Your clients are our heroes
Should the voyage taken by users from the moment they first see your product until they convert into clients be epic, fantastic, filled with tests, enemies and hardship?
Of course not. The journey should be effortless and effective, but the potential client must be considered the main character in your strategy, as the hero of a narrative designed solely to help him reach its goals and your business’.
Let’s see how this concept of hero should apply in digital communication, and how it differs from the epical journey canon:
in the beginning, something is missing in your client’s life;
the exposition to the product is the quest call;
by entering the domains where its need or purpose will be fulfilled, he can’t turn back (so far, both narrative models match);
but, instead of going through adverse situations, there is no drama, and climax arrives with the conquest, or, in this case, acquisition;
Like any main character, it started as a passive subject (target audience) and, through action (resolving the need) a transformation occurred (into client).
The difference is, unlike the movies and other narrative formats we love, that journey should be planned and executed so that transformation happens problem free, and our hero doesn’t have have much of a story to tell, but something to show off.
In this movie that is the daily routine of a digital communication agency, our hero is the user.
The user is persona (the fictional projection of the potential client) in action. He clicks, he searches, he browses, who has a goal in those actions to reach a company’s services and products. It is the pupa state before turning into a client.
Let’s go back to the previous list and see how each of those stages involves a deep knowledge of the user.
To know your target, what he needs and how to get to him, you have to know your product, who is it for and find those people. After knowing who they are and how to talk to them, we define the image, the language and channels to reach them. We identify their needs and present the the solution: your product.
After being exposed to the product (the object of desire), through the selected channels (email, social networks, ads), the user is presented with a gateway that will help him reach his goal.
This gateway can be a landing page calling to a specific action, or directing to the acquisition process, a form, an info page. The important is to create a point of no return in the conversion process.
This is where the user becomes the actor in the process of acquisition and conversion.
(Not Kafka). All the actions and interactions should be thought out so the goals of both user and company meet.
A travel agency can sell holiday packages and derivatives, but the user has specific goals in mind: booking a plane ticket is not the same as booking a hotel room, and that is different from renting a car.
Identifying these goals will define the mechanisms needed to reach them. The users needs must be comprehended and create the best path to satisfy them.
Mission accomplished. The princess was rescued, the treasure is found, victory is ours. No obstacles whatsoever, the user just had to follow the required steps and not a single more to reach its goal.
It sounds a bit anticlimactic, but if you add hardships you’ll lose the users. Our story will have no heroes, or, your company will have no customers.
The focus should be on the users.: in their profile, in their needs, habits and goals. Knowing all that, we’ll know how to devise and execute the best experience for them, with the best results for you. Drama free.