#11: Why 95% of Your Audience Isn't Buying—How to Fix It

The buyer journey pyramid divides audiences into four stages: buying now (3%), information gathering (17%), problem aware (20%), and not problem aware (60%). Most companies target only the top two, missing 80% of potential customers. To reach all stages, create tailored content: case studies for buyers, comparisons for info gatherers, educational content for the problem-aware

Takeaways

• The buyer journey pyramid divides the target audience into four sections: buying now, information gathering, problem aware, and not problem aware.
• Most companies only target the top two sections, missing out on 80% of their target audience.
• To effectively target all four sections, create tailored content for each stage of the buyer journey.
• For those buying now, focus on case studies and demos. For information gathering, use competitor comparison campaigns. For problem aware, educate them on the problem and provide solutions. For not problem aware, create content that highlights the problem and introduces your solution.

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