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Tutorial 9

The document explains the buyer's journey funnel, which consists of five stages: unawareness, awareness of the problem, consideration of solutions, deciding between solution providers, and purchase. It highlights that not all customers will return for repeat purchases or recommend products, and the speed of progression through these stages varies by individual and product. An example illustrates this journey through the decision-making process of buying water in a supermarket.

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89 views2 pages

Tutorial 9

The document explains the buyer's journey funnel, which consists of five stages: unawareness, awareness of the problem, consideration of solutions, deciding between solution providers, and purchase. It highlights that not all customers will return for repeat purchases or recommend products, and the speed of progression through these stages varies by individual and product. An example illustrates this journey through the decision-making process of buying water in a supermarket.

Uploaded by

rayhana24zayani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Proofreading Exercise: Marketing

for
Small Businesses
Level: Easy

Source: https://actioncoach.au/blog/small-business-marketing-beginners-guide/

Style Used: Style Manual

The theory behind the buyer’s journey funnel is that whenever a person purchases anything –
whether it’s a bottle of water or a $500–million oil refinery, they pass through five stages:
unawareness, awareness of the problem, consideration of solutions, deciding between solutions
providers, and the actual sale itself. The last two stages, retention and advocacy, are idealistic – not
every person who buys something will come back for more, and they won’t always tell other people
about how good that thing is.

Although everyone will go through the first five stages of the buyer’s journey, how fast those
journey is varies from person to person (and product to product). Let’s say you walked into a
supermarket and buy a bottle of water because you’re thirsty. When you first walked in, you didn’t
realise you were thirsty (unawareness). Then your throat felt dry – your body’s autonomic prompt to
drink more.

Now you’re aware that you have a problem. (thirst) So you think about how to solve it.

Should you wait until you get home and have a glass of water? Wait, you’re not going home for a
few hours – better get something now. But what? A can of Coke? An iced coffee? No, you’re trying
to be healthy. A bottle of water? But you don’t like the taste of plane water. So you decide on
mineral water instead.
PROOFREAD PASSAGE: THE BUYER’S JOURNEY FUNNEL
The buyer’s journey funnel theory states that whenever a person makes a purchase—whether it’s a
bottle of water or a $500 million oil refinery—they pass through five stages:

Unawareness

Awareness of the problem

Consideration of solutions

Deciding between solution providers

Purchase

The final two stages—retention and advocacy—are idealistic. Not every customer will return for
repeat purchases, nor will they always recommend the product to others.

While everyone progresses through the first five stages, the speed of the journey varies by
individual and product. Consider this example:

You walk into a supermarket and buy water because you’re thirsty. Initially, you didn’t realise you
were thirsty (unawareness). Then, your throat feels dry—your body’s autonomic prompt to hydrate
(awareness).

Now you recognise the problem (thirst) and consider solutions:

Wait until you get home? No, you won’t be home for hours.

Buy a soft drink or iced coffee? No, you’re prioritising health.

Choose plain water? You dislike the taste

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