journey map that I will walk us through in the next session available to you at transformational consumer dot com. So first, let's do a little bit of a review. Um what we're talking about um is the set of frameworks that arise out of thinking um about your customers through the lens of the behavior changes they want to make for the healthier, wealthier and wiser. Um and I'm submitting for your consideration that there is a massive and growing segment of people who look at all of life this way, so they certainly will look at your product and your brand and your content this way through the lens of Can this help me be healthier, Can help me be wiser, can help me be wealthier, These people are not a small little urban coastal niche, right? It is 50% of american consumers. They spent over $4 trillion a year specifically around their endeavors um to be healthier, wealthier and wiser and something I bring up in um the book is that these are not just health purchases per se, right or wealth purchases per se. Sometimes. Um many products can be seen through the lens of transformation and are chosen. Many many product decisions between one brand and another are made on the basis of a transformational intention, for example soap so people transformational consumers in particular have an increasing interest in the healthfulness of the things that they put on their bodies. Um Which a generation ago with not as big of a deal, but now there's been a lot of research and a lot of publicity in the media about how we actually intake a vast percentage of the things that we rub on our skin. So while you wouldn't necessarily think of soap as a consumer category, that's a transformational category. The fact is many people choose the soap they buy or choose to buy one or the other um through the lens of like that one less toxic or that one's, you know, got food grade ingredients in it. I choose that way because I get out of the shower in my dogs immediately commenced to licking my knees so they're gonna eat whatever's on my body. I'd like it to be something that's not going to make them sick. One thing I like to use this soap example to point out is that this is not exclusively an american or Western construct anymore. Um There is a uh Procter and Gamble has an and Unilever actually have done huge um marketing and uh almost marketing education campaigns around handwashing in countries where hand washing is not a cultural norm. Um Countries we might call like developing the developing world and many people in those places are choosing to buy soap for their families just because they now know it keeps their families healthier, right? So that's still a different way in which a transformational consumer decision or transformational purchase decision looks in a place that's not necessarily, you know, people aren't necessarily spending thousands of dollars on gym memberships but they're still making choices based on what makes them and their families stay healthy. Um All right. And that is a huge percentage of U. S. Consumer spending is either directed specifically to try to get healthier, wealthier wiser or people are making decisions between brands and products on that basis. Um These are just the defining characteristics of transformational consumers and I'll just skim them by way of review. Um These these people set goals that are focused on getting healthier, wealthier and wiser, what I call joyful prosperity. Um They're constantly trying to change their own behavior to that end and setting goals around changing their own behavior to that end. Um They have an extreme growth mindset just meaning they feel that they can change almost anything about their lives if they can master their own behavior. Um And they do have a bias towards action, meaning when there's something in their life that they are unhappy with, their very likely to be in action trying to do something about it, whether the action is the right action to take or not, they're trying and toward that in there because it is actually hard to change their own behavior. They're constantly on a search to find products and content and services that can help. Um So what a lot of the, one of the frameworks that comes out of the transformational consumer framework is this idea of creating a customer journey map that's not specific to your customers, your existing, paying customers experience with with your brand or product. Now, what is specific to understanding the real world journey? Your people take the people that you seek to serve, people who have the problem that you exist to solve, take to reach their transformational goals. Um let's see, we're so that the next session is actually totally dedicated to helping you create this kind of a customer journey map of your own. Um and we'll capture a bunch of the experiences people have at every stage, which allows you to see the unmet needs that they have at various stages so that you can meet them. Um but I also want to make sure we remember why we're even having this conversation in the first place, which is this guy who I actually like this expression on this guy's face is everything. I love it. The disengagement struggle is really, really real. Um It is just really hard to break through the marketing and social media and digital noise for people right now. In fact, my sweetheart said to me the other day, you know, I'm just tired of people trying to sell me stuff, I just feel like someone's always trying to sell me stuff and that is sort of the dilemma that we're here to solve for. Because many businesses are facing, You know, they're publishing more content. They're putting more marketing and advertising out there, and it's just really hard to get heard. People are not picking it up, and I believe that there is another way there. I've seen it, I've participated in it. Um, but to participate in it, you kind of have to decide that instead of buying customers and advertising on its own for the sake of it. Mattering the most, that engagement matters the most, because if you earn the high level respect of your customers, you get these sorts of results in your business, including ultimately, a higher lifetime value per customer.
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