Life Thread Paths Dashboard – 10 Thread Version

STEP 1 – ACCESS A LIFE THREAD PATH NEEDS ANALYSIS

  • 10 x FREE analyses you run are complimentary, using the Life Thread Paths – Needs Analysis. Get 10 x FREE uses by redeeming Life Thread Paths – Needs Analysis USING SX5V6KU5 AS THE COUPON NUMBER WHEN REDEEMING THIS SERVICE FROM THE STORE. THEN RETURN TO THIS PAGE, AND START A NEW NEEDS ANALYSIS BY USING THE INVOICE NUMBER FROM THE STORE.
  • The “Life Thread Paths 10 Threads – Monthly subscription” must be paid up and active for continued access.
  • It uses a “Lite” version of The Communications Profiler  that is more suited to building a Life Thread Path.
  • The algorithm will help you identify the categories you would benefit most from including in a Life Thread Path.
  • If you do not wish to do this, just continue to STEP 3 below.

Identify issues to focus on based on your situation. An algorithm runs 1,200 plus potential strategies to identify priorities

Priority areas to build a Life Thread Path are identified and indexed to make the process easier for you

Each opportunity is explained to you

Step 2 – Review the Findings of The Life Thread Path Needs Analysis

EACH LIFE THREAD PATH CATEGORY BELOW IS ONE TO CONSIDER IMPLEMENTING.
CATEGORIES WITH AN INDEX GREATER THAN 1 SHOULD BE PRIORITIES TO CONSIDER.
THEY ARE LEVERAGE POINTS IN COMPARISON TO CATEGORIES LESS THAN OR EQUAL TO 1.

Click On a Button Below for a Quick Guide

BACKGROUND

  • Curiosity can be aroused by discussing how you can add value to businesses and individuals in ways that are different and relevant.
  • Typically, it will use empathy to solve a problem based on a need.
  • Alternatively, it may introduce new information, or a way of thinking, to develop a want.

LIFE THREAD PATHS OPPORTUNITIES

  • Show how your brand can add value in ways that may be unusual.
  • Show how your brand is different in ways that may be intriguing.
  • Show how you are relevant to meeting the client’s needs and wants in unexpected ways.

BACKGROUND

  • Communities can play a variety of roles. Whilst reaching physical communities through traditional marketing routes is understood, the growth of digital communications helps grow brand reach dramatically.
  • Online communities can be places where one-on-one communications can take place. This provides the opportunity to influence through dialogue before or during the decision-making process.
  • Online communities also assist in managing multiple sub-segments of the market that may be difficult to reach or to address individually through traditional paid media channels.
  • Online communities can be used strategically to manage how the influencing process operates if you are in the position of creating that online community from the start.

LIFE THREAD PATHS OPPORTUNITIES

  • Create links to various groups that you may have created.
  • Groups could be virtual or physical in nature.
  • They could be based on brands, industry, interests, benefits derived, etc.
  • Ultimately, this benefits you by allowing communication access and the ability to interact with your communities in meaningful ways. This could include the ability to get feedback and the opportunity to influence.

BACKGROUND

  • Communicating your value proposition effectively creates a foundation for two key buying decisions.
    • The first relates to whether you are perceived to provide sufficient value to make a purchase viable.
    • The second relates to the price at which a purchase is regarded as being fair value.
  • The concept behind a value proposition is a basic one. Yet it is often implemented poorly.
  • Poor, excessively wordy communications can often be a sign of not understanding what your value proposition is.
  • Understand how to communicate your value proposition succinctly.
  • Then understand how your value proposition may vary across customer segments so that expectations being created can be adequately met.
  • Also, consider how customer losses come about when a value proposition is misunderstood, meaning that delivery does not meet expectations.

LIFE THREAD PATHS OPPORTUNITIES

  • Show how you provide value at a functional level. Provide links to relevant feature descriptions. For instance, websites, catalogues, videos, white papers describing technical specifications, etc.
  • Provide links to show how you provide value at an emotional level. These could be around positive emotions associated with using your brand. e.g. Excitement. Or, they could be how you manage risks on the client’s behalf. e.g. Physical security, financial security, information security, etc. Links to social media posts can be quite useful in this regard. The Value Story Builder can also assist you with ideas.
  • Show how you provide value by allowing a client to express their personality through an association with your brand. For instance, does using your brand show them to be a caring person, or an adventurous person, etc. Links to social media posts can be quite useful in this regard.

