The 2nd Step to Successful Copywriting: Understand Your Buyer’s Journey

If you’ve done your homework from The First Step to Successful Copywriting, you’ve already created your buyer persona. Congratulations! The next step is to understand your buyer’s journey.

The buyer’s journey is the process your buyer goes through before buying a product or service. It’s everything your buyer does before deciding to buy from you or someone else.

Understanding your buyer’s journey helps you give your buyer exactly what they need when they need it. The buyer’s journey is not about making a hard sales pitch – it’s about building trust.

By providing your buyer with the right content at the right time, you can guide them through the buyer’s journey and convert them into a customer.

The buyer’s journey has three stages.

1. Awareness Stage

Your buyer realizes they have a problem, but they’re not sure what their problem is. During this stage, they do some research to pinpoint their problem.

Focus your content on your buyer’s problem – not your product or service. These types of content will help guide your buyer through the awareness stage.

  • Blog posts
  • Checklists
  • eBooks
  • Educational webinars
  • Email newsletters
  • How to videos
  • Research reports
  • Tip sheets
  • White papers

2. Consideration StageYour buyer knows exactly what their problem is and they research options to solve it.

Focus your content on your product or service and how it can help your buyer. These types of content will help guide your buyer through the consideration stage.

  • Case studies
  • Data sheets
  • Demo videos
  • FAQs
  • Product or service sample offers
  • Product or service webinars, podcasts or videos

3. Decision StageYour buyer knows how to fix their problem and they pick a solution. Your buyer makes an informed decision.

Your content should include a compelling call-to-action, so you can convert your buyer into a customer. These types of content will help guide your buyer through the decision stage.

  • Coupons
  • Customer testimonials
  • Estimates
  • Free consultations
  • Free trials
  • Live demos
  • Product or service comparisons
  • Product or service literature
  • Vendor comparisons

Your website visitors may visit your website in any of the three stages – so be sure to include content for each stage on your website.“Consumers do not buy products. They buy product benefits.” – David Ogilvy

Up next week… The Third Step to Successful Copywriting!

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