• Neil Pursey

    That’s such a great image explaining visually the need for different types of copy for the specific type of consumer you are wanting to target!

    In terms of tools to find more about the type of visitor coming to your website and the landing page they are visiting you could use the following:
    Google Analytics >> Traffic Sources >> Sources >> Organic and then do a secondary dimension filter for “Landing page”. You will immediately be able to see where the person is at in terms of their buying stage by the type of keyword they are using to find your website.

    Are there any other techniques you suggest using?

  • http://twitter.com/jussiwacklin Jussi Wacklin

    First, sorry for not being a believer of this.

    I think this is a very outdated approach. The founding principle of this model comes from 1980s sale funnel approach. Users walk through different stages of awareness, consideration, preference, purchase, advocation. The worldi s not linear and users stay within these stages sometimes hours, even minutes. Some people hear their friends talking about a product and decide to become advocates even without full awareness.

    I would love tho hear a consultant to explain how a company needs to invest in multimillion system to differentiate the messages between the user stages…

  • http://www.googlingsocial.com/ Chris Lang

    Jussi Wacklin – I can tell you this is true at times. My sales letter for my G+ Business training converts at roughly 35% of CTR from my list. SINCE they have been thru my education and benefit laden content.

    However, my affiliate sales letter does not convert nearly as well, and I am not talking gross traffic, I am talking traffic from email lists from other marketers bigger and more trusted than myself.

    So a “Forgotten Social Network” slant may be necessary for affiliates, where as my peeps are going to buy thru trust of Chris Lang and the result of an education process. BUT only testing would tell that and hence, this article above can only be true (or not) for you, after said testing.

  • http://www.googlingsocial.com/ Chris Lang

    We used this process to drive traffic to a sales letter over and over for a 36% of list conversion in two months.


  • ronniesmustache

    “multimillion system?”

    It’s common sense- IMO.

    If you can’t identify your audience at different stages, you’re marketing like it is the 1980’s. ;)

  • http://conversionscientist.com Brian Massey

    If we don’t pick one of the levels of awareness, what do we write? Do we include something for everyone? The answer may be yes.

    In this case, we can put the Most Aware content at the top. They don’t need to be sold. We can hope that the less-aware visitors will scroll to uncover benefits, anxieties, stories and secrets. The truth is that many will never get past the direct content that the page leads with.

    It is also hard to write for everyone and not come away with Styrofoam copy.

    So, I say small businesses need to pick who they are writing for. The most profitable will be those in the more-aware end of the spectrum, as they are closer to buying.

  • http://conversionscientist.com Brian Massey

    Non-believers are welcome (and make the comments more interesting).

    I think that my article implies a linearity that we don’t see on the Web. As you say, the “funnel” (which I don’t mention here) doesn’t really exist.

    I believe that a person can be moved to take action from any of these levels of awareness. They don’t necessarily have to move through the stages if the message and offer fits their pain points.

    However, those pages that bring in someone who is Unaware and gets them to buy are difficult to create. For most of us, we need one of the higher levels of awareness and move the visitor to take action.