“OH MY GOSH!!!!……… Out of the blue this guy is placing and sending a very expensive order to QFD today ….. he hasn’t seen our work, and hasn’t spoken to anyone here…..”
That was the text message I received from Fred Sweisthal, one of my customers.
So what made Fred’s new customer so ready to buy “out of the blue?”
Well, it wasn’t so “out of the blue.” Fred’s customer was going down a well-planned breadcrumb trail that was designed by Fred to produce a sale. It was not by accident; it was planned to work this way.
The journey
The journey for the new customer started about six months ago. When on January 30th, Fred’s new customer began searching online and found Fred’s website. He was “tire kicking” and wasn’t ready to buy, but he did subscribe to Fred’s newsletter.
Over the next six months, Fred nurtured his new relationship by delivering content that was of value. Every piece of content had a purpose and a planned outcome. The content had to be engaging, entertaining, visually appealing, tell an interesting story, and most of all be relevant to his subscribers (fans). The content also had to be optimized so that search engines could easily find it.
They chose you
I believe those who receive Fred’s content and newsletter on a regular basis feel like they know Fred though most have never spoken to him. They appreciate his personal stories, his expertise, and they like the way he entertains them.
Fred’s fans look forward to his story, and it shows.
