Are you always worried if the copy you wrote will resonate with your audience?
Because no matter how compelling your copy is, if it is not tailored to your markets’ level of awareness…
You still won’t be able to persuade them to take action.
Market awareness is an important copywriting principle that you need in order to write a converting and resonating copy.
Let’s define the 5 levels of market awareness and how you can write a copy that resonates for each:
1. Unaware market
These are the people who are not aware of their problems and the possible solutions to their existing concerns.
Because of that, you might find it hard to grab their attention and read your copy.
In order to do so, it’s helpful that you describe the struggles they are going through.
In this phase, you have to emphasize and acknowledge their problem so that they will realize and discover that they have this existing struggle and they need help.
Doing so increases the probability that they will become more interested reading your copy.
2. Problem aware
These people know they have a problem but they are not aware of any possible solution.
Your best move here is to call their attention by writing about their exact problem.
And once you have successfully described their struggles better than they can…
You were not only able to grab their eyeballs but you were also able to get them hooked to know more about your solution.
It also helps that your copy focuses on explaining why and how your solution eases their pain.
3. Solution aware
These people know they have a problem and are also aware of possible solutions.
BUT they don’t know your product exists.
In this case, since your readers already know a lot of available solutions, your copy should standout.
It’s important that you come up with a unique selling proposition and talk about what makes your solution unique among the rest.
4. Product aware
These people are already aware of your product but are not yet sold.
They are already on the fence, so all you need to do is use testimonials, social proof, case studies, or offer a guarantee in your copy for you to convince them to buy.
5. Just need the deal
These people already want to buy.
You just need to give them the right price and terms. They need the “deal”.
A perfect example would be offering flexible payment terms for your product or service.
Or giving a big discount.
In this case, writing your copy is a lot easier since all they need is that extra push.
You can just mention the brand and the “deal’ that you offer and that’s that.
Bonus Tip:
How to know the exact level of awareness of your client’s market? Simple. Ask your client. They are the ones who really know their own market.
This saves you a lot of time and energy so you can focus more on writing a converting copy.
And lastly, don’t forget to do your research! =)
I hope you were able to understand market awareness levels in a much simpler way.
Watch the video below to learn more.
