And you've made it to the very final stage of the funnel of the customer journey, which is decision. Now this is where your potential customers now know everything about their problem. They know the ins and outs of it, they know all the potential solutions, they know which solution is best for them. And now they're actually ready to select the provider to purchase this solution from. Now remember, your potential customer is going to have various constraints and budget in the team in the just the resources they have to put in to your solution so that they can implement it and get benefits from it. So this is where their questions and concerns are going to be vendor driven.

They're going to be asking more about the features and benefits they're going to get from whatever offer they go with. Their online searches their questions to your salespeople, bear general conversations in the state might look something like this, and I'm going to go Again with the same example companies that I used earlier. So for the customer support software company, they might be asking, does provider one provide better support softer features, then provider two. So this might look something like company one versus company two features, or anything along those lines when it comes to online searches. The company, the company that sells mattresses might see questions something like along the lines of who offers the longest and most complete warranty policy for mattresses. Again, this might take many forums, such as company one, warranty policy versus company two, anything along those lines that compares and finds the most thorough option for them again, for someone who buys a mattress, warranty policy is really important for some other industry or a company and might not be but this is very industry specific.

And this is where you get to make them most out of your knowledge about the industry you're in and understand what it is that bothers people as they get to decide to buy something from a provider in your industry. And the final example, with the electricity provider, it might be what are the electricity contract terms with provider one versus provider two? Again, contract terms might be really important for an electricity provider, it might be for someone who sells fashion items. So this is where it's really important that you understand the ins and outs of what's really bothering someone who is on the edge between two or three providers of the same service. Is it going to be budget? Is it going to be contract terms?

Is it going to be the number of people that have to be on boarded onto their product? Is it something else is it shipping costs, whatever it is, it's your job to write all of these down and figure out what it is you can create content about so that you can actually Are these questions straight up front? As you create this question using these topics, your potential customer will be able to make a decision to choose their exact needs, their specific problems, their budget and any other requirements they have. And you can essentially use the examples I've just listed to list your own potential topics and specifics of your products and your services that people might have questions about. Now, when it comes to formats, this is a really cool place to be because you get to talk about your product or service in the best light, you get to really put spotlight on it and present it in the best way possible, and showcase showcase content such as case studies frequently asked questions, videos about product features, a live demonstrations and any side to side competitive feature analysis that you have.

These really reinforce the confidence in your offer as your potential customers keep seeing it as a fit for their specific problem, they get to see their own problems. In a case study, they get to see their own problems in a way you describe them. And the way you showcase your features, your product features to solve those issues. And as they see that they see themselves and they see Wow, this is something that is really for me, and this is the provider for it, and I have the budget for it. And at this point, they're so deep into the journey that they are most likely very naturally going to go ahead with your offer because you are the one that did such hard work to. to just take them take them through this journey and educate them and bring them on board with everything that your brand stands for and all the problems that it solves.

With CTAs call to actions, you just want to make sure to make it crystal clear how to take action. So if you are an e commerce store and you're selling a product there and then make sure that it's obvious where they can add it to cart and where they can check out and finalize the purchase. If you're a soft You want to make sure that it's clear where they can sign up? Is it a free trial? Or is it straight up have or does it straight up have to be paid. If it's some kind of service where they need to get on the phone with a salesperson, it has to be obvious how they can get in touch with the salesperson, it can be as simple as sign up here to get a callback, or this is the phone, this is the phone number you have to call to get in touch, or fill out this form.

So that we can reach out to you make it very, very clear it has to be it has to stand out from the rest of the page, it has to stand out from everything else that might take away their attention. And that might distract them so that you can actually leverage the point where you got them to which is there ready to buy and capitalize on it and get them to take action there. And then otherwise, you've done a lot of hard work and wasted it so we'll make sure that that doesn't happen. clear call to actions that encourage purchases and signups and content targeting your sales teams are going to help you when in the decision stage.