(2X Training) - Example Avatar - Detailed Customer Profile

EXAMPLE CUSTOMER PROFILE
Owner: XXXX
Last Updated: XXX
Who We Serve
We serve 6-figure B2B service-based business owners and entrepreneurs who want to turn
their “hustle” into a successful business so they can have more time, more freedom, and more
profits.
They know they have the potential and that there has to be an easier way to building a
successful and fast-growing business, they just don’t know how to do it. They’re seeking that
feeling of success - where they have momentum, growth, opportunities, and fun… Yet they’re
feeling stuck to a job they created and can’t get out of. They know they are working too much
“in” the business and are ready to turn their ‘hustle’ into a successful business that can often run
without them driving every aspect.
They need the hands-on guidance, support, knowledge, and specific direction necessary to fulfill
their potential and create a stronger, more successful business, so they can have more
freedom, better work-life balance, and ultimately start doing more of what they want to in and
out of business. They truly NEED the systems and strategies we can help them with to create a
more successful business.
Client Profile
Nick is a 38 year old male who is ready for the next level. He’s ambitious and smart, and has
had some success in his (previous) career and also as an entrepreneur. He feels stuck at that
low 6-figure level where he really doesn’t have a business - he has a job, and it’s straining his
life, happiness and relationships. He sees others online and in case studies thriving and he
knows it’s possible for him, but he just can’t seem to get ahead and doesn’t know where to
begin.
He has been married for 5 years now and his wife is losing a bit of patience as he works too
much, not spending enough time with their young family (2 kids). She supports him mostly and
believes in the vision, but is ready for something to change. And so is he. They both spent time
working jobs in corporate after college, and made pretty solid money as a family.
But then Nick started out on his own. At first the long hours and late nights and excuses were
necessary, but things haven’t progressed to that dream business and life like they imagined.
Things seem harder than they should be!
Copyright 2X, 2020 Scale2X.com

Nick lives in a fairly large city, but doesn’t have a huge network of entrepreneurs. He feels like
he’s one of - if not THE - most motivated people he knows. His friends and family looks at him
as a big success, but internally he feels a bit like a fraud.
He feels like he can’t fully connect with his friends and family, as they don’t dream or think as
big as he does. He’s growing more and more personally and professionally, and as a result is
growing apart from his environment. He knows that’s for good (for him long-term) but it doesn’t
make it any easier.
He needs the guidance, confidence and knowledge to be able to run fully on his own. He craves
to be a success and leader to his wife, his family, his hometown. He’s on his way, but he knows
there has to be an easier way.
Nick has a college degree in business administration and got some sales experience. He’s a
smart guy, and definitely has the potential to build a 7-figure business with the right model and
focus. He’s more a jack of all trades than a master, and struggles with doing it all himself and
delegating.
He doesn’t spend much time on social media but does follow a few influencers. He enjoys
learning about business, marketing and personal development. He loves training events but
doesn’t attend many because he’s too busy IN the business. He takes things and runs with it
well, is coachable and has a lot of ideas of what he can do. He just doesn’t have the bandwidth
to actually implement them.
He feels like he has a good grasp on his business, but he knows there’s a LOT more that he’s
capable of. He has a small email list of a few hundred vendors/companies, but doesn’t know too
much about email marketing or capturing more leads at scale.
People appreciate his motivation, energy and ability to execute. They count on him and trust
him to get the job done. He doesn’t have a ton of patience and doesn’t have a ton of experience
in hiring or building a team, and that makes it hard to have employees keep up with him. He’s
tried a few hires, but they haven’t exactly worked out great. He has 1-2 really good resources on
his team (part time or full time) but would kill for more A-players to help him get things handled.
He is a constant learner, enjoys audiobooks, some podcasts and videos. Nick mostly reads
business, wealth or success/personal development books… and reads the commonly popular
online business influencer books from people like Tim Ferriss, Grant Cardone, Gary V and
Russell Brunson. He follows some top online influencers and a few people in his niche but
knows that most of their advice is general and not very applicable to his situation.
He earns on average $15k per month but knows that he could be getting much more. It’s up and
down, not consistent. He feels like he’s working hard and making solid money, but there’s not a

