FaridCopywriter wrote: ↑February 19th, 2023, 11:58 am
Ohkay!
Got ya!
I have one more question...
But before asking this...
I'd like to tell you about my journey in Copywriting.
About few months back, I started learning Copy...
And now, I've pretty good understanding of how copywriting actually works and how to write a converting copy
But I've got a question stuck in my head...
Like how do we structure the entire copy (more specifically a sales page) when dealing with audience that are already aware of their problems, and also know what solutions exist)
Like I'm talking about: How to structure a copy while keeping the audience's awareness level in mind.
For example
If we are dealing with audience which fall under the category of problem aware...then this structure/wireframing would work...
*pre header
*headline
*lead (secret lead)
*Picturing Current Problems
*Agitate
*Transitioning to Unique mechanism behind the problem
*Transitioning to Unique Mechanism behind the Solution
*Transitioning to product
*Product details
*Benefits (Bullet Points and fascinations etc)
*Offer
*Closing Stacks
*CTA
We can follow this structure while using the Secret angle because the audience is falling under the category of Problem/solution aware...
But what if the audience is not falling under that category and the audience already know about products that could solve their problem (like they are product aware)
How do we structure our copy then like and what angle to use then... because the secret angle will simply not make much more sense here.
I'd love to listen to your tactics as I already saw your profile and found that you have 25 years of experience
I just wanna listen to your thoughts on
how to structure a copy that could perfectly resonate with audience according to their awareness stage (Unaware, problem aware, solution aware, product aware, most aware)
And how many angles are there and how to cherry pick a specific angle for the right kinda audience as per the awareness stages
Thank you for reading till the end
Have a great day
Farid
Wow Farid, that's a pretty advanced question for someone who only started their copywriting journey a few months ago. I applaud you
Have you read Gene Schwartz's book "Breakthrough Advertising"? It's around 60 years old but it's widely accepted as one of the greatest copywriting books of all time. I've read it a couple of times over the years and still haven't grasped it all. It's THAT in-depth.
There's a chapter in there on market awareness.
I haven't read the book in a few years, but I'll dig it out of my archives and I'd love to discuss some of the concepts with you, if you're interested.
But as far as your question...
At some point all product markets reach the stage where they become saturated. When this happens, consumers have seen all the claims, and the hyped-up "Amazing Secret To Everything" angle just doesn't work anymore. (with the exception of maybe art, style, and fashion markets, which are built around hype)
And of course there will always be new people arriving to every market, and a few them will fall for the hype, but most people will have moved beyond it.
When this happens, we can try a couple different angles.
1 - We can find a new "unique mechanism", if it exists.
For example: there are thousands of weight loss products on the market, and the market sophistication has reached a level where most people know what's out there and they've already tried a few of them.
"But our product is derived from a molecule that burns 2X calories for every activity you do. Even walking! And it's only found in a rare melon that grows in the Himalayan Mountains."
Of course that example is completely fabricated, and we don't ever want to lie to our customers, but is it really any more far fetched than the "Keto" diet that took over the market a few years ago? Keto works for some people but doesn't work for most (while it has some scientific backing, keto is about as effective as any other diet for most people)
2 - We can build our campaign around the company's values and get loyal customers based on who we are (build trust in the company), instead of the product itself. When people believe, and trust, a company they're usually willing to spend a little more to feel confident that they're supporting a good business.
Or we can create a charismatic character who represents our company (think the Marlboro Man for cigarettes, or Bear Grylls for outdoor / survival gear, or any of the "influencers" out there with millions of adoring fans who will buy anything their hero recommends)
3 - If it's a mass market approach, we can start by simply naming the product and giving a discounted price or special offer, just to get people in the door.
Of course I would never recommend competing on price alone, because that can quickly turn into a race to the bottom. But loss leaders can be good for building a customer base where we can make money on up-sells, cross-sells, and back-end offers.
(think Amazon. They didn't make a dime in profit for the first 5 or 6 years. But they built a loyal customer base and now they make billions of dollars a year)
So there's a couple angles we can work with for a more "product aware" market. I'm going to go find that Eugene Schwartz book and start reading it again. If I find something relevant for your question I'll come back here and update my answer for you.
All the best,
Steve