Most small-town businesses market like everyone’s ready to buy.
But here’s the truth: some folks don’t even realize they have a problem yet. Some are still figuring out their options. And a few are standing there with money in hand—but they’re waiting for the right nudge.
I learned this the hard way when I kept wondering why my perfectly crafted “buy now” messages were crickets, while my neighbor’s casual story about fixing a leaky roof had people lined up at his door by Tuesday.
The difference? He understood something most of us miss: where people are in their journey matters more than how loud we shout.
When you’re building a business meant to last generations, you can’t afford to only talk to people who are ready to buy today. You need to nurture relationships with people who will become your customers six months from now, your advocates next year, and the ones who’ll recommend you to their kids someday.
Understanding these five stages isn’t just marketing theory—it’s relationship building that pays dividends for decades.
Stage 1: Unaware (The Sleepers)
Their mindset: “Everything’s fine. Why would I need help with that?”
These folks are living their lives, running their businesses, completely unaware that there’s a better way. They’re not your customers today, but they could be your biggest advocates tomorrow—if you plant the right seeds now.
What they need: Gentle awakening, not aggressive selling. Stories that make them pause and think, “Huh, I never looked at it that way.”
How to reach them (my way):
- “Ever notice how the busiest business owners are often the most stressed about money?”
- “What nobody tells you about running a family business in a small town…”
- “The one thing I wish I’d known before my first year in business…”
Why this matters for generational wealth: These relationships take time to develop, but they’re often the most loyal. When someone discovers a problem through your education, they remember who opened their eyes.
Stage 2: Problem-Aware (The Searchers)
Their mindset: “Something’s not working, but I don’t know what to do about it.”
They know they’re stuck, frustrated, or spinning their wheels. They’re starting to look around, but they don’t know what solutions exist. They’re googling at 2 AM and asking vague questions in Facebook groups.
What they need: Empathy first, then direction. They need to know they’re not alone and that there’s a path forward.
How to reach them (my way):
- “If you’re working harder but not seeing more profit, you’re not broken—you’re just missing one piece”
- “Three signs your business strategy is stuck in survival mode (and what to do about it)”
- “Why most small-town businesses plateau at the same revenue level (and how to break through)”
Why this matters for generational wealth: These people are motivated to change. When you help them identify their real problem, you become their trusted guide through the solution process.
Stage 3: Solution-Aware (The Shoppers)
Their mindset: “I know I need help with marketing/strategy/growth, but who’s the right fit?”
Now they’re actively researching. They’re comparing options, reading websites, maybe even talking to other business owners. They know what category of solution they need—they just don’t know who to trust with it.
What they need: Clarity about your unique approach and proof that you understand their specific situation.
How to reach them (my way):
- “Why I only work with businesses that want to build generational wealth (not just quick wins)”
- “The difference between marketing that gets attention and marketing that builds legacy”
- “How Vision2Excel helps small-town businesses grow without losing their soul”
Why this matters for generational wealth: This is where your values-based approach becomes your competitive advantage. Price shoppers move on, but values-aligned customers stick around.
Stage 4: Product-Aware (The Considerers)
Their mindset: “I know about you, I’m just not sure if now is the right time.”
They’ve been following you, maybe for months. They like your content, they resonate with your approach, but they haven’t pulled the trigger. They’re not doubting your expertise—they’re managing their own internal resistance.
What they need: Social proof, clear next steps, and permission to move forward at their own pace.
How to reach them (my way):
- “Inside look: How three family businesses transformed their marketing (without losing their authenticity)”
- “Not sure if strategic planning is right for you? Here’s what to consider”
- “What to expect in your first 90 days of working together”
Why this matters for generational wealth: These people are almost ready to become long-term partners in building something meaningful. The extra patience you show here pays off in loyalty and referrals.
Stage 5: Most Aware (The Ready)
Their mindset: “I want to work with you—I just need to know how to get started.”
They trust you, they’re ready to invest, they just need a clear path forward. These are the people who’ve been waiting for you to open the door.
What they need: A gentle invitation, not a hard sell. Clear next steps and reassurance that they’re making the right choice.
How to reach them (my way):
- “Ready to build a marketing strategy that actually fits your life? Let’s talk”
- “Three spots open for Q4 strategy sessions—designed for businesses ready to grow with intention”
- “If you’re tired of marketing that feels fake, here’s how we can change that”
Why this matters for generational wealth: These quick “yes” people often become your best case studies and referral sources, creating a snowball effect for sustainable growth.
The Long Game Strategy
Here’s what most marketing advice gets wrong: they treat each stage like a transaction instead of a relationship. They want to rush people from unaware to ready as fast as possible.
But when you’re building generational wealth, you think differently. You’re not just trying to make this month’s numbers—you’re building a community of people who will support your business for decades.
Some of my best clients followed me for two years before they were ready to work together. Some of my biggest referral sources are people who discovered a problem through my content but solved it themselves—and now they send everyone to me.
This isn’t about being patient because it’s nice. It’s about being strategic because it’s profitable.
Your Content Strategy Shift
Instead of creating content that only speaks to people ready to buy, map out your content across all five stages:
20% Unaware: Educational content that opens eyes 25% Problem-Aware: Empathetic content that validates struggles
25% Solution-Aware: Differentiating content that shows your unique approach 20% Product-Aware: Proof-focused content that builds confidence 10% Most Aware: Invitation-focused content that creates action
This isn’t just marketing—it’s relationship building at scale. And relationships are the foundation of any business worth passing down.
The Generational Wealth Connection
When you understand these stages, you stop chasing every potential customer and start cultivating the right ones. You build a business that doesn’t depend on constantly finding new people because you’ve created a system that naturally moves people from unaware to advocate.
The businesses that last generations aren’t built on aggressive sales tactics or clever marketing tricks. They’re built on deep relationships with people who share their values and vision.
Start thinking of your marketing not as selling, but as stewarding people through a journey. Some will become customers. Some will become advocates. Some will become both.
But all of them will remember how you made them feel along the way.
Your next move: Look at your last five pieces of content. Which stage were you speaking to? If they’re all aimed at the “most aware” crowd, you’re missing 80% of your potential audience.
Time to start nurturing the full journey. Your future self—and your family’s future—will thank you for it.