TCC Podcast #464: Creating Customer Journeys with Rob Marsh

September 9, 2025·29 min·2 clips

Rob Marsh traces his own multi-month journey from seeing the first Instagram ad for a Hebrew reading course to eventually getting a sales phone call after a data append retrieved his phone number—illustrating how a buyer can be touched seven or eight times before converting.

A simple question drives the lesson. Rob Marsh asks how much thought copywriters give the customer before that person ever buys the product in front of them. He keeps the example plain. A comfortable person and a marathoner may look like one audience at first, but their needs split fast. One may shrug at speed and performance. The other may be hunting for exactly that. So the copy has to change. The useful work starts with what the buyer believes right now, especially the belief that is stopping them from buying. After that, the job is to draw the path from where someone is today to where they want to be. That path becomes the buyer's journey. Attention comes before any of it can work. Marsh runs through Meta, Google, Twitter, LinkedIn, Reddit, user generated content, blog posts, social media, PR, and news articles as possible ways in. Then the field gets wider: TV, radio, magazines, newspapers, direct messages, podcast guesting, YouTube guesting, email, affiliates, and owned channels. A single touch usually will not do much. Marsh remembers the older idea that seven messages or ads might be enough to get a response, then says buyers probably need far more now. Trust needs repetition and proof. He closes by asking for listener reviews so he can tell whether to make more shows like this.

As heard by us

A practical marketing lesson on mapping buyer beliefs, attention, and trust before asking for the sale.

Rob Marsh uses this solo episode to make customer journeys feel less like a funnel diagram and more like a working map of belief change. His focus is on where buyers are now, what may be holding them back, and what has to shift before they are ready to buy.

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Why you'd press play

Want a cleaner way to map what your buyer believes before they buy?

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