If you’re reading this article then chances are your marketing sucks.
You aren’t alone, and it’s not your fault.
Nearly all businesses I have worked with first came to me with marketing that sucked, too. Yes, a few had some solid fundamentals in place, but it wasn’t set up in a way that allowed them to grow…which sucks.
This is a great travesty in the world: most businesses have marketing strategies that outright suck.
Why is that?
Because the vast majority of marketers and agencies have not been taught to hyper focus on human psychology and the customer journey.
These two things are the cornerstones of the Marketing RAMP®. I’ll use this as the baseline to walk you through why your marketing sucks, and how you can fix it.
Interested in the RAMP? Try Our Marketing RAMP® Software!
Our software will guide you through the RAMP build process almost as if you were working directly with my team.
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The Why: Let’s Talk About Human Psychology
Conversations with your prospect must be based on their actual actions, not just how you want them to behave.
Consumers used to follow a linear path, but no longer!
The real path to purchase is a complex back-and-forth shuffle of emotions and logic.
How the brain sifts through the billion bits of sensory information we're presented with on a second-by-second basis comes down to a very efficient process.
We feel first, then we think.
Neuropsychologists say this is because the emotional part of our brain processes information much faster than our cognitive processes (in 1/5th the time!).
This is the actual order of events:
Information hits our reptilian brain, which is responsible for our basic survival needs. This part of the brain determines if a message from your brand is worth paying attention to. If you fail to deliver an effective message, then it won’t make it past this brain's “gatekeeper.”
If your message makes it past the gatekeeper, it will be filtered through a prospect’s mammalian brain, responsible for feelings and emotion — this is where most of the purchase decision happens.
At this point, most humans make purchases based on their feeling mammalian brain and often justify it using their logical brain. The logical part of the human brain is responsible for complex decision making. This is where perceived value is explored and where prices and discounts are weighed.
If your marketing isn’t addressing all three areas of decision making in the human brain then that could be a big reason why your marketing efforts are currently missing the mark.
But there’s another element at play here with human psychology, and that’s the modern customer journey.
Because the path to purchase is not a straight line. Customers are a broad, varied group and they have different needs, goals, and behavioral patterns.
Unfortunately, most — if not ALL — marketing approaches ignore that and instead are designed to fit a single, straight line of a customer journey.
This brings us to Part 2 of this article. How to fix marketing that sucks.
The How: Fix it With a Better Customer Journey
It's true, the customer journey in its entirety is almost never considered in most businesses' overall marketing strategy.
Instead, most just try to push a single funnel to capture prospects and engage customers.
In doing so, you lose tons of qualified leads just because they weren’t being served the right message at the right time! Just because their actions on their way to their goals weren't taken into consideration.
This is leaving good money on the table.
The key to fixing the customer journey is finding a way to engage with all of those variances in an effective, intelligent way that builds relationships and nurtures customers down their own path to purchase.
That’s what I aimed to achieve in designing the Marketing RAMP®. Intelligent mapping of the customer journey so it always reflects current buying behaviors.
Rather than one big funnel where we keep trying to push an offer down a linear path — which more often than not, fails — the Marketing RAMP® consists of several highly targeted micro-funnels designed to address real human behavior at all points of their customer journey.
Now I'm going to walk you through how you can use it to map your customer's journey in such a way that you more deeply engage with leads and prospects to maximize revenue and drive growth.
The Solution: The Marketing RAMP®
The Marketing RAMP® is designed to mimic how humans develop relationships using the three evolutions of the human brain following seven pillars of marketing. When leveraged to its full power, this process will help you more easily and more consistently form deep connections with your ideal audience.
That’s because when you look at the entire customer journey and create stages that nurture customer experiences based on real human behaviors, you will see better marketing results.
When done correctly, you can more easily form deep connections with your ideal buyers.
1. Identify the Ideal Customers: You first need to get inside the minds of your customers to understand their every pain point and desire.
2. Craft the Brand Voice: Then, in order to speak to all three evolutions of the human brain, you must develop a brand voice and messaging that speaks directly to your ideal customer.
3. Create the Brand Pitch: Creating a brand pitch that captures your core message and can be used in your communications will create consistency and clarity.
4. Map the Customer Journey: Then, as driven home in this article, you map the journey your customers must take in order to go from strangers to raving fans.
5. Build the RAMP Stages: Once mapped, the stages must be built out (using automation and other tools) to lay out actions and responses for every path to purchase.
6. Infuse Points of Delight: Decide where and how to “WOW” customers with added delight.
7. Plan and Create the Assets: Plan the assets needed to bring your Marketing RAMP® to life.
If you’re ready to fix marketing that’s broken, then it's time to create a marketing strategy and system based on your customers' real expectations and how they think about the purchase.
Not only will this help you communicate with prospects at every level, it makes it much easier for them to see your brand’s value. Try it for yourself! Sign up and get free access to the Marketing RAMP® online software below.
Interested in the RAMP? Try Our Marketing RAMP® Software!
Our software will guide you through the RAMP build process almost as if you were working directly with my team.
Register for free today and you'll also get unlimited access to our online Learning Center!
Or, if you’d like to work with a team that can help you develop a marketing strategy and then do all the work for you, schedule a consultation with us today:
