November 17, 2025 • 13 mins
The traditional marketing funnel assumes buyers move in a straight line—but today’s customers zigzag. They find you on social, check reviews later, and come back days (or weeks) after considering other options. In this episode, we explore why the old model often breaks down and introduce a more realistic alternative: the Trail to the Sale™ framework. It’s a clearer, more human approach to marketing that helps you focus on the right things at the right time.
We break down the eight trail stages—awareness, consider, compare, evaluate, sell, supersize, serve, and send—and how each one calls for a different message, offer, and action. You’ll hear simple ways to diagnose what’s not working, create purposeful content for each stage, and track what’s actually driving momentum. If your current strategy feels like “just doing more,” this episode gives you a focused path that feels manageable, intentional, and results-driven.
Trail to the Sale
- Show Notes
- Apply to be featured on My Weekly Marketing!
- Take the Marketing Clarity Quiz and get instant insights on your marketing strategy.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Janice Hostager (00:04):
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business, and
life in between.
Welcome to My Weekly Marketing.
Once upon a time, the marketingfunnel made perfect sense.
(00:31):
People saw your ad, clickedyour link, joined your list, and
eventually bought your thing.
But fast forward to now, thatnice tidy funnel looks more like
a tangled web of touch points,algorithms, and AI, doesn't it?
I mean, really nothing inmarketing is that simple
anymore.
So in today's episode, I wantedto unpack why the funnel is
(00:54):
broken and what to build in itsplace.
This episode might just changethe way you think about
marketing forever.
So when I started in marketing,it was all about the funnel.
If you're not familiar with themarketing funnel, it was
invented back in the 1800s.
Think of a kitchen funnel andvisualize the customer's journey
from the first moment theylearn about a brand at the top
(01:15):
of the funnel with awareness.
And then as they move down tothe interest phase and then to
the desire phase and finally tothe action phase where they
purchase at the bottom of thefunnel.
But here's the problem I hadwith the classic marketing
funnel.
First, it assumes your customermoves in a straight line.
They discover you, they showinterest, they want it, and then
(01:36):
they buy it.
But in reality, that's not howit is.
That's not how humans behave.
The old funnel model doesn'treflect how people buy today.
It's too linear.
Your customer's journey islooping, emotional, and
definitely nonlinear.
Buyers leave, they come back,they're scrolling, comparing,
(01:57):
getting distracted by catvideos, and maybe coming back, I
don't know, three weeks afterthey've seen a competitor's ad.
The second problem I have withthe funnel model is that
business owners assume customerswill fall down the funnel.
So like they put a lot ofenergy into the awareness stage,
and somehow people like whatthey see and they just end up
purchasing.
(02:18):
But I'm sorry to say thatrarely happens, and you've
probably found that out,especially in a noisy world.
We see between four and 10,000ads per day on social media and
TV and magazines and wherever.
If I see something when I'mscrolling on Instagram, but if I
don't open it in a new tab onmy phone, I've forgotten about
(02:39):
it before I'm even offInstagram.
We need to lead customers stepby step to the point of
purchase.
The third issue I have with thefunnel is that it stops with
the sale.
But there is so much more to doafter the sale to ensure that
they come back, that they're ahappy customer and they don't go
on Yelp and trash talk you, andalso serving them and asking
(03:00):
them to refer you to othersbecomes a very powerful force.
When you try to force yourmarketing into that one size
fits all funnel, you end updoing way more stuff instead of
doing what's actually working.
That's why you're overwhelmed.
It's not your fault, it's thesystem.
So I worked in marketing incorporate and agencies for 12 or
(03:22):
more years before I started myfirst business.
So I was no newbie tomarketing.
But even with everything I knewabout marketing, I was still
overwhelmed with the funnel andeverything I had to do with
marketing and how to get newclients in my own business.
It's kind of easier to do itfor somebody else in some ways.
So I really sat and thoughtabout how I buy, and then I
(03:46):
watched how others buy.
