What is the stage of your client’s awareness? You may think it’s not important—but a customer stage can be like a specific niche. You target that stage of awareness. If you target the wrong stage, you lose the customer…maybe forever.
For example, when I was looking for a software company, I narrowed down my search to three companies. I knew a lot about the functions of marketing. I knew why I needed software. I just wanted a test drive. I was not just solution aware: I was product aware.
To my astonishment, the company refused to give me a test drive! They wanted to talk to me on the phone. I didn’t want to talk to anybody. I’d already got my questions answered. I just wanted to finalize my decision. That company lost me forever.
In this podcast, I illustrate with a detailed example of a resume service for career changers. When is the prospective client even aware she has a problem? When does she realize she’s got a problem with her resume, not some other aspect of a job search?
When you listen to the prospective client’s story, be sensitive to stages. Are you targeting clients who are aware they have a pain, but not aware that solutions are available? Are you targeting clients who have done all their research and are down to the wire?
That’s what this podcast explains with the detailed examples. Once you understand your prospect’s level of awareness, you can fine-tune your copy to meet the challenge.
RELATED RESOURCES:
FREE: What is your client’s story? What baggage do they bring with them? Click here for your download.
DIY VIDEO COURSE: How to nail your prospect’s story so well they think you’ve read their mind! Learn what makes a good story and how to research one. Click here to learn more.
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