The Santa Barbara Web Design and Marketing Blog

Welcome to Day Two: Understanding Where Your Customers Are—Mentally, Emotionally, and Physically—Before They Search

Welcome back to “The 12 Days of What’s Working Now for Businesses Online.” I’m your Santa Barbara Web Guy, and today we’re diving deep into the critical second step for business owners who want to sharpen their online strategy: pinpointing where your customers are before they even realize there’s a solution available.

Yesterday, we focused on defining your ideal client profile—understanding exactly who you help, what problems you solve, and how to craft magnetic messaging that speaks directly to them. Today, we build on that foundation by getting laser-focused on your ideal clients’ mental, emotional, and physical starting point in their journey with your business. This is a stage most businesses rush past or skip entirely, but it forms the bedrock for high-performing online marketing and can give you the edge over your competition.

Let’s dig beneath the surface and explore how you can locate your customers at this crucial stage—before they even recognize their need for your product or service, before they Google solutions, and before the rest of the market even gets a shot at their business.

The Susceptibility & Vulnerability List: Cracking the Code on Pre-Awareness

In marketing circles, this part of the customer journey is often referred to as the “susceptibility/vulnerability list.” These are the moments when your future clients are silently wrestling with their problems, unsure of what’s wrong, or unaware that a specific solution even exists. They might be feeling discomfort, dissatisfaction, stress, fear, or simply nagged by a sense that “something’s off.” They haven’t yet formed a keyword search in their heads. They aren’t seeking out your competitors—yet.

When you understand this pre-awareness phase deeply, you gain three huge advantages:

1. You Cultivate Empathy—You relate to your clients not as sales targets, but as people, meeting them in their confusion and concern.

2. You Can Meet Them Sooner—You reach clients before your competition, positioning your business as a trusted guide when they’re most impressionable.

3. Your Messaging Resounds—You speak in ways that feel personal and relevant, because you’re tuned into their real thoughts and emotions.

But how can you put this into practice?

Step 1. Tune Into Their Mindset: What Are They Feeling, Thinking, and Saying?

Before clients research solutions, they dwell in a specific psychological space. Imagine these internal monologues:

- “It shouldn’t be this hard to manage my business online, but every time I try to update my website, I feel lost.”

- “Why can’t I just get a straight answer on why my computer is running so slow?”

- “I wish someone could just show me the best way to use these new AI automation tools. It all sounds so confusing.”

They might not be saying “I need a web marketing consultant in Santa Barbara” or “Can someone train me in ChatGPT?” yet. Their thoughts are more raw—unfiltered frustration, overwhelmed by options, or even just quiet curiosity.

What you’ll want to do:

- Interview existing clients about what was happening before they sought your services—what thoughts, worries, or pain were most prominent?

- Hang out where your audience gathers online (Facebook groups, LinkedIn, Reddit, etc.) and observe how they describe their struggles in their own words.

- Review support tickets and emails for recurring language—where do people seem stuck, anxious, or unsure?

At the susceptibility/vulnerability stage, empathy is your most vital marketing tool. Mirror their internal dialogue in your own messaging, as if saying, “I see exactly where you’re at, and you’re not alone.”

Step 2. Identify Their “Pre-Search” Behavior: Where Are They Before Typing Into Google?

The classic marketing mistake: only targeting keywords people use when they’re searching for a solution. But at this stage, people aren’t looking for service providers—they’re looking for advice, validation, and understanding.

Ask yourself:

- Are they reading articles on “Why is my website traffic stalled?” instead of “Santa Barbara SEO agency”?

- Are they asking friends on Facebook for recommendations or venting in local community forums?

- Are they subscribing to newsletters about industry changes, but haven’t yet considered hiring an expert to guide them?

Some practical tactics:

- Create social media content or blog posts addressing these initial, solution-agnostic questions.

- Run ads targeting common frustrations or “early warning” symptoms (e.g., “Are you tired of complicated website updates?”).

- Offer non-salesy free resources (like an “Is Your Website Holding You Back?” checklist or “Intro to AI Tools” webinar).

Position yourself as the helpful voice of clarity before they start comparing options.

Step 3. Consider the Emotional Landscape: What’s Their State of Mind?

Humans are emotional creatures, especially when confronted by challenges or uncertainty. At the pre-solution stage, potential clients may be:

- Anxious about wasting money on the wrong service

- Embarrassed by their lack of tech knowledge (“Am I the only one who struggles with this?”)

- Skeptical of easy promises (“How do I know which solution to trust?”)

- Excited but overwhelmed by new possibilities (think: AI tools)

Addressing these emotions in your messaging breaks down barriers. For example:

- Normalize their struggles: “You’re not alone—it’s common to feel lost when updates keep breaking your website.”

