Chapter 1

The Customer Value Journey is the process every prospect goes through to become a new customer.

It’s how strangers become buyers and, eventually, raving fans of your business.

The hard truth is that marketing is not a one-step process. There are eight stages you must account for on the path to purchase and promotion.

But I have great news. If you understand that process (aka the Customer Value Journey) then you can intentionally engineer your business in such a way that it moves people predictably through these stages.

In other words, you’ll no longer wonder if you’ll be able to generate leads. You won’t have to cross your fingers and hope for customers. When you understand the Customer Value Journey, even reviews and referrals will become automatic.

The Customer Value Journey is the foundation of everything we do here at LonelyMarketer and DigitalMarketer. In a way, it’s the roadmap of everything we teach.

It’s so important that we will make this bold statement:

The job of marketing is to move prospects and customers seamlessly and subtly through each phase of the Customer Value Journey.

In this Execution Plan you’ll create your own Customer Value Journey canvas and start down the path toward creating a more predictable business.

How to Get The Most Out Of Your Execution Plan

Here’s how to get the most out of the content in this Execution Plan,

1. Read the entire EP once – Read through this entire EP, watch any videos and download the resources. Don’t execute on the steps until you have finished reading the entire EP. This will help you understand the progression of the steps and put them into context.

2. Complete the steps – This Execution Plan is a checklist. Each step builds upon the next. Complete each step in order.

3. Get your questions answered – bring any questions about this Execution Plan (or any other marketing question) to the LonelyMarketer Facebook Group. This is where your fellow business owners and marketers share their wins, losses and help push/guide each other across the finish line.

The Two Critical Questions You’ll Answer

In this Execution Plan we’ll pose two questions to you about your business:

Question 1: What value do you provide to the market?

In other words, why does your business deserve to exist? Why should a prospect engage with your agency or buy what you are selling? (SPOILER ALERT: They don’t care what you are selling, they will only buy one thing from you.)

Question 2: How will you INTENTIONALLY and PREDICTABLY transform ice cold prospects into leads, sales, advocates and promoters?

It is this second question where we will spend the bulk of our time. By the end of this Execution Plan you will have outlined the road map for INTENTIONALLY and PREDICTABLY moving customers along a journey.

You know the words intentionally and predictably are important because I’ve used them twice now and typed them with all capital letters to boot.

Here’s the thing…

If you have even a single customer, a Customer Value Journey already exists for your company. The question is whether you generated that single customer intentionally and, more importantly, could you do it again? And again? And again?

When you finish this Execution Plan you will have gained the insight needed to manufacture new leads, clients and even referral partners at will.