Sometimes in deciding to take action on your offer, there are a few steps of what the marketing world calls a “buyers journey”.
The Awareness Stage.
People are looking for answers, resources, education, research data, opinions, and insight.
The Consideration Stage.
People are doing investigative research on whether or not your product or service is a good fit for them.
While the top of the funnel is designed to educate a prospect, this is the stage where you want to show why your solutions in particular are the best fit.
You also want to help people determine if they are not a good fit, which will be very important later for healthy customer retention. If you convince customers to buy who are not a good fit for your business – in the long run you could be shooting yourself in the foot, by possibly creating a habit of a high churn rate.
The Conversion Stage.
The “purchase” stage, where people are figuring out exactly what it would take to become a customer.