ton of money left in the bank each month. With his lifestyle and family
expenses, he’s not getting rich, that’s for certain.
His biggest fear is being a failure to his family, friends, and peers around him… While his big
goal is the reason he started a business: To provide for his family, live an amazing lifestyle and
build wealth. He wants to continue to move up the entrepreneurial ladder from now being a busy
entrepreneur to a CEO and then an Owner. He grew up from fairly humble beginnings and has
his work ethic to make sure his future kids don’t have the same upbringing; that’s part of the
reason why he works so hard and puts so much pressure on himself to succeed.
He doesn’t know a ton about marketing as he gets most of his results from a few key
relationships and referrals. He knows he can improve his health and energy, but isn’t that
consistent with it. He wants to start traveling more with his family and is trying to get his wife
fully out of her job.
Although he’s quite independent and self-driven, Nick has a small team and wants their
approval on some key things. He looks at 1 or 2 team members as partners and needs their
confirmation before investing too much. Plus, he needs to bounce the idea of investing in
himself off his wife.
Demographics
Avatar Name: 6-Figure Nick
Male or female?
Male
Age?
30-55 Yrs Old
Single or married?
Married
Kids or no kids?
Has Kids - Family is important to them and a big reason why they started the business and work
so hard, however, they don’t spend enough time with their kids and spouse.
Education level?
College graduate

Location?
US (90%)
10%: CANADA, AUSTRALIA, Europe/UK
Occupation:
Entrepreneur
Business Owner
CEO
Partner
Niche/Industry:
Service-Based, B2B
Our most successful clients have been in the B2B space typically, lots of agencies (web design /
marketing), and online entrepreneurs. We usually like for them to have some element online as
that’s one way we can really help them, but not all are online businesses. Many are service-
based and a solid amount of high-ticket.
Commonalities:
● Already in business 2+ years - not brand new to biz
● Already above $10k/month
● Mostly: White / caucasian
● Mostly: male
● No consistent industry - marketing agency, online business, service (i.e. accounting,),
agency, financial planner
● Typically not in a big city (often suburbs); primarily US
● Enjoyable to work with
● Look at us as the authority
● Listens to our guidance and do it
● Willing to put in the work
● Not super needy
● Grateful
● Willing to help and give back (testimonials, etc.)
● Willing to refer us to others
● Always good on money; no worries, will pay
● Leaders for their field/company/area/age/online
● Very coachable
● No huge network of connections
● Has invested in themselves before
● Knows the value of investing in self logically

● Into personal development
● Grew up without a ton of money
● Viewed as a success to their friends/family and feel that responsibility
● Doesn’t have a ton of spare time currently
Self-described Job Title:

Business Owner
Entrepreneur
Founder
Co-Founder
Owner
CEO
Consultant
Coach
Monthly Revenue?
$10-40k per month (primarily)
Who Are They?
They have an online business or small agency, but drive nearly all of the results themselves.
They provide services/coaching/consulting but are primarily growing their core business offering
that they’re not extremely passionate about. They think they’re charging a good amount but
when they break it down, they’re not nearly as profitable as they think.
They are most likely B2B but can also be in high-end B2C niches. They are most often the CEO
or partner, and spend their time in sales, execution/fulfillment/operations, and business strategy.
They are somewhat established and in flow, but are hitting that first wall and want to get passed
it so that things seem easier and so that things run without them.
They don’t have a great pipeline of leads besides referrals, but seek a bit more freedom to
create and ultimately build something that they don’t feel like they have to fight each and every
month to bring in new business.
Their big goal is to create a successful company so they can have the life - family life, balance,
freedom - they envisioned when they started as an entrepreneur.

They often decide to just do things themselves, but know that they can’t
do it all and are more than ready to start delegating, building the systems they need to and
finally want to take things seriously because they can’t continue at the same pace they’re on
now.
Types of Services:
Joe Smith - cleaning services company

N.S. - chiropractic practice, marketing agency for chiropractors
K.W. - online influencer teaching real estate agents how to succeed
PB- marketing agency for financial planners, financial planner
PJ- Financial planner, starting coaching/speaking biz
TC - web design agency
BV - online marketing agency for realtors, online business
AS - online business / coaching
JS - book publishing company, service, high ticket
KN - marketing agency
KB- finance agency of sorts, wants to do influence stuff (book)
Liz - accounting agency
Suzy - agency, online influence (author)
Jason - Financial Planner,
April - marketing agency,
Matthew - men’s training agency / coaching,
Stephen - coaching/training events
Jeff - gym owner / fitness gets leads via online
TO - selling products (oils, soaps)
GR - marketing agency
BT- marketing agency
Psychographics
What words does he use to describe himself?
Entrepreneur
Business Owner
CEO
Founder

