Just imagine, you’ve poured your heart and soul into creating that perfect piece for your latest marketing drive. It could have been a blog post, an Instagram Reel, or even a catchy Twitter thread, you’ve given it your all. You’re buzzing with excitement as you hit “publish”, only to find it didn’t spark the way you anticipated.
Maybe it didn’t capture as much attention as you hoped, or it fell short of achieving the sales conversions you were aiming for.
Now, let’s get real here: It’s so tempting to get tunnel vision about the quality of your content. Undeniably, it’s crucial, but what if I suggested the real snag could be not so much the content itself, but how you’re reaching out (or not) to your audience?
Here’s the scoop: not everyone in your audience is at the same stage of getting to know you, your product or service, heck they may not even know who you are. Some might be merely stumbling upon your brand; others could be mulling over a purchase but need that extra nudge. And some are all set to hit “buy now”.
By overlooking these varying levels of awareness, we’re letting slip an enormous chance to establish a deeper rapport with our audience.
So, what can you do about it? Cue drum roll…
I’d zero in on fine-tuning the content to the diverse stages of the buyer’s journey. It’s time to wave buh-bye to one-size-fits-all content because when you write for everyone, nobody’s gonna listen.
Here are the 5 stages of awareness your idea customer will be in and they can only be in one stage at any given time.
For some context, the brand sells frozen, healthy kid friendly meals so kids simply use the microwave after school. The ideal customer is a parent who’s working full-time and is at work when their child gets home from school — btw, no judging, I was one of those parents and my kids turned out just fine. The child is too old for a babysitter, but too young to be making their own afterschool meal using the stove or oven.
For simplicity’s sake, for the ideal customer, I will be referring to a Mom and I’ve included some examples of copy so you can compare what it looks like for each stage, and finally, I’m not including emojis or hashtags in the copy.
Unaware Stage
Unaware customers don’t even realize they have a problem that needs solving.
Example copy for a Tweet: “Flipping between the office and home life like a pro gymnast? We’re with you all the way! Life can be a beautiful whirlwind, and remember, there’s no harm in grabbing a lifeline when things get breezy.”
Example copy for an Instagram caption: “Behind every successful mom is a pile of laundry, a sink full of dishes, and a heart full of love. Here’s to the moms who do it all. You are incredible!”
Action Step to Take: Use social listening tools to understand your audience’s day-to-day challenges and subtly introduce the problem they might not be aware of yet.
Key Takeaway: Make your audience feel seen and understood. This stage is all about connecting and building trust.
Problem-Aware Stage
Problem-aware customers recognize they have an issue but haven’t identified a solution yet.
Example copy for a Tweet: “Is your child coming home to an empty house after school? Wishing there was a safe and easy way for them to make a nutritious meal? We’ve been there too.”
Example copy for an Instagram caption: “It’s a catch-22, isn’t it? Your kiddo’s too old for a sitter, but too young to cook a full meal. What if there was a solution? Stay tuned!”
Action Step to Take: Make your audience aware that there are solutions to their problem. Keep the conversation going around the challenges they face.
Key Takeaway: Empathize with your audience’s problem. Show them that they’re not alone and hint towards a possible solution.
Solution-Aware Stage
Solution-aware customers know solutions exist, but they’re unsure about which one to choose.
Example copy for a Tweet: “Pre-packaged meals for kids — an easy answer or a nutritional nightmare? What if there was a healthy, kid-friendly option?”
Example copy for an Instagram caption: “Imagine your child making their own healthy meal after school. No stove, no oven — just a microwave! It’s possible, promise!”
Action Step to Take: Introduce your product as a viable solution to their problem. Use your platforms to subtly hint at the benefits your product offers.
Key Takeaway: Establish that your product could be the solution they’ve been looking for. Build curiosity and interest around your product.
Product-Aware Stage
Product-aware customers are familiar with your product, they know it solves their problem but haven’t made the decision to purchase yet.
Example copy for a Tweet: “Our frozen meals are the answer to your after-school meal dilemma! 🍽️ Healthy, delicious, and just a microwave away. Ready to give it a try?”
Example copy for an Instagram caption: “Imagine a world where your child makes their own delicious, nutritious meal after school. We’ve made that world a reality. Swipe left to see our range of meals!”
Action Step to Take: Show off your product and its benefits. Use clear call-to-actions (CTAs) and incentives to encourage trial of your product.
Key Takeaway: It’s time to be more direct about your product and how it solves their problem. Make it clear why your solution is the best choice for them.
Most-Aware Stage
Most-aware customers know your product, trust you, and are ready to buy.
Example copy for a Tweet: “Ready to make after-school mealtime a breeze? Our range of kid-friendly, healthy frozen meals is just a click away. Order now and get 20% off your first purchase!”
Example copy for an Instagram caption: “We’ve got your back, supermom! Your kid’s nutritious after-school meal is just a microwave beep away. Shop now and enjoy a stress-free evening. Link in bio.”
Action Step to Take: Drive sales with strong CTAs, appealing offers, and testimonials. Use social proof and urgency to encourage purchase.
Key Takeaway: Show that you understand their needs and can provide the best solution. At this point, they’re on board and all in! They’ve got faith in you and are primed to make that purchase. Make their buying experience a walk in the park.
Wrapping It Up
You’re tailoring your message to align with your customer’s evolving awareness. Rather than broadcasting a single, static message to the masses, you’re nurturing a conversation that matures with your customer’s journey. You’re not just vending a product, you’re cultivating a connection, and that’s quite extraordinary.
Let’s not forget, your audience isn’t a faceless crowd. They’re unique individuals, each grappling with their own dreams, needs, and obstacles. They’re at diverse stages in their journey and they’re hunting for unique things. It’s not merely your role, but a privilege, to meet them in their moment and guide them towards their goal.
Until next time, stay inspired.
Gisèle
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