Avatars
Cadence · quarterlyUpdated · 2026-05-19populating
Avatars — Miles Mortensen (ISOM)
Deep ICP data: who Miles is marketing to. Demographic + psychographic + behavioural + named personas. This is the single most-mined section of the dossier — it feeds every offer, every page, every ad, every email.
Purpose
The audience research that makes copy specific instead of generic. Captures who the buyer is, what they want, what they fear, what language they use, and what they've already tried.
How to populate
Sources mined for this v1:
- Miles's own audience analysis (55 sales call recordings put through Claude for thematic extraction)
- ISOM Product Ecosystem doc (audience, personas, sales call analysis, language mining)
- ISOM Community Offer brain dump (ICP, transformation framing, brand thesis)
- Miles-Mortensen wiki page (engagement context, brand voice from 2026-03-30 call)
Provenance note: Miles did substantial audience research himself before GrowthOpX engagement. The 55-call analysis is exceptional source material and is treated as canonical. Frequency counts in this doc come directly from that analysis.
Update: quarterly. Next checkpoint: 2026-08-19. Trigger an off-cycle review if a new batch of sales calls lands (Miles records ongoing) or if a survey is run.
1. Demographic Profile
| Field | Detail | Source |
|---|---|---|
| Age range | 25-50, peak 35-42 ("now or never" sentiment cluster) | 55-call analysis |
| Gender | ~80% female (47/55), ~20% male. Miles wants to push more toward male (counter-stereotype angle: heavy metal + gym + yoga) | 55-call analysis + 2026-03-10 strategy call |
| Income level | Middle to upper-middle. Investing in professional development and personal growth. Comfortable with $99/m subscription and high-ticket coaching at £400-£1,600 | 55-call analysis |
| Geographic location | English-speaking Western markets: UK, US, Australia, Canada. Global distribution. Miles based in Bali; previously London 14 years, originally Australian | 55-call analysis + miles-mortensen client doc |
| Family / life stage | Mixed: young professionals, healthcare workers, corporates, creatives, yoga teachers, parents (post-pregnancy "gift to self" is a recurring trigger) | 55-call analysis |
| Occupation | Yoga teachers (heavy concentration — 33% of buyers, 100% of teacher segment), healthcare, corporate professionals, creatives, mixed | 55-call analysis |
| Education level | University-educated, comfortable with technical content. Many are CPD-investing for credential renewal | 55-call analysis |
| Living situation | Mixed — urban/suburban. Most train at home or in local studios | 55-call analysis |
| Tech savviness | Digitally native, IG-native. Active on Instagram, some YouTube and TikTok. Comfortable buying via Stripe / Stan Store on mobile | Inferred from platform footprint |
| Spending habits | Will pay premium for quality. Research before buying. Resist subscriptions if multiple already exist. Pay £100+ per physio visit so a one-time programme reads as affordable | 55-call analysis + Miles competitor pricing notes |
2. Psychographic Profile
| Field | Detail | Source |
|---|---|---|
| Core values | Mastery, growth, authenticity, structure, self-discipline, mind-body integration. Identity built on practice consistency, not just outcomes | 55-call analysis + Community Offer doc |
| Beliefs about category | Generic mobility content doesn't work for advanced practitioners. Workshops give exposure not mastery. Free YouTube content is fragmented and overwhelming. Personal injury experience common (shoulders, hamstrings, backs) | 55-call analysis |
| Self-identity | "I'm a serious yoga practitioner. I take my body seriously. My practice is non-negotiable. I'm doing the inner work." Among teachers: "I should be able to demo what I teach" | 55-call analysis |
| Aspirational identity | The practitioner who has structure, mastery, and confidence. Inverting in a flow, freestanding handstands, controlled pincha. For teachers: the teacher who teaches from lived experience. For empowerment seekers: "I can do hard things." For all: "Yoga is the vehicle, human development is the destination" | Miles's own articulation (2026-03-30 call) + Community Offer doc |
