Matt Winn

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Awareness

Consideration

Preference/Intent

Purchase

Repurchase*

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AwarenessConsideration

Consideration(Ready for Preference/Intent)

Preference/IntentPurchaseRepurchase

Total toss up

Purchase (or is it?)

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Awareness

Keyword: how to choose a flat screen tv

Enlightening content

Prompts to move to next stage

Previously unaware of brand

Keyword: how to sell online

Prompts to move to next stage

Places into Consideration stage

Matches search query without intimidation

Provides tangible resource

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Consideration

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Dedicated section in navigation

Third-party validation from trusted, unbiased sources

Highlights awards

Keyword: Compare Subaru

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Keyword: DirecTV vs DISH

Highlights key differentiators

Directly states competition

Third-party validation

CTA that moves to next stages

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Preference/Intent

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Direct Visit to babybump.ca

Prompts to purchase

The ultimate emotional validation

Validation by association

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Direct Visit to repeatpossessions.com

Asks for reviews

Addresses potential objections

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Evoke emotion to solidify intent

Make a personal connection

Show the benefit of purchase

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Purchase

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Create a sense of urgency to close

Offer a limited-time discount

Overcome objections

Showcase savings on your homepage

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Remove Roadblocks

Display payment options and security measures

Prevent “shipping sticker shock”

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Repurchase*

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Stay top of mind

Create sense of exclusivity

Segment your customers

Give a reason to return

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