And if that's the case, you're not alone—the amount of people that DMed and emailed me saying “this was the reason I finally subscribed, I wanted the gossip!” was wild.
Even though that was months ago, I'm unfortunately still dealing with all of that dental work crap. I feel like I go to the dentist weekly at this point.
Naturally, I've gotten pretty close with the both of him, and he now feels more ‘annoying big brother to bicker with’ than ‘scary person scraping lasers and sharp tools on my teeth.'
So, when I showed Dr. Platt this TikTok and suggested he start marketing on there, it wasn't weird.
…but he did shut me down immediately.
I persisted, of course, and said “okay, fine, we don't have to make the video, but seriously, why don't you get on TikTok? You definitely have the personality for it, and I know the girls in your office would be down, too.”
“I know I have the personality for it, but I don't need TikTok,” he said. “I don't want to do all that.”
I took in a big breath, preparing to hop on my soap box about all the possibilities that come with virality and short-form video content, but Dr. Platt was too quick.
Sensing I was about to interrupt him—which I was, no surprise—he held up his hand and said “…and I don't want to attract that kind of clientele.”
…to which I, obviously, responded with “but I'm paying for your nice ass Escalade outside. You're welcome.”
He rolled his eyes and said “yeah, and you have dental anxiety, and you think the dentist sucks and hurts you, so you didn't go for 6 years. I definitely don't want people like you."
(Okay, so I'm the red flag client. Got it.)
(Well, actually, red flag patient…but whatever.)
“The people spending their time on TikTok aren't the people that pay my bills—most people in their 20s don't have ridiculous dental bills like you,” he continued (fair point).
“The people I want to attract are older, needing crowns and implants and aligners. People like your dad."
(My dad, too, spends a lot of time between the dentist and periodontist, also thanks to dental anxiety.)
“But my dad has TikTok!” I argued. “He watches it even more than I do! And so does my mom!”
Done with my shit, he gave an exasperated sigh, and said "just shut the hell up and let me put on your stupid crown so I can get you out of here.”
While I sat there, trying to think of anything but the suction straw stabbing me in the tongue, I thought to myself how often marketers try to shove advice down people's throats without even stopping to consider whether or not it's actually helpful to them.
“Just get on TikTok!” isn't advice that my dentist needs to hear—and he's certain about that, because he knows his target audience well enough to know that they're not spending time watching 15-second videos.
Knowing your audience truly is the key to success as a business owner, above all else.
ON TODAY'S TABLE OF CONTENTS:
An overview of the 5 stages of awareness
My “not about you” about page formula
You've def played this game before
A sort-of sequel to the book that changed my life
What's on the BTL calendar from now-October
The 5 Stages of Awareness—first developed by Eugene Schwartz in his iconic book Breakthrough Advertising—is one of the best tools that anyone (yes, anyone - even people who absolutely are not marketers or copywriters) can use to write conversion-friendly copy.
I may or may not be giving you a serious industry secret that could put me out of a job here, but…
Understanding where your ideal client falls within these 5 stages is such an important key element of writing great copy that it's almost the only thing you need. 👀
(Okay, that was dramatic. But it's DEF one of the main things you need to get started writing your copy—whether it's for your site, your emails, your captions… anything!)
Using these stages as a guide will help you determine where your reader is on their buying journey, which will then help you write direct, specific copy that they'll effortlessly resonate with.
The first stage of awareness (or lack thereof) is being unaware.
Unaware clients don't even know that a problem exists within their business, let alone that they need your help to fix it.
These people likely aren't the people you're talking to as a service-based biz owner or e-comm entrepreneur. They don't know they have a problem yet, so they have no idea that you're out there waiting to give them a solution.
Problem-aware clients know that they have a problem, but have no idea where to go from there.
Marketing your services to these types of customers will show them what they can do about it.
Let's use BTL's marketing efforts as an example:
A problem-aware person likely doesn't know they need a copywriter—or even know what a copywriter IS in general—so they likely wouldn't search for me
…but they might know that they're not happy with the types of people who inquire to work with them, or the amount of traffic they're getting to their website, or the conversion rate of their emails.
If I were looking to market to problem-aware people, I'd likely post about all the ‘pain points’ they might be currently facing, then showcase that hey, hi, over here, I can fix that problem you have! & tell them about what I do and how copywriting is the answer to those problems.
Solution-aware clients know that there's a problem, and they're looking for a solution. And—best part—they're open to your help, which is where you come in to save the day…
Well, you and every other person who does what you do, because solution-aware people are likely in their shopping around era.
A solution-aware lead might know that they need a copywriter, but they don't yet know about me.
Product-aware clients already know that your services are likely the right fit for them, but they're waiting on diving in—maybe they're on the fence about the investment, or they're still low key surveying the competition.
Most-aware customers know that your service is the one for them. Self-explanatory: they love ya, and are ready to click add-to-cart.
>> Knowing which Stage of Awareness category your potential client may fall under when they come into contact with your brand will help you can write more effective copy aimed specifically at them - and where they are in their buying journey.
…which means that understanding your target audience is a huge part of writing great copy—despite popular opinion that you “have to be a great writer.” 🙄
It's less about what you write, and more about who you're writing to - and how specific you can be, so that those people actually resonate with the copy.
If you're in the midst of building the foundation for your business (and all of the copy that goes with it) and developing your ideal client avatar is on your to-do list, you may want to grab my Target Audience Development Workbook.
If I do say so myself, it’s a must-have resource for business owners who care about making meaningful connections with dream clients—and it’ll help you get to know them like the back of your hand, making ALL of your marketing efforts WAYYY easier.
(Spoiler alert: Site Series™students got access to it first, and gave me some great feedback about how helpful it was to them!)
Excuse my French, but how the literal H-E-double-hockey-sticks is it already almost JUNE?!
I would be having an existential crisis right now if the stars didn't perfectly align to make me part Capricorn, part Virgo, part perfectionist, part ADHD, and part control freak, fueling an anxious episode that resulted in me planning out almost every part of my BTL life for the foreseeable future.
Here's what's on tap for the next few months:
+ Getting my new intern, Paige, all settled (you'll hear about her—or maybe from her—very soon!)
+ Having new brand photos done on Cape Cod next week
+ Launching my website copywriting resource for website designers (to the waitlist only)
+ Revamping my offerings and my new website
+ Introducing my small group mentorship and 1:1 consulting program for copywriters (waitlist is open, and more details can be found in this blog post)
& that brings us into September, which I'll be spending on client work and preparation for the re-launch of Site Series™which I am so freaking pumped for!
(Reminder: waitlist subscribers for Site Series™will be granted access to the Founding Member price of $997—or 4 payments of $250—as an early-bird bonus discount, and then the rate will be increased permanently.)
…and, of course, there's more on the agenda for BTL and for me personally—but those extra-special things will have to wait a bit. It would be no fun to give away ALL ofmy secrets now, right?! 😏