However, most people make the mistake of lumping all prospects in the same bucket.
The truth is that each prospect is on a journey that has 4 stops. Each stage requires its own written communication strategy. Otherwise, you risk wasting all the time you spent building trust until that point.
Let’s explore the 4 different stages a prospect visits on their journey and how to structure your written communications for each one.
Each prospect is on a journey with four stages:
Each stage represents a distinct mindset that requires tailored communication strategies.
Treating all prospects the same risks alienating those you have worked hard to engage.
Here’s how to create and deliver compelling materials that resonate with each type of prospect.
The Awareness stage is where prospects first learn about your firm.
They might hear about you through industry channels, word of mouth, or initial marketing efforts.
The goal here is to build brand recognition and establish a presence in their minds.
At this stage, your thought leadership should capture attention and build initial trust. It’s about making a strong first impression and helping prospects feel confident in your firm’s ability to meet their needs.
Common mistakes include bombarding prospects with too much information or pushing too hard too early, which can be off-putting.
Instead, you could:
At stage 1, less is more. Your objective should be to move them from the Awareness stage to the Interest stage.
In the Interest stage, prospects start to evaluate your firm more closely.
They seek to understand your brand, services, and how you can address their specific needs.
This stage is about deepening their understanding and interest in your offerings.
Therefore, you must provide targeted and informative materials that educate prospects without being overly promotional. The aim is to demonstrate your expertise and build credibility.
A common mistake here is being too pushy, which can drive prospects away.
Instead, focus on providing value and building trust by doing the following:
At this point, your prospects are intrigued by who you are, but still unsure about partnering with you. That brings us to the Decision stage.
Prospects in the Decision stage are comparing your firm with others.
They are evaluating factors like fees, services, and overall fit.
This stage is critical as it involves convincing them that your firm is the best choice.
Therefore, focus on differentiating your offerings and keeping prospects engaged.
You should share high-quality and relevant materials, but do not overwhelm them. A common mistake is to inundate prospects with too much information, which can lead to decision fatigue.
Instead, aim for consistency:
Consistent, high-quality touchpoints help prospects feel more confident in choosing your firm over others. This is what drives stage 4.
In the Action stage, the prospect becomes a client.
While the sales process concludes, the engagement process does not.
You must continue your communication strategy by focusing on client retention and loyalty.
At this stage, your materials supplement your live encounters. Live encounters spark questions that you answer with your written thought leadership at scale.
You will soon start to notice trends and themes in your client conversations. Your materials allow you to proactively deliver value to others at stage 4, and in doing so, opens doors to more client conversations and a flywheel effect takes over.
Best practices include:
At stage 4, your thought leadership becomes the critical follow-through method to capitalize on strong live interactions and encourage clients to continue working with your firm.
A prospect only becomes a client with trust.
Trust comes with satisfying their needs, not your own.
You can build lasting relationships when you understand and address the unique requirements of each stage of your prospect’s journey.
Want to know more best practices to establish your firm as a thought leader? Check out our insights library here.
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