People only buy or take action or enroll into things or businesses or products or services with people that they trust people that they feel safe with…
So when we think about like my life and if you’ve listened to my life, it’s an interesting one, lots of extremes, you know, world records, crazy CrossFit stuff, physical fitness, things. I look back at my entire life with health and fitness and one of the biggest mistakes. That happened in my life with my health and fitness is that I always only looked at the next finish line, not the entire race.
So what do I mean by that? Meaning there were a lot of times where I’d be like, okay, I want to tie a world record. So I’m gonna train every single day to tie the world record till I tied it. But then I was like, what’s next? And I never knew what was next. So then it would lapse down.
But what am I really going for? What comes after CrossFit? What comes after? And so I think about it and there were always roller coasters in my health and wellness and fitness journey. When you think about my life intake with my sleep, my supplementation, my macros, my movement was it cross training?
It was whatever. And it was dictated by the moment because I was responding to my circumstances. I was responding to what was around me and, and reinventing myself to meet those, but never holding a vision. For once I met those circumstances, or once I utilize that energy or momentum to create a result, what would come next?
And so then I was always left with what our friend Christine Hassler calls expectation hangover. She wrote a book on it called expectation hangover. But then I would deal with like this reflective period. And then what am I going to do? Where am I going to go now? There’s nothing wrong with that but it’s just something interesting. I notice I was on this one journey that was right in front of me. I’m going to tie the world record for a standing box jump. So for seven months, all I did was train, jump mobility, explosiveness, flexibility, legwork, and everything. Until I tied the world record when I was in Afghanistan and then I moved on today, but the next thing wasn’t right there.
And so I kind of just lolly gagged through my fitness. I checked a box, I did everything, but there was never that big pole. Because I had never bothered to sit down and ask myself . We’re playing a game of chess this is the long game I’m going to have a hundred years on this planet. This is fun. This is an awesome goal. This is an awesome thing to work towards, but this isn’t the finish line. And so now where I am in my life, I realized that it doesn’t matter to me, whether I tie a world record, whether I’m a competitive athlete, whether I can lift a thousand pounds or not. My goal is strength, functional fitness, health, recovery, eating clean, like treating my body like a well oiled machine.
And it’s so easy now because I am so clear on that vision that I have no problem getting up at 3:30 AM or eating clean and cravings are gone. And all of those things are gone. Now the difference is that now I have a mentor in my life. Who not only knows where I am, but knows where I want to go.
And so when there’s times that I can’t think about where I want to go a year from now two years from now or three years from now, they keep me on track to hit my goal today to do the small things today that are going to help me get there. And then reminding me of what that big vision is. And so fitness and health seem easy to me now.
The Key to marketing
When we think about your customers in your customer journey. One thing to simplify marketing forever and I opened with what was the biggest lesson that I learned or something that I learned and I implement taking forward. And the one thing that you can do to simplify marketing forever is to know where you’re taking people, but there’s a big distinction here.
When you think about your customers or potential customers, every single touch point that somebody has with you. Or your business is a part of a customer journey. It is either moving them one step closer to their goal through you, or one step further away from you, which might even be putting them on a path to their goal. But one of the mistakes that I made for a long time that I see a lot of people make is they have a customer and they’re going to sell this course. Are they going to sell this product? And then all they think about is that front end journey.
But what happens when they complete that product? What happens when they’ve used it for 20 days? What happens when they’ve achieved one of the four goals that you promise, but need help with the rest? Not enough people take the time to map out. What that customer journey looks like or what that dation destination looks like.
Not only to where the customer can see they’re going to go, but where they’re going to go next. And it doesn’t mean you have to build anything per se. It means you have to know, you have to think about it. Because when we find our customers, our customers are normally only able to see to their next touch point or their next goal or their next right.
Like they might want to lose a hundred pounds.But if you say like, okay, we’re going to lose a hundred pounds today, it’s not going to work. All they’re going to be focused on is moving for 10 minutes today, drinking water and eating clean. Your job is to hold the hundred pound vision. Well, their job is to do the work and the small things every day to get them there.
When you think about your job on social media, email marketing, through your products and through your offers, just like everything in marketing. Your job is to take your customer, your viewer, your subscriber, your follower, whatever label you want to give them your family member, because these are beating hearts on the other side of your marketing on a journey from point A to point B one step closer to their goal being one step deeper in a relationship with your brand. Because you see when there’s a customer journey happening, there’s really two things that are happening. Number one is they’re progressing. Like I said, they’re either moving forward, they’re moving backwards. And they’re progressing toward their goal, but they’re also progressing in their relationship with you and your brand.
And these are two very important distinctions because people only buy or take action or enroll into things or businesses or products or services with people that they trust people that they feel safe with. And so all of this has to be there. And so think about it.
