Customer Flow

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  • Welcome back something I want and need to validate is the working on this trifecta, this lead magnet, PCM and final offer trifecta. They really take time. It doesn't happen overnight. It doesn't happen right after you watch a video and you go fill out a worksheet. These things take time to develop and evolve, and it's a balance between allowing it to evolve.
  • Before launching it and putting into action. But at some point it is time to put something in action and then allow it to evolve from there. Cause you really learn much more about your lead magnet, about your PCM and about your final offer after it's out circulating into the world. So be sure to balance creating a great lead magnet and getting clear on your PCM.
  • And putting together a compelling, final offer with getting out into the world because you can sit there and play around with ideas until the cows come home, but it really requires you to take action and get out into the world. So at this stage, you really do want at least a first crack at a lead magnet, PCM and final offer.
  • And something to note is that this is a sort of rinse and repeat process for each offer that you want to create. You should be going through this process. Now some lead magnets might serve multi-purpose to multiple different offers. However, I would. Argue that if it's worthy of a final offer, if it's worthy of adding another service or product to your business, then it's worth going through this and finding that PCM and creating that perfect lead magnet.
  • Because again, if it's worth becoming a final offer, It's worth going through this to ensure that you're staying on target with your PCM and you can really convert with your lead magnet. So something to keep in mind. So at this stage, you should have your first lead magnet, perfect client model and final offer at the very least sketched out on that worksheet.
  • And with this new found clarity, then it's time to almost take a step back and look back at a customer journey flow. This is a sample one that I showed earlier in this launching lab where we move from no trust with our social media and then a medium trust with our lead magnet, have some followup things in there, and then ultimately move them towards some sort of qualifier so that we can then pitch to them.
  • And it's time for you to start putting together your first customer journey flow. And it's something that. Begins at a high level. And I think you'll find that as you start writing, you'll get more ideas and then it'll expand. However I have provided a, your customer flow. Little worksheet diagram for you to fill in.
  • However, it may make more sense for you to use just a blank page because you might not follow along with this sort of followup reminder journey. So, but I did want to provide an example and again, yours will vary depending on your offer, depending on your PCM and depending on your lead magnet. So let's look at my sample customer flow.
  • So at the very beginning of this journey, this no trust zone, if we remember the gradient of trust, we start with this no trust, and we work our way down to that high trust. So looking at my offer, my no trust zone is for us and probably for you is social media. So, something that I considered is we could do start telling success stories about clients that had aha moments when they understood their values.
  • Again, when you created your PCM, you used that narrative based learning, and you started constructing a story about your PCM and that. Is used because storytelling is so powerful and it really is a way for us to, again, attach and start beginning to understand people. So thinking about that and applying it to the customer flow in your social media, sometimes the best way.
  • I'm getting across. What you do is by telling stories and how other people experienced your work. It's much more effective than saying understanding your values in my context is so important. So you should be understanding your values. That's not very compelling and it's not, there's not much meat on the bones to relate to if I'm scrolling my feed and trying to engage with something.
  • So stories are powerful and they're used, they should be used at all points possible, including this no trust zone, because it might not require much trust for somebody to follow you on social media. It is still rich. Soil says heart beginning to build your trust with them. And if you're telling success stories, obviously you're really laying out what you're capable of and what you have already accomplished.
  • Which is important. So now that we're sharing on social media success stories, basically laying the foundation for why you'd want to care about your values and how it relates to your real life. Something to keep in mind with your social media is. Take an example of a photographer. What is a not effective way of drumming up interest is saying the holidays are right around the corner.
  • It's time for you to book your fall. Family photos, click here to book your time with me. Okay. That's something that I would consider to be a very poor pitch and what a lot of pitches end up looking like. However, something more compelling is say sharing a cute outfit that you saw at target and saying, can you imagine your little boy wearing this cute outfit for your fall family photos?
  • My availability is filling up fast. If you want cute memorable family photos that lasts a lifetime, be sure to book ASAP. Now that is a much more compelling offer. I'm seeing this cute outfit. I'm imagining my child in it. And it makes me much more inclined to want to book the service versus the latter of like, Hey, it's time.
  • Let's book again. That's another way of using stories. And it's a good thing to keep in mind with your social media. Now, not every social media post needs to be this thought through. It's just that when it's time to move people towards the lead magnet, this is the, these are the sorts of posts that need to be created.
  • Now, moving along to that low trust action is moving them towards doing our lead magnet. If we are planting the seeds with our social media and our success stories, we can then start posting slightly more direct calls to actions to complete our personal values assessment. So maybe as part of that post after the story, you can say, and you can discover your values by completing my free personal values assessment.
