If you want your ads to convert better, then keep watching this video because I'm going to reveal the number one strategy that most people completely overlook and know. It has nothing to do with your offer, your landing page, or your ad budget. It all comes down to something so freaking simple, but it could change everything for you.
Keep watching. Hey, posse, what's up? It's Alex.
Each week I put out a new copywriting and marketing tutorial to help you make more money with words and build an online business you love. So if you are a copywriter, a freelancer, or a business owner and that sounds good to you, then you know what to do. Go ahead and subscribe to my channel below, and don't forget to ring that bell to be notified when my next video goes live.
Now when it comes to writing ads, most business owners and copywriters get that they first must understand the audience that they are writing the copy for. I mean, that is marketing 1 0 1, right? You've got to know who you are speaking to.
You've heard me talk about the importance of identifying a clear and specific customer avatar, the demographic and psychographic traits that define your ideal target market. And yes, that is still very important. But the problem is, when it comes to your customer avatar, quite often you are focusing on the wrong things, or at least you're not looking at the whole who picture.
So while it's important to have a general snapshot of your audience and what they care about, their fears and their desires, there is one more incredibly important factor that you need to take into account when writing ads for your audience, and that is their level of customer awareness. If your ads are directing people to a $2,000 sales page and these people have no idea who you are, what you do, what you sell, or why it has anything to do with them, then I hate to say it, but your ads are probably going to tank because a cold audience needs an entirely different strategy than warm or hot leads who already know, like and trust you. This means knowing where your audience falls on that awareness pyramid and writing copy in a way that takes them to the next level is the number one way to get your ads to convert better.
Your copy needs to meet people where they are or else they will not take action. Now, you might be wondering what are the levels of customer awareness, Alex? Well, according to Eugene Schwartz, one of the best copywriters in history and the author of Breakthrough Advertising, a book that many people consider to be the holy grail of copywriting, the five levels of customer awareness are totally unaware, problem aware, solution aware, product aware, and very aware.
And every level requires very different messaging triggers to inspire people to take the right action and understanding this copywriting strategy can be the biggest game changer when it comes to the performance of your Facebook or meta ads. So I'm going to go through each level of customer awareness right now along with the important messaging triggers for each. Starting with level number one, totally unaware.
This audience has no idea that they even have a problem or pain worth solving at this level. Your prospect is not only completely unaware of you and your product, but they really have no freaking clue that they even have a problem in the first place, which makes selling them a little bit tricky. This means you need to pull them into your world before you ever attempt to sell them anything.
How? Well, of course, you first need to grab their attention with a powerful hook. And by the way, I have an entire free guide to help you write compelling hooks based on Eugene Schwartz's five Levels of Customer Awareness, and you can download your copy of that at the end of this video.
It is totally free. So once you have their attention, it's then time to diagnose or educate them on a problem that they don't even know they have yet, which might sound a little bit complicated, but it is actually super simple. You simply want to create engaging and relatable content that gives them that.
I can totally relate to that moment, and this is often done through storytelling secrets or education. So think of it more as you got to hear this copy and Less Buy Now copy, right? In fact, some of the best ads for this audience are just repurposed social media posts like this ad that we ran, and this was literally just an Instagram reel that we created to increase awareness and boost followers, and it performed so well that we simply repurposed it into an ad.
The title is Seven Lessons I Learned While Building a Seven Figure Business. It is a strong hook, but it is also broad enough to appeal to people who maybe don't even really know that they want to build an online business yet. Maybe they're currently working a nine to five that they kind of hate, or they're on maternity or paternity leave and they don't want to go back to work, but they've never really entertained the idea of starting a business or a side hustle.
Well, that's where I come in. The goal of this ad is to light that spark in their mind that maybe just they could start a business and I could be the one to help them. So ads at this level should never ask for the direct sale.
As you can see in this ad, we are simply educating and encouraging, right? Asking for engagement. We are not asking for a sale or a commitment from them at all.
