Know thy audience awareness levels!
Keeping audience awareness in mind when writing ads will help you to make good copy that really targets the customers you want to hit.
In the video below, I go through an example of an ad that was created with good intentions but completely missed the mark.
The ad is for a device being sold that takes out the wrinkles in women’s necks.
Here's a screenshot of how the ad looked when viewing it on a mobile device:
It features this line as the opening statement: “This Thanksgiving, say goodbye to turkey neck and say hello to NEWA!”
Now, this opening line is crucial because it’ll determine whether or not people will keep clicking.
However, this created some confusion among customers and ended up not being good copy.
The problem is that the ad lacks audience awareness.
It doesn’t contain anything that tells the audience about what the product is, and thus, it failed to reach the intended audience.
At first glance, if you've never heard of this before, you might think it has to do with a turkey!
The person on our team that got served the ad had never even heard of this company or device.
They were truly level one, cold traffic.
Knowing The 5 Levels of Audience Awareness Can Help You Hit Your Target
At level one, people don’t have a good idea of who you are and what your products do. If this was directed at levels three, four, or five, this could have been a great ad because these people know more about the product.
As you can see, when the first line of copy is not matched up with the level of traffic you’re speaking to, it could be a huge miss.
This is why audience awareness is such an important part of writing good copy. If they had targeted a slightly different group of people, the ad could have been really effective.
Always keep in mind your audience and level of traffic when writing ads.
⇒Subscribe to Our YouTube Channel⇐
Want More Marketing Knowledge Bombs?
Check out Traci on her top rated podcast, the Social Media Marketing Happy Hour Podcast. With over 400 episodes, you're bound to find something to help you hone your marketing skills!