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Complete Marketing Masterclass #2 | Belief Framework

Session 2: Understanding, Changing, and Developing Consumer Belief. The core of modern marketing, digital marketing,...

Created byBrian Bozarth, M.A. Marketing

Last updated 6/2023

English

English [Auto],

What you'll learn

You'll be able to understand modern marketing, spread your ideas and gain empathy for those you seek to serve.
Lead a marketing team
Oversee marketing strategy
Understand the modern and essential elements of marketing.
Implement a strategic marketing playbook for your organization.
Outline full-funnel marketing campaigns for the entire year.

Course content

10 sections • 41 lectures • 3h 32m total length

Introduction to the Course3:12
Introduction
Welcome to Session 21:05
SESSION 2 HOMEWORK LINK

Rule 1: Everybody has Beliefs7:09
Apply the belief framework to reveal how every product triggers beliefs across stages, from unknown to research, including the Zero Moment of Truth.
Rule 2: Belief is a Strong Motivator7:42
Rule 3: Belief Preceeds Behavior5:34
Belief precedes behavior; address beliefs to influence actions, and understand involvement and five risk types—financial, performance, physical, social, psychological—to guide decisions.
Rule 4: All Beliefs can be Developed2:10
Develop beliefs by embracing new information and input that shift understanding. Identify real problems and offer practical solutions, like heated steering wheels, to plant new beliefs in customers.
Rule 5: Beliefs can be Measured4:18

Principle 1: Act Like a Mentor6:27
Act like a mentor to build trust by leading, guiding, and supporting customers with reliable, respectful, and real brand behavior in the age of authenticity.
Definition of Mentorship4:16
A Mentor is Other-Centered3:08
Center the mentor on the mentee, becoming a trusted advisor who puts the customer first and crafts a win-win narrative that focuses on the customer's needs.
A Mentor is Authentic5:07
A Mentor is Empathetic4:28
Practice empathy as a brand mindset by putting yourself in your customer's shoes, sharing their pain, and building trust through authentic, curiosity-driven dialogue.
A Mentor is an Authority4:42
Position your brand as a trusted mentor by demonstrating expertise, authority, and trustworthiness. Use research, testimonials, social proof, statistics, and audience-centric competence to guide buyers through the belief framework.
A Mentor is Committed4:50

Principle 2: Your Customer is Human2:18
Identify real human customers with wants, needs, and pain points, center authentic relationships, and group them into a few manageable personas to guide targeted marketing.
Introduction to Personas6:00
Explore how personas fuse qualitative and quantitative data into semi-fictional archetypes to segment audiences, tailor marketing, and avoid the false consensus effect, with updates every 6–12 months.
HOMEWORK: DEFINING YOUR TARGET MARKET2:49
Elements of a Good Persona8:17
Telling Your Persona's Story6:17
HOMEWORK: PERSONAS5:15
Build your personas by naming profiles, detailing demographics, motivations, goals, and shopping habits, and define two to three personas with their watering holes to refine marketing over time.

Principle 3: Identify and Establish the Need8:12
Identify a singular, clearly defined need your brand solves, establish the gap between current and ideal state, and define and prioritize the need so your product addresses it.
Defining Consumer Needs6:07
Explore the four consumer needs—stated, actual, unstated, and moral—and learn to tailor messaging to address the real motivations behind purchases, improving customer satisfaction.
Discovering Your Genuine Contribution11:35
Create or Satisfy Needs?3:31
HOMEWORK: IDENTIFY AND ESTABLISH THE NEED3:55
Identify one customer need per persona for the four boxes: stated, actual, unstated, and moral needs, detailing the product’s solution. Brainstorm with your team to validate these needs.

Principle 4: You Have the Solution4:26
Identify a need aligned solution for your audience and show how you provide it across the tofu, MOFO, and Beaufort stages.
Journey Specific Solutions9:27
HOMEWORK: ESTABLISHING THE SOLUTION4:01
Brainstorm one primary need per persona and define a specific solution in the six-box worksheet, then map life with and without your product using value-based and fear-based outcomes.
Content Types per Stage7:47
HOMEWORK: DEFINING THE BUYING PROCESS2:34

Principle 5: People Respond to Direction5:02
Deliver clear direction through a simple, customer-centric three-step journey that guides engagement to action. Use focused calls to action to reduce confusion and prevent cognitive overload.
Ad & Brand Exposure4:32
Two Types of Actions5:56
Identify two types of actions in marketing: nurturing actions that prepare buyers and decision making calls to action that prompt purchases along the buyer journey.
Creating the Belief Framework2:48
Create a belief framework by defining the belief, a specific buyer persona, and social proof for each buying stage, guiding tailored stories and content.
HOMEWORK: THE BELIEF FRAMEWORK9:49

Requirements

Do you care about the change you seek to make?
If you're trying to grow a business, change minds or impact our culture, marketing is what you do. And that's all you need for this course... the desire to make something happen.
No experience or audience required.
Desire to learn marketing leadership strategies
Suitable for all types of businesses (physical or digital product, service, B2B, B2C, and nonprofit).

