How to tweak your message

Pop Quiz

Which person is more likely to purchase a bottle of water from you?

a. Someone who passes you on the sidewalk

B. Someone who has been lost in the desert for a couple of days

This may seem like a silly example, but there's a point to the question.

The prospect will be in one of five stages and understanding which one you are targeting makes a huge difference.

The 5 stages are:

1. Prospect is familiar with your brand and solution.

2. Prospect is aware of the category, but not your product or brand.

3. Prospect is aware there is a way to resolve the issue, but not the specifics.

4. Prospect is aware they have an issue, but not familiar with the resolution.

5. Prospect is totally unaware of the pain/issue they are suffering from.

At this point hopefully it is clear that if someone is unaware that they have an issue telling them about the way to resolve it or even your product is totally lost on them.

Looking back at the question, it may seem obvious that the person lost in the desert is aware of there issue.

If they are aware of the pain/issue and don't know how to resolve it your message will be different than if they are aware of the solution or even your specific brand/product.

The message should be specifically targeted to their level of awareness to be most effective.

This is because the most effective copy should speak specifically to the prospect to grab their attention. You don't have long before they move on and they are asking themselves does this message apply to me.

Failing to do that will cause them to move on.

Craft different messages in separate campaigns if you are intentionally going after prospects in different stages.

These are the simple tweaks that can make a difference in your conversions.