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01 RADICAL BRANDING MESSAGE PILLARS WORK IT SHEET (hey! heather campbell)

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Week 4:
Your
Messaging
Pillars
HEYHEATHERCAMPBELL.COM
WORK-IT SHEETS
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 2
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 3
© 2020 HEY HEATHER CAMPBELL
Define your brand personality
Let’s start by defining our brand personality to guide your messaging pillars, your tone,
and the feel of your materials.
I describe my brand personality as:
I describe my brand voice as:
HERE’S SOME INSPO:
Sincere: down-to-earth,
wholesome, cheerful
Excited: daring, spirited,
imaginative, up-to-date
Competent: reliable, intelli-
gent, successful
Sophisticated: elegant,
charming, clean
Rugged: outdoorsy, tough,
organic
Driven: tenacious, hard- work-
ing, results-forward
Laid back: welcoming,
aable, chill
HERE’S SOME INSPO:
Bold and intoxicating
Educational and informational
Irreverent, but not oensive
Loud, but not obnoxious
Like your BFF
Coolly sweary
Whimsical and personable
Persuasive and inspirational
Smart and eortlessly cool
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 2
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 3
© 2020 HEY HEATHER CAMPBELL
The profit pyramids
Pick the model that makes the most sense for your business to work
through the next section.
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
THE TRADITIONAL PROFIT PYRAMID
OPT- INS, SOCIAL MEDIA, CONTENT,
MICRO- COURSES, EMAILS, CONSULTS
PACKAGES, COURSES,
MERCHANDISE, ONE- TIME
OFFERS/EVENTS
MASTERY LABS
MASTERMIND
VIP
DAYS
YOUR MVC ENTERS HERE
Designed to grow your list
and reach (and give your
MVCs a test drive)
Create a mid-tier purchase option on
evergreen that leads to your richer programs
Offer additional mastery labs under (more
expansive content)
Small group mastermind program where you
can deliver more one-on-one coaching
Retreats and special experiences
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
THE REVERSE PROFIT PYRAMID
YOUR MVC ENTERS HERE
Designed to grow your list
and reach (and give your
MVCs a test drive)
Create a mid-tier purchase option on
evergreen that leads to your richer programs
Offer additional mastery labs under (more
expansive content)
Small group mastermind program where you
can deliver more one-on-one coaching
Retreats and special experiences
VIP
DAYS
MASTERMIND
MASTERY LABS
PACKAGES, COURSES,
MERCHANDISE, ONE- TIME
OFFERS/EVENTS
OPT- INS, SOCIAL MEDIA, CONTENT,
MICRO- COURSES, EMAILS, CONSULTS
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 4
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 5
© 2020 HEY HEATHER CAMPBELL
Determine your value premium
MY PAID PRODUCT / OFFER / EXPERIENCE (TIER 2):
MVC 1 :: WHAT IS THE
BENEFIT?
MVC 2:: WHAT IS THE
BENEFIT?
MVC 3:: WHAT IS THE
BENEFIT?
Let’s define your value and your MVCs transformation with consistent messaging pillars that are short,
sweet, and on-point. Pull out your Brand Books and let’s get going!
PILLAR #1:
PILLAR #2:
PILLAR #3:
PILLAR #4:
PILLAR #5:
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 4
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 5
© 2020 HEY HEATHER CAMPBELL
MY PAID PRODUCT / OFFER / EXPERIENCE (TIER 3):
MVC 1 :: WHAT IS THE
BENEFIT?
MVC 2:: WHAT IS THE
BENEFIT?
MVC 3:: WHAT IS THE
BENEFIT?
PILLAR #1:
PILLAR #2:
PILLAR #3:
PILLAR #4:
PILLAR #5:
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 6
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 7
© 2020 HEY HEATHER CAMPBELL
MY PAID PRODUCT / OFFER / EXPERIENCE (TIER 4):
MVC 1 :: WHAT IS THE
BENEFIT?
MVC 2:: WHAT IS THE
BENEFIT?
MVC 3:: WHAT IS THE
BENEFIT?
PILLAR #1:
PILLAR #2:
PILLAR #3:
PILLAR #4:
PILLAR #5:
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 6
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 7
© 2020 HEY HEATHER CAMPBELL
MY PAID PRODUCT / OFFER / EXPERIENCE (TIER 5):
MVC 1 :: WHAT IS THE
BENEFIT?
MVC 2:: WHAT IS THE
BENEFIT?
MVC 3:: WHAT IS THE
BENEFIT?
PILLAR #1:
PILLAR #2:
PILLAR #3:
PILLAR #4:
PILLAR #5:
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Completed 6 December 2023

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