With two quotes and a “line” of thoughts (or internal conversations) connecting them you can build the sleekest, most effective marketing plan possible.

On one end: "Always enter the conversation already taking place in the customer's mind" (Robert Collier) On the other: “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself." (Peter Drucker)

Most marketers treat these as general inspiration. They're actually endpoints — and everything you build goes in between.

Let’s start with this:

This is the most important part. It’s the Offer. It’s the thing that is EASY for your Ideal Customer to say “Yes!” to… If the Offer meets Drucker’s definition then not much more is needed than the details, the price and the way to order.

I could write 10,000 pages on this. Luckily I don’t need to. Alex Hormozi already wrote a great book on it. $100M Offers. Get that right and everything else is 100x easier. Don’t get it right and everything else is way, way harder.

If you’re already selling then you at least have something that appeals to someone. Sure, it could be improved and it should be. This is an ongoing process in your business.

But, if you are already making sales then you could still get a great boost from the rest of these actions and if your offer is already really good it could be the missing piece that takes you to the next level (or two).

Here’s the other end of the line…

Now, getting them from “there” to seeing your offer is just a series of “conversations.”

This brings up another question, doesn’t it?

“What’s the conversation already taking place in the customer’s mind?” Luckily for us another Marketing Genius, Gene Schwartz, gave us a way of thinking about that with his Five Levels of Awareness.

Unaware - He doesn’t realize there is even a problem.

Problem Aware - He is aware of the problem but doesn’t realize there is a fix for it.

Solution Aware - He is aware of the problem and of a specific solution or solutions but not of a specific product/service for it.

Product Aware - He knows your specific product or service and understands that it solves their problem, but is not yet fully convinced or ready to buy.

Most Aware - He knows of your product/service and believes it can solve his problem. He only needs to know the price and how to buy.

Now, this gives us a map! Here’s how to use it.

Unaware - What could I say/show/do to make the prospect Problem Aware?
Problem Aware - What could I say/show/do to make the prospect Solution Aware?
Solution Aware - What could I say/show/do to make the prospect Product Aware?
Product Aware - What could I say/show/do to get the person to make the prospect Most Aware?

Once you have these worked out you then have the content for social media posts, emails, articles and the best of those become paid ads.

If you’re already doing paid ads you can have an Ad Set (or even a campaign) for each of those levels of awareness.

All of this leads into your “web'“. Once in your web your goal is to simply keep filtering them down to put your offer in front of them.

Reply and let me now what your specific business’ product or service is… I’ll pick one and do a full example on it.

Best,
Jason