hey miles Becker here miles Becker calm
and in this video we're gonna talk about
the awareness of your prospects we're
gonna look at an idea that's really
powerful it comes from Eugene Schwartz
in his breakthrough advertising book
which is unfortunately out of print and
if you search amazon for it it's like
500 or 600 dollars for a copy but it's
an absolutely brilliant book that was
written in the 40s and it covers a lot
of powerful marketing ideas specifically
one of them being the awareness level of
your prospects because as prospects have
different awareness of the problems or
the solutions we need to engage them
with different ads with different
headlines with different content with
different educational based material to
help them move to that next step of
awareness now you may have heard the
concept of hot traffic versus warm
traffic versus cold traffic before
that's kind of one of the internet
marketing ways of trying to really melt
this down into a bite-size idea cold
being someone who doesn't know who you
someone who's kind of got an idea of who
you are maybe they've been to your blog
before and hot being someone who's
already purchased from you in the past
or they're on your email list now we
take this one step further based on
Eugene Schwartz's concepts because it's
really important to understand where all
of this comes from this is like the the
genesis moment of this concept because
Jean Schwartz wrote it out the first
time so the first phase and there's five
phases of product or excuse me of
prospect awareness and the first phase
is completely unaware at this phase this
is the coldest of cold and this is when
the individual has no idea who you are
no idea what your problem what your
solution is they don't even know that
they have a problem at this phase
they're just bumbling along in their
life having a good old time right this
could be anything it could be the person
who's 15 pounds overweight and they
think that's normal
this could be the person who's been
running a business for 15 years they're
not doing any marketing online at all
they think everything is going fine in
their business right now they don't they
don't know about social media marketing
or SEO if that's what you do they don't
care it could be someone who thinks
life's good
they don't have any desire or hope or
need for meditation at all they don't
know what meditation is they've heard it
they just don't care like they don't
feel like there's any fulfillment for
them in it they don't feel like they
have a need in their life for it these
are the most difficult people to reach
out to at this point in time this is the
most difficult segment of an audience
the kind of opposite side of that coin
this is by far the most valuable market
for you because it's the biggest market
for you but here's kind of the trick
this is not the low-hanging fruit this
takes the most effort and most energy
because you need to move them through
the different phases luckily in this day
and age we do have some cool
interruption marketing tools such as
Facebook pay-per-click advertising and
through this what you would do in this
phase is you're planting seeds of
thought in the prospects mind at this
point you're getting them to start to
think a little bit differently and your
advertisement could be just a video ad
that has an idea have you ever
considered or did you know that let's
say for the golf industry right so most
golfers don't realize that the game of
golf and the action moving of the spine
in a golf swing is terrible for a
golfers back most people are completely
unaware of this they know that they've
got a slice they know that they've got a
hook they know that their game sucks
they know that their friends are better
than them and that's really all they
care about but do they know that the
method of extending the spine leaning
forward and twisting is actually really
bad for their back and can create
significant back problems No most
golfers don't bingo so that would be the
biggest segment of golfers you would be
able to potentially sell them a product
that would teach them this but they have
to accept the idea before they level
ever excuse me a bit up before they'll
ever be
kind of interested in going down the
funnel learning who you are and learning
more from you so what's the next step
it's problem aware so in this phase
right to take this golf analogy the
first thing we would do is we would
promote a post on Facebook that would
make them aware of the problem
and it could be a statistic from a
scientific study did you know that one
in three golfers end up with a slip c5
or l4 disc I obviously have no idea what
I'm talking about there and I would if
this was actually my niche because I do
the research so definitely do the
research but this is about knowing your
product knowing your target market and
knowing what the problems that your
target market face now if somebody
already knows about this problem then
their problem aware and they're kind of
researching and they might be typing
into Google at this point in time does
golfing hurt people's back or what kind
of things can golfers do to protect
their back right and at this point I
don't think we're as much in the
Facebook pay-per-click realm as we are
in the organic Google traffic side of
things because what's going on in our
world in this day and age is most people
