Conference talks
Talks from the stage
Sessions on customer journey, key moments, and the order your assets speak in. Recorded live, trimmed for time, otherwise unedited.
Clients & Community Live · Scottsdale, AZ · 2023 · 18 min
Customer Journey & Key Moments
Why the funnel is only half the story
Most operators optimise the half of the funnel that ends at the sale. This walks the other half — the moments after somebody pays, where the money actually compounds — and the two moves available at every one of them. Reinforce what they did, or remind them of what they haven't. The bowtie model here is Winning by Design's; the operator layer on top is mine.
Clients & Community Live · Scottsdale, AZ · Sept 2024 · 10 min
The Bowtie Workshop
Mapping both halves, live
A working session on building the map itself — what a customer journey map actually is, and the five stages after the sale that most operators never instrument. Includes the moment a sales call for a $10,000 offer nearly died because the same company's marketing email landed mid-conversation offering more or less the same thing for $997. The bowtie model is Winning by Design's.
Clients & Community Live · Scottsdale, AZ · 2024 · 12 min
The Email Write-Along
A week of emails, and what each one is for
The teaching from a 90-minute write-along workshop — the instruction, not the timed writing blocks. What fifteen email audits turned up, why we cap a well of experience with too much conscious thought, the five types of email that make up a week, and the anatomy of a story email: before, pivot, after, then here's my point.
In the edit
- Email Alchemy — Turning audience insights into gold
- Writing Daily High-Converting Emails — A week of emails, without dreading it
Want the system behind these?
The talks cover the thinking. The roadmap covers what to do about it in your business.
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