| Primary motivations | Break through plateau. Achieve freestanding inversions (handstand, pincha). Feel confident and capable in body. Teach with authenticity (teacher segment). Use inversions for personal growth, healing, post-trauma reclamation. Advance to master-level skills (pike press, shapes, transitions) | 55-call analysis (4 motivation clusters) |
| Fear triggers | Career-ending injury. Plateau forever ("maybe this is my ceiling"). Imposter syndrome (teachers). Fear of falling / re-injury (especially post-trauma). Letting students down (teachers). "Maybe I'm not cut out for the elite level" | 55-call analysis Sections 3, 4 |
| Status indicators | Holding a freestanding handstand. Teaching advanced asanas with confidence. Travel for international training / retreats. Affiliation with respected teachers / lineages. Body composition (lean, mobile, strong) | Inferred + Community Offer doc |
| Lifestyle and interests | Practice 2-5 sessions per week (most common: 2-3x). Health-conscious eating. Travel for retreats / training. Active on Instagram. Often combine yoga with strength training (gym). Read about embodiment, mindfulness, nervous system regulation | 55-call analysis |
| Information sources | Instagram (dominant), YouTube for deep dives, peer recommendations from yoga community, teacher-training lineages. Mary's Yoga Anatomy, Tom Myers, Yoga Anatomy Academy, Yoga With Adriene are reference voices | Inferred from comparable creator audiences |
| Buying behaviour | Research extensively before buying. Watch creator for weeks/months. Buy when a specific pain meets a specific moment of trust. Mobile checkout, Stripe expected. Will buy multiple programmes from someone whose first programme delivered | Inferred + 55-call patterns |
| Brand relationships | Loyal to creators not platforms. Will buy 3+ products from the same person if first delivered. Switch off fast on creators pushing AI fluff, generic celebrity content, or aggressive upsells | Inferred from creator-economy buying patterns |
3. Pain Points (4-Layer Model)
Surface problem → Functional problem → Emotional problem → Identity problem. Frequencies from the 55-call analysis.
| # | Surface | Functional | Emotional | Identity | Source |
|---|---|---|---|---|---|
| 1 | "I have no clear plan or structure" (76%, 42/55) | Stitching content from YouTube / Instagram / multiple teachers with no progression, deload, or sequencing | Frustration, overwhelm, "scattered" | "I'm not the kind of practitioner who has my act together" | 55-call analysis |
| 2 | "I'm stuck on a plateau / haven't progressed in 1-3 years" (69%, 38/55) | Consistent effort but no breakthrough. "Sometimes I get it, sometimes I don't." Inconsistent holds, can kick up but can't sustain | Defeat, self-doubt, hopelessness | "Maybe this is my ceiling. Maybe I'm not cut out for this" | 55-call analysis |
| 3 | "I'm afraid to come off the wall / I'm scared of falling" (56%, 31/55) | Mental block around freestanding work. Type 1: past injury fear (8). Type 2: general fear without incident (15). Type 3: fear of falling on others (4) | Anxiety, shame, "I'm broken" | "I'm the fearful one. I'll never be the practitioner who flows" | 55-call analysis |
| 4 | "Workshops don't help, physio gave me three exercises" (53% lack of personalised feedback, 29/55) | Generic interventions, no integration with their practice, no progression beyond acute phase | Resignation, "no one understands my body" | "I'm not someone who can be helped by these systems" | 55-call analysis |
| 5 | "I'm a teacher and I can't demo what I teach" (33% overall, 100% of teachers, 18/18) | Trained at 200hr or 300hr but YTT didn't cover advanced postures. Students ask for handstand workshops; teacher deflects | Imposter syndrome, professional fraud, shame | "I'm a fraud. My students deserve someone real" | 55-call analysis |
| 6 | "I have a banana back / hypermobile / can't find core" (22%, 12/55) | Hypermobility + lack of core control → unstable shapes, back compression | Frustration, "my body works against me" | "Even my body is wrong for this" | 55-call analysis |