look to Google as their trusted
confidant right so when people have
problems and they're searching about the
problems and they begin down the rabbit
hole they don't know what the solutions
are yet they're looking for solutions
but they know what the problem is they
turn to Google and this is where keyword
research and content marketing and
blogging and videos can be incredibly
powerful because you're able to help
them understand more about the problem
which segues into the third phase which
is solution awareness once we know we
have a problem and this is human nature
talking we want to go fix said problem
right so if a golfer realizes that there
is the potential for hurting one's back
playing golf but they love the game
they've been having some golf some back
pains they've been having a couple of
tweaks and a little stiff here and there
what do they do they go and search for a
solution again this can be - there's two
ways you can approach marketing to this
segment number one if they've already
been to your website at this point this
is where retargeting becomes so so
powerful if they've been to your website
and they've read about the problems and
they've read some posts about the
solutions at this point you can retarget
them on Facebook with an offer for an
opt-in that is a free guide for nine
stretches that will help save your back
increase your golf game type situation
so if they've already become a little
bit aware if they went to your website
to become solution aware that's when you
get to retarget to them which is
incredibly powerful on the flip side we
do more keyword research and we go
deeper into content marketing because
when people like I said they're on
Google right they're looking for
solutions to the problem how do I
protect my back while golfing how do i
strengthen my back for golfing you can
use keyword tools like the keyword
finder the one I recommend and you can
find the phrases people are looking for
and then you can create videos blog
posts these big multimedia posts that
answer their question at this point
you're planting your Facebook picks
along so you can retarget them with your
offer you have maybe a pop-up on your
website that says hey do you want the
free guide and at the end of your
content and inside of your content you
can offer them the content upgrade which
would be that free report that we're
also running on our kind of retargeting
campaigns so at this point we're three
steps down right we have the completely
unaware individual we have the person
whose problem aware and then we have the
solution aware and the next is product
aware when someone gets product aware
they realize that there's a thing out
there that can help them with the
product so to continue with this golf
example for to kind of just carry on
with a golf example if we may there
might be some sort of a belt right like
I like a waist trainer type thing or
like a like a back brace belt that would
help them or there could be a series of
exercises or a back strengthening
workout that could help them and you can
sell the product awareness could be for
information based products here's the
training routine I'll walk you through
how to do it in videos with things you
can find from home to strengthen your
back and protect or it can be a physical
widget here's the the belt or the the
back brace or the items or maybe it's a
an at-home workout machine for example
that will help them strengthen their
back in a way that supports all of the
muscles needed for golf for that
stretching and twisting motion that you
do in golf whatever it is at this phase
the user they know they've got the
problem right they've had the back
issues they've kind of researched it
they know that there are solutions out
there and they're really looking for the
product that will give them the solution
now these people they're getting really
warm at this point the credit cards like
itching in their pocket to come out
right because they've already seceded
the idea that I've got a problem with
this right I've got a problem
and there's a solution out there this is
where we're engaging most of our cold
prospects in kind of the realm of
Facebook pay-per-click marketing for my
niche for the meditation niche because
most people they realize that life's not
going the way they want they're not
really fulfilled they don't have as much
happiness and joy or abundance that they
feel they deserve and they realize that
thoughts create reality and that we got
to get our mind kind of going in a
positive fashion in order to get our out
external world to kind of replicate that
back to us kind of a law of attraction
type of stuff when they already know
that I can simply present them my
product my solution my product as the
solution excuse me and that is where I
like to go this is kind of getting into
the low-hanging fruit especially in my
niche but every niche is different up
into this point the first three phases
were all about education right this is
the inbound marketing if you're running
pay-per-click ads for someone who's
unaware or whose problem aware you want
to be running ads that are driving them
back to content on your website that's
helpful you don't want to necessarily
send them straight to a landing page at
this point with that said feel free to
test it if you're able to tap into a
problem aware market and get them to opt
