CUSTOMER JOURNEY
# 3 - POSITION YOURSELF AS THEIR GUIDE
Once you ’ ve captured your customer ’ s attention by speaking to their problem , introduce yourself as the guide who can help them solve this problem . Do not position yourself as the hero . Too many companies make the mistake of coming in like a knight in shining armor , declaring “ You ’ ve got a problem and we can fix it .” That is the wrong approach . You are not the hero of the story , your customer is . You are merely a guide who can help them get where they want to go .
An effective guide feels empathy , provides reassurance , and demonstrates their expertise . Empathize with your core customer in that , yes , their problem is really tough , and you understand that no one is making it easy for them . Reassure them by communicating that you are qualified and they can trust you to guide them through the process of overcoming their problem . Demonstrate your expertise by sharing how you ’ ve helped countless customers just like them overcome this same challenge with great success .
Your marketing approach should focus on the following message : “ We understand your problem , we see your challenges , and we believe you can fix it . Let us help you save the day .” When you position yourself this way , you allow your customer to be the hero of their own story , which is exactly what they want .
# 4 - OUTLINE THEIR CUSTOMER JOURNEY
One of the biggest mistakes we see businesses make is forgetting to tell their core customer what to do next . In his book , Building a StoryBrand , Donald Miller recommends outlining a set of expectations for your core customer so they know what is expected of them after they reach out to you . Nobody is going to agree to go down any path with you unless you show them what the path looks like . At the same time , you need to be careful not to confuse them with too much information .
Let ’ s say your entire sales and rollout program is a 17-step process . If you share all 17 steps at once , it will likely confuse your customer and cost you the sale . Conversely , if your competitor markets the same 17 steps as an “ easy
3-step process ,” customers will probably direct their business there instead . A good rule of thumb is to summarize your process in three to four simple steps that make it easy for your customers to say “ YES !”
# 5 - INCLUDE CALLS TO ACTION
Your customer journey should lead your customer to take a direct call to action with specific instructions for how you want them to engage with you . Our call to action , as an example , is to book a free consultation with one of our specialists . For you , it might be to make a purchase or to request a demonstration . Just make sure you ’ re specific .
If a potential customer is not ready to engage with your direct call to action , you need to provide a second — noobligation and mutually valuable — transitional call to action . A transitional call to action could be a free resource on your website , like an article , white paper , checklist , or coupon . The defining characteristics of a transitional call to action are that it is valuable for your core customer and , in exchange , it provides you with their email address . You can then launch a brand awareness campaign to convince them to engage with your direct call to action .
CULTIVATE YOUR CUSTOMER JOURNEY WITH TULIP MEDIA GROUP
Our tailored programs are designed to help you create a frictionless customer journey and boost your conversions . As a StoryBrand Certified Agency , we can help you better understand your core customer and use a StoryBrand BrandScript to speak to their problem , position your company as their guide , outline their customer journey , and incorporate those three calls to action in all of your marketing material . Book a product demonstration with our team today to start strategizing .
Jessica Embree is the Creative Director and a StoryBrand Certified Guide at Tulip Media Group . Jessica grew up with an entrepreneurial spirit and started her first business at the age of 10 . She has a passion for helping businesses grow and succeed using creative marketing campaigns and strategies that produce measurable results . Jessica ' s first book , Double Sales / Zero Salespeople , co-authored with Andy Buyting , is now available and an international best seller ! TM . Media / DoubleSalesUS .
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