A GUIDE TO DIGITAL LITERACY.

Your job now is to make sure the transaction is a good one, that the
excitement of the purchase develops into good will and trust.
The reason for this is simple: if the person doesn’t get value from this
transaction, they won’t move on to the next stage and purchase more
expensive things from you.
So, how do you make sure your customers have a good experience?
First, we assume that whatever the prospect purchased or gave up valuable
time for is outstanding. Great marketing will only increase the speed at which
your business fails if you don’t have outstanding products and services.
Second, the prospect must get value from their last transaction with you. The
Excite stage of the Customer Value Journey is something you must return to
again and again. And every time, it should create excitement.
That being the case, whenever a customer or prospect does what you ask
them to do (attend this webinar, buy this product, hire me for this service), you
should engineer your marketing to maximize the chances they’ll get tangible
value from the experience.
Examples of Marketing That Creates Excitement
Your goal in the Excite stage of the Customer Value Journey is to make sure
your customer gets value from their transaction. Here are some examples:
• A married couple buys a Keurig (coffee maker) and uses the free coffee
servings and Quick Start Guide to have an amazing cup of coffee within
minutes of opening the box.
• A new user of the Spotify music streaming app goes through an
instructional walkthrough teaching her how to build a playlist of her favorite
songs.
• A young man reads through 3 eye-opening blog posts recommended
via email by his newly hired Life Coach in advance of their first coaching
session.