What is their current typical day?
Works on average 5.5 days per week (mornings on the weekends)

Has an office a few miles from home but also works from their house sometimes
Has a few meetings and sales calls but spends majority of time on execution/fulfillment
What’s his immediate goal? (90 days)
Remove himself as the bottleneck and feel like he’s driving everything himself
Get income up by 50% per month
Start creating a few systems to make things easier
Get more clarity on business model
Start working ON the biz, not just in it
Time to spend with wife and friends

Get more of their ideal clients
Time to focus on marketing initiatives they know they should do / could do
What’s his five year goal?
5 Year goal is to essentially retire, having 1-2 businesses that nearly run themselves as he
takes his family on a long vacation around the world.
Wants to finally surpass the ‘millionaire’ status… but first focus is to not have to worry about
money and get peace of mind.
What obstacles stand in the way of these dreams and aspirations?
His business ONLY runs because of him right now. If he isn’t working his butt off, his business
income and results will start to drop off.
They have the ideas and potential, but can’t get free from their business to focus on the things
they’re passionate about.
They haven’t yet advertised or marketed much and don’t have a scalable business model at the
moment.
Their income isn’t high enough to spend too much on building out their team or hiring in the way
they would like to… although they understand the power of this.

They have some cash in the bank, but don’t have a great grasp on their
numbers or have much cash flow coming in. It’s not month to month but it’s close to it. They can
survive for about 60 days where they’re at right now.
They are long-term dreamers but really only are able to focus on the next 30 days at most.
What’s their experience with growing a business?

They think they understand how to grow a business but don’t really. They know the basics and
know a lot of what they should do, but they don’t know exactly how to implement it for their
situation just yet, as they’ve never had the proper training or guidance.
PURPLE ITEMS HAVEN’T BEEN UPDATED FOR THIS BUSINESS EXAMPLE BUT ARE
LISTED FOR YOU TO CREATE FOR YOUR BUSINESS :)
What ultimate outcome does our customer want from our product or service if they were
to buy it?
They ultimately want to build their online income and influence, period.
They want a business that essentially runs itself while they focus on social media, writing books,
speaking, and become an online expert.
This results in not only an increase in revenue, but really an increase in the freedom,
significance and purpose they have in their work.
They feel re-invigorated, more in control and finally on their dream path. They are committed to
the long-term and learning everything it takes to eventually build a 7-figure brand and business
to hit their millionaire goals.
What behaviors are typical of our customer?
They are pretty even keeled and appreciate an honest, no B.S. approach. They’re open to
coaching and feedback.
They represent themselves as confident and are good communicators, but they often feel
clueless about the details and overwhelmed with all they have to do by themselves.
They make majority of their choices based on the status of their bank account and how
comfortable it is too them, typically they have no idea how much money is coming in over the

next 30 days and most are keeping account of their financials in a
spreadsheet, however, even more only look at their bank balance.
Our customer is extremely overwhelmed, they likely have some level of imposter-syndrome and
feel as if they aren’t as valuable as they are emitting to the general public, this creates an issue
where they are always attempting to “catch-up” based on where they “actually are” in their
business, this means, most of the time they will “lie” on first glance if we ask these sorts of sorts
of questions.
This customer has a medium-level of stress and doesn’t feel like they can connect really with
their friends and family as they’re growing and learning quite quickly, yet their peers can’t really
relate.
They feel like they’re outgrowing their network.
They know they have an image to be “successful” so they keep an upbeat attitude. They don’t
brag too much of their success but do so subtly to let everyone know they’re doing just fine.
Further, this customer’s ego is the most important part of who they are and majority of their
choices are either to inflate or protect their ego, significance is the #1 reason why this person is
an Entrepreneur which is driven directly from their ego.
They believe they make logical choices, while, majority of their choices are based upon their
inner belief that if others can do it (via success stories) then they can, as well.
They often over-commit themselves as they have a false sense of the time it takes to get things
done.
They are competitive and hungry, and just put in the extra work to make it happen…but that
adds to the stress a bit…Which drives them back to wanting more freedom and purpose in their
work.
They’ve had success most of their life in sports and school and work… and know they can do it.
They have an inner confidence but want to see more external results before they can truly
unleash it.
What does he like to read? What does he like to watch? What does he listen to?
Related Biz Growth Experts:

