Copywriting for the Least of Awareness Levels

Meeting your prospective customer where they are may be a cliché to many. However, too often, marketers and copywriters still don’t take into account the prospect’s state of awareness about the product or service being offered. As a result, headlines and leads completely miss the mark and fail.

In my last blog post, I shared a few reasons “Why Direct Mail Control Packages Fatigue.”

One reason that messaging — whether for direct mail or any other channel— fatigues is because you lose track of your prospective customer’s state of awareness of their problem, your solution, and where you meet them with your copy and offer.

Imagine a scale of 1 to 7 where a 1 represents that your prospect is completely unaware of any aspect of your product or service.

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