In Lesson 4 of Unit One, we talked about the 5 Objectives of Sales Conversion Copy and what those objectives are. But what we need to think about now is where in terms of that is your target audience? Because you’re not always going to have to be marketing to a super cold audience just as you’re not always going to be marketing to a super hot audience.
Being able to tell what stage they’re in is going to be key in being able to write the sales copy to meet them where they are now, and then bring them to where you want them to be. So you have to know who they are, but you also have to know where they are.
So in Lesson 3, I showed you a bullseye which illustrated how the target audience needs to move through the different stages to reach the center or conversion.
In the last lesson, Lesson 4, I showed you how a funnel actually does a better job of describing how the person moves down through those levels of engagement, and those 5objectives to the sale and upsells.
So as they move deeper and deeper through the funnel, we’ve got our cold audience. We’ve got our capture, we’ve got our Connect, we’ve got Communicate, Convert, and Continuity. Alright, so obviously, the deeper and deeper into the funnel they go, the warmer and warmer they get. This lesson is going to describe the 3 Stages of Audience Mentality, what each stage looks like, and how to move them from that stage to the next one.
Let’s go ahead and talk about what that looks like.
In a perfect world, your client’s target audience would immediately convert when presented with their offer, right? Many clients have this expectation that somehow people will automatically recognize the value and buy right away. I know exactly what their pain points are, they struggle with this, this, and this. When they see this offer, they’re just gonna jump on it. Well, in a perfect world, that’s what would happen.
Unfortunately, that’s not really how it works. It hardly ever works that way, actually. So why?
Well, they don’t call it a sales process for no reason. People need to be in the right frame of mind in order for them to buy, and getting them there is a process too. There are 3 Stages of Audience Mentality. I’m going to go over what each one is, and how your sales copy can lead the audience through them and prep them for sale.
The three stages are Awake, Aware, and Action.
So the other night, I was dead asleep and suddenly woke up. It was a really restless night, I was kind of in that half-awake, half-asleep stage for a while. I knew that something was going on. I was just really uncomfortable, it woke me up. And in fact, I was in pain, but I didn’t know what was causing it. All I knew was I was awake, and I was in pain.
Have you ever tried selling something to someone who doesn’t know that they need it? Good luck, right? Trying to sell something to an audience that’s asleep doesn’t work very well. When they’re asleep, they don’t even realize they’re in pain, right?
The first step is to get them awake so that they can feel the pain. That’s why the first job of sales conversion copy is to capture the audience’s attention and wake them up to the fact that they have a problem that needs a solution. So, Awake happens here. Capture accomplishes awake, you have to bring something that will wake them up and get their attention on you so that they can begin to feel the pain. People don’t address what they don’t even realize they’re struggling with. If you don’t know you have a problem, you won’t fix it because you’re oblivious.
You write for clients who have worked hard to build businesses that offer quality products and services that solve problems and improve people’s lives. Their existing clients and customers sing their praises to the rooftops. And what they do gets results, the kind of results that grow their audiences and get them more sales and conversions. The kind of results that have them singing your praises to the rooftops.
They want to continue growing and getting their offering in front of more people, but what happens when they run out of warm audience members who are familiar with their offer and already know, like, and trust them? They have to turn to the cold audience at that point.
Marketing to a cold audience and a warm audience, however, is a very, very different process. So unlike the warm audience, a cold audience not only isn’t familiar with who the client is, but they might not even be familiar with the idea that they have a problem that needs a solution. So the first job is to wake them up. You do that by capturing their attention. Out of the Five Objectives of Sales Copy, the first objective is the one that does the trick.
Now, in this stage, you don’t have to do anything but wake them up and get their attention. They don’t have to know what the problem is yet, what’s causing it, or how to fix it during this stage of audience mentality. All they have to do is be awake.
So let’s go back to my story.
I’m laying in bed having just woken up, realizing that I am in pain. I don’t feel very well, I was so uncomfortable when I finally woke up enough to realize that I was in pain. I didn’t know what was going on. It took a minute for me to really be conscious enough to start to ask myself why. I wanted to know, you know, what’s the problem? If I didn’t know the problem, I wasn’t gonna know how to fix it. What was going on? Why am I awake? Why am I so uncomfortable?
I realized that I felt like an elephant was sitting on my chest. That was able to identify the location of the pain. When I knew where the pain was coming from, I did what all normal people do when they’re awake in the middle of the night and pain: I went to Dr. Google and googled my symptoms. As I read through what my combination of symptoms came up with, I became aware that I likely had heartburn.
So if the first stage, Awake, is just being aware, acknowledging that there’s pain, knowing there’s a problem but not knowing what it is, the second stage brings the audience to the place where they can identify exactly what they’re struggling with and what’s causing it.
Aware takes place here. In these areas, can your connection and your communication objectives. In order to bring awareness to your audience, you need to use these two objectives.
