Last week I mentioned that some of your customers will buy your product or service, but never use it. This is a serious problem for you and for them. You want them to complete their buyer’s journey and reach their goal of success in solving their problem and achieve the transformation they’re looking for in their lives.
A simple way to do that is through your content.
Creating buyer’s journey content is important at every stage, but particularly in this stage, where your customer has purchased, but hasn’t necessarily started using your product or service yet.
Why the Right Buyer’s Journey Content Matters at Each Stage
I’ve talked about different forms of content at each stage of the buyer’s journey:
- Blog posts
- Lead magnets
- Emails
Making sure you have the right kind of content, with the right messaging, at each stage is incredibly important in terms of moving your customer through their own buyer’s journey.
You may think that you’ve completed the buyer’s journey once your customer has made a purchase.
Not so.
Your customer needs to achieve their goal of finding a solution and resolving their problem.
They found their solution once they found your product or service.
Now they need your help and support to finish their transformation by using your product or service to resolve their problem.
Yet Another Object Shoved in a Drawer
I’m sure you’ve met people who have any number of objects that they purchased in an effort to solve a problem they have. You’ll find these objects where their owner left them last, stacked in a closet or shoved in a drawer.
Why does this happen?
Because they didn’t get that final push from the company that sold them the product or service to actually use the product or service to the point that they achieved their own personal goal.
Diet and exercise products are notorious for this.
The company makes the sale, but they don’t always provide active guidance to continue the process until their customers reach their transformation of feeling and looking better.
This buyer’s journey content is the follow-through that genuinely successful companies give to help their customers get to that final stage of confronting and conquering their challenge and achieving the transformation they desire.
Yet Another Star Wars Reference
Yes, I am that kind of geek, but this is relevant.
Remember the scene in Return of the Jedi where Luke battles it out with Darth Vader as the Emperor tries to convert him to the Dark Side?
Believe it or not, this is the stage that your customers are at once they’ve bought your product or service.
They know they’ve found their chosen solution.
They have faith this will work.
But until they face their own fears and take action, they’ll never actually go through the transformation they’re looking for.
Luke believes that surrendering himself to the Emperor is the right thing to do. That it will save his friends and his father (Darth Vader.)
But he has yet to go through the transformational challenge of facing his father as he is lured to the Dark Side.
He must go through this challenge and find that transformative moment of realizing that anger and hate aren’t the way.
He must accept the consequence of saying “No” and risk being tossed down the reactor shaft.
He puts his faith in his father’s redemption, because it’s the path forward he can see, even if Darth Vader and the Emperor can’t.
I know, it’s all a bit woo-woo, but stay with me here.
Your customer has your product or service in their hands (physically or virtually, depending on what you offer). They see their transformation ahead of them.
But it’s still ahead.
Until they take action and face their own personal inner demons about whatever they truly want, their transformation isn’t complete.
Your job as Mentor isn’t over yet.
Using Your Buyer’s Journey Content to Guide Your Customer Through Their Transformation
This is where you create buyer’s journey content that keeps your customer moving forward so they can achieve the transformation they desire.
You, as the mentor, give them the guidance they need to move through their transformation so they can return, victorious, to their own communities and share their successes with their friends and loved ones. (Read, talk about how you helped them achieve their transformation.)
It is in your best interest to keep your people moving forward!
You can do this in a variety of ways:
- Email Series: Your emails give them each step
they should take to learn how to use your product or service and succeed to achieve
their goals.
- Courses: You can include a course on how to use
your product or service with every sale.
- Video Tutorials: Showing someone exactly how to
use your product or service can get them to their final transformation.
- eBooks: You can include an exclusive eBook on
how to use and succeed with your product or service, with each purchase.
- Personal guidance: Depending on the size of your company and your customers’ level of success, you can personally guide them to their transformation through coaching or consulting services.
You may find yet another way, depending on your product or service.
The point is, much like Obi-Wan continued to guide Luke Skywalker, even after he became one with the Force, you want to continue to guide your customers until they achieve their transformations through your buyer’s journey content.
We’ll discuss what happens once your customer finally achieves their transformation next week in my final post in this series.
Speaking of email series, you’ll want to stay in touch with everyone who has expressed interest in your products and services, regardless of where they are in their customer journey. A simple way to do that is to write to them regularly. I’d like to help you out with this by giving you my list of 30 Subject Lines to Keep Your Subscribers Opening and Reading Every Email, so you never run out of ideas to write about. Click on the button below to get your copy.
May the Force Be With You.