If you’re struggling to capture the attention of your dream clients. This one’s for you.

—

Today I’m going to show you how to map your ‘Buyer’s Journey’.

90% of the companies I’ve helped struggle with:

• Poor deal conversion rates

• Low subscriber rates

• Shallow pipeline

It often comes down to:

• Lack of perceived expertise

• Lack of credibility

• Lack of value

But, my mapping your customer journey, and refining your content strategy. You can demonstrate expertise, boost your credibility, deliver value and ultimately capture more attention.

The Journey

The journey itself is simple.

(we covered it briefly in last week’s newsletter here)

The buyer's journey consists of four stages:

1. Non-Awareness

2. Awareness

3. Consideration

4. Decision

Let’s look at each one.

Let’s imagine that our business is selling sales software (CRM systems) to CROs.

Let’s also use some example messaging that would be relevant for each stage.

1. Non-Awareness

This is where your buyers aren’t aware of any problems your solution can solve.

Producing content, reaching out to, or advertising to people at this stage is a long game. You’re trying to educate people on problems they don’t realise they have.

It takes time, but the pay off is huge if you’re the place people go.

Example Messaging:

• 13 Unexpected Trends Shaping Sales in 2025

• The 2025 CRO Survey: Will AI Replace Sales?

• 8-Figure Sales Secrets: Building a Leading Revenue Team

2. Awareness

This is where your buyers are aware of a problem. They may be looking to understand their challenges better, but aren’t looking at solutions yet.

It’s an ideal place to meet your audience through non product-specific resources.

Example Messaging:

• Why Sales Teams Are Losing 43% of Their Leads

• The Hidden Cost of Manual Sales Tracking

• 5 Warning Signs Your Sales Process Needs an Overhaul

3. Consideration

Your buyers now have their problem clearly defined. They are researching different ways to solve it, and are comparing solutions.

IMPORTANT - Your biggest competitor is always doing nothing. So your messaging should highlight the cost of inactivity.

Example Messaging:

• CRM vs Spreadsheets: A Complete Comparison Guide

• How Modern CRMs Are Transforming Sales Performance

• The ROI of Implementing a CRM System in 2025

4. Decision

Your buyers have identified a solution. They have a shortlist, and are comparing their options (and suppliers) prior to purchase.

This is the point where you need to flex. Testimonials and case studies go without saying.

But, another trick?

Be as specific as possible. (e.g no. of support cases resolved, no. of customers, avg. setup times) and build the figures into your website and documentation. Sometimes an easy way to beat the competition is just to be more explicit.

Example Messaging:

• CRM Buyer's Guide: 10 Must-Have Features

• Case Study: How Company X Increased Sales by 156% with Our CRM

• Compare Top CRM Solutions: Features, Pricing, and Implementation

AI Tip

Here’s an AI prompt to get you started.

“I want you to act as a a master marketer with a track record in producing content at each stage of the ‘buyer’s journey’. My solution is [enter description of your solution] and my target persona is [enter your persona].

Help me my buyer’s journey covering the following stages:

1. Non-Awareness

2. Awareness

3. Consideration

4. Decision

Output 5 example content headlines I can build into my social, website and outreach strategy.

Explain your reasoning for each headline and how it will capture attention for my dream client at each stage.”

The Final Word

There’s no end of ways you get get your message in front of people.

But, producing resources without a clear strategy can lead to a lot of wasted effort.

By clearly mapping your client’s journey, you’ll be able to capture attention at each stage.

Do this effectively and watch your subscribers, leads, deals, and customers grow.

Until next time.

Adam

—

P.S - If you’re struggling with your sales & marketing, why not book a 1:1 with me where I’ll help you grow your small business here.