● Dan Sullivan
● Dan Martell
● Alex Charfen
● Juliana - Scaletime

● Robert Kiyosaki
● Scott Oldford
● Keith Cunningham
● Verne Harnish
● Sam Ovens
● Cameron Herold
● Dan Kennedy
● Noah Kagan
● Growth Factory
● Sixth Division
● Jason Swenk
News Sites/ Magazines:

● Entrepreneur.com
● Inc
● SUCCESS
● Forbes
●
“Gurus”:
● Digital Marketer
● Grant Cardone
● Russell Brunson
● Tony Robbins
● Brendon Burchard
● Tim Ferriss
● Lewis Howes
● Darren Hardy
●
Books:
● E-Myth Revisited
● Dotcom Secrets
● 10X Rule
● 4 Hour Work Week
● Compound Effect
● The ONE Thing
● Think & Grow Rich
● The 12 Week Year
● Principles
● Tools of Titans
● Profit First
● Rich Dad, Poor Dad

● Traction
TV Shows
● Shark Tank
● The Profit
Podcasts
● Tim Ferriss
● Lewis Howes
● One for their specific niche
What keeps him up at night?
Our customer is fearful of failure and admitting that they weren’t able to “make it work”, further,
they are afraid that their imposter syndrome is true and that they are actually an imposter.
They see others thriving and know they can do it. They have inner belief but also have a bit of
confidence issues. They are looked up to by their peers/friends/family to be a “success” and are
super motivated… so they feel the pressure to make this work.
They are secretly afraid that they won’t be able to support their family, that they will have to go
back to a job or have to make choices that affect those around them that change their way of life
or comfort of life (ie. sell a car, not take a vacation, go in credit card debt, etc.).
They will have to admit to their friends and family that what they did and that their “dream”
wasn’t in fact a reality and that they let them down and they let themselves down.
All of this comes down to them dealing with their intensive ego and pride and realizing that just
because they are “good” or an “expert” on one thing doesn’t mean they’ll be a successful
Entrepreneur/Business Owner.
If this person has business responsibility (a team), they are fearful that they won’t be able to
keep up with the bills and that they will have to let down people who help them on a daily basis
and that are likely some of their closest “friends” they have next to them on a day-to-day basis.
They feel responsible for their clients and customers success, and know that they are currently
the pure driver of their business and income and if they pull back at all, their business and brand
will suffer.
What are our customers strongest desire?
1. Significance

2. Control
3. Freedom
4. Financial Security
Most immediately: Less Burnt Out, Less Anxiety, Less Stress, More Direction, More Clarity &
More Confidence
What is their biggest worry about buying the kind of thing you sell?
They have purchased something before and it didn’t work… or they grew up without a bunch of
money and are still more frugal than they are wise investors in their future.
They think they can do it all themselves and are already too busy anyway. They don’t think
they’ll have time for this.
They still have a bit of a middle class mindset and immediately think that online marketers are
trying to scam them and that the program won’t be what it says it is.
Further, they are scared that they will not have enough time to implement the strategies and
tactics while still being able to run their business.
Lastly, they sometimes don’t fully believe they can be as successful as the other case studies
and grow that quickly.
What is his biggest worry or fear about buying from you specifically?
1. Not sure if they will be able to get access to the “expert” (Austin) or if it’s like most
programs where they just get a lot of training and no hands on
guidance/support/accountability.
2. Not sure if it’s just motivation or real tactical, tangible actions that can help them do the
same thing.
Thinking it may just be for businesses that are not like theirs.
Lack of relevant specific case studies and testimonials for their particular niche/industry
(thinking their situation is very unique) which makes them uncertain if we can actually help them
achieve the results they are wishing to have.
What do they value the most?
1. Significance and that feeling of being a “success” that someone looks up to and asks for
advice from. Being a success in the eyes of their friends, family and peers.

2. Freedom and time to do what they want, when they want, with who
they want.
3. Control and direction of their life and business; momentum.

