FiveMinuteFounder - [FMF #76] actionable awareness levels

Hi friend,

Long time no speak!

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I'm Louis from FiveMinuteFounder, and you signed up because you wanted...

• ... a piece of actionable advice to grow your profits by > 1%
• ... readable in 5min, implementable in 5 hours
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⭐ I'm running a live workshop (w/ coaching) on my Social Proof Framework for the first time ever! Only 6 spots and it's first come, first served. Grab your spot now

⭐ Arvid Kahl released his new book detailing how he bootstrapped, grew and sold his SaaS business (and how you can do the same).

⭐ Val Sopi invited me onto the Bootstrapping SaaS podcast to talk early stage sales, and why customer value > customer problems.

Right. Now it's time to talk about awareness levels, why they've tricked you into focussing on features not benefits on your homepage, and how to fix it...

Let's start with a quick oversimplification.

There are lots of different audience awareness levels. But today, we only need to care about three of them...
 

• A very small percentage of visitors are purchase ready (already ready to buy). They're just looking for that signup button
   
• A pretty small percentage of visitors are high awareness. They already know why they need your product (or a similar one). They understand the benefits. They just need to check for specific features and pricing
   
• Most of your visitors are low awareness. They don't yet fully understand why they'd need your product and how it could improve their lives. So they need nurturing (ie to have that explained to them) before they'll care about the features or be ready to buy

Why is that a problem?

Luckily, it's an easy fix...

1. Rework your landing page copy to prioritise benefits over features. At every step, ask yourself "is it obvious *in what way* this improves my life?"
    
2. Make it easy for purchase ready and high awareness visitors to find the actions they want to take. For example by adding a prominent "buy" and "features" link in your header menu.
    
3. Make sure you have some nurturing funnel set up that provides value to low awareness visitors who are just starting to understand why they need your product, but aren't ready to buy quite yet. I use RightMessage for this on my own sites.
    
4. Test and be proactive in talking to potential customers. Especially low awareness ones. Make sure you understand their mindset and overcompensate for it!

That's all for this week.

Stay safe and healthy out there 🤗

Louis