Understand the Pyramid of Interest and its level of importance for consumers!

When you think about selling a product or service to people, what strategies do you have in mind? We ask this question because, depending on the person and their relationship with your brand, many strategies may not work. And that is why the interest pyramid will be the main topic today.

This is because, to sell well, you need to know exactly:

– Who are you talking to;
– What is the person’s interest at that moment;
– What tone to use in communication.

Guiding you through this new material, we will see together how to use the interest pyramid, its biggest advantages and how to strengthen your sales. Check it out below!

Where did the pyramid of interest come from?

In short, the interest pyramid comes from Chet Holmes's Pyramid of Interest study. In this marketing study, you rate how many people are genuinely interested in buying now, who are willing to listen to what you have to say, and who are not open to business.

This way, you can tax those who will actually make a profit and invest your sales resources in consumers who will bring you a real return. But do you know how to use this study in your daily life?

An example that uses the interest pyramid to align the right people and ads is META networks. This is because, through algorithms, the platform can measure your interest in a certain subject by the number of likes and views on posts. Therefore, if a person consumes a lot of content about art, and you are a store that seeks artists and people interested in selling paints, canvases and brushes, META ADS segments this person's profile to see your ads. This way, you have an easier path to attract, convert and sell!

Pyramid of Interest – Layer by Layer

This study of Chet Holmes' Pyramid is only considered a pyramid because at the top is the percentage of those who want to buy. And the closer to the base, the lower the interest in buying. However, the percentage of those who have no interest is always higher than those who are fully interested in buying.

Remember the sales funnel, where it gets more and more narrow, until it reaches the leads that are totally looking for your services/products? It's basically the same concept, but upside down.

The first layer, which represents hot leads, will total 3% of the total number of people you segmented in your studies and planning. With this layer, communication and marketing actions must be entirely commercial.

In the layer below, we have people who are likely to understand and analyze your proposals for future purchases. Here, we have 7% of the total volume identified in their searches.

Finally, at the base of the interest pyramid, we have 90% of people. However, no one here is interested in buying at the moment.

And how do these numbers make me sell better?

As part of the planning, these numbers will show a more assertive amount of who is in each phase of the purchase day. In other words, the sales advantages begin when you understand how to communicate and how much to invest in each of these levels.

Therefore, if the number of people who are not interested or willing to listen is much higher than those who want to buy, investing in conversion actions will increase the number of leads.

This study in planning optimizes investments in campaigns and allows for more appropriate distribution to sell well and convert more.

But why invest outside of the 3%?

It is possible that, after reading this far, you have thought: isn't it better to invest only in the 3% and use your resources only in those that will give a financial return?

However, there is a very important issue that makes this action your WORST INVESTMENT: everyone wants to bet on the 3%. In other words, your competition at this level of the interest pyramid is much more competitive than at other levels.

With this obstacle in the way, those who invest only in the 3% end up putting all their resources into a niche that also does not yield a return. Especially if the competition invests even more resources.

The good thing about directing part of your budget to advertising for people in other stages of interest is that it “prepares” you to cultivate a relationship between these consumers and your brand. This way, when they become interested buyers, they will already know your brand and know that your products/services are trustworthy.

Finally, now that you know more about the interest pyramid and how to apply its data to your company's sales, how about checking out more materials on Beatz Blog? Stay updated with us on our social media e contact to have professional support in your company's communication!

See you soon.