Market Awareness levels explained
(The most confusing part of copywriting )
70% of the email copy I review for my students …
And the ones I see online, reveal one thing…
Most people don't use or understand an important copywriting concept.
Unfortunately, it's also one of the most confusing parts of copywriting.
But any copywriter who doesn't understand it will write beautiful nonsense.
Lol.
Beautiful nonsense is copy that sounds good but is completely off the mark.
What am I talking about?
MARKET AWARENESS
Ever heard of it?
I've discussed it a few times via email and have explained it in detail here.
Today, I'll explain it in this email using an example.
Market Awareness Explained
Market awareness simply means what your target audience already knows about what you're selling.
What they're aware of.
If they already understand and know what you're selling,you don't need to write much.
If they don't, you'll have to explain more.
There are 5 awareness levels according to Eugene Schwartz in his book Breakthrough Advertising.
☑️Most Aware
☑️Product Aware
☑️Solution Aware
☑️Problem Aware
☑️Unaware
I'll use my email copywriting course to explain how these different awareness levels affect your copy and headlines.
✅️Most Aware- They know what you're selling. They know it's good.
They just want a good deal.
Here you mention the product name and your deal.
Example- Ads for Samsung ,IPhone etc.
Very short copy required . Just state your deal.
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✅️Product Aware - They know about your product but still need a little more convincing .
Your copy should explain why your product is better compared to others.
This is the kind of copy you write for physical products like home items people already know and use.
Your headline should call out the name of the product and explain why it's the best.
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Medium copy required .
✅️Solution Aware
Here your prospects know there are different solutions to their problem or desires …
But they don't know the best one for them.
The job of your copy here is to reveal your product as the best solution to their problems.
The headline should focus on the solution without mentioning the product name.
My example becomes…
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—
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✅️Problem Aware
Here they know they have a need, desire or problem…
But they don't know if there's any solution.
The best approach is to mention the problem in your headline, then lead them in your copy to the solution…
Which is what you're selling.
An example is…
Read this if You've A Mobile Phone But You're Struggling to Pay Your Bills
✅️Unaware
They don't know they have a problem, so they're not even seeking a solution.
So the job of your copy here is to call out the target target audience…
Then reveal the problem they have…
then propose your solution to them.
Finally, explain why your solution is the best one for them.
Obviously, the volume of copy needed to achieve this is MUCH.
That's why selling to this awareness level requires writing LONG COPY.
In the headline, you just call out the target audience or dominant emotions they have.
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NOTE:
👍Every awareness level is found in every market.
👍But you'll usually find more people in the unaware level.
👍That number reduces progressively as you move towards the most aware level.
👍You should ALWAYS start your headline focusing on the awareness level you're targeting
👍You can easily increase the size of your audience by targeting people in different awareness levels
This is getting really long, so I'll stop here.
If you like to watch a video explaining this in detail go here.
If you want to also learn about market sophistication…
Best
Mk Akan