How to Create a Consumer Journey Map (The Easy Way) | Part 2
This week we’re going to break down exactly how to interrupt the consumer journey and create the perfect Loyalty Loop experience. And we're gonna do it with the help of a slinky... Yup, a slinky.
Who remembers when we mapped an entire consumer journey the easy way on The Loyalty Loop? Well, we did it in the hopes that this guy would sign up for a software product called Proposify. (Missed that one? Catch up here!).
Unfortunately our guy ended up recommitting to a product he already owned called Canva instead of signing up for Proposify. Today’s job is to create a new kind of experience that will get him to make a commitment to Proposify instead.
So here’s what we know about our guy:
His MOI — moment of inspiration — is that his proposals don’t look that great. He needs something fancier.
His trigger question is “how can I make my Google Doc proposals look better?’ And his prime brand is Google. Easy! He’s in the active evaluation stage: he’s searching for a solution.
Getting the First Moment of Commitment
Imagine we’re the folks from Proposify. What we need to do is secure a first moment of commitment from our guy, one that will help him answer that trigger question.
And the Canva threat is still looming so we have to be pretty clever to interrupt his active evaluation journey before he gets too close to re-committing to Canva. So we hit him with a Google Ad:
“Download 10 free sexy proposal templates for Google Docs and how to customize them. Click here.”
Great ad, huh? Now that ad is going to lead to a landing page. And on that landing page we'll invite him to sign up with his email address to get super secret exclusive access to the templates. And there it is. We’ve got that first moment of commitment.
So far, so good.
Creating the first Loyalty Loop experience
But here's where most of us go wrong. We get someone to enter their email address for some templates, we send them the templates, and then we bombard them with emails trying to get them to sign up for/buy our software or product.
That is a terrible experience. No one likes that.
If we’re going to get him to sign up for Proposify — our ultimate goal here — we need to create and craft a real experience. We need to create our first Loyalty Loop experience, an experience designed to create a new moment of inspiration in the mind of our consumer. And now we’re finally getting to the slinky part…
Your new goal: think like a slinky
Think of it this way — a Loyalty Loop experience is a series of encounters designed to build a relationship with a prospect or customer. And whoever you're targeting, it's all about the relationship because relationships build trust and trust drives revenue.
So picture the slinky. If you uncoil it, you get this never-ending coil of a relationship. And that first loop is your first moment of commitment.
It’s entering that email address to actually get better proposal templates. From there we need to create new moments of inspiration in the mind of our audience, that recreate a new moment of commitment that creates a new moment of inspiration that triggers new questions that lead to a new moment of commitment and on and on we go.
Loop after loop, building an experience.
Designing the experience: Proposify
Back to our Proposify example. What we need to do is first map our prospect’s next moment of inspiration and define the next moment of commitment we want them to take.
We need to build a Loyalty Loop experience that helps our prospect to realize that maybe Google Docs isn't the best tool for building proposals.
The MOI we need to build towards is something like “wow, customizing Google Docs is so time-consuming!” And that should lead to the next trigger question. Something like: “is there a better way to send out proposals that look good, fast?”
We're almost ready to begin building the experience, but we need to define the moment of commitment we're gonna ask them to take next, and it's not sign up for the full-blown proposal system. No, we're gonna ask them to import their Google Doc template and customize a new proposal in less than 15 minutes with a free trial of Proposify!
Creating the micro moments
Now with our experience anchors, we’re ready to fill in the small steps of the experience, the micro moments that will get them to where we want them to go.
They've just entered their email address to get access to our super awesome proposals, so next we’re going to hit them with an email granting access to some super awesome templates, and they're going to watch a video that'll help them choose which is the right template for them.
A few minutes later we send another email saying “access granted” and it’s going to link to a video showing them how to customize the templates.
Now we're going to let them work on these proposals for a couple of days. And about two days later we'll send a follow up email asking them how the proposal customizing is going. Of course it’s slow going so you give them a couple of hints to make it easier, faster.
On day four we'll send this email: “You know what? Faster proposal sending equals more business faster. And these are three questions you should ask yourself if you want to find a better way to do proposals faster.”
Creating the next moment of inspiration
By now we've got them thinking about their new moment of inspiration.
Customizing Google Docs is so time-consuming; they're asking themselves exactly what we want them to ask. Our trigger question now is: “Google Docs is too slow, is there a faster way to send out great-looking proposals?”
And guess what? On day six they get a new email: “Move from Google Docs in less than 15 minutes!” Boom! And it's got a video showing them how they can actually take a Google Doc template, import it, and then actually customize it quickly so they can get those proposal templates out and increase their revenue.
So there they are, on day six, entering their email address at our next moment of commitment, importing a Google Doc template and customizing a new proposal in less than 15 minutes with a free trial of Proposify.
Remember the slinky? We've only done one moment of inspiration that led to one moment of commitment which has led to one moment of inspiration and to a new moment of commitment just for the free trial.
The next loop? Creating a new moment of inspiration that’ll have them reaching for their credit card to buy the product itself.
But wait, we’re not done there. Even after we have their credit card details we need to make sure we create continual moments of inspiration to make sure they recommit every single month.
Playing the long game
Creating a great Loyalty Loop experience isn’t a quick fix.
It may take a few interactions to help them get to the point where they realize they have a new problem. But if we get it right we’ve created a never-ending slinky — a continual movement from new moment of inspiration to new moment of commitment — and we keep our customers for life. That is a Loyalty Loop experience.
Have you created your own Loyalty Loop experience? If so, send it on over, I’d love to see how yours are working!
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