🍭 Strategy of the Week:

Adding in moments of Surprise & Delight

When someone joins your list or buys your product, it’s more than a transaction. It’s the start of a business relationship.

Every touch point from this moment on forms part of their experience with your business.

Think about the last time someone did something unexpectedly kind for you.
A handwritten thank-you note.
A thoughtful reply.
A gift you didn’t see coming.

You probably still remember it.

Delight is memorable.

There was a creator about 5 or 6 years ago that created a GIF of themselves doing a celebration dance when you joined their challenge. It was a first for me at the time.

And I still remember it to this day.
I was so surprised but I laughed and danced along with her.
It seems silly because it’s not a huge thing but it made me excited to dive into her challenge because it felt personal.

She had taken the time to create surprise and delight in her funnel.
And in a world of impersonal funnels and formulaic launches, it’s what can set you apart.

This doesn’t need to be big or expensive. Sometimes it’s as simple as a free checklist in a welcome email, a personal story that connects with your customer in a sales sequence, or a bonus Q&A call added just because it would be helpful.

When you treat your audience like real people living real lives (and go out of your way to add a moment of delight) it creates trust that can’t be faked.

It’s a small gesture that has a big ripple effect.

That’s why surprise and delight matters.

Surprise and delight moments remind your customers they’re not just another subscriber. They’re a human being, and you see them that way. And when someone feels seen, they come back.

They open your emails. They watch your stories. They actually want to hear from you. It feels more personal and they feel more connected to you.

It’s not because they’re expecting another free bonus but because they’ve come to associate your brand with connection.

Now if only I could figure out how to have real-world confetti jump out of the computer screen when you sign up for my emails…😂 

⛰️ Let’s Talk About the Journey

Before you can add moments of delight, you need to understand your actual customer journey, not just what you think it is.

Start by putting it down on paper.
And yes, you need to write down every single step.

Even the small ones. It’ll be worth it, I can assure you on that.

Here’s an example of a funnel:

→ Share a pin on Pinterest
→ Someone clicks to the freebie signup page
→ They sign up and land on a thank-you page with a low-ticket upsell (Product X)
→ They receive a welcome email that delivers the freebie
→ Then they receive 7 emails in the welcome sequence
→ Email 1: Deliver the freebie and introduce yourself
→ Email 2: A story and lesson related to the freebie
→ Email 3: Client win with CTA to Product Y
→ Email 4: A surprise freebie (bonus checklist)
→ Email 5: Behind-the-scenes of solving the problem the freebie helps with
→ Email 6: A deep dive into the next steps beyond the freebie topic + soft product CTA
→ Email 7: Harder pitch for Product Y
→ End of welcome sequence: Product Y is promoted directly

Once you lay it all out, it’s much easier to ask:
Where in this flow can I surprise, delight, or encourage?

It might be…
→ A surprise freebie in the email sequence
→ A thank-you video on the upsell page
→ An encouraging video that gets sent at exactly the time when most students face a challenge with implementation
→ A GIF of you dancing and celebrating on the signup page (or course thank you page after purchase)
→ An extra coaching session they didn’t expect after a course purchase

You don’t need to overcomplicate it, or think of adding a billion things.
It’s meant to be simple and thoughtful.

In next week’s email, I’ll walk you through a bunch of examples of how you can add surprise and delight to different parts of your funnel.

But this week, your job is to map your journey and notice the moments where a little joy could go a long way.

🎯 This week’s action: Map your customer journey

Take 15 minutes this week to look at the flow of one of your funnels (or the one you want to build).

→ What is the exact sequence someone follows from the very first touchpoint?
→ What do they experience step-by-step?
→ Where could you add a thoughtful surprise, bonus, or moment of delight?

I’ll meet you in the inbox next week to show you some unique ways you can surprise and delight your customers.

🫡 KM Tip of the Week:

Updating your CTAs so they convert.

If your sales page or email clicks feel low, take a look at your call-to-action (CTA).

Too often we use vague language like “learn more” or “check it out.” But your CTA is where you direct the decision.

A strong CTA does 3 things:

1. Tells them exactly what to do

2. Reinforces why it matters

3. Feels easy and doable

For example:
Instead of → Learn more
Try → Grab your copy of the Playbook and map out your next funnel in 30 minutes.

Need something shorter? → Click here to map your funnel today

Your CTA is the signpost in your funnel.
Make it crystal clear and purpose-driven.

Excuse me while I take my own advice and go update my CTAs because let’s be very honest here…sometimes we get tired and just put learn more in those buttons 😂

🦄 In Your Corner:

This is your permission to pause.

You don’t have to be “on” all the time.

Take a breath. Take a moment. Take a day or more if you need to.

When you pause, you allow room for creativity and growth. Your body and mind need rest and moments of peace.

If you’re struggling to focus. Get up, step away, and pause. Take 10 minutes to walk and breathe. Those moments help you come back with less overwhelm and more focus.

Do you feel stuck with too many ideas but you don’t know where to start?

If your Notes app is a tressure trove of ideas but every time you open it, you get overwhelmed with what to actually move forward with.

Then let’s spend 2 hours together working through your trove of ideas and your goals so we can create clarity around your action plan for the next 90 days.

In this 2-hour session, we’ll create a personalized 90-day plan tailored to your goals, business model, and working style.

Use it to:

→ Restructure your business to take Fridays off
→ Map out the creation & launch of a digital product
→ Streamline systems or workflows
→ Reset your mindset and get clear on your next move

You don’t have to figure it out alone.

Hey look, I tried that whole CTA tip👆🏻 …Let me know if it’s better than learn more. 🙂
Maybe I should be specific about “that thing” but I will test and report back!

🙋‍♀️ Meme of the week

When you’ve spent all this time planning and now you actually have to do what you planned…

That’s it for this week! So a quick reminder from today’s email…

The best sales funnels don’t feel like funnels.

They feel like a conversation, a helpful guide, or a little moment of magic that helps lighten the load someone is carrying.

Next week, I’ll share some examples of surprise and delight that can be added to your funnel.

Until then…go map those touchpoints.

You might be surprised how many opportunities are already waiting for you.

— Kat 🍭