5 Stages of Angle Awareness (11)
Hello STMrs!
My name is Raymond Duke. This post is the first of many guide posts I plan to write about how to create better angles for your campaigns. You may have seen me active on these forums lately, asking all types of noob questions - such as, "Where do I find offers?" or "Why should I bid 1.5x the buyout?" The truth is, while I'm completely new to THIS side of affiliate marketing, I have thousands of hours of experience in writing copy. So, what I'd like to do while I wait for results from my first campaign, is share something extreeeeemely valuable about the awareness level of a market.
This concept isn't my own, it's from a book called Breakthrough Advertising by Eugene Schwartz - one of greatest copywriters in history. You can see some of his long form sales copy here. Anyway, his book - Breakthrough Advertising, was, at one point, only available for $1,000+. Even now, it's hard to find a copy for under $300. Why is a book worth so much? Because in his book, he breaks down the exaaact process he uses to write ads. I'm about to share with you one of my biggest takeaways from his book - which, and most would agree with me here, is a veeery hard read.
The 5 Stages of Angle Awareness
One of the defining principles in the book is you cannot create desire; instead, you're only able to harness the pre-existing desire in the market. Technology, trends, and whatnot change over time - but desire stays the same; and in order to get the response you want from your market, you must discover how aware they are of their desire, and write copy that speaks to it.
Gene breaks down this awareness discovery into 5 stages of awareness. (BTW: I'm recalling these from memory and how I use them in my copy, so they may not match identically to how it's described in Breakthrough Advertising).
To demonstrate how this works with a product, I'm going to use this example: warts & wart cream.
- Unaware of everything - at this stage, the prospect for the ad doesn't know anything about his problem, solution, or product. Example ad copy might look something like: "Are You Seeing These On Your Body?" (shows picture of a wart) or "New Skin Problem Affecting Men In [CITY]"
- Aware of problem, unaware of solution/problem - now you prospect knows there's a problem, but isn't sure what to do about it. Most people turn to Google at this point. Example ad copy: "New Wart Cure!" or "Wart Problems?"
- Aware of problem and solution, unaware of product - now your prospect knows about the different ways he can get rid of his warts, but maybe he's not sure what type of solution to go with. Example ad copy: "Tried Cream For Your Warts Yet?" or "7 Ways Cream Defeats Warts"
- Aware of problem, solution, and product - okay, now your prospect knows all about his problem, how he can solve it, and what options are out there - so what do you do? You demonstrate why your solution is different than everything else. Example ad copy: "New Organic Wart Cream!" or "No Smell Wart Cream"
- Completely aware - once a prospect reaches this point, the goal with your copy is simple to "brand" your offer. Example of these products (offers) include companies like Coca Cola, McDonalds, Apple, etc. Big names. Ad copy for a big name wart cream would look something like this: "Be Wartless, Forever" or "No More Warts" - generic copy, basically - but backed by a brand.
These 5 stages repeat for every offer in every market in every moment in history. To write effective ad copy, figure out where YOUR offer is in these 5 stages, and write your angles accordingly.
Thoughts?
This is a classic book. Good summary of one of the key points in it.
Yup, I have this saved in my favorites.. Very similar to the above.
http://www.blcopywriting.com/how-to-...-for-your-ads/
One way of coming up with new ideas for each stage, I tried for a laugh. My son is 13 and is doing loads of creative writing and mock adverts/newspaper articles at school at the moment.
So for some extra pocket money, I gave him an offer I was testing and told him to come up with a new angle/headline slogan for each of the stages on the above web page. He come up with a couple of really good ones! Got more click through than mine. But alas the offer was pants in the end 
ha.
VERY useful! Thanks raymond for taking the time to share this! Will keep this in mind when brainstorming angles for all future offers I promote.
Thank-you... 
Amy
@dynamicsoul: Is your son available for hire? 
Originally Posted by vortex
@dynamicsoul: Is your son available for hire?
Originally Posted by cmdeal
This piece of information is *Gold* to me. Thanks a bunch.
This flow breakdown is fantastic. Perfectly reveals how critical each word is and how they can project certain overtones and undertones.
If only the book wasn't so expensive!
http://www.amazon.com/Breakthrough-A.../dp/0887232981 Currently $398 on Amazon. oof!
Any recommendations where I can find it cheaper?
Not the best OCR job, but: https://yadi.sk/i/08HMZoZrhc3de
If i underestand right customs this is OCR (Optical Character Recognitio) so is kind of and scanned copy? might have some typos and etc but is the exact same book this post is stating? regards (excuses for the N00b question 
Originally Posted by miopmiop
Home > >