Creative Secrets: Crafting a Customer Journey Path

by Dave Dumanis

When we talk about a growth marketing or demand gen campaign, sooner or later we’re going to have to talk about choosing offer assets. At every stage of the customer journey, or funnel as it’s often called, from cold raw prospect to satisfied loyal customer, you need to offer your audience something in exchange for giving up valuable information, which you can then use to close that sale or strengthen that loyalty.

In this piece we’ll go over how to strategically create a customer journey for a typical growth marketing email sequence, whether you're a copywriter, creative director, marketing executive, or independent businessperson. It’s not set in stone, and everything can be changed up based on the audience and context, as well as the content of the assets.

For more, buy your copy of this tiny but mighty ebook now. It's part of the Creative Secrets series, written with a lifetime of ad world experience—and zero AI.

11 pages, Kindle Edition

Published December 16, 2025

About the author

Dave Dumanis is the author of 51, AMERICAN BEEHIVE, ALPHABETICAL DISORDER, SHAGGY DOG STORIES AND NURSERY RHYMES, A PLAGUE OF BOILS, CREAM, THE SOFT PINK AND WHITE BUNNYRABBIT STORY, MONA LIEBOWITZ, and NINE LIVES BY PAUL VARJAK. He lives in San Francisco with his wife and daughter.