When you’re in business, you’re offering something that helps people — something that makes a meaningful difference in their life.
This might look like helping them:

overcome a challenge;
make their life easier, more comfortable, or more enjoyable
or achieve a new goal, in their life or work.

In marketing, this is often referred to as a problem you’re helping them solve. But you might prefer to think of it as a challenge — something they’re navigating, and that you’re here to support them with.

But here’s something important:
People don’t usually go from realizing they have a problem
straight to being ready to buy.

There’s a journey that happens in between.
From becoming aware that something isn’t working…
to realizing support is possible…
to feeling ready to choose the kind of support that’s right for them.

This is what we call the Buyer’s Journey — and learning how to work with it is one of the most powerful things you can do to bring ease and alignment to your business.

Because along that journey, your potential clients need time, information, and trust.
They need to get to know who you are, what you believe, and how your work could support them — in a way that feels clear, grounded, and true.

That’s where your content and presence come in.
When you offer something helpful, when you empathize with their experience, when you gently introduce them to new possibilities — you become a trusted guide on their path.

And that’s when they start leaning in.

Being strategic doesn’t mean being pushy — it means offering the right kind of support at the right moment.
Because someone who’s only just beginning to explore
what’s wrong isn’t ready for a sales page.

But they might be very ready for a heartfelt story, a small win, or a moment of recognition.

By thinking carefully about what your potential clients are going through — and what kind of content or encouragement would truly help at each stage — you can gently invite them deeper into your world and the work you offer.

You become the guide who helps them move toward a meaningful solution.
And you do that by offering the right content at the right time — not as part of a funnel, but as part of a thoughtful, soul-aligned treasure trail that leads from first awareness… to connection… to the moment they’re ready to say yes.

So what does this journey actually look like?

While every client is unique, most people move through three distinct stages on their way to choosing support: Awareness, Consideration, and Decision.

Let’s take a closer look at each stage — and explore how your message, presence, and content can meet your potential clients right where they are.

In the Awareness stage, your potential clients have just begun to realize they’re facing a challenge — and they’re looking for insight, clarity, and small steps forward.

They may not be ready to invest in a paid solution yet, but they’re very open to understanding what’s going on and discovering helpful guidance. This is where your voice and presence can make a real difference: by empathizing with what they’re experiencing, offering small, practical insights, and showing that you truly understand their world.

Content at this stage isn’t about your offer just yet — it’s about meeting people where they are. Help them name what’s going on, reassure them that they’re not alone, and offer simple support that builds trust and curiosity.

Here are some helpful types of content for the Awareness Stage:

• Blog posts or articles that name the struggle and offer empathy and insight

• Gentle tips or quick-win solutions that bring some relief (without jumping straight to your offer)

• Personal reflections or stories that show you’ve been there too

• Your “why” — shared through writing or video, so they can begin to connect with your values and approach

• Lead magnets or freebies that give a helpful resource or insight, while opening the door to deeper connection

your leadmagnet 

A great lead magnet is one of the most powerful tools you can create for this stage. It’s often the moment when someone chooses to let you into their inbox — and that’s a big deal. It allows you to stay in touch, build connection, and gently guide them forward. If you’re still working on creating your lead magnet or want to improve what you have, there is a bonus module with assistant to support you in crafting a magnetic, meaningful freebie that truly resonates and helps you grow your subscribers list. 

In this stage, it’s not about convincing or converting. It’s about being the voice they want to hear more from — because you’ve helped them feel seen, understood, and just a little more hopeful.

Now your client knows what they’re struggling with — and they’re beginning to explore what kind of help might be out there. They’re comparing options, wondering who they trust, and starting to imagine what real change could look like.

This is the stage where your offer can begin to take center stage — but it’s still about thoughtful connection, not a hard sell.

Let people get a feel for what it’s like to work with you. Share the shape of your work, your approach, and what makes it different. Tell the story of why you’re the right person to help them. Offer content that shows the unique value of your program or service — and why it might be the right fit for them.

This could include:

• Articles or blog posts comparing different solutions, with gentle honesty about what sets your work apart

• A thoughtful sales page that highlights the benefits and philosophy behind your offer

• Behind-the-scenes content or sneak peeks to help people imagine themselves inside the experience

• Stories of transformation: testimonials, case studies, or client spotlights that build trust and social proof

• An “about” page or blog that shares more of your journey and why you do this work

• A FAQ section that answers common questions with clarity and reassurance

At this stage, your content is doing the slow, steady work of lowering resistance and deepening resonance. You’re showing what’s possible — and helping them feel safe, seen, and supported as they consider their next step.

At this point, your client is almost ready.
They’ve done their thinking. They’re leaning in.
They’ve explored what’s out there, and they know the kind of support they want.

But they might still be comparing options — or simply waiting for that last bit of reassurance or encouragement to take the next step. Your job now is to make that step feel clear, safe, and like a “yes” they’ll feel good about.

Here are some ways you can support them at this stage:

• Offer special bonuses or limited-time discounts that make now the right moment

• Share testimonials, case studies, or success stories to build confidence and trust

• Invite them to a free discovery call or Q&A to help them decide

• Clearly explain what’s included in your offer and what to expect (e.g. in a well-written sales page or follow-up email)

This is where the final decision is made — so the more grounded, helpful, and transparent you can be, the more likely it is that your offer will feel like the right one.