Yesterday I introduced you to Results Architecture ... the idea that retention comes from designing your customer's path to success.
There are four pillars. Today we tackle the first one.
Pillar 1: Define the result clearly.
This sounds obvious. It's not.
Here's the test …
Can your customer explain what success looks like ... in one sentence ... without using your marketing buzzwords?
If the answer is no, you have a problem.
Because if the result is vague, progress becomes invisible.
The product might actually be working. But the customer can't tell. They don't know what they're looking for.
So they drift into that dangerous "not sure" state we talked about yesterday.
I see this all the time.
A brand sells a product that genuinely helps. But their messaging is full of soft language like "supports wellness" or "promotes balance."
What does that even mean? How would a customer know if they achieved it?
Vague results create invisible progress.
And invisible progress feels like no progress at all.
The fix is simple but uncomfortable …
Get specific. Painfully specific.
Not "supports energy" ... but "You'll notice you're not hitting that 2pm wall anymore."
Not "promotes skin health" ... but "By week three, that rough patch on your chin should start smoothing out."
Specific results give customers something to look for. Something to notice. Something to feel.
And when they notice it?
That's when "not sure" becomes "this is working."
That's when retention happens.
Tomorrow I'll show you the second pillar ... and why most brands accidentally sabotage their own retention with their offer structure.
See you tomorrow,
Jeremiah
P.S. A helpful exercise … Look at your product pages and your post-purchase emails. Count how many times you describe the result in concrete, observable terms. If the number is low ... that's your starting point.
100% Typo Guarantee … This message was hand-crafted by a human being … me. While I use AI heavily for my research and the work I do, I respect you too much to automate my email content creation.
There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.
Anonymous Data Disclaimer … Most of my clients prefer that I not share the inner workings of their businesses or the exact details of the marketing strategies we develop. In order to be able to share my own proprietary intellectual property without violating the sensitive nature of my relationship with them, I often anonymize what I share with you. This may include changing the specifics of their industry, what actually happened, or what we developed together. When I make these changes, I work to preserve the success principle I want to convey to you while obscuring sensitive data. This is necessary.