In Manila, over half the population is younger than twenty-five.
Many children can’t attend school because they have to work or because there is no school building. Poverty and injustice roam the streets.
One child there, a girl named Joana, visited a vacation bible school and received a shoebox filled with gifts.
The box came from a boy in America, as part of an international outreach program. Inside, he left his picture and address. Joana wrote him a thank-you card, but he never received it.
Fast-forward eleven years.
With little information, Joana searched online to find the boy (now an adult) who sent the box. Amazingly, she found him in a small Idaho town. His name was Tyrel.
Soon, their friendship blossomed online, and they exchanged letters. Over the next year, Tyrel saved his money and traveled to Manila to see her.
Their connection was immediate. And just four months later, Joana and Tyrel married.
It’s almost too crazy to believe… a Filipino girl received a shoebox from a boy 7,000 miles away, only to one day grow up and marry him.
At the wedding, their guests brought shoeboxes — filled with gifts — for donation to children in need.
Think about Joana’s life as an unfolding journey:
She had a problem (poverty)
She met someone who offered help (Tyrel and his shoebox)
She grew to know and trust him (an online friendship)
A plan was made (a face-to-face visit)
There was a call to action (marriage proposal)
And then, a happy ending (marriage)
THE CUSTOMER JOURNEY
Every great story has a hero. This person faces challenges, seeks help, overcomes problems, and (if it’s Hollywood) rides off into the sunset.
A tried-and-true story arc.
Believe it or not, it works the same in business. This is called “The Customer’s Journey.” Before someone becomes a paying customer, they embark on a purchasing journey.
Think about how someone buys from you.
Think about how someone buys from you.
There is a process.
It starts with their need. Then somehow your paths intersect, and you offer an answer to the problem. You gain their trust, give them a plan, and they become one of your faithful customers.
Their problem is solved, and there’s a happy ending with fireworks and castles.
WHAT IS A CUSTOMER JOURNEY MAP?
The concept of a customer’s journey has been around for a long time. But it was recently popularized (and modernized) by Donald Miller in his book, Building A Storybrand.
According to Miller’s framework, here are the stages of a customer journey:
What do they want?
What are their problems?
They meet a guide
What is the promise?
The guide gives a plan
The guide calls them to action
The plan ends with success
You can download the storybrand framework by clicking here.
A CUSTOMER JOURNEY EXAMPLE
Here is a customer map we created for a recent HVAC client:
(Click for larger view)
The benefit of having a customer journey map is the ability to see things from a 30,000-foot view. It shows someone's transformation from potential customer to paying customer.
You need to understand how
a potential customer turns into a paying customer.
And from a marketing perspective, as you empathize with them along the way, you’re able to speak to their specific needs and solve their problems.
Understanding your customer's journey will laser-focus your messaging. In the end, it can bring about a celebration.
And maybe even a gift-filled shoebox of sales.
DO YOU HAVE A CUSTOMER JOURNEY MAP FOR YOUR BUSINESS?
We can create one for you! In addition, you’ll also receive:
Your One-Liner
(how to best describe your business to prospects)
Your Target Market
(identifying your typical customer)
Your Brand Personality
(discovering the most impactful way to communicate in your marketing)
Your Lead Product
(using your unique “foot-in-the-door” offer)
Your Bullseye Product
(providing a clear path to your premier product/service)
Your 3-Step Visual Plan
(simplifying your sales process for new customers)
How Your Marketing Works Together
(how seven key components work together for your marketing plan)
Your Custom Marketing Recommendations
(practical action steps to move forward)
Your 9 Key Marketing Shifts
(applying proven mindsets that will transform your marketing)
We call this the Grow Your Business Game Plan™. To receive your custom Customer Journey map, and all of the above, click the button below:
About Me
Hey, I’m Brian, co-founder of Genie Jar Digital. Born a Tar Heel but now a Virginian, I’m a father of five and the husband of one amazing lady. My family has a thing for Golden Retrievers. Given the right circumstances, I can do a mean moonwalk on a slick kitchen floor.
