Do you know the 1 question that can double the success of your sales copy (and it’s all sales copy)?
“What does my prospect already know?”
Prospects can be anywhere on this continuum:
Unaware 👉 Problem Aware 👉 Solution Aware 👉 Product Aware 👉 Most Aware
Knowing this matters because it determines how you headline and hook your prospect.
Unaware? Doesn’t know you, your product, that a product like yours exists, or even that he has a specific problem.
Headline/Hook: Start before the problem but with an indirect approach. This takes finesse. Something like “The Tale of Two Young Men” from the famous WSJ ad.
Problem Aware? Knows the frustration of the problem he is trying to solve, but not that a solution exists.
Headline?Hook: Start with the problem and sympathize. Show him you not only know the problem, but also the frustration and pain the problem is causing.
Solution Aware? Doesn’t know about your product but suspects there is something out there similar to what you sell that can solve the problem. He’s just not sure what it is.
Headline/Hook: Start with the solution. First, convince him that you understand what he wants and needs. Then, show him your product can get him that outcome.
Product Aware? Knows he has a problem, and your product can likely solve it but just not sure your product is right for him.
Headline/Hook: Start with the product. Prove you can do what you say you’ll do.
Most Aware? Knows you, has already bought from you, and is happy.
Headline/Hook: Direct approach. 𝖳𝗁is guy is an Apple fanboy. He only need the “deal.”
When you sit down to write your sales copy ( and isn’t all sales copy), first ask yourself what your prospect already knows.
Then use that answer to inform your headline and hook.
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