The Customer Value Journey

The Awareness Stage is where the person becomes aware of you. After all, nobody is born knowing who Apple or Amazon are. At some point they have to become aware of these companies if they are to become a customer.

Your prospect is now aware of you—they know who you are—but you’re still in the early stages of a relationship with them. They don’t yet know you, like you, or trust you.

You promote a valuable offer, but instead of asking for money, you ask for the prospect’s contact information. And when they give it to you, not only do you give them access to the content, product, or service you promised, you also add them to your subscriber list.

This is a critical stage in the Customer Journey and one that frustrates many business owners. The key to success in this stage is to employ what we call “entry-point offers.” These offers are designed to give the new prospect tremendous value without forcing them to put too much “skin in the game.”

Whenever a customer or prospect does what you ask them to do (attend this webinar, buy this product, hire me for this service), you should engineer your marketing to maximize the chances they’ll get tangible value from the experience.

The Ascend stage of the Value Journey is where your customer will be ready to buy more and more often. If your business has a core offer, this is the place to make that offer. Then once your customer purchases that core offer, it’s time to present them with other relevant offers.

An advocate is what you might call a “passive promoter.” They won’t necessarily promote your business in an active way, but when asked about you, they will respond favorably.

This puts your message in front of a new audience, the fans, followers, and friends of the promoter. And because this new audience is hearing about you from a trusted source who they already know, they’re much more likely to become customers themselves.