# Funnel Psychology

Understanding buyer psychology at each stage of the marketing funnel.

## TOFU: Problem-Aware to Solution-Aware

### Buyer Mindset
- "I have a problem but don't know how to solve it"
- Searching for education, not products
- Open to learning, skeptical of selling

### Content Approach
- Educational blog posts
- How-to guides
- Industry reports
- Thought leadership
- Social media content

### Psychological Triggers
- **Curiosity**: "What if there's a better way?"
- **Pain agitation**: "This problem costs you X"
- **Hope**: "Others have solved this"

### Mistakes to Avoid
- Hard selling too early
- Product-focused messaging
- Ignoring their questions

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## MOFU: Solution-Aware to Product-Aware

### Buyer Mindset
- "I know solutions exist, but which is right for me?"
- Comparing options and evaluating fit
- Looking for proof and validation

### Content Approach
- Comparison guides
- Case studies
- Webinars
- Email nurture sequences
- ROI calculators

### Psychological Triggers
- **Social proof**: "Companies like yours chose us"
- **Authority**: "Experts recommend this approach"
- **Specificity**: "Here's exactly how it works"

### Mistakes to Avoid
- Generic messaging
- Lacking proof points
- Not addressing objections

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## BOFU: Product-Aware to Most-Aware

### Buyer Mindset
- "I think this is the solution, but I need to be sure"
- Seeking risk reduction
- Ready to act with the right trigger

### Content Approach
- Free trials/demos
- Pricing pages
- Testimonials/reviews
- Guarantee messaging
- Direct sales conversations

### Psychological Triggers
- **Urgency**: Limited time offers
- **Scarcity**: Limited availability
- **Risk reversal**: Money-back guarantees
- **Commitment**: Small yeses leading to big yes

### Mistakes to Avoid
- Complicated buying process
- Hidden costs or friction
- Lack of urgency

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## Post-Purchase: Retention to Advocacy

### Customer Mindset
- "Did I make the right choice?"
- Seeking validation and success
- Open to deeper engagement if satisfied

### Content Approach
- Onboarding sequences
- Success tips and guides
- Community engagement
- Upsell/cross-sell offers
- Referral requests

### Psychological Triggers
- **Consistency**: They've committed, help them stay
- **Reciprocity**: Give value, they'll give back
- **Belonging**: Make them part of something

### Mistakes to Avoid
- Abandoning after purchase
- Pushing upsells too soon
- Ignoring feedback

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## Funnel Stage Transitions

### TOFU → MOFU Trigger
- Lead magnet download
- Newsletter signup
- Webinar registration
- Significant content engagement

### MOFU → BOFU Trigger
- Pricing page visit
- Demo request
- Free trial signup
- Direct contact

### BOFU → Customer Trigger
- Purchase completion
- Contract signing
- Subscription activation

### Customer → Advocate Trigger
- High NPS score (9-10)
- Unsolicited positive feedback
- Social sharing
- Milestone achievement
