## Phase 1 — Ideal customer beyond demographics

My brand: [describe your brand, niche and audience]

Task: build a realistic profile of my ideal customer. Leave demographics aside and tell me what keeps them anxious at 11pm.

## Phase 2 — Unspoken beliefs

My brand: [describe your brand, niche and audience]

Task: what does my audience privately believe but never write about in public?

## Phase 3 — Their own words

My brand: [describe your brand, niche and audience]

Task: collect the exact phrases my audience would use when explaining their problem to a friend.

## Phase 4 — Polite objections

My brand: [describe your brand, niche and audience]

Task: list the objections my audience holds back because they are too polite to raise them.

## Phase 5 — Offer reframe

My brand: [describe your brand, niche and audience]
My offer: [offer]

Task: reframe this offer so that turning it down feels harder than accepting it.

## Phase 6 — Beliefs before trust

My brand: [describe your brand, niche and audience]

Task: before my audience trusts me with their money, what must they first believe about themselves?