I’ve been writing copy and producing content for my business for about 4 years now, and I can confidently say… Most of the time I was doing it wrong. 

For years I wrote boring, Google-able, ‘educational’ content that didn’t resonate with my ideal client at all. 

I was using my content strategy for all the wrong reasons; my intention was to make sales, and show my community that I was an expert. 

I gave value, and stayed consistent. (the golden rules, right?)

As I grew as an entrepreneur, so did my content game. I got better and better at writing content- BUT I didn’t start signing clients from my content until I implemented this:

The elusive buyer’s journey. 

(I say elusive because for some reason, this information seems to be missed and gate-kept by coaches and replaced with “cOnSiStEnCy Is KeY” and “Be ThE AuThOrItY”)

If you take this information and implement it, I guarantee you’ll start seeing the needle move from your social media marketing. 

So, what the heck is the buyer’s journey? 

Simple: It’s the journey your customer mentally goes on before they make the decision to invest in whatever you’re selling. 

Think about the things that go through your own mind before you’re about to buy something. You move through a decision making process, and need certain questions answered before you finally whip out your card. 

This journey applies to ANY business- know the heck out of your target audience in order to effectively move your ideal clients through this journey, because different audiences will need different things to move forward. 

We’re going to use an example of my quest for a hot pink blazer so I can illustrate this process of the buyer's journey for you. 

So here’s where we begin: earlier this year I hosted my first networking event, and wanted my outfit to be a whole vibe. After ransacking my closet I realized: I wear too much black. 

Here’s where the buyer's journey starts: Problem Awareness.

I, the potential customer, know I have a problem. I need a new blazer, and I don’t know where to get it.

This is where visibility in your content strategy is gonna pay off… As customers are searching for a solution, you need to be front and center. 

During this stage of my journey, I searched. I Googled, I browsed. I didn’t move to the next phase of the buyer's journey until I came across this hot pink blazer in my price range. 

Depending on your niche, service, or product, you may need to expand the problem awareness phase into two categories; unaware and aware. If your potential customers need to be educated around what their problem ACTUALLY is, you’ll need to utilize both phases.

>IE: Your target audience is experiencing back pain. THEY are looking for painkillers, but YOU- the expert- know it’s their mattress from 1995 causing that back pain. So you’ll need to illuminate the real problem, before offering the solution. 

In the case of the pink blazer- I knew exactly what the problem was. I didn’t have a blazer.

Phase two: Consideration. 

The second I saw that lil’ fuschia moment I moved into the consideration phase. “I really like this one!”

In the consideration phase, your customer is doing just that: considering! Use this phase to stir up their emotions, and showcase why YOU are the unique/best solution. 

During this phase I binged the pictures, checked out the hashtags from previous purchases, rummaged my closet to see what I would wear with it, and read the reviews. 

I continued to gather information that would solidify this was the one. Even browsing other websites and coming back to the same boutique. 

Once I realized this was the best deal, and quality for the look I wanted- I moved onto phase 3. 

Phase 3: Decision Making

Once I decided this was the one I wanted, I started looking for details. 

Shipping cost? Return policy? Delivery timeline?

These details seem small, but they can make or break your sale. The human mind is drawn AWAY from confusion, and towards clarity. If it takes your potential customers too long to find how they can buy from you, and what that process looks when they do, you’re losing them in this stage. (if they get to it)

This journey could be as simple as I described, or much more complex, depending on your ideal client and the solution your brand offers. 

And it could look different based on your audience too- even different genders have different journeys. It’s your job to figure out what your ideal client needs to hear. 

That’s why market research is the Microsoft paperclip to your college thesis. Use your market research to literally propel your client through this journey, in their own words. 

Ready to start implementing the buyer’s journey into your marketing copy? Sign up and binge the free Hot N Ready Podcast; I'll show you how to use the buyer's journey to take your audience from cold and confused, to Hot N Ready to devour your offer. 

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