Alex Cattoni – Posse Eye Brand Voice Challenge Program
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Description
DON’T SCREAM FOR ATTENTION, MAGNETIZE IT
In case you haven’t noticed…
The market is a freakin’ screaming match, where the average person is inundated with up to 10,000 marketing messages per day…
Yet every single day, new offers are created, new ads are run, new posts are published, and new products are launched by businesses trying to force-feed their audience with more “buy my stuff” B.S.
They put every red penny into trying to outscream the competition with the loudest claim or the cheapest price… and have zero consideration for what their customer will experience after that first purchase.
And with bandwagon businesses, opportunistic offers, and “copy/paste” creators flooding the space with hypey, stolen or generic robo-copy — mediocre messaging is no longer a danger to your business, but a sure-fire way to destroy it.
So as a business owner, copywriter, or marketer looking to stand out above the noise – there is really only one question you should be absolutely obsessed with:
In a world where attention is the most valuable commodity… how do you command it instead of demand it?
How do you craft a message so insanely captivating that you effortlessly attract your ideal audience and turn your customers into raving fans who come to you?
BUILD A BRAND BEYOND COMPARE
Yup, the answer is branding…
And no, I’m not talking about visual branding — a bold design, an eye-catching logo, a recognizable font, signature colors, and a slick product.
While design is absolutely an essential part of branding and identity, let’s not forget that:
Nike didn’t redefine the athletic industry with just a swoosh…
Apple didn’t explode out of nowhere with just sleek design…
It wasn’t just the innovative fabric technology that made customers crazy for Spanx…
It wasn’t just the simple design that made Toms Shoes a global sensation…
And the Copy Posse didn’t grow from zero to hundreds of thousands of rad humans in under 3 years with just tigers and lightning bolts…
The most iconic and memorable businesses have long understood that messaging comes before marketing…
That having a distinct identity, compelling story, and consistent Brand Voice is how you create unshakeable trust with your audience and pave the way for long-term loyalty…
That making your audience feel seen, safe, and understood is the biggest difference between pushy marketing and persuasive marketing…
That getting so clear on why you’re here, who you serve, and what you stand for is the best-kept secret to creating a magnetic message that no other brand can touch…
And that when you so fiercely embody your values, you don’t need to scream for attention – you effortlessly attract it.
That is the power of branding.
FROM JADED COPYWRITER TO MARKETER OF THE YEAR
As an anonymous copywriter who spent nearly a decade working behind the scenes in the marketing industry…
I’ve watched many businesses launch and many businesses fail…
I’ve seen trends change, fads fade, and tactics so overused and abused that I’d cringe with every scroll.
I’ll be honest…
Back in 2019, I became so jaded by the “get rich quick” mentality that flooded the Internet and hypey claims selling lightning in a bottle that I almost gave up completely.
I’d roll my eyes every time I was approached by a misled client who would ask me to write a high-converting sales page and email campaign that would launch their business overnight…
They’d expect me to write the magic words that would help them instantly find, educate, persuade, and convert their customers — ALL within a single campaign…
As if I was some sort of marketing unicorn who shit rainbows and cash.
Well, as both a copywriter for 10 years and now a business owner who hires copywriters, let me be clear:
Even the best copywriter in the world can’t save your mediocre messaging.
Sure, we’re genius storytellers, persuasive communicators, and brilliant marketers…
But without a clear, compelling, and consistent Brand Voice to guide our efforts, we may as well be writing your business’s obituary…
Because it’s no longer enough to just rely on the latest conversion tricks, “cookie-cutter” templates, or the classic “I saw so-and-so do this” marketing tactic…
The algorithm shifts by the second (what used to work no longer does), there’s a “hot” new social media platform on the scene every season (remember Clubhouse?), and technology is evolving faster than we can keep up (there are already hundreds of A.I. tools online as we speak)…
And while these trends, tools and tactics can offer you a temporary leg-up, they are not a shortcut to building a brand people TRUST…
They will continue to change forever, just like the weather. So how do you weather the storm?
CREATE YOR STAND-OUT STRATEGY
Your Brand Voice is so much more than a marketing trend or tactic. It’s so much more than just defining your mission, vision, and values…
It’s about crafting a message so captivating and an experience so incomparable that your customers come to you.
Even amongst the noise, your Brand Rally Cry will reverberate in the minds of your raving fans so much so that they will never even humor the idea of an alternative…
And when the winds of change inevitably blow, it becomes the eye of the storm – the quiet place of calm and clarity from which your marketing draws its power.
