User Journey Strategy
NLP / Dr. Matt James
Decision Tree
A strategic map of personas, acquisition channels, product paths, and revenue opportunities — built from research and ready to validate.
4 Personas identified
14 Active channels
12+ Products mapped
18 Questions for discovery
Tier 1
Who are they?
Four distinct personas segmented by profession, then qualified by experience and buying power.
Therapists & Clinicians
Licensed therapists and counselors looking for faster clinical tools. Frustrated with talk therapy cycling. Want MER certification.
Early career
Established
Practice owner
Coaches & Practitioners
Life coaches, executive coaches, wellness practitioners seeking NLP certification to differentiate. Highest LTV persona.
Aspiring
Active w/ clients
High-revenue
Sales Professionals
Sales leaders and entrepreneurs wanting ethical influence and conversion through NLP communication tools. ROI-driven.
Individual contributor
Sales leader
Business owner
Direct Consumers
Individuals seeking personal transformation. Hit a ceiling with therapy or self-help. Want tools for themselves.
Curious
Committed seeker
Spirituality-driven
Tier 2
Where do they come in?
Acquisition channels split by organic, paid, and referral. Green dots indicate active channels.
Organic
YouTube12.6K subs · 374 videos · low engagement
Podcasts ×2101+ episodes · 2-3/month
Blog / SEOdrmatt.com + nlp.com
Psychology TodayCover feature + contributor articles
LinkedIn1,060 followers · semi-dormant
Paid
Social AdsN/AMeta · YouTube · TikTok?
Google / Search AdsN/ANLP certification keywords?
TV / RadioN/ADad's (Tad) era — verify with Matt
Out of HomeN/AEvent promos? Billboards?
Referral & Word of Mouth
Event Attendee WOMAttendees bring friends to next event
Alumni / Graduate ReferralsPractitioners recommending to peers
Podcast Cross-PollinationGuest appearances on other shows
Partnership / JVN/AOther trainers? Organizations?
Web Properties
nlp.comTraining funnel — $194 NLP course offer
drmatt.comPersonal hub — blog, books, email opt-in
huna.comHawaii workshop registration
empowermentinc.comCorporate umbrella — events, media, books
Tier 2.5
The conversion gap
One generic opt-in exists today. Persona-specific lead magnets would dramatically improve capture and qualification.
Exists today
Free Book Chapter Opt-In
Generic email capture on drmatt.com. Unknown if it triggers any nurture sequence.
Email List N/A
Size, platform, and automation status unknown. Critical question for discovery call.
Qinary Recommendations
For Therapists
Build
MER vs CBT Clinical Comparison
Evidence-based PDF comparing MER outcomes to traditional CBT. References the Patrick Scott study. Speaks their clinical language.
For Coaches
Build
NLP Toolkit for Coaches
Downloadable guide with practical NLP techniques coaches can try immediately. Positions certification as the logical next step.
For Sales Professionals
Build
38% Conversion Improvement Case Study
ROI-focused case study showing measurable sales results from NLP training. Speaks the language of revenue and close rates.
For Direct Consumers
Build
5-Minute Hakalau Technique Video
Free experiential content — try it right now, feel the result immediately. Lower barrier than reading, higher emotional impact.
Tiers 3–6
The product ladder
Each persona follows a different path. Colored bars show which personas pass through each product.
YouTube Library
374 videos · free · low current engagement
Podcast Content
2 shows · 101+ episodes · 2-3 per month
Blog / Articles
drmatt.com + Psychology Today contributor
Social Content
Instagram + Facebook · daily posting
$194 NLP Training
Digital course on nlp.com · primary entry offer
Books
3 published · ~$15–25 · lower commitment entry
Live Intro Events
20–24 events per year across the US mainland. The primary conversion point — this is where people commit. Cities, pricing, and attendance data needed.
NLP Practitioner Cert
Foundation certification
Master Practitioner
Advanced certification
MER Certification
Trademarked technique — clinically proven
Trainer's Training
Teach NLP to others — creates affiliate potential
Huna Hawaii Workshop
Week-long retreat on the Big Island · March and September · spirituality-driven
Coaching Program
Led by Kristina James · format and pricing unknown
Recurring Revenue
The end game
Where does the journey lead? One confirmed endpoint, three major opportunities to build.
◎
In-Person Sessions
Ongoing 1:1 or group work. Highest LTV per client. Needs confirmation this exists as a formal offering.
Confirm on call
◎
Build
Membership Community
Monthly recurring alumni network. Continue the transformation journey. Could include content library, live Q&A, peer connection.
◎
Build
Certification Licensing
Annual renewal fees for certified trainers. MER trademark licensing for commercial use. Directory listing on nlp.com.
◎
Build
Trainer Affiliate Revenue
Referral commissions for graduates who bring new students. Turns 40 years of alumni into a scalable sales channel.
Next Step
Discovery call questions
What we need to fill in the blanks and validate our assumptions.
Products & Revenue
- Full product catalog with pricing — especially certifications and Hawaii
- Revenue breakdown by product — what are the top drivers today?
- Percentage split: certifications vs events vs courses vs coaching
- Average event attendance and conversion rate to certification
- Does Kristina's coaching program have recurring billing?
- Corporate / B2B: do they sell group packages?
Systems & Attribution
- What CRM do they use? How do they track leads, registrations, customers?
- Email platform, list size, any nurture sequences or automations?
- Does the free book chapter opt-in actually function? What happens after?
- Do they run paid ads? Which platforms? Budget?
- TV / Radio — was that Tad's era or does Matt do any?
- Any conversion metrics tracked at all — enrollment, opt-in, event-to-cert?
Trainer Network — The Big Opportunity
- How many certified trainers / practitioners are currently active?
- Do they pay anything ongoing to maintain certification?
- Do certified practitioners refer new students? Any formal affiliate or commission structure?
- Do graduates use MER commercially? Is there a licensing fee for the trademark?
- Is there an alumni community (Slack, Facebook group, forum)? How active?
- Do graduates come back for advanced training or specialization tracks?
- Could a Certified MER Practitioner Directory on nlp.com drive credibility and listing fees?
- What percentage of event attendees were referred by a past student?