Do you want to hear something crazy?

When I interviewed 25+ entrepreneurs of varying years in business and across diverse industries, every single one of them felt that if their customers truly understood the real value they deliver, they could charge more.

Even if they'd recently raised their prices and felt pretty good about what they were charging.

Can you relate?

Well, I do. It’s because you’re not doing a good enough job educating them on it.

All marketing is education.

I know I've said that before, but it bears repeating, because I'm still seeing messaging that doesn't add anything new to my understanding of why I absolutely, positively must learn more.

The purpose of all that education is to keep deepening prospects' value perception.

And, you know what?

All customer experience is essentially designed to deepen your value with your clients or customers.

That’s a lot of educating you’re doing all of the time.

And it’s where a communications roadmap can really come in handy, guiding your messaging and value education from awareness-building through the end of your customer lifecycle, ensuring it all ties together, makes sense, and keeps your audience hungry for more until they don't need you any more.

Here's how to get started designing your own roadmap.

1. Define your key value propositions​
   ​Think about the problems and pain points that are top of mind as well as those buried below the surface.
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2. Map out all your pre- and post-sale touchpoints​
   ​Highlight the major ones but don't forget all of the little ones that may be more transactional in nature.
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3. Identify what's missing from each step in your prospect and customer journeys.​
   ​If you don't know or aren't certain, do some research. This is a great topic to explore with your audience through interviews and/or focus groups.​
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4. Determine the best way to fill in those gaps​
   ​Think both about the content and messaging but also about the method. What's the best way to integrate and present the information so it hits the mark?​
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5. Check your feedback loops to measure success and keep improving ​
   ​Make sure you're regularly collecting and reviewing the effectiveness of your communications, messaging, and value education, especially as you grow your business.

Can you do it on your own. You absolutely can. Is it easy to do on your own? Honestly, not really.

Each of these steps involves many other steps, and it can quickly become overwhelming.

Don't feel bad though, even big corporations with robust marketing teams often outsource this stuff to consultants like me because it's a lot easier for someone on the outside to identify the gaps and opportunities across the whole universe of prospect and customer interactions.

If you're comfortable going it alone, be patient and keep going.

If, however, you'd like the benefit of objectivity and deep experience, let's get to work.
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Until next time,

PS - If you missed it, last week I shared some Expert Expert Advice to ensure you don't waste your money or time.

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