How to get the attention of your leads when you try to sell them your product?
For that, you have to understand the awareness stages and the right message. So this is your target audience. Within that audience, you have different awareness stages.
- Unaware of the pain
- Aware of the pain
- Aware of the solution
- Aware of your product
- Product features
The first thing you have to understand is that your message is going to be completely different depending on the awareness stage.
Let's take an example. Let's say that you are selling Facebook ads services for other businesses.
On one hand, you can use the message of selling the benefits.
In this case, why they should use Facebook ads for their business to people who are unaware of the pain.
If we keep with the example, it might be local businesses.
Local businesses usually don't really know about online ads and how to use them and what are the kind of benefits for their business.
So you can say things like you are leaving money on the table, you could get more clients, more customers using Facebook ads. So you are selling the benefits of Facebook ads.
Now, let's say that you're using the same message for another kind of audience
An audience that is aware of the different solutions. In this case, it might be a business that is already doing Facebook ads. So they are aware of the pain, of leaving money on the table.
They are aware of the solutions using Facebook ads and they are maybe not aware of your product. Now if you go to them and say,
“hey, well, you can use Facebook ads to get a new customer and you're leaving money on the table."
In this case, you will be the dumb one because you will be seen as someone who doesn't know their expertise.
After all, they are already aware of the solution.
Change the message for them and for their awareness stage.
In this case, you don't want to talk about the benefits of the overall solution that you're selling them and of using Facebook ads.
But instead, go into the details and go into the features of what makes you different than different solutions.
In this case, it might be
- Why you use a lookalike audience instead of broad, or maybe the other way.
- What kind of strategy do you use to acquire new customers using Facebook ads?
- What kind of retargeting strategy using on Facebook ads and that kind of things.
So here you're really talking more about the product features, in this case your expertise more than selling the overall benefits of Facebook ads.
Do you see the difference depending on the awareness stages of your audience? Your message is going to be completely different.