| 7 | "I'm too old to start this seriously" (15%, 8/55, ages 38-45) | Belief age is a structural barrier (it isn't — older practitioners often excel) | Regret, lost-time grief | "I missed my window. I should have done this 10 years ago" | 55-call analysis |
| 8 | "I'll never make it because I'm not flexible / strong enough" (catch-all) | Belief inversions require "natural" body type | Pre-emptive defeat | "This is for other people, not me" | 55-call analysis |
4. Desired Outcomes
| # | Desired Outcome | Tangible (What it looks like) | Emotional (How it feels) | Source |
|---|---|---|---|---|
| 1 | Control and consistency in inversions (85%, 47/55) | Controlled entry into handstand. Consistent 30-second hold. Repeatable across weeks. Not relying on luck | Confidence, mastery, ownership of body | 55-call analysis |
| 2 | Confidence and empowerment (80%, 44/55) | Feeling strong. Conquering fear. Proving to self that "I can do hard things" | Pride, agency, self-worth | 55-call analysis |
| 3 | Teaching authenticity (42% overall, 100% of teachers, 23/55) | Demoing handstand in class. Workshop-leading without deflection. Train the eye for student adjustments | Professional pride, credibility | 55-call analysis |
| 4 | Break through the plateau | Specific named skill achievements: 10-second handstand → 30s → 60s. Pincha away from wall. Press to handstand. Pike press | Breakthrough relief, validation of years of effort | 55-call analysis |
| 5 | Advanced skills (10-15%, 7/55) | Pike press, straddle press, one-arm work, transitions, clean shapes | "Master-level," progression beyond holds | 55-call analysis |
| 6 | Heal past injury or trauma (20%, 11/55) | Returning to inversions post-pregnancy, post-divorce, post-shoulder injury. Reclaiming body trust | Empowerment, "I'm back," resolution | 55-call analysis (Empowerment Seeker segment) |
| 7 | Time-efficient progress (10-15%, 7/55) | Maximum results in minimum time. ROI on training hours | Validation, "I'm not wasting my time" | 55-call analysis (Systematic Professional segment) |
| 8 | Reach physical potential | "Find out what I'm capable of." Discover the upper limit of the body | Curiosity, self-discovery | Miles's own framing + Community Offer doc |
| 9 | Mind-body integration | Use the physical practice as a vehicle for inner work. Improved journal entries, mood, sense of self | Wholeness, alignment | Customer quotes captured by Miles |
5. Purchase Objections
Voiced (what they say out loud)
| # | Objection | Real concern | How to address | Frequency |
|---|---|---|---|---|
| 1 | "Financial timing / can't afford it right now" | Student budget, unexpected expenses, partner approval needed, current commitments | Payment plans. Hold deposits. Frame as career/health investment vs cost of physio. Monthly breakdown | 25% (14/55) |
| 2 | "I don't have time / travel schedule too intense" | Genuine schedule pressure, new job, travel | 30-day pause. Maintenance mode. Flexible training days. "Fits YOUR schedule." "45 mins x 3 per week" | 20% (11/55) |
| 3 | "I can find this on YouTube for free" | Free content is fragmented but feels comprehensive | "You don't have an information problem. You have a personalisation problem" | 21/55 mention (38%) |
| 4 | "Online can't be as good as in-person" | Need hands-on adjustments, doubt about video feedback | "Online solves consistency. 5 months structured > occasional in-person." Video feedback reviewable | 9% (5/55) |
| 5 | "5 months is a long commitment" | Wants faster, doubts commitment | "5 months is the shortcut. The alternative is 2-3 more years of frustration" | 7% (4/55) |
| 6 | "Workshops should be enough" | Has tried workshops, didn't stick | "Workshops plant seeds. Coaching grows them into trees" | 58% (32/55) |
| 7 | "I'm not ready / I need to get stronger first" | Self-disqualification | "You likely have more strength than you think. What's missing is strength in the RIGHT places" | 33% (18/55) |
Hidden (unspoken fears)
| # | Hidden fear | How it shows up | How to address indirectly |
|---|---|---|---|
