Your audience moves through different stages before buying. At each stage, they hold different knowledge and trust levels. They start from knowing nothing about your brand. Later, they understand the problem you solve and see why you stand out. Eventually, they decide whether or not to buy. After buying, they might return for more. Your messaging must match these shifts. By adjusting your copy, creative, and angles at each funnel stage—top, middle, bottom, and post-purchase—you guide more people toward conversion.
This guide explains each funnel stage, shows what matters most at that point, and offers examples of creative styles and message angles that work well. You learn how to address problems, highlight your unique selling points (USPs), handle objections, use social proof, and motivate repeat buys. By following these steps, you ensure your ad messaging feels right for everyone—from people who just heard your name to those who already love your brand.
Top of Funnel – Introducing the Problem and Your Solution
Who They Are:
These people do not know your brand. Some may not even know they have a problem. Others know a problem exists but have not searched for a solution.
What to Show Them:
- Focus on the Problem: Help them understand a need. If they do not see a problem, they will not care about a solution. Explain the issue simply. For example, if you sell skincare, show why neglected skin leads to breakouts or dryness.
- Introduce Your Product as the Best Solution: Once they grasp the problem, present your product as the “inferior solution” (the chosen solution from among the market’s options). Highlight what makes you special. Mention your key USP—maybe it’s all-natural ingredients or a patented formula.
- Show the End Goal or Transformation: Offer before-and-after visuals. If it’s skincare, show a face before and after using your product. If it’s lead generation services, show an ad account’s ROAS before and after your help.
Creative Types for Top of Funnel:
- Educational Videos: Teach them why the problem matters. Show step-by-step how your product addresses it.
- Product Demo Videos: Demonstrate simple use. For skincare, show a quick morning routine. For a service, show a dashboard with improved metrics.
- Founder’s Story Videos: Introduce the brand’s founder. Let them explain why they created this product. Seeing a real person builds trust and a personal bond early on.
Result:
They learn about the problem and see you offer a unique, effective solution. Now they know your brand exists to help them.
Middle of Funnel – Proving Your Value and Benefits
Who They Are:
These people know the problem exists. They may know your brand but have not decided that you are the best choice. They understand the need but remain unsure if your product fits them.
What to Show Them:
- Focus on Solution and Benefits: At this stage, highlight your product’s direct benefits. Show why it stands out from generic fixes.
- Real Customer Testimonials: Add social proof. Show happy customers praising your product. Combine multiple testimonials in a carousel or a short video.
- Unboxing and UGC Reviews: Let viewers see people opening your product. For skincare, show someone unpacking a set of creams and applying them. For apparel, show them trying on a shirt. User-generated content (UGC) feels authentic and relatable.
Creative Types for Middle of Funnel:
- UGC Reviews: Real users talking casually about why they love your product.
- Testimonial Carousels: Multiple static images with quotes from satisfied customers.
- Unboxing Videos: Natural, human reactions as someone opens and uses your product for the first time.
Result:
They see you as a proven solution. Benefits feel real. They start believing you can solve their problem better than others.
Bottom of Funnel – Handling Objections and Driving Action
Who They Are:
These people know the problem and know you can solve it. They visited your site or viewed your product. Yet, they hesitate. Something stopped them from buying. Maybe they worry about cost, shipping, or quality. Your job: remove these final barriers.
What to Show Them:
- Address Objections Directly: If you suspect shipping cost is the issue, highlight free shipping in a retargeting ad. If they fear the product won’t work, show a money-back guarantee. If they worry about complexity, show how easy it is to set up or use.
- Add Urgency and Scarcity: People put off buying if there is no rush. Mention limited stock or time-limited offers. This pushes them to act now, before they forget or get distracted.
- Us vs. Them Comparisons: Show how you beat competitors. For a T-shirt brand, compare your pre-shrunk, fitted tees to typical baggy, shrinking tees. This visual “us vs. them” format hits bottom-of-funnel audiences hard. It confirms they make the right choice with you.
Creative Types for Bottom of Funnel:
- Objection-Handling Ads: Simple, direct ads answering common questions. For example, “Worried about shipping costs? Use code SHIPFREE now!”
- Reminder Ads: If they left items in the cart, remind them. “You left this item waiting—grab it now!” Add a small incentive like free shipping or a 10% discount.
- Discount Ads: Offer a targeted deal. If they hesitated at full price, a small discount might close the sale.
- Us vs. Them Creatives: A static image or short GIF comparing your product’s advantages to the market’s drawbacks.
Result:
They see no reason to wait. Objections vanish. They know you’re better. The discount, urgency, or guarantee nudges them to buy now.
Post-Purchase – Encouraging Repeat Sales and Building Loyalty
Who They Are:
They already bought once. They trust you and know your product works. Getting a repeat sale is easier than winning over someone new. Now, focus on deepening that relationship and increasing lifetime value (LTV).
What to Show Them:
- Thank You and Appreciation: Start by thanking them for their trust. Make them feel special. Offer a small discount on their next purchase as a token of gratitude.
- Cross-Sells and Upsells: If they bought a T-shirt, suggest matching shorts. If they purchased a supplement bottle, offer a monthly subscription. Show them how to improve their experience with complementary products.
- Subscription Reminders: If your product is consumable or service-based, remind them to subscribe. Show them how convenient it is to have products delivered regularly.
- Share the Joy (Gift Ideas): Encourage them to buy gifts for friends or family. Remind them that your product can delight others.
Creative Types for Post-Purchase:
- Thank-You Ads with a Discount Code: “Thanks for your order! Enjoy 20% off your next purchase.”
- Cross-Sell Ads: Showcase related products they might love. “Complete your look with these shoes that match your new shirt.”
- Stock-Up or Subscription Ads: “Loved your skincare set? Subscribe now and never run out.”
Result:
They feel valued and may purchase again. They see how easy it is to buy more. They might even gift your product to others, bringing in more buyers.
Practical Steps to Implement These Messaging Strategies
Identify Your Funnel Stages:
Build separate campaigns or ad sets for top, middle, bottom, and post-purchase audiences. Use website events, custom audiences, and customer lists to segment them correctly.
Create Matching Creatives and Copy:
For top-of-funnel, craft educational or founder’s story videos. For middle-of-funnel, pull testimonials and UGC. For bottom-of-funnel, prepare objection-handling ads, discounts, and urgency elements. For post-purchase, plan thank-you ads and cross-sell concepts.
Test Different Angles and Formats:
Try various testimonial styles—video vs. carousel. Test different USPs or different discount rates at bottom-of-funnel. At post-purchase, experiment with different upsell products.
Monitor Performance and Refine:
Check metrics at each stage. If bottom-of-funnel conversions lag, add clearer objections handling. If post-purchase engagement is low, try a better discount or a more appealing cross-sell. Adjust until each stage flows smoothly into the next.
Conclusion
Aligning your messaging with each funnel stage improves your chances of moving people from awareness to consideration, from consideration to purchase, and from purchase to loyalty. By starting with the problem at the top, showcasing benefits and trust signals in the middle, removing objections at the bottom, and nurturing relationships post-purchase, you guide prospects through a seamless journey. This approach builds stronger brand relationships, boosts conversions, and maximizes the lifetime value of each customer