How to SELL to a Product-Aware Prospect

Today’s training is all about what to do when a prospect knows of your product or business but doesn’t yet want it. In other words, they’re unsure and not quite ready to buy.

I’ll explain the different levels of awareness and how to use them to your advantage when creating an ad. I’ll also give you a framework for creating an effective ad or social media post that will convince the prospect to buy your product.

Awareness Levels

When it comes to creating an ad, it’s important to consider the different levels of awareness that a prospect may have. There are three levels of awareness:

• Very aware: The prospect is loyal to your brand and all you need to do is name the product, put the price in there, and list the most desirable points.
• Product aware: The prospect knows of the product, but doesn’t want it yet.  
• Unaware: The prospect has no knowledge of your product.

The Product Aware Prospect 

This person isn’t fully aware of all your product does or isn’t convinced of how well it does something. Or, hasn’t been made aware of how much better the product is now, meaning, maybe there was an update like an upgrade or a new ingredient added, etc. 

Make sure that you really pay attention to those three words in bold:

• All your product does 

• How well it does something 

• Update

These aspects of your product are important to be aware of because this is what you’ll choose from when you write your ad or social media post. 

Product-Aware prospects need a little bit more convincing, a little bit more differentiation. And what do I mean by differentiation? Maybe your prospect is looking at a similar product. You need to show what makes your product different, superior, and better than the others. 

Creating an Effective Ad For Product-Aware Prospects

This is the framework you’ll want to follow when creating an ad for a prospect who is product aware:

• Display the name of the product in the headline or include a large picture of the product.
• Point out its superiority in the headline.
• Elaborate on that superiority in the body of the ad, including visualization, documentation, and the mechanism that makes it work.

And what do I mean by mechanism? It’s the means by which an effect is produced or purpose is accomplished. A few examples of this might be: If you offer a weight loss product, perhaps you give away a meal plan cheat sheet. Or, maybe it’s a cool feature of a product that makes it easier to use, like a cap and straw on a water bottle that is easy to open and close.  

Sometimes it’s those mechanisms that differentiate one product from another, so that’s why it’s so important to include this in your ad. 

Example

For example, if you are selling a weight loss program, your headline could be something like, “Most Effective Weight Loss Program”. 

In the body of the ad, you could include before and after pictures, elaborate on the product’s superiority, and explain the mechanism of how it works. And the purpose of this section of your ad is to create a person to desire it. 

Conclusion

The key to writing an effective social media post for a product-aware prospect is differentiation. 

You have to show how and why your product is superior to other products they are aware of. Your ad must create desire so they chose what you offer over everything else. 

When you understand the different levels of awareness and use the framework provided, you can create an effective ad that will convince the prospect to buy your product.

In future episodes, I’m going to teach you how to create ads for the unaware prospect.  In the meantime, you can join our Telegram group, where I respond to your comments and questions directly.