Episode C3.008 Identify New Users for Existing Offer

By Charles George
IBGR - RESULTS Radio Network. Everything a business owner needs to start, grow or exit a business. Come grow with us.

Show Objectives
How to reach new customers to grow your business, increase your prospect and customer base. 
Today, we are going to be talking about the level of customer awareness affects your marketing to prospects and your message. 

​3 Components to Marketing - 
Your Audience, 
Your Message 
Your Offer 

How the level of customer awareness
To teach you how to identify the level of customer awareness for your products and services
How the level of customer awareness affects the ad copy, how you present the offers, and the audiences lists you target. 
How to scale your business by targeting potential customers in all 5 of the customer awareness levels?  

We are going to need to know: 
Metrics we need know before we start scaling a business. 

How much money it costs to acquire a new lead? What is a lead, email opt-in, a message or inquiry ot a business, or it can be a phone call. 
How much a lead is worth to the business? 
How much money it costs to acquire a new customer
And how much a customer is worth to the business (3,6, 9,12 and ltv) 
The value of each email sent. 


Key Issues- Segment 2

Marketings  3 Components  
Your Audience- Who you are targeting.  
Your Message - What you are going to say in your advertising...your copy, the words you use, etc. 
Your Offer - What is the value proposition that you are offering.. What is the product or service that your ar promoting? 
Eugene Schwartz in his book Breakthrough Advertising published in the 1950s was the first person to talk about the levels of customer awareness.

Levels of customer awareness. 
Most Aware- 
Product Aware - 
Solution Aware - 
Problem Aware - 
Unaware - 
We know we have a good offer, the variables are the lists we go after and the message we use to that list.  

What You Need to Know- Segment 3
Customer Journey compared to the level of awareness- The further down the customer awareness then the longer the sale cycle. 

Customer Journey  Suspect-Prospect, First Time Buyer, Multi Buyer, Loyal Customer, Adovcate

Most Aware-   People on the verge of making a decision. They can also be your best customers -- Products we can offer higher -  Smaller market- easier to sell to. 

Product Aware -  People who are aware of the products/services available to solve 

Solution Aware - People who are actively looking for solutions to fix their problem.

Problem Aware -  People who are aware of the problem, but do not know which solutions are available. 

Unaware -  Suspects- People that are unaware they even have a problem, -longer sales cycle - Largest opportunity to acquire new customers. Sell lower-priced point products 

Types of products to offer to each buying cycle
How to maximize revenue by targeting each customer level. 
Lead times, sales cycles,  and types of lists
People who are interested in investing money, who are interested in gardening. 
How do you know which list to go after? Remember the episode on understanding your customers. 

What You Need to Do​- Segment 4 
Types of messages for each level of customer awareness 
The Rule of One- All ads need to focus on one big idea, one core emotion, one primary benefit, one primary way to respond.  
Direct vs Indirect message 

Most Aware- 
Offers- The First and Only Cook Book, I’ve Ever Recommended,  
Get 12 Months of The Roar Newsletter for High-Growth Entrepreneurs for just $67.    
Invitation - Your Invited to Join This Exclusive Club for Home Gardners 
Product Aware 
Promise leads - An Easy Way to Increase the Size of your Email list

Solution Aware - 
Problem -Solution leads - Do You Realize a Dripping Faucet Can Be Indicative Of A More Serious Problem in Your Home? 
Do you Realize That Neglecting to Build Your Email List Can Be Detrimental To Your Business Growth? 
Does Your Snoring Keep Your Partner Awake at Night? 

Problem Aware -  We are leading with the problem
Secrets - 5 Secrets to Increase Your Home Schooled Child’s Attention Span During COVID

Unaware  - 
Predictions - By August of 2021, How The Elimantion of This One Piece of Code Will Change the Internet Forever.
Stories. 
The Wall Street Journal Ad- 
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college,. 
They Laughed When I Sat Down at The Piano, But When I Started to Play


Shows
Previous: Episode C3.007 Opportunities to Increase Share of Wallet with best Customers  
 
Next: Episode C3.009 Balance Between Selling to the New and Servicing the Old

Written by Charles George

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