LBO_-converted (3)

Little Book of YOU

Little Book of *****, to the power of V: Volume 1 This is your manual to brief your colleagues and a resource you can refer back to in 2021, framed by our branding and approach. i.e.to the power of V (ttPOV), or value, visual, verbal, voice = true visibility for *****’s core/purpose, allowing her to build her business and bring meaningful reward to the rest of her life. Contents 1. ***** before ttPOV 2. *****’s value 3. *****’s value – as told by xxxxxxx 4. *****’s visuals 5. *****’s verbal story: what she stands for and what she wants for her industry. 6. *****’s tone of voice 7. Benefits: *****’s true visibility and her next steps. Little Book of *****: To The Power of V, December 2020 Page 2

***** before ttPOV: The need for confidence, clarity; consistency and congruence. “I want to be the person other people see. And I want to bring myself up to the persona that I seem to create. And I want it to be congruent. I want it to be everything from the website to the photography.” Your clarity: to understand more clearly what drives you and why those drivers make the ‘***** **** offering’ so compelling to your perfect clients. It is the piece that lies at your core and differentiates you in a way that no one else can copy – vital at a time when more people are jumping on the **** bandwagon. Your confidence: to get to a place where you not only feel ‘worthy’ of the impressive experience and feedback you have now; you are also keen to raise the bar still further and own the position of ‘gentle disruptor’. Little Book of *****: To The Power of V, December 2020 Page 3

*****’s value: Confidence and Clarity. Wanting to BE something, versus having the courage to BE it are not necessarily happy companions and so Jackie has been working with ***** to ensure we grow the internal and external elements of confidence in relation to launching the new brand of ‘***** ****’ and creating visibility successfully. Competence and Credibility ***** is an incredibly competent and confident individual, committed to delivering value and fun at a high level of quality. She is a mine of information and undisputed expert in her field of ****. We know from feedback that the world sees her as a powerful presence, she can hold the stage, create and maintain engagement with her enlightening, educational and entertaining delivery. Pioneering and gently disruptive makes her content and interactions both engaging and grounded. Authentic Connections As a wife and mother, ***** brings a human side to her work which is a natural extension of her ability to put people at their ease. Sharing family anecdotes appropriately clearly demonstrates her ability to balance business and family life as well as her human side. She clearly is aiming at being the international expert and in our opinion (ttPOV) there is no doubt she is more than capable and ready to forge this path, she has never shied from a challenge and we will see this through 2021 – owning her place in the world as the expert who is here to help you and your business thrive. *****’s absolute strength is being able to connect, ideas to business, people to ideas and then people to their business. This connection also enables people to feel seen and heard which will be a magical quality on the international stage. Feelings are important to ***** – how things feel, how people feel and how it feels applying the expertise in business. It is critical that her branding ‘feels’ right for her, who she is now and where she’s heading and therefore we are helping her Little Book of *****: To The Power of V, December 2020 Page 4

create her brand as something which she can ‘grow into’ – embracing her potential and long term goals as well as who and where she is now. Little Book of *****: To The Power of V, December 2020 Page 5

*****’s value, as told by xxxxx, Get deep customer insights that will differentiate you in 2021. Cutting-edge knowledge that sets you apart **** are automated marketing software specialists. Thanks to their well-established split testing programmes, they already know a lot about customer behaviour and how your prospects will respond to the layout of your emails and landing pages. The company’s Marketing Director, ****, engaged me to carry out a **** study, that would enrich his team’s knowledge about why customers react in the way they do and, through those findings, consolidate his company’s position as an innovator in this field: “We wanted a bit of primary research that has not been done before, to show **** in a light of doing something innovative, that improves our marketing and our industry. It also gives us a competitive advantage of having a unique piece of content that is our IP. It's a battleground that we can talk about, and that our competitors, like MailChimp, dotdigital and HubSpot, can't.” Scientific rigour that builds trust The study involved 87 volunteers, wearing EEG (electroencephalography) headsets. This equipment is used in neuroscience and measures electrical activity in the brain. As participants worked their way through the layouts of 19 webpages and nine emails, their physiological responses were recorded in real time. Ten days of experiments produced more than 700,000 metrics to collate and interpret, and were the foundation for my final report, Insights from the Inside. Little Book of *****: To The Power of V, December 2020 Page 6

