In the end, it’s all about knowing how to speak to your people

You’ve created your offer. Streamlined your funnel. Poured your heart and soul into your copy. So why aren’t your sales reflecting it?

Before you totally ditch everything you’ve worked so hard for, let’s take a moment to remember that a sales funnel has a lot of moving parts. If even just one of them gets a little wonky, it’ll throw off the others. It’s kind of like the gears of a traditional clock – jam one, and the rest of the clock sputters. 

If you have a good offer, but you’re still not seeing the conversion you’re hoping for, there IS a likely culprit: your copy. 

Now, I know you’re familiar with your ideal client avatar (ICA). You know that for your copy to do its job, it needs to speak to the pains, desires, and transformation story of that specific avatar. 

But there’s another piece: Your copy must take into consideration your prospect’s level of awareness, and talk to them accordingly. 

Eugene Schwartz introduced the concept of 5 Levels of Awareness in his classic book, “Breakthrough Advertising.” Today, nearly every digital marketer references them, with good reason! 

Level 1: Unaware

Literally, what it sounds like: your prospect has no idea they even have a problem. It’s your job to educate them. Your copy might initially highlight or call attention to a pain point, slowly alerting your prospect. 

Level 2: Problem Aware

Okay, so now your prospect knows something’s off. Their pain becomes more acute, their desires stronger. Cue the Googling, late-night Reddit-thread searching, and Instagram rabbit holes: they’re searching for a solution. 

At this point, your copy might take an empathetic approach “I’ve been where you are,” or even offer a transformational story to showcase the need for a solution. 

Level 3: Solution Aware

Your prospects know they have a problem, they know there’s a solution, but… they aren’t aware of YOUR specific solution. In fact, they might even be overwhelmed with all the options out there. 

Three words for your copy here: Point. Of. Difference. What makes your product or offer stand out? Offering social proof, credibility, and really laying out what to expect from using YOUR product is what will covert your prospect to the next level. 

Level 4: Product Aware

They still haven’t bought from you yet? What gives?! At this level, your prospects are aware of your product/offers as a potential solution to their problem, but… they’re not sure if it’s the right fit for them. 

It’s time to sweeten the deal. What extra benefits or bonuses can you offer? A discount? Extra goodies? Whatever it is, let your prospects know in the copy!

Level 5: Most Aware

At this point, all your prospect wants to know is where to buy. Tell them. Your copy should point them to one place: where to enter their credit card details. 

Knowing how to speak to your prospect according to their awareness levels, is what actually leads to conversions. 

In terms of a sales funnel, picture your “Unaware” prospects at the top of the funnel, and “Most Aware” prospects at the bottom.

Your unaware, problem and solution-aware prospects are your broad cold audiences. They’re just entering your funnel, and need to be nurtured through it.  We can’t expect these folks to buy from us right away. 

Overall, your copy’s job here is to educate them with free or low-cost resources like freebies (also called a lead magnet), blogs and articles, podcasts, videos, and webinars. 

During this entire process, you’re also sharing your brand values and personality. After all, not only are they unaware there’s a problem, but they don’t even know who you are! Additionally, your copy will start to position you as an expert in your niche. 

No hard sell here – it will scare off your audience. 

As your prospects move further into the funnel (going into product-aware and most-aware stages, respectively), they’ll have a deeper familiarity with your brand, products, and offers. In these stages, your copy takes on the task of showcasing why you’re the best – really, the only – solution. 

I’ve touched on these above as they related to each level, but your copy might overcome objections, build credibility via social proof, and offer a lucrative deal and/or bonus.

All of which eventually convert your previously warm audience into a loyal customer.