How do you make strangers trust you enough to buy your product?
A long time ago in a century far away, a marketer named Elias St.Elmo Lewis came up with a brilliant answer. His theory was that you could turn strangers into raving customers with a “funnel”: a series of steps the customer follows, each one leading them closer to purchasing your product.
According to Lewis, people follow these four steps before they’re ready to buy.
- Awareness: you need people to become aware that your product or service exists.
- Interest: people need to be intrigued enough to read your ad or click to your website.
- Desire: inertia is the marketer’s greatest hurdle. You need to get people to express interest or curiosity in your product.
- Action: people need to decide to take the next step, whether calling your sales team or adding a product to their cart.