2.Awareness Pyramid Godson Okorodudu Resources

00:19:58
https://www.youtube.com/watch?v=6tfhMtHML4E

Ringkasan

TLDRSu cumenti a livellu de cunsapividèntzia de su pùblicu in su marketing. Itte est? Su gradu innoi a un clienti est biasciu de su problema chi as bisòngiu de isòrvere. Custa biaschidtà aiùda a cuncordare unu messàgiu chi còntzat e cuntzint a fàghere una azione. Ammentu de cinqui livelli: incunsapivoritu, problema cunsapivoritu, soluzione cunsapivoritu, produttu cunsapivoritu, e totu cunsapivoritu. Amentat a cumpasare cunsapividèntzia cun sofisticatzioni de su mercadu mentre est di importanza a seguitu chi congruèntzia est trà is annùntzi e e tottas is pàginas destinatzioni de ads. Fa cue chi is passus de su mercatu est tùttu fiatu meda isntzia da unu anellu.

Takeaways

  • 📜 I livelli di consapevolezza sono cruciali per adattare i messaggi di marketing.
  • 🎯 Conoscere il pubblico aiuta a creare copy più convincente.
  • 🚦 La consapevolezza guida il viaggio del cliente dall'ignoranza alla decisione.
  • 🔍 Sofisticazione del mercato riguarda la competizione e le soluzioni esistenti.
  • 📈 Migliorare la congruenza tra annunci e landing page aumenta le conversioni.
  • 🧠 Entrare nella mente del prospect è chiave per annunci efficaci.
  • 🔄 I livelli di consapevolezza sono: inconsapevole, problema consapevole, soluzione consapevole, prodotto consapevole, completamente consapevole.
  • 🗝️ Gli esempi aiutano a chiarire come rapportarsi al target ai vari livelli.
  • 💡 Creare messaggi specifici per ogni livello di consapevolezza è essenziale.
  • ⚙️ Il successo di una campagna dipende dalla capacità di persuasione gestita secondo il livello di consapevolezza.

Garis waktu

  • 00:00:00 - 00:05:00

    Riconoscimentu di i livelli di cuscenza hè impurtante per adattà i vostri missaghji à u vostru audience. A cuscenza hà da fà cù u quantu u vostru prospettu sapia di u prublema chì deve risolve ; chì incide direttamente nantu à a vostra capacità di craftà un messagiu convincente. Differisce da a sofisticazione, chì guarda à a cumpetizione in u mercatu è à e soluzioni dispunibili. Quandu cunniscite a cuscenza, pudete scrive copie più forti è avè tassi di cunversione più alti.

  • 00:05:00 - 00:10:00

    Ci sò cinque livelli di cuscenza di u cliente: 1) U clienti immeritu ricunnosce i sintomi ma micca u prublema. 2) U clienti cuscenti di u prublema ricunnosce avè un prublema ma micca e soluzioni. 3) U clienti cuscenti di a soluzione sà chì ci sò suluzioni ma ùn cunnosce micca u vostru pruduttu specificu. 4) U clienti cuscenti di u pruduttu cunnosce u vostru pruduttu ma ùn hà micca decisu di aduprà lu. 5) U clienti pienamente cuscenti sà è capisce cumu u vostru pruduttu pò risolve u so prublema è cunsidereghja di fà una compra.

  • 00:10:00 - 00:19:58

    Fornendo esempi, l'orator spiega chì diverse persone anu diversi livelli di cuscenza. E strategie per l'annunci varienu secondu stu livellu, da introduce u prublema à u cunsiderà di u vostru pruduttu cum'è una soluzione. Hè cruciali di sceglie u nivellu di cuscenza chì vulete targettà per i vostri messaghji, assicurendu chì ci hè congruenza trà l'annunci è e pagine di sbarcu. Messagi curretti aiutanu in elevà a cuscenza è in finali cù vendesi più successu.

Peta Pikiran

Video Tanya Jawab

  • Cos'è un livello di consapevolezza?

    Il livello di consapevolezza indica quanto un potenziale cliente sa riguardo al problema che necessita risolvere.

  • Quali sono i cinque livelli di consapevolezza del cliente?

