On the other hand, you’re probably also aware that if you spend all of your time relentlessly selling. You’ll alienate a good portion of your prospective audience. The tricky problem for content marketers is that various readers are at different awareness levels. Depending on how long they’ve been reading and how much exposure you’ve provided to your offer. And the way you approach your offer will change, depending on which stage your prospect happens to be in. Eugene Schwartz tackled this issue in his classic book Breakthrough Advertising back in 1966. Schwartz broke down prospect awareness into five distinct phases.
The Five Stages of Reader Awareness
The Most Aware: Your prospect knows your product, and only needs to know the deal. Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him. Solution-Aware: Your prospect knows the result he wants, but not that your product provides it. Problem-Aware: Your prospect Country Email List senses he has a problem. But doesn’t know there’s a solution. Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion. As usual, we often find that the “new” challenges we face in digital marketing. Such as how to sell on a blog, have already been thought through decades before. Bright people like Schwartz and David Ogilvy needed to approach their copywriting strategies in similar ways. Let’s take a look at how the five stages of awareness can help you craft content that works for your marketing goals.
Value First When Selling on a Blog
This means, when blogging, we don’t dive into directly selling to every audience member who engages with our content. Instead, we use a variety of strategies — both direct and indirect. To make a case for the offer when the time is right. The Most Aware are long-time readers who aren’t customers or clients yet. These are the ones you can speak most directly with, but you’ll need to make sure that those direct messages are not hurting. Your chances Banco Mail with those at different awareness levels. Strategies Take these readers “off road” for periodic offer-specific messages designed especially for them. Such as a high-value sales funnel. You can also do occasional offer announcement posts in between regular content, or tack on a P.S. to a relevant article.