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The 3 Stages of the Marketing Funnel Explained (and Why They Matter)

Every Customer Moves Through a Funnel

If you’ve ever wondered why some people just scroll past your ad while others are ready to buy, it’s because not everyone is at the same stage in their decision-making. That’s where the concept of the marketing funnel comes in.

Think of it like this: every customer starts out as a stranger and slowly moves closer to becoming a buyer. But depending on where they are, your message (and your strategy) needs to change.

Top of Funnel (Awareness)

• These are people who don’t know you yet.
• They’re browsing, scrolling, or Googling—but not looking for you specifically.
• Your goal: introduce yourself and plant the seed that you solve their problem.

Middle of Funnel (Consideration)

• These people know you exist but aren’t sold yet.
• They’re comparing options, doing research, and seeing if you’re trustworthy.
• Your goal: prove your value, answer their objections, and build credibility.

Bottom of Funnel (Decision)

• These are the people who are ready to act.
• They’ve seen you before, they trust you, and they just need the right push.
• Your goal: make it easy for them to say YES.

Why This Matters

Most businesses make the mistake of talking to everyone the same way. But what works at the top of the funnel rarely works at the bottom.

When you align your messaging with where your customer is in the funnel, you stop wasting money and start building real momentum.

👉 Next week’s PRO edition of this newsletter will take this a step further. I’ll show you exactly which ad platforms work best for each funnel stage — including how to combine Meta ads and Google Ads into a streamlined system.

If you want to stop guessing where to spend your ad dollars and start running smarter campaigns, make sure you’re subscribed to the PRO version.