To Make More Sales, It’s Not Just What You Know
When you’re designing your marketing message, you really have to know who you’re talking to.
You have to know your audience.
In terms of direct response priorities, we’ve learned that list, offer, copy, right?
List is the audience.
The audience who you’re talking to can…
Make or break your marketing.
It can make or break your sale.
It can make or break your conversions.
And in this context when we’re talking about your audience, you need to know what are they aware of?
What is it that your audience knows and is aware of?
For example, are they aware of the fact that they have a problem?
And that’s it, that’s the only thing that they’re aware of.
They don’t know what solutions are out there.
They don’t know the type of solution that you offer.
They don’t know anything about you, your company, your business, etc.
Then maybe we’ve got folks that are aware that they have a problem.
For example, they’re aware that they’ve got, let’s say, back pain and now they’re looking for the type of solution that they’re going to move forward with.
Maybe they’re thinking a massage or is it chiropractic?
Is it an in-home inversion table?
Is it a cream?
Is it a pill?
They’re trying to decide between the type of solution that they’re going to go for.
Then we’ve got people that are aware of the pain.
They’re aware of the fact that, let’s say, they want to go with chiropractic care.
And now they’re looking for the best chiropractor.
They’re trying to find the best chiropractor in their area.
Those are just three examples or three different categories of awareness levels of an audience.
Why am I sharing this with you and why is this so critical for you?
Well, number one is because you have to know who you’re talking to and know what they are aware of so that you can put together the right message.
The Right Marketing Message Makes Sales – NOT Your Product
See, if we’re talking to that individual that’s problem-aware, that has low back pain for example, but you’re running an ad about how to find the best chiropractor in West Palm Beach, Florida where I am…
Well, that ad obviously is not appropriate for the audience, for the prospects that are just problem-aware, that are just aware of their low back pain and they haven’t decided yet maybe if they want massage, cream, or chiropractic.
See, that type of marketing message is appropriate for the awareness level where a prospect is now trying to find the best chiropractor.
All of that is to say that you have to start with identifying your audience’s level of awareness.
Before you write a single word of copy…
Before you write a headline…
Before you think about any aspect of the messaging…
You have to begin with your audience and you have to begin with their level of awareness.
So if you’re not selling the amount of products or services that you want…
If you’re not hitting your sales numbers…
If you’re not hitting your conversion numbers…
There’s a good chance that you’re not addressing the right audience.
There’s a good chance that you’ve designed a marketing message for a different level of awareness than what you are targeting.
So if you’ve found this information valuable, then I have a book with even more detailed marketing strategies you’re absolutely going to love.
It’s called Unconverted.