"That’s the funnel in action: from unaware to customer to advocate—all within a few days."
- Sarah George

We hear a lot about the “marketing funnel”—awareness, interest, desire, action—but let’s be real: it often feels like a theoretical model until you live it. Recently, I sped through the entire process without even realizing it, and it started with a casual scroll on social media.

Let me walk you through what happened.

A Scroll, A Click, A Sale

One day, while mindlessly swiping through my feed, I stopped on a friend’s post about an essential oil she swore by. I trust her, and the way she talked about it just clicked. I didn’t even know I needed it until that moment. Suddenly, I wasn’t just aware—I was intrigued.

So, I visited the shop, added it to my cart, and a few days later, I was trying it out on my daughter’s dry hands. And guess what? It worked just like my friend said it would. Now here I am, sharing the story with you. That’s the funnel in action: from unaware to customer to advocate—all within a few days.

Sure, trust helped speed up the process, but this is exactly what we aim to create in marketing.

A Second Example: The Long Game

Of course, not every journey is lightning fast. Sometimes the path is slower, with more twists and turns.

Imagine moving into a new home. Most things are in place, but there’s one big empty wall that feels… unfinished. That’s when you notice the problem: you need art. You start a search but get overwhelmed by options, so you close the browser.

But your online activity has set things in motion. Ads begin to follow you. You see options, offers, and suggestions. Maybe you hand over your email for a style guide or an art trend report. Now, email marketing takes over: personalized suggestions, discounts, testimonials—nudging you along the way.

Then, you hear a local ad or drive past a brick-and-mortar gallery. You go in. They listen. They offer ideas. Before you leave, they hand you a card with their social handles and a QR code to visualize art in your space. You’re not buying just yet—but you're close.

Eventually, after comparing price, style, and service, you make the purchase. That wall? Now your favorite part of the house. And when guests comment on it, you point them straight to the source.

What This Means For You

These two journeys—one quick, one gradual—illustrate how all buyers move through the funnel, even if they don’t realize it. As a business owner or marketer, your job is to show up at the right moments with the right message.

So ask yourself:

• What do my ideal clients value?

• What problems are they trying to solve?

• How does my content help them make progress?

• Where do I stay visible—email, social, in-person?

• What emotions are they feeling before and after working with me?

Clarity Creates Connection

This is the work I do with clients: helping them create messaging that lands at the right stage in the journey—so they’re not just talking, they’re connecting.

If you’re a service provider who’s great at what you do but struggling to attract high-quality leads, it might be time to clarify your client journey and align your marketing around it.

Want to explore what that could look like? Let’s chat.