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Strategic Movement Creative Briefing [Robert Fukui]

Reference to Additional Files & Links to media:

VIP Session #1
VIP Session #2
Funnelytics
?TECH STACK?SquareSpace
: support@legacycatalyst.com
PASS: Funnelsforme1

TEAM
Has Designer
Working with Joseph Bojang for Ad Buying
Previously Used Joy Capps for Copy
Working with a Publicist for the book

BUDGET: ?$5000
Link to existing websites?
Website
Products
?Lead Magnets & Additional Resources
Workbook

Content

Link to 3 or more Landing pages you like:

Link’s to 3 competitor landing pages

Your Movement & Personal Brand:

What are your roots, what connects your childhood to what you do now? Who are the important people in your life and how did they impact you? Focus on what makes you feel vulnerable.

Movement Mission Statement
(What are you hoping to achieve with your business? What should your customers expect from you? Please make this a tangible mission with an actual timeline - something that you want your customers to embrace and resonate with)
Why do you care about the problem you solve?

Positioning Statement
(What does the company do, especially that nobody else does, and why do people choose it?)
I help [client / patient] [acheive success] and [ solve problem] through [framework / process]
3- 5 Movement Values

The Movement Leader (The Personal Brand)

We work with the “Movement Leader” concept - meaning, when we present a likeable face for your movement, the customer will more easily trust you and your services along with connecting to the tribe. You are the facilitator bringing people together and creating an experience! To this effect, we need to identify the specific Leader Attributes of your personal brand that we will be using for your business.
What is your role as a Leader?
From the following choose to that best represent how you show up in peoples lives.
Your aspirational identity…
I am a...
Movement Background & Stories
Founders Why Story
Where do you come from? What main events contributed to your cause??What’s Your backstory?

Epiphany Story (framework/process discovery)
What specific event lead to your epiphany that you can help with your expertise?
(How did you get your start and who were the key players? If you had to tell a story about how your business happened, what would you say?)

Authority Story (and authority)
Movement Voice
How do you infuse your unique personality into your content? How so?

Who do you admire as a mentor/leader in your life?
?What characteristics do you admire?
Example 1
Example 2
Example 3
Tone Of Voice: Copy Style;
Educational
Friendly
Formal
Professional
Witty
Humorous
Etc…

Movement Visual Style
Style Description
Describe the visual style, similar to voice … style portrays the personality
Imagery style
Pick a few & or use other singular words and phrases to describe your visual style

Elegant
Simple
Clean
Bold
Light
Dark
Colorful

Examples
Colors
Typography

Village: Perfect Person Profile

Who Is Your Human? Who Do you Serve?:

What is your Perfect Person’s Name?

Demographics
Age
Gender
Marital Status
# of and Age of children
Location (Continent, Country, State/Province, Locality region
Occupation
Job Title
Annual Income
Level Of Education
Life Quote
Other
Psychographics
Where do they look for information and commuity?
Books
Magazines
Websites
Blogs
Conferences
Gurus
Podcasts
Other
Activities & Hobbies

Mental & Spiritual & Physical Health?

What are their Struggles? How are they behaving?

What are their Their Goals / Desires

Their Obstacles, Challenges & Pain Points
What is preventing your ideal client from getting there? (What is the problem they are experiencing right now?)

What is their Transformation: Before and After State: what increases and what decreases
What is the core currency?
What are their typical Objections

Funnel Identifiers the narrative
TOFU - Stories - LOCATE
MOFU - Secrets - INVITE
MOFU - Problem Aware - SURVEY
MOFU - Solution Aware - TEACH
BOFU - Product Aware - EMPOWER
BOFU - Community Aware - NURTURE


PROJECT BRIEF

Marketing Angle - The Offer Story


Has a Problem you can solve (pick 1 persona struggle)

But there is a prevailing wisdom

But there is something wrong with the prevailing wisdom

You have something different

But I’ve got These objections

Success Stoppers: What stops people from having success.

So you’re going to offer...

Service & Product Offers:

Name: What is it (name)
?8 Steps to a thriving marriage and prosperous business course

What Kind of Offer will this be?
Entry Course $27 - $47 Liquid Offer
What it does / Problem it solves: What problems does your product or service solve?

What are 3-7 steps they need to take to solve this problem?

Who its for

What #1 Result Are You Promising With Your Offer? What one thing will be accomplished? What outcome will be achieved? What will they be Coming away with

3-5 selling points of your product or service. Benefits or features:

What’s Inside

Are there any Bonuses?
Priced For Profit
?Marketing Made Simple


What reason can we use to show them they need this NOW?


Testimonials:

Any guarantees

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