For ****, this primary research is delivering value in several areas: • Deepening their knowledge about customer behaviour • Differentiating **** through innovative research • Drawing in new leads with spin-off, evergreen content. Deepen your customer knowledge My neuroscientific approach gives **** a more detailed understanding of customer behaviour. It also backs up the conclusions of ****’s previous work on how readers react to different email formats – conclusions that challenge conventional wisdom and are likely to surprise you. Simon: “All our split testing in the B2B world shows that Outlook style emails that you send day in, day out, perform really well in lead generation campaigns! And *****’s work showed us that in the brain they are also the ones people respond to the best. Whereas when somebody gets a lovely glossy marketing email which is trying to get them to book a demo or meeting, it triggers something else in their mind. So *****’s study nicely ratified the live testing that we've done, and it gave us the reasoning behind what’s happening in the brain.” (You can discover why the standard Outlook format gets better engagement than more sophisticated designs, in What the brain reveals about your marketing messages, a Chartered Institute of Marketing webinar I presented, based on my work with ****.) Little Book of *****: To The Power of V, December 2020 Page 7

Draw in new leads through differentiation Because my research takes a cutting-edge approach to understanding human behaviour, the final report sheds new light on what drives customers and why. This means that the content **** creates from it – from white papers to podcasts – will raise the company’s profile as innovator in its field. Simon: “It is very hard within marketing to put a return on content. What I can 100% say is that *****’s work has got leads for us. I can definitely see that we've had people who have engaged – downloaded the report, come to one of the webinars and listened to the podcast – and then gone on to become the customers. If it wasn't for that particular document, then we might not have got those leads. “From a marketing point of view, it's not just that one report. It will also give us a lot of content to use, with blogs, podcasts, webinars, videos, case studies and testimonials. It’s an evergreen piece of content and it will last for a fair few years. And *****’s been brilliant because she has got links with the likes of the C****ered Institute of Marketing, who want to hear about the research we’ve done. They don’t want me presenting it because I’m not a psychologist but they love ***** presenting it. The more we get it into those third-party places, the more traffic will come back to us. “If you want to do anything within the **** sphere, ***** is a really great individual to go to and get that understanding of what is happening and how that can be related to your business or your marketing. And if you want to do any research, ***** is the perfect person to take that on and help you.” Get in touch now, if you’re a forward-thinking company that wants to strengthen customer relationships by understanding better what drives them. I’d love to work with your team, to grow that loyal following and your business. Little Book of *****: To The Power of V, December 2020 Page 8

*****’s visuals The word map is distilled from Nick’s first conversation with ***** which explored, through open ended questions, the life experiences which shaped her inner drivers. Word size is directly in proportion to the frequency that ***** used each word. Independently, both Nick and ***** grouped these into three themes: Page 9 1. Gravitas / credibility 2. Everything is possible 3. Dash of quirky / insights Little Book of *****: To The Power of V, December 2020

Colour The three themes were then converted into the following colours, in all cases an Autumn palette was selected to transmit a warmth and vibrancy that ***** exudes during our conversations and is consistent with her own personal colour preference. 1. Sherpa blue: Rational; a colour that represents the credibility and gravitas important to *****. Her work is based on years of experience in the industry; science / evidence-based education and research. 2. Persian turquoise: Blue sky thinking; representing ‘everything is possible’ (colour culture) with a dash of warmth to give a feeling of welcoming communication. 3. Gold: Celebratory; a mixture of yellow representing ‘everything is possible’ (colour psychology) and orange representing the dash of quirky which will also attract the 3% innovators and 15% leaders, who are open minded to *****’s ideas and approach to marketing. Little Book of *****: To The Power of V, December 2020 Page 10

Proportion The greater portion, approximately 60%, is given to Sherpa blue, highlighting the importance ***** gives to credibility in her field and representing the need for an embryonic industry to be seen as rational and trustworthy. Gold is restricted to a streak or dash - and action buttons - to avoid overpowering a potential customer while staying consistent to the needs of an embryonic industry. ***** felt Persian turquoise, the remainder, was comfortably consistent and balanced with her values and drivers. The complexity and nature of *****’s chosen field and the most complex living organ known to humanity is represented with pattern, with a nod to *****’s preference for circular design. The colours within the pattern have been kept more even to give the wonderful tapestry that is humanity, an even representation. Finally, the linear extension with wave, represents *****’s ability to bring communication simplicity to a complex subject. Little Book of *****: To The Power of V, December 2020 Page 11

*****’s verbal story: what she stands for and believes in. ****. The game changer that will grow your business in 2021. For your marketing to be effective, you must grasp what is going on in the heads of your customers. Those fascinating human beings who sometimes defy box ticking and segmentation. That’s why I love applying my psychology background – 28 years of research, lecturing and consultancy – to marketing. It enables you to understand better why your customers behave in the way they do. Neuroscience takes your understanding to a new level. Deepen your customer knowledge We know that around 85% of what goes into making decisions is subconscious. If you asked your customers why they clicked on your contact form, at best, they could explain 15% of their reasoning. They are not deliberately withholding information from you; they just can’t share what they are not privy to. Neuroscience changes all this. Using physiological measures and responses, it allows you to interrogate the 85% that your customers are not aware of themselves. Historically, our sector has spent countless hours and pounds on trying to predict what our audiences will do next. Neuroscience takes all this guess work away. When you can see what is going on in the brains of your customers, you become much more surefooted about how to communicate with them. Little Book of *****: To The Power of V, December 2020 Page 12

