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In the hunt for marketing knowledge, I continually heard about "The Funnel".  What I did not hear was frustration and headache trying to figure out how to get interest into the funnel.  Then I discovered the article below and realized that the heart to good CRM and client attraction was nothing more than I had taught for years as a Professor of Social work.  The true wealth attraction is in the relationship you build with the prospect and how they feel like you want more from them than their money and that you will give them more in return than just your "product."  In the development of a new young Social Worker the same applies.  They are eager and want to conquer the world, but do not have the skills yet to develop the trusting lasting relationship that will allow a client to bare their soul to them.  That is really what we do in business.  

The reason that I developed SteadyTIDE Marketing and integrated it with the powerful business operating software at is to empower growth minded businesses and consultants the ability to thrive through relationship development.  If you have not explored the benefits and features of I encourage you to do so so that you can easily apply the principles in the article below and finally see the growth that you desire in your own business.




The funnel is dead. The new consumer decision journey



Here is a graphic I use all the time to describe the consumer decision journey (CDJ). I like to say that the funnel is dead, because it’s outdated. Today’s consumer takes a much more complex iterative path thru and beyond purchase. The classic funnel shows an ever-narrowing array of decisions and choices until purchase, when in fact the channel-surfing customer today often is expanding the set of choices and decisions after consideration. Just as importantly, treats the post-purchase process with the same level of importance as the pre-purchase journey.

It’s a pretty simple concept really but clients like it because this visual highlights and isolates the most important aspects of the journey.

  1. Consider: What brands/products do consumers have in mind as they contemplate a purchase?
  2. Evaluate: Consumers gather information to narrow their choices.
  3. Buy: Consumers decide on a brand and buy it.
  4. Post-purchase: Consumers reflect on the buying experience, creating expectations/considerations that will inform a subsequent purchase
  5. Advocate: Consumers tell others about the product or service they bought.

This visualization of the journey helps focus conversations on where to spend money, where the opportunities are, what sorts of people and processes you need to deliver on them, where you’re weak and your competitors strong. It’s incredible the conversations I’ve had where clients realize they’re over-spending in one stage of the journey or under-spending in another. The CDJ approach helps clarify the issues that are undermining your brand, or where your brand has an opportunity to grow. 

What part of the consumer decision journey is critical to your brand?


Go to and find out why your business needs the powerful tools of SteadyTIDE now more than ever.  


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