Most of our customers, even if they’re thriving in life, they’re coming to us because they have a problem or a challenge and we have a solution for that problem or challenge. And so a lot of the times, and you can think about this for yourself when we’re overwhelmed. When we get stuck, when we get confused, we just want somebody to tell us that it’s going to be okay. We want somebody to be like, Hey, I get it. I know where you are and we’re going to get there. But today I just need you to do that. And we either want somebody to verbally tell us, or we want to feel that way when we engage and enroll. And so if you gave a customer a choice and they’re like, Hey, I want to lose 30 pounds in the next six months. And I want to use your product. If you gave them the choice of like, yeah, buy the product, here’s your nutrition plan. Here’s your workout plan. Here’s your workouts. I’ll see you in six months or you buy the product. We’re going to email you every couple of days for six months. And we’re going to be in this journey with you. Don’t worry about losing it. We’re going to get you there. We know your goal. We know where we’re taking you. And we know that you’re going to get there with our support because where your teammates, which one do you think they’re going to choose? They’re going to choose the latter because they feel safe.
They get to advocate a lot of that pressure. They get to feel relief and safety on that customer journey with you and with your brand. Because not only have you thought about where they’re going tomorrow. Because they saw you on social media and they committed to buy your product. And they’re like, that was their step one. They’re not thinking about how they’re 60 pounds lighter. They’re thinking about, what am I going to do? I got to change my schedule. I got to eat clean. I got to move clean. Oh my God, there’s 8,000 things I’m supposed to be doing. I’m not going to do any of them. And your job is to come in and have that clarity in that vision to create that container and hold that space for them, that allows them to be present where they are and put in the work that’s going to actually get them there.
And so your job in everything that you do in marketing is to take somebody on a journey from point A to point B, you can do this in a social media post. We talk about this with the captain’s assessment. When you talk about somebody before state their objections, their after state in their asks, you can do this in one phase. You can take an after state be like, let me guess you want to be waking up with more energy working three hours less a day and having 20 minutes of meditation time. But what gets in the way of actions? Time two kids running in my room, not setting my schedule up, not making a priority. And so what are we end up? Well, you end up right here in our, before state overwhelmed, stressed, wanting something different, but not knowing where to start because we’re overwhelmed constantly. And the thought of starting and planning feels harder than it does just maintaining. So now I’m left with frustration and resentment and I don’t know what to do.
Mapping the Journey
So I want to take the thinking out of this for you. So l I want you to do is take out a piece of paper and in five minutes, just write down. Where you would like to see yourself in 30 days, 60 days at 90 days. And I want you to do it in under a minute. Just use a couple words to describe it. Use feelings, happy, clear working two hours a day and , leave it and then come back tomorrow on social. We’re going to get into the next part and leave me a comment when you’re done. That’s a full journey. I told them where they wanted to go. I related with some objections that were getting in their way.
I identified where they were so they could identify. And then I gave them a tangible call to action, to put into practice that would move them one step closer to their goal, or one step closer, wherever they want to go, whatever that thing is towards clarity or whatever. So it’s towards their goal. And so when you truly understand your customer’s wants needs, fears, and objections, then you can design these journeys.
Because if you think about it, content without structure and calls to action is just noise. What do I mean by that? If you’re out there, where in your business doing social media marketing, doing email marketing, doing podcasts, doing advertising, doing whatever you do to advertise your business, and you get somebody to stop what they’re doing to consume your content, or to give you their attention.
And all it does is capture their attention for a moment, but doesn’t progress them forward. Then by default, it regresses them backwards because that was an option tunity that they could have consumed something different or moved forward or drank some water or worked out. And they didn’t. And so that is a touch point that is developed with your brand that has somebody remembering whether consciously or subconsciously that the last interaction they had with you.
Felt shallow felt empty, felt unsafe versus a really simple one where like, if you’re going to post the photo of that recipe, Don’t just give them the photo, give them the ingredients, given the directions and be like, and tag me when you make it. I recommend making it in the next 48 hours. Or leave me a comment and let me know when you’re going to make it this week and add it to your menu. Or you’d tell somebody that drinking water, right. Well, we can tell somebody the importance of drinking water. They’re probably stopped and interested cause now they’re waiting for you to tell them what to do our businesses and our marketing. Lead people. That’s why they follow us.
We post because we lead, which means at every moment we are leading and we need to be leading people forward. So as you think about this, start thinking about in your business, Hey, I have this 30 day program. And I love it. It’s converting really well. All these people are coming in or what happens when they’re done? Where do they escalate? Where do they get to the next level? Where do they take the next step, right? Or let’s say you sell a physical product and on average, your physical product lasts 30 days. Well, the default you’re going to be like, yeah, well, they’re going to use it for 30 days and then they’re going to buy more.