| 1 | "What if I'm not capable of this?" | Stalls on checkout. Searches for tougher-case testimonials. Vague "is this for me" questions | Show wide range of bodies and starting points. Frame Daniel-quality assessment as discovering capability, not gating |
| 2 | "If I buy this and it doesn't work I'll feel stupid" | Adds to cart, leaves. Asks friends. Re-reads reviews | Risk reversal. Free LM proves quality. Welcome sequence orients them so they feel guided not abandoned |
| 3 | "I'm embarrassed I don't already know this" (especially teachers) | Won't ask in team chat or post questions. Saves dozens of Reels silently | "Even active Volleyroos / national-team players had to learn this from a credentialed coach." Joining the inside, not admitting deficit |
| 4 | "My coach / community will think I'm soft for buying mobility content" | Runs sessions in private. Hides programme from teammates. Worries about losing rotation minutes | Frame as performance edge, not soft-bias. "What serious practitioners do behind closed doors" |
| 5 | "What if this is another piece of content I never run?" | Already has a folder of saved Reels, half-finished programmes, downloaded PDFs | Welcome sequence built around behaviour activation. Email 1 = "do Move 1 today, 8 mins max." First action smaller than expected |
| 6 | "I'm secretly past the point where this can help" | Hesitates after exercise descriptions. Reads testimonials looking for worse cases than their own | Reframe as load-management + prevention + recovery, not just rehab. Show the range Daniel has built for |
6. Emotional Triggers
The drivers that move this buyer from "interested" to "buying."
| # | Trigger | How it works | How to use in messaging |
|---|---|---|---|
| 1 | Authority (active credibility) | Miles as active practitioner + international traveling teacher pairs with credentialed coach (future Daniel-equivalent). Avoids "retired pro recycling" trap | Lead with Miles's current practice and ongoing teaching. Pair with any credentialed coaching partner |
| 2 | Identity aspiration (career longevity) | Practitioners want to be the 50-year-old still inverting, not the 35-year-old in rehab | "Build a body that lasts." "Practice that grows with you, not against you" |
| 3 | Fear of loss (career / capability) | The line between current frustration and "giving up" is closer than outsiders realise. Threat of crossing it is deepest driver | Honest copy: "If you keep going as is, here's what year 3 looks like." Pair with the offer as the prevention path |
| 4 | Social currency (insider status) | Buyers want to be the one who trained with Miles. Status marker inside teacher / practitioner networks | UGC, testimonials, community visibility. "I trained with Miles" tag stitches |
| 5 | Relief (end of searching) | Buyer has bounced across multiple creators, apps, workshops trying to stitch a system. Relief fires when they realise they can stop searching | "Stop saving reels, start running the system." "The last programme you'll buy this year" |
| 6 | FOMO (selection / camp windows) | For teacher / advanced segment, retreats, trainings, and certifications are calendar-locked. Missed weeks are real cost | Tie campaigns to real-world dates: certification deadlines, retreat windows, season starts |
| 7 | Belonging (cohort identity) | Aspiring practitioners often isolated locally. Cohort of buyers chasing the same skill creates real community | Position as a founding cohort. Use names and faces. Discord / live calls |
| 8 | Instant gratification (first-week win) | Mobility work on chronically tight shoulders / hips delivers a noticeable gain inside session 1. That fast win flips believer | Promise a felt difference inside 7 days, not generic 6-week framing |
| 9 | Validation (right choice for me) | Buyer carries dual guilt: lazy if I don't, soft if I do | "This is what serious practitioners are already doing." Permission, not pressure |
| 10 | Frustration reversal (no equipment) | Practitioners on the road or without gym access have constant frustration of programmes they can't do | "Body, mat, wall. Twenty minutes. Anywhere" |
7. Language & Voice
Pulled directly from the 55-call analysis. These frequencies are gold — use the high-frequency phrases verbatim in copy.
