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Another great strategic discussion today. Understanding the state of awareness of your target market. Yesterday we covered aligning yourself with the desire of your market and today we continue that conversation. Doing this exercise will create a competitive advantage in your market. Very few people do this exercise but when done and done correctly it can give you tremendous insight. First what is…
State of Awareness
The beginning of your ad – the headline concerns itself entirely with your market. It is based entirely on the answers to these three questions
- How aware is the prospect of that desire?
- How close is it to the surface of his consciousness?
- Is he aware only that a problem or need exist, or is he aware that they can be satisfied? If he is aware that a means of satisfaction exist, does he realize that it lies in your group of product?
State of Awareness
| Stage | Awareness | Description |
| Stage 1 | The most aware | Knows your product, knows what it does, knows he wants it |
| Stage 2 | Knows product but doesn’t want it yet | Not aware of all your product does, or not convinced how well it does. |
| Stage 3 | Has the desire but doesn’t connect it with any products | Prospect wants what the product does but doesn’t know that there is a product that will do it. (introduce new product) |
| Stage 4 | Has a need but doesn’t connect fulfillment with your product |
Prospect has a need, not a desire. He recognizes the need immediately. But he doesn’t yet realize the connection between the fulfillment of that need and your product (problem solving ad) |
| Stage 5 | Not aware of need or won’t admit it | Most difficult. Prospect is either not aware of he desire or need – or he won’t honestly admit it to himself |
Another great show today. I can use this right now in our sales process, very timely show.
@AmyNoteworthy thanks Amy.
These last 2 shows have helped
@KaraJackson Thanks Kara glad they helped.