With a background in Behavioral Health, I can tell you that there’s something therapists know that most marketers forget: People don’t change all at once.
Change is a process, not a task.
People wrestle with change, warm up to change and then actually make the change.
It’s the same process when we buy.
In psychology, it’s called the Transtheoretical Model or “Stages of Change.”
In marketing, we just call it a funnel.
Let’s talk about it…
The 5 Stages of Change (and How They Show Up in Marketing)
- Precontemplation
- They’re not ready. Maybe they don’t even know there’s a problem yet.
- Marketing Match: Educational content, cold traffic ads, scroll-stopping messaging that plants a seed.
- Contemplation
- They’re curious. They know the idea of change is possible… maybe. They’ve felt the pain, and they’re wondering if something better exists.
- Marketing Match: Blog posts, testimonials, “you’re not alone” messaging, lead magnets that offer clarity.
- Preparation
- They’re warming up… They’re comparing solutions, gathering information and preparing to change. They’re close.
- Marketing Match: Offer stacks, comparison charts, how-to videos, and retargeting ads that answer objections.
- Action
- They’re off to the races! They’re ready to buy, book, or commit and make a change.
- Marketing Match: Clear calls to action, urgency, limited-time offers, onboarding flows.
- Maintenance
- They’ve bought… but will it stick?
- Marketing Match: Email nurture, check-ins, surprise bonuses, referral incentives, loyalty perks.
Most Funnels Fail Because They Assume Everyone’s in “Action”
Most brands talk only to people ready to buy right now.
But most of your audience isn’t there yet.
They’re still asking… “Is this even my real problem?”, “Has this worked for someone like me?”, “What if I try this and it doesn’t work?”
If you don’t speak to those earlier stages, you’re invisible until it’s too late.
That’s where the LOOP Framework steps in:
- Launch builds awareness for those not even looking yet.
- Operate keeps the warm leads moving.
- Optimize answers objections and guides action.
- Progress turns new customers into advocates.
Let us help you be sure you’re reaching your entire market, not just the ones ready to take action.
Take the 5-Minute OmniPresence Audit and uncover exactly where to adjust your funnel for more conversions (and fewer ghosted clicks).