Words they use
"Stuck" family (47 mentions total):
- feeling stuck (18), hit a plateau (12), progress has stagnated (11), can't break through (6)
"No direction" family (38 mentions):
- lack a clear map (8), don't know what to work on (15), no structure (12), need specific tweaks (3)
"Fear" family (52 mentions):
- afraid of falling (23), fear holds me back (11), scared to practice without wall (8), paralysed by fear (4)
"Luck not skill" family (14 mentions):
- relies on luck (5), fluking it (4), sometimes I get it sometimes I don't (3)
"Missing something" family (29 mentions):
- something is missing (11), I'm close but... (9), there's a gap (5)
"Control" family (63 mentions):
- controlled entry (21), full control (18), controlled movement (12), not just fluking it (7)
"Confidence" family (71 mentions):
- gain confidence (34), trust in my body (12), believe I can do it (11), confidently demo (8), feel authentic (6)
"Solid / stable" family (42 mentions):
- solid straight line (15), stable hold (14), lock in (8), consistent handstand (5)
"The click / breakthrough" (19 mentions):
- make it click (8), breakthrough moment (5), finally something happened (3)
Empowerment language (56 mentions):
- feel strong (21), feel empowered (12), prove to myself (11), feel superhuman (4), feel invincible (3)
Flow state language (24 mentions):
- world stands still (5), completely present (8), find peace (4), meditation (4)
Phrases that resonate (verbatim from buyers)
- "I want my spike arm back" / "I want my handstand back"
- "More than just yoga"
- "Yoga is the vehicle, the destination is human development"
- "I've never felt stronger in my life"
- "Find out what I'm capable of"
- "I want to feel like myself again"
- "Have a practice I'm proud of"
- "I want to be 50 and still inverting, not 35 and in rehab"
Tone they respond to
Honest, practitioner-to-practitioner, low-bullshit. Direct without aggressive. Confident not arrogant. Speaks like a teacher who's also a peer, not a guru. Names pain by its real name ("stuck," "scared to come off the wall") not clinical jargon. Australian directness reads as more grounded than US-coach voice.
Words that turn them off
guaranteed, miracle, revolutionary, elite (used loosely), unlock, hack, secret, proven (without proof), insane gains, transform your practice, biohack, longevity stack, optimise, 10X, the world's best, life-changing in 7 days, alpha, grind
How they describe problems
"My shoulder is killing me." "I can't lift past my ear." "Cant sleep on that side." "Hot all the way through." "Locked up." "Cant get my elbow up." "Going to the physio again." "Every season the same." "I'm stuck." "I've plateaued."
How they describe success
"Felt better straight away." "Feels lighter." "Spike is back / handstand is back." "Hot through the third set / hot through the whole flow." "Recovered between sessions." "Felt strong at camp." "Held up under load." "Body just feels like it is mine again."
Hashtags & trends
#yoga #yogateacher #handstand #inversion #yogaeveryday #yogainspiration #yogalife #pinchamayurasana #adhomukhavrksasana #yogaprogression #flexibilityjourney #strengthtraining #yogaforathletes
Content they engage with
Practice vlogs, technique breakdowns in slow-mo, "what I do before every practice" routines, behind-the-scenes from teaching retreats, day-in-the-life of active teachers, transformation reels (before-after), 60-second testimonial clips with named results, coach voice-over with practitioner demo, philosophical / mind-body crossover content.
8. Personas
Five named, discrete personas built from the research above. Each gets specific creative.
