Discover the Eugene Schwartz Eye-Opening and Always Ignored 5 Step Customer Journey to Convert Daydreamers into ‘Cash In Hand’ Buyers
Right? Convert daydreamers and tyre kickers, into splash-the-cash buyers.
That’s the plan!
You say: “…I’ll just find more cash-in-hand buyers”
Yep, that’s the expensive long cut. Do you know the difference between the two?
The shortcut uses Eugene Schwartz’s 5-step customer journey to convert daydreamers into cash-in-hand buyers.
The long cut? Where you jump from one shiny object to another with the hope (!?!) of a quick fix, a secret, or a knight in shining armour coming to save you.
The shortcut or longcut? Which? You decide. I love shortcuts.
Understanding and using Eugene Schwartz’s 5-step customer journey is the shortcut to cash, revenue, and profits.
These customer journey steps are from Eugene’s Breakthrough Advertising book, published in 1966.
- People are idle in a (problem) unaware state
- Something happens and people realise they have a problem
- People discover a solution exists to a said problem (ZMOT!)
- People realise a company can provide the solution
- People are ready to buy and fix the above problem
Yep, the 5 steps shortcut converting ‘daydreamers’ to ‘cash in hand’ buyers.
Coincidently, Google’s ZMOT mirrors the moment in the buying process when people research a product before they purchase it. This is step 3.
UASPM is my acronym. Don’t steal mine, figure out your own!
Don’t worry, I am Urban Renström, there is always science and research involved in everything I say, teach, and demonstrate.
But,
Who Cares About Customer Journeys? “Just buy my S_1ty T-Shirt”!
The short answer?
You should care because in the next 5 minutes or 5 years ‘ daydreamers magically transform into ‘cash in hand’ buyers.
There is folly when you ignore top-of-the-funnel daydreamers.
It is folly.
Now is the time to take different actions to get different results.
Why Care about the ‘Customer Journey’?
Jay Abraham aptly summarized the growth of a business in three ways.
- get more clients (client acquisition)
- (upsell) get existing clients to buy more products or services (want that supersized?)
- (repeat custom) get each customer to buy more products and services (another can of Coke?)
Eugene’s 5-step journey is the first of the three – get (new) more clients.
Your job (because you are reading this), is to map out this discovery for people.
This map is a simple funnel.
A funnel will educate and entertain the top-of-funnel people. Skipping this costs money. The opportunity cost is someone else will and they will grow their business.
People’s Problems Demand Answers
So, how exactly do you get daydreamers to discover your brand when they figure out they have a problem?
You build brand awareness before they try to discover you.
Right?
And you catch daydreamers’ attention with different types of content, (don’t roll your eyes to heaven!! yes I’m watching you!!) Think that if daydreamers are on a journey, then the content they consume is the train they need to catch (platform 9 3/4!) and trust is the grease to get them on board.
In the Customer Journey Website Content Is the Engine and Trust is the Carriage
You build trust by giving. Simple as.
Best way to sell something – don’t sell anything. Earn the awareness, respect, & trust of those who might buy – Rand Fishkin
Give answers. Be helpful. Be useful. Become the utility in your niche.
Be the Pythia. The Oracle of Delphi. The light in the darkness. The giver of knowledge.
Bestowed upon you is trust.
Trust.
Right?
A Trust Building Customer Journey Story
Dara is his name.
He is a Saab mechanic – calling him a mechanic is like labelling Harry Potter just a wizard or Anakin Skywalker just a Jedi knight.
Dara – as a newborn was brought how in a P1800. He lives and breathes Troolhätens finest – for life – even though they no longer are making new ones.
People from all over seek out his expertise. Because he is the expert.
See my wife owned two Saabs sedans. Owning a Saab was her childhood dream. I had nothing to do with it – see my name!
I give you one guess who I trust to fix her prized 9-3 when the check engine light, the red ‘help me, Obi-wan Kenobi help me, pops on?
Right?
Care to know how I learned about him? From one off-handed comment in a small local online forum.
Yep.
Google and the rest is history.
He does not have a website, no FB page, no YouTube channel etc. So that one comment was the crumb I need to find him.
Well to say his knowledge was helpful is understating the matter.
Using him to fix the prized 9-3, when others could not is priceless.
And all down to trust.
From the below graphic marketers or salespeople don’t rate high at all on the trust scale.
Trust is the bridge between Eugene Schwartz’s Customer Journey and Selling Products and Services
Yep, trust is the $60K bridge. The bridge between daydreamers and cash-in-hand buyers.
Build trust by giving value. The more value you give, the more people like you, the more they like you, the more they trust you.
The faster people will shout ‘Take My Money!’
How to catch the attention of Daydreamers and the 4 other groups.
At each of the 5 stages, people ask questions. ‘Is this problem a problem?’, ‘can this problem be solved?’, ‘who can solve this problem for me?’
Your ‘job’ is to determine which questions are the most important at every stage of this customer journey. Brainstorm questions from different angles, perspectives, and life views.
For example,
- Problem unaware – (daydreamers) do not have any questions because they are unaware of any problem.
The top of the funnel is best for entertainment.
Point in fact; because people are daydreaming, catching their attention can be easy if you use a quiz, a game, viral videos, or a competition.
As people are mindlessly scrolling through their Facebook™ and Twitter feed is ready for distraction!
Provide that distraction.
- Problem aware – What is that funny noise from the air conditioner? Is this a problem to deal with? Is that rash on my arm normal? Why does my foot hurt when I jump up and down?
Content to show/provide: use widgets, community forums, celebrity, or celebrity endorsements, and the easiest and cheapest is to ensure the content on your blog that answers the questions.
- Solution aware – yes, that is an odd noise from the air conditioner, anything I can do to fix? How can I get rid of that rash on my arm? Is that rash cancerous, contagious, and dangerous?
Content to show/provide: articles, eBooks, newsletters, infographics, guides, trend reports, and maybe demo video
- Provider aware – who can fix my air conditioner? Who is the local GP to look at that rash?
Content to show/provide: product features, events, case studies, demo video.
- Most aware – people are ready to buy and only need the price.
Content to show/provide: checklists, webinars, case studies, calculators, testimonials.
Each requires different quality, depth, and quantity of content.
The 5-step Journey, Trust, and Content.
Make content for each of the 5 stages. You’ll build trust and convert daydreamers into cash-in-hand buyers.
Trust this to be true, as you trust me one degree more than earlier.
And you are one step closer to saying ‘Take My Money’ and help me…
Total B.S? Let me know in the comments.
