Unit 2 Lesson 6A
Welcome to Lesson Six. This is the third and final pillar in the external things that can impact sales, and today we’re going to talk about educational opportunities.
So before we dive in, let me just tell you a little story. My daughter, Lexi, turned 18 this fall. She’s a senior in high school and she’s been taking college courses for a year.
And there’s one thing you need to know about Lexi. So, Lexi is very organized and structured. She doesn’t like being surprised or feeling like she’s unprepared. She’s the kind of kid who wants to be home early on Sunday evening so she can get all of her books, her lunch, her practice clothes and regular clothes together for the next day. She wants to know that when Monday morning rolls around, she’s not going to be rushing around trying to pull things together last minute. She wants to have everything she needs right there for her when she needs it.
So I got a rather panicked text message from her one day before one of her college classes started. Her class had a test that day and they used those scantrons for tests, so the sheets where you fill in the oval, and then a machine reads them. The problem was, she didn’t have one. This may not sound like a big deal for most kids, but knowing my daughter like I do, I knew that this was a big deal to her.
She felt like she was showing up with everything she needed, only to realize she was missing a really important piece. What was she going to do? Thankfully, the professor had extras and she just got one from him. He provided that just-in-time asset for her so she could take the test. She needed that. And so does the target audience.
That’s our impact statement for this lesson: People need just-in-time education opportunities. Nobody likes to feel like they purchased something or invested in something, only to realize they have no idea what to do with it.. One of the main fears or obstacles a target audience has is overcoming self doubt. Remember, they think that they’re not going to be able to figure it out. Even if they’re convinced it’s exactly what they need, if they think they can’t figure it out, they’ll hesitate.
People need to know they can succeed, even if they’re not an expert yet. So that’s such an important statement, I’m just gonna write it down. People need to know this, they can succeed, even if they’re not an expert yet. Everybody starts somewhere.
And the idea that you have to be an expert before you learn, it doesn’t make sense on the outside. But on the inside, that’s basically what we tell ourselves, right? Like, “I have to know more than I know before I can get this result or meet this goal. I have to be more than I am before I can really have success.”
It’s not true, and that’s what we want to show them in this lesson.
So the goal here is for you to learn how to communicate those just-in-time educational opportunities the offer provides. That way, the audience will feel secure and heard and cared for. When you do this, they’ll start to understand they don’t need to be an expert to get results because the offer itself contains whatever assets they need to be able to find success as they go.
We want to make sure the audience knows that everything they need to succeed in the program is inside the offer. They need to know that they can access it, access it exactly when they need it. And so that they can feel confident they’ll be prepared to succeed, no matter what happens. So, everything they need to succeed in the program is inside the offer. They can access it exactly when they need it and they can feel confident they’ll be prepared to succeed, no matter what was so important to our target audiences.
Alright, so first of all, does the audience feel prepared? Because preparedness can be super important. If they don’t feel prepared, they may not buy.
Let’s talk about that a little bit. Be honest. Now, have you ever had a fear of showing up at school only to find out you had a biology quiz that you didn’t study for? Or how about that nightmare where you suddenly wake up, look down, and realize you’re out in public in your pajamas, right?
When you’re thinking about communicating the educational opportunities, and the offer, a lot of it is just about making sure the audience feels prepared. My daughter and her lack of a Scantron was not prepared. And she told me later that she almost left, she almost left and didn’t take the test because she didn’t have what she needed to do it. Thankfully, the professor must have seen the panic in her eyes. Wait, an extra one after took the test?
But did you catch that she was willing to accept a result she didn’t want? To have to go back and take the test another day, and perhaps even losing some points on it because she missed it, because she didn’t feel ready. She was willing to accept a result she didn’t want, because she didn’t feel ready.
Our target audience does that too. Sometimes people don’t opt into things because they feel like they’re not ready and they can talk themselves out of taking action.
So this all goes back to the second pillar and their identity, right? They tell themselves things like “I don’t know enough yet. I don’t have the background I need. I don’t have the right skills to accomplish, use, or own this,” and knowing what you know about the target audience from the first three internal pillars, their beliefs, their identity, and the things they need to let go of, we can dial in on the physical or informational features that they offer that will help them feel secure and prepared to buy.
Alright, so go ahead click through to the next lesson to learn about how to bring out the concepts of just-in-time learning to help the target audiences.