Customer Engagement leveraging The Wheel of Progress

The PODS (Persona, Objective, Data, Style) and RACE (Role, Action, Content, Execute) frameworks are both powerful approaches for guiding content creation and leveraging AI for digital marketing. However, they serve different purposes and excel in distinct ways.

The PODS Framework ensures strategic alignment with brand voice and audience needs, promotes data-driven decisions, and supports long-term planning. However, it requires additional tools for execution and is less suited for daily content creation.

The RACE Framework enhances AI content creation with clear instructions, flexibility, and scalability, encouraging experimentation and iteration. However, it relies on high-quality prompts and user skill, lacking the strategic depth of PODS.

For each stage of the Cycle of Customer progress marketers must chose which Make It Strategies + Tactics help influence customer decision making and progress towards their aspirational goals and objectives.

There are 15 core Make It Strategies (e.g., makeit Easy, makeit Attractive, makeit Social, makeit Empowering, etc.) that can be leveraged at different points in the Cycle of Customer Progress depending upon the behavioral barriers standing in people's way.

This initial objective is crucial for breaking through the noise and making customers aware of a potential solution to their need or problem. Without capturing attention, customers may not enter the journey at all.

This stage involves clarifying the relevance and benefit of the solution, aligning it with the customer's goals. Activating the goal helps customers recognize the alignment between the product or service and their needs, creating a reason to continue exploring.

Building interest keeps customers engaged in the process. It involves educating them, highlighting value, and addressing early questions. This phase is essential for turning curiosity into sustained exploration.

Creating desire involves persuading customers that your solution is uniquely suited to meet their needs or solve their problem. This is the stage where emotional connections and trust are built, which can lead to a preference for your brand over competitors.

Framing the choice involves clearly presenting the benefits, addressing objections, and guiding customers toward a decision. Proper framing can simplify decision-making, reduce hesitation, and increase the likelihood of conversion.

An impactful experience, during both initial use and ongoing engagement, reinforces the customer's choice, meets or exceeds expectations, and builds loyalty. This objective is key for driving satisfaction, repeat purchases, and advocacy.