BACKGROUND

  • You may have started to grow a love for your particular brand or offer.
  • Remember though that the job is never complete.
  • You need to be thinking about how to improve your processes whilst growing brand advocacy and related positive word-of-mouth towards your offerings.
  • Try to understand what makes your current and prospective customers emotional about you in a positive way. Then try to reinforce that.
  • It may seem like hard work but remember that it is something that is quite difficult for your competitors to replicate.
  • When growing love for your brand think about how intangibles will affect that perception. For instance, how do you tailor the service experience around your product offering so that people love it and talk about it positively?
  • A good way to think about this process is to develop a brand experience map in addition to the traditional brand-building tools emphasizing brand love.
  • Also, don’t forget to consider how commonly available cloud-based tools can automate the customization process of one-to-one communications that help you treat customers as individuals.

LIFE THREAD PATHS OPPORTUNITIES

  • Create links to communications that build positive emotional associations with your brand.
  • If you wish to also create love by showing why you can be trusted, you can develop opportunities to do this through The Brand Trust Builder  

BACKGROUND

  • Promoting product or service attributes – also known as features – is the key to explaining why you are better and different from your competitors.
  • This helps to explain your value proposition and justify your pricing.
  • Promoting attributes need not be a boring or expensive exercise when you realize that you can use different media channels to promote different attributes.
  • Don’t fall into the trap of trying to promote all of your product, service, or brand attributes simultaneously.
  • Remember that promoting attributes is not just an exercise for attracting new customers. Research shows that your existing customers also tend to consume your communications as a justification for why they continue to do business with you.
  • Don’t forget that online discussion groups can also be an area where attributes are discussed and compared.
  • Identifying prospective customers on the basis of their product knowledge and funneling them to the appropriate location based on the stage in the decision-making process also presents an opportunity.

LIFE THREAD PATHS OPPORTUNITIES

  • Use different links to explain the value of different product or service attributes. This allows for simple communication that can be understood easily.
  • Refer to the “Communicate Value Proposition” section above for more detailed ways to structure this.

BACKGROUND

  • Once you know what these are, and how they are unique, it becomes necessary to have a sense of where gaps exist in terms of what your target market understands about your offering versus reality. The objective behind developing an understanding is to fill in those gaps.
  • Attributes pertaining to your product, service, or brand may sometimes be complex to explain. Under such circumstances, it may be worth considering which type of creative execution and media channel would be best for the job. For instance, do you require a video for a product demonstration so that people can see what you’re talking about?
  • When you’re dealing with more complex, abstract concepts, communications with detailed explanations in writing may do the job best. A White Paper or email communications may be the way to go. It is often not appreciated that doing this is strongly linked to a pricing strategy that does not rely on discounts. Put simply, if you don’t wish to discount, help your prospects and customers understand why they are receiving true value relative to what they are paying you.
  • This is especially relevant for complex, costly decisions whether they be B2B or B2C purchases. Remember that it is key to develop an understanding of what you are offering. If this does not take place you will have a challenge in justifying the prices you charge should prospective customers not understand your value proposition.
  • Remember that this process can take time. Also, remember to use the best media channel for the job at hand so that your communication isn’t hamstrung by your media channel, and vice versa.

LIFE THREAD PATHS OPPORTUNITIES

  • Use your links to enable an understanding of specific information you wish to communicate.
  • Use more than one link where necessary to make a complex feature or benefit easier to understand and value.
  • Where you need to use a detailed description, consider a link to a document.
  • Where you need to show how something works, consider using a video.
  • At times, a link to a Review or Testimonial can provide evidence and an example of how another client used the product or service.

BACKGROUND

  • At times you may find that prospective and current customers are just not getting it. They may not understand what you are saying and why your category or industry is even relevant to them.
  • This goes way beyond trying to offer a better understanding of a specific product or service attribute. For instance, prospective customers may not understand why a different distribution channel arrangement such as switching from an intermediary, such as a broker, to going direct when buying a financial services product may make more sense.
  • At such times it may be beneficial to have communications that will benefit your emergent category or industry as a whole.
  • You may sometimes also find that a product or service is used incorrectly and may potentially cause harm or prevent repeat purchases. Under such circumstances educational communications are important.
  • It also assists in associating your value proposition with your pricing strategy.
  • Educational components to communications are also becoming increasingly important at a time of communications clutter. This advice provides valuable and relevant ways of connecting with prospective customers in a manner that is nonthreatening and not sales orientated.
  • This helps to build top of mind awareness with your brand and may also assist in identifying prospective customers at an earlier stage in the customer journey.

