A shopper types “running shos” and gets nothing back. Another types “red waterprof trail runners under $150” and hits the same wall. Both knew what they wanted.

Traditional site search relies on exact keyword matching, leaving shoppers stranded at “0 results found” screens.

Gladly understands what shoppers mean, typos and all. Instead of a dead end, they get products that fit what they asked for and a conversation that keeps them shopping.

See how Gladly turns dead-end searches into sales

Turn Dead Ends Into Sales

I used to wonder why my marketing wasn't working.

The copy was good. The offer was solid. The testimonials were real.

And still — nothing.

Then I realized I was only talking to people who were already sold. Not "sold on me" — sold on the idea that they had a problem worth solving. I was writing for the customer who was five steps into the buying journey. But most of my potential customers were still on step one.

That's the mistake most business owners never catch. They write their website, their ads, and their emails for someone who's already raising their hand. And they ignore the vast majority of the market — people who could eventually buy from them, if they were approached differently.

Here's the framework that changed how I think about all of it.

Eugene Schwartz first mapped this out in his book Breakthrough Advertising — a direct-response classic most business owners have never heard of. The ones who have use it to write marketing that feels almost unfairly effective.

The idea is simple: every potential customer sits somewhere on a spectrum, from completely unaware a problem exists all the way to ready to buy. The mistake is treating them all the same way.

This person doesn't know they have a problem.

They have the pain — they're losing customers quietly, their team keeps dropping the ball, their margins are shrinking — but they haven't connected those symptoms to a fixable problem. They're not "in the market" for anything, because they don't know a market for their problem exists.

The upside: This is the largest group. By a wide margin. Almost all of your potential customers live here.

The downside: You can't sell to them directly. If your ad talks about your solution, they scroll right past it — because they don't recognize themselves in it.

To win: Meet them at the symptom, not the solution. Your content should help them name what's happening to them. An article called "Why Your Best Clients Keep Going Quiet" will pull in someone who doesn't even know they have a retention problem — yet. Once they can name it, they'll go looking for a fix. And you've already earned the first touch.

This person knows something is wrong. They just don't know a solution exists.

They're searching "why is my business not growing" or "how to stop losing clients." They're frustrated. They're researching. They might not even know your category exists — coaching, consulting, a platform, whatever you offer. They just know something needs to change.

The upside: They're actively searching. They want answers. They'll read long-form content, watch videos, listen to podcasts. They're hungry.

The downside: They'll take help from whoever reaches them first — you, your competitors, or some free resource that gives them 80% of what they need and sends them on their way.

To win: Lead with the diagnosis, not the prescription. "Here's what's actually causing your client churn" beats "our system reduces churn by 35%." Give them a clear explanation of their problem before you introduce your solution. When you name their situation better than they can, they trust you automatically.

This person knows that solutions like yours exist. They just don't know about you specifically.

They're comparing options. Reading reviews. They know the category and they're evaluating who to work with, which platform to use, which service to hire. This is the buying research phase.

The upside: They're already sold on the type of solution. You don't have to convince them the category works — you just have to win the comparison.

The downside: This is where most businesses compete, which makes it crowded and price-sensitive. When everyone is targeting the same Stage 3 buyer, you end up in a race to the bottom.

To win: Be specific about who you're for and why you're different. "For service businesses with 5–20 employees who want to stop delivering custom work on every project" beats "we help businesses grow." At Stage 3, narrow beats broad. A clear and specific positioning wins over a wide appeal every time.

This person knows about you. They've seen your content, maybe a referral, maybe an ad. They've done their research. They're close. They just need a reason to commit.

The upside: They're warm. The relationship already exists. The sale is close.

The downside: This is a small group relative to your total potential market. It's also the group that most businesses write all their marketing for — and then wonder why their reach is low and their cost per lead is high.

To win: Remove friction and risk. A strong guarantee, a testimonial from someone who looks like them, a clear and simple next step — these are what move Stage 4 buyers across the line. You don't need to sell harder at this stage. You need to make the decision feel safe.

Most business owners think their marketing problem is "we need better copy" or "we need more leads."

The real problem is usually simpler: they're writing Stage 4 messages to a Stage 1 or 2 audience.

The person seeing your ad isn't comparing you to your competitor. They don't even know your category exists. And you're talking to them like they're already sold — using language, claims, and calls-to-action that only make sense to someone five steps further down the road.

When you understand what stage your audience is actually at, everything changes. Your content strategy shifts. Your ad creative changes. Your messaging changes. And your results change.

Three things to do right now:

You don't need more marketing. You need marketing that meets your customer where they actually are.

Until next time,

Steven

P.S. Which stage are most of your potential customers at right now? Hit reply — I read every response and I'd love to hear what you're seeing in your market.

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