    I cinque livelli sono: inconsapevole, consapevole del problema, consapevole della soluzione, consapevole del prodotto, e completamente consapevole.

  • Perché è importante conoscere il livello di consapevolezza?

    Conoscere il livello di consapevolezza permette di creare messaggi di marketing su misura, aumentando l'efficacia della pubblicità.

  • Qual è la differenza tra consapevolezza e sofisticazione del mercato?

    La consapevolezza riguarda il livello di comprensione del cliente, mentre la sofisticazione si concentra sulla competizione e sulle soluzioni disponibili nel mercato.

  • Come influenzano i livelli di consapevolezza la creazione di annunci pubblicitari?

    Gli annunci devono essere allineati ai diversi livelli di consapevolezza per essere persuasivi e rilevanti per il target.

  • Quali strategie sono utili per i clienti al primo livello di consapevolezza?

    Per i clienti inconsapevoli, è utile evidenziare i sintomi del problema per portarli alla consapevolezza della sua esistenza.

  • Perché la congruenza è importante tra annunci e pagine di destinazione?

    La congruenza assicura che i messaggi siano coerenti e rilevanti, migliorando l'esperienza del cliente e le conversioni.

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Gulir Otomatis:
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    awareness
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    levels what are these and how do we use
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    them why is it important for you to
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    identify the awareness level of your
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    audience now the awareness level is the
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    degree to which your prospect knows
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    about the problem that they need to
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    solve now the reason why you have to
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    figure out what someone knows is so so
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    that you can give the person a message
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    that is well tailored and convincing
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    enough to get them to take action uh as
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    Robert Kier said he says always enter
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    the conversation already occurring in
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    the prospect's mind that's how to write
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    great ads and come up with powerful copy
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    okay you must enter the conversation
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    that's in the prospect's mind now
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    um when you do this your copy will be
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    stronger that's your advertising copy
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    you would also understand how to put up
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    congruent
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    advertising right and the final thing is
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    that you will enjoy higher conversion
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    rates now I'll explain all this as we
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    progress through the lesson but first I
  • 00:01:21
    want to differentiate between awareness
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    and sophistication CU that's something
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    that confuses people a lot
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    now Market sophistication focuses on the
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    competitive landscape and how advanced
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    the available Solutions are within the
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    market so when you talk about
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    sophistication you are looking at
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    competitors you're not just looking at
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    your product and the customer because
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    you don't advertise um to customers in a
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    vacuum right they they competitors they
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    other alternatives are out there so when
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    you talk about Market sophistication
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    you're looking at the market as whole
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    and you're looking at the market as at
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    your campaign as
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    market right competitor and customers so
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    you're considering like the entirety of
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    that
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    situation what kind of products are
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    there what have they heard about the
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    products kind messages have they
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    received you know and things like that
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    now but when you talk about customer
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    awareness you're focusing on the
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    individual's Journey from ignorance to
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    making an inform
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    decision so it's it's something else
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    it's more
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    about the kind of messaging right the
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    objective of learning about the the
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    awareness levels is so you can tailor
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    your marketing messages to match the