LIFE THREAD PATHS OPPORTUNITIES

  • If a client does not understand the value of what they are receiving, they are unlikely to value the product or service.
  • Therefore, as per the point above – Develop an Understanding – you need to get your point across. 
  • Sometimes you may need more than one link to do this.
  • You may even want to use the link to sign up to a Newsletter for a more detailed series of communications that does a better job of explaining your product or service.
  • You may also use your links to direct your clients to groups that you have set up where you can answer questions that may arise, or provide a searchable history of previous, similar questions.

BACKGROUND

  • Some marketers have realized that consumers are becoming increasingly cynical about their suppliers operating practices or their value chain. For instance, are they sourcing their products from ethical sources? Do they behave with integrity?
  • To this end talking about your values may provide a viable way to differentiate your offering. It also assists in justifying why you do not discount on the basis of price.
  • If you should pursue this route you have to be aware that you must deliver on your promises consistently. If the values you promised to deliver our not delivered expect a rapid negative experience in social media channels that you are likely to regret.

LIFE THREAD PATHS OPPORTUNITIES

  • Use your links to explain the values that make you different.
  • Even better, use the links to show evidence of how your values differentiate your brand. e.g. Community involvement.

BACKGROUND

  • A call to action or CTA can play a variety of roles in developing your brand and business.
  • Marketers often only see a sale as an indicator of success. This, however, neglects the fact that potential customers may not be ready to buy from your category, or have not yet decided on which to brand to buy.
  • A call to action may be an attempt to create a sale or simply to identify a person for future communications.
  • It pays to identify those people who have shown some sort of interest in your category or brand as they may either be prospective customers or influencers that will play a role in your future success. Identifying these people helps us to communicate with them directly and on an ongoing basis.
  • Therefore the structure and role of a call to action need to be carefully considered.
  • A call to action can take the form of a direct response communication, such as a Google Pay Per Click approach that attempts to create a sale once a person clicks on the ad.
  • It can however also take a less obvious form such as asking a person to provide an email address to receive future communications relating to the brand.
  • Social media provides many opportunities for calls to action as well. For instance, liking and sharing help along with the influencer process. It also assists to create a database of followers that has a permission basis.

LIFE THREAD PATHS OPPORTUNITIES

  • Consider each link as a hook to start a conversation of value. Not knowing which hook is most appealing to the client means that you may want to provide several varying alternatives to start that conversation.
  • Depending on what you sell, a call to action may entail links that start a conversation, or links that go to the Shop to make a purchase – and anything in between on the continuum.

BACKGROUND

  • It can also give you a timely sense of what is going wrong in your business in a manner that traditional market research methods may not do successfully.
  • A series of reviews from more than one reviewer helps prospective customers establish your performance over a period of time. This assists in showing that you perform consistently on an ongoing basis and can be relied upon.
  • Do not ignore the opportunity to get reviews, especially at a time when customers are particularly happy with your delivery and wish to talk about it. This is key to managing the identification and development of brand advocates.
  • Should you receive a negative review, use this as an opportunity to do two things:
    • Fix the problem, so that the stain does not impact on your perceived credibility.
    • Use the opportunity provided for fixing the problem as a showcase to demonstrate that you are eager to help customers should any unfortunate situation arise. This helps to build some degree of trust.

LIFE THREAD PATHS OPPORTUNITIES

  • Provide a link to allow a client to Review your products or services where feasible.
  • Waiting to get Reviews when you do not have them is problematic. So start early.
  • Negative reviews can alert you to a problem. They also make the Review area seem more credible. (Just make sure you respond to all these concerns fast and in a fair manner.)

BACKGROUND

  • Getting recommendations is an incredibly powerful tool to build your product, service, or brand credibility.
  • The process takes time so do not leave it until you desperately need recommendations to grow sales.
  • Rather develop established processes that keep this activity going in the background so that it can be automated as much as possible.
  • Also, try to ensure that you look for trends regarding who recommends you. Sometimes you may find that a particular segment of the overall market has developed a very strong affinity for your offering. If this is the case think about how this may affect your future targeting approach.

