Find out more

You're not logged in!

You'll need to log in to get access to all of the premium content on this site.

Step Two: Who

"Who is really the center of everything." - Brian Clark

No business can survive without a deep understanding of who they serve. And it's even more important for a modern digital business, with all of the personalization and targeted marketing that modern technology allows us.

In this lesson, Brian Clark will cover:

  • Personifying the prospect
  • The audience archetype
  • Identifying and documenting your core values
  • Why you are not your audience (and why that's important)
  • Using empathy mapping to create a richer view of your "Who"
  • Crafting your archetype

Remember: This is a process-driven course, so the homework is a vital component! Be sure to download and complete the worksheet and empathy map from the links provided, so you can get the full benefit of the lesson.

Only Authority members can access this content.

Already a Member?

Log In for Access

Not a Member Yet?

Find Out More