When you're trying to get people interested in your product, it can feel overwhelming to figure out the right way to communicate.
What do you say to someone who’s just learning about your product versus someone who’s almost ready to buy?
That’s where a six-stage framework helps: awareness, understanding, consideration, conversion, retention, and advocacy. Each stage maps to a step of the customer journey and answers a different question your audience is asking. Below is a practical overview, with a detailed guide for every stage.
Awareness: Getting on Their Radar
This is where people first learn your product exists. At this stage, they don’t need a sales pitch—they need to know what you’re about.
- What to do: Focus on visibility. Use simple, memorable messages that highlight the problem your product solves.
- Examples: Social media ads, blog posts, or short videos that introduce your brand.
- Key question to answer: “What is this, and why should I care?”
Read the full guide: How to communicate during the awareness stage.
Understanding: Explaining What You Offer
Once people know your product exists, they’ll want to know what it actually does. This is where you give them more details.
- What to do: Be clear and specific about your product’s features and benefits.
- Examples: Explainer videos, FAQs, or blog posts comparing your product to alternatives.
- Key question to answer: “How does this work, and is it for me?”
Read the full guide: How to communicate during the understanding stage.
Consideration: Showing Why You’re the Best Choice
Here, your audience is weighing their options. They’re comparing your product to others and thinking about whether it’s worth their time and money.
- What to do: Focus on what makes your product stand out. Highlight testimonials, case studies, trust signals, or unique features.
- Examples: Customer reviews, comparison charts, or free trials.
- Key question to answer: “Why should I choose this over the competition?”
Read the full guide: How to communicate during the consideration stage.
Conversion: Closing the Deal
This is the moment they’re ready to buy (or almost there). Your goal is to remove any final doubts.
- What to do: Make it easy to say yes. Simplify the buying process and offer incentives like discounts or guarantees.
- Examples: Clear calls-to-action, limited-time offers, or demo calls.
- Key question to answer: “What’s stopping me from buying this right now?”
Read the full guide: How to communicate during the conversion stage.
Retention: Keeping Them Around
Getting a customer is just the start. Retaining them is where you build long-term value.
- What to do: Keep delivering value and stay connected. Offer support, updates, and reasons to come back.
- Examples: Onboarding emails, loyalty programs, or regular updates on new features.
- Key question to answer: “Why should I keep using this product?”
Read the full guide: How to communicate during the retention stage.
Advocacy: Turning Customers Into Fans
When your customers love your product, they’ll tell others about it. Advocacy is about nurturing that relationship.
- What to do: Make it easy for customers to share their experience. Reward them for referrals or feature their stories.
- Examples: Referral programs, user-generated content, or customer spotlight posts.
- Key question to answer: “Why should I tell others about this product?”
Read the full guide: How to communicate during the advocacy stage.
Meet People Where They Are
Every stage of this framework helps you think about what your audience needs to hear at the right time. The key is to understand where they are in the journey and tailor your communication to fit.
A useful exercise: list every page, email, and touchpoint you have today and assign each one to a stage. Gaps show up quickly, and so do places where you try to sell to people who haven’t understood your product yet.
The Customer Journey Communication Series
This article is part of a seven-part series on product communication:
- Overview: communicating at every stage of the customer journey (you are here)
- Stage 1: Awareness
- Stage 2: Understanding
- Stage 3: Consideration
- Stage 4: Conversion
- Stage 5: Retention
- Stage 6: Advocacy
Not sure what your website or product should say at each stage? At Artifact, we help product and marketing teams map the customer journey and turn it into clear messaging, design, and conversion-ready pages. Tell us about your project.
