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Customer Journey

The Customer Journey

In our last post, we discussed the essential exercise of creating your customer avatar to be able to understand your customer journey and produce solid, usable messaging, that breaks through the noise and holds the attention of your potential customers.

This is one of the most important aspects of marketing and anyone can do this, it’s simple right?

Just give people what they really want.

Sounds simple enough but it’s FAR FROM EASY! Especially without using tools like the customer avatar and customer journey boards.

Let’s look at this another way. People don’t buy products or services. Whatever you are selling people buy TRANSFORMATION.

Every product and every service are designed to TRANSFORM from a less desirable BEFORE STATE

into a more desirable AFTER STATE.

Therefore, think about copywriting & messaging being the ART OF ARTICULATING the shift from the before state to the after state.

Our goals then are to know who are potential customers are and how to articulate our messages to them. The first step would be to acknowledge their before state. For example, if we can say to them: “Hey are you currently experiencing this? And they think yes I am.

Understanding this before state is the initial point of awareness. Here we are creating empathy and trust. We are saying to them: I UNDERSTAND YOU and I KNOW where you are TODAY.

Then what if we were to say to them: Hey, wouldn’t you like to be over here? Acknowledging the after state creates HOPE.

We then tell them the good news: “Hey, I have the exact widget you need to fix this!” This allows you to express how you can help them transform from BEFORE STATE to AFTER STATE.

You do not need a Masters in Marketing to understand this, you simply have to get to know what your prospects’ possible states are: What is their BEFORE STATE? And What is their AFTER STATE?

How do we identify the before and after transformation? There are 5 elements humans go through in the before and after process.

1. HAVE:What do I have before, that I don’t have after?”

2. FEEL: What is my emotional state before and my emotional state after?” What emotion should we be injecting into our copywriting? What promises or outcomes can we deliver?

3. AVERAGE DAY: “What is their story or what does their average day look like?” If you can take their best day and make it their normal day, you have transformed their life! or take the worst day and make sure that day is not repeated again, you have changed their life.

Tip: Find out what is their good day and how do we tell that story.

What stories do you tell? Tell customer stories from bad days to really great days they wish could be a normal day. If you tell your prospects/customers stories you will capture their attention and help them to change their own story they tell about themselves.

4. STATUS:What is your prospect’s status before and after?

5. Good Versus Evil:What greater philosophical ‘evil’ is your prospect doing battle with?” How can you help them achieve triumph over this? How do they defeat this?

Action Tip: Draw a simple 3-column grid.
Column 1 = List the 5 elements above.
Column 2 = Before States
Column 3 = After States.

Go through the questions. Try to dig deep. Find the specific emotions. What is a good day? What is a bad day or a trigger for them to seek out your services? Get together with your partners or team and build a story for your customer’s journey. Inform your prospects in a way that helps them to change their before and after states or make them, feel better about themselves. Help them to change the story they tell about themselves.

If you are struggling with your creating your Customer Avatar or Customer Journey, get in touch with us today for a free 30-minute consultation:

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