Not if in that 30 days it solved their problem or it doesn’t solve their problem. But think about it. Let’s say you sell a supplement that helps people sleep better, have a better mood and more energy. They’re probably tilting and leaning in for one of those reasons. And so then after that 30 days you’ll have to know I should probably produce content on energy and mood. To take them on that journey to solve all three. And then when they’re done, Oh, I should introduce my next product, which is going to help them sleep better, which would be a cross sell or an upsell that would be a cross sellthat would help them do it. So now I have a subscription to have a habit maintained, or you’re like, everybody’s buying my product to fix something. Because you either have preventative or regenerative. And so a lot of people buy supplements for one of those two or products. One of those two, I have a pain point in my life. And I’m buying your product, your service, or your offering to regenerate that or to fix that. But once they hit that journey, it’s not over because now there’s more that they must do to prevent it from ever happening again.
Assisting with vision
And it’s your job to not only know where your customers are today and where they’re going to be tomorrow, but to know where they’re going to be next week. It’s your job to know where your company is going to be in a hundred years.
But the only way that you do this is to start thinking through that. If you don’t have a next logical step in your mind for your customers, there’s not one that they can take. And so if you’re putting a post up and all you want is engagement on a post, number one, it’s not going to get engagement.
And number two, they’re not going to have that touchpoint to move forward because you don’t even know where they’re going to go. And so you need to be thinking about this. You need to be running this through the spectrum. I’m about to post on social media about water. Once they start drinking water, what would be the next step? Maybe they can have some sleep hygiene. So tomorrow I’ll let them know or I’ll let them know today that tomorrow I’m a news story on the three tips to help them sleep better so that they can absorb that water correctly and feel better. And then you know that after they’re drinking water and they’re hydrated, and then they’re sleeping better, that the next step for them is to join your seven day challenge or to grab your product.
But you have to be thinking about these things when you post, because if not, it’s just noise. It’s just screaming for somebody’s attention. And then when they give it to you and not doing anything with it. And so every one of those touchpoints is an opportunity for you to be moving your one step closer to their goals and why one step deeper in a relationship with you and your brand.
And so I might do like a full episode of it this next month. I break this down in the lighthouse method course like you guys hear me talk about all the time. If you’re in, you know, how amazing it is, if you’re not, and you just want to check it out, go to www.Becomealighthouse.com.
I map out the entire journey from you. I take you through all of it. I help you understand the copy. The pain points, the offer, the modalities, I E what content to post to what lead magnet, to what paid product, to what the journey looks like on the back of the paid product. And so it’s there. Okay. But, well, you don’t understand this, everything that you do from this point forward, you need to think in every piece of content, where am I meeting my customer? Which is their before state. Meeting them where they are and where am I taking them from here? And you need to remember if you’re my age, you’ll know this movie. What about Bob? My favorite thing about what about Bob is the biggest takeaway was baby steps..
People can’t commit to three things at once. Six things at once 12 things at once. People can commit to one thing at a time, people will tell you they can commit to three, but they won’t. Your job should be breaking things down by step, by step and bread, crumbing people into their journey. Bread crumbing people from social to a lead magnet, to a piece of content, to a product bread, crumbing people from an ad to a content, to a product, but thinking meticulously through that journey and what it could look like.
So that no matter what you can’t lose the game. One caveat of this, I’m going to have to do a full episode on this one. I get asked all the time. I have a product, I have an offer and it converts, how do I scale it and get more buyers? How do I get a thousand? I’m making 20 a day? How do I get a thousand? If you delivered at the best of your ability, there will be people knocking down your door and begging you to let you sell, to let them sell your products. And you would be kicking people away with a stick.
Normally the difference between 20 products a day or 10 products a day, and a thousand is the completion of the journey so that everybody gets through it can tell all their friends and they come in like wildfire and then other people want to come promote your product.
And so when you think about this you need to ensure that that journey is clear everywhere in your soul content, on your blog content, on your ads, on your lead magnets, on your paid products. If you sell a 30 day program, you sure as shit better have 32 emails. If you sell a 90 day transformation, you better have a 90 day journey designed.
And the next 90, where they’re going to go after that, you need to know. If you’re going to plant your flag in the ground and say, I’m a business, I help you do blank. I helped you lose weight. I help you feel better from the inside out. I help you double your marketing. I help you with email marketing, pick your business. That means that you need to know. Where they are and what you’re going to help them with in that moment, and then where they are going to go. When that part is done, you are proclaiming to be the leader. You are proclaiming to be the lighthouse, which means that you have to understand their journey. Where they are, where they want to go and where they need to go a year from now and five years.
And now, before they ever do, and that is a guaranteed way to simplify your marketing and to make every single thing you do intentional and serve a purpose so that you can create the results that you want for them and in turn for your business.