The third stage of the buyer’s journey is decision-making time. This is when they make their choice and act on that choice to buy your product or service. 

Often this type of content will consist of case studies, product comparisons, product literature, vendor comparisons, trial subscriptions or downloads, and live demonstrations. You might include pros and cons, product reviews, FAQ and more information to help them make the decision. Often a lot of this type of information is found on a sales page. 

The customer knows they need your type of product, but this is where they’ll choose the actual product based on all the information they have. For example, they may know that they really want to buy an intelligent personal assistant device like Amazon’s Alexa, but there are other choices today like Google Home and the Echo. If you can provide them with a comparison between the choices available, pointing out the benefits of the one you want them to buy, you can lead them toward the purchase choice you desire.

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To accomplish this, it’s imperative to understand your competition so that you know what is available to your buyer outside of your product or service. Do you know what they like about the alternatives and what their concerns might be about your offering? Join groups of users on Facebook and LinkedIn to discover what the competition is doing. 

Does the industry you are in have an expectation of trying before buying, such as software? Do they need help with implementation or training to use your product or service? If so, it’s essential that they know what is being offered at this stage so that they choose your offering. 

In the next article, we'll summarize the types of content you need for each stage so you can get started creating it.

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