A way of making our Positioning Statement into a story.
What is the problem?
What would solving that problem allow?
How, specifically, can this problem be solved?
Why is it important, or even necessary, to solve this problem?
What impact has this problem had on others? How did they solve it? And how has it helped them?
What fears, founded or unfounded, might keep someone from solving this problem?
And, finally, why are we now qualified to beat down this problem and defeat it once and for all?
As readers of that story, we want our future clients to see themselves as the protagonist of the story. The hero who’s overcome the odds to better themselves and their business. The story arc outlined above can be refined down to a simpler format, and we’ll be constantly revisiting this format throughout the rest of this course: * Pain (the world of today) * Solution (the world of tomorrow) * Offer (how we’ll go from here to there) * Risk (what’s at stake by staying in the world of today?) * Social proof (who has already blazed this trail before me?) * Objections (what might keep somebody from attempting to go from here to there?) * Uniqueness (why is there no time like right now, and no one like you to guide them there?)