#17 Educational Content: Deliver Value at Each Stage of your Client Journey w/ Marc Aarons

Timestamps:

[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.