All Primary Audience sites are built around the 3 Pillars of DISCOVERY, EDUCATION, and PROMOTION. We help customers Discover your Product or Service. We Educate them on the Benefits, the Pros and the Cons, and then we Promote the most valuable and appropriate Product or Service for their needs and wants. When it comes to the entry point of Discovery, we look at the Triggers and Drivers of Customer Behaviour, and what that might tell us about the stage of their journey. A customer asking the question “What Is… / What Are…” is likely at the early Discovery stage. They want information to address their motivations. Accurate and high quality content at this stage helps to foster their Consideration for your product or service. These leads are “Curious”. If a potential customer is asking "Why Use... / or Why Buy..." - then this is more of an indicator to an explicit willingness to be Persuadable, and to Convert (buy). These leads need Education, to inform their decision. Once a lead is sufficiently well Educated, happy, ready and Motivated to Buy, we need to Promote only the product or service which is the right fit for them. Getting this journey right will convert a Potential Customer, into a Valuable and Sustainable Customer with a High LTV - one who is willing to Convert, and then Repeat their purchase over time.