Marketing has the power to close the gap between expectation and reality—or widen it. When done right, it reflects your product, mission, and values in a way that builds trust and moves people.

This pyramid isn’t a funnel. It’s a framework for creating aligned experiences at every stage of the customer journey—from first discovery to brand advocacy.

The goal? Turn strangers into superusers by building momentum, not pressure.

🧱 The Six Stages of the Journey

Each layer builds on the one before it. Don’t skip steps—stack them with intention.

1. The Stranger

💬 They don’t know you yet
Show up where they’re already looking. This is your moment to get noticed.

• ‍Channels: SEO, social, events, thought leadership‍
• Content: About page, intro posts, panels, “who we are” moments‍
• Goal: Awareness

‍2. The Searcher

🔎 They’re actively looking for a solution
Be the answer they find. Help them see your value clearly.

• ‍Channels: Website, search ads, educational content
• ‍Content: Product pages, client examples, newsletters
• Goal: Clarity

3. The Curious

👀 They’re starting to follow along
Offer content worth sticking around for. Teach them something. Make them feel seen.

• ‍Channels: Email, blog, social media‍
• Content: Insights, useful tools, case studies‍
• Goal: Trust

4. The Interested

💡 They’re engaging with you directly
Turn passive interest into active curiosity. Make it easy to take the next step.

• ‍Channels: Email, website, DMs‍
• Content: Demos, lead magnets, interactive tools (like, say… GoodChat)‍
• Goal: Action

5. The Customer

🎉 They’ve said yes
Now it’s time to deliver. Align the experience with the promise that brought them in.

• ‍Channels: Onboarding, support, training
• ‍Content: Personalized comms, client success stories, helpful resources
• ‍Goal: Retention

6. The Ambassador

📢 They’re ready to tell others
Give them something to share. Make it easy (and fun!) to spread the word.

• ‍Channels: Email, social, direct messages
• ‍Content: Case studies, testimonials, referral links
• ‍Goal: Advocacy

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✨ What This Framework Helps You Do

• Build smarter, more human lead gen flows
  
  
• Improve alignment between messaging + experience
  
  
• Know what to say (and where) depending on who you’re talking to
  
  
• Turn your best supporters into your biggest amplifiers
  
  

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