What is your message, and how will it engage your audience on an emotional level?

When creating a message for your buyer personas, you have to remember that each person is at a different customer journey stage. This journey can be mapped onto a content marketing funnel. As you can see from the diagram below, we generally consider clients in one of three stages; the Awareness stage, the Consideration stage, or the Conversion stage.

How to write an email


The customer is aware they need to solve a problem but unaware of the solutions available to them.

At this point in the customer journey, your website visitor needs guidance, not a salesperson. The content you create should therefore answer their questions and point them in the right direction. Avoid hard-sell copywriting and give the content consumer time to explore their options.

If visitors click through to a sales page or product landing page, they might be more serious about purchasing.


The customer is aware of several solutions and is researching the best fit for them.

At this point in the customer journey, your website visitor wants more product information. Refer back to your buyer personas—what were their biggest frustrations? What do they need to achieve? Ensure the content you produce helps them find the answers to their most frequently asked questions. Your potential buyers should be able to understand the benefits of the product or service.


The customer is almost ready to purchase a solution but needs guidance and onboarding help.

Messaging for each stage of the funnel. You can encounter leads at any stage of the customer journey. That means you should have a range of content to meet your buyer personas’ needs at each point in the funnel.

When someone is ready to buy from you, it’s smart to make sure the purchasing process is as simple as possible. Conversion content gives the clients the nudge to make a final decision and makes buying from you easy.