The AmplifiedNOW Customer Journey

Mindstorms email header

I’ve been doing a lot of experiments in 2021, and from the outside, it can be difficult to see where everything fits together, which is why I’ve put together the AmplifiedNOW customer journey.

First, the customer journey is a way to show all the different ways people can learn from you, from free, to a small commitment of money, to a higher-ticket offer. Our company has a mix of all types, and though the customer journey isn’t the exact way every single customer connects with our brand, it is one way.

Here’s how I visualize it:

#1. amplifiedNOW’s free content

We have a blog and a free newsletter. We also have social media accounts, but one of my primary rules is to make sure we’re never posting anything on social media that doesn’t also exist on our website or through our emails. I strongly suggest you do the same, lest you find yourself at the mercy of some algorithm that has forgotten that people get impacted when they change something.

#2. Our opt-ins

One of the primary rules of inbound marketing is that every piece of content ends in a call to action. These can change depending on the type of content, but unless you’re using a snazzy content management system like HubSpot or Marketo, it’s better to manually swap out your calls to action once a quarter (or so).

We have a variety of opt-ins on our site, and this is our latest:

This is the Mindstorms newsletter, a weekly email that gives you a behind-the-scenes look at ways to add additional revenue streams or ways to grow your existing revenue streams.

What’s funny is that this kind of thing runs exactly counter to absolutely everything I’ve ever said about content marketing. If I had a dollar for every time I said, “don’t just ask someone to join your newsletter,” let’s just say I’d have hundreds of more dollars.

But that was before paid newsletters were a thing, and “join my newsletter” was a throwaway, something people meant when they didn’t have something to download. What it meant in practice was “add your email to my list, and once I get around to figuring out what I should send people on my list, you’ll get an email.”

Which I still don’t want you to do.

Newsletters are now much more strategic, and I’m excited. I love long-form content and new ideas, and I’m happy to be a contributor to that kind of thing moving forward.

Our newsletter has two components: free and premium. We are launching our premium subscription in January (preview link here), which will be a supplement to the free content you’re reading now.

The way it shakes down is that the free subscription will be high-level concepts. “Here’s something I’m seeing work in online business” with sparks. For some people, sparks will be enough.

For others, they’re going to want a step-by-step process. “Okay great, now I know what to do, tell me how to do it.” Those are the people who will benefit the most from the premium subscription.

We have other opt-ins as well. Here’s a sampling:

Because our free newsletter ties in with our premium newsletter, we’ll use that as an opt-in for at least the next three to four months.

#3. Lowest-ticket offer

The primary reason, in my opinion, to write a book, is to have something that people can buy that doesn’t put them out too much.

At $10 for the Kindle version and $20 for the paperback, the book is a great entry point for someone who wants to learn about how I help people.

If you go to MINDSTORMSbook.com, you’ll see it has its own customer journey of sorts.

The opt-in: MINDSTORMS Workbook

The higher-ticket offer: Come to the next MINDSHOP (really, do! We’re capping registration at 10).

Your lowest ticket offer, sometimes referred to as self-liquidating, because once you get it right, the offer itself pays for its own ads. Or, put a different way, you pay nothing for buyers.

It doesn’t have to be a book. In fact, it’s too soon for me to know whether writing the book was the right call for me and my business or whether the effort and energy would have been better spent elsewhere.

But when you have a book, you have a lot more ways to get attention from podcasts, local TV, and other media outlets.

For a lot of businesses, a very low ticket offer like this doesn’t make a lot of sense. I can think of some of my previous clients who should not pursue a self-liquidating offer, unless the effort required to spin one up is… how do I put this… significantly less than the energy required to write a book. So if you’re not sure what you’d do at this point, skip it. Come back to it once you have everything else nailed down.

#4. Mid-range offer

Our mid-range offer is the premium version of the MINDSTORMS newsletter, and will launch in January.

We’re mapping out the content, and I’m excited.

It feeds my interests wholeheartedly because it’s about building new revenue streams and growing them.

So we’ll have high quality content plus playbooks that dive deep into how to create these different revenue streams and how to amplify them.

And it’ll be things that are completely doable for small teams. Because that’s what we know. We know digital content. And we know how to amplify it.

#5. High-ticket offer

Our primary high-ticket offer is MINDSTORM mapping, a two-on-one coaching, mentoring, and implementation program where you get the best of both worlds:

My (Kathleen’s) big-picture thinking

One of my more useful superpowers is seeing potential income streams for just about anyone I talk to. “Just do this, then that, then this one other thing, and start promoting it,” is the gist of my advice.

And Emma’s outstanding process-oriented mind that leaves NOTHING until the last minute

Imagine your launch, but without the stress. That’s what working with Emma is like. She can help at the last minute, but she’s so hyper organized that when you work with her, nothing gets left behind.

The deliverables themselves vary from project to project, but typically include a sales page revision, a slide deck for a webinar, and the beginning of an email sequence.

See? Best of both worlds. It’s not enough for me to help you visualize how to carve out a new income stream. Chances are, you need a bit more assistance at the ground level.

We’ve had a lot of success so far, helping people either create a new income stream or amplify one they have that’s either not-yet-finished or hasn’t had a strategic launch plan assigned to it.

Not everyone is the right fit for the mentorship. In fact, only about half of all people we talk to end up being right for the mentorship program.

And that fact would stress me out, since mentoring is our flagship offer. But since it’s one piece instead of the only piece, I have a lot more ease in my sales calls, because I’m simply looking to help people who might be a fit.

Off-journey revenue streams

We have a few different revenue streams that are not part of the customer journey.

Done-for-you content marketing, copywriting, and web design

This type of work has been our bread and butter for all of 2020 and 2021, and we love it. It gives us ground-level experience of what’s working now in content marketing, and what isn’t.

Why is it not even a part of the customer journey?

Simple. We want every engagement to start with the mentorship now. We’re able to produce such better results when we work with a client for eight weeks because we know what they need after that.

So we’re de-emphasizing that angle. We’ll still help people solve the problems we’re good at solving, but we won’t pursue new opportunities in this realm.

Niche content marketing for a handful of different industries

We’re building a handful of scalable income streams, and I’ll report back on those once they’re generating revenue. This is an experiment in doing “____ as a service” which is how all the software companies print money.

Affiliate income

A while back, I asked an important question: “Is it still possible to make a million dollars blogging?” and while you’re welcome to click over there, the answer is yes, so much yes, a hundred times yes, even if you start today, even if you’re not sure what you’d write about.

So is it possible for a blog like this one to earn through affiliates?

I think so. And I’ll start tracking. It won’t be a primary focus, and it’s definitely not part of the customer journey except incidentally (“Oh, you’re looking for a social media scheduler? Try HypeFury!”), which is my preferred way to approach affiliate income.

Conclusion: the amplifedNOW customer journey has been almost two years in the making

Putting together the roadmap almost certainly helped me more than it helped you because it’s such an internal process.

But the takeaway for you is to see what you have across these steps:

  • Free content
  • Opt-ins
  • Lowest ticket offer
  • Mid-range offer
  • High-ticket offer

Are there gaps in your customer journey? How can you fill those?

Hit reply and let me know if this was helpful.

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