5 Advanced Marketing Frameworks for Solopreneurs in 2023

AARRR Funnel and Persona Frameworks are a good start.

But sometimes, you need more sophisticated mental models to grow faster.

Here are my favorite 5 marketing frameworks for Startup Founders in 2023.

1. The Empathy Map

Use the Empathy Map to build a deep understanding of the “why” behind user needs and wants.

Assemble all your current knowledge about the target audience of your product. Then, fill in the empathy map from the customer’s side.

[Created by Dave Gray]

How it works

1. Think and feel

Focus on what a user is thinking and the user’s emotional state.

Think about what matters to the user and what is on their mind. How do they feel about it?

Apart from “Say” and “Do” try to understand why the users might be hesitant to share these thoughts or feelings.

2. See and hear

Focus on the user’s context.

List here social media, websites, and magazines that your users follow.

What influencers do your users listen to?

What do their friends and family say?

3. Say

Place here quotes from interviews if you had any.

It might feature statements like “I need something fast” or “I’m not sure where to go from here.”

Try to focus on what “language” your users use. It’s important because your product needs to speak in the same language.

4. Do

This quadrant captures what the user physically does and how they do it.

What actions does the user take, and how do they take them?

Try to list their behavioral patterns. For example, “searches for back button frequently. Lists pros and cons. Searches for competitors before making a decision.”

5. Pains

Your product aims to solve a problem that customers have.

While solving the problem, your target audience experiences negative emotions.

It could be due to outdated technology, social awkwardness, and low impact/effort ratio.

These pains usually stop a lot of customers from solving their problems.

6. Gains

Your customers solve their problems for a reason. And that’s what Gains are all about.

Determine positive outcomes which excite and delight your target audience.

Don’t list the opposite of Pains. Instead, go beyond and find out why your customers want to solve this problem.

Example

Next steps

2. PAIPS Framework

The PAIPS Framework is an upgraded version of the AIDA Framework for copywriting. Use it to sell more.

[Created by Justin Welsh]

How it works

1. Pain

Start with something painful for your target audience.

Problems grab attention quickly. You need to pick the relevant one.

Focus on problems that spark emotions: joy, anger, curiosity.

2. Agitate

Now make it more painful. For instance, provide examples and magnify the consequences.

We are not trying to intimidate users. Instead, grab their attention for the next few minutes.

It’s important to know when to stop.

3. Intrigue

It’s time to spark the interest.

Don’t name the solution right away; instead, tease it. For example, you can make an analogy, provide an alternative approach, and share stats.

At this point, users should want to find out more.

4. Positive future

Let’s amplify the desire. We want users to imagine their future when the problem is solved.

Focus on how users will feel and how their life will change.

If this step is done right, they already want your product without even reading about it.

5. Solution

Help users to make the correct CTA.

Make your product the next best step after reading this piece of content. But, again, keep it short and straightforward.

Try to embed a free product if your audience is not ready to buy the main one.

Example

Next steps

3. STEPPS

Use the STEPPS framework to create content and products that people would love to share. Unlock word of mouth to grow faster.

You can use any of the steps in the framework, but it’s most impactful if you combine them.

[Created by Jonah Berger]

How it works

1. Social Currency

People want to stand out and feel special.

So, let’s treat the information they share as a social currency.

Think about your audience — who are they trying to impress? What content would they love to share with their family, friends, and colleagues?

2. Triggers

You should have hooks that keep your product “top-of-mind” and “tip-of-tongue”.

The Hook Framework can help to choose the right ones.

3. Emotions

Emotions are powerful. Spark them with your content and product.

One great way to get to the underlying emotion is to focus on the 3 Whys. Keep asking Why at least three times to get to the underlying core of why people would share.

Once you find out, use it!

4. Public Value

Make it easy for people to share that they are using your product.

People trust people more than brands. So help your customers to promote you.

Make the process native. People don’t like to promote things by command.

5. Practical Value

People want to be helpful with the information they share.

Content which has practical value should be relevant and full of information.

What can we provide or create to allow our existing members to highlight their engagement with us?

6. Stories

Great storytelling is the key to excellent content marketing.

Make your audience the story's hero, and they will re-tell it repeatedly.

Example

Next steps

4. Growth Loops

The Growth Loop framework leverages the compound effect to grow faster. It shows how each new user can help you acquire more users.

Growth Loops are an excellent update for classical marketing funnels.

[Created by Reforge]

How it works

1. New User

People start using the product.

They discover it through Google, Organic virality, or Referral programs.

2. Action

Users perform some actions and get value from the product.

It’s usually the core functionality of the product. The more straightforward for users to make this step, the better.

3. Output

Users’ actions create an output that can be invested in acquiring new users.

It can either directly invite new users to the product or enhance current marketing channels.

The Growth loop starts again for the new cohort of users.

Example

Next steps

5. Selling Transformation

The Selling Transformation framework supercharges the regular value proposition to make it more appealing to users. It increases the chances of being seen and heard.

It consists of the transformation, reasons to start, and channels to sell it.

[Created by Dan Kulkov]

How it works

1. Transformation

This is your Jobs-to-be-done.

Your product promises users a bright future, a transformation from their current situation.

It should always be about the user and have a positive direction. This is necessary to make it more desirable.

2. Reasons to start the transformation

Not every user understands the value of your offer. Some of them don’t even know they should care about it.

You can persuade undecided users by highlighting different reasons to start the transformation. There are three types of reasons:

• Rational — facts and statistics
• Emotional — desired emotional state
• Social — role model or community belonging

3. Channels to sell the transformation

You need to sell the transformation in multiple marketing channels. Because each channel is different in users’ eyes.

You need to repeat your positioning. But in a way that doesn’t bore users.

There are three types of channels.

• Rational — free part of the product
• Emotional — emotional connection with a person
• Social — social proof from other customers

Example

Next steps

Conclusion

Marketing Frameworks are outstanding time-savers.

Use them to solve problems and plan execution. Grow your business with clarity.