Getting the right message, to the right person at the right time. That’s the goal, right? To know what to say you must first identify the different types of customers you will have. There are many denominations and one of them is based on the customer journey. Thanks to Eugene Schwartz and his “Breakthrough Advertising” we now know how to address people in the 5 stages of customer awareness.
Unaware
In the first stage, customers do not know you exist. They don’t know why they need to want you. That is why you must educate them. In this stage of the customer journey, you need to explain to the audience that they have a problem. Granted, you first need to identify the audience who’s problem you solve. In this case your audience is Bob.
For example, if you are a blue-light protection glasses company, create bitesize content that explains “the problem” like why blue light is bad for the eyes. Short to mid-length videos are the best format to get your message across.
Thus, videos, podcasts, social media posts, guest blogs – all of these give you the freedom to get into the details of why your product should exist in the first place. Peak Bob’s interest.
Problem aware
Hopefully, you have sparked Bob’s interest. Now, he knows he has a problem and is looking for a solution. This is where the questions come in:
- Why is blue light so bad?
- How can I protect myself from blue light?
- Does blue light affect sleep?
- Am I gaining weight from blue light?
And this is where you have to be, ready to catch the distressed customer in your arms and tell him everything will be okay.
Answer Bob’s queries with in-depth videos, blogs, product reviews, testimonials. Go on pages like Reddit and Quora and be the one to provide answers to your industry related questions. The same goes for niche forums. You can see what questions people are asking on Answer the Public.
Solution aware
The journey is becoming more challenging. The grasshopper has become the master. Bob has read and researched and knows his problem has a solution. After providing Bob with the problem, more information about the problem, you can start subtly suggesting you might know a guy. Don’t go into full seller mode yet – that comes later. You need to put yourself on Bob’s radar with a professional looking website that hosts case studies and success stories from satisfied customers.
Product aware
Bob has researched enough, convinced the problem applies to him and now just wants the best solution out there. As he has been with you since the beginning (Unaware), he now trusts you. This is where you convince him your product is the best one to do the job.
Highlight the technical superiority of your blue light glasses. The perfect design. The countless options. Bring your impeccable reviews and fastest shipping to the forefront.
Most aware
Bravo! Bob has come a long way and is now ready to take out his card. But his 3 kids, mortgage payment and dreams of a Maserati Gran Turismo distract him from completing the purchase. This is where you come in, generously handing out discount codes and free shipping. A well timed email that answers most common last minute objections will evaporate Bob’s doubts and convert him into a customer.
Repeat customers and brand advocates
Your work is not over. You got Bob through the journey to Lonely Mountain, and now you want him to stay there with you. Forever. Just kidding. Not. You want Bob to bring his family, friends, and coworkers. You want Bob to shout your name from the rooftops and convert even the most fervent of sceptics. Thus, you must show Bob love. With exclusive emails, discounts and promotions. Maybe even events.
To help him keep you in his mind, provide him with in-depth articles on how to make the best use of his new purchase. Send him exclusive deals that make him feel like the most important person in the world. And make sure you’re listening!