And instead of a funnel, Ilanded on something that better
reflected what I saw.
A trail, a winding trail.
In fact, a Trail to the Sale.
So I want you to think of yourmarketing as a trail too.
Every trail has stages or whatI call trail stops, and every
stage requires a different kindof message, different kind of
(04:09):
content, and differentintention.
It's not about shovingcustomers down a funnel.
It's about guiding them forwardstep by step at their own pace.
Here's what that looks like inaction.
First of all, you start withawareness, same as the funnel.
You want to help people seethat you exist.
That can be a lot of differentthings.
Then you move to the considerstage.
(04:31):
They're curious and they wantto learn more.
That might be a free downloador something that allows you to
start emailing them.
Next is compare stage when theylook around and see what other
options there are to solve theirproblems.
And then the evaluate stagewhen sometimes they might take a
chance to make a small purchasefrom you.
That's not always the case, butoftentimes it is.
(04:53):
Then comes the sell stage whenthey're finally ready to buy.
But that's not the end.
The next is supersize when wehave the opportunity to suggest
an upsell or a next sell.
Then after the sale, we want toserve them so well in that
serve stage that they want totell others in the send stage,
where you send them off to buildloyalty and get referrals in
(05:15):
the process.
Each stage builds on the next.
And when you have a clear map,you can stop second guessing
what to do next.
I know what you're gonna say.
Janice, this sounds like morework.
Eight steps, that's even moresteps than a funnel.
I get that.
On the surface, it does soundlike more detail.
But here's the thing (05:33):
when you finally understand what's
happening in your marketing, whoyou're talking to, what they
need, and what comes next, yourplan starts to become more
intentional, more organized, andsimpler in the long run.
The old funnel feels simplebecause it skips the reality of
how people actually buy.
That's why it keeps breaking.
You end up spinning yourwheels, trying tactic after
(05:56):
tactic with no idea what'sreally working.
It's what I call shot in thedark marketing and will always
leave you discouraged and drainyou dry.
It's trying a little of thisand a little of that and really
not understanding the order orreally understanding what the
needs are of your idealcustomer.
The Trail to the Sale gives youclarity.
It makes the journey easierbecause you finally know where
(06:19):
you are and what to do next.
You just need to know which oneyou're on right now.
That's what turns overwhelminto momentum.
Okay, so three steps to get youstarted.
If you've been feeling likeyou're spinning your wheels,
here's what you need to know.
You don't need to rebuild yourentire marketing strategy
overnight.
You just need to take one focusstep in the right direction.
(06:40):
Okay, here we go.
Step one, pick one stage ofyour Trail to the Sale to focus
on this month.
Most business owners try to fixeverything at once.
I'm right there with you.
It's tempting, right?
You just want to makeeverything better.
But you probably want morefollowers, better engagement,
more sales, stronger clientretention all at the same time.
And that's why it feels liketoo much.
(07:01):
But that's just invitingfailure.
Marketing clarity starts with afocus.
Look at the eight stages ofyour Trail to the Sale.
Awareness, consider, compare,evaluate, sell, superside,
serve, and send.
Now ask yourself, where am Ilosing people?
Are you getting enoughvisibility?
That's an awareness issue.
(07:22):
Where can you promote youroffer that your ideal customer
will see it?
There are a lot more optionsthan paid ads.
Think outside the box.
Maybe a flyer on the bulletinboard at the gym or at a coffee
shop.
Maybe meeting somebody at aChamber of Commerce event.
This is very much a choose yourown adventure pathway the whole
way through.
It really depends on your idealcustomer.
(07:45):
Are people aware of you but notopting in?
Then that's a consider problem.
It might be a landing pagethat's not converting or a
freebie offer that's not landingwith them.
Talk to your ideal customeravatar and find out what would
really get their attention.
Maybe it's an event instead ofa free checklist.
