#17 Educational Content: Deliver Value at Each Stage of your Client Journey w/ Marc Aarons
July 11, 2023
On this episode of The Modern Consultant, host Marc Aarons discusses the newly redesigned website and the importance of positioning. Marc introduces the Product Flywheel Framework, which consists of four parts: Revenue Flywheel, Audience Flywheel, Offer flywheel, and Sales flywheel.
He emphasizes the Sales flywheel and the role it plays in the customer journey. Marc explains that values-driven decisions are crucial when choosing clients to work with and provides tips on incorporating values into positioning.
He also shares the importance of analyzing patterns across clients to align values in service professionals' work. Marc discusses how positioning affects every touchpoint in the customer journey and highlights the value of a diagnostic tool in identifying potential problems and solutions.
He uses examples like 16personalities.com and Rubik's cube to illustrate the importance of sequencing and problem-solving. Marc introduces a diagnostic quiz to analyze the product flywheel framework and create custom roadmaps. He stresses the need for a roadmap before starting any project and the impact of delivering content at the right time.
Marc concludes the episode by sharing content needs for service professionals in the early stages of the customer journey and encourages feedback.
Timestamps:
[00:02:46] Service professional positioning relies on values alignment.
[00:02:46] Service professional positioning relies on values alignment.
[00:05:49] Content needs for service professionals: problem awareness, diagnostic tool or process.
[00:08:29] Right sequence crucial for solving Rubik's cube. Product flywheel framework helps solve the issue. Diagnostic tool and quiz used to evaluate. Custom road map created based on needs.
[00:10:52] Diagnostic tool, provides insight, valuable in sales funnel.
Topics Covered:
1. Introduction to the new website redesign and the "work with me" page
- Mention of the product flywheel framework on the "work with me" page
2. Overview of the Product Flywheel Framework
- Explanation of the four parts: revenue flywheel, audience flywheel, offer flywheel, and sales flywheel
- Focus on the importance of the sales flywheel and its connection to the customer journey
3. Positioning and Values-Driven Decision Making
- Emphasis on the need for positioning before designing the customer journey
- Incorporating personal and professional values as a differentiator
- Using values alignment as a guide for working with clients
- Examining patterns across clients to clarify values alignment
4. The Impact of Positioning on the Customer Journey
- Positioning's effect on every touchpoint in the customer journey
- Importance of aligning content, messaging, home pages, emails, and advertisements with positioning
5. Introduction of a Diagnostic Tool for Problem Identification
- Example of 16personalities.com and its personalized Myers Briggs personality test
- Value of including a diagnostic tool in the sales flywheel to provide educational content
- Mention of a diagnostic tool for identifying potential problems and solutions
6. Focus on Helping Service Providers Prioritize Family Time
- New positioning emphasizing spending more time with family
- Data revealing that over 50% of clients are service providers seeking more family time
- Importance of understanding clients' driving motivations for positioning
7. Importance of Solving Problems in the Right Sequence
- Introduction of the Rubik's cube analogy for problem-solving
- Introducing the product flywheel framework as a solution
- Need for a diagnostic tool before introducing the framework
- Creation of a 10k course quiz for diagnostic checks on the product flywheel framework
8. Importance of Having a Roadmap and Aligning Values
- Highlighting the value of having a roadmap before starting a project
- Focus on aligning values with actions
- Commitment to providing value throughout the customer journey
9. Content Needs for Service Professionals in the Early Stages
- Importance of problem awareness to guide customers towards the best solution
- Content needs during early stages, including diagnostic tools and needs analysis
- Creation of a 10k course quiz as a diagnostic tool for online course experts
10. Creating Diagnostic Tools to Increase Problem Awareness
- The complexity of diagnostic tools based on niche or industry
- Power of diagnostic tools in raising problem awareness
- Example of WebMD's symptom checker as a diagnostic tool
11. Challenges in Problem-Solving and the Rubik's cube analogy
- Difficulty in solving different aspects of a problem without creating new issues
- Frustration of feeling stagnant or progressing backward
- Importance of solving for all sides of the Rubik's cube
12. Testimonials and Impact on Clients' Families
- Testimonials highlighting the impact on clients' families
- Appreciation of the impact on families and acknowledgment of its importance
13. Positioning as a Business that Helps Position Clients
- Value in positioning oneself as a business that assists clients with positioning
14. Creating Messaging for the Customer Journey
- Importance of creating tailored messaging for different stages in the customer journey
- Necessity to adjust messaging for various channels
15. Understanding the Stages of the Customer Journey
- Introduction to HubSpot's inbound leads methodology
- Breakdown of the stages: visitors, leads, opportunities, buyers, and repeat buyers.