Persona 1 — Sarah, The Credibility-Seeking Yoga Teacher (30-35% of audience)
| Field | Detail |
|---|---|
| Demographic snapshot | 28-42, 200hr/300hr certified, 1-4 years teaching, urban/suburban English-speaking. Lower-to-mid income (supplements teaching with CPD investment) |
| Primary pain | Imposter syndrome — students ask for inversions she can't demo. Class numbers affected. YTT didn't prepare for advanced teaching |
| Primary desire | Teach with authenticity. Demo what she teaches. Build the inversion practice she feels she "should" already have. Professional credibility |
| Key language | "I can't teach what I can't do." "My students are asking." "Feel like an imposter." "Train my eye for adjustments" |
| Bio | Sarah is 34 and teaches three community classes a week. She's 200hr certified and loves her students, but every time someone asks for a handstand workshop she deflects. She's been meaning to work on it for two years. She tells herself she's too busy, but the real issue is she doesn't know where to start, and she's embarrassed to admit it |
| Best messaging angle | "Master inversions to teach with authenticity. Because your students deserve a teacher who's been there" |
Persona 2 — James, The Plateau Practitioner (25-30% of audience)
| Field | Detail |
|---|---|
| Demographic snapshot | 30-45, 2-5 years serious practice, urban English-speaking, middle-to-upper-middle income. Often professional with yoga as serious side practice |
| Primary pain | Can kick up, hold at wall, can't sustain freestanding. "So close" for 1-2 years. Inconsistent results. Tried everything |
| Primary desire | Break through plateau. Consistency. Controlled holds. Understand what's wrong |
| Key language | "So close but..." "Stuck for years." "Sometimes I get it, sometimes I don't." "What am I missing?" |
| Bio | James is 38 and has been practising yoga seriously for four years. He can hold a wall handstand for 30 seconds no problem. But freestanding? He's been chasing it for 18 months. He gets it occasionally, maybe once every ten attempts, which keeps him hooked, but he has no idea why it works when it works. He's frustrated that effort alone isn't moving the needle |
| Best messaging angle | "From 'almost there' to solid and consistent. Break through your plateau in 5 months" |
Persona 3 — Claire, The Reclaiming Practitioner (20% of audience)
| Field | Detail |
|---|---|
| Demographic snapshot | 35-50, mixed professional backgrounds, suburban English-speaking, middle-to-upper-middle. Often post-pregnancy, post-injury, or post-major-life-transition |
| Primary pain | Deep-seated fear of going upside down — sometimes linked to injury, post-pregnancy, or emotional upheaval. Inconsistent confidence and body trust |
| Primary desire | Conquer fear as personal victory. Feel strong and capable again. Use handstand as a symbol of personal strength and resilience. Rebuild trust in her body |
| Key language | "Prove to myself." "Conquer." "Empowerment." "Reclaim my body." "It's about more than the handstand" |
| Bio | Claire is 43 and came back to yoga after her divorce. She fractured her wrist five years ago and has avoided inversions ever since. She doesn't just want a handstand, she wants to prove to herself that she's capable of hard things again. For her this isn't about fitness, it's about reclaiming something she lost |
| Best messaging angle | "Inversions as a path to empowerment. From fear to flight" |
Persona 4 — Priya, The Skill-Hungry Intermediate (15-20% of audience)
| Field | Detail |
|---|---|
| Demographic snapshot | 25-40, urban global English-speaking, middle-to-upper-middle. Often in fitness, movement, or creative industries. May already teach |
| Primary pain | Has a functional handstand but doesn't know how to progress. Current resources too beginner-focused. Wants structured progression for advanced skills not covered in standard training |
| Primary desire | Move beyond solid hold into press handstands, shapes, transitions. Develop master-level understanding of inversion mechanics. Build visually impressive and technically refined practice |
| Key language | "Ready for the next level." "Refine technique." "Master-level." "Press to handstand" |
| Bio | Priya is 29 and has been training handstands for three years. She can hold a solid freestanding for 15-20 seconds. She's bored. She wants the pike press, one-arm work, and clean shapes, but every programme she finds starts from scratch. She's ready for the next level and just needs someone to show her the path |
| Best messaging angle | "From solid holds to advanced mastery. Press, shapes, transitions" |
Persona 5 — David, The Systematic High-Achiever (10-15% of audience)
| Field | Detail |
|---|---|
| Demographic snapshot | 30-45, corporate professional / entrepreneur / knowledge worker, urban English-speaking, upper-middle-to-high income |
| Primary pain | No structure or clear progression metrics. Time-poor and unwilling to waste sessions on low-value drills. Overwhelmed by contradictory content online. Wants a coach, not a content creator |
| Primary desire | Achieve the handstand efficiently within a clear, measurable framework. Maximum return on limited training time. A programme designed with the same rigour applied to professional life |
| Key language | "ROI on my time." "Efficiency." "Structured plan." "Measurable results." "Systematic approach" |
| Bio | David is 41, runs a team of twelve, and trains at 6am before work. He's already using a strength coach for his lifting. When he decides he wants a handstand, he approaches it the same way — he wants a plan, a timeline, and someone accountable for his results. He's not interested in vibes. He wants the methodology |
| Best messaging angle | "Systematic progression for busy high-achievers. Maximum results, minimum wasted time" |
Belief Gaps to Address (Education Content)
Eight common misconceptions surfaced in the 55 calls. Each one is a content angle and an objection-handling beat.
