Are You Pitching to a Cold Audience? Try these 5 Stages of Awareness
So, you have a form on your website linked to an autoresponder which blasts promos and discounts emails all day long, but your sales are still flat, you are going nowhere, and you are ready to throw in the towel?
Who’s doing your copywriting?
If your answer is “I do it myself” I would say you in dire need to read this post and probably more about the psychology of persuasion…
I understand that your product is great, it’s probably the best on the market, and it most probably solves a core problem for your customers, but your prospects are not willing to sign you a blank check.Yet…
And that’s the point…
Going straight for the sale when your prospect has never even heard of you, let alone when they don’t even know they have a problem, and that you have the solution is a complete waste of time, money, and effort.
If that’s the case, you need to realize that you are pitching to a completely cold audience.
Would you buy a $10,000 cancer treatment if you were not aware of what cancer is?
When you turn to a copywriter, before he starts blasting thousands of emails into the ether, he’ll study your products and your potential customers and will go through different stages before tailoring a sales message.
Stages of Awareness
In 1966 a copywriter named Eugene Schwartz made sensation with a book called Breakthrough Advertising. You can find the book on Amazon for $229, or for $398 depending on the release year. But it would take you at least several days to go through its 236 pages, and who knows if you have time for that?
Even if that book was written almost 60 years ago, you would not believe how accurate it is still… So much that it has become one of the pillars of internet marketing…
So, forget about the $229 investment, if you want to be a serious copywriter, go for it and read the book…
But, because time is money, I have made it simple for you and I have I have summarized the entire book in 5 short paragraphs.
So, here are the stages of awareness, as taught by advertising guru Eugene Schwartz:
1. Most Aware:
Your prospect knows your product, and only needs to know “the deal.”
Your prospect knows what you sell, but isn’t sure it’s right for him.
Your prospect knows the result he wants, but not that your product provides it.
Your prospect senses he has a problem but doesn’t know there’s a solution.
5. Completely Unaware:
No knowledge of anything except, perhaps, his own identity or opinion.
Now what you need to do is write an email sequence using these stages of awareness as an example, used in reverse order.
For example, if a prospect is unaware of your brand, their problem, let alone any solution or product, it would be pretty difficult to convert them into a sale by talking about the whizz-bang features of your new widget.
Again, how would you sell ice cream to the esquimos?
The solution is to send them something that highlights how people like them, may have XYZ problem, and invite them to call or seek further information about the problem – and if there’s even a solution (there is, it’s your new widget).
For example, here is an advert written by Eugene Swartz in 1968. What do you think he is selling?
If you read the headline, you don’t see him selling anything at all…
At best, he is advocating for a better diet…
The truth is he is selling a book…
If you read the advert in its entirety, you’ll see that he goes through the entire stages of awareness before talking about his product.
So, think about your current advertising.
What stage of awareness are the people you’re pitching to at and does it match your messages?
Could you do the same as Eugene Swartz?
If you think you can’t and need someone to help with your business message, whether it’s copywriting help, or full-blown marketing management – and everything in between, I’m here to help.