When writing copy for potential customers, one of the key things to understand is which stage of the purchase journey they are in. There are a few different stages of the customer journey, and understanding each stage properly allows you to write the best copy possible.

Customers will have a different mindset at each stage, which is why having different types of copy is so important. If you want to nurture customers at each stage and get them across the line for a transaction, you have come to the right place! I go through each stage and how it will shape your copy in this article.

1. Awareness Stage

The first cab off the rank is the awareness stage. At this stage, the customer isn’t aware that you have a solution to their problem; they just know that a general problem exists. In this stage, the primary goal of your copy should be to educate customers on your brand and how it can help.

You should look to establish yourself as an expert in the area and start building the relationship by empathising with their issue. The language used in the copy at this stage should be helpful without being too pushy. 

Try to avoid using jargon as well, and stick with topics around how to fix a certain problem. Blog posts are the perfect way to filter customers in through the awareness stage. Infographics and general guides can be used in this stage as well.

2. Consideration Stage

Next up is the consideration stage, and that is where a customer is aware of the specific problem and is researching solutions and potentially comparing options. This stage is all about building trust. If you haven’t built trust with a potential customer, they’ll likely go somewhere else.

In this stage, you should also look to demonstrate how you can provide value. This can be done by highlighting the benefits of your product/ service, and showing how you are different to all the other similar brands out there.

The language used in this stage should be more informative and value-focused. Case studies, detailed product/ service pages and comparison guides are the type of copy you should focus on throughout this stage.

3. Conversion Stage

The final stage is the conversion stage, and this includes customers who are ready to make a purchase and are evaluating specific offers. For customers in this stage, you should focus on copy that evokes emotion, encouraging them to take action. 

This is the perfect stage to start creating a sense of urgency, and you can do so by being clear and concise in the type of language you use. The tone should also be benefit-driven using persuasive call-to-actions (CTA).

For the conversion stage, focus on copy around sales and landing pages, also think about email marketing (which includes relevant CTAs), and offering limited-time offers. Showcasing testimonials is also important as customers tend to try what others have to say about your brand (compared to what you have to say about yourself!).

No matter the type of copy or the stage of customer journey, I can help you nurture customers and get them to the all-important third conversion stage. Just shoot me a message, and we can get cracking ☺️