| # | Belief | Reality | Education needed |
|---|---|---|---|
| 1 | "I need to be stronger first" (18/55) | Often technique/control, not pure strength | "You likely have more strength than you think. What's missing is strength in the RIGHT places, in the RIGHT positions, with the RIGHT timing" |
| 2 | "My flexibility should make this easier" (12/55) | Hypermobility often makes it HARDER. Need stability, not just flexibility | "Flexibility without control = instability. We'll teach your mobile joints to be strong and stable" |
| 3 | "I can learn from YouTube/Instagram" (21/55) | Information overload, wrong exercises, no personalisation | "You don't have an information problem. You have a personalisation problem" |
| 4 | "Workshops should be enough" (32/55) | Workshops = exposure, not mastery | "Workshops plant seeds. Coaching grows them into trees" |
| 5 | "I'm too old to start this" (8/55, ages 38-45) | Older practitioners often excel. 40s is when many achieve their best practice | "Your age is an advantage. You have discipline and body awareness younger practitioners lack" |
| 6 | "Online can't be as good as in-person" (5/55) | Often MORE effective because consistent and reviewable | "Online coaching solves consistency. 5 months of structured progression vs occasional sessions" |
| 7 | "5 months is a long time" (4/55) | 5 months = shortcut vs years of trial and error | "5 months isn't long, it's a shortcut. The alternative is 2-3 more YEARS of frustration" |
| 8 | "If I just practice more hours..." | Quality over quantity. 45 focused minutes > 2 hours unfocused | "You don't need more hours. You need better hours" |
Verbatim quotes worth retelling
Pulled directly from the 55-call analysis. Reusable across email, ads, LP copy, podcast intros.
- "I'm running out of ideas and creativity for drills" — Adam
- "There's so much content online, it's a minefield. I don't know what's relevant for me" — Anna
- "My current training lacks structure, incorporating exercises randomly from various online sources" — Bartosz
- "I haven't made 'gymnastic sense' progress in a couple of years" — Adam
- "I've been working on my handstand for two or three years and am approaching a point of frustration because progress has stalled" — Katherine
- "I'm 90% on my pincha but unable to perform it away from the wall" — Danielle
- "It's the feeling of being upside down that has become somewhat addictive" — Heather
- "I want my daughter to see that determination and practice lead to success" — Blair
- "The world just stands still when I'm upside down" — Anya
- "If I don't try now, I'll always wonder what could have been" — Lisa
- "I want to feel strong when mentally down as I get older" — Lisa
- "It's my peace, being completely present" — Katherine
Open gaps in this section
Where we'd want more data over time:
- Geographic breakdown of the 130k IG followers (India-heavy from PVL exposure? US-skewed? UK?)
- Conversion data per segment (which persona converts at what rate?)
- Refresh the 55-call analysis with the next cohort once Miles is back at sales-call volume
- Validation of segment percentages against actual paid customer base (segments are call-derived, not buyer-derived yet)
Related
- Dossier Index
- Client Doc
- Offerings — what we sell to these avatars
- Craft Offer — uses the pain/desire/language captured here
- Stories — anchored to avatar moments
- Source: ISOM Product Ecosystem doc
- Source: ISOM Community Offer doc