They don't know or trust me yet. So I'm keeping it cool and leading with value. But of course later I will retarget these people who engage with this ad and then take them further down my funnel and ask them to take that next step with me, which brings me to the next level of customer awareness.
Level two, problem aware. Okay, so now the audience is aware that they have a problem, but they don't know that a solution exists. So let's continue on with the same example I used before.
These people now have this idea in their head that just maybe they want to make money online or start some sort of a side hustle or business, but they don't know how to do that yet. I mean, there are a lot of options out there for making money online. Should they offer VA services, copywriting, photography, sell pictures of their feet?
I don't know. So at this level, the biggest roadblock in their way is figuring out what solution is the right solution for them. But the more they investigate all of these options, the more confused they feel and the more doubts they have.
So this is where we want to introduce the idea or the solution of copywriting as being the perfect one for them. We want to sell them not on the product or service yet, but instead we want to sell them on the idea of copywriting. We want them to believe fully that yes, copywriting is the path they should take out of all the other options that they could pursue and that this will help them achieve their goal.
Like this ad that we ran we're right away saying, Hey, not sure if copywriting is right for you. Then we go on to address the exact situation that these people are likely in right now. So you heard about this thing called copywriting and it sounds like it might be kind of cool, but you are hesitating on taking action because you're not sure if it's actually right for you, right?
Problem aware. So here we're really empathizing with their pain. Then we go on to show them, of course, how we can help them.
So if you find yourself saying F, yeah, to any of the five signs, you can be pretty certain you were born to be a copywriter. So here we are building their confidence and getting them excited about the possibilities of copywriting. So hopefully they're thinking, oh my God, yes, this is totally me.
You have put my mind at rest. Maybe I can really do this. Then we ask them to take that next step.
But remember, you don't see me selling any product or service here yet. I am simply selling the solution that yes, copywriting is right for you. So in this case, we're giving them a free guide that will help them explore more about copywriting and learn what it is all about.
And most importantly, this guide is going to help build their confidence even more and really convince them that this is the right solution for them. So now these leads are committed to the solution and we've gotten them to take one more step into our world, and now that our audience understands the problem and the solution, we can now move them on to level three solution aware. So prospects at this level know that copywriting is the right solution for them.
They are solution aware using my example from before, but now they need to know who's the right person that can guide me. So at this level, they're really weighing their options because Lord knows I'm not the only copywriting coach out there. They are probably investigating every different approach, person, brand, business coach, who can get them where they want to go with copywriting.
So most people at this level aren't really ready to fully commit to some high ticket offer. Of course, there will be a few exceptions and people who are just ready to go all in after they got that free guide. But remember, those are not the rule.
They are the exception. What the majority of leads at this solution aware level will need is to dip their toes in the water to get a feel of really who I am and what I'm all about and what I can offer. So at this level, you really want to focus on building trust because customers at this level are looking for proof that you can solve their problem.
So continuing on with our example, really what I need to do at this level is communicate, Hey, I'm the right one to guide you and help you learn copywriting, and I'm going to show you how. So take a look at this ad that we ran for Posse Week, which was a week long training where I host aspiring copywriters. It's only $27, so it's a lot easier to say yes to that than my higher ticket, higher level coaching program.
And this is the level where you might want to run a masterclass, a bootcamp, a challenge, or some other form of training that really gives your audience a taste of what you're all about and really help them decide whether or not they want to take that next step. So in this ad, we are showcasing social proof by inviting them to join me and thousands of copywriters and aspiring copywriters from all around the world. Then of course, we are highlighting that big promise or transformation they are looking for.
We say, become the main character of your own story, create more freedom, money and impact, ignite your copywriting business. Then we go on to list what they will learn in this multi-day training and then ask them to join us for just $27. So up until this point, we've really just been asking for micro commitments from our audience.
