Last week, in Part 1, we began to examine how emotion and logic operate in the buying cycle, and we covered what sort of content to produce for the Awareness stage. This week, the remaining four stages of the buying cycle...
Stage 2: Interest
During the Interest stage of your buying cycle, people are beginning to recognize a need for your product or service. They're aware of a problem or opportunity and the potential for a solution.
Now aware of an issue, they're are willing to spend a little more time. Thus, your content can be a little longer.
At this stage, you start building relationships with people. The need for emotional content is still high, but the need for logical content starts to build. You want content that engages rather than sells. In storytelling language, this is where you're starting to build the story of who you are—fleshing out your personality and your values.
That said, simple, inexpensive purchases won't require a lot of logic to back them up. The aforementioned Red Bull marketing is an example. By themselves, each Red Bull gives you wings video functions to get your attention. As a whole, the series of videos functions to reinforce the Interest stage.
However, chances are that if you're selling B2B, you'll need more logic in your materials. We'll discuss the reasons under the Evaluation stage.
Stage 3: Evaluation—Ramping Up the Logic
Catherine Sherlock (Sherlock Ink) is a communications professional and sustainability (CSR) strategist who revels in working with companies seeking to make the world a better place. Her specialties include storytelling, content marketing, and purpose-based consulting. Contact her for a complimentary consultation on your content or sustainability strategy.
LinkedIn: Catherine Sherlock