Prepared for Sarah Anne • The avatar refined from your Loom + 5 sales call analyses • Brandon Moore, Netmore Marketing
Three layers of input fed into this. The picture is sharper now, and three things in v1 needed correcting. This is what the actual data says.
This is a documentation pass at your avatar. The intent isn't to redesign or rebrand anything you've already built. The intent is to capture what your avatar actually looks like in your existing brand and business, with three input layers triangulated together: your initial WhatsApp paragraph, your 2026-04-28 Loom answering my six follow-up questions, and the cross-call synthesis from five sales call analyses.
5 sales calls is a small set. All 5 were closes (selection bias). All 5 came through your free challenge funnel. All 5 closed at the Alpha tier. Findings here are directional intel, not statistical conclusions. Anything that contradicts what you know about your business, trust your read over the data. Or treat it as a hypothesis worth watching across a wider sample. The validation work continues with a stratified second sample (no-closes, cold-traffic, Avatar B prospects) when bandwidth allows.
Ten sections. Skim the table of contents, dive into the parts you care about. If you only have time for one section, read "The big finding upfront." That's the most flag-worthy observation from the sample. The last section is a 4-question ask list. The questions are about your reaction to what we've documented, not about agreeing to changes I'm prescribing. You know your brand and business better than this document does.
Sections marked DECISION need a yes/no/preference. The HEADLINE-flagged section is the one to read if you only have 2 minutes.
When you first told me your avatar was "the same as Richmond's, just a different vehicle," I pushed and you sent me a paragraph that gave us a v1 draft. Then you sent the Loom answering my 6 follow-up questions. Then you sent 5 sales calls. v2 incorporates all three layers. The picture in v1 wasn't wrong, we just had less data. Three observations from the additional layers are worth flagging for your reaction.
These are observations, not prescriptions. Each one is something the data surfaced that's worth thinking about. Whether to act on any of them is a brand-level decision that's yours to make. Your existing positioning has been built and validated over years. Five calls don't override that.
Across 5 calls, none were coaches-for-coaches in the strict sense. The buyers were healing-arts, wellness, spiritual, and counseling practitioners. Your system clearly delivered for them at the same Alpha tier as it would for a business coach. Whether that means broadening the public framing of the brand, adding segmented landing pages, or just continuing as-is is a brand-level decision, not a copy fix. Worth thinking about, not worth acting on after only 5 calls.
Your Loom described one emotional frame: the frustrated, "I've been trying for so long" practitioner. The 5-call sample showed buyers arriving in five distinct emotional states. Same underlying avatar, same outcome wanted, just different emotional weight at the door. If you wanted to test segment-specific ad creative angles down the road, each variant could be its own.
Two of the five buyers explicitly framed their goals in non-scale terms ("support myself + my family," "be financially independent in the next year"). The "100 raving fans" mechanism stays universally strong. The "7-figure" anchor specifically may be optional to soften for cold-traffic copy reaching the survival-mode segment of Avatar A. Worth A/B-ing if you want, not a required change.
If there's one piece of intel from the 5-call analysis worth flagging at the top, it's this. Your stated avatar was "coaches/consultants/course creators wanting to monetize." Your actual avatar across 5 sales calls is something different. Wider, and more interesting.
| Buyer | Niche |
|---|---|
| Amanda White | Detox / wellness / water (NLP + breath work + MLM) |
| Jane Perkins | Spiritual / tarot / NLP / timeline therapy |
| Katische | Medium / psychic / channel / past-life therapy |
| Katelin | Trauma / wellness coach (ex-Special Ed teacher) |
| Paige Loggie | Counselor / coach / healer (mining day job) |
Zero coaches-for-coaches. Five out of five are healing-arts, wellness, spiritual, or counseling practitioners. Your system delivers niche-agnostically across all 5 closes at the same Alpha tier, which is a strategic asset. Whether to reflect this in public-facing brand framing is a strategic call worth flagging, not something to action on a 5-call sample.
One option to consider: a hook line that's wider than "for coaches." Something like "for online experts and practitioners who help people one-to-one" — wide enough to catch the actual buyer, specific enough to filter out the wrong audience. This is a brand decision, not a copy fix, and you've built the brand carefully over years. The 5-call sample is one data point, not a directive.
