So you have read the other posts in this series – Awareness, Consideration/Justification, and Decision/Purchase (if you missed any, you can just scroll back down this page and back to prior pages of older posts). You have thought about the length of the Buyer’s Journey...
[caption id="attachment_8913" align="alignright" width="300"] Understanding The Joy of the Purchase[/caption] In the Decision/Purchase phase, you need to have the most interaction with the customer. This is where you brag about your product, discuss the experiences of current customers, offer case studies and demonstrate that your prospective...
[caption id="attachment_8903" align="alignright" width="300"] Buyer Gathering Information[/caption] In the consideration phase of the Buyer’s Journey, the prospective customer begins to gather more information. 72% of buyers start looking using Google search by typing in some keywords. So in this phase, you want to make available educational...
Please take a look at an article I wrote that was just published in the March edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com). In it, I explain the four phases of the Buyer’s Journey. It is important to understand...
The awareness phase of the Buyer’s Journey is sometimes called the inspiration. In this phase, the prospective customer recognizes that they have a need or desire. In this phase, you want your prospective customer to become aware of your company and product. In this phase,...
[caption id="attachment_8884" align="alignright" width="300"] Buyer's Journey[/caption] With this article, I begin a series on understanding the Buyer’s Journey. Sometime this is called the Buying Cycle. It is important to understand the Buyer’s Journey so that you can provide the right information at the right time and...
[caption id="attachment_8866" align="alignright" width="300"] Effective Messaging[/caption] Following last week’s post on messaging and competitive positioning, I came across an advertisement for Chateau Gaby Bordeaux wine. It was the most effective messaging for wine that I have ever seen. The copy read “Pairs nicely with sharp cheese,...
[caption id="attachment_8862" align="alignright" width="300"] Brand Messaging[/caption] What is competitive positioning? It is creating a message that will differentiate your company from your competition. In order to do this, you need to understand what the competitors are saying about themselves as the reason to buy from them. As...
A brand is, of course, the identifier that distinguishes a company or product from its competitors. It has five main parts: Brand Promise – This is the promise you make to consumers and what they can expect. At Domino’s it is “We GUARANTEE – Fresh hot...
