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How-to Tips #1: Funnel Strategy

People do business with people who they trust. Build your credibility and earn the trust first before attempting to sell anything to your prospective customers. Show what you can do and how you can add value instead of hard-selling your product up-front.


Follow A.I.D.A. (Attention, Interest, Decide, Action) marketing funnel to build your website content. A.I.D.A. is a time-tested and time-proven marketing funnel that marketers use in products and services promotion. Apply the funnel approach while building your website content:

  • ATTENTION. This is the ‘what is it’ stage. Your prospective customers might have just discovered the existence of your products or services related to the problems they want to solve. They are curious what is it, how it works, the kind of problems people are facing, and how they solve the problems. At this awareness stage, provide them with the information, insights and knowledge that they need without hard selling your products.
  • INTEREST. This is the ‘why should I have it’ stage. Now, they know more about possible solutions. Yet, they are undecided because they are not sure if this is the right solution. For example, should I sign-up for a gym membership or do the workout at home. Help them to evaluate the advantages and disadvantages of their choices. Give them ideas of how to make a decision that best fit their needs without hard selling your products.
  • DECIDE. This is the ‘why should I buy your product brand’ stage. They are contemplating why they should go for your products or brand. In their minds, why your product is better than others? Can I trust you? Can I try some of it first without committing the entire chunk? They need to be assured for making the right decision. Therefore, offer them some bite-size tester, free sample, client testimonials would be a great booster.
  • ACTION. This is the ‘why should I buy now’ stage. They could still hesitate to make the decision. Give them a good reason why they should take action now. Make the first step easy for them. It could be an easy 1-click button to call, order, send enquiry, or download the freebie, discount coupon, etc. Have a call to action to nudge them take action now.

In the next lesson, we'll take a look at how to create an engaging browsing experience for your visitors, i.e. the customer journey. See you in the next lesson.

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