After building your buyer personas, what next 🤷🏾‍♂️

Hey hey 👋

How’s it going?

Remote learning resumed for my kid this week, and the only thing I can say is:

I am literally his tech support, math tutor, writing coach, and line cook. The upside is we’ve gotten closer.

Now, back to normal service.

Today, I’ll be talking about the five levels of customer awareness

Once you are done building out your buyer personas, you need to answer an important question.

It’s probably the most important question you’ll need to answer to run an effective marketing campaign.

“What does my reader/audience already know?”

What does your reader know about your product/service? Are they aware of the problem your product/service solves? Are they aware of your competitors (direct and indirect)?

The answer to this question tells you:

• The sort of content your reader needs

• The amount of information you need to share with your reader

• What kind of offer/lead magnet will generate the most demand

There are five levels of customer awareness or five types of readers you’ll come across. They are:

1. Most Aware: These are your loyal fans - your best customers. They love your product/service and tell anyone who cares to listen.

2. Product Aware: These readers are aware of your product/service but have never purchased it. They arent sure your solution works for their needs. They’re aware of your competitors.

3. Solution Aware: These buyers know there’s a solution like yours but. have never heard of your product/service.

4. Problem Aware: These readers know they have a problem but don’t understand how to deal with it. They aren’t aware a solution exists.

5. Unaware: These buyers don’t know they have a problem. This is common in new categories/industries.

Each buyer segment requires a different approach content and messaging-wise. Think of these buyer levels as a consumer journey/funnel, with “unaware” buyers at the top of the funnel and “most aware” buyers at the bottom.

The rule of thumb here is, the less aware a reader/buyer is:

• The more guidance or education they require before you can hand the lead over to sales

Capisce?

Demand-side narrative vs. Supply-side narrative

Andy Raskin is one of the best strategic storytellers I follow on Li. You can read the full post on LinkedIn here. But before you head there, finish the newsletter, Jedi 🤵🏾‍♂️

Not Enough Writers

The brilliant Faith Uzegbu will be talking about SEO copywriting this week.

Join us

Content Writing Jobs (Remote/Freelance)

• Ecommerce Writer, InteractOne | Apply here

• Freelance Writer, Digital Trends | Apply here

• Writing Specialist, Trivia Database | Apply here

• Blog and Social Media Copywriter, Escape Plan Marketing | Apply here

• Content Writer, Harvard Partners | Apply here

All the best, folks.

And please share with any of your friends/colleagues who might find this useful.

My biggest takeaway this week 🚀

“Powerpoint hides bad thinking. Being busy hides unhappiness. Fancy websites hide bad writing. Vague language hides misunderstanding”

Shane Parrish

What I’m thinking about?

If I keep doing what I am about to do today for the next 3 — 5 years, will I end up with more of what I want or less of what I want?

Thanks for reading this far. I am grateful!

Stay safe and sane.

Dozie

P.S: If you like this newsletter and want to support it, please could you share on LinkedIn or forward this newsletter to a friend with an invitation to subscribe right here👇🏾