Internet Marketing and Entrepreneurship with Miles
Business:Management & Marketing
Learn the digital marketing angles to implement the most powerful ideas from Eugene Schwartz's famous book "Breakthrough Advertising!"
Understanding the state of awareness of your target prospect is key to creating an advertisement and a landing page that will get the prospect to take the action you desire.
If you're using a marketing funnel that is for an advanced state of awareness but your audience you're targeting on Facebook is for a unaware state of awareness… You're going to have a huge marketing problem!
For Gene Schwartz in the breakthrough advertising days, The feedback loop to learn all of this was literally months because he was doing all of this work through direct mail.
In this day and age, we have the benefit of using Internet marketing and pay per click marketing such as Facebook advertising in order to accomplish the same goal that Eugene Schwartz accomplished in a much shorter period of time.
With that said, it's incredibly important to keep in mind the truths that Eugene Schwartz uncovered and documented in his breakthrough advertising book. Mainly the states of prospect awareness.
In the world of Internet marketing, we often talk about traffic in terms of cold, warm, hot. Although this is true it misses a couple of the key psychological triggers that people have within each of these traffic temperatures.
This is where the concept of the states of prospect awareness come into play.
Prospects are in a range of completely unaware to most aware. In between these we have solution aware, product aware, and problem aware.
Is not only important to craft your marketing messages in a way that connects with the prospects state of awareness, but it's also best to use an advertising channel that most reflects the destination a prospect will go to as they are researching the problem or solution.
For example, a prospect to his problem aware will generally go to Google and search for solutions to their problem in order to bridge the gap from problem aware to solution aware.
A prospect who is most aware will probably be looking for a deal and if you re-target this prospect through Facebook advertising with a coupon code you have a very high likelihood of converting that prospect into a customer.
This is why I prefer to build a content rich business that has a strong search engine optimized presence in addition to running paid Facebook ads directly to my marketing funnel.
Each medium meets the prospect at their individual level of awareness and assists that prospect in bridging the gap to the next level of awareness. By blending organic Google search results and pay per click ads I'm able to educate the prospects on the problems and solutions while following up with them for long enough to make sure I'm able to close the sale..
You also create a situation where you are "showing up everywhere" which boosts your company and products perception in the mind of your prospect.
This is a very deep marketing concept that is important for you to understand fully so you can craft your marketing messages, your Facebook advertisements, and your education-based marketing funnels in a way that will create the maximum results for the least effort and ad spend possible.
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