The vast majority of buyers start on the left side of the Buyer's Journey and slowly progress to the right side.
First, they analyze the benefits the product or service their considering for purchase will provide to them (make money, gain pleasure).
Second, they encounter specific objections as to why they shouldn't buy (too expensive, not convenient, too much hassle).
Third, when they finally reach the Now Buyer section, they've decided they will buy the product or service, and now they need to decide WHO to buy it from (chances are there are multiple competitors all vying for the exact same prospects).
Note what 99% of prospects are searching for - INFORMATION!
And yet, 99% of businesses don't offer any form of information at all - just their phone number which attracts NOW buyers only.