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Amanda Gustafson Consulting

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Mid-career professionals, aged between 30-50, college educated, who desire a shift in their career path to better align with their values.

Audience Type

  • B2C
  • Mid-career, service-sector workers

Needs – Primary Buying Considerations

  • Desire change in career path
  • Desire for careers more aligned with personal values
  • Bypassing conventional job searching

Demographics

  • Age Range: 30-50
  • Gender: Not Specified
  • Geography: Not Specified
  • Income Level: Not Specified
  • Profession: Service-sector professionals

Psychographics

  • Lifestyle: Mid-career professionals seeking change
  • What they value: Alignment of career and personal values
  • Pain Points: Difficulty in pivoting careers
  • Buying Behavior: Reads a lead magnet, books a call

Secondary Target Market (only if applicable)

  • Not Applicable

2. My Message to My Target Audience

Refined Elevator Pitch

  • Amanda Gustafson Consulting empowers mid-career professionals to make successful career pivots, connecting with real humans instead of playing an unwinnable job opening game, to align with a truly fulfilling career.

Understanding Their Pain Points

  • Stagnation in current service careers
  • Feeling disconnected from their work values
  • Struggles to redirect career trajectory due to systemic obstacles

Transformation

  • Start a meaningful career aligned with personal values
  • Experience the emotional freedom from doing fulfilling work
  • Improved work-life balance and personal satisfaction

Unique Selling Proposition (USP)

  • Human-centered approach of bypassing impersonal job applications
  • Proven method of one-to-one coaching & personalized strategy
  • Direct and supportive approach makes it a prefered choice over traditional career consulting

Brand Values & One-Liners

  • "Navigate your career pivot with confidence"
  • "Everything is solvable. Start your change today"
  • "Coaching that puts real human connection first"

Tone

  • Amanda Gustafson Consulting reflects a tone of empowerment, clarity, and warmth, fostering a trusted relationship that encourages clients to tackle their career pivot with renewed vigour.

Hero Text Idea

  • Flag Text: Your Career Change Expert
  • Main Headline: Pave Your Path to a Meaningful Career
  • Sub Headline: Overcome career stagnation and align your work with your values through person-focused career pivot coaching.
  • CTA: Book Your Strategy Call Today

3. The Media I Will Use to Reach my Target Market

Website

  • Leverage Wordpress for website updates and improvements
  • Track conversions of lead magnet downloads and booked calls
  • Focus primarily on mobile users given the likely tech-savviness of target audience

Social Media

  • Engage on LinkedIn, as it is a perfect platform for career-related conversations
  • Share at least 2 posts per week, focusing on career transformation stories and coaching tips

Paid Advertising

  • Utilize LinkedIn Ads for targeting professional individuals seeking career shifts
  • Focus on lead generation campaigns to drive more booked calls

Content Recommendations

  • Share success stories of individuals who successfully pivoted their careers
  • Provide tips on connecting with professionals in desired industries

Podcasts

  • Appear on podcasts such as 'Career Relaunch', 'Switchers' and 'Career Metis' to get in front of target audience

Directories

  • Get listed on professional consulting directories like ‘Clutch’ and career coaching directories

Partnerships & Outreach

  • Partner up with colleges offering career advising services
  • Establish connections with professional networking groups for potential speaking engagements

SEO and Content

  • Focus blog on keywords such as 'career pivot', 'career change', 'professional development'
  • Optimize website for local SEO since target audience is not specified by location

Offline and Local Media

  • Attend local career fairs or industry networking events
  • Sponsor local professional development workshops

Online Events

  • Organize webinars discussing career pivot strategies and sharing successful career change stories

Cold Outreach

  • Reach out via LinkedIn to individuals exhibiting signs of career stagnation (e.g., long tenure in same job, frequent job changes)
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Career Pivot Checklist'
  • 'How to Align Your Career with Your Values' E-book
  • Career Pivot Quiz with personalised career transition recommendations

Tripwire Offer

  • 1-hour Career Assessment Session
  • Entry-level access to 'Career Pivot Planner' tool

Welcome Sequence

  • Automated Email 1: Welcome and lead magnet delivery
  • Automated Email 2: Case study of a successful career pivot
  • Automated Email 3: Intro to Career Pivot Planner tool, tripwire offer

Segmentation

  • Tag leads as 'Career Pivot' based on lead magnet, quiz, session
  • Score leads based on level of engagement with emails

Chatbot and Automation

  • Offer lead magnet through Chatbot interaction
  • Chatbot automation: FAQ about career change and coaching service

2. My Lead Nurturing System

Marketing CRM

  • Recommended Platform: HubSpot CRM
  • Automation Capabilities: Email sequences, contact segmentation, lead scoring
  • Improvements: Integrate with Wordpress website for seamless functionality

Sales CRM

  • Recommended Platform: HubSpot CRM
  • Pipeline tracking process: Track lead engagement, lead magnet downloads, booked calls

Automated Follow-Ups

  • Types: Post lead magnet download, post-coaching call, semi-active lead reminders
  • Triggers: lead magnet download, call booking, 7-days of inactivity

Newsletter

  • Frequency: bi-weekly
  • Topics: career transition tips, success stories, overcoming common obstacles

Retargeting & Ads

  • Platforms: Google retargeting ads, LinkedIn lead ads
  • Goals: Increase lead magnet downloads, boost call bookings

Social Media and Content

  • Posting Frequency: 2 posts per week on LinkedIn
  • Content focus: career transition tips, human-centric job search

Webinars and Events

  • Cadence: monthly webinars to share career transition insights
  • Purpose: Lead generation, engagement, trust building

Other Nurture Channels

  • SMS: send reminders for booked calls
  • WhatsApp: provide quick responses to career transition inquiries

3. Sales Conversion Strategy

Sales Process

  • Strengthen lead magnet content by addressing common pain points.
  • Create a clear call-to-action at the end of the lead magnet to book a call.
  • Develop a structured onboarding process post-call.

