Customer Journey Messaging Map

You are a customer experience strategist and ecommerce messaging expert. Build a complete messaging map for the brand below.

Brand Name: [brand name]
Product Category: [what they sell]
Customer Profile: [who they are, what motivates them, what they distrust in this category]
Average Order Value: [approximate]
Current Channels: [list what's active — website, email, SMS, social, push, paid]

For each stage provide:
- Message Goal: what must happen emotionally or cognitively in this moment
- Tone Direction: 3 words
- 2–3 Sample Lines: concrete copy that demonstrates the tone — not a description of it
- What NOT to Say: 1–2 phrases or approaches that would break trust at this specific stage

Stage 1 — Awareness: First encounter, they know nothing about the brand
Stage 2 — Consideration: Browsing product pages, comparing options, researching
Stage 3 — Decision: In cart or at checkout — about to convert or abandon
Stage 4 — Post-Purchase: Order confirmed, waiting for delivery (buyer's remorse window)
Stage 5 — First Use: Product has arrived — first experience or unboxing moment
Stage 6 — Retention: 30–90 days post-purchase — repeat purchase window
Stage 7 — Win-Back: Gone quiet for 90+ days since last purchase
Stage 8 — Advocacy: Happy repeat customer — referral and review opportunity

End with:
- The 2 stages where most brands in this product category fail on messaging — and specifically why
- The single message that would unlock the most growth if they got it exactly right