5 Stages of Customer Awareness (How to Convert Attention into Paying Customers)
Dear Friend & Subscriber,
Are you using LinkedIn as a distribution channel for your content?
Are you struggling to capture attention?
No matter how brilliant of a founder you are, your products, your services,
how far traction you’ve achieved with your startups,
If no one knows about it.
It will remain 'the world's best known secret'
In today’s newsletter I’d like to share to you what I’ve been working on for the past six months when I decided to double down on LinkedIn.
If you implement this you’ll see few benefits immediately
Capturing the right attention
Prospects showing up in your DMs
Scheduling a discover call on autopilot
Closing deals with less friction while delivering max value
Read time: 3mins.
Enjoy!
Do you have the courage to earn half a million dollars a year?
(This is a private advertisement, its’s meant for the tremendous ambitious man only.)
Before you skip and tune-out.
This exact headline was written by Eugene Schwartz an icon in the advertising industry and one of the best converso copywriters in history.
In his classic ‘Breakthrough Advertising’ 1966
He offers us a clear formula for answering the question “What does my prospect already know?”
Here are 5 Stages of Customer Awareness.
1. Unaware
These are prospects who don't realize they have a problem.
They simply don't know a better way exists. If you have a new product that addresses a major drawback of previous solutions, most of your prospects may be at this level.
Example:
I post consistently on Linkedin and adding tons of value, people are engaging so I must be doing something right.
2. Problem aware
Problem aware prospects know they have a problem, and have some idea of what that problem is, but they may not completely understand it.
They haven't dealt with this problem before. They're totally unfamiliar with possible solutions.
Example:
What's wrong? Why is there no-one showing up on my DM's, Why am I not getting the right people into my funnel or lead gen?
3. Solution aware
Solution aware prospects know about solutions like yours, but don't know your specific product or service.
If your company isn't well known in their industry, they may not have heard of you.
So it’s your job to build some awareness, create content for prospects that say ‘Here’s a possible solution to your problems, you have not heard about me/us but dont’t take our word for it, these are what happy customers are saying.’
Example:
I knew I just needed a clear roadmap to get the right attention on linkedin and convert it into paying customers.
But who should I know to help me with these?
4. Product aware
These prospects know your product, but haven't bought it. They're familiar with your competitors' offerings. They're just not sure if your solution is best for them.
Product aware stage is where you need to double down on going for the sale.
This is where you should focus on ‘I’ve noticed you’ve tested our product, you’ve watched the full webinar, you reached out in the past, — Are you ready to take the jump? Here’s my offer XXx’
Often we shy away asking for the sale, and if we wanted to convert attention into a paying customer, this is the time where you don’t to beat around the bush.
That’s the key ‘BE DIRECT.’
Example:
Show me social proof, previous customers results and testimonial - how you support them bring from X to Y.
5. Most aware.
These are your best customers your multi-buyers. They're brand loyal. They're enthusiastic about your products, and will sing your praises, give you positive testimonials.
Now if you’re a SAAS Startup, your role is to retain them or move them up the value ladder by upgrading their existing monthly plan in exchange for X.
or if you’re an SME ask to renew your contract for annual in exchange of X.
They key is ‘R&R’ Retention and Recurring.
Example:
I'm happy where I'm at and would be happy to give a shout-out, share your work with a couple of my friends who might need your services.
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As a startup founder or service based business owner your role to move your prospects through to each stages of the funnel.
TOFL - Top of the funnel is where your UNAWARE
BOFL - Bottom of the funnel is the ones who are still on the fence but ready to jump in anytime given the right trigger. -MOST AWARE
Your target customers/audience will fall into one of these levels of awareness and youre likely to convert to prospect who are closer to being most aware.
Therefore, your content marketing efforts should focus on moving your target customers further down the levels of awareness.
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TL:DR
1. Unaware
2. Problem aware
3. Solution aware
4. Product aware
5. Most aware
Thank you!
That’s all for today!
If you’re enjoying this weekly newsletters the best tribute you could pay me is to share it to one person who could benefit from it.
Many thanks!
Danielle
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Whenever you’re ready there are three ways I can help you.
Book a FREE Rapid LinkedIn Audit here
Work with me 1:1 LinkedIn Consulting here
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Book a 15min discovery call here