FFR042 - How To Capitalize On Your Prospects State Of Awareness
Today I want to talk about something that is often forgotten when putting together an advertising promotion, and that is what Eugene Schwartz called the “prospects state of awareness” for the product you are trying to sell. ...
Today I want to talk about something that is often forgotten when putting together an advertising promotion, and that is what Eugene Schwartz called the “prospects state of awareness” for the product you are trying to sell.
You see, the average prospects state of awareness about your products determines how you should approach the ad... so it piques their interest... and gets them to either read or watch your sales message.
According to Schwartz, the first two things you need to become clear of before writing your sales letter are:
The mass desire that makes up your market (eg to lost weight)
The one performance in your product that satisfies that desire most deeply (eg a liquid meal in a glass)
Both of these things combine to form the core concept, or theme of your ad.
The next thing you need to clear on is how aware you prospect is about the solution you are providing, such as:
How often are they thinking about desire
Are they aware that only a problem of need exists, but not a solution
And if they are aware of a solution, do they already know that you provide that solution, including the name of the product
Here are the five levels of awareness of your market for your product:
The Most Aware... the customer knows of your product, knows what it does, and knows they want it. Example... Coca Cola. All you need to do is state the name of the product and the price.
The customer knows of your product but doesn’t yet want it. Example... Whitening toothpaste. For this you display the name of the product and point out it’s superiority.
The prospect either knows, or recognizes immediately, that he wants what the product does; but he doesn’t yet know that there is a product - your product - that will do it for him. Example... regrow hair easily. For this you name the desire or solution, prove the solution can be accomplished and is contained in your product.
The prospect has - not a desire - but a need. He recognizes the need immediately. But he doesn’t yet realize the connection between the fulfilment of that need and your product. Example... healthy meal delivery for busy professionals. For this it’s a problem solving ad, and you start by naming the need or solution, and then get the prospect to realize how badly they need it.
This is the most difficult... the prospect is either not aware of his desire or his need - or he won’t honestly admit it to himself without being led into it by your ad - or the need is so general that it resists being summed up in a single headline - or its a secret that just can’t be verbalized. Example... products that reduce EMF radiation. The average person is 100 miles away from accepting the product and you need to bridge the gap somehow.