When it comes to writing brand or sales copy, knowing your customers and understanding their level of product awareness – is pivotal for your business.
How do you really know if prospects and customers are engaged with your content? If they’re down with what you’re saying? Or if you’re speaking the same lingo? In the three pointers below, we look at the different stages of customer awareness, strategies to get to know your customers, and how to write to truly engage them, so they’ll listen and act.
1. Learn your customer’s state of awareness
What you write and the length of your copy is very dependant on your customer’s stage of awareness. This can range from being Completely Unaware, Problem Aware, Solution Aware, Product Aware, and finally crossing the line as Most Aware. To engage and inspire your prospects and customers to buy, your content not only needs to be on point, but also must address the right level of awareness.
For example, Jennifer wants to make her mum feel better as she’s been unwell for a few weeks. This is the problem aware stage. Jennifer knows she wants to cheer her mum up, she’s just not sure how. So in this case, your marketing content needs to build a rapport and common ground with Jennifer. As the owner of a florist, you need to show Jennifer that you understand her issue and empathise with her, while moving her into solution awareness – she needs to give her Mum something to make her happy!
Once Jennifer becomes solution aware, she’ll then look for the right product. Here is where you use more detailed copy in your advertising and marketing. You want to educate Jennifer on why flowers are the ultimate answer to making her mum happy. You also need to tell Jennifer how she and her mum will benefit from buying the flowers from your business (same day delivery, friendly service).
Jennifer likes everything she sees and is ready to purchase from you, having now reached the Most Aware stage. This is where you need to seal the deal by providing an irresistible offer compelling her to purchase. Because you’ve already explained your product and its benefits, and Jennifer trusts your company, you now only need short, succinct content. Simply offer the right deal to get Jennifer to act.
As you will most certainly have customers continuously flowing through the Cycle of Awareness, you need to write content which will address each stage, and then decide on where and how to market that content (ie. Customer acquisition v. retention platforms). More on this below.
2. How do you learn more about your customers and their stage of awareness ?
This, my friends, is one of the holy grails in marketing. While there isn’t a one size fits all solution, there are a number of methods you can use together to learn more about your customers:
- Customer surveys – Delve a bit deeper than quantitative questions (that require only Yes / No / Tick a box answers). Ask customers about their experience – what problem did they first encounter, how did they find out about your business, why did they choose your business, were they happy with you?
- Search phrases – Find out what search terms your customers are inputting to get to your website. Utilising Google’s Keyword Planner is a great start. Another recommendation is to regularly check your own Google Analytics – which will tell you the search terms people use to land on each page of your website
- Onsite surveys – when a customer is online, ask them (with a popup window) if they’ve heard of you before today? Based on their answer, you can then direct them to the right information.
- Chat logs – If you offer an online chat function for your business, take note of the questions people are asking. What level of awareness do they have? You can then use this feedback and address any issues in your content marketing strategy moving forward.
- Situational marketing – you should have a strategy for each advertising platform you use. Eg: Your facebook marketing might focus on customer acquisition, so you’d target people who are at the Completely Unaware or Problem Aware stage. Whereas your email marketing is designed to build your brand, retain customers and sell more of your product to them. These customers know you, they’ve already bought from you – so your copy would be Solution Aware and Most Aware based (ie. why they should buy your product and here’s the deal).
3. Get to know your customer’s emotional motivators
Underlying each purchase decision, are four main drivers: Pain, Desire, Greed & Fear
Researching the emotional motivators of your customers is critical to writing engaging content that truly resonates. Using the methods above, ask your customers what are their pain points, anxieties, priorities and desires when researching/purchasing your products? Ask them about their experience, rather than their opinion – you’ll not only get a more meaningful answer, but a host of ideas to stimulate your content strategy.
Most importantly though, listen to your customers. I mean, REALLY listen to them. This is absolutely essential to understanding your customers, knowing what level of product/solution awareness they have, and then writing content that they actually care about.
Want to know more? Contact the MOMO team on 0402 055 156 or send us an email – for answers to all your questions. Except for why the show Bachelors in Paradise is actually getting air time. That one is beyond us.