We started out by asking them to engage with us, which then will help us retarget them later with different ads down further in the funnel. Then we asked them to join our email list in exchange for something of value for free, which then helps us sell them on the idea that copywriting is the right solution for them. Now we're asking them to take the next step, which is to join me for a live copywriting training and really giving them the chance to see what I'm all about.
And we kept that super low ticket, low commitment, just $27, which makes it really easy for them to say that next, yes. And then once they go through that training, they will either be convinced that, Nope, I am not the right person for them, which is totally fine. Or they will be convinced that yes, I am ready.
I am primed to buy. I want to learn more about Alex and hear about her products and offers. So at this point, they're ready to move on to level number four, which is product aware.
Now things are really starting to heat up. The audience knows they have a problem, they know the solution, or at least what they've selected as the solution. They have shopped around and they're starting to trust that you are the right person for them.
They've already taken a few small steps with your brand, like joining your email list or getting some freebies or subscribing to your YouTube channel or following you on social media, and they now know that you can help them get the results they desire. Yes, awesome. They are aware of your product or services, but maybe they're just not quite sold yet.
So your audience at this level maybe just needs a little bit more love before they're ready to go all the way. And a great way to do this is by showcasing social proof, testimonials and results like this testimonial ad that we ran for my eight week copywriting coaching program, the Copy Posse Launchpad. Hi, my name is Rachel.
I am a recent graduate from Launch Pet season four with Alex Keoni. And I just want to say if you're all on the fence, if you're thinking about it, but not sure, just do it, do it, do it, do it. So this ad directed prospects to the sales page to join my coaching program, and this is finally where we get to a direct selling ad strategy.
We didn't start here, but because maybe these leads weren't still a hundred percent sure whether they wanted to buy from me or not, we let other people do the selling for us through user-generated content and case studies. This is really powerful because 90% of people are more likely to trust the opinions of other people than a claim that a business or business owner will make. So now that they know that we can solve their problem, they've had a taste and they want more, and now that they can start to see that, wow, this solution has really helped other people get to where they want to go, now they are ready to buy hopefully, which brings us to the final level, which is level number five, very aware in this final level, prospects are hot, this audience knows what they want and they are ready to buy.
They are just looking for a really good reason to buy right now. So selling at this level is actually pretty easy. You just have to put an irresistible offer in front of them.
Now, this is really important to know because without a good reason to buy now, people will always, always continue to put it off until later. We are inherent procrastinators. So at this level, you just need to incentivize action like this ad that we ran to my Launchpad program to highly engaged and interested leads and previous customers, right?
The hot leads, you can see how short this copy is, and even though it's high ticket, because these are hot leads, we didn't need to put a ton of copy here, and that's because this audience really doesn't need much convincing. They just need to be reminded of the big promise and the transformation and give them a little push to act now with a great offer. So you can see here that we are using time scarcity.
We're saying, Hey, doors closed this week, and once they close, you will have to wait an entire year for them to open again, which is true right now. You don't have to use time scarcity at this level if you don't want to. You could give some other form of incentive to get them to act now and not later.
And this could be a limited time discount or maybe there's a limited quantity available. Alright guys, and that is that the five levels of customer awareness and the messaging triggers that you need to consider in your ads at each level. If you want to dive even deeper into Eugene Schwartz's levels of customer awareness, I've added a link to where you can get a copy of breakthrough advertising for yourself.
And as promised, if you want help writing great hooks for your ads based on these five levels of customer awareness, make sure to grab a free copy of my hot headline guide. You can grab a copy of that in the description box below. I will see you next week with a brand new video.
Until then, I'm Alex Chow for now. All right, guys, if you enjoyed that video, make sure to check out the next one for me right here, and you can click right here to get a free gift. We just wrapped up our biggest launch of the year, our annual enrollment of my eight week copywriter coaching program, the Copy posse launchpad.
And because like me, I know you guys geek out on all things marketing and copywriting. So I thought you might want to see a behind the scenes breakdown of two of our top performing ads from that launch, including one that had an incredible 921% ROI. So let's get into it.
