You're navigating the buyer's journey. How do you tailor email content to guide them effectively?

This is true. In warm communication, you should focus on creating value for the clients. No expectations. Value e.g. give him a website audit.

Think of your email as a helpful guide. In the awareness phase, keep it light and informative—share insights, relatable pain points, or a quick tip that makes them think, “This is exactly what I needed.” No hard sells here.

Awareness emails aren’t the place to sell—they’re where you show up with value before you're asked. Think teacher, not closer. In legal, this might mean demystifying a process or sharing a key case insight. No pitch, just proof you get the problem. That’s how trust starts—by being useful when no one’s buying yet.

Однажды мы запустили рекламную компанию по проблеме перехода на электронный документооборот и сфокусировались именно на кадровых специалистах. Они больше всего работают с документами, не приносят прибыли, но их ошибки приводят к $ штр��фам. Мы акцентировали послание, что работу кадровых специалистов никто не замечает, они целыми днями проводят с документами и бессмысленно тратят свое время на походы от принтера и обратно и далее бесконечно ждут согласования документов. И, конечно, подчеркнули страхи простых работников утверждать многомиллионные бюджеты на автоматизацию. Никто не хочет проживать свою жизнь в пыльном архиве, когда за окном светит солнце. За три дня мы получили 1300 подписчиков, узнавших себя и свою жизнь в полученных email-ах

Now they know the problem—your job is to show you solve it. Think case studies, comparisons, real proof. In legal, I lean on client wins: “Here’s how we helped someone like you.” Still helpful, still educational—but now with a clear path to you. The tone shifts from guide to trusted advisor.

Clients painpoints should be highlighted in this phase. Along with your offerings. You can offer in a way that is still educational. They won’t mind as you already passed the awareness phase.

The Consideration Phase is where potential customers actively evaluate their options before making a decision. At this stage, they research products or services, compare features, prices, and reviews, and seek solutions that best meet their needs. Your role is to provide clear, valuable information that highlights your unique benefits and builds trust. This can include detailed content, demos, case studies, or testimonials. Understanding this phase helps you tailor your marketing and sales efforts to guide prospects smoothly toward choosing you, turning interest into commitment.

I love consideration phase because it’s where curiosity meets clarity. This is the moment people are open, reflective, and actively seeking solutions. It’s not about convincing, it’s about helping them connect the dots between their problem and the right solution. As a content writer and strategist, this phase gives me space to educate, guide, and build trust without pressure.

In the awareness phase, you build relationship. Consideration phase is when you build trust. Ensure you don't bad mouth your competitor's products or services. Instead, do this. 1. How your product/ service solves a problem. 2. Time frame for you to work. 3. The expected results. And how you can help them. To remove any hesitancy or doubt. Provide, client testimonials. This will significantly improve the trust factor. Do not hard sell in this phase.

In this phase, send them to the landing page. Don’t distract then with irrelevant service. You already know what is his painpoint. You offer him discount or coupon code.

This is your closing argument—make it count. Be clear, be confident, and cut the fluff. In legal, I might say: “Here’s what working with us looks like—want to see how it fits?” Add proof, address hesitations, and make the next step frictionless. CTAs here aren’t optional—they’re the bridge between interest and action.

The decision phase is where all the effort of research and evaluation comes together. It’s the moment when a choice is made—whether to buy, commit, or move forward. In this phase, clarity and confidence are key. Decision-makers weigh options based on value, trust, and alignment with their needs. Providing clear information, addressing concerns, and reinforcing benefits can make the difference. Supporting prospects with timely guidance and reassurance helps them feel secure in their choice, turning hesitation into action and setting the stage for a positive outcome.

One thing I have found genuinely helpful after buying something is when companies don’t just say ‘thanks’. They actually check in with tips to help me use it better. Like when I got a fitness tracker, and a few days later, they sent an email on how to set goals and improve sleep. Nothing salesy, just useful stuff. It made me feel like they actually cared if I was happy with it. That kind of follow-up really helps with the "brand recall" factor.

Post-sale is where loyalty’s earned. Don’t go silent—go supportive. I like to treat new clients like new hires: onboard them, guide them, check in. Send value-packed tips, ask for feedback, and show them what else is possible. In legal, that could mean sharing a next-step strategy or intro to a helpful resource. Keep showing up, and they’ll stick around.

If this is a service you should make a onboarding kit. Show them your performance. When the project is finished tell them you will be there when they need you. Add him to your newsletter or social media.

The post-purchase phase is where loyalty is built. Most brands go quiet — but smart ones use this window to onboard, support, and cross-sell. Start with momentum: send quick-start tips or onboarding emails that reduce friction. Follow up with helpful resources, not just promos. Ask for feedback early (NPS, quick surveys), but only if you act on it. Use behavior-based triggers to recommend relevant add-ons or upgrades. It’s not about more emails — it’s about better-timed, more useful ones. Post-purchase isn’t the end. It’s the start of the relationship.

The post-purchase phase is where customer loyalty is built—or lost. It’s not the end of the journey, but the beginning of a lasting relationship. Follow up with gratitude, offer support, and make sure the customer feels valued and satisfied. Share helpful tips, request feedback, and provide easy access to service or returns if needed. A smooth, thoughtful post-purchase experience turns buyers into repeat customers and brand advocates. By showing you care beyond the sale, you create trust, encourage word-of-mouth, and lay the foundation for long-term business growth.

In the advocacy phase, shift the spotlight to your happy customers. Share real stories, testimonials, or a behind-the-scenes win. It’s about building trust and showing them they’re not just buying a product, they’re joining a community.

In the advocacy phase, shift the spotlight to your happy customers. Share real stories, testimonials, or a behind-the-scenes win. It’s about building trust and showing them they’re not just buying a product, they’re joining a community.

Happy clients are your best marketers—you just have to invite them in. I like to spotlight their wins, ask for a quick testimonial, or offer a subtle nudge to refer. In legal, peer trust carries weight—so when a client vouches for you, it lands hard. Make them feel like part of the mission, not just the mailing list.

The advocacy phase is where loyal customers become your biggest champions. It’s the final—and most powerful—stage of the customer journey. When people love your product or service, they naturally share it with others through word-of-mouth, reviews, and referrals. This organic promotion builds trust and credibility far more effectively than traditional marketing. To nurture advocates, deliver consistent value, exceed expectations, and make them feel seen and appreciated. Empower them with tools to share their experience and celebrate their loyalty. Advocacy turns happy customers into a community that fuels your brand’s long-term growth.