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WEEK 2: CONNECTING WITH YOUR MVCS I PAGE 1

Week 2:

Connect with your

Most Valuable

Customers

HEYHEATHERCAMPBELL.COM

WORK-IT SHEETS

RADICAL BRANDING

WEEK 2: CONNECTING WITH YOUR MVCS I PAGE 2

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The best brands have a few things in common. They:

• Own their differentiators;

• Know their target audience;

• Have a clear value proposition;

• Promise what they deliver – and deliver what they promise; and

• Make it easy to buy what they’re selling

Knowing who you are and how you deliver value is a beautiful thing. And when you’re able to con-

nect your brand attributes to your Most Valuable Customer (MVC) – someone who is most likely to

buy, buy again and refer – something awesome happens. Paths become clearer. You create better

products and services. Things become less noisy. You write better and more engaging content. And

your marketing efforts seem to snap into place.

To recap, your MVC is:

• Is someone who wants or needs something that you’re uniquely suited to deliver

• Is aligned with your values

• Buys + pays what you ask

• Bonus! Buys again – and refers

Need an example of a company who knows their MVC inside and out? Check out this great article

from Fast Company about one of my favorite retailers, Anthropologie.

Knowing and really understanding what drives your customers is core to any successful and

purposeful business. Listen, Wal-mart knows it’s not Target and Target knows – for sure 100% knows –

it’s not Wal-mart. Yet they essentially offer the same thing – discount one stop shopping – but in very

different ways designed to appeal to their brand’s target customers.

Deﬁning Your MVC

This worksheet will help guide you through a few exercises designed to get you thinking about

exactly who your MVC is. You most likely have several target customers in mind; so complete the

exercises for each one. I recommend a maximum of three deﬁned customer segments – this seems

to be the magic number that allows you to keep things manageable and more easily see overlaps,

efﬁciencies and where things are different.

CONNECTING WITH YOUR MOST VALUABLE CUSTOMERS

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Here’s an example: a personal trainer client of mine and I worked together to deﬁne the people she

was passionate about helping. We assembled a list of general demographics to get us started. Then,

from there, we identiﬁed three distinct groups:

• Pre- and post-natal women

• People training for competitions (marathons and triathlons)

• Active seniors (60+ years).

Then, for each segment, she completed the worksheet to really understand the similarities and

differences between the groups. She then validated her MVCs by interviewing real people and

clients.

A Few Things to Keep in Mind When Doing this MVC Work

Be open and trust your gut instinct. Focus on people who make you feel happy, optimistic, and who

will love what you’re all about. Remember, this doesn’t need to be a real person, so there are literally

no constraints.

Identify and deﬁne your customer segments generally at ﬁrst – and then start to make connections

once you have a good sense of each segment. Be kind to yourself. Give yourself the time you need.

Know that this can – and will – evolve.

Make use of my personal photo libraries on Stocksy.com to help you visualize your MVC even more.

You can use a comp photo in your personal materials. (But if you decide to use any of the images in

your future marketing, you will need to purchase them.)

Don’t say, “I’ll just do this work in my head.” Write it out and spend some time with this exercise – af-

ter all, you’ll be spending a lot of time with these people in your business!

Let’s get started! Deﬁne Your High-level Customer Segments

We’ll start at the very beginning, capturing high-level demographic information ﬁrst. Your goal here

is to put up some high-level guardrails to help you further reﬁne and deﬁne your MVCs in the next

step. You have some great tools to help you cruise right through each step:

• Your I Believe Manifestos

• Your Brand Madlib

• The Connecting with Your Most Valuable Customers training

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Here’s how to use this Work-It Sheet:

STEP 1: I WANT TO SERVE THESE PEOPLE:

Deﬁne your super-high-level segment (women, men, couples, kids,

etc.)

STEP 2: WHO WANT/ NEED WHAT I OFFER:

Deﬁne what you have that they need. List all the services your cur-

rent offer – and those that you may offer in the future.

STEP 3: AND WHO HAVE THESE GENERAL CHARACTERISTICS:

List the general characteristics and demographics to provide the

context for the next step.

STEP 4: MY MVCs WITHIN THIS GROUP ARE BEST REPRESENTED

BY:

Deﬁne your 2 – 3 MVCs and their stage names.

STEP 5: HERE’S HOW I AM UNIQUELY SUITED TO HELP THEM

ACHIEVE THEIR ASPIRATIONS:

Do a demographic check on your MVCs and deﬁne each of their

aspirations, obstacles, their current state, the trigger bringing

them into the market.

STEP 6: WHAT IS THE ULTIMATE PAYOFF OF WORKING WITH

YOU?

Here’s where you deﬁne the ultimate payoff of working with you:

the transformation you’ll deliver to your MVCs.

STEP 7: WHAT DO THEY LOOK LIKE?

Pull a few images from a stock image site and share the links in

your homework:

Unsplash.com

Pexels.com

Stocksy.com

NEED A LITTLE INSPO?

USE THESE QUESTIONS TO

KICK-START SOME IDEAS TO

DEFINE YOUR MVC.

What is her name?

How old is she?