Who this is in real life:
Ideal 2X Customers:
Thomas & Cathrine - web design agency → $14k/mo.
Willem Flach - plumbing services company → $120k/mo. (offline biz but great personality; also o
Brett Ratkowski & Victor - online marketing agency for realtors, online business → $12k/mo.
Alex Schlinsky - online business / coaching → $13k/mo.
Jesse Krieger - book publishing company, service, high ticket → $35k/mo.
Non-Customers:
Kirk Noles - marketing agency → $30k/mo.
Nick Silveri - chiropractic practice, marketing agency for chiropractors → $30k/mo.
Kevin Ward - online real estate agent expert - trainer → $60k/mo.
Pat Brewer - marketing agency for financial planners, financial planner → $40k/mo.
Ken Brokaw - finance agency of sorts, wants to do influence stuff (book) → $25k/mo.
Liz Cox - accounting agency → $30-45k/mo.
Hugo - agency, online influence (author) → $35k/mo.
Yohance - Financial Planner, → $12k/mo.
Wahida - marketing agency, → $20k/mo.
Matthew A - men’s training agency / coaching, → $40k/mo.
Stephan - coaching/training events for corporations → $25k/mo.
Jeff Katz - gym owner / fitness gets leads via online → $20k/mo.
Todd Kelley - selling products (oils, soaps) → $14k/mo.
Greg Koorhan - marketing agency → $15k/mo.
Ben Teal - marketing agency → $40k/mo.
Perry Jeffries - Financial planner → $7k/mo.
Other:
Justin Weeks - network marketing, trying to get to #1 in his company → $50k/mo.
Josh Ryan - online influence / social media service, agency → $k/mo.
$8,000/month = Bare Minimum That We’re Focused On Attracting

$15,000 - $40,000/month = Sweet Spot

The 47 Golden Questions
About your Relationship to your Avatar:
1. Why do you do what you do?

Because most people live a half (or more) wasted life by not having these resources and
knowledge. These things changed our lives and we’re committed to helping others change their
own life, income, business and opportunities with the same strategies.
We want to ignite a movement of people changing the world for the better by sharing their
message, being their authentic self, building confidence and the platform to share that message.
AN: The people we serve are leaders and by helping them, we’re indirectly helping millions of
people all throughout the world. There isn’t a better feeling than hearing about that impact on
others, or the success stories and breakthroughs that we create.
2. What about your market’s struggles breaks your heart?

The fact that they have so much potential yet are stuck at ~$100k and feel like that’s pretty solid
(although that’s not enough for them). They view the world with a scarcity mindset and don’t
know just what is possible for them completely.
They are the driver of their business and get by based on their skills, charisma, brains and
hustle. There is a smarter, better way to grow. And they’re doing work they’re truly not
passionate about. They aren’t building a legacy and are doing what they do as a means to an
end to have the freedom to live their dream life, do their dream business.
They don’t have the confidence, knowledge or direction to make their true dream life happen.
3. What reality do you see for them that they don’t yet see for themselves?
A business where they can stop doing the marketing and sales, automate it, and work on the
transformations they perform to do it better, for more people, more efficiently. We see this as
totally possible, but they are so stuck in the hustle that it doesn’t seem like a possibility.
4. What pains you most about their inability to see that potential?

The fact that they have a lot of potential and are smart and have a
cool story… Yet don’t have the time or resources to get it out in a good way. They could be truly
great but they have huge mindset blocks that are easily taken care of, they just need our help to
see them and work on them.
5. What was your biggest FAILURE as a coach/educator/program creator?

How do you feel you let that market down and what did you learn from that experience?
What vows did you make from that moment?
Not marketing them hard enough. Playing behind the scenes and not impacting thousands more
lives by hitting the gas pedal harder.
Building an agency that requires me to be the driver of everything.
6. What’s the most GRATIFYING or FULFILLING experience you’ve had as a

coach/educator/program creator?
Getting those success stories and breakthroughs. Hearing how it impacts their lives, their
families and their confidence. It’s like seeing a new person born.
7. How did that experience exceed your expectations - and maybe open
your eyes to a deeper impact you didn’t even know you were making?
It made me realize that I was on my path - finally. I realized that I was 2 steps ahead of a lot of
people and could really help them if I drove them into action and gave them the support needed.
It also ignited me to want to help a lot more people and create more success stories.
And that the best ones to help - the success stories - are also the highest paying, easiest and
most fun to work with clients.
8. How deep is your commitment to serving this market? How have you re-engineered
your own life to create that impact? What have you sacrificed or given up in the name of
that mission?
I live this and finally know what I’ll be doing 20 years from now.
I could make more money elsewhere but this is my path - education, inspiration, training,
writing.
9. What have YOU learned from your market? How have they inspired you?

