(Here is what I have learned from chapter 2 of the book breakthrough advertising)
So, what this state of awareness thing basically means, is how much does your prospect knows about your product?
And the theme of your ad will depend a lot on this factor. So understanding your prospect’s state of awareness is really important.
You can understand that by doing a little research. Or sometimes it’s just obvious.
If you are just starting your business.
There are 5 stages of your prospect’s state of awareness.
And I have created a completely separate post for the fifth one.
So here it is,
- The most aware.
- The Customer Knows of the Product But Doesn’t Yet Want It.
- Your product is new.
- Your prospect knows he has a problem but doesn’t know if there is a solution to it.
- Your product doesn’t have a market. (click here after you have gone through the first four).
The most aware.
The customer knows about your product. The customer understands what it does and he wants it.
He just hasn’t bought it yet. And if you want them to make the buying action faster, all you need to do is mention some form of price reduction.
“Revere Zomar Lens, Electric Eve Camera—Formerly $149.50—Now Only $119.95.”
The Customer Knows of the Product But Doesn’t Yet Want It.
Here, your prospect knows your product but isn’t completely aware of all your product does, or isn’t convinced of how well it does it.
Here you need to make an Ad that focuses on all the features and benefits of your product.
In the process of making the Ad you need to;
- Tell the reader what your product does. (benefits )
- You need to tell the reader how it does it. (features)
- You also need to tell the reader how well it does it.
- And you also need to introduce a mechanism that helped you eliminate former limitations.
When your product is new.
The prospect either knows or recognizes immediately, that he wants what the product does.
But he doesn’t yet know’ that there is a product—your product—that will do it for him.
Here you need to do 2 things;
- Name the problem or its solution in your Ad.
- Then prove that the solution can be accomplished.
Here are two great examples;
- “Light a Lucky, and you’ll never miss sweets that make you fat.”’
- “How to win friends and influence people.
When your prospect only knows the problem.
The prospect has—not a desire—but a need. He recognizes the need immediately. But he doesn’t yet realize the connection between the fulfillment of that need and your product.
The solution to this problem is similar;
- You first need to mention the problem or its solution.
- Then dramatize the problem so much that the prospect realizes just how badly he needs the solution.
- And then present your product as the inevitable solution.
Here are a couple of examples:
“Stops maddening itch.”
- Here the “itch” part is the problem.
- The “stops” part is the solution.
- And the “maddening” part is the dramatization.
“Shrinks hemorrhoids without surgery.”
- Hemorrhoids are the problem.
- And the main clam is that they can shrink it without surgery.
But this one is the best;
WHY MEN CRACK….
An authority of international standing recently wrote; “You have overeaten and plugged your organs with moderate stimulants, the worst of which are not only alcohol and tobacco but caffeine and sugar … ”
You know them. Strong men. vigorous men, robust men—men who have never had a sick day in their lives.
They drive. They drive themselves to the limit.
They lash themselves over the limit with stimulants. They crack.
Often, they crash.
You have seen them afterwards.
The zest is gone, the fire is gone.
Burnt-out furnaces of energy.
“He was such a healthy-looking man ” He was.
His health was his undoing. His constitution absorbed punishment. Otherwise, he might have been warned in time.
“For every action, there is an equal and contrary reaction.”
You learned the law in physics. It applies to bodies.
For every ounce of energy gained by stimulation, by whipping the nerves to action, an ounce of reserve strength is drained …
But repeated withdrawals exhaust any reserve. Physical bankruptcy. Then the crash …
It’s time to get back to normal, to close the drafts, to bank some of the fires… Avoid stimulants.
What is good for the boy is good for the man …
Borrowed Energy Must Be Repaid!
Two million American families avoid caffeine by drinking Postum.
And two million American families are better off for it. . .
And here is is the detailed explanation of the fifth stage of awareness.
Thank you for reading.