The Easiest Sale You’ll Ever Make?
Today we’re talking about how to write a headline, a social media post, or an ad for a “very aware” prospect. This is the easiest sale you’ll ever make. (You’ll see why in just a second.) And it’s all based on your prospect’s awareness level.
I’m not (necessarily) trying to make you a professional sales copywriter here, but this video will help you with your social media posts, presentations, and your personal conversations with people.
First, there are three vital things you’ve got to know about your prospect:
- Their desire (what is motivating them)
- Their awareness level (how much do they know about your product and products like yours)
- Their sophistication level (how many similar products they have been told about before)
The 5 Stages of Awareness
Each prospect is going to be in one of the 5 Stages of Awareness: very aware, product aware, solution aware, problem aware, and unaware.
(This is a framework popularized by Eugene Schwartz back in 1966 in his book called Breakthrough Advertising.)
And I use this to decide what to present to our prospects. What to say and how to say it. I also use this framework in other ways too.
For example, I use it to decide what to train on for my YouTube channel.
I even use it in my communications (with family, friends, prospects, everybody). When I’m talking to people, I’m asking myself, “Are they focused on problems, solutions, or products?”
Very Aware Prospect
The very aware prospect typically knows the product, knows what it does, and knows they want it, but just haven’t gotten around to buying it yet.
An example of this might be an Apple iPhone lover. You know their products, you love their products, you’ve bought them in the past… and now yours has a cracked screen. You know all about the new version, and you know you want to get it, but just haven’t made it down to the store to buy it yet.
Crafting a Social Media Post (or an Ad) for the Very Aware Prospect
When crafting something for the very aware prospect, you should include the following in your headline:
- Name of the product
- Discount price (or special deal)
- Limited time (reason to act now)
That’s what you put in the headline. You don’t ever use this on any of the other awareness levels — only this one — for prospects that already know (and love) your stuff.
Sidebar: Why NWM companies don’t do this for their reps (who are VERY AWARE of their products) is a mystery to me. They’re leaving so much money on the table! But I digress…
In the body of your social media post (or wherever you’re doing this), you should include:
- An aesthetic (beautiful, stylish) image of the product
- A quick summary of its most desirable points
- A coupon or link to get the limited time discount
It doesn’t have to be a lot. It’s just a nudge to get people to act.
Example
Perfect glass bottle, 20% off sale, limited time, save 20%.
Great for water, oils, milk, salad dressing, etc. 34-oz stylish durable high-quality glass, food grade
Sell price ends this Saturday while inventory lasts
If you’ve got a downline (a team of network marketers you’re leading), know that they are very aware! So make sure you do this style of promotion (to them) all the time. At least once a week, if not twice.
One Exception: the Jaded Prospect
Jaded has to do with somebody that has failed too many times. Their awareness is very high, and they don’t believe anything anymore. (I’ll talk about this in a separate article.)
Conclusion
Promoting to a “Very Aware” prospect is pretty simple, eh? No need to overcomplicate it.
Coming up next, I’m going to cover how to write headlines and ads for prospects in the other categories. In the mean time, you can join our Telegram group, where I respond to your comments and questions directly.
