The Step By Step Process To Determine Which Awareness Level You Should Target
Step 1: Ask yourself this question first.
What's your experience level in this niche? (i.e. are you advanced, intermediate, or beginner).
And based on your answers here's how you'd could make a quick and easy choice:
- Advanced: Target prospects at awareness levels 1 and 2 (Most Aware & Product Aware).
- Intermediate: Target prospects at awareness levels 3 and 4 (Solution Aware & Product Aware)
- Beginner: Target prospects at awareness level 4 and 5 (Problem Aware and Completely Unaware).
If you want to make a more informed decision based on where the bulk of your target audience are on the awareness scale you can also ask yourself the following questions....
Step 2: And Ask These Questions For A More Advanced Choice.
Q1: What's the one big PROMISE you're making to your target audience?
i.e. the end benefit your products / solutions will get them.
Such as “quit job” or “lose 20lbs” or “have a greener lawn”.
Q2: What are the big promises and claims your competitors are making?
i.e. the common themes / promises / claims.
For example in the online marketing niche the following claims are rampant...
“How To Make Money Online Even If You Have No Website, No Money, No Tech Skills, No Experience, And No List”
In the weight loss space you constantly hear things like...
“Finally The Secret Way To Lose Weight That Works Even For People Who Have Tried All Other Diet & Exercise Plans With No Results”
Answering these questions will give you some clarity on where your current message stands on the awareness scale, the awareness level your competitors are targeting, and where the bulk of your target audience are on the scale.
Now based on this research and the answers to these questions you can make an informed decision...
Step 3: Choose The Segment That Makes The Most Sense
Once you know your own positioning in the niche, who you're currently targeting based on awareness, the messages and promises your competition is making and you can choose, if you wish, to target a completely different segment from the masses.
Or simply craft a more attractive message (more advanced or less sophisticated) for the biggest segment of your target audience that they won't hear anywhere else.
Remember; there's no right or wrong choice. Your target market are made up of people in EVERY section of the awareness scale and it's up to you which you target.
You can decide on which segment is the biggest (lower down on the scale), which better fits your brand / experience / knowledge / business, or where you see the most opportunity (because your competitors are not targeting this segment).
And look even if you don't get your choice right first time you'll quickly know because your message won't resonate with your audience and you'll be able to try with a new message that's more advanced or less sophisticated.
I see where being new my target audience would be in the similar shape I’m in. The funny thing is that even as my experience with the topic grows, my awareness level will change and I will be able write a little bit in the upper awareness areas as well.
That leads me to wonder...if we can target all the awareness levels with our websites...sort of break it down by categories...just a thought.
Great training.
Bob