Hope at the Top, Data at the Bottom

Imagine a sales funnel or buyer journey as a continuum. Towards the end there shouldn't be any hope in the communications. No hope on a spec sheet. No hope on a price list. That messaging should be all data.

At the other end, the top of the funnel, the start of the buyer's journey, there's hope from the first moment. This company can solve my problem. This product can get me from my negative present to my positive future.

So you start with hope and a little data. Around the middle the proportions invert, with less hope and more data, and toward the end it's all data.

The trick is remembering there has to be hope at the beginning. If your messaging doesn't convey it, it's very hard to hold someone's attention long enough to get to the data.