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How do you write lead generation copy for different funnel stages?

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Lead generation copy is the art and science of writing persuasive messages that attract and convert prospects into leads. But not all leads are created equal. Depending on where they are in the buyer's journey, they may have different needs, questions, and objections. That's why you need to tailor your lead generation copy for different funnel stages: awareness, interest, consideration, and decision. In this article, you'll learn how to write lead generation copy that matches the intent and expectations of your audience at each stage.

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1 Awareness stage

At this stage, your prospects are not looking for a specific solution, but rather for information, education, or inspiration. They may have a problem or a goal, but they are not aware of the options or the benefits of solving it. Your lead generation copy should focus on creating curiosity, empathy, and value. You should use headlines that promise a benefit, a solution, or a transformation, and hooks that capture attention and intrigue. You should also offer a lead magnet, such as a free report, a checklist, or a video, that provides valuable and relevant content in exchange for their contact information.

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Jordan Murphy ????

Building LinkedIn’s most profitable brands → 1M+ followers added in 2024 → Book 10+ qualified calls/month on autopilot ??
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Turn Awareness into Mastery! To tackle this stage effectively, start with a deep dive into your target audience's issues using a tool like Google Trends or BuzzSumo. Create a content calendar around these pain points. Use Google's Keyword Planner to find high-search, low-competition phrases. Next, script and record explainer videos, or write how-to blog posts. Host them on WordPress or Medium, and amplify their reach using social sharing tools like Buffer or Hootsuite. The more you educate your audience, the better they'll understand the value you offer. Allocate 3 hours this week to nail down this strategy.

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2 Interest stage

At this stage, your prospects are looking for more details, insights, or guidance on how to solve their problem or achieve their goal. They are aware of the options, but they are not ready to commit to one. Your lead generation copy should focus on building trust, authority, and credibility. You should use headlines that demonstrate your expertise, your results, or your uniqueness, and hooks that show how you can help them overcome their challenges or desires. You should also offer a lead magnet that deepens their knowledge, such as a case study, a webinar, or a guide, that showcases your value proposition and differentiates you from the competition.

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Jordan Murphy ????

Building LinkedIn’s most profitable brands → 1M+ followers added in 2024 → Book 10+ qualified calls/month on autopilot ??
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From Interested to Invested! Your goal here is to transition from an information provider to a go-to expert. Start by curating content around more specialized problems. For in-depth expertise, consider conducting your own original research surveys using tools like SurveyMonkey. Share the data-driven findings on LinkedIn or in targeted industry forums. Keep a close eye on audience engagement using analytics tools like Google Analytics or Mixpanel to see what's resonating. Spend two hours tomorrow analyzing user interaction on your most recent posts to adjust your approach.

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3 Consideration stage

At this stage, your prospects are comparing and evaluating the different options, features, and benefits of each solution. They are ready to make a decision, but they need some reassurance or incentive. Your lead generation copy should focus on creating urgency, scarcity, and desire. You should use headlines that highlight your offer, your guarantee, or your advantage, and hooks that appeal to their emotions and logic. You should also offer a lead magnet that persuades them to take action, such as a free trial, a discount, or a consultation, that removes their objections and motivates them to buy.

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Jordan Murphy ????

Building LinkedIn’s most profitable brands → 1M+ followers added in 2024 → Book 10+ qualified calls/month on autopilot ??
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Kick Analysis Paralysis to the Curb! If potential customers are stuck comparing options, be their guide. Use a project management tool like Asana to layout a detailed comparative analysis: For instance, create a side-by-side comparison of your services against competitors using metrics that matter to your audience. Bring this to life with infographics using Canva. Share these analyses via newsletters using email tools like ConvertKit, Beehiiv or Mailchimp. It's actionable guidance that can make decision-making a breeze for your audience. Reserve an hour today to brainstorm comparative angles.

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4 Decision stage

At this stage, your prospects have decided to buy from you, but they need some confirmation or support. Your lead generation copy should focus on reinforcing their decision, reducing their risk, and increasing their satisfaction. You should use headlines that congratulate them, thank them, or welcome them, and hooks that remind them of the benefits and outcomes they will get. You should also offer a lead magnet that enhances their experience, such as a bonus, a testimonial, or a follow-up, that builds loyalty and retention.

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Jordan Murphy ????

Building LinkedIn’s most profitable brands → 1M+ followers added in 2024 → Book 10+ qualified calls/month on autopilot ??
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Cement Confidence Through Case Studies! After the decision comes validation. Craft case studies that detail the success stories of customers or clients who've benefitted from your product or service. Use storytelling elements but back them up with hard data. Present the data visually, using charting tools like Google Data Studio or Tableau. These case studies don’t just have to be text; video testimonials are incredibly potent. Tesimonial.to is a great resource to capture your social proof. Use a simple video editing tool like Adobe Premiere Rush to polish user-submitted success stories. Block out two hours this week to outline your first case study.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Thomas Helfrich

Cut Ties to Everything Holding You Back?? Join Our Entrepreneurial Mastermind Community | Founder, InstantlyRelevant.com | 1 Mil YouTube Subs | Podcast | Author | Keynote Speaker
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Something from my playbook: NURTURE, DON'T PUSH. No matter the stage, remember that hard-selling rarely works. It's all about building relationships. Your copy should always focus on providing value and building trust. Think of each stage as a step forward in a budding relationship. Avoid aggressive sales tactics and instead, create a narrative that guides, reassures, and nurtures the lead. When they trust you, they'll come to you. Always prioritize genuine connection over quick conversion.

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Jordan Murphy ????

Building LinkedIn’s most profitable brands → 1M+ followers added in 2024 → Book 10+ qualified calls/month on autopilot ??
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Be the Iterative Innovator! Long-term success thrives on continuous improvement. Use A/B testing software like Optimizely for your landing pages and customer feedback tools like Uservoice to refine your products. Make it a habit to use a dashboard tool like Klipfolio to review KPIs weekly. Pinpoint one metric that’s lagging, and brainstorm actionable strategies for improvement. Invest one hour every Monday into this, and you'll build a culture of perpetual growth.

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Nina Froriep

We help business coaches and service-based entrepreneurs create content they love, grow organically, and elevate their conversations on LinkedIn. I'm a Content Creator, Producer, Visual Storyteller, and PhotograpHER.
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Great summary, thank you, @Thomas Helfrich, for sending me the link. Question: As I'm looking at these stages; how do I "manage" those on my LinkedIn posts, where at any given time, I have prospects that are in ALL of these stages? Do I rotate through them?

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How do you write lead generation copy for different funnel stages?

1

2

3

4

5

1 Awareness stage

2 Interest stage

3 Consideration stage

4 Decision stage

5 Here’s what else to consider

Lead Generation

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How do you write lead generation copy for different funnel stages?

1

2

3

4

5

1 Awareness stage

2 Interest stage

3 Consideration stage

4 Decision stage

5 Here’s what else to consider

Lead Generation

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