With AI around now, we businessowners have to be creative
because it's easier for them tofind answers.
(08:07):
Are they showing interest butchoosing somebody else or
sticking with what they'recurrently doing?
Then that's a compare issue.
Or maybe you're making salesbut not getting repeat business
or referrals.
That's a serve or sendopportunity.
Again, you don't need to fixevery stage at once.
Just choose one.
For this month, focus on theparty of your customer's
(08:28):
journey.
Everything you do, yourcontent, your emails, your
offers should serve that stage.
This kind of focus helps yousimplify your marketing and
makes it way more effective.
Okay, after you've figured outwhat stage of your Trail to the
Sale to focus on, then stepnumber two is to ask yourself,
what does my customer need tofeel or know at this stage?
(08:50):
That question changeseverything.
Because marketing isn't aboutwhat people need to hear, it's
about what they need to feelbefore they take the next step.
Study after study show we buyan emotion and then back up that
purchase decision with logic.
I remember getting my firstcoach bag when I graduated from
college because they look cool,but if anybody would ask me, I
(09:10):
would say I bought it because ofthe quality, which is also
true, but that's secondary.
Okay, so let's say you're inthe awareness stage.
Your customers might not evenknow that they have a problem
yet.
So your job is to help them seeit gently through relatable
stories.
You can post, "I've been theretoo," or educational content
(09:31):
that kind of opens their eyes asto what's really happening.
Understand that they might beaware of their problem, or they
might only be aware of thesymptom of their problem.
If you're a realtor and theirhouse isn't selling, they might
think it's the pricing problem,or they may just think it's
their house.
But really it could be thatit's not selling because it's
too cluttered and needs style.
(09:53):
Maybe that's the real problem.
So really take a look at yourideal customer avatar and really
understand what it is that theythink the problem is or the
real problem.
If you're in the compare orevaluate stage, your audience
already knows the problemexists.
They're just not sure if youare the right fit.
So they need to feel trust.
(10:13):
They need to know that youunderstand their world and that
your approach makes sense forthem.
And if you're in the sell orserve stage, your people might
need to feel confident andsupported.
They might be thinking, can Ireally do this or will it work
for me?
That's where testimonials,social proof, and easy wins come
in.
So before you post anything orsend another email, pause and
(10:35):
ask, what specifically did theyneed to know or feel before they
can take the next step?
When you answer that, you'llnever run out of purposeful
content again because everypiece has a job to do.
Okay, now we're on to stepthree.
Track what works and whatdoesn't.
This is where you stop guessingand start growing.
(10:55):
Listen, I geek out on a goodspreadsheet because it organizes
chaos.
But tracking at the earlystages doesn't have to mean
spreadsheets or analyticsdashboards, unless you love that
stuff too.
It just means paying attention.
Here's what to watch for.
Are you getting more replies orDMs?
Are more people clicking linksor downloading your freebie?
(11:16):
Did you get one or two clientswho mentioned they found you on
a recent post or podcastepisode?
These are all signs that yourmessage is resonating, that your
Trail to the Sale is working.
And when something doesn't gettraction, don't see it as
failure.
See it as data.
Let me tell you, I've beendiscouraged so many times, I
have shed a lot of tears on whatI was sure would work, but
(11:39):
didn't.
It feels personal, but it'snot.
Let me say that again for thepeople in the back.
If it doesn't work, it's notpersonal.
You just learned what does notconnect with your ideal
customer, which means thatyou're one step closer to
knowing what does.
As my mentor says, either youget the results you want or the
lesson you need.
(12:00):
The goal isn't perfection, it'sprogress.
Small, simple adjustments doneconsistently will create more
momentum than another round ofstarting over.
Because remember, strategyisn't about doing more, it's
about doing what moves theneedle and repeating what works.
And when you do this, yourmarketing stops being chaos and
starts feeling like momentum andfeels so much more manageable.
(12:24):
So, whew, if your funnel feelsbroken, you just need a roadmap.
