The Five Stages Of The Buying Cycle – Part 2: Get Attention!
Here’s part two of “The Five Stages Of The Buying Cycle” series. In the previous part we gave an introduction to what this is all about. Today we go deeper in the “Get Attention” section.
There will always be visitors to your site (or readers of your blog, zine, etc.) who do not know about your product. Even affiliates who have been promoting your product since its inception “talk to” brand new prospective customers every day who have never heard of your product.
Create articles that get attention. If you are a web site owner, tell your story. If you have a site that reviews web hosting, announce your product as the perfect, success-focused solution.
If you reach newbies, emphasize the concept of online marketing and earning income by building a real business from home. Tell them your product really does change lives.
It’s important to connect emotionally with your visitors at this stage. Talk about how an online business, through your product, can give them financial freedom, satisfaction, enjoyment, and the opportunity to quit their day jobs. This connects and creates the motivation to investigate your product more deeply (the next stages).
The key to getting attention is to employ unusually strong and/or emotion-provoking landing pages…
Create your landing pages with especially effective attention-getters. “Where else have you seen videos (or a family bulletin board) like these?” And speaking of videos…
Use video to embed the perfect-fit video into your attention-getting web page, article, or post. The Video Ads and “I Love my product” Videos fit well at this stage.
This discussion focuses on the buying cycle and landing pages, not on the actual creation of content. Suffice it to say here that your content (ex., a review, personal experience, announcements, etc.) may focus on one specific stage, or it may cover some or even all of them. For example, tell your personal success story using a few well- selected text links, one to each stage.
Previous parts:
1. Introduction
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Too many Google Adwords marketers spend their time on keywords and ads, and leave the landing page out of the equation. Doing so can leave marketers scratching their heads when their cost per click remains high and conversions remain low. Despite all of the complicated theories about how to succeed with Google Adwords, it comes to this one fact: Google rewards or punishes its advertisers based on how well they solve the problem that Google’s searcher has. If your ad says “Learn Guitar In 2 Days” then the content on your landing page better have them playing like Eddie Van Halen within 48 hours. Anything short of that will, sooner or later, result in a Google “slap” where your impressions from Google Adwords are severely reduced or cut off altogether.



