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The Five Awareness Levels of Your Audience and How to Speak To Them
We’ll assume you’re selling a fitness service to a 40-year-old dad!
You’ve moved to a new apartment — you’re all excited about decorating this space, doing interiors and buying furniture.
You’re scrolling through google and you see -
“Revolutionize your space with our multi-functional, ergonomic furniture solutions.”
Wait… what?
Confused, you keep scrolling, landing on something much simpler:
“Stylish couches that fit perfectly in small spaces.”
That’s more like it! It’s exactly what you were looking for.
Now, think about it: Both ads might be promoting the perfect product for you, but only one catches your attention. Why?
Because you’re not ready to think about revolutionary features or functionalities — you’re just looking for something that matches your immediate desire.
The first copy might work better when you’re past one couch and are looking for an upgrade — since you will then know what a normal couch misses and you need.
The point is, even if you have the perfect product, it won’t sell if the messaging doesn’t match where…