Successful copywriting is all about targeting people as they journey through the sales funnel. You want to put the right message in front of the right people at the right time.
Understanding the different stages of the sales funnel helps us do this well.
The sales funnel, or buyer’s journey, progresses through four stages: awareness, interest, decision, and action.
Think about the shape of a funnel. The wide section at the top of the funnel represents a large number of people reading your message. They are potential customers at this point. Then the funnel narrows as people opt out (and many will for all kinds of reasons). The narrow bottom represents paying customers.
Someone at the top of the sales funnel, who hasn’t even heard of your product, will need different information and a different approach than someone near the bottom, who is already convinced of the value but needs a push to close the sale.
The goal, of course, is to get as many people as possible into and through the funnel. You can optimize this process by crafting messages that target the audience’s unique needs at each stage.
When thinking about buyers at each stage, ask yourself these kinds of questions:
What are their motivations?
What are their questions?
What are their hesitations?
What competing messages might they be hearing?
What assurances do they need to move forward?
How can I make it easy for them to take the next step?
Let’s take a closer look at each stage.
At this stage, the potential customer learns about your product or service for the first time. Maybe they saw a Facebook ad. Maybe they searched Google for a solution to a problem and found your website. Or, maybe a viral post led them to your blog.
Messaging at this stage is typically broad and focused on providing helpful information.
Copy strategies include:
Informative blog posts
Social media posts
An inviting company website, specifically the homepage and About Us Page
Lead magnets, such as eBooks and white papers
Calls to action (CTAs) at this stage should either drive engagement (“Leave a comment” or “Share this post on Facebook”) or gather information (“Click for your free checklist”).
Don’t bother with fine-print details here. That kind of messaging serves as distracting noise rather than helpful content.
And don’t push for the sale yet either. Nobody likes the salesman who wants to talk financing the minute you walk into the showroom.
At this stage of the sales funnel, the audience is actively interested in your product or service. They see their need and believe you might be able to help. They may have subscribed to your newsletter or followed your social media accounts.
Suggested copy strategies for this stage:
More blog posts
Lead magnets that promise even more information
Product demonstration videos
At this point, the potential buyer is convinced they need a solution to their problem, and your product is a contender. They are comparing your product with others on the market. They might be checking out more detailed specifications. They are paying attention to offers and picturing themselves buying.
Suggested strategies for this stage:
CTAs here should be highly focused with dedicated landing pages, so you can speak even more specifically to the customer’s needs. Don’t send them back to the company home page. They need different information at this point.
The potential customer is ready to buy at this stage of the sales funnel. But the transaction isn’t a sure thing, yet. Marketing strategies to help close the sale:
Additional case studies
Good copywriters target their messages for different stages of the sales funnel. At the first stage, awareness, they write to the widest audience. Then at the next stage, interest, they write for an audience who is curious about a company's products or services. As the audience learns more about a company, they reach the decision stage. They picture themselves making a purchase. At the final stage, action, copywriters write messages that help close the sale.
Writing for the sales funnel clarifies messaging and optimizes results. If you are looking for a copywriter to help with your messaging throughout the buyer's journey, contact us here.
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