Secret Search Hacks to Find Out What Your Potential Students Really Want.

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Allan Foster
5 years ago
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1 Secret Search Hacks to Find Out What Your Potential Students Really Want. As a Course Builder, it can be frustrating to hunt down the problem language research you need so much. That s the nature of searches. They don t always take you where you want to go, even if you know the information is out there. But some people have no problem finding their problem language. Why is that? What do they know that you don t? It might be something as simple as how they think up their searches. Instead of using keyword searches, they search more like people talk. And this makes all the difference. Here are the steps one of our experts (and a fellow Course Builder) uses to hunt down her problem language. It s the Secret Sauce you ve been waiting for. Mirasee.com 1

2 Secret Search Hacks Step-by-Step. Step #1 Create your primary search phrase My students want to learn puppy with medical conditions Step #2 Substitute an alternative term to create your secondary search phrase Step #3 Get a baseline What alternative terms are sometimes substituted? Basic search, no quote marks Example: Housebreak 1. Go to your favorite search engine. 2. Copy/paste your phrase from Step #1. Do not add quotation marks around this phrase. 3. Hit enter and see what you get! 4. Now, try your same phrase, but substitute alternative terms. 5. Sometimes this step will instantly bring up great links full of people discussing their problems + what they want and can t get enough of. 6. But usually, you need to keep going! Mirasee.com 2

3 If you ve gathered enough problem language, stop HERE. If not, keep going, step-by-step, until you do. Step #4 Add real-world words to the end of your phrase. Let s call them Add-Ons + Use Quotation Marks for the Add-Ons! [Step #1 Phrase + Add-On ] Example Search Box 1: How to potty train a puppy with medical conditions forums Example Search Box 2: How to housebreak a puppy with medical conditions wits end See the 5 types of Add-Ons below: A E. A. Where Real Conversation Happens Reviews Comments Forum Group Help group B. Asking for Help I could really use some help Wits end Don t know what I d do I hate it I d love to I wish I could I ve been fighting for this for years I ve been searching I need to figure out I hate it Mirasee.com 3

4 C. Giving Advice So Relieved Watch out for You won t be disappointed I finally found My favorite is I always tell people you won t be disappointed D. Life Can Be Hard I m not alone It s hard Overwhelmed I m such a failure frustrated harder to do frustrated E. Life Can Be Fun This is so much fun Could be so good I didn t know I d ever be so Best ever I loved it I highly recommend it You won t be disappointed I had the best time You ll be amazed I never thought I would learn you ll be amazed If you ve gathered enough problem language, stop HERE. If not, keep going. Mirasee.com 4

5 Advanced Ninja Search Hacks, for when you need to pull out the big guns. What if you haven t found your Problem Language yet? Or maybe just not enough of it to work with? This next strategy for Add-Ons is a little more advanced, and it assumes you ve done some work identifying your audience, your perfect customer, and your niche. It assumes you really know your perfect student on a core level and understand how he or she thinks. If you haven t already done that, here are some resources to get you started. Customer Profile Template: Finding Your ONE Person Finding Your Ideal Customer Using the Value Quadrant Find and Define Your Niche (free download) Watch this video on the Power of Co-Creation with Your Audience. Mirasee.com 5

6 Step #5 Create Add-Ons from your Marketing Prep-Work! + Use Quotes! Audience Who is this for? Who will benefit? Beliefs Why do they want this? What do they believe this means to them? Why look beyond the first course they find? Message What is the underlying message, principle, truth, belief, or must-have? What s the bigger goal, reason, or state of being your student wants? Outcome What do they want to cause or create? What do they want to prevent? What s the new reality they want in their future? Internal Driver What s in it for them? Why do they care? What s their goal and why is it important? What can they no longer tolerate? Original Problem What s the inciting problem, need, or situation that kicked off the desire or need for the promised outcome or topic? Emotion What emotion are they feeling or are they afraid of feeling? What emotion do they want to feel? What about your topic do they hate? What makes them angry or sad? What are the emotional benefits gained or the negative emotions lost if they take your course or don t? The Reverse What is the reverse of what you offer? What condition exists or what happens if they don t take your course. What happens if they go with someone else s offer? What s their biggest fear? [ Audience ] new to owning a dog (or I ll do whatever it takes ) [ Beliefs ] need special insights ( this dog is different ) [ Message ] it s harder (or special dogs need extra help ) [ Outcome ] part of our family (or no more yelling ) [ Internal Driver ] keep my puppy (or tired of stepping in poop ) [ Original Problem ] peeing all over the house [ Emotion ] I hate it that I can t get my dog to stop peeing inside (or no chaos ) [ The Reverse ] what if I never get my puppy trained (or give my puppy up ) Mirasee.com 6

7 You did it! Congratulations on taking action and doing the footwork to align what people want with what you want to offer. This is crucial, if you want your offer to sell. So big high-five on that. You re way ahead of the game! Next step? Use this research into your Problem Language to help you create a course your students will line up for fast! Here s to your success! Mirasee.com 7

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