The Micro Conversion – How Small Decisions Get Customers to Buy

How do you eat an elephant?

elephant, african bush elephant, savannah

As business owners, everything we do all boils down to one basic end goal: get customers to buy.

And that’s why we apply various sales and marketing strategies like advertising. We want to get our offer in front of people to get them to buy.

But if you’re spending to advertise but you aren’t getting sales, then you’re just wasting money.

Does that mean that advertising doesn’t work?

I’d argue against that.

But why do lots of business owners claim that advertising just sucks out their hard-earned money?

That’s because they’re being advertisers right out the gate.

What does that mean?

Let me illustrate with an age-old marketing analogy.


Will You Marry Me?

people, couple, man

Imagine a single guy deciding in a moment that he wants to settle down and get married.

Does he go to a bar, meet a woman and ask her to marry him? No, they have to go out first.

Once they go out for coffee, does he propose? No, they should go to dinner first.

Once they go out for dinner, does he propose? No, they should exclusively date first.

Then they should be boyfriend-girlfriend.

Then when the time is right and the relationship is right, that’s when he proposes.

Given that framework, if he chose to propose at any time before the right moment in their relationship, would he have gotten a yes?

Maybe not.

And it works the same with advertising your business.

If you make an offer at the wrong time, you risk turning off your prospect. It’s like asking them to marry you when you’re not there yet.

In fact, you even risk losing them forever if you creep them out at the start of the relationship by making such an ask.

So even if your main goal is to get purchases, it doesn’t follow that you go for that goal immediately.

What should you do then?


Enter Micro Conversions

Micro Conversions are smaller steps you can ask your audience to take to help them make bigger decisions easier.

Micro Conversions are not like more hoops you ask your customers to go through during the buying process.

They are more like steps on a set of stairs. Instead of asking your customers to take a big leap from one level to another, you lay out smaller steps for them to take which eventually lead to the next level.

boots, feet, footwear

Here’s an example.

Take e-commerce stores which sell supplements.

Store A decides to run ads telling its target audience to buy his products.

Store B decides to run ads leading to a blog post which educates active gym goers on the benefits of supplements. In that post, they make references to their products as examples and how they can benefit from them.

Which ad campaign would perform better?

In my experience, the strategy employed by Store B is more effective.

So it doesn’t have to be a long drawn-out process.

You’re just putting in smaller steps which are more easily actionable in front of the big ask.

These steps or micro conversions are different for every business model. But I’ll share with you a common framework which you can pattern until you figure out your own.

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Micro Conversion 1: Lend Me Your Ears

sculpture, bronze, the listening

Everyone loves free tips.

And when someone gives you free advice which got you results, that automatically makes you a believer of that person.

So the first micro conversion in this framework is to get people to listen to you.

Provide a quick and actionable tip which gets the person immediate results.

Once you are able to do so, they’ll pay attention to whatever else you have to say.


Micro Conversion 2: May I Have Your Number?

smartphone, woman, girl

Advertising is about broadcasting your message to a defined audience and it gets results.

But can you imagine how much better results will be if you are able to reach your audience on a more personal level?

That’s why you’ll notice a lot of online businesses offering free ebooks and webinars which are filled with tons and tons of value.

You pay with your e-mail address which is very very valuable.

Giving away a piece of value in exchange for contact information is a very easy decision to make, making this a very effective and popular micro-conversion.

This process is usually called lead generation where potential customers opt in for what is commonly called a lead magnet.


Micro Conversion 3: May Barya Ka Ba?

wallet, cash, credit card

Finally, if you want to get your audience to pay you for your product or service, there’s one more small step they have to take.

That step is to take out their wallets.

Try going to someone and asking for 1,000 pesos. If you’re not close with that person, chances are, they won’t immediately reach for their wallet.

But if you ask for 20 or even 100 pesos, then they’ll probably take out their wallets to do so.

This is a step I see a lot of online businesses do online.

They sell a low-priced offer which again is filled with so much value that you’re probably getting it at a very big bargain.

Once a user enters his payment information to purchase this low-priced offer, businesses then make a logical upsell to their main product or service. At this point, since the payment information has already been entered, all the user has to do is to decide whether or not to take the upsell.

This process is commonly called Tripwire Marketing.

It does take a bit of skill and planning but once set-up effectively, it can do a lot to improve a business’ purchase numbers.



Whether with business or any goal we wish to achieve, going straight for it is not always the best plan of action.

Take small steps.

Focus on small wins.

And if your micro conversions are set up properly, you can set yourself up for consistent big wins.

So, how do you eat an elephant?

One bite at a time.