Description

Our live Marketing Leadership Workshop is now available online!

Too many people know WHAT to do in marketing but they don't know WHY they are doing it!

Does this sound familiar? Anyone can learn how to post to social, write a blog post, or learn what SEO is, but quantity is not what works. What works are people who actually know WHY and WHEN certain marketing activities work.

That's the purpose of this course. By the end, you will have developed an actual marketing strategy, your own personal marketing playbook, that will guide you and your brand into the right marketing activity.

Think about it - no more guessing or assuming. You will be able to inform others and act personally based on the correct information!

Three reasons to TAKE THIS COURSE right now!

You get lifetime access to lectures, including new lectures every month (content is added/updated constantly).
You can ask me questions and see me respond to every single one of them thoughtfully!
What you will learn in this course is original, tested, and very detailed! It comes from years of graduate-level education and 20+ of marketing leadership experience across dozens of industries.

There are plenty of people who can teach you shortcuts and fast tactics.

This is a course for people who are truly willing to understand instead. A course for people who would rather do it right than hustle and hassle people. Once you work your way through nearly 200 lessons, your strategy will become more clear, your empathy will deepen and you'll begin to see the market as it is, instead of merely wishing it to be what you want.

★★★★★ "This is the best marketing innovation I have seen in years." - Ignacio Agacevic

The Marketing Leadership Masterclass is split into 6 different online sessions, each focusing on a different aspect of marketing leadership.

In Session 2 we will focus on The Belief Framework.

The Belief Framework is really the core, the foundation that pulls all the other sessions together.

In modern marketing, we must come to an understanding that different people have different beliefs at different stages of the buying process. Some beliefs need to be exposed while other beliefs need to be nurtured or changed or directed, because, belief is one of the strongest motivators consumers have.

At the completion of this session, you will have developed your own Belief Framework based on your personas that you can immediately implement across all your marketing efforts.

What are the requirements?

No experience or audience required.
Suitable for all types of businesses (digital product, physical product, service, B2B, B2C).

Why take this Course?

Become a Leader - Learn how to think & act like a strategic marketing leader.
Modern Marketing - The world of marketing is in constant flux. Don’t get left behind.
“Why” of Marketing - Learn the “Why” of marketing rather than just the “How.”

What am I going to get from this course?

Practical theory - Great marketers and great entrepreneurs are great learners. We’ll cover the theory that you need to understand to drive your own Demand Gen program.
Hands on - Throughout the course, we give you multiple opportunities to slow down and apply what you have learned by building out the real-world plan that your company needs.
Peer Learning - Your instructors are peers, start-up founders and fellow marketers with decades of tangible experience in every stage and level of an organization.

What is the Target Audience?

Business Owners - Increase your business revenue, sales pipeline, and ROI by building out transformative demand generation programs that actually work.
Startups - Leverage proven marketing processes and practices to establish and increase your user-base and business revenue.
Marketers - Increase your current marketing knowledge by learning the most effective tactics, best practices, and processes.

Go from Beginner to Advanced

No matter what level of marketer you are, you will go from beginner to advanced marketing leader as we walk you through building your own model.

All the strategies, tips and tools recommended are either included, free or very cost effective.

You'll also get:

✔ Lifetime Access to The Course

✔ Fast & Friendly Support in the Q&A section

✔ Udemy Certificate of Completion Ready for Download

✔ A 30 Day "No Questions Asked" Money Back Guarantee!

Who this course is for:

Early-Stage Founder
Marketing Specialists
Marketing Leaders
Business Professionals
Anyone wishing to upskill
Marketing Managers
Digital Marketers

Complete Marketing Masterclass #2 | Belief Framework

What you'll learn

Explore related topics

Course content

Introduction3 lectures • 4min

The Belief Framework1 lecture • 12min

Rules of Belief5 lectures • 27min

The Belief Framework1 lecture • 3min

Principle 1: Act Like a Mentor7 lectures • 33min

Principle 2: Your Customer is Human6 lectures • 31min

Principle 3: Identify and Establish the Need5 lectures • 33min

Principle 4: You Have the Solution5 lectures • 28min

Principle 5: People Respond to Direction5 lectures • 28min

Important Tensions3 lectures • 13min

Requirements

Description

Who this course is for: