Locating Prospects & Initiating Engagement**
| 1. Targeting Intelligence (WHO & WHERE) | 2. Message Crafting (The Initial HOOK) | 3. Channel Strategy & Execution (HOW & Deployment) | |
| A. Foundational Input | FROM FOUNDATION: - Detailed Customer Avatar (Demographics, Psychographics, Beliefs). - Customer “Watering Holes” (Groups, forums, sites they visit). - Customer Search Intent (Terms they use). | FROM FOUNDATION: - Customer Pains & Fears (Resonate with need). - Customer Goals & Dreams (Appeal to aspiration). - Company Unique Mechanism/Value Prop (Hint at solution). - Brand Voice (Tone consistency). | FROM FOUNDATION: - Market Channel Landscape (Competitor presence, noise level). - Customer Info Sources (Platforms they trust/use). - Company Resources (Budget, team capacity). |
| B. Strategic Approach | Define specific Target Segments/Audiences based on A1. Prioritize key “Watering Holes,” search keywords, or relevant communities to focus initial efforts. Determine intent (active search vs. passive browsing). | Select the primary Angle for the initial Hook: Address core Pain? Highlight a specific Benefit/Goal? Create Intrigue/Challenge a belief? Align the angle with the target segment (B1) & chosen channel (B3). | Select Primary 1-2 Channels for initial focus (e.g., FB Ads, Google Search, Content Marketing/SEO, LinkedIn Organic). Define the high-level approach for each (e.g., Traffic campaign, Keyword focus, Content pillar). |
| C. Tangible Outputs (AI-Accelerated) | - Defined Ad Audiences (Custom/Lookalike ideas). - Keyword Research Lists (for SEO/SEM). - Profile of targeted Communities/Influencers. | USING AI PLAYBOOK PROMPTS (FIND): - Draft Ad Headlines & Openers (Pain/Benefit/Intrigue focused). - Draft Content Titles & Meta Descriptions. - Draft Social Media Post Openers. - Draft Video Script Hooks (first 3-5s). | - Initial Ad Campaign Structures (Draft outlines). - Content Briefs/Topic Clusters (for Content/SEO). - Initial channel budget/resource allocation plan. - Draft outreach templates (Partnerships). |
How to Use This FIND Grid:
-
Leverage Foundation (Row A): This step builds directly on Module 0. Pull the relevant Customer, Market, and Company insights into Row A as your starting point.
-
Formulate Strategy (Row B): Make conscious decisions based on the inputs. Who exactly are you targeting first (B1)? What’s the core message angle that will grab their attention in that context (B2)? Which 1-2 channels offer the best initial opportunity to reach them (B3)?
-
Generate Assets (Row C): Execute the strategy by creating the necessary assets.
-
Define your specific targets (C1).
-
Use the AI Prompt Playbook (FIND Module Prompts) extensively here to rapidly generate multiple variations of your initial engagement messages/hooks tailored for your chosen angle and channels (C2).
-
Outline your initial campaign structures or content plans for the selected channels (C3).
-
-
Connection to GIFT: The goal of the hook assets created in C2 is to capture attention and drive traffic towards the GIFT offer (Step 2). The chosen angle and channel strategy must logically lead to the presentation of the Gift.
This FIND grid ensures a systematic approach to the critical first step of the customer journey – moving beyond just crafting a message (hook) to strategically deciding who to reach, where to reach them, and how to initiate that first crucial engagement across potentially diverse channels.
Okay, you want alternative perspectives for the FIND (Step 1) grid, keeping the overall Attract-Convert-Grow goal in mind. The original grid focused on Target->Message->Channel. Here are four alternative approaches, each emphasizing a different strategic angle:
Alternative 1: Customer Journey / Awareness Stage Focus
Purpose: To tailor the FIND approach based on the prospect’s likely awareness level regarding their problem, potential solutions, and your specific brand.
| 1. Awareness State Identification (Where is the Customer Mentally?) | 2. Engagement Objective (What’s the Goal of this First Touch?) | 3. Message & Channel Match (How to Connect Effectively?) | |
| A. Foundational Input | Avatar Profile (Beliefs, Current State); Market Pains (How common is the problem?) | Customer Goals (Immediate vs. Long-term); Company Value Prop (What specific transformation?) | Avatar Info Sources / Watering Holes; Channel Noise Levels; Brand Voice. |
| B. Strategic Approach | Segment: Classify target audiences (e.g., Problem Unaware, Problem Aware, Solution Aware, Product Aware). Identify primary focus segment for initial FIND campaigns. | Define Goal: Make Aware of Problem? Educate on Solution Category? Introduce Your Unique Mechanism? Capture Lead Immediately? | Tailor: Select channels best suited for the awareness stage (e.g., Edu content for Problem Aware on blogs/SEO; Comparison for Solution Aware on Ads). Adapt message intensity & hook type. |
| C. Tangible Outputs (AI-Accelerated) | Defined Audience Segments; Keyword clusters based on awareness level; Content themes mapped to awareness stages. | Goal-specific messaging angles; Draft hooks tailored to awareness level (e.g., Pain-focused for Problem Aware, Benefit-focused for Solution Aware). | Channel-specific creative briefs; Content outlines for different awareness stages; Ad copy variants for different engagement goals. |
Alternative 2: Channel-First / Tactical Execution Focus
Purpose: To organize FIND activities based on the specific marketing channels being used, ensuring tactical alignment.