You've got this.
Marketing does not have to feellike a guessing game.
It can be clear.
So download, if you want, myfree marketing strategy playbook
to see how each stage of thetrail fits together and you can
track your own Trail to theSale.
You'll find the link in theshow notes for today.
(12:46):
So for more information aboutthat link or anything else I
talked about in the podcasttoday, visit
myweeklymarketing.com forwardslash one thirty four.
Thanks so much for joining me.
I'll see you next time.
Bye for now.
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business, and
life in between.
Welcome to My Weekly Marketing.
Once upon a time, the marketingfunnel made perfect sense.
(00:31):
People saw your ad, clickedyour link, joined your list, and
eventually bought your thing.
But fast forward to now, thatnice tidy funnel looks more like
a tangled web of touch points,algorithms, and AI, doesn't it?
I mean, really nothing inmarketing is that simple
anymore.
So in today's episode, I wantedto unpack why the funnel is
(00:54):
broken and what to build in itsplace.
This episode might just changethe way you think about
marketing forever.
So when I started in marketing,it was all about the funnel.
If you're not familiar with themarketing funnel, it was
invented back in the 1800s.
Think of a kitchen funnel andvisualize the customer's journey
from the first moment theylearn about a brand at the top
(01:15):
of the funnel with awareness.
And then as they move down tothe interest phase and then to
the desire phase and finally tothe action phase where they
purchase at the bottom of thefunnel.
But here's the problem I hadwith the classic marketing
funnel.
First, it assumes your customermoves in a straight line.
They discover you, they showinterest, they want it, and then
(01:36):
they buy it.
But in reality, that's not howit is.
That's not how humans behave.
The old funnel model doesn'treflect how people buy today.
It's too linear.
Your customer's journey islooping, emotional, and
definitely nonlinear.
Buyers leave, they come back,they're scrolling, comparing,
(01:57):
getting distracted by catvideos, and maybe coming back, I
don't know, three weeks afterthey've seen a competitor's ad.
The second problem I have withthe funnel model is that
business owners assume customerswill fall down the funnel.
So like they put a lot ofenergy into the awareness stage,
and somehow people like whatthey see and they just end up
purchasing.
(02:18):
But I'm sorry to say thatrarely happens, and you've
probably found that out,especially in a noisy world.
We see between four and 10,000ads per day on social media and
TV and magazines and wherever.
If I see something when I'mscrolling on Instagram, but if I
don't open it in a new tab onmy phone, I've forgotten about
(02:39):
it before I'm even offInstagram.
We need to lead customers stepby step to the point of
purchase.
The third issue I have with thefunnel is that it stops with
the sale.
But there is so much more to doafter the sale to ensure that
they come back, that they're ahappy customer and they don't go
on Yelp and trash talk you, andalso serving them and asking
(03:00):
them to refer you to othersbecomes a very powerful force.
When you try to force yourmarketing into that one size
fits all funnel, you end updoing way more stuff instead of
doing what's actually working.
That's why you're overwhelmed.
It's not your fault, it's thesystem.
So I worked in marketing incorporate and agencies for 12 or
(03:22):
more years before I started myfirst business.
So I was no newbie tomarketing.
But even with everything I knewabout marketing, I was still
overwhelmed with the funnel andeverything I had to do with
marketing and how to get newclients in my own business.
It's kind of easier to do itfor somebody else in some ways.
So I really sat and thoughtabout how I buy, and then I
(03:46):
watched how others buy.
And instead of a funnel, Ilanded on something that better
reflected what I saw.
A trail, a winding trail.
In fact, a Trail to the Sale.
So I want you to think of yourmarketing as a trail too.
Every trail has stages or whatI call trail stops, and every
stage requires a different kindof message, different kind of
(04:09):
content, and differentintention.
It's not about shovingcustomers down a funnel.
It's about guiding them forwardstep by step at their own pace.
Here's what that looks like inaction.