- Address skepticism: “Here’s what actually works—no hype, no jargon.”

- Reduce intimidation: “I train business owners from beginner to pro—patience and clear steps every time.”

Step 4. Map the Physical and Digital Spaces Where They Dwell

Where are your clients physically and virtually before they look for solutions?

- Are they local business owners attending Santa Barbara Chamber events or networking breakfasts?

- Are they browsing neighborhood Facebook groups or reading the local Independent?

- Are they consumers who prefer to start their search asking in community Nextdoor groups or at co-working spaces?

When you know where your clients spend their time (online and offline), you can get your messaging in front of them while they’re still in the questioning stage. This means:

- Running hyper-local ads or sponsoring newsletters in your city

- Hosting workshops at local venues

- Partnering with related businesses and cross-promoting content

- Posting in the places where potential clients trust information

Step 5. Craft Messaging That Meets Them “Upstream”

Your messaging at this stage should:

- Validate their current experience (“Confused by the options for building your business online?”)

- Name the problem (even if they can’t quite themselves)

- Offer simple, non-intimidating next steps (free resources, consultations, community support)

- Avoid “hard sell” tactics that feel out of sync with their current needs

Instead, focus on building trust and rapport. You’re not selling a service—you’re extending a helping hand. When potential clients are ready to search for solutions, you’ll be the name they remember as someone who truly “got it.”

Practical Ways to Start Implementing This Today

Let’s get tactical. Here are step-by-step actions you can take right now to tune your business into this critical stage:

1. Audit Your Messaging and Content

Go through your website, social media, ads, and emails. Are you only speaking to people who already know what they need, or do you have resources for the “at a loss” crowd?

- Add empathy-driven, question-based headlines (“Frustrated by your website?”)

- Write blog posts or shoot videos that answer “dumb questions”—the stuff people ask before they even know what they need

- Share stories from clients who “didn’t even know where to start”

2. Engage in Online Listening

Spend time in your niche’s online hangouts, just reading, listening, and mapping out the journey from “something’s wrong” to “now I’m ready for a solution.”

- Copy and paste real phrases people use about their frustrations

- Log recurring themes and emotions in a doc for future campaigns

3. Create “Pre-Solution” Content

Develop guides, checklists, videos, or webinars that address the “symptoms,” not just the solutions.

- “5 Signs Your Website Is Costing You Customers”

- “Confused by ChatGPT? Here’s Where to Start”

- “Not Sure If You Need Marketing Help? Common Signals You Shouldn’t Ignore”

4. Hang Out Where Your Customers Are—Early

Partner with community groups (online and offline), attend local networking events, and contribute expertise to spaces where people start (not finish) their journey.

5. Invite Questions and Stories

Encourage engagement on your channels—ask followers to share what’s been stumping them, the most confusing part of getting online, or their wishes for simpler solutions. Make this a part of your regular content.

Real-World Example: The Process in Action

Let’s say you’re a Santa Barbara-based consultant who helps small businesses build and maintain modern websites. You notice business owners often wait too long—only looking for help after their site goes down, or they get hacked.

Instead of only marketing “Affordable Website Development in Santa Barbara” (which targets people already searching), you start:

- Writing articles like “7 Frustrations Every Small Business Owner Has With Their Website (And What To Do Next)”

- Hosting local “Website Wellness” workshops for non-techie owners, advertised at community centers and via local email lists

- Asking current clients why they waited, and using their language in your ads (“I thought updating my website would be a disaster. I kept putting it off until...”)

- Creating free resources: “Website Survival Kit for Do-It-Yourselfers (Even if You’re Not a Techie)”

You’ll attract people who never thought about hiring a professional until your empathetic, non-intimidating approach made it feel safe and possible.

Pulling It All Together: The Power of Upstream Marketing

By aligning your online strategy with where clients are mentally, physically, and emotionally—before they search—you set your business apart and transform your marketing results.

Remember, it’s not about having the flashiest website or the lowest prices. It’s about being the business that understands, validates, and supports clients from the very start—even when their doubts and questions are jumbled and raw. It’s about being there upstream, when people are forming their first impressions of what’s possible.

If you only show up at the end of their search, you’re just another option. But if you show up first, with compassion and expertise, you’re the option.

Your Action Steps for Today

- Audit your own susceptibility/vulnerability messaging

- Start listening in your ideal clients’ digital/physical hangouts

- Create at least one “pre-solution” resource or social post this week, using their language and addressing their emotional state

If you have questions about how to implement these strategies or you’re unsure where your clients “hang out” before they’re ready to buy, leave a comment or reach out—I’m here to help you navigate the journey from confusion to clarity, for you and your future clients.

Stay tuned for Day Three in our series, and thanks for tuning in.