Section three — client experience
module six: your brand
module seven: your offerings
Watch the video below to listen to this page’s content, OR scroll to read the content instead:
Lights * Camera * Action!
The entire client experience is like one big production. Your goal is to entice your audience to onboard with your business and then wow them throughout the process. The two biggest components of the client experience are your brand and your offerings, aka the “attention grabber” and then the actual “production”.
Your brand is what attracts people to you.
It’s more than just your logo — It’s your whole persona and ethos. The language you use in your copy, the photography included on your website, and the feelings you evoke in your audience are all extended parts of your brand. Starting with a solid foundation is what will convince customers to pay the price of admission.
Once your audience has shown up, it’s time for you to as well.
How will you deliver value? What sort of recognition will they receive as a customer? How likely are they to recommend you to a friend?
These are all questions that you need to answer before you start selling.
When did you last pay to see a movie you’d never heard anything about? What about the last time you moved into a new house, sight unseen? Or that time you traveled to a far-off destination without researching anything about where to stay or what to do?
We don’t really live like that, and neither do our customers. Before they book with you or purchase from you, they want to be impressed with your perceived value. And before you can wow them with your value, you’ve got to first make yourself known.