This Imperfect Marketing Brief is episode 2 of 6 in a series on the Customer Awareness Journey, and we're covering Unaware Prospects today. I'll include links to the previous episodes in the resources section below!
Unaware Prospects are one of the hardest groups to market to. They are not impossible to reach, but you must make them aware of their problem before selling to them.
The good news is that you CAN create content that moves them further along their awareness journey.
I am a massive fan of Jamie Trull, and I attended one of her webinars focusing on tax tips and how to save on your taxes. Towards the end of the webinar, she showed her attendees that taxes aren't the problem. Instead, profitability will help you make more money over time. It helped shift her audience's mindset!
Many small business owners in attendance thought they weren't making enough money because of taxes. However, it was really about profitability. So she worked that shift in their mindset and then shared how she could help. It was quite brilliant!
How can you shift your prospects' mindset to become aware of their problem?
Resources:
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