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Ideal customer profile and pains

Deep Dive

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Name (for persona reference): Alex Carter

Demographics:

Age: 30–55 years

Gender: Male or Female (55% female skew across SI programs)

Location: Australia, Singapore, New Zealand, USA (urban & professional hubs)

Occupation:

Business professionals (middle to senior management)

Entrepreneurs and founders

Coaches, consultants, authors, and thought leaders

Speakers (aspiring or established)

Income Level: AUD $100K+ annual income (or equivalent local currency)

Education: Tertiary educated, often with postgraduate or professional certifications

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Psychographics:

Core Motivation: To find, own, and amplify their message to influence, inspire, and lead.

Key Aspirations:

To speak on global stages or become a high-impact communicator

To grow their business and personal brand

To create legacy impact through storytelling and influence

Values:

Authenticity

Growth and learning

Contribution and community

Leadership and personal excellence

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Challenges / Pain Points:

Feels they have a message but don’t know how to structure or deliver it powerfully

Struggles with confidence on stage or in boardroom communication

Desires to differentiate their business or increase brand authority

Needs to translate expertise into influence

Feels “stuck” — successful but unfulfilled, unsure of next growth stage

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Buying Motivations:

Seeks coaching, training, and community to elevate communication and influence

Invests in personal and professional development

Attracted to Sam Cawthorn’s credibility, Speakers Institute’s global authority, and transformational experiences

Responds to emotionally engaging stories, social proof, and clear ROI on self-development

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Objections:

Time commitment (worries about balancing business/family)

Financial investment (needs reassurance of high ROI)

Fear of being “not ready” to speak or share story

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Customer Journey Alignment:

Awareness Stage – Follows Sam Cawthorn, ST, or sees online ads. Resonates with empowerment content.

Consideration Stage – Attends free webinars or the One Day Intensive. Connects emotionally with the SI methodology.

Conversion Stage – Enrolls in Professional Speakers Program (PSP) or Professional Communication Program (PCP).

Engagement Stage – Becomes part of the Speakers Tribe community, attends ongoing Masterclasses.

Advocacy Stage – Graduates, speaks publicly, refers peers, joins Alumni network.

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Key Messaging Pillars:

“Your story can change the world.”

“Learn the art and science of communication that inspires action.”

“Turn your message into a movement.”

“Step into your purpose and lead with influence.”

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Emotional Drivers:

Desire for significance and impact

Fear of being unheard or overlooked

Need for clarity, confidence, and credibility

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