Understand your prospect’s 5 stages of awareness to write more effective copy
Copywriting. Looks easy, but it’s not.
As marketers, we have problems when we write marketing copy, whether we do the writing ourselves or hire a copywriter, we agonize over this issue:
What do we say?
What does our prospect need us to say?
But a concept used by experienced copywriters can help us. Let me share the concept and show you how I applied it to website copy.
What’s the Concept?
The 5 Stages of Awareness of your prospect.
How to get inside a prospect’s mind
Before we write, we think about what we need to say. We know we need to focus on the reader.
We need to determine their point of view to persuade them to take action. So how do we do that? By listening to the prospect, which includes understanding the prospect’s stage of awareness.
The 5 stages of awareness is a scale. It shows how much your prospect knows about your products and services. The concept also shows how much the prospect knows about his needs, pain, and problems.
The concept was coined by renowned copywriter, Eugene “Gene” Schwartz. And he wrote about this in the book, Breakthrough Advertising. The book was published about 50 years ago, but don’t discount this idea of its age. The framework is foundational to good copywriting.
So you need to measure your prospect’s awareness level to write to him or her.Continue reading You + This Copywriting Concept = More Sales