Sales Assets

  • Develop a sales script for the initial call to ensure consistent messaging.
  • Create a proposal template detailing the personalized plan.

Testimonials and Case Studies

  • Request testimonials from satisfied customers and post on the website.
  • Develop case studies showcasing successful career pivots.
  • Showcase successful testimonials and case studies during the initial call.

Conversion Rate Insights

  • Use Wordpress plugins to track conversion rate of lead magnet downloads to booked calls.

Urgency and Offers

  • Provide time-limited discounts for immediate call bookings post-lead magnet consumption.
  • Introduce referral incentives to encourage word-of-mouth marketing.

Guarantees and Risk Reversal

  • Introduce a money-back guarantee policy to foster trust.
  • Communicate this policy in initial sales calls and on the website.

Shock and Awe

  • Send a small, branded thank you gift after the initial call.
  • Include a personalized note expressing excitement to work with them on their career pivot.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Emotionally engaging welcome email outlining the journey ahead
  • Introductory video call to align expectations
  • Digitally delivered welcome kit including the initial coaching program schedule and individualized learning resources

Communication Cadence

  • Bi-weekly progress/update calls
  • Weekly personalized email updates
  • Urgent SMS updates for time-sensitive information

Client Education

  • Online hub with career change guides, pivot strategies, and self-assessment resources
  • Bi-monthly webinars on career development themes
  • Recordings of all individual and group training sessions

Personalized Touches

  • Celebratory happy mail at significant milestones, like finalized personal career plan
  • Birthday greetings with a personalized voice note
  • Handwritten thank you notes post-completion of the program

Visuals and Documentation

  • Progress reports showcasing individual journey
  • Curated visual storyboards signifying the before-and-after transformation

Feedback and Proactive Support

  • Automated post-session surveys
  • Prompt resolution of potential issues detected through periodic sentiment analysis
  • Monthly 'Have Your Say' virtual meetings to hear client inputs

Guarantee or Promise

  • Love it or leave it within first month: full refund if not entirely satisfied

Operational Excellence

  • High punctuality standards for all meetings and calls
  • Clear, respectful, and empathetic communication expectations
  • Flexible scheduling for coaching sessions
  • Neat and professional appearance during video interactions

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a three to six months "Career Progression" follow-up program for clients who have completed their initial coaching package.

Upsells & Cross-Sells

  • Provide advanced 'Career Mastery' consulting programs or workshops for clients who have successfully pivoted careers.
  • Partner with complementary service providers for cross-selling opportunities, such as financial advisors or wellness coaches.

Bundling & Packaging

  • Develop low, medium, and high-tier coaching packages with varying levels of 1:1 time, group coaching opportunities, and resource access.
  • Offer bundled services such as 'Career Pivot & Leadership' program for clients seeking to transition into leadership roles in their new career.

Loyalty & Retention Programs

  • Implement a referral program where clients get a discount on their next coaching package for every successful referral.
  • Develop an alumni network for past clients to continue connection and offer mentorship to newer clients.

Custom Services and Personalization

  • Offer VIP coaching packages with more personalized services such as daily check-ins or tailor-made career resources.
  • Provide a bespoke 'Career Resilience and Wellness' package with a focus on mental strength for successful career transitions.

Pricing Strategy

  • Provide incentive discounts for upfront payment of the coaching package to encourage long-term commitment.
  • Price coaching programs at a premium but with high-value content and personalized coaching to justify value-based pricing.

Customer Data and Insights

  • Implement a Customer Relationship Management (CRM) system to track customer progress and identify areas of improvement or expansion.
  • Analyze customer feedback and success stories to understand and communicate the value delivered. This can inform further bespoke program development.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Cashback incentive of $500 for every successful referral.
  • A free 30-minute coaching session for referees.

Shareable Assets

  • Ready-to-post social media visuals promoting career pivot benefits.
  • Email templates with testimonials and call-to-action for sharing.

Timing and Triggers

  • Ask for referrals after positive feedback or reaching coaching milestones.
  • Setup email automation for referral requests after completion of program.

Client Success Stories

  • Monthly showcase of 'Career Pivot Champions' on website and social channels.
  • Use testimonials to craft shareable success story infographics.

Referral Contests

  • Quarterly 'Refer and Win' challenge with gifts for top referrers.

Partner or Affiliate Programs

  • Affiliate program with 20% commission on first purchase of referred customers.

Thank-You Experience

  • Send a personalized thank-you video for every successful referral.
  • Recognize leaders on 'Referral Champions' leaderboard on website.

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