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How to Take Your Business Online

Do you want to take your existing business online?

You’re in the right place!

In this article, you’ll learn how to find your audience online, how to offer them your product and service, and how to generate revenue and paying customers through online platforms.

But before we go into that, let’s get the basic idea down…


What Does it Mean to Take Your Business Online?

It’s a very broad concept but I’ll share with you the model I use to bring my clients’ businesses online.

Take note though that it’s one way, but it’s not the only way.

For me, taking your business online simply means recreating the whole customer journey online.

There is no need to start from scratch. We just take your processes now and set them up online with the help of the different online tools and platforms available to us.

So what is the customer journey?

The customer journey is basically the relationship between your business and your customer.

And this journey is usually mapped out by what is known as the conversion funnel. This is the model I want to share with you today.

What is a Conversion Funnel?

A conversion funnel is a representation of the customer journey and is shaped like a triangle pointing down.

Conversion Funnel

The funnel is split into the different stages in the customer journey moving downwards. As customers move downwards, the funnel becomes smaller because the reality is, a lot of people will drop off at every stage of the funnel.

The point of the funnel model is for business owners to be able to identify the different stages of the customer journey. This allows them to craft specific messaging and different offers to help people move to the next stage of the funnel. This process is called a conversion.

Why is this important?

I was once in the mall with my wife when we were stopped by a random person to sell us insurance.

Don’t get me wrong, I like insurance and I encourage people to get it. And I do not mean any offense to people selling insurance. But here’s my point.

We found it annoying and as a marketer, I found it very ineffective. Why?

  • We were not in the market for insurance at the time.
  • We did not know the guy nor the company he represented.
  • My wife nor I were not at a stage in our lives when we wanted or needed insurance.
  • We already had insurance and we didn’t feel the need to buy at the moment.

He wanted us to buy immediately on our first touch point.

Would you propose to someone on your first date?

The reason why mapping out the customer journey with a funnel is useful is because it helps you identify who are in what stage of the journey so you can how to speak to that person to get them to convert and move to the next stage.

The beauty of taking your business online is that you are able to easily identify where your customers are in the funnel. this knowledge, with the help of different platforms, allow you to market to them online.

Each online business has its own specific funnel but let me share with you a common model identifying 4 key stages in the customer journey.

Let’s discuss each one and how you can recreate each stage online.


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The awareness stage is your business’ first touch point with your customers. It is designed for you to reach the people in your audience who have not yet heard of you yet.

The key idea here is to introduce yourself without introducing yourself.


Think about it. The guy selling insurance earlier introduced himself to us by trying to immediately sell us his offer.

Don’t you hate that person at a gathering who is always immediately trying to sell you something?

You don’t know them and already, they are wanting to take something from you. What’s worse, they try to tell you what you need without even getting to you first. How can that person know that you indeed need what he is offering?

You know who we do like though: the guy who is talking to us and is genuinely interested in what we have to say.

Have you ever been to a dinner or an inuman where someone brings a friend you don’t know but at the end of the night, you feel like you’ve been friends for some time now?

That’s the kind of person we want to be at this stage of the conversion funnel.

And we do this by talking about your target audience’s favorite topic. And this happens to be everyone else’s favorite topic.


To be specific, talk to them about the problems they are facing which your business seeks to solve. Give them free advice on what to do with their dilemma. Ask for nothing in return.

We do not want to be to sale-sy at this stage so avoid talking about your business as the solution to the problem. When it’s apt, you can mention it as a possible solution, but do not dwell on it.

Two common ways to do this would be through a blog post or through video content shared on social platforms like Facebook.

At this stage, offer value and establish yourself as an expert in your industry.

It’s ok not to sell or make an offer at this stage. If this does not immediately lead to a sale or a lead, don’t worry.

This step helps your branding and puts you in a much better position to make your offers later on.

Related: Finding Your Customers on Facebook | 5 Ways to Find Your Target Market on Facebook


In the awareness stage, we want to find the people who are experiencing the problems your business is trying to solve. But the reality is, not all of them will want to solve those problems.

The objective of the consideration stage is to get the audience to self-identify as those who are interested in solving their specific problem. These people who self-identify will now be your leads.

The key concept here is to generate leads by offering something to your audience in exchange for their contact information.

That ‘something of value’ is commonly known in the online business space as a lead magnet.

You’ve probably seen a lot of these online. The most common example is a free e-book which you can get when you give your name and e-mail address. We’ll discuss why this is important in the next stage.

Lead magnets are usually free and are ideally filled with value. It is a continuation of the previous stage where you help out your audience with the problem they are dealing with by offering possible solutions.

