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This week I've been attending a Breakthrough Advertising Bootcamp. Hosted by direct response master publisher Brian Kurtz and direct response copywriting / marketing expert Chris Mason.
It's my 3rd Bootcamp. I attend annually because it’s one of many perks of being a member of the Titans Excelerator Mastermind and Coaching Program. And, honestly, it's an excellent way for me to get focused on consumer psychology and how it guides my copywriting and marketing.
Want to know the true insider secret to writing killer emails?
It's understanding the Levels of Awareness of the prospect and Maslow's Hierarchy of Needs.
This is why I'm able to write killer emails that get results.
So, coming off Day 4 of 5 of the BA Bootcamp, I wrote up a reference guide for myself. It outlines the Levels of Awareness and the Heirarchy of Needs. Then I added examples of how copy would be written for each.
Why? Because understanding consumer psychology at this level gives an oomph to the copy I write. It's why my emails make money for myself and my clients. It's why clients come back to me when they try someone new - someone who doesn't understand how and why the target market buys what we're selling. And I quickly saw that by having this reference at my fingertips, it'll be easier for me to write and to double check my copy.
Before I get to the meat of this email, please take this poll so I know how to write the upcoming emails...
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Instead of just showing you my reference guide, I've decided I'm going to write a series...exclusively for paid subscribers. Each newsletter will focus on one combination of 1 Level of Awareness + 1 Maslow's Need.
Eugene Schwartz's Levels of Awareness outline the consumer's journey from being unaware of a problem to recognizing the need for a solution and being ready to purchase.
The levels are:
Unaware: The consumer is not aware of their problem or need.
Problem-Aware: The consumer recognizes they have a problem but doesn't know there's a solution.
Solution-Aware: The consumer knows solutions exist but isn't aware of your specific product.
Product-Aware: The consumer knows about your product but isn't convinced it's right for them.
Most Aware: The consumer is ready to purchase.
Maslow's Hierarchy of Needs is a psychological theory that categorizes human needs into five levels:
Physiological: Basic survival needs like food and water.
Safety: Needs related to security and safety.
Love/Belonging: Needs related to love, belonging, and social interactions.
Esteem: Needs related to esteem, recognition, and respect.
Self-Actualization: The need to achieve one's full potential.
Todays' email is the combination of Problem Aware + Self-Actualization.
You've got a customer who's clued in enough to know they've got a problem and are on the hunt for solutions - but they don't know your product exists yet.
This is your golden ticket. Not just to introduce them to what you've got but to show them how it’s the bridge to their dreams. Especially those big, self-actualization dreams.