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    customers level of awareness that way
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    you can guide them through the buying
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    Journey okay but if you say
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    sophistication you're talking about the
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    strategies that you need to put in place
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    so you can stand out right and you know
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    there are several ways you know to do
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    that you talk about um you know bringing
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    up a new
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    mechanism um coming up with um you know
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    different solutions to try and
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    differentiate yourself USBS you know and
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    things like that right talking about
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    niching down so the kind of things talk
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    about when you talk about um
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    sophistication but now we are dealing on
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    awareness and when you understand
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    awareness you'll be able to write very
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    strong copy that's
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    congruent and you have higher conversion
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    rates as I'm talking to you I'm enjoying
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    very high conversion rates on the
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    campaigns that I run because of this
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    simple understanding it will affect
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    everything from email copies to add
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    copies to content whatever you do as
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    long as you understand the awareness
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    level you'll be a stronger and more
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    persuasive person in the marketplace so
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    let's get started with talking about the
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    awareness in in full so just like the
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    sophistication levels we have five
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    levels of customer
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    awareness like I said awareness is the
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    degree to which your prospect knows
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    about the
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    problem right that they need to
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    solve is the degree so someone can be
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    unaware they can be problem aware
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    solution aware product aware or fully
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    aware aware so those are the five levels
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    of awareness so let's begin with the
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    first one now these are people that are
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    on aware the first level now they
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    usually don't know the problem
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    exists if the kind of customers in this
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    level don't know the problem exists they
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    they're familiar with the
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    symptoms but they don't recognize the
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    problem for what it is okay so just like
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    um someone said they are not aware of
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    their desire or their need to solve the
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    problem right or they just won't admit
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    it without your ad leading them to make
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    that decision okay I'm
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    paraphrasing schw there all right so
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    they are not aware of their desire you
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    know or the need for the solution for
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    that particular solution but they kind
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    of familiar with the symptoms okay and
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    that is what the unaware Market looks
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    like the unaware Prospect looks like
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    okay so the next level of awareness is
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    the problem aware group now in this
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    level the customer recognizes that they
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    have a problem or that they or they have
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    a need but they unaware of the available
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    Solutions so the prospect has not just a
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    desire but a need he recognizes the need
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    immediately so I'm I'm also quoting you
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    know s here again right so this Prospect
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    they don't just have a desire they now
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    have a need like I need to solve this
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    business to go away and they recognize