What is the dream that she’s nervous

to tell anyone about?

What’s her marital status?

Does she have children

(include names + ages)?

Where does she live?

How much money does

she make?

What is her job?

What are her life beliefs?

What are her fears?

What are her favorite books,

music, TV shows?

What does she Google?

What conferences or

events does she go to?

What does she do in her free time?

What keeps her up at night?

What are her guilty pleasures?

Who does she idolize?

What authors, teachers or

experts does she follow?

What brands does she love?

What’s the worst-case scenario if she

doesn’t take action?

Where is her fantasy vacation?

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STEP 1:

I WANT TO SERVE THESE

PEOPLE:

STEP 2:

WHO WANT/ NEED

THESE THINGS I OFFER

(OR PLAN TO OFFER):

STEP 3:

AND WHO HAVE

THESE GENERAL

CHARACTERISTICS:

STEP 4:

MY MVCs WITHIN

THIS GROUP ARE BEST

REPRESENTED BY:

MVC 1

MVC 2

MVC 3

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STEP 5:

HERE’S HOW I AM

UNIQUELY SUITED TO

HELP THEM ACHIEVE

THEIR ASPIRATIONS:

MVC 1 STAGE NAME + DEMOGRAPHIC CHECK

MVC 1: WHAT ARE THEIR ASPIRATIONS?

MVC 1: WHAT’S GETTING IN THE WAY?

MVC 1: WHAT’S HAPPENING AS A RESULT?

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STEP 5 (CONT’D):

HERE’S HOW I AM

UNIQUELY SUITED TO

HELP THEM ACHIEVE

THEIR ASPIRATIONS:

MVC 1: TRIGGER THAT’S GETTING THEM TO TAKE ACTION

MVC 1: WHAT’S THE ULTIMATE PAYOFF OF WORKING WITH YOU?

MVC 1: WHAT’ DO THEY LOOK LIKE?

STEP 7: PULL A FEW IM-

AGES FROM ONE OF THE

STOCK IMAGE SITES TO

VISUALIZE YOUR MVC

STEP 6: WHAT IS THE

TRANSFORMATION YOU

DELIVER?

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STEP 5:

HERE’S HOW I AM

UNIQUELY SUITED TO

HELP THEM ACHIEVE

THEIR ASPIRATIONS:

MVC 2 STAGE NAME + DEMOGRAPHIC CHECK

MVC 2: WHAT ARE THEIR ASPIRATIONS?

MVC 2: WHAT’S GETTING IN THE WAY?

MVC 2: WHAT’S HAPPENING AS A RESULT?

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STEP 5 (CONT’D)

HERE’S HOW I AM

UNIQUELY SUITED TO

HELP THEM ACHIEVE

THEIR ASPIRATIONS:

MVC 2: TRIGGER THAT’S GETTING THEM TO TAKE ACTION

MVC 2: WHAT’S THE ULTIMATE PAYOFF OF WORKING WITH YOU?

MVC 2: WHAT’ DO THEY LOOK LIKE?

STEP 7: PULL A FEW IM-

AGES FROM ONE OF THE

STOCK IMAGE SITES TO

VISUALIZE YOUR MVC

STEP 6: WHAT IS THE

TRANSFORMATION YOU

DELIVER?

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STEP 5:

HERE’S HOW I AM

UNIQUELY SUITED TO

HELP THEM ACHIEVE

THEIR ASPIRATIONS:

MVC 3 STAGE NAME + DEMOGRAPHIC CHECK

MVC 3: WHAT ARE THEIR ASPIRATIONS?

MVC 3: WHAT’S GETTING IN THE WAY?

MVC 3: WHAT’S HAPPENING AS A RESULT?

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STEP 5 (CONT’D)

HERE’S HOW I AM

UNIQUELY SUITED TO

HELP THEM ACHIEVE

THEIR ASPIRATIONS:

MVC 3: TRIGGER THAT’S GETTING THEM TO TAKE ACTION

MVC 3: WHAT’S THE ULTIMATE PAYOFF OF WORKING WITH YOU?

MVC 3: WHAT’ DO THEY LOOK LIKE?

STEP 7: PULL A FEW IM-

AGES FROM ONE OF THE

STOCK IMAGE SITES TO

VISUALIZE YOUR MVC

STEP 6: WHAT IS THE

TRANSFORMATION YOU

DELIVER?

WEEK 2: CONNECTING WITH YOUR MVCS I PAGE 12

SO, WHAT’S NEXT?

Knowing your MVCs gives you some serious customer intelligence to inform your messaging and mar-

keting. You have walked more than a mile in your MVCs shoes and understand how they are showing

up at your business – giving your the opportunity to create authentic content that engages ad moti-

vates your MVCs to action (and invites some pretty cool people into your work).

This content will inform virtually all of our work going forward – including your messaging, website

copy, image curation color palette, marketing materials, proﬁles, and social media..,the whole nine.

By now you should have lists and materials to draw from for our next exercise: to build your product

and service line-up that your MVC can’t wait to buy - and charge what you’re worth.

Thank you for the gift of your time, your imagination, and your hard work.

I’m rooting for you!

xo,

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