Attention. Interest. Desire. Action.
The words you need to know when reviewing the buyer’s journey of your audience. Because creating content for your course launch means understanding the buyer’s journey. When you do, you can put the right content in each stage.
Here’s how to tailor your funnel to your ideal audience so you can increase conversions.
Aligning your copy and content to the 4 stages of your sales funnel
Attention
At this stage, you’re trying to capture the attention of strangers and to educate them. Remember, they’re unaware that they have a problem (which you’ll need to make them aware of). Or they’re unaware that there is a solution to what they face.
You’ll use your expertise to begin the conversation with the type of audience you want to attract. This can be webinars, social media content, etc.
Interest
Now that they know about the solutions, it’s time to spark their interest in yours. When you create enough interest, they’ll want to learn more and will enter the consideration phase of the sales process.
Desire
At this stage, you want to connect with their desires for a transformation.
They are solution and product aware, so they know about your course. But now they might be comparing it to others to see which one is best.
Your copy, testimonials, case studies help to showcase your course as the one and set it apart from those they may compare you to.
Action
Getting your audience to take action means guiding them to the buy button and helping them to press.
Here, even your Call to Actions, your button copy (microcopy) can make the difference in whether they say yes or no to your course.
Getting started
If your audience is Unaware, you’re going to need to plan a longer sales funnel. If they are solution/product aware, you could get away with the MVP course launch. Your emails, sales page, checkout page and you’re good.
Knowing where your audience is in the funnel helps you tailor your copy and outreach activities. Doing so enables you to increase your conversions because you’re speaking to them where they are.
