Get your customers always moving one step closer to your business, because if you’re consistent with this. All of your content for free is going to congruently match what your opt-ins have.
Captain’s assessment
There’s really clear map for your customers that make them feel safe. So they know that there might be five things to do or 10 things to do, but all they have to worry about as the one, because you’ve already laid out the steps for them, even as simple as one word per step. How you can change your customers’ lives and so what do I mean by this? Everything that we do in business, in marketing and in really in life is taking people that come across our path and taking them on a journey. And so if we’re in the game of marketing, which most of us are, we have a product or service, then we’re really in the game of attention. What happens after we get that attention is what determines the success of our business. And so in order to capitalize on the attention, you have to know where somebody is and then where they want to go and really to get the right attention. You also need to know where they are so you can speak to their current state.
So one of the things that I talk about in our lighthouse method course. This is what I call the captain’s assessment. So one of the things that I talk about in our lighthouse method course. This is what I call the captain’s assessment. And the captain’s assessment is like a, my version of the avatar. And it’s broken down in a couple simple ways. It’s the before state objections that get in the way after state and then ask. And then at those, there are levels. And the three levels are rocks, reefs and Shoals and rocks are external beliefs. Things that we can look at a customer and we can see their experience and they might have low energy or look tired or be fatigued or be overweight. Those are external. Then we have internal. These are the internal dialogues that they’re having. And then the deep levels we have paradigm.
The Customer’s State
But when we really think about how we change our customer’s lives, we have to know their current state. We have to know where they want to go. We have to know what keeps them stuck. And then we can start bridging the gap between where they are and where they want to go and giving them stepping stones or touches of light from the lighthouse that constantly guide them home. And you do this through the modalities that you teach. Modalities are things that you come up with that help your customers move one step closer to you. So habits, routines, tools, practices are levers. People can pull to achieve a specific desired result. The first thing is you have to do is you have to know the after state, you’re helping people achieve. You have to know where your ideal customer is going to go. And then you have to know what their current or before state is. Where you’re going to meet them, right? Because these people are going to come into your world at all different stages, but you have to have a really good, clear picture of where they are. What has to be put in place to help them get to where they want to go? And so then the next question is if you know where they want to go, And then, where they are, what is one thing that they can do from where they are to start on their path towards their desired after state.
And then the next thought processes, what can be stacked onto that first modality to enhance or speed up the process and for how long? And so this is where the book from James Clear on atomic habits comes in. And this is all stuff that you’re just helping people with before they even get into your world. And there’s a really important concept here to understand is that you are not the solution. If we are ever, in this point in our business where we are the solution we lose, because you can’t be the solution, you have to be the messenger of the solution. And so when you have these solutions, then you realize that these are the stepping stones that get somebody from where they are to where they want to go. And so then you ask yourself, okay, I got it. I know where my customers are. I know where they want to go. I know what gets in the way. These are the modalities that I’m going to use to teach them. And when I say this, I think about this. If you were to fast forward your business 10 years into the future, and I took a thousand and a thousand of your ideal customers, and I put them in a room and I said, Hey, I need all of you to tell me the five things that this company helped you with. They’re all going to come up with an 80% similar solution.
And so once you know that journey for your captain, IE, your customer, and then you ask yourself which modalities can be free. And the way that I look at content is really simple for me, an idea is free, right? So a modality about walking and the power of walking and talking about it. That’s an idea that’s free, right? If I take that same idea and I add structure and accountability. It becomes an opt-in. And then for paid content, in my opinion, it’s an idea with structure, accountability, and access. And so then it might have video calls. It might have an office hours call. It might have, support with your team. It might be whatever. And so I look at content that all the content we use is the same. The only difference of how we deliver it as how we package it.
Modalities
What makes the modality work is the consistency and accountability. And I say this all the time that the biggest enemy of a business is not that somebody doesn’t buy your product. The biggest enemy of your business is that somebody buys your product and doesn’t achieve the desired result because then they become an anti-marketing machine. And I see a lot of people think like their job is done when somebody buys. That’s when your job starts, it wasn’t even your job to get them to buy your job. Isn’t complete until you fulfil on the promise that you made and collected in return. So if you collected an email and you offered somebody a seven day guide to detox your job, isn’t complete until you’ve taken them through seven days and help them detox. And so your job is to create accountability for your customers. The modality only works if it’s consistent. It only works, if they’re accountable, they’re not paying for the modality. They’re paying for the consistency and accountability, and that’s how you change people’s lives. And all of this can be automated. This is why I designed customer journeys in such depth. With ease in our eternal flame method program.
And it’s really only one of two directions when we design customer journeys or when you design your own customer journey and maximize your email with simplicity and ease. You’re really only designing journeys for a set amount of time, which I call duration or a set of steps, which I called direction. And so really now to paint this big picture, how do you change somebody’s life? First you identify who your customer is and where they are in their before. Say, then you identify where they want to be in their after stay. You identify the objections that get in the way of them achieving that after state. And then you look at what you have to offer in your expertise. And you’re like, what do we have? What do we teach? What content do we have that helps people move them from their before state to their after state. And then which ones would make the sense the most to put into some structure and accountability to have as an opt-in to lead into our paid programs. And then which ones would be the best to deliver in our paid programs, where they would have access on top of the structure and accountability. So that they are consistent and achieve the result. And you have this really clear picture of what your content marketing and what your customer journey should start to look like for the next five years, 10 years, or a hundred years.
Be really crystal clear on how to change your customers’ lives. And that’s by just understanding where they are, where they want to go and the power that you bring to the world and your power and your expertise is in what you know, or what you can source. And then when you take those ideas and you put them in structure, you create what I call containers and these containers are what. Get your customers always moving one step closer to your business, because if you’re consistent with this. All of your content for free is going to congruently match what your opt-ins have. So every piece of that content that somebody sees that shifts an idea or creates dissonance, or has a belief or moves them forward.
You have to use email. It’s the backbone of your business. You have to respond to your customers. You have, and it’s the same consistent message over and over from me. And then as somebody gets ready and they identify now’s the time, there’s a very clear path for them to come in. And so when you look at your business, when you look at your brand, when you empower your team, everybody must be consistent and congruent and showing up with the same manners so that every touch point is moving a customer one step closer, and one step closer, and one step closer to giving you their attention for free. Or the email for an opt-in or their credit card for paid so that you can deliver the result that you promised, which would then allow them the result that they desired, which would then make them want to escalate up your value ladder or buy more of your products or hire you for coaching or keep your service longer. And so the thing to remember is that the wrong way. In my opinion, to do marketing is to convince people that they’re always going to be broken and they always need us. Nothing positive comes out of that.
Get on calls with your customers and potential customers and ask them questions, help them and ask them questions. What are their goals? What are their hopes? What’s their life currently like? And what’s kept them from achieving their goals already. And with that information, you literally have the cheat codes to the game of business, because you can use that information to determine the most effective modalities that your people could utilize to take one step closer to their goals. And so here’s what I want you to do. I want you to take some time connect with your customers, like slide into their DMS, pick up the phone and call them, get on a zoom call with them and ask them, use them and ask them like, Hey, where are you? Like, where do you want to be? Like, what’s getting away? If I can make one thing to help you, if I could support you in any way, what would it be? I want you to write down exactly verbatim what they say, but then I want you to take a moment. And write down what it is that you’re going to do to offer them what message you’re going to give them. What modalities are you going to create? Are you going to use your content and put it in a process?
Making Your Competitors Irrelevant