A lot of entrepreneurs are in the problem-solving business: we help people do the things that will make life better. We solve the problems they know they have and sometimes, the problems they don’t. Are you helping your customers solve the problems they know about, or are you trying too soon to fix a problem they don’t know they have?
You understand that your product or service can solve someone’s problem. The question is: does your customer understand that, too? You can’t fix someone’s problem for them if they don’t know they have it. (A quick and easy example: I’m not currently in the market for termite services, but if you came to my house and showed me proof of termite damage, I’d suddenly BE in the market for those services. You’ve got to help me see the problem before I’m willing to pay for the solution.)
There are five basic levels of awareness that your customers have when it comes to their problems. Your job is to meet them at their current level and help them move toward the higher ones. I’ll use the example of a brick and mortar shop owner without a website as our sample customer.
Level 1: Ignorance isn’t Bliss
At this stage, your customer doesn’t know there’s a problem, at all. He’s a local toy store owner who is making occasional sales from customers who walk in off the street, and he thinks that’s pretty good! What more does he need? Nothing, as far as he’s concerned.
Level 2: Tip of the Iceberg
At this stage, your customer knows he has a problem, but has NO idea how to fix it. He probably thinks something like, “I’m not making enough sales to keep paying my rent on this shop.” So he realizes that he should be making more sales, but he isn’t sure how to go about doing that.
Level 3: Basic Awareness
At this stage, your customer knows that there might be options out there to solve his problem. He has seen other business owners employ sign wavers outside their shops, and he thinks maybe he should do that. He has also considered that maybe he needs a website like the store owner next door. He knows he has options, but he can’t connect those options to specific goals or results.
Level 4: Moving toward Choice
At this stage, your customer knows that if he had a website he could probably make more sales, but he isn’t sure the best way to do that. Should he hire someone to build it for him, or attempt a DIY solution? The choices are overwhelming, even though he already has an idea of a path to pursue.
Level 5: Solution-Ready
At this stage, your customer knows that he needs a website, and that you’re the best person to build it for him. He has already done research and has followed you on social media or visited your website so that he understands the credibility you bring to the table. At this stage he is ready to buy, and all you have to do is offer him something to purchase.
When you create a piece of content, like a blog post or email newsletter, you need to first think about the level of awareness your prospective customer has when he’s reading that content. Write the content to move him from one level up to the next, so that you can guide him on the path that will eventually lead to buying from you.
When you’re building your website or other platform, you should have content that appeals to your audience at the first four levels, because you never know someone’s level of awareness when they first come into contact with your work. As you grow your business, you can build sales funnels that start at each level (1-4), and move the customer up to level 5 with carefully crafted content.
Need a reminder? Download this free graphic to help you remember to move your audience through the levels! Just click on the image to save it to your computer:
Are most of your customers coming to you at one specific level? How can you create content that will help them advance to the next one?
If you’d like to improve YOUR content marketing and speak to people at all levels of awareness, join us in June as we read Epic Content Marketing in the Small Biz Book Club! Throughout the month you’ll learn how to create content that meets your customers where they are and moves them through your sales cycle. Sign up below to join us in the club!