Three weeks in, the fog lifts first

Results take longer to show up than clarity does.

Clarity is where the real shift actually starts. I've been watching a group of operators work through the Repeat Business Foundation course for three weeks now and the same thing keeps happening.

Nobody's revenue has dramatically changed yet. That's not the bit that shows up first.

What's changed is how clearly they can describe their own customer. Three weeks ago, there were a few sheepish "everyones" when I asked who their ideal customer was. Now they can tell you what that person orders, why they chose the venue over the one next door and what almost stopped them booking.

In the first three weeks of doing genuine work on customer experience and repeat business, clarity tends to shift before revenue does. You get a clearer picture of your ideal customer, a more consistent brand across your booking platforms and social channels and an honest look at what a stranger actually sees in the first three seconds of finding you online. The commercial results tend to follow a few weeks behind that clarity, once the changes actually go live. 

The part nobody expects in week one

You start this kind of work expecting a to-do list. Instead you get a mirror 

Week one usually surfaces something uncomfortable: the business has been trying to appeal to absolutely everyone. In doing that, it's stopped being clearly for anyone. That's not a fun realisation on day two. It's also the exact moment things start to move.

Clarity before conversion

You cannot fix what you cannot name. Once someone can describe their actual ideal customer in one sentence instead of five vague ones, every other decision gets faster. What to post, what to say in a follow-up email, which booking enquiry to prioritise.

Plus it highlights the next piece: your brand voice, the way you say things in your business. One of the participants realised she had never explicitly told her staff how she wanted the phone to be answered. So no surprise they all did their own thing! That got reigned in quick smart.

Foundation goes quiet until October

Doors on this round of the Repeat Business Foundation are closed while everyone inside finishes the work. It reopens on the 5th of October and I’ve decided to run it live again!

If you’re not sure if this is the right course for you, I’ve created a free quiz to see if you have a solid foundation in the eyes of AI. Knowing this will ensure you, your team and your favourite AI tool are all working from the same clear picture of who you serve, how you sound and why customers choose you. It’s the first vital step in building your repeat business system.

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