Why do we not start with this in the first place?

Because the difference now is that you’re asking for something in return.

When you walk around in the mall, do you take anything just because it’s handed free to you? Of course not!

We led with the awareness stage to introduce ourselves as someone who knows their problem and is genuinely there to provide help for them. This puts you in a much better position to ask for something: their contact information.

Common lead magnets around the internet also include:

  • Free Webinars
  • Demo or Trial
  • Free Strategy Call

It’s important for you to identify lead magnets which are specific to your audience’s problem and can be a smooth lead-in to your main solution.

RELATED: Beginner’s Guide to Facebook Remarketing



The main objective of the conversion stage is to turn your leads into paying customers.

As simple as it sounds written down, this is where the hard work comes in.

Just because your audience is interested in your solution doesn’t automatically mean that they’ll purchase from you.

This stage is more than just following up with your audience. It’s more than just sending cart abandonment e-mails on those who did not proceed to purchase from your e-commerce store.

Because this stage is a deeper part of the customer journey, the conversation tends to happen over e-mail to make it more personalized. This is why we ask for the audience’s e-mail address. Take note though that this isn’t always the case. This stage can be done through social ads (through remarketing), instant messaging platforms or even traditional one-on-one phone calls.

This stage is where you now put some of the focus on your business and your specific solution. More importantly, this is where you highlight how your solution can be the most beneficial for your leads to get their problems solved.

The level of difficulty of this stage will vary for every business. One common differentiating factor would be price point.

If you are selling a low-priced item or service, it’s much easier to get a lead to buy. Compare it with people who are in the market to buy a car or a house. They may express early on in the customer journey that they want to purchase these properties (making them leads) but getting them to actually make a purchase may take some time.

Since this is the narrowest part of the conversion funnel, here are some ways to help push more leads out of that funnel and get them to buy. You can use any one or a combination of these, whichever makes the most sense.

Nurture Through Content

Sometimes customers need some form of content to convince them to proceed with the purchase. Talk to them about the product or service, its benefits and how it can help them.

Sales Call

Higher-priced products or services may face questions and objectives from the potential customers. It may be a good idea to talk them through these concerns to get them to purchase.

Case Studies & Testimonials

If you can’t convince your leads to purchase, maybe other people can. Share with them how your business has solved the same problem for other people. Social proof can do a lot to boost conversions.

Trials & Demos

If applicable, your business may offer free or discounted trials and demos. The best way to convince someone to purchase something is to have them try out the product or service. It puts you in a much much better position to make an offer later on.

Tripwires & One Time Offers

Tripwires are very low-priced offers which are usually offered for a very limited time. The logic here is that once a customer takes out his/her wallet to pay for a service, the business relationship has changed. It will be much easier for people who take this offer to buy your future offers considering the tripwire they purchase will be very value-filled.

Flash Sales

Flash sales are when your business offers discounted prices for a specific period with no previous announcement of the promotion. The idea is to create urgency for non-buyers to purchase or miss out on great deals.

Free + Shipping Offers

This is usually a strategy by businesses who can afford to give something away for free. Something of value is offered for free to the user with the user shouldering just the shipping charges.

RELATED: How To Turn Prospects Into Paying Customers (The Five Types Of People In Your Target Market)




Now you have acquired a new customer!

But you know very well that it the work doesn’t stop there.

After getting a lead to convert, the objective now is retention and to make sure that the customer keeps coming back.

The initial way to do this at this stage is to ensure that you are able to deliver everything you promised.

We’ve all probably fallen for some sales talks or ads before into purchasing something which ended up disappointing us. Chances are, you won’t ever buy from that business again.

But if you have a good experience, the likelihood of us being a repeat customer is much higher.

That is the most important thing to do. Apart from that, here are some ways to help increase retention:

  • Produce Content – This may be through a blog or even as simple as Social Posts to engage with your customers. The key is to post content which are relevant to your customers
  • Have a Newsletter – Keep your customers updated with any updates or promotions.
  • Provide Rewards – Reward loyalty by providing gifts or discounts to frequent purchasers. You can also incentivize your customers to do other actions such as to provide a review and referrals.
  • Start a Community – One of the best ways to keep customers engaged is to set up a community like a Facebook group. Here, people can discuss questions about your business as well as other similar interests. Everyone loves being around people like them!



No matter how your business looks now, you can definitely take it online.

All it boils down to is to recreate what is already happening offline on the internet. There are a lot of platforms available out there which will allow businesses to do this.

Your customers are online, you should be too.

