by Phoebe Chongchua
Every company wants to know - what makes people buy?
But few actually understand the consumer path to conversion.
Author and speaker, Andrew Davis, says a trigger point starts people down the consumer journey and eventually brings them to the moment of purchase of a particular brand’s products or services.
He calls this the “Moment Of Inspiration”.
“The moment of inspiration is really designed to own the consumer journey,” says Andrew.
It begins with a trigger. Maybe your car is broken down and you’re now inspired to look for a new one.
But which car company will own your consumer journey depends on the stories the brand has told consumers.
“No one does it better than the media. The television shows you watch, the magazines you read inspire you to buy things you had no idea existed,” explains Andrew.
Today, it’s easier than ever for businesses to do this too.
To learn more about this listen to the Brand Storytelling podcast below. Andrew also shares some examples from his newly published book, Town Inc.
“If you really think about what’s that moment of inspiration that will send people on that journey and you start creating content that inspires them to go on that journey, you can be really successful,” says Andrew.
He shares one of his favorite examples of this from his book. Entrepreneur, Jenny Doan, wanted to make a quilt in a weekend.
So, Jenny produced YouTube video tips on quick quilting to inspire people to start quilting and make a quilt in a day. She uploaded them every Thursday for a couple of years.
“She’s garnered 260,000 YouTube subscribers”. Most watch her videos regularly.
Plus, Jenny’s business took off. She had a quilting store in the little town of Hamilton, Missouri. Jenny is now the largest employer in the county with 124 full-time employees.
“It’s actually saved the town she lives in,” says Andrew. “She owns 17 buildings in the downtown area.”
The key to Jenny’s success was to just start creating content and publishing one video at a time.
Andrew says this is how companies build their “loyalty loop” which translates to greater profitability.
“The goal is that the content builds trust. Trust builds relationships and that trust is what drives revenue,” explains Andrew.
Top three tips for creating content to improve your 'loyalty loop'
1) Set an expectation for your audience: publish or broadcast on the same day, be consistent.
2) Have a consistent show format: make your content the same easy format to follow, watch, or read.
3) Power your content by a person, not a brand: people like to know the person behind the brand – humanize your brand and your content.
If your content isn’t creating a loyalty loop, there is a good chance that consumers are getting lost along the consumer journey in the “active evaluation” phase – perhaps even before they discover your brand.
Andrew shares what that confusing “active evaluation” process looks like in this podcast episode at 13:07. Listen to hear him explain it.
He takes us through the transitory stages of the consumer journey from the triggering moment of inspiration when a buyer decides he needs something, then to the initial consideration phase (which brands come to mind), to the active evaluation phase (gathering information, deciding which brands to add or subtract) and finally to the culmination — the moment of purchase.
“You can short-circuit that entire active evaluation mess by focusing on owning the moment of inspiration and getting people into your loyalty loop early so that they don’t get distracted with all the other stuff,” explains Andrew.
Learn More About Andrew Davis
Andrew Davis has wrangled for The Muppets and written for Charles Kuralt. He’s marketed for tiny startups and Fortune 500 brands. His novel combinations of old ideas that leverage new technology have been tapped by the Obama administration and Russian media moguls. Brandscaping: Unleashing the Power of Partnerships, his new book, puts his common sense approach to work for you.
PHOEBE CHONGCHUA IS A BRAND JOURNALIST AND CO-HOST OF THE BRAND STORYTELLING PODCAST & THE BRAND JOURNALISM ADVANTAGE PODCAST. TO CONNECT WITH PHOEBE ON TWITTER CLICK HERE.