00:00:01
awareness
00:00:02
levels what are these and how do we use
00:00:07
them why is it important for you to
00:00:09
identify the awareness level of your
00:00:13
audience now the awareness level is the
00:00:18
degree to which your prospect knows
00:00:21
about the problem that they need to
00:00:24
solve now the reason why you have to
00:00:27
figure out what someone knows is so so
00:00:30
that you can give the person a message
00:00:33
that is well tailored and convincing
00:00:37
enough to get them to take action uh as
00:00:41
Robert Kier said he says always enter
00:00:45
the conversation already occurring in
00:00:47
the prospect's mind that's how to write
00:00:50
great ads and come up with powerful copy
00:00:54
okay you must enter the conversation
00:00:56
that's in the prospect's mind now
00:01:00
um when you do this your copy will be
00:01:03
stronger that's your advertising copy
00:01:05
you would also understand how to put up
00:01:08
congruent
00:01:10
advertising right and the final thing is
00:01:14
that you will enjoy higher conversion
00:01:15
rates now I'll explain all this as we
00:01:18
progress through the lesson but first I
00:01:21
want to differentiate between awareness
00:01:24
and sophistication CU that's something
00:01:26
that confuses people a lot
00:01:31
now Market sophistication focuses on the
00:01:35
competitive landscape and how advanced
00:01:38
the available Solutions are within the
00:01:40
market so when you talk about
00:01:42
sophistication you are looking at
00:01:44
competitors you're not just looking at
00:01:45
your product and the customer because
00:01:47
you don't advertise um to customers in a
00:01:51
vacuum right they they competitors they
00:01:53
other alternatives are out there so when
00:01:56
you talk about Market sophistication
00:01:57
you're looking at the market as whole
00:02:00
and you're looking at the market as at
00:02:02
your campaign as
00:02:05
market right competitor and customers so
00:02:09
you're considering like the entirety of
00:02:13
that
00:02:14
situation what kind of products are
00:02:16
there what have they heard about the
00:02:17
products kind messages have they
00:02:19
received you know and things like that
00:02:21
now but when you talk about customer
00:02:22
awareness you're focusing on the
00:02:25
individual's Journey from ignorance to
00:02:28
making an inform
00:02:30
decision so it's it's something else
00:02:32
it's more
00:02:33
about the kind of messaging right the
00:02:36
objective of learning about the the
00:02:40
awareness levels is so you can tailor
00:02:42
your marketing messages to match the
00:02:44
customers level of awareness that way
00:02:47
you can guide them through the buying
00:02:50
Journey okay but if you say
00:02:53
sophistication you're talking about the
00:02:55
strategies that you need to put in place
00:02:56
so you can stand out right and you know
00:03:00
there are several ways you know to do
00:03:02
that you talk about um you know bringing
00:03:05
up a new
00:03:07
mechanism um coming up with um you know
00:03:10
different solutions to try and
00:03:11
differentiate yourself USBS you know and
00:03:15
things like that right talking about
00:03:18
niching down so the kind of things talk
00:03:20
about when you talk about um
00:03:23
sophistication but now we are dealing on
00:03:26
awareness and when you understand
00:03:28
awareness you'll be able to write very
00:03:30
strong copy that's
00:03:32
congruent and you have higher conversion
00:03:34
rates as I'm talking to you I'm enjoying
00:03:39
very high conversion rates on the
00:03:41
campaigns that I run because of this
00:03:42
simple understanding it will affect
00:03:45
everything from email copies to add
00:03:47
copies to content whatever you do as
00:03:49
long as you understand the awareness
00:03:51
level you'll be a stronger and more
00:03:53
persuasive person in the marketplace so
00:03:56
let's get started with talking about the
00:03:59
awareness in in full so just like the
00:04:02
sophistication levels we have five
00:04:04
levels of customer
00:04:07
awareness like I said awareness is the
00:04:10
degree to which your prospect knows
00:04:13
about the
00:04:15
problem right that they need to
00:04:19
solve is the degree so someone can be
00:04:22
unaware they can be problem aware
00:04:25
solution aware product aware or fully
00:04:29
aware aware so those are the five levels
00:04:32
of awareness so let's begin with the
00:04:34
first one now these are people that are
00:04:37
on aware the first level now they
00:04:40
usually don't know the problem
00:04:43
exists if the kind of customers in this
00:04:46
level don't know the problem exists they
00:04:48
they're familiar with the
00:04:49
symptoms but they don't recognize the
00:04:52
problem for what it is okay so just like
00:04:56
um someone said they are not aware of
00:04:59
their desire or their need to solve the
00:05:02
problem right or they just won't admit
