A silly mistake that can KILL your Advertisement Campaign

You do understand the importance of customer Avatar.

It’s the first step before you even think…

Launching an offer or writing advertising copy.

Or else you’ll be like an archer who is shooting in the dark.

Ok, I know it was a bad example. But you do get my point.

Right?

Great! So the next thing you should be doing is finding…

What does your customer already know?

Like for instance, about who you are?

What does he know about your product or services?

And the research behind it?

What does he know about himself, his own problems…

…and the other possible solutions available?

And you must be wondering…

Hmm… why does any of this matter?

As a matter of the fact, it matters a lot…

…because it completely changes the way you’ll approach and talk to your customer.

There is a term called” Five Levels of Awareness “ in Breakthrough Advertising”.

1. The Most Aware

Why do we call it” The most aware prospect”?

Because your prospect knows about your product and only needs to know “the deal.”

They know YOU, they LIKE YOU and they TRUST YOU.

Like apple- they do have a hardcore fan following.

Those fans buy anything apple launch.

2. Product-Aware

You might have guessed it.

Your prospect knows what you sell, but isn’t sure it’s right for him.

They are the ones who research a lot before buying.

Like reading reviews and testimonials.

They know what they want but are less confident.

You have to clear their objections…

Or else you’ll scare them away.

3. Solution-Aware

Your prospect knows the result he wants, but not that your product provides it.

A prospect in this category needs a little extra education.

Before he’s ready to compare his options.

When he comes to you, this third-level customer has only an outcome in mind.

To make the sale, you show him that- you’re able to help him reach that outcome.

But, before you can do that, you’ll first need to convince him- that you understand what he wants and needs.

Like how a doctor treats a patient.

4. Problem-Aware

Your prospect senses he has a problem but doesn’t know there’s a solution.

Here you have to first approach their pain point.

You make sure you understand their frustration.

And then sell your offer( which resolves their problem).

5. Completely Unaware

No knowledge of anything.

Of the customers you’ll target, none is tougher to win over than the completely “unaware” prospect.

Not only do they not know who you are…

…they don’t know your product.

They don’t even know products like yours exist.

Nor do they know they have a specific problem worth solving.

So, why bother?

Because it’s here that you’ll find the completely new markets a growing business needs.

This is where you’ll find new places to resell your entire product line.

It’s also where you might get lots of ideas for new products.

So let’s summarize what we’ve learned so far:

If your customer has already bought something from you before and loves your brand, then he’s going to fall on the “most aware customer”.

If he’s never bought or heard of your product, but suspects there’s something out there like what you sell but he doesn’t know about your product specifically, then you might say he’s “solution-aware.”

On the other hand, if he only knows the frustration of the problem he’s trying to solve, he’s better described as “problem-aware.”

If he’s not even that much in tune and carries only general angst that you’ll need to channel, he falls into the category Schwartz labeled “unaware.”

And…

How do you discover where to put your target customer on that “awareness line”?

Simply by drilling down with even more questions and… Research Research Research.

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.#vinishchandran #copywriting #copywritingpractise