Where should you start your advertising? Google? Facebook? YouTube? Twitter?
And, what's the best campaign approach?
Today's broadcast is about paid advertising and where to start - a common question.
I'll walk you through a simple, but powerful framework pulled from the original works of Eugene Schwartz (the five stages of awareness) and "Breakthrough Advertising". (Get that book!)
* Big shoutout to my friends Justin Brooke and John Belcher over at Adskills.com for developing this very cool graphic representation of where to start your advertising campaigns and why it matters.
BREAKING NEWS: Right now, we are opening up for new clients at https://www.chaosmap.com - if you'd like to see if we can help, go visit - and click the big green button at the top right.
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Outside of technical implementation and deployments, we discuss sales funnels in terms of intent, content and messaging across the customer journey. That, along with call-to-action points and conversion opportunities.
We use the information found in his book. In it, Mr. Schwartz talks about the different levels of awareness:
1. The Most Aware: Your prospect knows your product, and only needs to know “the deal.”
2. Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him.
3. Solution-Aware: Your prospect knows the result he wants, but not that your product provides it.
4. Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution.
5. Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion.
If you are using Facebook ads for example, we'll typically develop a strategy, including ad creatives, copy, lander content and with a communication style that speaks to these different areas. Different messages at different times.
However, in today's broadcast - we're using Justin's ladder to show where to consider starting your advertising - based on the "awareness levels", budgets and company goals.
Let me know what you think!
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