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    it immediately their problem away they
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    know there's a problem and that jumps
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    you know up that jumps off into the next
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    level of awareness which is solution
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    aware this person that's looking for
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    Solutions and so they know about the
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    solutions they are available to their
  • 00:06:28
    problem right but they may not know
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    about your specific product or
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    service s puts it this way says the
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    prospect either knows or recognizes
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    immediately that he wants what the
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    product does but he doesn't yet know
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    that there is a product which is your
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    product that would do it for
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    him and we have the four level we the
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    where the person is product aware right
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    the customer is aware of your product or
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    service but hasn't yet considered it as
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    a solution
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    to their
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    problem here according to S your
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    prospect is completely aware of all your
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    product
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    doors right your prospect sorry isn't
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    completely aware of all your product
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    doors or isn't convinced of how well it
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    does it or hasn't yet been told how much
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    better it does it now so we're talking
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    about people who are product to where
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    they know about a product but they've
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    just not pulled the trigger yet right
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    and then when we say fully aware we're
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    saying that the almost where the
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    customer knows your product or service
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    and they understand how it can solve
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    their
  • 00:07:44
    problem and is considering making a
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    purchase now the customer knows of your
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    product right as he knows what it does
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    and knows he wants it at this point he
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    just hasn't gotten around to buy find it
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    yet now I'm going to give you a couple
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    of examples but I want to explain
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    something um we're going to focus more
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    when you're coming up with copy and
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    angles for your ads with the first three
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    levels of awareness because the copy for
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    the fourth and fifth level you're
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    basically very easy to come up with and
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    they very straight to the point right
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    level five is where you have things like
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    retargeting ads and stuff like that okay
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    but I'm not going to go into all that
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    detail you need to focus on the
  • 00:08:32
    three if you're listening to me right
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    now those are the three levels of
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    awareness that you want to you know be
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    targeting in your in your ads okay so
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    let's look at some examples and then
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    I'll give you some summary points just
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    to round everything up and give you um
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    you know a robust idea of what we are
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    going to be
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    doing so this is the first example so
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    let's assume we're advertising um an app
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    or a program that helps people sleep
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    better now who is someone who is unaware
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    the unaware Prospect is someone who
  • 00:09:09
    feels fatigued but hasn't considered
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    that their fatigue could be due to poor
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    Sleep Quality or sleep apnea right so
  • 00:09:19
    this person constantly feels fatigued
  • 00:09:21
    tired throughout the day but they've not
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    you know kind of tied it to Sleep
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    Quality right now if we're targeting