LIFE THREAD PATHS OPPORTUNITIES

  • Provide a link to allow a client to Recommend your products or services.
  • Like Reviews, waiting to get Recommendations  when you do not have them is problematic. So start early. Some brands only seek Recommendations when they are in trouble. (That is not the best time to try to get a Recommendation anyhow.)
  • No Recommendations can alert you to a problem. Remember that a good Review that does not include a willingness to make a Recommendation may suggest a degree of uneasiness. You want to know what to manage to improve this situation so you can change a client’s position on the Loyalty Ladder. Doing so makes them a Supporter that tries your new products or services. Ultimately, it may make the client a Brand Champion that advocates the  use of your products or services.
  • If you detect a lack of Recommendations, consider using some of your links to get feedback via surveys or other Support mechanisms.

BACKGROUND

  • Sometimes all the talking you do cannot replace a simple experience with the brand. You should, therefore, find ways that are low-risk and practical for prospective customers to experience your brand.
  • This process helps to clarify what your offering is really like in ways that are believable to prospective customers. It also helps prospective customers to self identify who they are and where they are in the decision-making process that is permission-based. This is one way to avoid being perceived as a spammer.
  • In certain industries such as the service industry, you may find ways to create experiences on a low-cost, digital basis. Alternatively, you may create the opportunity for relatively low-cost pilot projects to showcase what you can do. Besides trialing, you are building experiences and relationships in this process.
  • In the case of products use this opportunity through a call to action to identify who you are dealing with, the prospective value to you, and how you plan to extend the conversation beyond one experience with your brand.

LIFE THREAD PATHS OPPORTUNITIES

  • Consider how you can provide links to opportunities that enable an experience with the brand.
  • These opportunities may be physical (e.g. visit our store to try our new blend of coffee), or virtual (try our new software for a month.)

BACKGROUND

  • Certain categories and industries sometimes have brands with strong equity that make life very difficult for new entrants and existing competitors.
  • These brands’ customers may display very strong levels of loyalty that are sometimes based on emotional reasons and in other cases may be based on practical reasons. It, therefore, becomes necessary to find ways to get past this situation.
  • As a starting point, you need to recognize that some of their customers will never leave no matter what you do.
  • You, therefore, need to identify approaches that may work on the rest of the market that is not supporting the brand.
  • Three approaches to achieving this could include developing your own brand equity, competing on price, or changing the game by introducing different ways of comparing brands.
  • Developing your own brand equity or competing on price is self-explanatory and won’t be discussed further. However, changing the game and then encouraging brand comparison is a viable approach.
  • How is this done? Identify aspects of the brand experience and determine where there are gaps to do things differently such as distribution, service levels, guarantees, financing deals, etc.
  • Then focus a part of your communications exploiting weaknesses in strong competitors approaches to gain a foothold.
  • Monitor online discussion groups, use product/service trials, develop white papers, and use other calls to action to identify where and who to influence to change evaluation criteria.
  • Equally importantly find opportunities to simply get existing and new prospects to compare brands on a rational rather than an emotional basis.

LIFE THREAD PATHS OPPORTUNITIES

  • Use links to enable any of the opportunities above to get clients to think differently. 
  • If you can get them to identify and use different purchasing criteria that works for your products or services, do it.
  • If you can provide links to checklists that compare your brand offerings to competitors in a convenient, simple way, do it if you can create some sort of advantage as a result.

Step 3 – Set Up the Categories To Include In Your Life Thread Path

  • Create or Update your list of categories below.
  • These would be areas of your Life Thread Path you would want people to be aware of and explore.
  • They will be shown as Category headings to the links you provide.

CATEGORIES YOU HAVE ALREADY CHOSEN.

(IF THIS LIST IS EMPTY, YOU NEED TO CHOOSE CATEGORIES BY CLICKING ON THE GREEN BUTTON.)

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FREE ACCESS REMINDER

  • Not sure if you have the right ideas to include in your Life Thread Path?
  • Need to grow brand love, build trust and show why you are valuable?
  • Remember to use your Free Access to The Brand Trust Builder to develop ideas to build trust and The Value Story Builder to grow perceived value.

Step 4 – Create or Edit a Life Thread Path

EDIT AN EXISTING LIFE THREAD PATH

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