Stop talking to everyone the same way.

If your messaging isn’t converting, this framework might explain why.

Hey, it’s Patrick.

So, if creative is the new targeting, how do you make sure you’re targeting the right people?

You do it by crafting messaging that meets customers exactly where they are.

Stop talking to everyone the same way. A person who has never heard of you needs a different message than someone who is ready to buy.

Here’s the framework we use for this. It’s called the 5 Levels of Awareness.

Unaware: They don’t even know they have a problem. Your job is to call out a big, surprising shift in the world that gets their attention.
Problem-Aware: They feel the pain, but they don’t know there’s a solution. Your job is to articulate their problem better than they can themselves.
Solution-Aware: They know there are solutions, but they don’t know about yours. Your job is to introduce a “new way” of solving the problem.
Product-Aware: They know about your product, but they’re not sure if it’s right for them. Your job is to show them how your product delivers the “new way” perfectly.
Most-Aware: They know and trust you; they just need a reason to buy now. This is where you make the offer.

This week, I want you to map this out.

What’s the one key message you need to deliver at each of these five stages?

This is how you build a creative strategy that speaks to everyone, at the right time, in the right way.

Talk soon,

Patrick O’Driscoll