Your Brand Voice is the powerful stand-out strategy you need to stand out, sell out and effortlessly attract your dream customers.
In this first-of-its-kind Challenge, I’ll guide you step-by-step through my powerful Posse Eye framework: the 4 core storytelling and copywriting elements you need to craft a potent positioning strategy, evoke your Brand Voice and create messaging that will captivate your ideal audience, charm your customers and call in raving fans — effortlessly.
This is the same framework I used to go from anonymous copywriter to founder of a 7-figure brand in one year, build a community of over 300,000 raving fans in an overserved and oversaturated market, and be crowned Marketer of the Year in 2022.
Now it’s your turn…
4 WAYS THIS CHALLENGE WILL HELP YOU STAND OUT & SELL OUT
Gain Unshakeable Clarity & Conviction
Throughout this Challenge, you’ll get to the core of who you are and what you stand for. When you align your brand drives, beliefs, and values with those of your dream customer, you’ll gain unshakeable clarity and conviction that will deeply strengthen your marketing and messaging.
Become A Masterful Storyteller
Your brand story is the authenticity anchor that sets the tone for every single campaign you create in your business. During this Challenge, you’ll discover how to craft a captivating and relatable story that builds authority, creates trust and inspires irrational brand loyalty.
Identify Your Positioning Strategy
The Posse Eye is a step-by-step, customizable framework that you can immediately apply to your own brand and business. Watch as Alex showcases her proprietary process using real-life brands in a variety of niches and shows you how to create your own stand-out positioning strategy.
Discover Your Brand Rally Cry
Over the course of 5 days, you’ll uncover your unique Brand Rally Cry, the unifying call that will captivate your customers and rally raving fans. Plus – you’ll walk away with your own beautifully designed Brand Voice Guide that you can use to create powerful, consistent, and compelling marketing campaigns every single time.
HERE’S WHAT YOU’LL LEARN IN 5 DAYS
DAY 1 CONVICTION CODES
6 QUESTIONS THAT EVOKE YOUR POWER VALUES
Today, 89% of customers are loyal to brands that share their values and that only means one thing – it’s no longer enough to have the highest quality product or the cheapest price. If you want to stand out and rise above the noise, you’ve got to get crystal clear on who you are (really) and what you stand for. In this session, we’ll evoke your power values and unlock your conviction codes, the magnetic coordinates that call in your dream customers.
DAY 2 THE MENTOR’S MIRROR
BECOMING THE TRUSTED SOURCE YOUR CUSTOMERS SEEK
Mirror, mirror on the wall, who is the brand to rule them all? Now that you’ve identified who you are as a brand, it’s important to deeply understand who you serve. On day 2, you’ll identify your brand personality and the unique ways you reflect your values to the world. With the Mentor’s Mirror, you’ll find out how to emotionally connect with your customer’s core values, drives and desires to become the trusted source for the guidance they seek.
DAY 3 MESSAGINF HELIX
HOW TO CRAFT A BRAND MNA BEYOND COMPARE
On day 3 of the Challenge, I’ll help you identify your brand DNA – the stand-out positioning strategy that makes you different from any other brand out there. You’ll crystallize the most important messaging assets in any Brand Voice, unapologetically declare your mission and map out your action plan for total world domination. Take it from me, when you fight for what you believe in and fiercely serve your customers, it’s Mission Posse-ble.
DAY 4 STORY EMPIRE
3 STEPS TO BUILDING A POWERFUL ABRAND STORY
Your story is the window to your brand’s soul. It’s how your customers connect to you, rally behind you and stay with you. Every great brand has a powerful story – a domino effect of defining moments, scary pivots and late night “ahas!” that led you to where you are now… and future events, yet to happen, that will continue to guide your path as you build your empire. In this session, you’ll learn how to craft a deeply relatable brand story using our proven 3-part storytelling structure.
DAY 5 BRAND ALCHEMY
CONJURING A SPELLBINDING BRAND VOICE
Now that you’ve identified all 4 elements of your brand strategy, it’s time to look through the Posse Eye to discover your Brand Rally Cry. On day 5, you’ll learn how to conjure a spellbinding Brand Voice and craft the unifying call that will captivate your customers and rally raving fans. You’ll walk away with your very own Brand Voice Guide and discover the practical ways you can use it to bring clarity to your messaging and ignite your mission.
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