The Right Message, The Right Time: Writing Content That Converts at Every Stage
How to Write to Your Prospects at Every Stage of the Buyer’s Journey
Your next high-ticket client might already know you—but are they ready to buy?
If you send the wrong message at the wrong time, you’ll lose them. That’s why understanding the Buyer’s Journey is crucial.
Each prospect goes through four stages before making a decision:
1️⃣ Awareness – They realize they have a problem or opportunity.
2️⃣ Consideration – They explore solutions and compare options.
3️⃣ Decision – They choose a provider and justify their choice.
4️⃣ Retention – They evaluate their satisfaction post-purchase.
Your job? Guide them forward—one step at a time.
Stage 1: Awareness – “I Have a Problem, Now What?”
What They’re Thinking:
“I need a reliable consultant/contractor for this project.”
“Are there better ways to reduce costs or improve efficiency?”
“How do I stay compliant with new regulations?”
At this stage, they don’t know the best solution yet. And they don’t know who to trust.
Best content to use for this stage:
✅ Blog posts & educational guides – Show up as an authority by sharing valuable insights, proving you understand their challenges, and offering useful tips.
✅ Infographics & videos – Break down key concepts simply. A well-done video not only establishes your authority but also provides a convenient way for busy decision-makers to consume information.
✅ Social media content – Highlight industry challenges and prove your expertise through consistency. (Side note: Posting regularly isn’t about "having time"—it’s about prioritizing your visibility. With scheduling tools, maintaining a presence is easier than ever.)
Best Channels: Website blogs, LinkedIn articles, email newsletters, and industry forums. For example, A commercial real estate consultant might publish a blog: “5 Red Flags to Watch for in Your Next Lease Agreement.” to share a good solution looks like. And help them identify a trustworthy provider.
Stage 2: Consideration – “Who Can I Trust to Solve This?”
What They’re Thinking:
“What qualifications should I look for?”
“What are the pros and cons of different solutions?”
“How do I compare providers?”
At this stage, they are evaluating credibility and expertise while balancing cost, quality, and long-term ROI. Any way you can help simplify their decision-making process puts you ahead of the competition.
Best Content for This Stage:
✅ Case studies & testimonials – Showcase past successes and client wins. Your case studies should reflect every type of client you want to attract. Why? Because buyers look for “peers”—someone in a similar industry, with a similar problem, in a similar situation. If they see proof that you’ve helped someone just like them, they’ll trust you can do the same for them.
✅ Whitepapers & webinars – Provide in-depth insights that give them confidence in your expertise.
✅ Comparison guides – Help them weigh their options by explaining what differentiates you from competitors.
Best Channels: Website, LinkedIn, email campaigns (including newsletters), and industry trade shows. For example: A tax strategist might publish a whitepaper: “How to Save $50K in Taxes as a High-Income Business Owner.” to help them evaluate and simplify their decision-making process
Stage 3: Decision – “Why Should I Choose You?”
What They’re Thinking:
“Why is this provider better than another?”
“Can they guarantee results?”
“What’s the ROI?”
At this stage, they might hesitate over price, reliability, or logistics. They need final reassurance before making a decision.
Best Content for This Stage:
✅ Proposals & pricing guides – Yes, proposals are content too. They should lay out the value you bring, highlighting exactly what’s solved, what’s improved, and what’s next.
✅ Client reviews & success stories – Clients prefer hearing from other clients. A testimonial carries far more weight than anything you say about yourself.
✅ One-on-one consultations & presentations – Sometimes, a personalized approach is needed to answer final concerns.
The best Channels: Direct calls, LinkedIn messages, email, and in-person meetings. When a business consultant decides to produce success stories for their client – they used their past clients' words to restate the value of the solution to their current client and thus encouraged the “go ahead” to make the decision.
Stage 4: Retention – “Was This a Good Investment?”
What They’re Thinking:
“Did they deliver what they promised?”
“Should I partner with them again?”
“How can I maximize long-term value?”
At this stage, they are evaluating their decision and determining whether they’ll work with you again. Staying engaged with them post-purchase is crucial for referrals, repeat business and long-term partnerships.
Best Content for This Stage:
✅ Email newsletters – Keep them informed and engaged beyond the sale.
✅ Exclusive offers & loyalty perks – Reward repeat clients. Give them VIP access to future services or special perks.
✅ Long-term success case studies – Show how others have continued to benefit from your services over time.
Best Channels: Personalized follow-up emails, newsletters, and LinkedIn engagement. For example: A business coach might send a newsletter: “3 Strategies My Clients Use to Scale from $500K to $1M.” Staying engaged with clients post-purchase and improving chances of referrals and repeat business,
The #1 Mistake? Sending the Wrong Content at the Wrong Time.
You wouldn’t ask someone to marry you on the first date. So don’t pitch your services before they trust you.
Yet, so many professionals lose clients by pushing too soon—or not staying visible long enough.
Each piece of content is a “date” with your audience. Meet them where they are in their journey, guide them step by step, and make hiring you the obvious next move.
Ready to Convert More High-Value Clients?
I help high-ticket professionals create strategic newsletter content that speaks directly to their clients at every stage of the Buyer’s Journey.
✅ Warm up leads so they convert faster.
✅ Lock in client relationships and increase retention.
✅ Stay visible so competitors don’t steal your best opportunities.
My content strategies helped a local business triple their website traffic through organic marketing—leading to a 300X ROI without spending a dime on ads. You could be next!
📩 Let’s build your content strategy. I only take on a few clients per month—schedule your call today
