Please note the MP3 download link is in the top right corner of the player. Also on Apple Podcasts / Spotify / all the usual podcast places. The video-enabled YouTube version is below.

The “customer journey” is one of my favourite marketing metaphors. If you sell high value services, you usually need to take new potential customers on a ‘journey’ before they’re ready to buy.

But what should that journey look like? And is it all about the tech? On this episode I interview customer journey architect Aveline Clarke. Listen in now as we discuss:

• The difference between the human customer journey and the transactional customer journey
• Why the ‘customer journey’ is not the same as your marketing tech stack
• How to avoid the pendulum of marketing shiny objects
• Why talking about ‘what you do’ can sabotage the customer journey
• Why the customer journey begins with who you are, on the deepest possible level
• The customer journey planning process Ave goes through with her clients

Episode trailer:

FULL EPISODE:

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Links mentioned in the conversation:

Aveline’s website: Journey Point

The 6 Star Business podcast

Aveline’s LinkedIn

Please note the MP3 download link is in the top right corner of the player. Also on Apple Podcasts / Spotify / all the usual podcast places. The video-enabled YouTube version is below.

“Which email marketing platform should I use?” is an evergreen marketing question! It takes real time and investment to select and configure any email marketing tool, so you need to be sure you are making the right choice.

On this episode I interview systems expert Gareth Everson. Listen in now as we discuss:

• The difference between ‘software’ and ‘systems’ – and why it matters!
• Gareth’s 8 core eight core customer processes, and why lead generation is rarely the real issue
• The correct thinking behind selecting the right software
• Why using an entry level solution (such as Mailchimp) isn’t necessarily a problem
• Why it is beneficial to have a single view of the contact
• Integrations you might want to consider
• How to document your systems outside of your email marketing software

Episode trailer:

FULL EPISODE:

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Links mentioned in the conversation:

Gareth’s Lemonade Plan website / book

Gareth’s CRM Growth Systems (for agencies)

Gareth’s LinkedIn

Please note the MP3 download link is in the top right corner of the player. Also on Apple Podcasts / Spotify / all the usual podcast places. The video-enabled YouTube version is below.

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Publishing a book can be a great way to attract a steady stream of qualified prospects. BUT, writing a book is a lot of work! At least, that’s the assumption…

In this episode I interview Vicky Quinn Fraser about the concept of ‘MicroBooks’. A MicroBook is a short nonfiction book that delivers a powerful transformation to the right reader. Listen now to learn:

• What a ‘MicroBook’ is and how to make it mighty
• How to leverage changes in publishing to share your message with a wider audience
• How to write books that generate real, qualified leads for your business
• How the best books provide a tangible transformation
• How long a MicroBook should take to write
• Whether to dictate your MicroBook rather than write it
• Tips for effective self-publishing
• How to use AI as part of the writing process

Links mentioned in the conversation:

Politics and the English Language (George Orwell) (or on Amazon)

IngramSpark (one self-publishing option)

ProWritingAid (similar to Grammarly)

Vellum (Vicky’s typesetting software for Mac)

Vicky’s website | LinkedIn | Twitter | Instagram