We all get so excited about putting our products and offers to market, but our tendency is throw our offer out there, list all the fancy stuff about it, and then ask for the sale.
And for some weird reason, people are scrolling on instead of leaving us their credit card digits. What gives?
Four words: Too much, too soon.
So let’s pull it back, and do some serious thinking about what we’re saying to whom, and when.
It’s a slow burn, not a fast flame
It’s about respecting the customer. It’s about making them feel like people, rather than opportunities for you to make money. Clearly, we are all here to sell and make money – but let’s bring back the humanity, shall we? Let’s respect the buying process: the psychological journey the buyer has to take to make a purchase and feel really fucking great about it.
YES – finally, my degree in English/Psychology makes sense! And people said that combo wouldn’t get me anywhere …
I digress. Let’s talk about how to categorize buyers so we can make sure we’re giving them the message they need to hear. Your buyers will fall into one of five categories based on their level of awareness:*
- Unaware: They’re not sure or don’t know they have a pain or problem yet (which doesn’t mean they don’t!)
- Problem Aware: They know they have a pain or a problem and don’t know how to solve it
- Solution Aware: They know their pain or problem, and they think they know what kind of solution they need to solve it – but they haven’t found your solution yet.
- Product Aware: They know their pain or problem, they know the solution they want, and they know your solution.
- Most Aware: They know their pain or problem, they know what kind of solution they want, they know about your solution, and they have taken some kind of action with you – joined your newsletter, downloaded a free lead magnet … maybe even purchased something from your already.
- BONUS ** – Most Aware with High Intent: All the good stuff in the Most Aware category, with high intent and motivation to purchase a solution like yours soon; these might be comparison shoppers – and you have to sell on your solution over others.
It’s our job as the copywriter to write one piece of copy for one specific reader: We must decide where our reader is on the Awareness scale, and move them, bit by bit, into those lucrative “most aware” and “most aware with high intent” categories.
The One Rule To Rule Them All: The Rule of One
If you aim to reach everybody, you will reach nobody. If you use the same messaging when speaking to your Problem Aware prospect as you do to your Most Aware prospect, who are you really talking to? Neither of them.
Your Most Aware buyer already knows what you offer and are seriously considering buying – they’re looking for risk-mitigating messaging, like money-back guarantees and social proof. They want to know if there’s a special deal, or discount that will apply.
On the other hand, Your Problem Aware buyer needs a little hand-holding; they need to know you uniquely understand their problem or pain, and that you have the answer to solve it for them. You can throw as many money-back guarantees out there as you want, but if they don’t “get” what you’re offering and how it relates to and helps solve their problem, even that won’t be enough to hold their interest.
The other challenge here is pricing. Especially if you’re selling a higher-ticket product or service. If a potential customer sees the price tag before they’re ready, (before you’ve build trust, identified their pains and problems, and brought them around to believing your solution is the one they’ve been looking for), they’ll scoff at the price. And at that point, you have a lot more work to do to close the deal. It’s much easier to communicate value before you lay out the dollar amount.
Put This Into Play Today
Your daily challenge is to rethink your copy and content strategy with the Five Levels of Awareness in mind. How can you structure your social media posts so you are appealing to the right audience and moving them through the levels of awareness?
Think about your Facebook group – those potential customers are already Product Aware, so are you wasting time constantly highlighting their pain, when what they really need is value-based, authority-building posts, and posts that specifically tackle objections, risk-mitigation and special deals?
Similarly, think of your Facebook ad campaigns. These are usually Problem Aware prospects who are less interested in the details of your product, and more interested in how your product can solve their unique pain or problem.
Are you following up on those warm ad campaign leads with a re-targeting campaign to familiarize them with the solution you want them to invest in? Are you giving them small stepping stones that lead to the destination you ultimately want them to arrive at? Or is your email nurture sequence pushing the sale too hard, too soon?
Let’s recap the Rule of One. One reader at one level of awareness, getting one clear message with one clear call to action appropriate for that level of awareness. The lower the awareness level, the smaller the ask of the CTA.
(oh hey – have a question? You can always send me an email at firstname.lastname@example.org)
* by Eugene Schwartz
* added by Joanna Wiebe, OG conversion copywriter