Eugene Schwartz’ 5 Levels of Awareness Explained In Plain English Part 2 [Copywriting Guides]

In part 2 of this mini series on Schwartz’ awareness levels, we’re going for the fully aware audience (read part 1 here).

But what does being fully aware mean? There’s a huge problem with this in that the audience may well be fully aware (or most aware as Schwartz calls it), but still have no desire for the solution they’re aware of (let alone a problem that the solution could fix).

This means we could be wasting our time (and precious words) on a pointless audience.

So unless we know who we’re trying to attract, it makes no difference what their awareness level is. Ha!

How would you even go about discovering who is aware though? It doesn’t matter provided you’re using paid, targeted ads (as Schwartz was back in the 60s with direct mail and long form ads).

It’s the same today with PPC (using keywords) and social media ads (using interests, custom audiences, lookalike audiences, and retargeting). We can be relatively certain that the majority of the audiences we target are the people we want.

Here’s something not many people understand about business though. Unless you can make a profit from advertising (or you happened to hit upon a unicorn idea – i.e., something that went massively viral for free), everything you do is in the lap of the gods.

Some days, you’ll earn enough to keep the wolf from the door, other days, you’ll have to let the wolf in and hide for a bit.

But there is a way out of this. And that is to hunt out every possible client or customer you can find – one at a time. Check they’re the right people (by researching them). Then contact them personally.

You’ll appreciate that this is costly in terms of time, so you’ll need to factor that in.

Over time, you’ll discover how many days it takes you to pick up a client. However long that is, becomes your research cost (and later you’ll get a feeling for your customer churn rate as well – how long they remain a client).

There’s a bonus for knowing this. You can apply it to the work you do for your new clients – and charge for it (e.g., “Want new customers? I know how to find and convert them. Let me help you with that”).

Now imagine trying that with a so-called “unaware” audience (the other end of Schwartz’ scale). They not only have no idea what you’re talking about, they also have no need for it, and certainly no desire to even hear about it.

That’s where we’re going with part 3 (click here).

PS. If you want some homework, write a 50 word ad for a fully aware audience who have no interest or desire in hiring you or anyone else as a copywriter (but they do run a business, and they do want more customers). Think about why they might not want a copywriter, and then use your words to handle that. What’s it going to take to persuade them they not only need a copywriter, but that copywriter must be you.

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awareness, eugene, schwartz


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