Marketing Funnel Framework: How to Lead Your Audience to Purchase

How to Create Content That Inspires Action

Have you ever shared a product you love, and people seemed interested but didn’t actually buy it? That’s completely normal! Most people need multiple touchpoints before they’re ready to make a decision. Studies show that, on average, it takes seven to ten interactions before someone feels confident enough to purchase.

That’s why creating different types of content around a product can be so effective—it allows your audience to engage with it in multiple ways, making it feel familiar, exciting, and trustworthy. Instead of just hoping they’ll buy, you’re helping them through the decision-making process in a way that feels natural.

This is where the marketing funnel comes in.

It’s a simple way to guide your audience from discovery to purchase by providing helpful content at each stage.

Here’s how it works:

1. Awareness – They discover the product and see if it’s relevant to them.
2. Interest – They become curious and want to learn more.
3. Consideration – They start evaluating whether it’s worth purchasing.
4. Intent – They’re interested but need reassurance.
5. Purchase – They take action and buy!

Rather than relying on a single post, this approach creates multiple ways for your audience to engage with the product, keeping it on their mind and answering their questions along the way.

This guide walks through each phase, showing different content ideas that can help your audience feel more confident and excited about making a purchase. Try incorporating these ideas into your content and see how they work for you!

1. Awareness (Capturing Attention & Introducing the Problem)

What the Buyer is Thinking:

• “I’ve never heard of this before.”
• “Is this relevant to me?”
• “What is this, and why should I care?”

Goal:

• Grab attention with relatable, trend-driven, and visually engaging content.
• Make the problem immediately recognizable so the right people connect with it.

Content to Create:

• “Problem Callout” – Highlight struggles to help the audience reflect and connect emotionally. → Learn More
• “Who It’s For” – Define the audience so they instantly see the workbook was made for them. → Learn More
• “Borrowed Trendiness” – Place the workbook next to trending products to create familiarity. → Learn More
• “Relatable Experience” – Share a real-life moment to encourage engagement and interaction. → Learn More
• “Aspirational Environment” – Show the workbook in a setting that feels special and aspirational. → Learn More

Key Focus:

• Use relatability, trendiness, and aspirational elements to draw people in.
• Make the workbook feel relevant, desirable, and emotionally engaging.

2. Interest (Getting Them Curious & Engaged)

What the Buyer is Thinking:

• “This looks interesting, but what exactly does it do?”
• “How does this work?”
• “Would this help me?”

Goal:

• Shift from awareness to curiosity.
• Get them interested enough to consider learning more.

Content to Create:

• “Lifestyle Showcase” – Demonstrate how the workbook fits seamlessly into everyday life. → Learn More
• “Benefits Breakdown” – Explain how the workbook improves life and creates transformation. → Learn More
• “Features Breakdown” – Highlight what’s inside and explain why it provides unique value. → Learn More
• “Product Demonstration” – Show how to complete an exercise for better understanding. → Learn More
• “Usage Tips” – Share personal insights to make the workbook experience more impactful. → Learn More

Key Focus:

• Show what the workbook does and why it matters.
• Provide a personal touch with tips and advice.

3. Consideration (Building Trust & Encouraging Engagement)

What the Buyer is Thinking:

• “Does this actually work?”
• “Is this worth the money?”
• “How do I know this isn’t a waste of time?”

Goal:

• Provide proof and validation that this is a smart investment.
• Address hesitations before they become deal-breakers.
• Let people try it before they commit.

Content to Create:

• “Personal Testimonial” – Share how the workbook has made a difference in your own life. → Learn More
• “Frequently Asked Questions” – Answer common concerns to remove hesitation and doubt. → Learn More
• “Expert Endorsement” – Use credible figures to validate the workbook’s effectiveness. → Learn More
• “Comparison to Alternatives” – Explain why this workbook is the best choice for buyers. → Learn More
• “Sample Access” – Offer a free exercise to showcase the workbook’s quality and value. → Learn More

Key Focus:

• Reinforce credibility and trust.
• Help them experience the value firsthand.

4. Intent (Encouraging the Decision to Buy)

What the Buyer is Thinking:

• “I think I want this, but I’m still not sure…”
• “Should I buy this now or wait?”
• “Is this really the best choice for me?”

Goal:

• Push them from ‘maybe’ to ‘yes’.
• Give them a clear reason to commit.

Content to Create:

• “Before & After” – Show transformation from before and after using the workbook. → Learn More
• “Debunking Objections” – Address hesitations and remove doubts that may stop them. → Learn More
• “Dream Outcome Visualization” – Describe the ideal result after using the workbook. → Learn More
• “Exclusive Discount Mention” – Offer a special deal to encourage immediate action. → Learn More
• “Loss Aversion Messaging” – Highlight what they lose by waiting to make a purchase. → Learn More

Key Focus:

• Remove final hesitations and make the decision easier.
• Help them feel like they can’t afford to wait.

5. Purchase (Making the Sale & Encouraging Word-of-Mouth)

What the Buyer is Thinking:

• “Okay, I’m buying it—what’s next?”
• “How do I get started?”
• “Did I make the right choice?”

Goal:

• Ensure they follow through with the purchase.
• Reinforce their decision so they feel great about it.
• Encourage them to spread the word and bring in others.

Content to Create:

• “Your Sign to Buy” – Give a motivational message to help them feel confident in buying. → Learn More
• “Purchase Walkthrough” – Show the simple steps to buy and access the workbook. → Learn More
• “Usage Encouragement” – Get them excited to start using the workbook right away. → Learn More
• “Ask for Engagement” – Encourage buyers to share their experiences and feedback. → Learn More
• “Encourage Word-of-Mouth” – Inspire people to recommend the workbook to others. → Learn More

Key Focus:

• Make the purchase happen.
• Reinforce buyer excitement and turn them into brand advocates.

Helping Your Audience Make the Right Choice

When people buy something, it’s usually because they feel confident, informed, and excited about it.

That’s exactly what this approach helps create! Instead of just sharing a product once and hoping for the best, this structure allows for multiple engaging touchpoints that build trust over time. Since it typically takes seven to ten interactions before someone decides to buy, creating content for different stages ensures that the product stays on their mind. It gives people a chance to learn, engage, and see its value from multiple angles—making the purchase feel like a natural next step.

There’s no one-size-fits-all approach, but this guide provides a helpful framework for shaping content in a way that increases both engagement and conversions. By sharing content that speaks to different stages of the buying journey, you’re making it easier for your audience to take action.

Try it out, have fun with it, and see what resonates most with your audience!