Discover

your ideal
customer's
DNA
...and use it to create
a better experience

SHFT.Agency
Get to know
your ideal
customers.

The more you know them,

the easier it will be to create
messaging, offers, and
content that will attract,
delight, and retain them.

It's business 101 - know thy customers!

SHFT.Agency
The key to
crafting better
experiences.

You can't create an

exceptional customer
experience if you don't know
your customer's on a much
deeper level.

Demographics are not enough!

SHFT.Agency
Start with
their DNA.

Uncover the 3-5 key

attributes that define your
ideal customers — no
matter who they are, they all
share these attributes.

No DNA test required...for now.

SHFT.Agency
Okay #sassyjason,
what the hell are
you talking about?

Silly me. I'm introducing terminology

you've never heard of before. No one
else calls this customer DNA.

But it's in the #sassyjason dictionary

of extraordinary brand terms.

Not available in stores...yet.

SHFT.Agency
You need to
know these
attributes.

I explain it to my clients this way:

Knowing that your ideal customers

make $150k a year likely doesn't
help you create content that
actually helps them.

Unless you're better at content than me...

SHFT.Agency
Customer DNA
is useful in
marketing.

But there are attributes of your

ideal customers that WILL help you
in all of your marketing efforts —
content, ads, events, direct mail,
prospecting, and the like.

Those attributes are a gold mine!

SHFT.Agency
Here's our
example...

Founders

Who have a successful service

Going through transition

With little to no internal

marketing team.

Imagine the content you could create!

SHFT.Agency
Those
attributes are
true of all of our
customers.
Doesn't matter the industry, product,
service, business size, or location, they
all share those 4 attributes...

...and knowing those attributes helps

us create a better experience.

That's why my content converts.

SHFT.Agency
I don't use
LinkedIn hacks
or templates.

I know my ideal customers on a deep

level and can speak to their pain
points, challenges, ideal outcomes,
motivations, and what they need
because of it.

You can't hack your way to this.

SHFT.Agency
Enough of
this tangent.

If you still think you can bypass getting

to know your ideal customers, you're
in for a rude awakening when the
templates and hacks you've
downloaded from the fluffluencers
don't work for you.

I mean, I tried to warn you.

SHFT.Agency
Here's how to
uncover your
customers' DNA...
...and how to use it to create a
better experience.

SHFT.Agency
Compile your
insights.
Document what you

1
already know to be true.

SHFT.Agency
Your team
knows more
than you think.

Get your team together and

list out every insight you
have into your ideal
customers. No insight is
stupid or lame!

Write it down already!

SHFT.Agency
Document
everything.

And I mean everything!

Do NOT judge the insight at

this point. All you're doing is
getting everything you know
down on a whiteboard or
document that your team can
easily access.

Even small insights matter!

SHFT.Agency
List insights
by client.

Pro-tip for you:

Make a chart with your client

names across the top and add
insights for that particular
client underneath. It's a lot
easier that way.

Keep it simple, silly.

SHFT.Agency
But, #sassyjason,
what do you mean
by everything?
Think through:
industries
personality
buyers journey
where they find you
demographics
motivations and outcomes
testimonials
results you bring

Literally, everything you can think of!

SHFT.Agency
Look for
trends.

2
Find the common threads
between them.

SHFT.Agency
It's elementary,
my dear
Watson.
Pretend you're an
investigator on a
serious crime and
start looking for
connections you
might not otherwise
think are there.

Look for the connections!

SHFT.Agency
Some common
trends might be:

industry
size of business
shared challenge
stage of business
shared attribute (family-owned, etc.
similar dynamics
missing departments

Any similarity is a trend!

SHFT.Agency
Aim for
3-5 trends.

Look across all the insights you

gathered on each client and try
to find 3-5 that seem like the
most important and most
valuable when creating content,
marketing, and a genuine
experience.

You won't remember more than 5!

SHFT.Agency
Interview
them.

3
Assumptions make you an
ass. Validate your insights.

SHFT.Agency
Get your
customers on
the phone.

Set up interviews to validate your

insights and trends. Remember,
you want to make sure these
attributes are TRUE, not just
assumed.

Assumptions kill businesses.

SHFT.Agency
Some questions
to ask:

did these attributes contribute

to your challenge?
did they contribute to your
buying decision?
are they even true?
do they matter to you?

Always ask!
SHFT.Agency
Document
your findings.

4
They can't just live in
your head!

SHFT.Agency
Create a
Customer DNA
document.

Remember, these are attributes

that help with marketing and
customer experience. Your
whole team needs access to
them if you want them to be
used.

Stop being lazy and document stuff!

SHFT.Agency
Here's the
template we use:

Feel free to steal it.

SHFT.Agency
Put these
attributes
to use.

Each attribute should provide

some insights into the
experience your ideal customers
need from you in order to trust
and buy from you.

It's why we create them!

SHFT.Agency
Let's go back to
my example...
If you remember, our customer
DNA is:

Founders

Who have a successful service

Going through transition

With little to no internal

marketing team.

SHFT.Agency
So, how do I use
that to create a
better experience?
Founders: they tend to figure sh*t
out. They often try things out
themselves before hiring someone
to do it for them.

My plan: create resources that

educate them HOW to do it so they
can get a quick win and see I know
what I'm talking about.

I'm sneaky that way.

SHFT.Agency
So, how do I use
that to create a
better experience?
With a successful service: they're
already successful and know their
sh*t.

My plan: don't post basic sh*t and

waste their time. They know how to
be successful and don't need 5 steps
to start a business drivel.

I'm anything but fluffy.

SHFT.Agency
So, how do I use
that to create a
better experience?

In transition: they're launching a

new product/service or into a new
market or under new leadership.

My plan: meet them in the transition

and explain how to navigate it.
Transition can be hard for founders.

Meet them where they are at!

SHFT.Agency
So, how do I use
that to create a
better experience?
No marketing: they aren't marketing
experts and they don't have
marketing experts on staff (or a one-
person marketing team).

My plan: Our brand strategies

include tactical steps to implement
everything in their marketing.

Solve a real problem!

SHFT.Agency
That's it,
#sassyjason?
Not at all. Each one of those
attributes has lead to tactics we use
in our sales cycle, content, ads, offer,
fulfillment, operations, onboarding,
offboarding, and our referral
program.

Those are just examples. You don't

want the 200 slide carousel with
everything. Trust me.

Gotta work with me to know the rest!

SHFT.Agency
Struggling to
attract your ideal
customers?

Get to know their DNA and

shape your brand, marketing,
and sales efforts around them.

It really is that simple.

SHFT.Agency
Use this guide
to help you!
Detailed
instructions on
how to get to
know your ideal
customers and
turn those insights
into actionable
steps!

shft.agency/persona

No email required - cause that's lame.

SHFT.Agency
Or let #sassyjason
do it for you.

Our positioning
workshop will help
you uncover your Only
customer DNA and
gives you a tactical
$6,500
plan to implement Until July 31

throughout your
marketing efforts.

shft.agency/brand-strategy

SHFT.Agency
 Want to build
a money-making
brand?

Let's Chat!
DM me or
visit shft.agency

#SassyJason
SHFT.Agency