{"id":3934,"date":"2024-07-19T09:59:42","date_gmt":"2024-07-19T16:59:42","guid":{"rendered":"https:\/\/www.scot.fun\/damentals\/?p=3934"},"modified":"2024-07-22T07:49:48","modified_gmt":"2024-07-22T14:49:48","slug":"branding-shortcut-scot-nerys-sentinel-technique","status":"publish","type":"post","link":"https:\/\/www.scot.fun\/damentals\/branding-shortcut-scot-nerys-sentinel-technique\/","title":{"rendered":"Branding Shortcut : Scot Nery’s Sentinel Technique"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

My goal with marketing and curation is to have people say \u201cFuck yeah! This is made for me!\u201d So I don\u2019t play the numbers game. I play the quality and value game. I try to find the ideal customers that have a huge lifetime value so that when I get them, they show up, they love the experience, the evangelize it, and they give me lots of money. It\u2019s way more fun for me to hang out with fun people on my mission than people who bought a Groupon.  <\/p>\n\n\n\n

It works<\/h2>\n\n\n\n

We had great success with Scot Nery\u2019s Boobietrap when we started focussing our marketing and curation on one actual person. Our sentinel guards our treasure for us. They are our high value customer. I would write an email to my sentinel very specifically, then remove his name from the top of the email and send it out to 4000 people.<\/p>\n\n\n\n

I’ve shared this technique with lots of creatives and it has saved them a lot of time and made their work more enjoyable.<\/p>\n\n\n\n

\n

“Scot flipped a switch for me, and I immediately enjoyed doing the work that I used to hate!” \u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f Brad Barton<\/p>\n<\/blockquote>\n\n\n\n

Specific is universal<\/h2>\n\n\n\n

That\u2019s why I invented this Sentinel technique. Marketers often us demographics \/ psychographics which are very general. To get more specific, they\u2019ll use avatars (which are fictional characters). I find getting a real person is really instructive because I know exactly how to talk to them, I can empathize with them, and they have quirks that are important that I might otherwise overlook.<\/p>\n\n\n\n

Take Action : Start understanding<\/h2>\n\n\n\n

here’s a google sheet<\/a> it has examples. Fill it out now with your favorite customer<\/p>\n\n\n\n

\n
Copy this sheet \u25b6<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

My goal with marketing and curation is to have people say \u201cFuck yeah! This is made for me!\u201d So I don\u2019t play the numbers game. I play the quality and value game. 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We have content out the wazoo. There's plenty of it. We are actively trying to ignore all the content that doesn't suit us. It's a relief when someone helps us ignore and feeds us a simplified content stream. When someone steps up and says, \"This\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/pexels-anna-shvets-5218010.jpg?fit=1200%2C751&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/pexels-anna-shvets-5218010.jpg?fit=1200%2C751&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/pexels-anna-shvets-5218010.jpg?fit=1200%2C751&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/pexels-anna-shvets-5218010.jpg?fit=1200%2C751&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/10\/pexels-anna-shvets-5218010.jpg?fit=1200%2C751&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3469,"url":"https:\/\/www.scot.fun\/damentals\/lets-have-conflict\/","url_meta":{"origin":3934,"position":1},"title":"Let’s Have Conflict","author":"scot","date":"November 11, 2022","format":false,"excerpt":"If they don\u2019t stand for something, they will fall for anything Alexander Hamilton We can go along with whatever's there. We can choose to not setup boundaries and make whatever's easiest happen... But this is the opposite of a job of a curator. A curator is a trusted filter. The\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/conf.jpg?fit=1200%2C802&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/conf.jpg?fit=1200%2C802&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/conf.jpg?fit=1200%2C802&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/conf.jpg?fit=1200%2C802&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/conf.jpg?fit=1200%2C802&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1982,"url":"https:\/\/www.scot.fun\/damentals\/scot-nerys-boobietrap\/","url_meta":{"origin":3934,"position":2},"title":"Scot Nery’s Boobietrap","author":"scot","date":"November 16, 2020","format":false,"excerpt":"It's the #1 show in Los Angeles on Trip Advisor\"Best of L.A.\" in L.A. Weekly\"Best of L.A.\" in Los Angeles Magazine From May 2015 to March 2020, Scot Nery's Boobietrap ran every Wednesday uninterrupted for 254 weeks in a row. It was a meeting place and showcase for some of\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/11\/boobie.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/11\/boobie.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/11\/boobie.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/11\/boobie.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/11\/boobie.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4154,"url":"https:\/\/www.scot.fun\/damentals\/find-the-sentinel\/","url_meta":{"origin":3934,"position":3},"title":"Find the sentinel","author":"scot","date":"August 20, 2024","format":false,"excerpt":"I have this sentinel technique. Pick a past customer that's high value (beloved) Serve them People think i mean make marketing for similar people. I think it's easier to just make stuff for them. Sometimes it takes a little imagination and a ton of empathy. I really mean serve that\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2024\/08\/blog2-1.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3817,"url":"https:\/\/www.scot.fun\/damentals\/show-value-with-case-studies\/","url_meta":{"origin":3934,"position":4},"title":"Show Value with Case Studies","author":"scot","date":"September 25, 2023","format":false,"excerpt":"Case studies are a way of showing that we solve problems successfully. This is especially useful when we do different stuff for different clients. They are objective proof that we have value. Part 1: Set up the Situation In this first part, we're essentially introducing the scenario. We set the\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2023\/09\/case.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2023\/09\/case.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2023\/09\/case.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2023\/09\/case.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2023\/09\/case.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":940,"url":"https:\/\/www.scot.fun\/damentals\/fun-has-no-value\/","url_meta":{"origin":3934,"position":5},"title":"Fun has no value","author":"scot","date":"June 14, 2020","format":false,"excerpt":"I wrote this blog thing in 2012 (was I even born then?) and most of it still holds up. It's about ways that the comedy industry loses value. I was pretty agressive in there. I was apocalyptic. I don't feel that way anymore. 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