They’ve taught me that simplicity is the key, that a lot of people aren’t like me
(details, etc.), but are exactly like me (mindset, beliefs) at the same time.
I’ve learned that it takes a lot of hard work and emotional exposure that I’ve never experienced
to build an asset that exists outside yourself.
I’ve also learned that I’ve taken the leaps from having that “middle class mindset” I once had
(and am still in some cases working through).
10. The world will be a better place when …

They read our books, watch our videos, join our programs and come to our events…
And thus get the inspiration to be their most authentic and passionate self, serving the world
and sharing their fire.
About Your Avatar’s Perceived (or Real) Limitations
1. What’s the biggest excuse your avatar makes for having NOT achieved a favorable
outcome yet?
“I just don’t have the time to do everything I want to do.”
2. How might that excuse be justified? How can you validate that excuse?
There IS in fact a lot to do to build a super successful brand and business, especially in the
competitive influencer or online markets. Especially when starting out, there are a lot of small
details that most can’t afford to offload.
3. What is it about you or your method that overcomes that limitation?
Simplifying things to show them what to focus on first. Have them get into motion and not move
forward until that’s complete. Motivate and CHALLENGE them to actually do it. Plus we provide
the community and opportunities for feedback to have confidence to take the proper steps. And
with people regularly sharing success stories, it’s contagious.
4. How do your biggest competitors fall short in overcoming it?

They don’t have quality people in the groups. They accept anyone and charge low price points.

5. What is a false belief they have about the industry?
That it’s going to take them a lot more time than it is going to save them.
That people are fakes and can’t back it up with tangible guidance for their specific situation.
6. About themselves and their ability or capacity to achieve it?

They are scared that they will not have enough time to implement the strategies and tactics
while still being able to run their business.
They are afraid they don’t have a story or that they’re too different to be able to help.
7. About the best way to solve the problem or achieve the outcome?
They know they can ultimately build a super successful business, but they have some imposter
syndrome holding them back from making it happen.
8. Why might it be a GOOD thing that they’ve waited until now?

They now have a base of a business to leverage as their first piece of “credibility”.
They have the knowledge and some money coming in. They understand that they need to
remove themselves some.
9. List the 5 biggest objections they might have around forging ahead with your product?
And for each, explore how you can create comfort and ease around it?
1. Uncertainty about what is being offered and how it will result in an outcome
2. Unsure if it will work for them in their specific situation
3. Unsure of their ability to get it done
4. Unsure if they have the time to spend on it
5.
10. What are their “sacred cows with sour milk”?

(these are the most commonly held and widely-accepted beliefs and paradigms that
DON’T serve your prospect. Ones that they’re most READY and willing to be released
from.)
1. Feeling like they can’t relate to anyone or share their problems, frustrations with as an
entrepreneur
2. Feeling overwhelmed by all they have to do, knowing that they are the driver of their
results and without extra effort their income will suffer
3. Being afraid to hire and outsource and delegate
4. Building something that is sustainable online

Ethosgraphics:
1. What are they TIRED of seeing? What makes them sick? (ie. marketing gurus with
hyped up promises and rented lambos)
Other people’s success stories that are younger than them or not as talented as them.
People being coaches who don’t have their shit together or aren’t as driven/motivated/personal
development-focused as them.
2. What is it about the way you run your business or your program that will resonate with
their personal values? (ie. Ramit Sethi urges people NOT to incur credit card debt).
Deny 50% of people that apply because they’re not a good fit.
Make sure that we drive people into action and don’t encourage them to take advantage of all
the calls and training b/c of information overload.
3. How does your tribe inspire you to be better?

To do 10x anything I expect them to do (content, confidence, “shipping”, etc.)...
4. What do you REFUSE to let them be exposed to or endure anymore?

Following people who don’t have good values or purely made money via a crappy way (i.e. only
via info marketing).
5. In what other areas can you take a stand with them (or for them)? (Think of where
competitors or common conventions have let them down and left them disillusioned)
And share the confidence that they can build life & business on their terms.
Exclusive Empowerment & Self-Forgiveness

1. What skills, characteristics, experiences, circumstances, or points of pride,
exclusively empower your prospect to achieve the end result?
1. Already running a (barely profitable) business
2. Is a hard worker and has had success in life so far
3. At a place of burnout so they are ready to make a change
4. They pride themselves in a quality product and we are helping them build an asset that
preserves the quality of that product
5. Give them the motivation, support and guidance they’ve never had so they can finally
thrive more than ever.
2. What missteps, regrets, or sunk costs might they need to forgive themselves
for BEFORE being willing to change?

