We previously talked about the power of focusing on one reader, idea, offer and action... and now we delve into where the customer or consumer is at, why it matters and how best to meet them there and guide them in the direction you'd like.
Any buyer has a journey they go on and a particular stage where they are currently in relation to purchasing your product or service. They may be clueless to their predicament all the way to knowing exactly what needs to be done and how you may be able to help.
The 5 Stages of Awareness
Put simply, there are 5 main stages in the buyer's journey and their current state of awareness. That being:
Unaware
They don't know they even have a problem that needs solving.
Problem Unaware
They know they have an issue that needs addressing but don't know the solution/s.
Solution Unaware
They know of solutions, but don't know that your prticular product/service can provide it.
Product Aware
They do know about your product but not convinced they want to buy it.
Most Aware
Knows your product, knows what it does and knows they (probably) want it.
Now depending on where they are affects how you tailor your message, as it's clearly not a one size fits all approach. Someone at one end of the spectrum needs to know that they even need an issue addressed (let alone your particular offering)... and at the other end they know all that but need a final push.
To summarise for each step:
Unaware
You can only appeal to the identity of the reader, and generally speaking may never actually write to these kind of 'prospects'.
Problem Aware
Show your reader that you understand their problem and claim that you have a (the) solution.
Solution Aware
Show your reader that you understand the solution they're aware of, and prove your product achieves it or is better.
Product Aware
Reiterate your offer and what makes you stand out, and prove why your particular product is the best choice for the reader.
Most Aware
Overcome that final objection or show them an offer they'll find hard to refuse. That final nudge to taking the leap.
As mentioned in the previous article, The Stages of Awareness (and your own awareness of them and tapping into them) along with The Rule of One/RIOA are 2 central pillars of effective copy and marketing messages.
Of course, there's a whole lot more to is, but just undertsanding a couple of these fundamentals will make you a more effective writer (not just when trying to sell something... although you're always trying to sell an idea or entertainment so it can apply to most things) and sharing your messages or talents with the world.
This is just a birds eye view of the concept and we can dive a bit deeper in future articles, market sophistication and all that great stuff!
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