I’ve something very important to tell you.
There’s no point in you launching any campaign. Because it’ll fail. You’ll lose time, money, and sleep.
Unless… you do this one thing first.
You’d be amazed at how many people don’t. They throw money on expensive marketing campaigns, fire out emails, pump out stuff on social media.
Only for people to ignore it completely. Or they see it and think ‘that brand is way too pushy, get out of my inbox, social feed, and my life.’
It’s something straight from an ancient (well, 1960s) book: Breakthrough Advertising, by Gene Schwartz. Reportedly the most stolen book from libraries.
You could buy it on places like Amazon for a few hundred of your pounds. Or, you could save your money and use what I’m going to tell you.
Here’s the thing: To make your campaign a success, you need to know your audience’s level of awareness.
Awareness about the following:
- your product
- the problem it solves
- your company
There are 5 stages of awareness.
The goal is to move your audience to Stage 1. However, to get them there, you have to know where they’re at. And then tailor your messaging to match. Because they may already be at Stage 3, for example.
“Stages? What the hell are you on about?”
Let me explain.
When Listerine was first launched in the late 1800s, it was marketed as an antiseptic.
It did ok, but was never going to become the world-famous brand it is now. Then, in the 1920s, the company rebranded Listerine as a cure for bad breath.
However, at that time people didn’t really see bad breath as a major problem. So, before trying to sell the product, Listerine focused on raising awareness of halitosis:
Listerine was all about using fear (of having bad breath) – one of the strongest emotions to sell things
After people became aware bad breath was a problem, they started looking for a cure. And that’s when Listerine started to sell. All because Listerine educated their target audience about halitosis, before trying to sell.
A different, but just as crucial, example is Lynx. When this deodorant came about, people didn’t need to be made aware of the problems with body odour. There were already plenty of products on the market that masked the smell of sweaty bodies.
Instead, the target audience needed to be made aware why they should choose Lynx over the competition. That’s why the company chose not to highlight generic features like ‘protects you for 24 hours’. Instead Lynx went all-out on branding which said ‘Wearing Lynx turns you into an irresistible magnet to women, who will be compelled to throw themselves at you.’
Ok, enough examples. Here are the 5 stages:
The 5 stages of awareness
Stage 5 – Completely unaware
(where Listerine’s target audience were at)
Your target audience has no idea they have a problem. So of course that means they’re unaware of your solution. Even if they were, why would they care? They don’t feel they need it.
Messaging approach: Education. Educate your readers about the problem you’re solving. ‘Did you know that people suffer with…’
If you educate them, and they still feel they don’t need what you offer, it may be time to rethink. Maybe you have a solution for a problem that doesn’t exist.
If you’ve ever seen Dragons’ Den you’ll have seen a few people learn this the hard way.
Someone comes on with an invention that solves (what they see) as a big problem. Say a machine that peels bananas for you. The inventor proudly explains how they’ve solved an age-old problem! What to do with the peel. How to avoid getting banana on your clothes. How to avoid it snapping in two when you peel beyond halfway.
A Dragon then pulls a face, and says, ‘Actually, that’s never bothered me. I use a bin for getting rid of the peel. I wipe my hands after eating. And I just peel as I go, so it never breaks off.’
The inventor goes away, having a learnt a valuable lesson. Always check if the target audience sees a new product or service as the solution to their problem.
Stage 4 – Aware they have a problem
Now we’re cooking. Your target audience is aware of a vaguely uncomfortable feeling. Like you get when sitting on a toilet seat that’s still warm from the previous occupant.
It’s time to expand on that feeling. Your messaging need to let them know they’re not alone in feeling this way. Everything you create here should be about building a rapport.
Messaging approach: Describe the problem. ‘Your problem is real. Here’s why. And don’t worry – it can be fixed in this way…’
Stage 3: solution aware
Your target audience is aware of how to fix their problem; they just haven’t decided where to start.
Now your messaging needs to get specific. Show how you fix their problem. Use case studies and testimonials. People need to see what you’ve done for others so they start to believe in you.
Stage 2: product aware
Your target audience is aware of what they need, and who offers it.
It’s time to make them aware of why you’re the best choice. Work out how best to help them decide. Maybe they need a free trial, a guarantee, or a discount.
Stage 1: Most aware
Your audience is ready to buy. They just want to be aware of what they get from you. Just give it to them straight, in clear, upfront and honest language.
Example: iPad copy.
Apple doesn’t need to mention standard features or use clever wordplay
You can’t get much simpler than that.
Anytime you’re introducing a new campaign, always work out whether your audience needs educating first.
Then work out to what extent.
People are always wary of something new or different. Even when the iPad launched, media reaction was harsh. Phrases like ‘over-hyped, under delivered’ and ‘it’s just a big iPod’ were common.
Once they became aware of its potential and how it could be used, well, you know the rest.
Of course, unless your product is up there at Apple-level, you’re going to need to educate people. However, to make them open to being educated, you have to know where they’re at.
So you can get them to where you want them to be. Stage 1, queuing up overnight to buy whatever it is you’re offering, or even getting your logo as a tattoo.
Want to get your target audience to Stage 1?
Let’s make it happen
