When it comes to communicating with your audience, it’s easy to fall into the trap of talking to everybody – you end up talking to nobody.
Here is an interesting framework by Eugene Schwartz.
It helps you understand what copy to write for an audience depending on its level of awareness:
Level #1. Completely Unaware
How to communicate: Through stories and secrets related to the problems you are solving.
Level #2. Problem-Aware (they know they have a problem)
How to communicate: Through benefits and anxieties related to the problems you are solving.
Level #3. Solution-Aware (they need a solution)
How to communicate: Through claims and proof related to your solution.
Level #4. Product-Aware (they know about your product)
How to communicate: Through discounts and deals.
Level #5. The Most Aware (your loyal audience)
How to communicate: Through products, prices, upsells, cross-sells, etc.
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