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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
“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!"
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:
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:
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:
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:
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:
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
(And if you liked this, share
)
Just filmed a 10m video: https://www.loom.com/share/5cf32291b6274349a3b351a126ab2d47
(And if you liked this, share
)