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Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

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How To Turn Prospects Into Paying Customers (The Five Types Of People In Your Target Market)

How To Turn Prospects Into Paying Customers

I once told a friend what I do for a living and how digital marketing works. This friend of mine, who owns and runs his own business, told me how he thinks it would be a big help for him personally because it was something he had been struggling with.

I told another friend, who also runs his own business, the same exact thing. He asked me if I was serious because he didn’t believe in the necessity of digital marketing.

I shared the same piece of information to two people who belonged to the group I was trying to reach. But they both reacted differently.

Surprising? Not really. Even though your business has a defined target market, not all of them will take a single marketing message the same way.

In this post, we break down your target market into five types of people and how to speak to each one.

More importantly, we’ll discuss how you can turn one type of customer into each of the other types and, eventually, turn them into a paying customer

Let’s start with the first one.


The Uninformed

In my opinion, the essence of businesses is to solve problems. For those who say that the essence of business is to earn money, I do not disagree. But I believe that the way to earn that money is to solve problems.

You probably already know what problem your business is solving. It’s what helps you define who your target market is. It’s the pain point we try to hit with our marketing messages.

But the thing to realize is that not everyone in your target market knows that the problem exists.

Some years ago, I took a look at running shoes to replace my old pair. What I was looking for were simple rubber shoes I could use to run.

I came across a store which offered to put me on a treadmill with a camera so they could analyze the way I run. They showed how my feet and the way I’ve been running could potentially damage my knees in the long run. So there’s a problem I never realized and I just learned about. More on that later.

For people like me in that instance who are not aware of the problem your business aims to solve, it would be very difficult for you to sell your products because your message will not connect. They would not understand what you’re talking about. Or they may think that your product is not good, which we know is not the case.

The key message to deliver to these people is to educate them about the problem. You can do this through content, a video or a blog post for example. At this stage, the keyword is to educate and not to sell. The moment your target market realizes that you are just selling, your credibility may go out the window, and we don’t want that.

Focus on providing value and education. This way, you start to build a good rapport and reputation with your target market, putting you in a better position to ask for a sale later on down the road.

Once you are able to educate your unaware prospect, you now turn him into the second type of person which is…


The Complainer

The second type of person in your target market is those who are already aware of (and are probably experiencing) the problem.

We all have those friends na laging may problema at reklamo. You have those in your target market as well.

These are the people who know what their problem is but they don’t know what the solution is. For a lot of these people, they may not even know that the solution exists.

Home TV shopping infomercials do this real well. If you notice, they always start with a question which speaks to their prospect’s frustrations:

  • Is your vacuum cleaner to heavy to move around the whole house?
  • Is your spare bed taking up too much storage space?
  • Has this happened to you? (Then you see a man cleaning his ear with a cotton bud suddenly screaming in pain because he apparently poked his ear buds.)

This is the way to reach out to these types of people in your target market. Talk to them by talking to their fears, frustrations or whatever they may be feeling about their problems.

Show them why their problems matter and how it affects them and their goals.

Is your business in the health and fitness niche? Talk to a person’s frustrations on personal weight loss and mention why it’s important to stay healthy.

Do you sell hypoallergenic baby clothes? Talk to a parent’s frustration on dealing with rashes and an irritated baby because of his or her clothes.

In EDSA, there’s a billboard from a ride-sharing app talking to users about “beating Manila traffic”. They speak to the frustrations drivers experience during traffic to encourage them to book a ride with the app instead.

Going back to the running shoe story, when they showed me the problem, my initial thought was, “Oh, well, that sucks,” thinking that it’s just the way I run. But instead of me just leaving with that thought in mind, the salespeople explained how potential injuries I may suffer can be avoided with the right type of running shoes.

And that’s what you should do too.

The next step is to present solutions to their problem.

Notice we said solutions. We didn’t say YOUR solution.

Again, the key is to educate and add value. The objective is not to hard sell your product. At least not yet.

The goal is to give the prospects hope that there is a solution to the problem they are experiencing. If you get to provide that spark of hope, then you, again, put yourself in a much better position to ask for a sale later on because you have not only shown your expertise but you have, ideally, actually helped that person out.

The idea is to turn that problem-aware prospect into a solution-aware person, and I’ve given away the third type person right there.


The Seeker

The third group of people in your target market are those who are not only aware of their problem but are also actively looking for the solution.

These people are the ones who search, read reviews, interact in forums, ask questions, etc.

These people look for solutions and evaluate the different options they have to solve their problems.

In my case with the shoes again, they explained to me the different types of shoes I can use to help with my running. I asked questions about each one (“May ibang color ba nito? Magkano ito? Ha? Bakit ang mahal? May discount ba ‘pag estudyante?”) And then I evaluated my options. If they had a particular pair of shoes they wanted me to buy, this would have been the time for them to do the selling.