If you wanted to lean into the broader framing, your existing brand assets (Million Dollar Groups, the Facebook Group Girl, your book) hold up under it. The community-building mechanism applies to a healer with a private FB group just as cleanly as a business coach. Nothing structural in the methodology would need to change. Only the inviting language at the top of the funnel.
The structure is two avatars, one majority and one smaller portion. Avatar A (the majority) is well-validated by the 5-call sample. Avatar B is hypothesized from your Loom but wasn't observed in this call sample, so it's marked as such. We need additional sales calls with prospects already at six-figures to validate B.
A subject-matter expert with the SKILL but not the SYSTEM to consistently get clients.
Majority · 5/5 callsCoach, healer, counselor, spiritual practitioner, course creator, online educator. Helps people one-to-one through expertise, healing, or education. Has been online long enough to feel stuck.
Modest and specific. "Support myself + my family." "$50K months." "Be financially independent in the next year." Generally NOT thinking in "7-figure business" terms. That framing can feel alienating in survival mode.
Already established at six-figures, but the business has gone backwards or feels chaotic.
Hypothesis · 0/5 callsHas revenue but not predictability. Specifically attracted to your brand because of the systems / nurture / flow positioning rather than a "from scratch" promise.
Across the 5-call sample, each Avatar A buyer presented in one of these emotional-entry-points. Same underlying avatar, same eventual outcome wanted, different emotional starting line at the door. Each could be tested as its own ad-creative angle if you wanted segmentation, or treated as variants of the same hook with shared mechanism. Both directions are valid.
A single hook is unlikely to carry all 5 variants because the entry emotion is different in each one. The "wit's end" angle won't open a tool collector. The survival-mode angle won't activate a six-figure stuck buyer. Five hooks, one mechanism. If we split cold ad budget across at least 3 of these (Variant 1, Variant 2, Variant 5 are the highest-leverage starters), we avoid accidentally optimizing toward only one emotional flavor of buyer. One framework worth testing, not a directive.
These are the buyer's actual words, pulled from the 5-call transcripts plus your earlier framing. The job of copy isn't to sound smart. It's to mirror the buyer's voice back to them so they recognize themselves on the page. Use these phrases verbatim where they fit.
I have so much, I don't even know what to do with it all.Amanda
I don't know how to umbrella myself and combine everything I'm good at.Amanda
So many moving parts and I can't connect them all.Paige
Feeling overwhelmed doing all of the things.Your earlier framing
Trying to juggle day job, business, kids, all of that.Your earlier framing
I don't know how to get in front of new people.Your phrase · 5/5 sample echoes
I do a great job initiating conversations and then it's getting that to convert.Katelin
I'm not a great closer, I guess.Katelin
There have been moments. I've had to protect him and hide.Paige · life-chaos compounded
I've been trying for so long.Your phrase · 5/5 sample echoes
Round and round in God knows how many things.Jane
They just dump you. We're just left to it.Jane · anti-old-way
That's the problem I've had, being able to stick to a plan.Paige
100% completely dropped away to nothing.Katische
That kind of level of devastation.Katische
It's a real insult to me that I'm here.Katische, age 50, master's degree, on welfare
I'm in survival mode on top of everything.Paige
There's always something stopping me. Why is there something stopping me?Katelin
I almost can't even envision having something plotted out like that.Paige
I just want to know how to do it.Jane
I know I can help people, no idea how to get in front of people.Your phrase
I still feel like a baby chicken nugget and I need my hand held.Amanda · leadership imposter
I'm not a rah rah person, not the Tony Robbins type shouting.Jane · anti-archetype
I need the help of somebody from the outside to help me pin it down.Paige
I just want to know how to do it.Jane
Make it like clockwork and second nature.Paige · after-state
Across the 5-call sample, the decision-trigger pattern is consistent. Most of the buying work isn't happening on the sales call. The sales call is confirmation. The actual conversion happens upstream, in the free challenge and the life-event catalyst that primed them to act.
All 5 came through your free challenge before the call. The challenge does the actual selling work. The call is confirmation, not pitching. This is structurally what makes your funnel work, and it's something most coaching businesses don't have.
