How to think about your marketing funnel

Most brands don’t have a visibility problem — they have a connection problem. They’re creating content, sending emails, running ads… but each piece feels like it’s talking to a different person. The marketing funnel helps fix that. It’s not just a framework for selling — it’s a way to understand where your audience is, what they need, and how your message should meet them there.

At Good Words & More, we use the funnel to guide every layer of strategy, from brand messaging to email copy, so your audience experiences one clear, cohesive story from start to finish.

Top of Funnel: Awareness

At the top of the funnel, it’s all about awareness. Your audience doesn’t know you yet — or they’re just starting to notice you. This is not the moment to push your offer. It’s the time to spark curiosity and show relevance. People at this stage are wondering, “Is this for me?”

What works best here are strong brand fundamentals: messaging that captures who you are, content that connects to their values, and consistency in how you show up.

This is where brand messaging strategy does the heavy lifting. It defines your voice, clarifies your value, and helps your brand make a first impression that actually sticks.

Middle of Funnel: Engagement + Consideration

The middle of the funnel is about engagement and consideration. Your audience knows you now — they just need a reason to trust you. This is where connection deepens. They’re asking, “Can this really help me?”

Your job is to make it easy to say yes. Things like email newsletters, educational content, and thoughtful nurture sequences keep your brand top of mind and build credibility. Here’s where content strategy and email marketing come in. We create consistent, value-driven touchpoints that educate, reassure, and strengthen the relationship — all grounded in the messaging foundation built at the top.

Bottom of Funnel: Conversion

At the bottom of the funnel, your audience is ready to act — they just need clarity and confidence to move forward. They’re asking, “Is this worth it?”

This is where copy becomes your best salesperson.

Strong landing pages, persuasive email flows, and clear calls to action turn curiosity into commitment. The goal isn’t to push harder; it’s to show how your offer meets what they already want.

How It All Connects

Each stage of the funnel serves a different purpose — and the platform, format, and message should evolve with it.

What works on Instagram isn’t what works in an inbox, and what resonates in a long-form blog won’t always land in a short caption. But the thread that ties it all together is alignment.

When your messaging, content, and copy work together toward the same goal, your audience feels guided — not sold to.

At Good Words & More, we help brands build that alignment — creating a clear throughline from awareness to conversion, so your audience knows exactly who you are, what you stand for, and why it matters to them.

And that’s when they buy.