Most small professional services businesses focus on telling people who know nothing about them, or what they do, why they need to buy from them. That’s why so many businesses say that their marketing is ineffective. Customers go through 5 stages of awareness when buying a product:
- Unaware: A person doesn’t know they have a problem that needs fixing.
- Problem Aware/Pain Aware: A person knows they have a problem, but doesn’t know there are solutions to that problem.
- Solution Aware: A person knows there are solutions, but hasn’t chosen one and doesn’t know about your product.
- Product Aware: A person knows about your product, but isn’t totally sure it solves their problem.
- Most Aware: A person knows a lot about your product. They are on the cusp of buying but need to know the specifics.
Most people think you need to focus on people who are unaware to get more leads. In fact, people move from step 2 to 5 fairly quickly. So, an easier and more effective way to attract leads is to focus on the people who are already aware they have a problem that needs resolving. You can then educate them through the other stages of awareness, much easier and quicker.
You can do this by leading with empathetic attraction, showing customers who are aware of their problem that you see, hear and understand them. Then, present a solution to their problem and make your offer to them.
You might think you’re already doing this but many businesses I work with are making two big mistakes; firstly, they’re telling people they need to buy their product, so starting at unaware. Secondly, they’re focusing on what they can do to solve the problem, starting at product aware, not focusing on what the customer wants to achieve.
Look again at your messaging from your customer’s point of view. What stages are you taking them through? You can use a social network like LinkedIn to share content that will guide your prospective customers through these stages.
Simon Batchelar is a marketing mentor and the co-founder at Better Bolder Braver, who provide marketing training and support that empowers coaches to attract Better clients, build a Bolder offer and be Braver with prices, planning and purpose.
Simon led a Bite-sized Learning for Brighton Chamber on using LinkedIn to generate genuine leads. To find more training and business support, head over to the Brighton Chamber events calendar.
If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk