What is the most important question to ask when building a new marketing campaign?
Hint – it’s not “what am I selling?” or “features and benefits.” Yes, these are critical questions that need answering. But as a marketer, the most important question to ask is, “who are my customers and how aware are they of the problems I’m trying to fix?” Only then can you create messaging that will most likely generate the greatest results.
In today’s episode, Tom Meridith sits down with Ralph Burns, Aaron Crocker, and Rachel Hoxmeier to discuss ad traffic levels and how marketers can use the “5 levels of customer awareness” to create successful marketing campaigns.
IN THIS EPISODE, YOU’LL LEARN:
00:54 Ad traffic levels: the foundation of all marketing campaigns
02:50 The 5 levels of customer awareness
05:04 How to engage with prospects at different levels of awareness
07:53 Empathy is a marketer’s most important trait
11:10 Customer problems are markets, and solutions are products
13:37 Target specific markets with customized ads
15:45 Before you sell, understand the 5 levels of awareness
18:10 The two main types of messaging in every ad copy
23:20 How to target “Solution Aware” customers
27:00 How to present the benefits and uniqueness of your product
30:00 Elements that make your marketing claims more believable
33:46 Ways to communicate the value of your product
37:09 Hardest level in the 5 levels of traffic
40:50 The 5 levels of awareness in one piece of messaging
43:50 The basics of awareness-level copywriting
45:21 Understanding the levels of customer intent
48:41 Marketing success is all about trial and error
51:30 What is a Trojan Horse video?
56:00 What to do with a non-performing ad
58:10 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
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Breakthrough Advertising by Eugene M. Schwartz