When you’re learning how to use Facebook Ads, one of the biggest rules you learn is to really define your audience. You need to really know who you’re targeting and who your ideal customer is. While this is very important, this often wholly replaces the other important thing you need to keep in mind. Once you find that sweet audience that you think performs best, and reacts to your ads, a good way to start scaling and optimizing your campaigns is finding out on what level of your customers are in their buying journey. What good is it if most of your audience is warm but your message is completely wrong? Your targeting may be on point but your audience may not even know if they have that problem that you’re solving with your product or service. This is why you carefully craft your message (ad copy, video, ad creative) on top of your targeting.
For those unfamiliar, here’s a cycle of the customer awareness cycle. Do you know on what step your audience is on when you’re targeting? Always ask yourself, what state of awareness is my customer on? This is super important, especially if you are a new brand or business.
Eugene Schwartz tackled this in Breakthrough Advertising back in 1966. Schwartz broke down prospect awareness into five distinct phases:
- The Most Aware: Your prospect knows your product, and only needs to know “the deal.”
- Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him.
- Solution-Aware: Your prospect knows the result he wants, but not that your product provides it.
- Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution.
- Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion.
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