CATT – Marketing Funnel Explained – Content, Attention, Trust, Transact

Let’s say, you have a product to sell.

You plan to get customers through Google  Ads.

You identified your target audience and created an ads campaign successfully.

You hit the launch button.

Ads are performing well and people visit your website.

What happens if you take your prospects who clicked on your ad to a sales page directly?

It’s like asking a girl for a date at the first sight. The answer will almost always be no.


She does not know who you are. In other words, she does not have developed any trust in you.

The same applies to the ads. The prospect will bounce without even becoming your lead.

Which mean, you should first drive the attention of the customer by taking them to your content page (aka) features page.

Once they get to know all the features they get to solve their need or a problem, by using lead magnets (free e-book, free trial, etc), you can make them give their contact information, in marketing term, they will become your lead.

Once they become your lead, you add them to your funnel and start providing them values by providing useful information through whatever channel is applicable for you (Ex: Email, WhatsApp, etc).

This way, they will start to trust you (People trust people; not company).

Then, at the right time (when they reach a certain point in your funnel), you introduce your product along with pricing to your lead.

Then the transaction part. They will buy (or at least consider) your product as they trust you and they know you will provide value for the money they pay.

If we put everything in order, we get the CATT model.

– Content
– Attention
– Trust
– Transaction

If you follow this formula of offering great content to drive customer’s attention which in turn builds trust, you can sell any product whether it is B2B or B2C.

So, Marketing does not sell. It creates trust. Trust then in turn sell your products.

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