3 out of 5 explicitly cited your tone as the closer. Australian, low-key, no rah-rah, no Tony Robbins energy. As Katelin put it: "I'm very much a vibe person. It has to be the right person, the right vibe." Your tone reads as a buyer-trigger in this sample, not just an aesthetic. Worth preserving in cold-traffic copy rather than sanding it down toward a more polished default.
3 out of 5 had a recent triggering event: mom's death (Katelin), child support cliff (Katische), husband's addiction + wildfires (Paige), cross-country move (Amanda). The buy moment, in this sample, was often a life-stage transition rather than an inspirational moment. Worth thinking about whether cold ad creative wants to accommodate that emotional state rather than try to manufacture excitement.
4 out of 5 had been online 1+ years before buying. The "shopper" sub-pattern: researched 3 to 4 programs without buying any, broke pattern through the challenge format. The challenge isn't just lead gen. It's a pattern-interrupt against program-shopping fatigue.
Your stated assumption was buyers come from Tony Robbins / Russell Brunson / Eileen Wilder / Amy Porterfield / Andy Elliott fanbases. The actual call data shows otherwise, which is significant for cold ad targeting.
Your influencer thesis (Tony / Russell / Eileen as lookalike sources) may still hold for cold traffic specifically. The 5 calls are warm-funnel buyers, not the cold-traffic cohort the influencer-lookalike targeting would be aimed at. One thing worth A/B testing alongside it: a broader interest stack as a parallel ad set, in case the warm-funnel pattern holds for cold too.
Once we have 3 to 5 conversion events through the new funnel, lookalike audiences off your actual buyers will outperform any interest stack we hand-build. Interest stacks (or influencer lookalikes) are starting points until purchase data flows in. The actionable answer comes from running both and watching CPA divergence.
Below: the objections that actually fired in this 5-call sample, in order of frequency, and what didn't show up. Useful as input for the sales page FAQ, the email sequence's objection layer, and any future Kalie training. With the standard caveat: 5 closes is a small sample. Stratified sample (no-closes, cold-traffic) needed before drawing firm conclusions.
Almost always installments-vs-PIF, NOT affordability. Different rebuttal class than "I can't afford it." The buyer wants to buy, the question is how to pace the cash. The first-installment-to-lock-spot mechanic is doing the work here.
Solved by the first-installment-to-lock-spot mechanic. The objection isn't "no," it's "I haven't been given a clean way to say yes."
Schedule, timezone, life chaos. Usually solved by accommodation. Worth keeping the rebuttal in Kalie's playbook.
Solved by sentence-completion mirror rebuttal. Lower frequency than expected, but when it fires it's structural and important.
Paige. Solved by "If I had a dollar..." normalization. Low frequency in this sample but probably underrepresents the real population since the calls were her wins.
Jane. Solved by "bumper bars on a bowling ball" structural-support metaphor. Specific enough that the rebuttal lands hard when the objection actually fires.
"Just bought another program" was your stated #3 objection. 0 out of 5 in the sample. "I'm not ready / too busy" was your stated #2. Appeared in soft form but rarely as an actual hard buying-blocker. Worth flagging carefully: this is a 5-call sample of closes only, so objections that block buying may simply not be visible here. Your stated frequency may rest on a wider sample we haven't analyzed. Worth watching across a stratified sample (no-closes, cold-traffic) before drawing any conclusions about Kalie's training mix.
The 5 calls were Sarah's wins. Selection bias toward closes. To complete the avatar v2 work and lock it cleanly for the engagement, we need a stratified second sample. Below: what we still need, why it matters, and a note on priority.
Anna can pull these. No rush. Wednesday's IG Live takes priority. We can stack the additional call analysis as a second pass once the live recording is captured and the cold ad creative is in motion. Mid-May would be ideal timing.
Quick read-through and react. Four questions. Once we have your reactions, the matching Core Message v1 doc is its sister, and we move into the sales page rewrite, ad creative, and email sequence work informed by your feedback.
None of these are decisions you have to make right now. They're reactions worth flagging for the next pass. Your gut response is what I'm after.
Once we hear back, the matching Core Message v1 doc (its sister deliverable) reads alongside this one, and the sales page rewrite, ad creative, and email sequence work all draw from the foundation you've shaped.
Take your time. Avatar work pays compounding interest, so getting it right matters more than getting it fast.