Marketing training company Digital Marketer makes a lot of sense with their ‘value journey’. I use it a lot, and more often than not, the clients I show it to recognise the graphic, so it clearly resonated.
The idea is that all great clients start from a position of never having heard of you. Somehow, you have to attract their attention, and you do that by entering their heads and talking about what they are interested in. If I have an infestation of red beetles on my lillies (I saw this yesterday, a friend, on Facebook) and you are a company with a solution to that, if you appear to me somehow in that moment, you have my attention.
Then I have to decide whether to click to read your article or watch your video. Usability says .. I may be commuting and near my stop. Maybe I’m at home and the kid might start crying. I may just be trying to relax before sleep and not want, in that moment, to become alert. I could be at work, and not supposed to be looking at personal stuff.
But if you get me to click .. in the initial seconds if it doesn’t load or starts looking like it’s the nineties or full of ads or whatever, I’ll hit the back button. But if it loads OK and looks promising, I’ll then scan. Is this worth my time? I may flick all the way down the article, see what the offer is at the bottom, read the headlines and the callouts. Decide whether to read or not. I may just buy straight away. Or I might read the article.
Then comes the decision, what next? Am I going to buy or not? And particularly if not .. do I want more of this sort of article? Do I want to give this company, this business, this person, permission to pop up in my life when they have something else to say? If so, I’ll like their Twitter. If I really want it, I’ll sign up to their mailing list. If they don’t have a Twitter account, I may seek them out on Facebook if it’s something I’m happy for everyone to see I support.
So now, in business, you have a cloud of people on your email list and subscribing to you on social media who like what you do but many of them haven’t bought anything yet. They are in support of your goals.
Well, that’s another topic. Let’s just say you should be clear what you stand for so that others who feel the same way will support you even if they are not prospects.
OK, so next up, you want people to buy something really small. A download. One track. Although clearly no role model, sexual abuser and comedian Louis CK made a lot of money before his actions became public knowledge emailing once or twice a year to say “I’ve cut out the middleman, and I’m selling this show as a download for $5”, which is great. But, y’know, don’t give him any more money.
Then we are into upselling and downselling. Given that we’ve proved these people have a credit card and know how to use it and that they are quite into you, so now you can pitch them maybe your best product. If they take it, great, do they want a carry case with it or to upgrade to the super-duper version or whatever. If not, do they want the cut-down version that’s cheaper, quicker, easier? The book, or the video, or the consultancy? This way they get the custom version that suits them.
Having delivered great customer service, you can then ask for a review.
And those who are most into you .. maybe you can get them to advocate for you, to refer you.
So that’s the value journey. Each stage requires a different approach, different ‘content’, to nudge people upwards.
My point about Twitter is this.
I used to read newspapers. Used to be really into magazines, loved them. Anyway, one time in a newspaper I read about a new wave of British poets. And just now, I’ve read an article about interesting global philosophers. Both might give me an outside-in perspective on where we are. What came after rave culture and drum n bass was acoustic music. The pendulum swings. What’s the next big thing? Maybe they know, looking from the outside in.
So my thing is to let them in. Let them pop up, serendipitously, in my Twitter account, one day. I want to follow them on Twitter.
Problem is, fewer than half have Twitter accounts.
I’m saying they should, although ‘should’ is a problematic word. Rather, it would be convenient for me in my privileged position if they stopped being amazing and tweeted for me. I get that, I really do.
So perhaps we are into the separation of art and gallery, the artist does the art, and the gallery sells it and protects the artist from worrying about sales or what sells. Perhaps philosophers need someone to run their Twitter account.
Both of those professions, it seems to me, are ideal for Twitter. Who else is better able to write short but meaningful messages? Headline writers, perhaps, but they are just in it for clicks. Poets and philosophers want to change the world.
Anyway, if I read about a poet, and they don’t have a Twitter account, that’s the end of that. I have to drop them. I lose them. I found them and lost them. It hurts. It irritates.
I don’t care if the Twitter account has few posts. Post twice a year for all I care. I just want to connect and know there’s a thread between us and that there’s a route through which you can find me again, if the stars align one day.
Otherwise, what was the point of the PR?
So. If you haven’t got a Twitter account, open one.