You've built a great product, but unless customers know about it AND can see that it solves their needs, they won't be beating a path to your door.

You have a validated product, and you know the painpoints you are solving for. Now you need to attract customers. To do this, you’ll understand how your customers find your product so you are visible to them with the right messages.

There has been a revolution over the last ten years in how customers seek information about products – Word of Mouth has given way to online search, so you need to be where your customers are looking, and with the right messages.

Think about how you research a car before you buy – and how that has changed over the last 15 years. Previously, you might look at a magazine, or ask friends who had made a similar purchase. You might go to the showroom and take a test drive. Now, your first step is probably to search online, to see what the options are.

Now, imagine that you sell cars and your product is not visible to customers online. Your amazing product won’t even be considered in the purchase product. And, having a website is not enough. If prospects can’t find your website, or does not obviously align with what they are looking for, they’ll go elsewhere.

How Can I Ensure I'm Seen During The Research Process?

To attract customers, you need to be seen where customers are researching your product. To do this, you need to:

  • understand how customers make buying decisions for your product,
  • Align your messages with what customers are looking for at each stage of the customers’ buying process,
  • test and measure messages to improve outcomes
  • digital marketing
  • EDM performance,
  • Referral programmes


You will know where customers look for products like yours in the market, and you will have ensured that when customers start researching your product category, they can see and consider your product because it is demonstrably aligned with their needs.

Learn how to be seen at the beginning of the customer journey.