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Always identify which stage of awareness your prospects are in before writing any type of copy.
Create variations of your messaging to hit multiple stages of their awareness.

One Critical question you should always ask before composing an email, ad, landing page or a sales copy:

“What do my prospects know?”

  1. About my program or product
  2. About the problem I solve.
  3. About their level of need to solve it.

5 Levels of Awareness:

  1. Most Aware: “Sup fam!” ?
  2. Program/Product Aware: “I know you!” ?
  3. Solution Aware: “I’ve heard of it” ?
  4. Problem Aware: “This situation sucks!” ?
  5. Unaware: “My life is good!” ? 

Identify which stage your prospects are in.

Composing effective copy gets way easier.

Perhaps, you would need different type of copy so you could directly speak to their level of awareness.

Stage #1: Most Awareness ? 

Who Is It: People who already know and want your program/product

What Your Copy Should Do:

  1. Remind them of your product
  2. Review and display price
  3. Highlight features and benefits

Don’t overcomplicate things for your Most Aware prospects. 

  • Give them the offer, hit the key benefits, and get out of the way.
  • I would expect this kind of ad to be targeted at people who have already visited the product’s sales or pricing page.

Stage #2: Product Awareness ?

Who Is It: People who know your program/product but aren’t sure yet if it’s right for them

What Your Copy Should Do:

  1. Remind them of product
  2. Remind them of price
  3. Mention specific applications
  • Like the “Most Aware” ad, but notice the second underlined section reminds prospects who the product is for and its specific applications.
  • The paragraph above that also spends a little time handling common objections (“no technical or design skills needed”).

Stage #3: Solution Awareness ?

Who Is It: People who know the results they want but aren’t aware that your program/product gets them those results.

What Your Copy Should Do:

  1. Address the need
  2. Present product as solution
  3. Leave out price
  • The first two ads led with price/offer. 
  • The 3rd stage of awareness is where you start to see an earlier emphasis on the need since prospects 
  • are not as familiar with your product.
  • Meet prospects where they are. 
  • Call out the need and then show why your product is the best way to address it.

Stage #4: Problem Awareness ?

Who Is It: People who know they have a problem but aren’t aware that any product exists to solve it

What Your Copy Should Do:

  1. Focus on problem
  2. Build desire to resolve it
  3. Offer a solution
  • Any sales rep who sees this ad is likely to have some level of interest in Drift’s product—eventually.
  • But if they don’t know about it yet, it is easier to get their attention by focusing on something they DO know about—
  • that monthly sales quota they’re struggling to hit.
  • This ad picks at a nagging problem and then offers a clear solution. 
  • The perfect formula for “Problem Aware” people.

Stage #5: Unaware ?

Who Is It: People who are totally unaware of the problem and have no existing desire to fix it

What Your Copy Should Do:

  1. Address problem/need
  2. Present product
  3. Present compelling offer
  • It’s tough to find true “Unaware” ads in the wild, but this one comes close.
  • Notice how it starts with a question that TONS of people could have: What’s it really like to be a freelance writer?
  • He channels the answer to that question into the kinds of benefits and desires many people have, regardless whether they have a specific problem or not.
  • More money, more freedom, a better living that won’t require an advanced degree.
  • Then he caps it off with a low-cost offer that’s more likely to appeal to unfamiliar prospects than whatever his more expensive flagship product is.

-Tommy A.

COO Bottom Line Strategy

Small Business Strategist

[email protected]

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1. Optimize them for mobile versus desktop.

2. Avoid clutter.

3. Add branding.

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