Build your customers’ loyalty This is an emerging branch of marketing. Because it is new, it raises understandable questions around intrusion and manipulation. Having studied human behaviour for nearly 3 decades, I see it differently. Neuroscience gives our sector the chance to comprehend the nuances of human beings in ways that we’ve not been able to do, up until now. For the first time, we can build relationships where we know what our customers truly want. That is why neuroscience is so exciting. It gives marketing the tools to connect with its customers with empathy, integrity and respect; in a way that celebrates their individuality and earns their trust. Take the lead As a marketing consultant, public speaker and lecturer, I love watching my audiences’ ‘aha’ moments: when students see how **** takes their understanding of customers – the people crucial to their future success – to a new level; when companies realise neuroscience gives them the means to build client loyalty and grow their business and good name for years to come; when everyone understands that their sector is at an exciting turning point, and they want to be part of it. I’d love you to be part of it as well. Contact me now and see how neuroscience will give your organisation the edge in 2021: Little Book of *****: To The Power of V, December 2020 Page 13

If you’re a forward-thinking company that wants to strengthen customer relationships by understanding better what drives them, let’s talk now about how I can help you to grow that loyal following. This case study done in collaboration with the automated marketing software company, ****, shows how my research has consolidated their position as an innovator in their field, attracting valuable leads along the way. If you’re a marketing or communications organisation, looking for a cutting-edge topic that will fascinate your membership and fill your feedback forms with positive comments, I’d love to be part of your next event, on or offline. As a member of the Professional Speaking Association, there is nothing I enjoy more than sharing my neuroscience knowledge with new audiences. Get a feel for my approach at this C****ered Institute of Marketing webinar, What the brain reveals about your marketing messages and contact me here. If you’re a college or university, keen to give your students access to the latest thinking in ****, delivered by an expert who has studied it and applied it commercially, contact me here. I’d be delighted to become one of your visiting lecturers. You can see the sort of work I do at the Cambridge Marketing College, where I am their Customer Insights Tutor. “If anybody wants to look at doing anything within the **** sphere, ***** is a really great individual to go to and get that understanding of what is happening and how that can be related into their business or into their marketing. And if anybody wants to do any research, ***** is the perfect person to be able to take that on and help you.” ****, Marketing Director, ****. Little Book of *****: To The Power of V, December 2020 Page 14

*****’s tone of voice Word map, colours (visual credibility and positivity) fusing with positioning story and client story. *****’s verbal story is drawn from the conversations she has had with Jackie Perkins, Nick Horton and Miranda Birch, as well as from the webinar (What the brain reveals about your marketing messages) that she presented for the C****ered Institute of Marketing. *****’s tone of voice is consistently professional, credible and approachable – with the occasional glimpses of gently disruptive humour. Her audiences are left with feelings of trust, inspiration and warmth. ***** is clearly an expert in her field, who, on behalf of her sector, cares deeply about applying that expertise with integrity. She also has great communications skills, able to synthesise complex knowledge in a clear and accessible way, without dumbing down. We recommend to complement the current tone of voice, ***** emphasises her skill at using a celebratory tone, especially in her role of ambassador and leader of a relatively new field in marketing: celebrating how neuro-science gives a platform to marketing and diversity of humanity coexisting to mutual benefit. The celebratory tone is also consistent with the word map: ‘everything is possible’. Little Book of *****: To The Power of V, December 2020 Page 15

Benefits and continuation: true visibility to her tribe. In summary we would like to “celebrate” working with *****. It has been an initial journey through ****; an initial hesitancy to step out as ***** ****; the reconnecting with an old friend, Jackie Perkins, through a LinkedIn post and the start of a new, adventurous partnership with ‘To The Power of V’. A partnership that explored an inner cave, shining a light on it, and giving it a visible, verbal and visual transmitter for the world to connect to. A world of the people that you most want to work with and who most want to work with you. In exchange for having the courage of allowing yourself to be vulnerable, we hope you have found reward in the final product and the experience. We look forward to continuing the journey together. Jackie Perkins, Nick Horton, Miranda Birch. 4rd December 2020. Little Book of *****: To The Power of V, December 2020 Page 16