To be successful, the Customer’s Journey is key.
When I worked in the airline industry, just like the USA’s Men’s 4x10m relay team, things tended to go wrong at the baton pass.
When customers move from one stage of their journey to the next, that’s where all the problems would crop up.
Arriving at Check-In to find out your hand baggage is too big and needs to go in the hold.
Sitting in your seat to see that the person’s bag in the seat next to you is twice the size of yours, and they’re sobbing because they’re terrified of flying.
Getting to the luggage carousel only to discover that your oversized bag is enjoying a much better holiday at a much more glamorous location than you, and you’re facing a long weekend in just one pair of pants.
Your trip is on the skids… in more ways than one.
Whether you’re flying for the first time or the 101st time, the same worries and doubts and questions are going through your head.
Will the flight be on time?
Will I be sat next to a crying baby?
Will I be sat next to a crying grown-up?
There’s no doubt: flying is a stressful experience, and unless these pinch points and problems are taken care of, it’s unlikely that 1st-time customer will become a valuable frequent flyer.
Unless, of course, you sell your flights for 99p… then you can get away with anything.
But if you’re selling an online course, you hopefully won’t be dealing with these sorts of problems, but there are still very real fears and emotions at play if you want to create a loyal following.
You’re battling against the competing forces of excitement for the transformation you offer vs. trust that you’re the right person to help them achieve it (and at a price that’s acceptable).
But you can easily win this battle when you design each stage of your customer’s journey with these three questions in mind:
What are they doing right now?
Are they opening up your email? About to hit buy on your course or coaching programme? Mindlessly scrolling social and getting intrerrupted by your ad?
What did they just do to get them to where they are now?
Have they just hit Subscribe? Have they just read your email? Are they skim-reading your sales page?
What would you like them to do next?
Click “Learn More.” Click “Buy Now”. Or, most importantly, click log in and actually do the work so you can help them achieve where so many courses have failed in the past.
If you can preempt what they’re doing, thinking, and feeling and then address that in your copy, you’re much more likely to see one-time buyers become loyal customers—a subtle but crucial difference.
Because here’s the thing…
Buyers who don’t take action don’t get results.
Buyers who don’t take action can’t recommend you to others.
Buyers who don’t take action don’t come back and buy again and again and again…
Because buyers buy, but customers consume.
And getting them to tuck in is a lot harder than you think.
Do you need help with your customer journey?
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