First, you will Connect with them to create some common ground by connecting with them as a person. So, “I’ve been there before, I know what you’re going through. Let me tell you how I discovered the real root of the problem.” This is a great time to tell a personal story or give an illustration.
Next, you’re going to use the Communication objective to show them exactly what the problem is, and what’s causing it. So does that make sense? So you’ll use this to get them to connect and trust with you. Let them know that they’re not alone so that they’ll listen to the communication that you’re offering on the other end about exactly what it is and what the cause is.
Now the third stage, back to my story.
Now that I knew I have heartburn, I could take action to treat it. I could go get an antacid, I could take some Pepto bismol, I could try to prop myself up to get the pressure off my chest. But until I was awake to the fact that I had pain and aware what it was what was causing it, I couldn’t take the appropriate action to resolve it.
Our target audiences go through the same thing, and if your sales copy doesn’t help them move through these stages, then they’re lost somewhere in this with no idea how to get out. You’re not doing your job if you can’t lead them through Awake, Aware, and finally, Action.
So how do we help the audience take Action? Well, you’ll use the final two objectives of the sales copy funnel here. With convert, you’re going to show the target audience exactly what the solution to their problem is. You’ll give them lots of evidence to support why it’s the solution by using testimonials, answering their questions, and guaranteeing that your solution will give them results. Continuity helps them take the next step even further by providing other ways for them to continue to grow and learn once they’ve purchased.
So in my example, I got up out of my bed, I went to the kitchen, I took a Tums. Then later, I talked to my doctor about whether or not I needed prescription medication. I didn’t I hardly ever get heartburn, but that’s the kind of journey that is a successful audience mentality journey.
So why? Why is this our job?
In my story, I woke myself up. I took the initiative to figure out what my problem was and what was causing it. I took action to solve it. Our audience can’t do that. When it comes to sales copy, it doesn’t work that way. We can’t assume anything. We can’t assume that an audience will wake itself up, we can’t assume that they will go to the right place to get the information they need to discover what their problem is and what’s causing it, and we can’t assume that they’re going to automatically identify that our clients’ offers are the solution. It’s hard.
So let me tell a story that mirrors this process for you. Alright, let’s say I couldn’t do it for myself. Let’s say I’m sleeping away, I’m super restless, I’m tossing and turning, and I don’t wake myself up. But I wake up my husband. My husband wakes up, he looks over at me. He gets ready to elbow me, and then he realizes that I’m not doing great. So he wakes me up. “Hey, are you okay? What’s going on? Are you all right?”
And I’m like, “Oh, no, I don’t feel well.”
“Oh, well, where’s the pain? Where is it? What hurts?”
“My chest. I just feel like, I feel like an elephant’s sitting on my chest.”
“Okay, okay. Well, hand me my smartphone, we will Google it. We’ll see what what symptoms that is. Oh, look. Here it says, you know, pressure and whatever the symptoms of heartburn are”.
I get it so seldom, but this great illustration for this. He could walk me through it.
“You know what, honey, I think you had pizza last night, right? Sometimes tomato sauce does it to you. I bet you have heartburn.”
“Oh, you know what, Honey, you’re right. I think I do have heartburn.”
“I’m still half asleep, so what now? What do I do about that?”
“Okay, listen, I’m gonna prop you up so that you’re not laying flat, and get the weight off of your chest. Then I’m going to go get you an antacid, okay? You say here, I’ll bring an antacid back, and you’ll be feeling better in no time.”
So he gets up takes action for me after making me aware of what the problem is and what was causing it. And he brings back the solution.
To me, that illustrates our role in terms of the target audience. We are the Jeremy who helps guide them through the whole process, giving them the exact information they need when they need it, and bringing the solution to them.
Such a good husband, and we can be good sales copywriters just like that for our clients and for their offers. This is how we get them there.
Alright, so your homework for this lesson is in your homework guide and it’s basically going to be similar to your last homework assignment where you’re going to go and find some sales copy examples. You’re going to walk through them, take them apart, and you’re going to look at them in terms of “What was this copy written for? What type of audience was this written for? Was this written for a cold audience? Was it written for a warm audience? Was it ran for a hot audience?”
So a lot of times, you’ll be able to tell based on where they’re starting with the reader. So if it’s very basic, “Hey, you might have this pain,” you’re probably dealing with a cold audience. If it’s more along the lines of a very specific issue being addressed already, they’re probably in this stage and trying to lead them towards Action. If it’s retargeting something that says, “Hey, I saw you sitting in the checkout cart, but you never bought,” then you’re looking at Action.
So you could even take some of the pieces of copy that you used in the last assignment that you did on the 5 Objectives of Sales Copy and overlay these mentalities where they belong. You’ll see it’s outlined clearly in the homework.
So go ahead, jump in and grab that. In the next lesson, we’re going to put everything together. We’re going to put the target audience, the objectives of copy, and the audience mentality levels into the sales copy funnel ecosystem, you’re going to see it all broken down in terms of a real life campaign. So I’ll see you in the next lesson.