The invisible "awareness funnel" that drives DTC brands email revenue
One big mistake I see everywhere is brands treating every customer the same way, delivering them the same message.
The truth is, every customer is different. They are all on a different journey.
And the most important question you have to ask yourself while crafting any marketing message ( emails or ads) is:
“How much my audience knows?”
You see, people react differently, depending on how much they know…
Most never ask themselves this question and they just end up speaking at a wall and wonder why they hear *crickets*
The key lesson here is : The more aware the consumer is, the more likely they are to buy
So how does this apply to your brand?
In a few minutes, I’ll tell you exactly how you can apply this to any brand
But before I do, you have to understand something really important...
There are only 5 levels where your customer’s awareness level can reside.
Having an understanding of these 5 levels and knowing how to elevate your customer awareness level will help you skyrocket your sales
Step 1) Find out “how much they know”
There are 5 levels of awareness :
Level 1 : Unaware: The customer doesn’t know they have a problem or that they need a solution.
Level 2 : Problem Aware: The customer know they have a problem (but isn’t aware of the solution )
Level 3 : Solution Aware : The customer is aware of the problem and the solution
Level 4 : Product Aware : The prospect knows you and your competitors product, they want what your product does, but they are on the fence.
Level 5 : Most Aware : The customer knows your product—knows what it does—knows he wants it. At this point, he just hasn’t gotten around to buying it yet.
Step 2) Now, choosing the right message.
If they just arrived on your email list, and they are going through your Welcome Email series, they are probably on Level 2.
Now that you know this, the sole purpose of the Welcome Serie should be to elevate their awareness level
How do you do this?
You have to understand that each level of awareness has it’s very own objections.
Let’s say you are selling CBD, if someone enters your Welcome Flow and is on level 2-3, his objections/ questions will be :
“What does CBD even do?”
“Is CBD dangerous?”
“Will CBD make me feel groggy?”
“Is CBD a drug?”
“Why should I buy from you?”
The purpose of the Welcome Series is to sell them on
1) The benefits of CBD ( Why CBD is the solution they were looking for )
2) Your Brand ( What is your Unique selling proposition? )
3) One of your products ( Why this product is better / more efficient for their problem)
Let’s say you successfully created a welcome series that elevated the awareness level of the customer from level 2 ( problem aware ) to level 4 ( Product aware ) now what do you do?
You want to repeat the exact same steps
Brainstorm objections for level 4
Knowing that the customer is on level 4 ( Product aware ), what are some of the common objections they can possibly have ?
If you are selling CBD, the common objections for level 4 will be :
“Will it work for me?”
“Is there any guarantees?”
“How is your CBD better than your competitor?”
So every email that you will write will answer those objections, that’s how you move them from level 4 ( “maybe I want this product but I’m not sure it is for me”) to level 5 ( “ I know this product is for me, I want to buy it” )
When people get on level 5, they either already bought your product or they just want to find the right moment to buy it
When they are on this level, you just have to inject a little bit of scarcity / urgency and throw them a discount
