Paul has been using automation since 2008 with hundreds of different business covering a plethora of industries.

He built campaign for Shark Tank winner that did six figures in its first 9 days. He helped an invisible dog fence installer removal seasonality from his offering.  He saves hours every month on operational/financial habits that have been streamlined (for a one-man show that’s a big deal). Built an audience over 1k on Twitter specifically for expertise on automated experiences. Paul earned thousands from Infusionsoft Cookbook and subsequent video courses.

Expert session

Tactic that has had the biggest impact on Paul’s success

Breaking down a customer experience and taking that strategy down into tactical execution

Result if you follow the steps in Paul’s session

A storyboard which maps out your customer experience and a methodology for breaking down how to execute on each step in the process

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

Because when we’re breaking down the customer experience, what we’re really trying to do is we’re trying to take our strategy of what are we trying to do and marry it with the tactical of how are we actually going to do that? And then actually, it’s almost storyboarding out how you’re going to do that.

So for example, let’s say that you want to offer a lead magnet, right? Let’s say that you’ve produced some PDF that has something in it that people are interested in and you want to deliver that to people. So the high level strategy, what are we trying to do for the business, would be collect leads And I don’t think anyone would disagree that that’s a bad idea. It’s probably a good idea for business, right?

Yeah, absolutely. I think you know, collecting email addresses if you’re not doing it, you’re missing out on a ton of business.

Sure. So that’s the strategy. And then tactically, how are we going to collect these leads? Well, let’s say we’re going to offer a lead magnet, you know, offer lead magnet to people, you know, to them. So that’s how we’re going to do it. So when it gets to the customer experience and mapping it out, you want to treat it like a director, treat storyboarding out a film or a movie.

I’m sure you’ve probably seen behind the scenes or something somewhere where there’ll be literally a big piece of paper with empty squares on it. And they’ll hand draw in the general shape or flow of what they want and they’ll put notes underneath it and you know what kind of things need to be in the scene or if there’s a special effect or sound.

Yes, they do. And they’re making out a scene in a movie or a TV commercial.

So customer experiences are the exact same way. And instead of, in a movie where it’s shot to shot, we’re storyboarding from moment to moment. So this would be the first step and mapping out. Now the strategy to tactical execution, you’d always start by mapping out kind of the experience or the moments that you’re going for.

So again, we’ll use this lead magnet example. So someone gives us their email, we want to send them this PDF, right? So let’s actually climb into this experience. So what’s the first moment or what’s the first thing that they’re going to see here?

We’ll not talk about the traffic piece because that’s a whole different conversation. Let’s start the experience because that’s the thing, experiences are seamless. They flow into each other. So the experience that you plan for your sales process, you should be able to bolt on the lead generation experience, that way it flows into kind of like legos piecing together.

So let’s assume that this lead magnet experience starts with a landing page. That’s the first moment. And of course, they’re supposed to fill up landing page, right? So Liam, what’s the next thing in that experience? What’s the next moment? What’s the next thing that they see?

Okay, so they actually opted in for the lead magnet yet or?

Yes, good question. Well, while when we’re mapping the set, we’re assuming that the people are doing what we want them to do. So yes.

In that case, if they’ve opted in to receive the lead magnet you need to deliver on your promise.

Okay, but let’s get specific and remember storyboarding sets. So the first frame is our landing page. Yep, what’s the next thing that occurs when they submit the landing page?

Would be a thank you page. And then after that would be, hopefully, in their email address actually getting that download, that lead magnet or even on the thank you page, I could pull up somebody, download that lead magnet right there and then.

There you go. So right there, that’s an important distinction. This is why we map it and you plan it out. Do you want to deliver the lead magnet on the thank you page? Or do you want to do it as an email?

I’d recommend doing it via email because that’s taking people into a more intimate channel. It’s also training them to expect email communication from you. And, again, it gets them focused because who knows where they were from filling out your landing page that might have been you know, puttering around on Facebook, let’s pull them into their email right away.

So and then they consume the lead magnet. So you can see how just that basic strategy of delivering a lead magnet is actually a four moment experience. You have the landing page, the thank you page, the email they receive, and then the actual asset, the actual PDF or whatever it is that you’re trying to give them.

Now, I don’t know about you, but most people don’t actually realize that’s what it actually takes to deliver lead magnets. Because you said it before. So simply, we just you know, I’m assuming, definitely happen, we just given the lead back there. There’s so much more under all that hand-waving. And that’s the point of breaking down this customer experience.