Every business on  the planet exists because it fills a need or solves a problem. Before you can sell to an audience, you must define who they are , where they are and most importantly what problems they face. Once you hone in on your customer ‘avatar’ you can identify a need or pain point and create a product or service to fill the need or relieve the pain.

Once you have identified a need, the selling process can begin. There are 3 steps to the sales funnel :

  1.  Recognition
  2.  Analysis
  3. Resolution


The prospect must become aware that the problem exists, and that you have a solution for it. At this point in the sales funnel  your  message must educate, entertain, and inspire them.  Pointing out the problem to make them feel the pain but at the same time making them aware that you have a solution , an RX for the pain.


Once the prospect is aware of the problem they now must evaluate the various choices and solutions – yours , your competitors, or perhaps even just ignore the problem. The main goal now is  to convert “problem aware” and “solution aware” prospects into LEADS.

We use free content to incentivize prospects to submit their contact information and opt-in to receive future marketing.

We call this type of content a  Lead Magnet

Lead Magnets can be…

Educational Resources (Case Study, White Paper, etc)

  • Useful Resources (Swipe File, Checklist, etc)
  • Software Downloads
  • Discount/Coupon Clubs
  • Quizzes/Surveys
  • Webinars/Events


Conversion to a customer. They choose your solution and make a purchase. What types of content will your new lead need in order to make an informed purchase decision?

Here are a few…

  • Demos/Free Trials
  • Customer Stories
  • Comparison/Spec Sheets
  • Webinars/Events
  • Mini-Classes

Your lead may be reading your blog and downloading Lead Magnets (and it will help convert them), but you’ll need content that helps them decide between you and your competitor to move  through to the  purchase.