First of all, you start withawareness, same as the funnel.
You want to help people seethat you exist.
That can be a lot of differentthings.
Then you move to the considerstage.
(04:31):
They're curious and they wantto learn more.
That might be a free downloador something that allows you to
start emailing them.
Next is compare stage when theylook around and see what other
options there are to solve theirproblems.
And then the evaluate stagewhen sometimes they might take a
chance to make a small purchasefrom you.
That's not always the case, butoftentimes it is.
(04:53):
Then comes the sell stage whenthey're finally ready to buy.
But that's not the end.
The next is supersize when wehave the opportunity to suggest
an upsell or a next sell.
Then after the sale, we want toserve them so well in that
serve stage that they want totell others in the send stage,
where you send them off to buildloyalty and get referrals in
(05:15):
the process.
Each stage builds on the next.
And when you have a clear map,you can stop second guessing
what to do next.
I know what you're gonna say.
Janice, this sounds like morework.
Eight steps, that's even moresteps than a funnel.
I get that.
On the surface, it does soundlike more detail.
But here's the thing (05:33):
when you finally understand what's
happening in your marketing, whoyou're talking to, what they
need, and what comes next, yourplan starts to become more
intentional, more organized, andsimpler in the long run.
The old funnel feels simplebecause it skips the reality of
how people actually buy.
That's why it keeps breaking.
You end up spinning yourwheels, trying tactic after
(05:56):
tactic with no idea what'sreally working.
It's what I call shot in thedark marketing and will always
leave you discouraged and drainyou dry.
It's trying a little of thisand a little of that and really
not understanding the order orreally understanding what the
needs are of your idealcustomer.
The Trail to the Sale gives youclarity.
It makes the journey easierbecause you finally know where
(06:19):
you are and what to do next.
You just need to know which oneyou're on right now.
That's what turns overwhelminto momentum.
Okay, so three steps to get youstarted.
If you've been feeling likeyou're spinning your wheels,
here's what you need to know.
You don't need to rebuild yourentire marketing strategy
overnight.
You just need to take one focusstep in the right direction.
(06:40):
Okay, here we go.
Step one, pick one stage ofyour Trail to the Sale to focus
on this month.
Most business owners try to fixeverything at once.
I'm right there with you.
It's tempting, right?
You just want to makeeverything better.
But you probably want morefollowers, better engagement,
more sales, stronger clientretention all at the same time.
And that's why it feels liketoo much.
(07:01):
But that's just invitingfailure.
Marketing clarity starts with afocus.
Look at the eight stages ofyour Trail to the Sale.
Awareness, consider, compare,evaluate, sell, superside,
serve, and send.
Now ask yourself, where am Ilosing people?
Are you getting enoughvisibility?
That's an awareness issue.
(07:22):
Where can you promote youroffer that your ideal customer
will see it?
There are a lot more optionsthan paid ads.
Think outside the box.
Maybe a flyer on the bulletinboard at the gym or at a coffee
shop.
Maybe meeting somebody at aChamber of Commerce event.
This is very much a choose yourown adventure pathway the whole
way through.
It really depends on your idealcustomer.
(07:45):
Are people aware of you but notopting in?
Then that's a consider problem.
It might be a landing pagethat's not converting or a
freebie offer that's not landingwith them.
Talk to your ideal customeravatar and find out what would
really get their attention.
Maybe it's an event instead ofa free checklist.
With AI around now, we businessowners have to be creative
because it's easier for them tofind answers.
(08:07):
Are they showing interest butchoosing somebody else or
sticking with what they'recurrently doing?
Then that's a compare issue.
Or maybe you're making salesbut not getting repeat business
or referrals.
That's a serve or sendopportunity.
Again, you don't need to fixevery stage at once.
Just choose one.
For this month, focus on theparty of your customer's
(08:28):
journey.
Everything you do, yourcontent, your emails, your
offers should serve that stage.
