✨ meet your audience on their journey

Your content plays a powerful role in helping people: it helps them understand their options and takes them to the next step when they’re ready.

There are typically 5 stages in your audiences journey, these are:

1. Awareness - this is when your audience is exploring. At this point they have just discovered you and they’re looking for insight. For you to help them focus on helpful, interesting content that connects with what they care about. The best content for this are blog posts, YouTube tutorials and checklists.
2. Consideration - once they know you, the next step is trust. This is where real-world stories and expertise make the difference. Content like webinars, testimonials, case studies, reports and walkthroughs can all help.
3. Decision - this is where you make it easy to say yes. Among other things, simple sign-up forms and free trials can help them choose you.
4. Retention - once someone says yes, your content still matters. Keep making new content and continue to share.
5. Advocacy (loyalty) - your most engaged supporters are your biggest amplifiers. They’ll share your content with friends, comment on your posts, and join in community discussions. Pay attention to what they’re saying - it can guide what you create and share next.

It’s worth remembering: not everyone will stay for the whole journey.

Some people hop off early, others travel a bit further, only a few will make a decision or stay engaged over time and an even smaller handful will become your biggest fans.

That’s the shape of the funnel - and it’s completely normal.

It’s also why it’s so important to invite people along with content that speaks to their interests and keeps them wanting more.

When the Pitch Fits

You don’t have to sell at every stop - but when you do, make it matter. Good timing turns a pitch into a welcome suggestion, not a push. If someone is shown interest, asked a question, or returned a few times, they might be ready to hear how you can help.

It’s not about forcing the sale - it’s about recognising the moment and offering value with clarity and confidence.

Try this - which one feels more respectful of where someone’s at?

1. “Buy now - spots are limited!”
2. “If this sounds like the right fit, here’s how to take the next step.”

They both had a pitch, but showed that there was some listening first.

Your message will land best when your audience feels that you understand.

Pitching in Practice

Meet Sam, the creator of Cook & Giggle: Easy Fictional Recipes - a playful kitchen recipe website where fun meets simplicity and imaginative meals are made easy for everyone.

Sam’s not just sharing recipes - he’s building confidence in the kitchen. His content helps home cooks feel capable, creative and inspired to try something new.

What makes Sam’s pitch work? “It’s part of the recipe.”

When a popular dessert recipe calls for a tricky technique, Sam includes a note:
“Want to master this? I’ve put together a free mini video guide - plus I share my go-to tools.”

Instead of pushing products, Sam offers help right when it’s needed - making the pitch feel like a bonus, not a sales job.

That’s how you pitch with purpose: helpful, timely and always in service of the dish.

Workshop Activity: What's your pitch?

Describe what each step of your audience’s journey looks like.

Start by imagining someone discovering you for the first time - what are they thinking, feeling or looking for? Then walk through the rest of their journey: how do they show up at each stage, and how does your content support them as they move from one stop to the next?

❤️ Final Thought - Not everyone stays for the whole journey - it’s how you show up at each stop that matters.

Comment and share your thoughts?