The Five Stages Of The Buying Cycle – Part 3: Grow Interest!
Welcome back to “The Five Stages Of The Buying Cycle” series. In the previous part we discussed the “Get Attention” part. Today we go one step further and discuss the “Grow Interest” part.
Now that you have your readers their attention, deepen their understanding of what your product does. A link to your created Video Tour is especially effective at this stage.
If you reach a “general audience,” encourage them to find the business that best fits their situation to see how your product can help them. On the other hand, if you reach a “specific target market” (ex., affiliates) or a “specific demographic” (ex., Work At Home Moms), send them to your specific landing pages.
If your visitors are retirees, Webmasters, real estate marketers, students, network marketers, auction sellers (eBay), and so on… create landing pages specific to their needs.
As always, mix and match links that best fit your approach and audience.
You can strike a positive chord with your visitors by showing how your product connects emotionally with its customers, the way Apple or Google does. That type of connection occurs for only one reason…
Your productis much more than “site-building” or “Web hosting”. It’s even more than about building successful businesses. It’s the end impact that is so important, creating lives of freedom and independence.
By the end of this stage, you should have some very interested pre-customers who want more information.
Next, move your visitors from “high interest/emotion” to logic and verification…
Previous parts:
1. Introduction
2. Get Attention
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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.




