Converting from desire to action

- The last conversion point of the funnel … is the most critical. … It's here that your consumer is almost a customer, … but your work is not done yet. … Just because they're seriously considering making a purchase … doesn't mean they will. … How you make this conversion happen … is going to be incredibly specific to your business model, … your brand, your consumer, and what it is you sell. … And we can talk about a few broad concepts … that you'll want to make sure are in place, but honestly, … this is where you have to march out … into somewhat uncharted territory … and start applying all of the marketing strategies … you've accumulated. … Every customer segment will respond differently. … So you need to identify what is most important … to your consumer at that point of purchase. … Is it a deal, is it timing, is it the excitement … to be part of something? … Throughout the entire funnel, … the buy moment has been available to your consumer, … but they haven't taken action. … Once they're in the desire stage, …