I was in the car with my 14-year-old daughter a few months ago. She was flipping through radio stations to find a song she liked, and came to a station that was playing Vogue by Madonna.
She knows who Madonna is, but had never heard the song Vogue.
She loved it. She was even impressed that I could sing along to all the words – and believe me it’s not easy as a mom to impress your 14-year-old child.
Now, there’s nothing new about Vogue – it’s – I looked this up, and I apologize for this – but this song is 28 years old. (I know. I’m sorry.)
But for my daughter it was brand new, and it had her delighted and dancing in her seat. If she heard the radio announcer say Vogue is coming up next, she would have kept flipping the stations, because that wouldn’t have meant anything to her. Her stage of awareness about that song was low.
We don’t want this to happen to you with your product or service copy. We don’t want people sailing by because your copy didn’t address their stage of awareness.
To grab attention you have to find the best entry point for your reader’s awareness before you can sell anything to your customers or clients.
In today’s video, I cover the stages of awareness and how you can address the different stages when you write your copy.
By the way, I tried singing along to a Cardi B song on the radio the other day. My daughter was far less impressed – it was almost as if she was embarrassed by me or something.
Watch the video here: https://www.youtube.com/watch?v=9XrJDQFx8ZU&t=6s