Free. Straight to your inbox. Unsubscribe whenever you like.
The Customer Journey Workbook
Somewhere between "never heard of you" and "just bought from you", you're losing people.
The Customer Journey Workbook walks you through the five stages every customer goes through before they buy — one stage at a time — until you can see exactly which one is leaking.
Marketing feels overwhelming because you need a plan.
You sit down to sort out your marketing, and within ten minutes you've got a list of forty things.
Post more. Redo the website. Start a newsletter. Get reviews. Try reels. Chase that quote you sent in March.
So you pick whichever one feels least awful and do it for three weeks. Then you stop, because it's impossible to tell whether it worked.
That's not a discipline problem. It's a structure problem. You're treating marketing as one enormous job when it's really five smaller ones — and on most days, four of them are fine.
Five stages. Same order. Every time.
The customer journey is the path someone walks before they buy from you.
Awareness, research, consideration, purchase, loyalty. The only thing that changes is how long they spend at each one. Someone grabbing a meal deal in Tesco goes through all five in about ten seconds. Someone choosing a wedding photographer might spend eight months on the same path.
The workbook takes those five stages and turns them into questions about your business. You answer them honestly, and the weak stage becomes obvious. That's the one you work on. The other four can wait.
Lennie & Stan
Thank you for Signing Up
Thank you for Signing Up
Eighteen pages to help you plan
First, we go through who you're actually talking to. Four questions to pin down your best customer, because content written for a vague customer lands flat with everyone.
Then each stage in turn:
Awareness — What problem is your customer sitting with, in their words? Where are they when it hits? And what are you currently doing to be visible at that moment (where "nothing yet" is a perfectly valid answer)?
Research — The questions they're typing into Google at 11pm. Where they go looking. What content you already have, and what's missing.
Consideration — Who you're on a shortlist with, what customers need to see to pick you, and what a stranger finds unclear on your website.
Purchase — Where your own checkout or enquiry form gets harder than it needs to be, and the one thing you could fix this week.
Loyalty — Why a happy customer would come back beyond a discount code, and how you stay in touch after the sale.
Every stage comes with an ideas page — practical suggestions you can borrow if you're stuck.
And then the scan that finds the leak. Score each stage from "barely there" to "solid". The lowest score is where you start. One page, brutally clarifying.
Items have been added to cart.
One or more items could not be added to cart due to certain restrictions.