in for a rate that works for you and to
purchase your oto in a way that works
and is cashflow positive or breakeven
from the get-go
two thumbs up all power to you go run
with it
testing will ultimately be the way that
you know if that will work for you
odds are you need to do kind of what we
call inbound marketing or content
marketing you need to educate them at
first you need to educate them when
they're unaware that there's the
potentiality for a problem if their
probable where you need to uh help them
understand exactly why that problems
happening so they can start to look for
the solutions
because we can't fix a problem we can't
solve a problem that we haven't
effectively defined so you have to help
them define the problem in that phase in
Phase three you're helping them realize
that there's solutions out there and
you're showing them some of the
solutions and at this point if they've
found you from kind of an interruption
marketing and they didn't know about it
they've read your post about the problem
then they read your blog post about the
solutions and some of the solutions they
have really really warmed up to you and
at this point you've got your
retargeting pixel your Facebook pixel
sitting on their on their browser so
when they go back to Facebook they can
see your free offer so it's okay to give
of yourself in those first phases to be
the champion in your niche the champion
for your product to help educate people
freely not asking of them at this point
you're just being helpful why because
people purchase from those they know
like and trust and you're building trust
through education so this is an
education based model at phase four when
they are product aware this is when you
can do you can run ads that will
directly link them to a free offer write
your free giveaway essentially that will
give them the solution that they want
and then you would follow up with a
one-time offer after that and bring them
into your funnel you would also nurture
them on your email list at that point
another option that works here that's
really powerful is to do reviews of
products so let's kind of keep going
with this golf niche idea let's say
there's 40 different products available
out there some are on Amazon some are
direct from distributors that you can
become an affiliate for great go buy
them all yes I said buy them all invest
in your business get hands on all of
them do unboxing videos for every single
one of them put them on show how they
work do full product reviews for each of
them make them the most detailed and
beneficial blog posts on every single
product out there because at this point
people are looking for the solutions so
if there's a back brace for golfers
right you would find that phrase in the
keyword tool then you go create the best
blog post on here's the three best back
braces for golfers and you've got videos
on each one you've got images on each
one you talk
why they're great why they're not in
your affiliate links are dispersed
throughout you help them go buy that on
Amazon when they go purchase it on
Amazon you make it Commission maybe it's
through golf comm I don't actually even
know if that's a site I made that up but
odds are that's there but maybe you're
an affiliate for an actual golf website
and you send them to a golf website
instead maybe there is a fitness for
golf program that you're an affiliate
for and you send them there instead but
you're still you're giving content at
this point you're giving content that's
going to help them understand which
products are best for them they haven't
identified the exact one they want they
know that there's a back brace out here
I'm gonna go figure out which one of
these back braces that I want to buy
they're that much warmer they're they're
they're borderline hot the water is
almost boiling here and when you show
them here's all the back braces here's
me on video putting them on taking off
here's me golfing with them here's me
showing you how they work here's my
review on all of them after playing
three rounds of golf with each one they
read through this massive blog post that
covers all of them they're like wow dude
this person just did all the work for me
that's so powerful thank you very much
then they click on one your links and
they buy based on your recommendation
why because you made them aware of the
problem you made them aware of the
solution and you show them the options
and you did your best to give of
yourself honestly as to which option is
best for them you've done so in a way
that has like integrity right and you
you really have focused on giving value
to that person you understand the
problem you've been there yourself you
tell them stories in it boom you've got
them and at that point that's where you
make the money so anybody who has
physical goods or it is a physical good
based business those kinds of reviews on
products are massively massively
powerful and if you need physical
products avant link comm is a great
network it's an affiliate network that
will open you up to a lot of different
websites and merchants and e-commerce
stores that have affiliate programs
REI calm and like backcountry calm and I
mean it does go into mainstream sports
and traditional sports as well Ahlan
link is absolutely the leader there and
there's also Amazon right and in your
report you can even do or in your long
