In Episode 41 of The Copy Coach podcast, I’m chatting about the importance of awareness-level copywriting and using your messaging to meet your ideal client where they are at. Listen to the full episode here or keep reading for the show notes.

When it comes to launching your new offer – or your new website – one of the biggest fears you probably have is: will anyone even sign up? Will anyone even get in touch with me?

Well, you’re not alone. And what makes the idea of launching so scary is often the fact that, in marketing your online business and promoting your new offer, you only have your online presence to rely on.

It’s kind of the equivalent of shouting into a busy room trying to get attention or, as I like to often think about it: like you’re at a conference or some big kind of trade show, with hundreds (if not thousands) of stalls in one big open space.

And all the stalls are business owners doing the same thing as you.

Here’s the thing: unless you’ve done all that you can to ensure that the people who do actually stop in front of YOUR stall see and hear something makes them stop in their tracks, pay attention, and immediately know that you are the one for them, you’re going to be faced with your biggest fear playing out right in front of you.

If, on the other hand, you’ve managed to express your USP, your services, your mission, and your way of helping them fix that nagging problem they have – then they’ll most likely stick around and queue to speak with you.

What you want to ensure is that when your ideal client lands on your sales page for your next launch, or comes across your website, you are serving up exactly what they need to hear to make them want to take an action – whether that action is them buying your offer OR getting in touch with you + hopping on a discovery call.

This is the essence of conversion copywriting (what we are all about round here)– copy that moves your ideal client closer to the point of saying “yes”.

And one thing you absolutely need to be doing in order to make this a reality is this:

You need to be using awareness-level copywriting.

First of all, what is awareness-level copywriting?

Well, it is essentially copy that meets your ideal client where they are at.

It follows the principles of Eugene Schwartz’s ‘5 stages of Customer Awareness’ that broke down prospect (i.e. ideal client or customer) awareness into 5 levels.

I like to think of this as being very similar to a sales funnel that goes from top to bottom.

At the very top we have ‘unaware’ – these are cold prospects, the ones who don’t yet even realise that they have a problem.

• Then we have ‘problem-aware’, these are prospects who have felt the pain of their problem and know they have an issue that needs to be fixed but they don’t fully understand it or what they can do about it.
• Then we have ‘solution-aware’ – these are prospects who know that there are various solutions out there to solve their problem, but they’ve most likely never heard of you and your specific solution.
• Then we have ‘product-aware’ – these are prospects who know about your specific solution to their problem, but they still aren’t 100% sure if you are the right choice for them.
• Finally we have ‘most aware’ – these are prospects who are absolutely ready to buy your solution (or who have perhaps already bought from you and are now raving fans).

If you can know where your ideal client or prospect falls into these 5 levels, you will be able to make sure that your messaging meets them where they are at.

Remember: your copy’s job is to actively move your prospect down the funnel, through the different levels, until they reach the ‘most aware’ level – because this is where they will say “yes”, or take the action you’re asking them to.

When we’re talking about your sales page, for example, where you’re really having to work hard to get your prospect to be in that stage of ready to buy from you – and ready enough that they’ll buy right there, right then – being aware of YOUR prospects level of awareness is key to seeing those conversions.

To hear more on this topic, listen to Episode 41 of The Copy Coach podcast here.