  • 00:09:30
    this kind of prospect what would we say
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    in our ads we would talk about the
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    symptoms right what they experiencing so
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    that they can Iden and tie it into you
  • 00:09:42
    know poor quality sleep or sleep apnea
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    right now the second level of awareness
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    this person knows that they are not
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    sleeping well and they know they feel
  • 00:09:54
    tired during the day but they are not
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    aware of specific Solutions like sleep
  • 00:09:59
    tracking apps or specialized pillows or
  • 00:10:02
    your program right that's the second
  • 00:10:04
    level now the third level the person
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    understands that they products and
  • 00:10:07
    services like sleep tracking apps and
  • 00:10:09
    all this kind of stuff we talked about
  • 00:10:11
    that can help them improve their sleep
  • 00:10:13
    quality but they don't know about your
  • 00:10:17
    specific Sleep Method
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    yet now the fourth level the person
  • 00:10:23
    knows about your specific sleep tracking
  • 00:10:25
    app or program but hasn't decided to to
  • 00:10:29
    use it just yet now the fifth level the
  • 00:10:31
    person is familiar with your sleep
  • 00:10:34
    tracking app or program or person
  • 00:10:36
    understands the benefits fully and has
  • 00:10:39
    considered whether to purchase it or you
  • 00:10:43
    know to subscribe and it's considering
  • 00:10:44
    rather whether to purchase it or
  • 00:10:46
    subscribe so you can see that for the
  • 00:10:48
    fifth level you're just going to be
  • 00:10:49
    doing some retargeting for the fourth
  • 00:10:51
    level you are going
  • 00:10:53
    to be explaining the benefits more to
  • 00:10:57
    the person right you know also probably
  • 00:10:59
    through retargeting right but explaining
  • 00:11:02
    the benefits you know better to that
  • 00:11:04
    person and you know the thought you're
  • 00:11:06
    going to be introducing your your
  • 00:11:08
    solution and the second you're going to
  • 00:11:11
    be you know also talking about your
  • 00:11:13
    solution as well and the benefits and
  • 00:11:14
    all that the first you're going to have
  • 00:11:16
    to bring that person to the awareness
  • 00:11:18
    that there's a problem here okay so now
  • 00:11:21
    that we've considered this first
  • 00:11:23
    example let's look at a second example
  • 00:11:27
    but the second example and the next one
  • 00:11:29
    I'm not going to go through the all five
  • 00:11:31
    through all five I'm just going to show
  • 00:11:33
    you one two and three cuz like I said
  • 00:11:35
    four and five are the easiest kind of um
  • 00:11:39
    places to play okay cuz these are
  • 00:11:41
    already very aware people well we're
  • 00:11:44
    going to deal more on those who have the
  • 00:11:47
    least level of awareness so let's assume
  • 00:11:49
    you're advertising a meta Arts course
  • 00:11:51
    like this
  • 00:11:52
    one right now the first level of
  • 00:11:56
    awareness is an Advertiser who has
  • 00:11:58
    recently started struggling with getting
  • 00:12:01
    results from ads right this person is
  • 00:12:03
    creating ads it's not working lower
  • 00:12:05
    rowers um the ads are not you know
  • 00:12:09
    reaching the right people and stuff like
  • 00:12:10
    that and person is just not getting
  • 00:12:12
    results right that's the first level
  • 00:12:14
    they are unaware of you know the
  • 00:12:17
    specific problem that's causing the poor
  • 00:12:21
    results now the second level is an
  • 00:12:23
    Advertiser who has determined that their
  • 00:12:27
    are poor results are due to ineffective
  • 00:12:29
    ad delivery and lowquality traffic so
  • 00:12:31
    although they suspect that Advantage
  • 00:12:33
    Plus might not be functioning properly
  • 00:12:35
    they are unsure how to address the issue
  • 00:12:38
    so they kind of know the problem that
  • 00:12:41
    you know my ads are not getting to the
  • 00:12:42
    right people or my ads are not bringing
  • 00:12:44
    the right people to my website right and
  • 00:12:48
    the third level those who are solution
  • 00:12:49
    aware is for instance an Advertiser who
  • 00:12:53
    has discovered New Concepts such as you
  • 00:12:56
    know creative targeting feedback loops
  • 00:12:58
    and you know laser targeting hacks but
  • 00:13:01
    has not taken any courses to learn how
  • 00:13:04
    to implement them so these are three
  • 00:13:08
    different people and you will talk to
  • 00:13:11
    these to each of them in three different
  • 00:13:14
    ways what you say to the person who has
  • 00:13:16
    the first level of awareness is
  • 00:13:18
    different from what you say to the
  • 00:13:20
    second person and third person so you
  • 00:13:21
    can see that based on the level of
  • 00:13:23
    awareness that that we are targeting we
  • 00:13:27
    have to structure our ads
  • 00:13:29
    and our message to continue the
  • 00:13:32
    conversation in the mind of that person
  • 00:13:36
    of that audience that we are targeting
  • 00:13:38
    okay let's look at a third example and
  • 00:13:41
    we'll wrap it up now let's assume you're
  • 00:13:43
    advertising a marketing automation
  • 00:13:46
    service
  • 00:13:48
    okay so a marketing automation service
  • 00:13:52
    is the kind of service that helps people
  • 00:13:53
    make more money from existing business
  • 00:13:56
    right so
  • 00:13:59
    a business
  • 00:14:00
    owner who is struggling to meet up with
  • 00:14:03
    the cost of running the business
  • 00:14:04
    struggling with competition slay margins
  • 00:14:07
    and is suffocating is in the first level
  • 00:14:10
    the person's like oh my God he's inated
  • 00:14:13
    with all the bills and you know
  • 00:14:15
    everything is coming at him I never knew
  • 00:14:17
    business could be this tough you know
  • 00:14:19
    that person is in the first level of
  • 00:14:24
    awareness things there are many bills
  • 00:14:26
    eating up our margins and we just not
  • 00:14:28
    making enough
  • 00:14:30