blog
you can even do a price comparison for
them and say look this is the best one
and by the way if you buy it on Amazon
it's 119 if you buy it over here from
backcountry calm it's 132 and let them
make the decision right and they'll feel
like wow you just educated me great well
that's the deal all right that's the one
I'm taking click boom purchase you just
made commission that's a really powerful
point to meet people but the challenge
there is that the markets getting
smaller with every single phase that we
move towards right and then there's the
final one which is the most aware people
so to run through it top to bottom we
have the unaware problem aware solution
aware product aware and most aware and
here in the most aware they know exactly
what they want they know the product
they know the problem they know it they
get it what are they looking for they're
looking for a deal right and this is
where you can retarget people with if
they've been to your kind of your sales
page maybe they've made it into your
shopping cart they actually click the
Buy Now button but they didn't complete
checkout they know what they want but
they stopped they hesitated it checkout
why because they're going to look for a
deal they're going to look for a coupon
code they're going to RetailMeNot so a
coupon code for this golf back brace
thing right like they're still looking
for a better deal this is where you can
retarget them on facebook with a coupon
with a special offer with a special
bonus there's there's ways to kind of
like add a little extra leverage to push
them a little bit over the edge to get
them to purchase because they know what
they want they even had it in their
shopping cart type situation at this
point and when they're the most word
this is the hottest of the hottest of
the hottest and honestly this could also
be your customer list people have
purchased from you in the past all you
really need to do when someone's
purchased from you in the past and had a
great experience because you over
delivered is say hey I've got a new
product for you to purchase if you're
interested go get it here it's 17 bucks
and that's it there's no real sales copy
needed in those kinds of situations but
again this is the smallest possible
market right so you treat each one of
these levels separately and that's the
big aha moment I'm hoping you've been
able to take away from this is you need
to figure out where is your most
effective use of energy and where are
the people who are the closest to ready
to buy right if you sell a physical prod
right you're selling ice clamp ons for
boots so people don't slip and fall on
ice I have no idea where I came up with
that it was amazing idea right there
then you need to find people who are
already searching the keyword phrases
for that kind of product you're looking
for people who are searching for brand
names for product names for your
competitors and you want to do review
based content you want to continue to
educate them on the specific items but
they might not be that far down or that
might be a really really small target
you might want the bigger target of
people who know that they have a problem
they know that they're 15 pounds
overweight and they know that summers
comin it's three months away right now
three months in two weeks we're away
from summer as of this recording so the
mindset of that person is like oh
goodness gracious I've got a little bit
of Christmas still hanging around here
and Thanksgiving kinda down here in the
spare tire area they're aware of the
problem they want a solution but they
don't want to go they don't want to hear
the same solution right because the
trick to losing weight is consume less
energy and calories than you burn burn
more than you consume they want the easy
way they want to be able to drink that
magic smoothie once a day and boom
that's it they want that solution so
when you can offer them the simple
solution or the secret solution the way
that they can do it maybe with a unique
modifier which we've talked about a
previous video that is when you stand
out from the competition and that is
where you become trusted advisor and
ultimately through every single level of
this you do your whole goal is to become
the trusted advisor for this individual
this is a strategy of preeminence from
Jay Abraham you need to be willing to
give of yourself you need to be able to
delay gratification enough and to
approach this from the right stand point
of having their best interest in mind
because if you don't at the moment the
moment they feel like you're trying to
sell them something they're like
something smells kind of fishy here I'm
out i'ma go continue my search I don't
think I found the advocate part of why
this channel you're on right now and my
youtube channel has been growing at a
massive rate is because I don't throw
pitches at the end of things I've only
promoted a few things over the course of
nearly 200 videos now because
I'm in it for the long term I'm just
really truly trying to help you
understand this stuff and that's why I'm
growing an audience and you have to take
that approach if you're selling SEO
services educate your local business
owners go to Chamber of Commerce do
presentations give of yourself if you
know more about social media marketing
or WordPress or SEO go give of the
information that you have and guess