This kind of focus helps yousimplify your marketing and
makes it way more effective.
Okay, after you've figured outwhat stage of your Trail to the
Sale to focus on, then stepnumber two is to ask yourself,
what does my customer need tofeel or know at this stage?
(08:50):
That question changeseverything.
Because marketing isn't aboutwhat people need to hear, it's
about what they need to feelbefore they take the next step.
Study after study show we buyan emotion and then back up that
purchase decision with logic.
I remember getting my firstcoach bag when I graduated from
college because they look cool,but if anybody would ask me, I
(09:10):
would say I bought it because ofthe quality, which is also
true, but that's secondary.
Okay, so let's say you're inthe awareness stage.
Your customers might not evenknow that they have a problem
yet.
So your job is to help them seeit gently through relatable
stories.
You can post, "I've been theretoo," or educational content
(09:31):
that kind of opens their eyes asto what's really happening.
Understand that they might beaware of their problem, or they
might only be aware of thesymptom of their problem.
If you're a realtor and theirhouse isn't selling, they might
think it's the pricing problem,or they may just think it's
their house.
But really it could be thatit's not selling because it's
too cluttered and needs style.
(09:53):
Maybe that's the real problem.
So really take a look at yourideal customer avatar and really
understand what it is that theythink the problem is or the
real problem.
If you're in the compare orevaluate stage, your audience
already knows the problemexists.
They're just not sure if youare the right fit.
So they need to feel trust.
(10:13):
They need to know that youunderstand their world and that
your approach makes sense forthem.
And if you're in the sell orserve stage, your people might
need to feel confident andsupported.
They might be thinking, can Ireally do this or will it work
for me?
That's where testimonials,social proof, and easy wins come
in.
So before you post anything orsend another email, pause and
(10:35):
ask, what specifically did theyneed to know or feel before they
can take the next step?
When you answer that, you'llnever run out of purposeful
content again because everypiece has a job to do.
Okay, now we're on to stepthree.
Track what works and whatdoesn't.
This is where you stop guessingand start growing.
(10:55):
Listen, I geek out on a goodspreadsheet because it organizes
chaos.
But tracking at the earlystages doesn't have to mean
spreadsheets or analyticsdashboards, unless you love that
stuff too.
It just means paying attention.
Here's what to watch for.
Are you getting more replies orDMs?
Are more people clicking linksor downloading your freebie?
(11:16):
Did you get one or two clientswho mentioned they found you on
a recent post or podcastepisode?
These are all signs that yourmessage is resonating, that your
Trail to the Sale is working.
And when something doesn't gettraction, don't see it as
failure.
See it as data.
Let me tell you, I've beendiscouraged so many times, I
have shed a lot of tears on whatI was sure would work, but
(11:39):
didn't.
It feels personal, but it'snot.
Let me say that again for thepeople in the back.
If it doesn't work, it's notpersonal.
You just learned what does notconnect with your ideal
customer, which means thatyou're one step closer to
knowing what does.
As my mentor says, either youget the results you want or the
lesson you need.
(12:00):
The goal isn't perfection, it'sprogress.
Small, simple adjustments doneconsistently will create more
momentum than another round ofstarting over.
Because remember, strategyisn't about doing more, it's
about doing what moves theneedle and repeating what works.
And when you do this, yourmarketing stops being chaos and
starts feeling like momentum andfeels so much more manageable.
(12:24):
So, whew, if your funnel feelsbroken, you just need a roadmap.
You've got this.
Marketing does not have to feellike a guessing game.
It can be clear.
So download, if you want, myfree marketing strategy playbook
to see how each stage of thetrail fits together and you can
track your own Trail to theSale.
You'll find the link in theshow notes for today.
(12:46):
So for more information aboutthat link or anything else I
talked about in the podcasttoday, visit
myweeklymarketing.com forwardslash one thirty four.
Thanks so much for joining me.
I'll see you next time.
Bye for now.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.