A fundamental of copywriting is to write to the awareness levels of your prospects. But all too often, the awareness level of prospects is often overlooked. … and it’s perhaps the most important aspect of writing a promotion.
So today, it’s about copywriting for the most aware of your prospects so you can meet them where they are with your copy and offer.
I’ve written about imagining a 1 to 7 scale where a 1 represents that your prospect is completely unaware of any aspect of your product or service, so indirect headlines and leads tend to work best. Conversely, a 7 means your prospect is completely aware where you would use direct headlines and leads. I’ve used information from a class that I teach copywriters for AWAI, along with concepts from a classic direct marketing book, Breaththrough Advertising, by Eugene M. Schwartz. If you missed my last post, read it here for descriptions of Levels 1 to 3.
Levels 5 to 7 are the most aware prospects. Level 4 is where you don’t know whether prospects are aware or not. You should test both direct, and indirect headlines and leads to find out the side of the awareness scale that defines your prospect.
Here you’ve crossed the place from unaware (Levels 1-3) to a gradual increase in awareness where your approach can be more direct. If you’ve observed in your own testing, or what a competitor is doing, that success is happening with direct headlines and leads, then enlarge on what’s working.
- A problem/solution headline or lead will ease you into the awareness side of the scale. This is for prospects who realize they have a problem, and that a solution exists, but they don’t know your product provides the solution.
- Be mindful that your prospect may become confused if competitors are making claims that aren’t consistent with yours. When that happens, they become skeptical.
You’re getting close to that point where your prospects know it all about your product or service. Maybe they’ve bought your product, or a competitor’s product. But there’s still room to introduce something new. Think of it as an opportunity to renew, or restore, a positioning or message.
- Promise something new that hasn’t been promoted previously.
- The believability of prior promises could start to become questioned, but if the desire of your market is still there, find a new way to satisfy it (but don’t repeat past claims).
- Devise a new way to show how your product works.
This level is where your prospects are highly aware of your category of product, and perhaps your brand. They know your product and what it can do for them. They may even be tired of your promises. They’re done with hearing from you and they may not even believe you anymore. So this is where you can use the most direct type of lead.
- Begin with your offer or an invitation.
- Find a new credibility element: testimonial or research.
- Elaborate on something new about your product or service.
- Better: look for a new feature to refresh your promise.
When you align your message with the worldview of your prospective customer using this awareness scale, your stand a much better opportunity to succeed.
Gary Hennerberg’s latest book is “Crack the Customer Mind Code: Seven Pathways from Head to Heart to YES!” is available on Amazon. For a free download with more detail about the seven pathways and other copywriting and consulting tips, go to Hennerberg.com.