Key Takeaways:
Find out what a discoverer in the consideration phase wants and needs.
Learn five types of content that will resonate with these shoppers and position your business as the guide they’ve been searching for.
When buyers first realize they have a problem, they don’t immediately jump into comparing products or services. They enter a period of discovery: trying to define exactly what the problem is, how serious it might be, and whether now is the right time to address it. This is where discoverers live. They’re problem-aware but still learning.
For retailers, this stage offers a valuable opportunity. Discoverers aren’t ready for a sales pitch. They need someone to help them sort through uncertainty, define their problem, and build confidence that solutions exist.
“Discoverers aren’t ready for a sales pitch. They need someone to help them sort through uncertainty, define their problem, and build confidence that solutions exist.”
– Technology Therapy® Group
Searching for a Guide:
Because They’re Still Defining What’s Wrong
Picture a few potential customers. A shopper opens her jewelry box and notices a loose prong on her diamond ring. She’s concerned, but unsure if it’s urgent. She searches online for advice, typing in, “When should you repair loose prongs on a ring?” — not yet searching for “jewelry repair near me.” Or consider someone examining a favorite handbag they’ve owned for years. The stitching is starting to pull, but they’re not sure if it’s worth restoring or replacing. A quick search for “when to repair designer handbags” leads them down the path of gathering more information.
Both of these shoppers are aware something isn’t quite right, but they’re still trying to name the problem and evaluate how serious it might be. They aren’t thinking about who can fix it yet. Instead, they’re still deciding if they should do something at all. That’s where a guide comes in (you!). And the type of content that you put out should help orient and educate them.
“Educational blog posts that focus on pain points play a key role in helping discovery shoppers. These types of posts give readers the language to better describe their situation, while also validating that their concerns are legitimate.”
– Technology Therapy® Group
5 Types of Content That Give Them Clarity
Not sure where to begin with creating content that resonates with discoverers and gives them more clarity on what service or product they need? Here are five types to start implementing into your content plan:
1. Pain Point Blogs
Educational blog posts play a key role in helping discovery shoppers articulate what’s going on. A jewelry store might publish an article like “Why Your Jewelry May Be More Fragile Than You Think,” walking readers through the common reasons rings, necklaces, and bracelets are prone to damage over time. A boutique specializing in leather goods might offer a blog such as “How to Know When Restoration is Worth It for Leather Accessories,” helping customers evaluate signs of wear and when it’s better to restore rather than replace. These types of posts give readers the language to better describe their situation, while also validating that their concerns are legitimate.
2. Real-World Case Studies
Beyond education, real-world examples help normalize the problem and offer reassurance. A jeweler might share the story of a client who repaired a prong just in time to prevent a lost diamond. A boutique might feature a customer who successfully restored a cherished handbag rather than replacing it. These stories serve as quiet proof that solutions exist and that others have faced similar decisions.
3. Webinars and Educational Events
For some discoverers, interactive learning feels less intimidating than direct sales conversations. A jewelry store might host a session called “How to Care for Your Heirloom Jewelry Before Problems Start,” while a boutique could offer a seasonal event on “How to Extend the Life of Your Favorite Accessories.” These events invite potential customers to engage with your expertise in a low-pressure, educational setting.
4. Self-Assessments & Quizzes
Sometimes, discovery shoppers benefit from evaluating their situation on their own. Self-assessment tools like a “Jewelry Care Checklist” can help shoppers assess the condition of their pieces and determine whether professional maintenance might be needed. A retailer offering restoration services might create a simple quiz, “Is Your Leather Ready for Restoration?” that helps potential customers reflect on the state of their items and what steps to consider next.
5. Benchmarks & Data Build Credibility
Discoverers often appreciate a little outside perspective to confirm their instincts. Sharing relevant industry data can reinforce the importance of early action. “Letting readers know that custom design jewelry is often more affordable than they expect – or that most restoration projects cost less when addressed early – can gently encourage them to take the next step, while still allowing them to feel in control of the timing.
Lead with a Whisper, Not a Pitch
Discoverers are still in learning mode, so it’s best to offer gentle next steps that allow them to stay engaged without feeling rushed. So, avoid hard pushes and heavy-handed CTAs. A downloadable guide, like “The Jewelry Owner’s Guide to Preventative Care,” offers additional education. Self-assessments such as “Is Your Favorite Handbag Due for Restoration?” can prompt reflection without pressure. Webinars like “Join Our Seasonal Jewelry Care Q&A” create opportunities for deeper connection while keeping the tone educational rather than promotional.
Be the Brand That Helps, Not Pushes
Don’t prioritize closing the sale at this stage. Instead, aim to help discoverers feel smarter, more informed, and better equipped to make decisions. When they’re ready to move into solution mode and start comparing providers, they’ll naturally gravitate toward the business that helped them feel confident from the beginning.
Start Reaching Discovery Shoppers
Want to connect more deeply with discoverers? Let the TTG pros help you fine-tune your content strategy.
