Laura Wagenknech

Guest: Janet Falk

the episode

I really enjoyed my conversation with Janet Falk, a seasoned communication professional, and the chief strategist at Falk Communications and Research. She brings over 30 years of experience and discusses her innovative approach to understanding the buyer’s journey, diverging from the traditional perspectives.

Janet challenges the common belief that the buyer’s journey is a passive process. She proposes an alternative idea she dubs “the confirmation process”. Through this lens, the buyer undertakes a more active role, seeking to validate the identity, skills, and credibility of the professional or vendor they consider.

The episode delves deep into this confirmation process and its three critical steps: Confirming the identity of the vendor, the adequacy of their skills and experience, and social proof from others. Janet further explores how professionals can facilitate these steps, increasing their chances of positively influencing the buyer’s journey.

Moreover, this episode emphasizes the crucial role of client-focused content and the science of online presence in creating an effective buyer’s journey. Janet neatly ties these concepts together, outlining a roadmap that optimizes both the vendor’s showcase of expertise and the buyer’s needs.

Random Strangers to Raving Fans

People don’t become customers overnight. They start out as random visitors to your website, or someone you bump into at a networking event. Helping those strangers get to know you is a process which involves delivering the right message at the right time.

Using digital marketing tools will allow you to move prospects through your sales funnel, leading them to yes, and beyond. 

Start with a great landing page.  Use our guide to build your first landing page. 

our guest Janet Falk

Janet Falk is a Communications professional with more than 30 years’ experience in-house, as a consultant and at public relations agencies. As Chief Strategist of Falk Communications and Research, www.JanetLFalk.com, she manages pro-active media outreach and has secured placement of executives and events in local, national and international print and broadcast media. For example, articles in three hotel industry publications generated more than 800 phone calls from hotel industry CFOs inquiring about a client’s services, a far more impactful and economical approach than buying a list of hotel executives for cold-calling. Attorneys, CPAs, business executives and consultants rely on her insight, strategy and analysis.

Janet is a versatile writer who can prepare newsletters, speeches, articles, LinkedIn profiles, presentations and website copy, as well as marketing literature. She has a broad network of contacts among graphic designers, web developers, photographers and printers to meet related client needs.