Understanding Where the Prospect is in the Process is Critical

There are 5 stages that the prospect will be in and understanding which one you are targeting makes a huge difference.

Here are the 5 stages:

1. Prospect is familiar with your brand and solution.

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

3. Prospect is aware there is a solution to the problem, but not the specifics.

4. Prospect is aware they have a problem, but not familiar with the solution.

5. Prospect is totally unaware of the problem they are suffering from.

By now hopefully it is clear that is someone is unaware that they have a problem telling them about the solution or even your product is totally lost on them.

If they are aware of the problem and don't know about the solution 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 ad copy should speak specifically to the prospect to get 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.