| 1. Paid Media (Ads - Interrupt & Target) | 2. Owned/Organic (Content/SEO/Social - Attract & Discover) | 3. Earned/Partnerships (Outreach & Leverage) | |
| A. Foundational Input | Avatar Demographics/Interests; Competitor Ad Strategies; Ad Budget. | Avatar Search Intent / Keywords; Content Gaps in Market; Brand Story/Expertise. | Relevant Influencers/Publications; Potential Partner Value Proposition; Outreach Goals (links, mentions, collab). |
| B. Strategic Approach | Platform selection (Meta, Google Ads etc.); Targeting criteria (audience, placements); Bid strategy; Primary Ad Hook Angle (Pain/Benefit/Intrigue). | SEO keyword targeting; Content Pillar definition; Social platform focus; Organic Content Hook Strategy (Title, Intro, Visual). | Identify target partners/outlets; Craft Value Proposition for them; Define outreach message & follow-up sequence. |
| C. Tangible Outputs (AI-Accelerated) | Draft Ad Copy Variants (Headlines, Body, CTA); Audience Definition Files; Initial Campaign Structure Outline. | Blog Post Titles/Outlines; Meta Descriptions; Social Media Post Hooks; Video Script Starters. | Outreach Email Templates; Influencer Brief Ideas; Partnership Proposal Snippets; Guest Post Pitches. |
Alternative 3: Core Message Angle Focus
Purpose: To strategize the FIND step based on what core aspect of your offer or the customer’s problem will be the primary angle of the initial engagement message (‘hook’).
| 1. PROBLEM-Centric Angle (Agitate Pain) | 2. SOLUTION-Centric Angle (Promise Outcome) | 3. MECHANISM-Centric Angle (Highlight Difference) | |
| A. Foundational Input | Deep Customer Pains/Fears; Cost of Inaction Insights; Market Pains/Frustrations. | Deep Customer Goals/Dreams; Desired Transformation; Company Promise/Primary Benefit. | Company Unique Mechanism; Key Differentiators vs. Competitors; Reasons why other solutions fail (Market Gaps). |
| B. Strategic Approach | Focus initial message on resonating deeply with a specific, high-priority customer pain. Use empathy and agitation. Identify channels where pain is often discussed (forums, groups, search for problems). | Focus initial message on the desirable future state or benefit your solution provides. Use aspiration and hope. Identify channels where solutions are sought (search, solution-focused content). | Focus initial message on how you achieve results differently, especially for sophisticated or skeptical audiences. Use intrigue and authority. Identify channels where detailed comparisons occur. |
| C. Tangible Outputs (AI-Accelerated) | AI-Generated Hooks focused on PAIN points; Ad copy emphasizing the problem; Content addressing common frustrations. | AI-Generated Hooks focused on BENEFITS/GOALS; Ad copy painting the desired outcome; Content focused on solutions & aspirations. | AI-Generated Hooks highlighting UNIQUENESS/DIFFERENCE; Ad copy explaining why your way is better; Content detailing your unique mechanism or perspective. |
Alternative 4: Intent-Based Branding / Pre-Framing Focus (Kern-Inspired)
Purpose: To initiate the FIND step by focusing on identifying prospect intent and delivering immediate value/empathy to build rapport and pre-frame your solution, before the main GIFT.
| 1. Intent Identification & Context (Detecting the Spark) | 2. Value/Empathy First Engagement (Building Rapport) | 3. Micro-Conversion & Next Step (Inviting Deeper Interaction) | |
| A. Foundational Input | Customer Search Terms; “Watering Hole” Discussions; Ad Click/Engagement Data (if available); Common Questions Asked. | Customer Pains/Frustrations (for Empathy); Core Company Values (for Authenticity); Quick, digestible solution snippets related to the GIFT. | GIFT Offer Concept; Clear understanding of the immediate next step desired (e.g., Click, Read, Comment, Download snippet). |
| B. Strategic Approach | Monitor relevant channels for signals of intent or pain expression. Identify trigger points where initial contact makes sense (e.g., responding to a query, specific ad targeting based on behavior). | Craft initial outreach/content/ad that leads with empathy or a small piece of value (“See you’re struggling with X? Try this…”) Pre-frame yourself as a helpful guide. Use relatable Storytelling elements. | Design the initial engagement to seamlessly invite a small, low-commitment next step that logically moves the prospect towards the main GIFT offer. Focus on starting the conversation/relationship. |
| C. Tangible Outputs (AI-Accelerated) | List of monitored keywords/hashtags/groups; Defined triggers for outreach/ad delivery. | AI-Generated Empathetic opening lines; Draft value snippets/quick tips; Short, relatable story hooks; Initial outreach messages focused on help, not selling. | AI-Generated micro-CTAs (e.g., “Learn more here”, “Grab the quick checklist below”); Draft chatbot opening lines offering help; Short landing page copy for value snippet downloads. |
Each of these grids offers a different lens through which to plan and execute the crucial FIND step, ensuring you locate your ideal prospects and initiate contact in the most effective way possible, setting the stage for the rest of the Elevate Framework.