So let's look at the funnel. And I want to just show you from the top we have awareness and then interest consider or consideration phase, evaluation phase and validation phase. And obviously, our goal is to get a customer from the top right the way through the funnel out so that they actually convert. So conversion could be a sale, or it might be a quotation or a contract for our leave what those conversion metrics are very much up to you and what your business model is. But what I want you to do is to start to think about and cast your mind back to the work we did on hooks. Now, what I want to show you is some examples of the types of content the need to use to get people from the awareness phase all the way through to the validation and the conversion phase.

So typically speaking in the awareness Page real top of the funnel, when you're really competing for attention from your customer, it's about calling out the problem that they have that needs solving. So a lot of the time you'll see content around, you know, what's the best way to fix this? Or are you struggling with this or five ways to make the best of this, lots of that content is real top of the funnel staff is really about identifying that problem. And really, I guess empathizing with the customer, where they are at that particular point, as you have done that, and you start to offer your customer some solutions and some benefits, you're beginning to interest them a bit, you've identified and acknowledged their problem. And now you said look, I've got a fix for this. And the benefits of that are x, y and Zed A, B, and C. So you're starting to kind of give them and tease them that you've got something that can really, really help them here as they continue on that journey down the sales funnel.

I think What will happen is your customers thinking, Okay, I got the problem, I know the problem, I've seen the solution. And some of the benefits, it looks like I'm going to consider three or four potential solutions. So this is where you are competing against the competition. And so when you look at typical content at this stage of the funnel, you may see lots of tables with different solution providers on the left hand side some features in the different columns and some ticks and some crosses. And what it's saying is that this is how these products stack up against each other in the competition. So that's typical kind of consideration stage funnel content.

So obviously, what you want to do is nudge people further down the sales funnel here. So in the evaluation phase, what you're trying to say is, hey, look, we've talked about the problem and our solution and the benefits. we've acknowledged that you're looking around and you're exploring some solutions, but hey, why not try it for free. So if you were short list For cars, you might say, hey, what let's go and test drive to them. It's all about evaluating whether or not you physically feel that this is a good fit. This is going to solve the problem you had right at the start.

If that is going really well, and you're getting to the bottom of the funnel. Now, as a customer, you are thinking about validating everything you've seen. So emotionally, you like it. But now perhaps subjectively, you might think, how can I validate the decision I'm about to make? Typically here, content is stuff like testimonials, case studies, proof points that show that this solution is as good as promised, you're getting to the real evidence based content down here towards the bottom of the funnel. And if you get them down that far, obviously there's a conversion.

That is the end result of all that hard work. Now, as we've said before, I've talked it through in a very linear fashion, but it's unlikely it will be as clean as that people will jump out, they'll come back in they might go Back up the funnel and come down before they actually convert, but this type of content, these hooks that I've just talked you through, hopefully that gives you a feel for how you can start to steer your messaging and content to make sure that you convert those customers at the right time in the sales funnel. I hope you found that useful, and I'll see you in the next lesson.