They’ve had bad hires before or worked with freelancers that costed
more time than they were worth.
3. How can any of those previous failures be re-framed as necessary steps or

prerequisites for where they are now?
Maybe those experiences have shown them what doesn’t work and has given them an
experience to contrast with. Also grants an expectation of what needs to be done differently.
“The Neck Brace” Moments
Neck brace moments are things that get your prospect nodding their head with excitement
saying “WOW... someone finally gets me!” It’s extremely gratifying and freeing to have our
experience both verified and validated to us. And we assign major affinity and trust to the
people who play that role for us.
1. What can you confirm to them about their present experience/struggle as it relates
to the problem your product solves?
“You’re probably working harder than ever and you’re getting some results… but “some” isn’t
good enough for you. You see others thriving when you know you can be getting their results, if
not better. What you’re missing are proven strategies, support, accountability and a network of
high-achievers to learn from and share with to grow faster than ever.”
2. What can you confirm to them about WHY solving this really matters in their life?
If they don’t do it now, they’ll have regret. They want to have more passion and purpose in their
work, and they definitely want to increase their income and freedom… And if they don’t do it
now, they’ll look back with regret on not building their dream business on their terms while
others around them thrive.
3. What can you confirm to them about their skepticisms and reasons for being rightfully
skeptical?
You’re right to be skeptical about joining a mastermind group. Most of them are full of people
that have no results and are chasing a quick dollar.
4. Where have they been MOST let down or disillusioned?
Most likely promises about making a certain income or a certain result from other marketing
consultants that didn’t pan out.

About Your Product
1. What is the main *magic wand* moment or outcome your product can deliver?
They will get the guidance, motivation, practical steps and accountability to take more of the
right actions than ever to help them level up their life, mindset, network, and most importantly
business, influence and income… Building big momentum.
2. Why is this important to your prospect? Or, why is it what they REALLY need?
It’s important to them because they need it.
It means they can be free from their biz, scale it to the levels they want, and ultimately do
something they’re passionate about at the same time.
Without the proper support network, it becomes exponentially more difficult.
3. One level deeper, WHY does that matter?

If they don’t have to run their business by sheer blunt force and effort, they can finally create
what they really want: life on their terms. They feel in control, can make decisions from a
position of abundance, have the relationships and confidence they want, and feel like they’re on
“their path” of purpose and contribution and significance.
Further, they create financial freedom and flexibility in their life.
4. And if you can go even deeper, why does THAT last one matter?
They can sleep at night. They can do what they were put on this earth to do. They can be the
person they know they’re capable of. They can inspire others to live a much better life, as well.
5. What new opportunities will arise as a result? (how do we frame this a push goal, that
opens them up to new favorable opportunities. How can we connect this outcome to
other important wants).
The world opens up when they get more influence, income, and freedom in their business. They
get the most important thing: Momentum… and things become “fun” again.
Specifically, the book, media, etc. start to happen and become more real. Partnerships and big
connections continue to follow this momentum… And they have more good opportunities to
choose from than ever.
6. What other intangible or unexpected problems does buying your product solve?
A) ie. Freeing them from “the search”
B) ie. Confidence to double down - knowing that they’re getting an ROE (return on effort)
It finally gets them on a path that they feel committed to for the long-run.

Start to have a business that can actually thrive and run itself.
No more confusion about online marketing. Increase their business and marketing knowledge
and skills. Better business acumen and understanding of what it takes to get to the next level.
7. What are the 4 Levels of Benefits they’ll experience using your product:
LEVEL 1 (Immediate/Tangible)
They are able to login, start watching the training videos and get 100% clear on what they really
want. They have the framework and can start to get a clear picture of 1. Where they are and 2.
Where they want to go… And this creates a clear picture of what it’s going to take to get there.
LEVEL 2 (Immediate/Emotional)
They immediately feel like they’re already making progress. They have more clarity, confidence
and motivation than ever. They feel “at home” with their support network of like-minded, high-
achievers. They are excited to see what’s to come.
LEVEL 3 (Long-Term/Tangible)
They have the framework and strategy for a business that creates the influence, income and
lifestyle they dream of. They know how to build it out and have started adding piece by piece.
They have increased income and are setting new sales records.
LEVEL 4 (Long Term/Emotional)
They are a new person - more confidence, more business knowledge, more control, clarity and
direction. They are on “their path” once and for all and feel unstoppable. This energy, focus and
confidence is infectious to their network. They have more connections of like-minded people
than ever and have built up their network and changed their circle of influence. They are re-
energized about business and have no doubt about their ability to make it happen.
Parallel Realities/Divergent Roads

