How do you know if your audience is ready to buy? If you try to sell them your product too soon, you might lose customers.
You need to understand…
Who your buyers are
What is it that they need
What is their pain or problem?
How does it affect them, or transform them?
At what stage are they in the buying process
Based on the answers to the above you decide the communications strategy for your brand
The problem for marketers is that customers are at different levels of awareness in any given market. This awareness problem affects almost every piece of communication that you produce. It depends on how much they know about your product and how much exposure you’ve provided to them.
So your approach must change depending on where your customer is in the buying process. About half a century ago, a master copywriter Eugene Schwartz wrote a book called Breakthrough Advertising, in which he broke down the buyer’s awareness into 5 specific stages.
The 5 stages of the Customer Journey
Unaware
Problem Aware
Solution Aware
Product Aware
Most Aware
You can look at these stages as you would a sales funnel. There are psychological walls in-between stages. Your job, as a content writer, is to build a communication tunnel through these stages, from one end to the other.
This communication funnel is universal. It holds true for all content.
The examples of different types of content used online are:
Sell pages on a website
Content of value that you use to build authority and trust with customers on the website and in social media
Email sequences that form part of the sales funnel
Ads on Google, Social Networks, and other media
Including what you do with Chatbots and how you configure them to address the different stages
Next Post: We will learn how this awareness content plays out for each stage of customer journey.
Did you like this edition? Or do you have any thoughts to share? I would love to hear from you.
Thanks,
Keyuri