In your case, this is when you should now put focus on your product. This is the point to focus on what you can offer the prospect.

The objective is to get the prospect to know you, your brand and your business. The main objective is not to make the sale immediately but if that happens naturally at this stage, then it’s a good thing.

I mean, how many times have you gone shopping in a mall and you visit a particular store for the very first time, and made a purchase in that instance? Not a lot, right?

The same applies to what we are talking about now.

Your messaging now is to introduce your solution to the seeker. From there, show them that you are someone who is an authority in the industry you are in. If they don’t buy, it’s okay. But if you make a good impression on them, chances are, they’ll return when they are more ready to buy.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

Click here to access your free guide

So try and stand out, put your best foot forward, but do not be too pushy. Think about it as meeting someone for the first time. Most of us don’t like that person who already tries to sell us something at a first meeting.

Make a good impression and develop that relationship to turn them into the:


The Listener

The fourth type of the people in your target market are those who are already aware of your business and your solution but have yet to make the purchase.

These people believe in what you can offer, respect you as an authority in your industry, but they haven’t bought yet.

These are the people who frequent your store, your site or your social media page, but have not yet made the initial transaction. They are usually “just looking around”.

Why haven’t they bought yet at this point?

That’s a good question.

A very possible reason is because they still cannot see the value of the purchase. This is normal. In my case with the shoes, I may ask all the questions I have but none of the answers will ultimately help me figure out if the shoes are right for me. So what was I to do at that point?

I tried them on.

The salespeople made sure they had the right size. I looked at the mirror to see how they fit. They encouraged me to walk with them. I ran with them on the treadmill again.

At this stage, the objective is to focus on the benefits of your product and to show the prospect how helpful it would be for them. The best way for this to happen is to have them test or try out your product.

This varies for different types of business. For software and services, this could be a free trial. For apparel, this could be in the form of fitting. At the very least, the users should be able to try out the product or service for themselves. In m personal opinion, if they could do this for free, that would be best.

If you’re dealing with someone who belongs to the first type of person in your target market and followed all the steps to convert them into the fourth type of person, and still they don’t buy, they probably now belong to the last type which is:


The Abangers

(In case there are non-Filipino speaking readers, to “abang” means to wait.)

Most of the time, I am a loud and proud abanger. I think a lot of us are. So it’s safe to assume a chunk of the people in your target market are too.

These are the people who are convinced of you and your product already, but are just waiting for a good opportunity to buy.

How many times have you gone into a store, found something you want to buy and quietly say to yourself: “I’ll come back when there’s a sale”.

There’s this one buffet restaurant which serves boneless lechon which I really really like but I don’t want to go there on just any day. I go there on my birthday when I can get a free meal as long as I bring someone with me.

For these people, what could urge them to make the first purchase is just an incentive for them to do so.

It may be in a form of a discount or some other valuable offer. It can be a guarantee like a no-questions-asked refund if the product does not meet their expectations.

Going back to the example of Home TV Infomercials, they do this by giving the but-wait-there’s-more-if-you-call-now offer.

What offer can you provide to get that person to make that initial purchase from you and start the buyer-seller relationship?



To recap, there are five types of people in your target market. This means that there are different ways to communicate with them. Here’s a table you can refer back to:



The Uninformed                      Educate about the problem
The Complainer Educate about solutions
The Seeker Introduce your business
The Listener Introduce your product
The Abangers Ask for the sale


Some reminders before you implement this for your business:

  • During this whole article, we never referred to the people in your target market as customers. This is because this whole process is about reaching out to those people who are in your target market but have not yet made a purchase. Once they turn into a paying customer, the relationship changes and the messaging or communication changes as well.
  • You probably already have your defined target market. But do take note that not all of them are necessarily at the first type of person. Even if you’re just starting, your target market may already have people falling into each type we discussed.
  • If majority of your target market belong to the first or second type, remember that converting them into the other types of people doesn’t have to take long. Going again with the Home TV shopping infomercials, they are usually able to move viewers through each of the five types in a matter of minutes. They discuss the problem, they discuss the frustrations, they offer the solutions, they introduce their brand and their expert guest or endorser, they elaborate on their specific solutions and they ask for the sale. You can do it too.

Making your messaging specific to the current awareness level and current needs of your prospects can always put you in a much better position to convert them into a paying customer.

So go ahead and try to distinguish the segmentation of your target market. From there, craft your offers and marketing messages for each of them.

Meet them where they are in the customer journey. You will find that it will be effective for your marketing efforts.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

Click here to access your free guide