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Most customer decisions happen long before a click or conversion. A recent Startup Nation article delves into the “iceberg funnel” concept, which emphasizes the untracked research, reviews and online conversations that shape consumer choices before they even hit your site. Key tip: Listen to how your potential customers talk about their problems online — their language is the blueprint for your messaging.
By Rebecca Meiser
Contributor, Commerce + Communities Today and Small Business Center
ICSC champions small and emerging businesses in getting from business plan to brick-and-mortar.
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