When you can clearly identify the stages of awareness your prospects are at, you can increase your chances of making a great first impression.
If you bomb out the gate, by having a message that does not match where your prospects are at, then there’s no chance to continue a conversation and build a relationship.
If you got past the first impression with flying colours, you now have a chance to build a relationship.
But, you need to understand that there are many different levels of awareness you may not be aware of.
5 Stages Of Awareness
Stage 1: Brand new market (you’re the first and people are unaware you exist)
Stage 2: New market (the products or services are known, but by no means saturated)
Stage 3: Market has heard all the claims (people are aware of the different solutions offered)
Stage 4: From promises to mechanism (people are product aware)
Stage 5: Reviving a dead product by attacking a different pain altogether (people are aware of the specific deals offered in the market which means means you need a high level of sophistication to break through and make sales by using unique angles, claims and offers)
Attention Is Everything
For anyone to see your marketing message, you have to win their attention, which is getting harder in today’s very distracted world.
Attention is the most expensive thing you will ever have to buy when it comes to marketing,
How you get that attention will depend on the stage of awareness your ideal prospects are at.
If they’re at stage 1, they are not even aware that they have a problem.
If you want to get their attention, then (depending on your price point and length of your buying cycle), you won’t be shoving an offer down their throat – that is going to repel most people.
You’ve invited the right people to your party, they come over and your open the door, greet them nicely, and start building the relationship – but you gotta be cool and likeable.
Depending on the price point and complexity of what you are offering, you generally need to educate people about why they have a problem and why they need to do something about it.
You may get lucky trying to sell to someone right away, but statistics show that only about 1 to 3% of your market are ready to buy right now…and 30% will never be interested, so there’s another +67% you want to nurture.
So what do you put in place to nurture the 67% before they disappear for good?
This comes down to strategy and being clear on your goals.
The goal of marketing is to move people from Step 1 (unaware) through to Step 5 (buyers who are deal aware) as fast as you can by condensing the sales cycle.
Great Marketing Significantly
Reduces The Reliance On Sales
If you get the marketing right, you will make the sales process much easier, or even superfluous.
The aim of the nurturing process is to try and build a ‘fence’ around your prospects (like a sheep herder who protects his flock).
You gotta feed them some value which could high value information through video, blog posts, ads, articles etc.
The level of education depends on which stage they are at, and how complex your product or service is.
For example, if you were a financial services company offering an investment product to compete with current market offerings, there are many different target profiles that you need to get in front of.
You’ve got first time investors who are currently looking for the best place to invest their money through to people who are already invested
People that are already invested may not give much thought about changing investment vehicles for low risk profile investments.
But if you clearly offered a much higher return or more liquidity, you could get some attention from investors.
Your marketing message needs to show them that they actually have a problem that they weren’t aware of.
Now they may start thinking about potentially moving their investments since they feel they are missing out and the long term impact can be significant.
Investors in this case would be around the Stage 4 level of awareness, where investing is not a new concept but you may have a variation on the type of investment vehicle that you use.
The investment market has a high level of sophistication due to a large number of competitors offering investment services.
A headline for Stage 4 can be ‘How To X Without X’, so you may say something like, “How To Get Higher Returns Without Taking On More Risk” and keep working around that concept for testing out some headlines to communicate that you have a better vehicle.
Now you have some homework to do. Get clear on the 5 stages of awareness and start creating some messages that match prospects with where they are at, and keep on testing.
If you need help to get clarity and direction with creating your marketing process and strategies, then book in a free 20 minute call.
We can talk about what you want to achieve, then give you some advice about the best approach to take. If we can help further – great – if not – we can point you in the right direction.