Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

For instance, if you’re selling an expensive product, you might break down the steps like this: 1. Schedule an appointment. 2. Allow us to create a customized plan. 3. Let’s execute the plan together. Whether we’re selling a financial product, a medical procedure, a university education, or any other complicated solution, a process plan takes the confusion out of our customer’s journey and guides them in the next steps. So far I’ve mostly talked about stones we can place in the creek that lead our customers to make a purchase, but another kind of process plan would be the post-purchase process plan. A post-purchase process plan is best used when our customers might have problems imagining how they would use our product after they buy it.

Step by step