  • It takes no more than five minutes and you can do this at the URL. So we've invited people to complete our lead magnet and we are starting to engage at a deeper level and building more trust from there. Something that is important is there are these in-between steps between the gradient of trust stages from no trust to low trust, to mid trust, a high trust.
  • It doesn't just, it's not a direct float, and this is ultimately creating a funnel. You might recognize this as so after someone completes our lead magnet or downloads it, whatever the context is of yours. We really want to follow up. And the followup sequence is something that can change depending on you.
  • And what I suggest is you start with one email or maybe two, and you can expand or contract it as you see what works. So I think that some businesses really thrive off quite a long nurture sequence, quite a long followup sequence. Because you need to establish more and more credibility, whereas others, it's more about getting to the point quicker.
  • So it will depend on you. And the only way to really find out is to begin again with one or two, I think is a good starting point and then adding and taking away and seeing how it works. So in my follow-up sequence is important that we obviously ensure that they got the results and we'd like to provide a short video to help them unpack the results.
  • So it's very easy to just so that we make sure that they. Got the most out of their, out of our lead magnet. Another email that we would like to send in the followup sequence is more information about Kathleen kind of a bio, but not in a boring way, but just trying to share that she is incredible person that does amazing things and perhaps sharing another small success story is a powerful way of starting to build trust along this nurture sequence.
  • Now, from there, we can't always just be nurturing. We do have to move people to a qualifying offer of some kind. Now. A qualifying offer is most often a free, deeper action. However, I will say this is a sort of. Off the cuff thing that we are trying to implement. So this is not backed by any major research by me or any real life results, but we are actually testing, paid qualifiers versus free qualifiers.
  • So it's not done yet, but we are considering putting together a very small micro course. That's powerful, but actually paid. So after our short nurture sequence, we would, the qualifier would actually be for an inexpensive program. Now we haven't done that yet. It's something we're working on. And I just wanted to share that that is an interesting and new idea to qualify people in a much different way.
  • Um, however, let's stick with what we do know. Oftentimes our qualifier, this mid trust action that we're asking our customer to take, or our potential customer, I suppose, at this point is to sign up for a live webinar. So they would, at some point along the neutral sequence would end and we would move them towards this qualifier and inviting them to our free webinar.
  • From there. If it is something that's live, reminders are obviously very important. People are busy and you want to stay on top of mind and top of inbox, really to stay effective. So for us in our sample flow reminder, emails was a big, important step. So it's noted here. And from there, we moved to the pitch, the obviously the high trust zone of the gradient of trust.
  • And this is where we would pitch people by showing them the power of the work that Kathleen does. And then we would offer a high trust, offer, some sort of pitch to, for example, join our aligned a masterclass and becoming program. And from there, some people would buy and that is our sample customer flow.
  • Now I, again, I have put together a sort of blank version of this flow for you to use. However, as I said before, you may not want to use this. A blank piece of paper might work better because you might not be following the same schematic that we do. You are. Your lead magnet may look different. Your nurture sequence might be more robust or more simplified, and your qualifier may be different, et cetera, et cetera.
  • So this is just a starting point, but now that you have a clearer vision and picture of your lead magnet, your final offer and your perfect client model, you can start further understanding how your sample flow should come together. And something to keep in mind at every single stage, you should just be doing a self-check.
  • And thinking about the gradient of trust is at this point in someone's journey, is this too much to ask? Is this too little to ask? Because it goes both ways. I've seen it as an example. We've talked about how coaching a free coaching. Session. It is often used as a starting offer with somebody. And we believe that that violates the gradient of trust in general and leads to poor conversion rates.
  • However, you can also never move down the gradient of trust. You can get stuck in that middle zone, that nurture zone. Where I have been stuck before. I feel like we have had a nurture sequence that have been five or six emails over like one or two weeks. And that I believe depending it's all contextual and something you have to figure out for you.
  • But for us, it was too long. We underestimated the fact that people want it to take action and move along. The train. So we ended up, I think, losing people along the way by just not getting to the point. So it's a balance between keeping the gradient of trust in mind, always at every single step doing that self check.
  • Is this too much? Is this too little? And then making sure we're also progressing down the gradient of trust, because if we're not, we can end up. In this never ending loop of never getting to our offer. So we ended up building up these leads that might not ever convert because of the timing, or they might not just be interested in some ways email list, building a no is just as valuable as a yes.
  • In a lot of ways, because then, you know, to move people down to a different. A different flow, perhaps just getting a weekly check in email until the next offer rolls around or perhaps purging the list. And that's something we'll get to later. But for now, again, with your PCM, your lead magnet and your final offer in mind, it's time for you to put together your first customer flow.

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