00:05:06
it without your ad leading them to make
00:05:09
that decision okay I'm
00:05:12
paraphrasing schw there all right so
00:05:16
they are not aware of their desire you
00:05:18
know or the need for the solution for
00:05:20
that particular solution but they kind
00:05:23
of familiar with the symptoms okay and
00:05:26
that is what the unaware Market looks
00:05:28
like the unaware Prospect looks like
00:05:30
okay so the next level of awareness is
00:05:34
the problem aware group now in this
00:05:37
level the customer recognizes that they
00:05:39
have a problem or that they or they have
00:05:42
a need but they unaware of the available
00:05:47
Solutions so the prospect has not just a
00:05:50
desire but a need he recognizes the need
00:05:55
immediately so I'm I'm also quoting you
00:05:59
know s here again right so this Prospect
00:06:03
they don't just have a desire they now
00:06:05
have a need like I need to solve this
00:06:07
business to go away and they recognize
00:06:10
it immediately their problem away they
00:06:13
know there's a problem and that jumps
00:06:16
you know up that jumps off into the next
00:06:20
level of awareness which is solution
00:06:22
aware this person that's looking for
00:06:23
Solutions and so they know about the
00:06:26
solutions they are available to their
00:06:28
problem right but they may not know
00:06:30
about your specific product or
00:06:32
service s puts it this way says the
00:06:35
prospect either knows or recognizes
00:06:37
immediately that he wants what the
00:06:40
product does but he doesn't yet know
00:06:44
that there is a product which is your
00:06:45
product that would do it for
00:06:47
him and we have the four level we the
00:06:51
where the person is product aware right
00:06:54
the customer is aware of your product or
00:06:56
service but hasn't yet considered it as
00:06:58
a solution
00:07:00
to their
00:07:01
problem here according to S your
00:07:04
prospect is completely aware of all your
00:07:08
product
00:07:09
doors right your prospect sorry isn't
00:07:13
completely aware of all your product
00:07:16
doors or isn't convinced of how well it
00:07:20
does it or hasn't yet been told how much
00:07:25
better it does it now so we're talking
00:07:28
about people who are product to where
00:07:29
they know about a product but they've
00:07:31
just not pulled the trigger yet right
00:07:33
and then when we say fully aware we're
00:07:35
saying that the almost where the
00:07:38
customer knows your product or service
00:07:41
and they understand how it can solve
00:07:43
their
00:07:44
problem and is considering making a
00:07:47
purchase now the customer knows of your
00:07:50
product right as he knows what it does
00:07:53
and knows he wants it at this point he
00:07:57
just hasn't gotten around to buy find it
00:08:01
yet now I'm going to give you a couple
00:08:03
of examples but I want to explain
00:08:06
something um we're going to focus more
00:08:09
when you're coming up with copy and
00:08:11
angles for your ads with the first three
00:08:15
levels of awareness because the copy for
00:08:17
the fourth and fifth level you're
00:08:19
basically very easy to come up with and
00:08:22
they very straight to the point right
00:08:25
level five is where you have things like
00:08:27
retargeting ads and stuff like that okay
00:08:29
but I'm not going to go into all that
00:08:30
detail you need to focus on the
00:08:32
three if you're listening to me right
00:08:35
now those are the three levels of
00:08:36
awareness that you want to you know be
00:08:38
targeting in your in your ads okay so
00:08:43
let's look at some examples and then
00:08:45
I'll give you some summary points just
00:08:47
to round everything up and give you um
00:08:50
you know a robust idea of what we are
00:08:53
going to be
00:08:54
doing so this is the first example so
00:08:57
let's assume we're advertising um an app
00:09:00
or a program that helps people sleep
00:09:02
better now who is someone who is unaware
00:09:06
the unaware Prospect is someone who
00:09:09
feels fatigued but hasn't considered
00:09:12
that their fatigue could be due to poor
00:09:14
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
00:09:24
you know kind of tied it to Sleep
00:09:27
Quality right now if we're targeting
00:09:30
this kind of prospect what would we say
00:09:33
in our ads we would talk about the
00:09:36
symptoms right what they experiencing so
00:09:39
that they can Iden and tie it into you
00:09:42
know poor quality sleep or sleep apnea
00:09:45
right now the second level of awareness
00:09:49
this person knows that they are not
00:09:51
sleeping well and they know they feel
00:09:54
tired during the day but they are not
00:09:56
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
00:10:06
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
00:10:20
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
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