The Buyer’s Journey | Marketing Strategy | Grow Your Business and Blog

The Buyer’s Journey and the Hero’s Journey. Use this model to successfully grow your blog and business.

When we are customers when we are to become customers we want to see ourselves in some way as heroes in an adventure. So that’s what I’m going to talk about in this video – the similarities between the hero’s journey which we find in all great stories and the buyer’s journey. I have made a model where I suggest how entrepreneurs and marketers can use great storytelling and my version of the hero’s journey model to acquire and keep satisfied customers. If you right now want to see this model you can jump a couple of minutes into this video and skip the introduction or you can read my blog post (inventicity.com/buyersjourney) where I also have a link to a prezi presentation where I in-depth explain my model.

I will now briefly describe my perspective. Welcome to Inventicity the channel where we combine inventiveness and Felicity. My name is Cecilia Elise Wallin and today I’m going to talk about the buyer’s journey. I have always been very interested in literature and in mythology and I have used different models to analyze literature but I have found this model the hero’s journey very very useful for analyzing ancient literature, ancient stories, religious stories, and for analyzing modern novels and movies. This model the hero’s journey – which was invented by the researcher Joseph Campbell and refined by later researchers – this model the hero’s journey is so useful for analyzing literature, stories, and movies.

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Almost all stories we consume and like they follow the pattern described in the model the hero’s journey. So this is a way we like stories to be told. And I find the buyer’s journey very similar to the hero’s journey. As humans we experience … I think that we as humans experience the adventures in our lives – our big adventures and our small adventures in our everyday lives – similar to the hero’s journey. This is deeply rooted in our human mind and we consequently experience our adventures as buyers as customers in a similar way, a very similar way to the hero’s journey. So I will now show you how to use the combination of my version of the hero’s journey and buyer’s journey for acquiring and keeping satisfied customers.

View Prezi Presentation

AWARENESS

The prospective customer is aware of a problem but does not yet know how to solve it. This is the same step as in stories when the adventure starts – the hero is in his safe and well-known home environment but a shortcoming or a mission forces the hero to consider embarking on an adventure.

SEARCH

At this stage, the prospective customer searches for information online and by talking with friends, colleagues, and family. In stories this is when the hero embarks on an adventure and starts to get help from counselors and friends.

EDUCATION

In this phase, the prospective customer seeks education. Here, as an entrepreneur, you should offer articles and videos that orient the prospective customer towards what are the best solutions to his/her problems. It is important that you as an entrepreneur show genuine helpfulness and instill confidence. In stories, this stage shows how the hero receives advice from her/his advisers and friends – and based on their guidance starts to realize how she/he shall solve the problem, and reach his/her goal.

CONSIDERATION

In this phase, the prospective customer becomes more knowledgeable and well-oriented and limits the options on how to solve her or his problem.

EVALUATION

In this phase, the prospective customer evaluates and analyzes different options. She or he is becoming increasingly clear on how to solve her or his problem.

RATIONALIZATION

The analysis leads to the customer making a purchase decision. This is a critical phase – the customer has made a purchase decision, but she/he now needs good reasons to make the purchase. This phase corresponds to the peripeteia in fictional stories.

DECISION

The purchase is carried out.

ONGOING DELIVERY

The customer made the purchase but now expects it to solve the problem and lead to improvements in her/his life.

I have for a very long time, since I was a child, been very interested in literature and poetry. And I have found that the model the hero’s journey is very useful for analyzing ancient literature and also for analyzing modern novels, stories and movies. This model the hero’s journey was invented by the researcher Joseph Campbell and it has been refined and revised by different researches. I find this model so useful, not only for analyzing great stories and for writing stories, but also very useful for marketing and advertising.

Deeply rooted in our human consciousness this pattern “the hero’s journey” makes us experience stories – but not only stories also adventures – our own adventures in our lives – our great adventures in our lives and our small adventures in everyday life. We experience our own adventures and we retell what we have been through following the patterns in this model the hero’s journey. So this is how we experience a lot of things in our lives, and how we retell what we have experienced, and also how we tell stories in an enchanting way. And the buyer’s experience is not an exception. We tend to experience our buyer’s journey as a small adventure following the same pattern as the hero’s journey in great stories.

Thanks a lot for watching and see you in the next video! Welcome to subscribe to Inventicity!

© Cecilia Elise Wallin

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