Here’s an interesting story.
Sarah, an experienced marketer, had an interesting encounter when her client, John, visited her office one day. John, an enthusiastic inventor, had developed an innovative gadget he believed would transform the way people communicated. With a gleam of excitement in his eyes, he introduced his creation, “CommuTech,” a compact device promising seamless and secure communication.
John’s journey wasn’t solely about inventing a product. He was a mission to redefine human connection and communication, setting out to bring people closer and foster a sense of belonging in an increasingly digital world. However, Sarah found it extremely challenging to convey John’s journey through compelling narratives that would truly resonate with the audience and drive them to act.
Have you found yourself in a similar position? Let’s dive into the fundamental aspects of a client’s journey that can significantly influence in achieving meaningful results and inspire action.
Five Key Aspects to be Evaluated in a Client’s Journey
When you begin a client’s journey, it’s crucial to reflect on essential factors that lay the groundwork for mutual understanding and aligned goals to deliver meaningful outcomes.
1. The Past Journey
Many businesses often adopt the traits and character of their founders or leaders. To create narratives that deeply connect with the audience, it’s important to thoroughly grasp the client’s or the company’s past journey and story.
Take the example of Yvon Chouinard, the brains behind Patagonia. Patagonia is a well-known outdoor apparel and gear company, deeply influenced by Chouinard’s passion for rock climbing and the natural world. His experiences as an avid climber and environmentalist drove him to establish Chouinard Equipment, which eventually transformed into the environmentally conscious brand Patagonia.
2. A Clear Mission
Inspired by personal life experiences, the client formulates a mission and vision heavily influenced by their own journey. They intricately craft products to effectively tackle the enduring issues customers encounter. A thorough exploration of the solutions and their inherent value is of paramount significance.
Keep in mind that the core mission of the company or client should be the primary driving force behind all your marketing communications.
Take Disney’s mission for example, which is all about spreading happiness. As a result, their marketing is centered on bringing joy and excitement into people’s lives.
3. The Bad Guy
Although you might not be facing dragons or villainous pirates, it’s important to recognize that every project you embark upon can be just as challenging and demanding.
The bad guy might be:
- The competition
- The economy/budget constraints
- Fraud and embezzlement
- Lack of knowledge/insight
Remember, the sooner you identify the ‘bad guy’, the stronger your narrative becomes.
Few journeys go smoothly. And those that do, don’t make good stories. Companies or clients might hesitate to share stories of their obstacles, fearing it may tarnish their image. However, those stories establish credibility. Demonstrating how you rise to the occasion when faced with adversity is a powerful means to cultivate trust and connection with your audience.
Dive deep into:
- Newly discovered regulatory requirements
- Technology gone wrong
- Budgetary issues
- Unexpected opposition
Now that you have gathered all the intriguing elements about the client, his discovery and hurdles, it’s time to vividly depict the potential outcomes that will captivate the audience and inspire them to take action.
When crafting the narratives for your client, consider the following aspects:
- Develop narratives that captivate your audience, making them emotionally invested in the client’s journey.
- Emphasize the growth and transformation of the client, showcasing the product, its value and what it aims to solve for the customer.
- Ensure that the client’s challenges and victories resonate with the audience, creating a strong connection.
- Guide your audience toward a specific action, whether it’s purchasing a product, supporting a cause, or embracing a new mindset.
- Keep your storytelling consistent across various media and platforms to reinforce the message.
- Adapt your client’s journey stories as your audience evolves, staying relevant and engaging.
The Happily Ever After
Achieving a “Happily Ever After” with your client is akin to a fairy tale ending. It happens when you thoroughly grasp your client’s journey in the market, deeply understand their products, effectively convey their value, and articulate their problem-solving capabilities to the audience.
A common challenge in the marketing world is the inclination to provide extensive descriptions of a company’s or client’s products through case studies, videos, website content, and other marketing materials. Despite offering detailed information, there’s often a disconnect in demonstrating how these products can truly enrich the lives or operations of the intended audience.
This gap between product descriptions and value communication represents a substantial obstacle that marketers need to conquer to achieve success in their marketing efforts and create their own version of a “Happily Ever After” with their clients.