1. In vivid detail, what does “success” in your program look like in 3 days from today?
In three days, they’ve introduced themselves to the Facebook mastermind community, got into
the training and had the tone set for the program. They have filled in Module 1 worksheets and
have a lot of clarity of where they’re at, where they want to go, and a few ideas on what it’s
going to take to get there. They’ve marked their calendar for the next live calls.
3 weeks?

At this point, they should have implemented a key step for their sales
or marketing that came from either the training modules, a live call, or from the mastermind
community (sharing, asking a question, etc.). They are already starting to see progress in their
life, health/fitness/energy, and income is on the rise.
3 months?
At this point, they’ve now set a new record in sales as they’re more focused on what matters,
have updated their positioning/messaging, and implemented a few key marketing strategies.
They’ve now started their influencer brand/business and are getting that under way.
12 months
They have a completely new business, a Team supporting them, and have started their online
influencer business.
2. In vivid detail, what would their life look like 3 days from now if they DON’T buy your
product?
In 3 days, they realize they still don’t have a solution. They see more proof that this system
works and tell themselves they’ll go back to the program after they get some traction on their
own.
3 weeks?
In 3 weeks, they are probably now reviewing a launch or cashing in some checks from new
clients they’ve earned through pure hustle. At this point, they’re likely planning the next launch
or are now deep into client work that takes their focus off of marketing for a while.
3 months?
They’ve probably done a few more launches and are burning out even harder than before. The
exhaustion and obligations of meeting their clients needs means they are always hustling to
stay where they are. It’s like they’re standing on quick sand and the only way to keep from
sinking is to keep moving, but they can’t get off the sand pit. THey have to keep moving just to
stay where they are.
12 months?
They haven’t grown at all, they’re still doing launches, they’re still relying on referrals and they’re
still burning out all the time. THey have not made any significant progress on their revenue and
still don’t have a team or a way to work on their business without the bank account hitting $0
and the creditors calling.

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EXAMPLE CUSTOMER PROFILE

Copyright 2X, 2020 Scale2X.com

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30-55 Yrs Old

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Self-described Job Title:

$10-40k per month (primarily)

Who Are They?

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Joe Smith - cleaning services company

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Works on average 5.5 days per week (mornings on the weekends)

What’s his immediate goal? (90 days)

Time to spend with wife and friends

What’s his five year goal?

What obstacles stand in the way of these dreams and aspirations?

Copyright 2X, 2020 Scale2X.com

What’s their experience with growing a business?

What behaviors are typical of our customer?

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They feel like they’re outgrowing their network.

Related Biz Growth Experts:

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News Sites/ Magazines:

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What keeps him up at night?

What are our customers strongest desire?

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What do they value the most?

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$8,000/month = Bare Minimum That We’re Focused On Attracting

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About your Relationship to your Avatar:

1. Why do you do what you do?

2. What about your market’s struggles breaks your heart?

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5. What was your biggest FAILURE as a coach/educator/program creator?

Building an agency that requires me to be the driver of everything.

6. What’s the most GRATIFYING or FULFILLING experience you’ve had as a

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10. The world will be a better place when …

About Your Avatar’s Perceived (or Real) Limitations

“I just don’t have the time to do everything I want to do.”

3. What is it about you or your method that overcomes that limitation?

4. How do your biggest competitors fall short in overcoming it?

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6. About themselves and their ability or capacity to achieve it?

8. Why might it be a GOOD thing that they’ve waited until now?

10. What are their “sacred cows with sour milk”?

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3. How does your tribe inspire you to be better?

4. What do you REFUSE to let them be exposed to or endure anymore?

Exclusive Empowerment & Self-Forgiveness

Copyright 2X, 2020 Scale2X.com

3. How can any of those previous failures be re-framed as necessary steps or

“The Neck Brace” Moments

4. Where have they been MOST let down or disillusioned?