Most critical thing to answer before writing ad & email copy:

“What do my prospects know?”

1. About my product?
2. About the problem I solve?
3. About their need to solve it?

This dictates everything that you’ll write in the ad

5 Examples

There are 5 potential levels of awareness:

1. Most Aware: "Sup fam!"
2. Product Aware: "I know you!"
3. Solution Aware: "I've heard of it”
4. Problem Aware: "This sucks!"
5. Unaware: "Life is good yo!"

Stage #1: Most Aware

They already know and want your product.

1. Remind them of your product
2. Review and display price
3. Highlight features and benefits

Example:

Stage #2: Product aware

Know your product but aren’t sure yet if it’s right for them.

1. Reminds them of product
2. Reminds them of price
3. Mentions specific applications

Example:

Stage #3: Desire Aware

Know the results they want but aren’t aware your product gets them those results.

1. Address the need
2. Present product as solution
3. Leave out price

Example:

Stage #4: Need aware

Know they have a problem but aren’t away that any product exist to solve it

Bridge the gap by...

1. Focusing on problem
2. Building desire to resolve it
3. Offering a solution

Example:

Stage #5: Not aware

Totally unaware of the problem and no desire to fix it.

1. Address problem/need
2. Present product
3. Present compelling offer

Example:

Want to look over my shoulder as I breakdown each of these ads (and a few others)?

Just filmed a 10m video: https://www.loom.com/share/5cf32291b6274349a3b351a126ab2d47

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