Not all customers are created equal. Your prospects will respond to different types of sales message and buy based on the message that resonated with them. It is not one-size-fit-all. You have to know the exact message to speak to attract the right people to you. And that is our focus today in this episode. (00:00): Hey, everyone. Welcome back to another episode of Internet Profits Blueprint podcast. I am Lik Foon. And today I want to help you to identify the level of awareness of your audience, of your prospects, so that you know what to say to them and how to say it right, to get them to want to buy your offer. (00:19): There is this book called Breakthrough Advertising by Eugene Schwartz, an all time classic marketing book published in I think 1960 or so, and is said to be a must read for all marketers and business owners. I never read this book. It is not an easy read, but I learned most of the concepts inside the book from different marketers. So many marketing lessons from that book. But I think there is one concept that every marketer and business owner should know, because it helps in our sales message to speak to the right audience, with the right message. (01:04): And you have to know what to speak and how to speak it right to attract your target audience from different level, whether it's in your sales video, sales copy or live presentation, because not all of them will respond to the same sales message. So in the book, Eugene Schwartz said, basically your target audience or prospects is categorized into three different levels. And for each level of prospect, you have to speak to them differently. The first level of people is people who he called problem aware. Problem aware means they are aware of the problem they are currently dealing with, but they have no idea what to do with it. Or if it is even possible to get the problem solved. (01:57): For this type of prospects, your sales message, your headline, your title, or your sales copy wants to always focus on the problem. You want to emphasize the problem and getting them to realize that it is not okay to live with the problem and that your product or service is the solution to the problem. A good example to this would be before Uber was invented. So before Uber was invented, people were getting sick and tired of the problem with taxi and inconvenience to find one during peak hours. They are frustrated with the problem, but they didn't know it is even possible to solve the problem. So they just live with it. And then when Uber came, it is very easy for Uber to switching people over. They just need to emphasize the problem of taxi and the inconvenience, and then position themselves as the only solution to the problem. And then, and that's how Uber became Uber. So that's the first level: problem aware. (03:21): The second level of prospects are what we call the solution aware. These are people who are now aware of the problem they are going through, and they know the solution to it as well. They know the problem with taxi and they know e-hailing is the solution, but they're just, haven't quite sold on the idea of e-hailing. They are still skeptical of the solution. They know the problem of working for someone else, and they knwo the solution is to quit their nine to five and start their own business. But they're just not really sure if they really want to quit their job. So for this group of people who are aware of the solution, but just haven't really buy to it, your sales message wants to focus on the desire, the desire comes from the solution. It is convenient. It is fast. You don't have to wait... And what you're trying to do here is to paint the beautiful picture in their mind on what this solution can bring to them. And that's number two, the solution aware. (04:30): And the last group of your prospects are people who are product aware. They know the problem, they are sold on the solution, they believe in it now, but now there still can't decide which product which brand should they use. They're not sure if they want to use Uber or use Grab or other e-hailing company. They know the problem of working for someone else, they know the solution is to quit their nine to five, but they don't know if they should start an online business, run a retail business or open a bakery shop. These people are actually the easiest sales because they are totally sold on the idea, the solution and everything else. They just need to decide which to buy or use. And it is really easy to talk them into buying your product. (05:23): For this group of people, your sales message simply focus on your product or your brand. You just talk about your product, your brand, and how it is different as well as other benefits, and then some of them will just buy immediately. It is not hard to get them to buy. And this is also our favorite group of people to sell to, the product aware. And there go. The three types of prospects and different ways to speak to them. (05:51): So I think the conclusion is, you have to speak to your prospects based on their level of awareness: either product aware, solution aware, or problem aware. Because each level of prospects will respond to different types of sales message. And if you are not speaking at their level, they will never get sold on your thing. It is about putting the right sales message in front of the right people at the right time. And that's it. (06:21): All right, with that said, hope you are taking notes and listen to this again if you need to, because this is an important lesson for you. All right. Talk to you again.