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The H.E.A.R.T. Framework is our insight system that helps us understand our customer like a close friend.
Before any ad, funnel, or campaign goes live, we run a H.E.A.R.T. scan.

• Hopes – What are they dreaming about? What does “success” look like to them?
• Emotions – What are they feeling right now? Frustration, curiosity, ambition?
• Anxieties – What’s stopping them from saying yes? What are they afraid of?
• Roadblocks – What’s standing in their way? Info gaps, belief gaps, buying friction?
• Terms – What exact words do they use? How do they describe their pain or desire?
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working professional
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ThemeMost Common2nd Most Frequent3rd Most Frequent
Score of Importance (1/10)
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Hopes & Dreamsglass skin
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Confidence
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Look good
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attractive
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"wah, why your face look different"
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Pains &
Fears
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tried a lot, didnt work
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single forever
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never felt confident
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Barriers & Uncertaintiescost a lot of money
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dont know how to use
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dont know it'll work
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what if i get reaction
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never used skincare
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Glossary of jargon, niche-specific terms or language
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TermDescriptionAdditional Notes
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glass skin
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microbiome
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