how to write for a tech sales funnel

I know the feeling of working very hard on something and then watching it sit there while nobody buys. with tech products it happens even more, because the founder understands every feature, and the buyer only wants to know one thing: will this solve my problem without causing me new ones? a sales funnel is simply the path a buyer walks from not knowing you to trusting you, and your writing has to meet them at every step with the right words.

here is how I would write for each stage:

awareness: write about the problem, not your product. a buyer at this stage does not know your name, so they will not search for your features. they search for their pain. for example, "close your monthly books faster" will get more attention than "an AI platform for finance teams." use the words your customers use when they talk about the problem, because that is how they will recognize themselves.

consideration: explain how it works in simple language. tech buyers are careful people. they want to know about setup time, integrations, and where their data goes, so answer these questions before they ask. a short demo, a comparison, or a plain explanation of the hard part will build more trust than any big claim.

decision: reduce the risk of saying yes. this is where proof matters most, so share one specific result from a real customer (only if it is true) and make the next step small, like a free trial, a pilot, or a short call. give one clear call to action, not five, because too many choices make people do nothing.

after the sale: keep writing. onboarding emails, quick tips, and customer stories help people succeed with your product, and happy customers bring in the next buyers more than any ad.

two mistakes show up often: writing for investors instead of users, and filling every page with jargon so the product sounds smart. clear writing sounds smart enough.

useful advice for this week: draw your funnel on one page with these four stages, then write one small piece for each stage, such as a post, a demo script, a proof page, and a welcome email. even rough versions will show you where buyers get stuck.

if you want help writing your funnel in a voice that sounds like you, message me here on Contra.

This is so true! People don’t buy features, they buy solutions to their problems. Keeping things simple and clear makes all the difference.

200+ pages marketplace design & research. $25K flat. 4 months from research to final delivery. → UX research → Marketplace experience → Customer, seller & admin dashboards → Brand identity system