The way you approach your target audience will also change, depending on the stage your potential customer is at.
Eugene Schwartz addressed this issue in his classic book Breakthrough Advertising in 1966. The author divided the awareness of potential customers into five distinct phases :
Fully aware: Your potential customers know your product and just need to know “the deal.”
Product aware: Your potential customer knows what you sell, but is not convinced if it is ideal for him/her.
Solution aware: Your prospect knows the outcome they want, but not that your product provides it.
Problem aware: Your prospect knows they have a problem, but they don't know there's a solution.
Completely ignorant: possesses no knowledge of anything except, perhaps, his own identity and opinion.
[Tweet “Eugene Schwartz discussed the five phases of your target audience in his classic book Breakthrough Advertising published in 1966. ”]
As usual, we often find that the “new” challenges we face in digital marketing have already been thought about for decades by brilliant people like Schwartz and David Og i lvy, two of the most famous thinkers in advertising.
That means that before the creation of Buyer Personas and the sales funnel, these authors recommended not diving straight into selling to every audience member who engages with your content.
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To continue with these customer type fundamentals, let’s take a look at how the five stages of awareness contained in a 50-year-old book can help you create content that works for your marketing goals.
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The five stages of awareness of your target customer type
1. Fully conscious
These are the people you can speak to most directly, but you'll need to make sure those direct messages aren't hurting your chances with those on different levels of consciousness.
Strategies
Take these prospects as “all-rounders” for daily messages specific to the personalized offer especially for them .
You can also post occasional deal announcements in between everyday content, or add a special offer to a relevant item.
2. Product conscious
These people are still unsure whether what you offer is right for them, even though you've educated them about it with a little bit of content marketing .
They don't want you to inundate them with offer information, because they're stuck at an earlier stage in the conversion process.
Strategies
If your content doesn't have strong arguments, you probably need to take an approach that more fully addresses potential customers' questions and objections.
As always, the key is to deliver real, valuable content that also demonstrates a benefit of your offer with a link, of course, to a well-crafted landing page.
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3. Aware of the solution
This type of customer may have a need to subscribe to your blog, but doesn't yet know that you offer a solution to their problem.
This is where Content Marketing will shine. This is the perfect person to offer you an e-book, free report, email-delivered tutorial, webinar, or other high-value content.
Strategies
Make sure you're appealing to this type of customer, usually through an opt-in email list, so you can let them know about everything you have to offer.
[Tweet “For users in the ‘Solution Aware’ phase, offer a high proportion of content to keep them interested and build a relationship.”]
4. Aware of the problem
type-of-clients-phases
This person knows they have a problem, but they don't know your brand.
They haven't yet been convinced to subscribe to your blog and start a relationship with you. And they may have arrived through a search engine or through a social media channel.