what's gonna happen they're gonna look
at it and be like oh my god there's so
much to do here I just want to hire this
guy he's been so helpful
I just want to hire this guy I get men
the number of people were asking miles
do you do consulting do you do
one-on-one sessions I don't and that's
because I wouldn't have enough time to
put out these videos if I did but simply
by educating people by putting the
content finding the problems that
marketers are having new marketers are
having finding those problems with
Facebook Ads and how people can't get
their Facebook Ads to work and creating
content that helps them get through
those barriers to the next step is
literally getting people reaching out
saying hey can I give you money miles I
want you to look at this for an hour can
I give you money right now and since
I've got a full time job and I'm
literally just doing this to do it my
answer to that is no but if you you
gotta understand like if you're trying
to build a business around this in any
way you have to give of yourself and you
have to give valuable information that's
going to help them understand the
problem become aware of the problem
understand the problem understand what
solutions are available to them then you
need to help them figure out exactly
which product will best solve the
problem for them because we all think
we're special we all think our needs are
different than everyone else's so you
got to enter that conversation in their
head and you've got to kind of help them
with understanding the products products
product because then you enter the
conversation in their mind and at that
point they're ready to purchase from you
that sounds like a lot of work it is if
it sounds relatively easy it is but it's
not simple and we've covered that you've
got to dig in you've got to put in the
work you got to do the research to
understand who you're talking to where
they're at in their business where
they're at in their lives do they
understand what the solution is do they
only understand what the problem is then
you need to educate them step-by-step so
they can become aware of the problem
they can become aware of this
illusion they can become aware of the
best products and at that point they're
ready to purchase and this may be a
combination of organic search engine
optimization to get them on the blog
post from when they're searching Google
about their problem then you might
retarget to them on Facebook to help
them understand three of the best
solutions for them and then in that blog
post they read once they click they can
get the upgrade offer for the free 7-day
kick-start bootcamp type thing to help
them start to solve that problem and at
the end of that you can offer them
something to buy and that my friend is
how you build a true lifestyle long-term
business based on meaning people where
they are meeting them at the
conversation they're having in their
mind helping them go through the
required phases of the prospect that
they're going to go through anyways if
you help them through those phases
efficiently they can go through three of
those phases in an hour right if they
find your blog post they go boom boom
boom
they they're like wow I didn't know
there was a problem here and they read
up my goodness is as scary and oh my
gosh there's solutions here and oh wow
look there's a product here they've gone
to three or four pages on your site and
then they click through and buy from
Amazon and you can literally condense
this process down to a matter of minutes
you know hours thirty minutes type thing
or it could be a sales cycle that takes
days weeks or months it doesn't matter
and it varies based on what you're
selling and what you're doing but you
have to always always always keep
integrity in the forefront of what
you're doing
you always have to keep in mind where
they're at in their awareness and you
need to help them to the next level in
the most logical way possible and always
stay focused on educating your prospect
first it's educating among the problems
then it's educating them on the
solutions then it's educating them on
the actual products that do that for
them when you do this right your
business will simply start to work
people will line up to purchase from you
they will click through your affiliate
links and buy from the people you're
saying where it's the best because you
get into that trusted advisor state of
being and that's where you need to be
because once you're a trusted adviser
everything works well thank you very
much when a little longer than expected
but this is
a really powerful concept really
important to understand and you need to
know where your best low-hanging fruit
is help those people first and then take
one step back in the awareness scale and
then help those people get to that next
level build infrastructure adds
retargeting ads content that ranks on
Google so it can automate the process
for you once it's set up and tested and
you get it working it can work day in
and day out no matter where you're at
what you're doing that my friend is the
power of internet marketing thank you
again very much for your time I really
do appreciate it give me a thumbs up if
you enjoyed this video click Subscribe
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connecting with you on the next video
enjoy
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