    money now the second level is a business
  • 00:14:32
    owner who wants to increase Revenue
  • 00:14:35
    without increasing cost you know they
  • 00:14:37
    want to get their current clients to
  • 00:14:39
    spend more money and they're looking for
  • 00:14:42
    ways to increase positive cash
  • 00:14:45
    flow okay now that is someone who is at
  • 00:14:49
    the second level of awareness they've
  • 00:14:51
    identified the problem okay well if we
  • 00:14:53
    could get people to spend more money
  • 00:14:56
    with us then maybe you know we'll be
  • 00:14:58
    able to make more right now the third
  • 00:15:01
    level is someone who is solution aware
  • 00:15:03
    is a business owner who already knows
  • 00:15:05
    that marketing automation can help
  • 00:15:07
    increase average order value bolster
  • 00:15:10
    profits increase repeat purchases and
  • 00:15:12
    double conversion rates and this person
  • 00:15:15
    is currently looking for a service
  • 00:15:18
    provider who can help him so these are
  • 00:15:22
    three different like I say like I say
  • 00:15:24
    three different people having three
  • 00:15:27
    different frame of mind thinking three
  • 00:15:29
    different kinds of thoughts right and so
  • 00:15:32
    you want to approach these people with
  • 00:15:35
    three different messages that appeals to
  • 00:15:39
    their current level of
  • 00:15:42
    awareness all right now
  • 00:15:46
    um I would go further to give you some
  • 00:15:50
    touch points right the first touch point
  • 00:15:52
    is that you can choose the level of
  • 00:15:56
    awareness you want to play in so you
  • 00:15:59
    cannot choose the sophistication level
  • 00:16:01
    of your Market because that's defined by
  • 00:16:04
    the market and the competitors in that
  • 00:16:06
    market and the kind of solutions that
  • 00:16:07
    they have brought to the market right
  • 00:16:10
    but you can choose the level of
  • 00:16:12
    awareness that you want to play in okay
  • 00:16:16
    and that is a very big Advantage so for
  • 00:16:20
    instance people who are solution
  • 00:16:23
    aware are close to buying all right they
  • 00:16:28
    are close to buying they they figured
  • 00:16:31
    out their Solutions in the market and
  • 00:16:34
    you know you just talk to them about
  • 00:16:36
    your solution and you know differentiate
  • 00:16:39
    you can get them to
  • 00:16:41
    buy those are the those are the kind of
  • 00:16:44
    awareness levels that you know the
  • 00:16:45
    experts and those with a lot of
  • 00:16:47
    credibility you skin in the game try to
  • 00:16:50
    Target right but you can go back and say
  • 00:16:53
    okay I'm going to Target people who are
  • 00:16:54
    problem aware and I'm going to figure
  • 00:16:57
    out how to help them solve
  • 00:16:59
    solution right I'm going to show them my
  • 00:17:02
    solution and then you can even go one
  • 00:17:03
    step back backwards which is to those
  • 00:17:06
    who are on aware of the problem and get
  • 00:17:08
    them to recognize the problem and at the
  • 00:17:12
    end of the
  • 00:17:13
    day get them to buy from you so those
  • 00:17:17
    are the levels of awareness and you can
  • 00:17:20
    use that you can choose the one you want
  • 00:17:22
    to attack usually the first three if you
  • 00:17:25
    want to do the fourth and the fifth
  • 00:17:27
    maybe to steal people's customers that
  • 00:17:29
    also works right there are ways to do it
  • 00:17:31
    that you have to write the copy in that
  • 00:17:33
    way you know to get the fourth and the
  • 00:17:35
    fifth now the second thing I want to
  • 00:17:38
    point out is that you need to use the
  • 00:17:40
    correct messaging for each
  • 00:17:43
    level so if you're targeting people who
  • 00:17:45
    are not
  • 00:17:47
    aware make sure that you are speaking to
  • 00:17:50
    the symptoms first because that's the
  • 00:17:53
    only thing they can recognize and you
  • 00:17:55
    tie that with the problem okay
  • 00:18:00
    and if you're speaking to people who are
  • 00:18:02
    aware of the problem you want to talk
  • 00:18:04
    about the problem just talk about the
  • 00:18:07
    problem exaggerate the problem or
  • 00:18:10
    agitate the problem I I don't like the
  • 00:18:13
    word exaggerate cuz just show them how
  • 00:18:15
    serious the problem is and how how worse
  • 00:18:18
    it could get if it doesn't receive
  • 00:18:20
    attention and then position your product
  • 00:18:22
    as a
  • 00:18:23
    solution and that's it and then if
  • 00:18:25
    you're talking to people who are
  • 00:18:26
    solution aware you want to show how your
  • 00:18:29
    solution is better how it is different
  • 00:18:31
    your unique mechanisms and things like
  • 00:18:34
    that now the third thing I want to talk
  • 00:18:36
    about is the one that is very important
  • 00:18:40
    when you're running
  • 00:18:42
    ads it is congruency and the level of
  • 00:18:45
    awareness from your ads or emails as I
  • 00:18:49
    mean your traffic sources to your
  • 00:18:51
    landing pages so let's assume you're
  • 00:18:54
    running a solution wear ads and you're
  • 00:18:56
    directing them to a landing page that is
  • 00:18:59
    tailored for an unaware audience you see
  • 00:19:02
    how that becomes a problem because this
  • 00:19:06
    person will not be interested in what he
  • 00:19:08
    or she is saying or you're running an ad
  • 00:19:11
    that you know talks all about um that's
  • 00:19:16
    still out for someone that's unaware and
  • 00:19:18
    then you're sending that traffic to
  • 00:19:19
    someone who is solution aware or product
  • 00:19:22
    aware it's it's not going to work very
  • 00:19:24
    well so you want to make sure that
  • 00:19:26
    there's congruency in the level of
  • 00:19:28
    awareness
  • 00:19:29
    from your ads emails straight to your
  • 00:19:33
    landing pages okay could be your
  • 00:19:35
    e-commerce Pages your opin pages you
  • 00:19:39
    know vssl pages long form sales letter
  • 00:19:42
    pages and you know those kind of things
  • 00:19:45
    so those are three things I want you to
  • 00:19:46
    keep at top top of your mind while
  • 00:19:50
    creating your campaigns so that will be
  • 00:19:53
    all for this video thank you for
  • 00:19:55
    watching I'll see you in the next one
Tags
  • marketing
  • pubblicità
  • livelli di consapevolezza
  • copywriting
  • sophisticatione del mercato
  • cliente
  • messaggi di marketing
  • conversioni