Indie Letters - ⚡ IL - 5 Stages of Customer Awareness

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Snippets

• Twitter announces paid Super Follows to let you charge for tweets. It also announced a new feature called Communities, which appears to be its take on something like Facebook Groups. Communities will offer “Super Followers” a space to interact with other like-minded folks. Twitter’s stock (NYSE: TWTR) rose 12.2 percent after it announced plans to double its revenue and create 315 million monetizable daily active users by end of 2023.
  
• Snapchat is now reaching over 70% of 13 - 24 year old users in the countries that generate half of the world’s ad spend.
• Lieferando.de, a food delivery company in Germany, registered 120,000 domains that resembled restaurant websites in order to outrank them on Google. And it succeeded as well. Last year, it increased its sales by more than 50 percent. It takes 13% commission on arranging orders and 30% of sales where it arranges orders and delivers the food with the help of its riders. (I feel pity for suffering restaurants.) 
• Every day, someone is launching a tool for Clubhouse users. Clubly.co is another addition that allows you to customize and track your Clubhouse shortened links. CastHouse allows you to record, upload, and share your Clubhouse sessions. Get an invite to Clubhouse and share 2 of yours with others at Invitehouse. ClubberOne allows you to share your Clubhouse profile. Direcon is an all-in-one Clubhouse management platform. It offers total listeners, maximum listeners at a time, total listen time, total hands raised, total speakers, and new followers gained during the session.
• New in Firefox, "Any time a website or third-party content embedded in a website, deposits a cookie in your browser, that cookie is confined to the cookie jar assigned to that website, such that it is not allowed to be shared with any other website."

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Lessons learned from analyzing changes on landing pages of successful companies

According to the Breakthrough Advertising book, there are 5 different stages of customer awareness. These are:

• Completely Unaware: Prospects have a problem that they don't fully realize and hence they are not looking for a solution.
• Problem-Aware: Your prospect knows they have a problem and they recognize the problem immediately when told about it. But they can't connect your product with the fulfillment of that problem.
• Solution-Aware: Your prospect knows or recognizes immediately the solution but they are not aware that your product offers that solution
• Product-Aware: Your prospect knows about the product but isn't completely aware of what your product does, or how well it solves their problem
• The Most Aware: Your prospect knows your product and wants to buy it. He/she is waiting for the right bargain or timing.

Each phase of awareness requires a different framework and approach to move your potential customer from being completely unaware to the point of purchasing your product.

Uber is an example of one of the successful brands that demonstrate how they approached their prospects at each of these phases of awareness.

Uber's landing page from 2011 (The year of launch)

The headline used to be- "Everyone's Private Driver"

With this vague headline and no sub-heading, you'd have imagined the type of users Uber targeted with its landing page back in 2011- those who were Completely Unaware of the product or the solution.

In 2011, people didn't even know that ride-hailing is possible using an app where drivers are willing to work as chauffeurs. They were obviously not looking for drivers online. Uber addressed these prospects by targeting an inner desire to ride a chauffeur-driven car.

Uber's landing page from 2013 (2 years after launch)

In 2013 ride-hailing gained some popularity and people knew about the problem. However, they still needed convincing. Uber was targeting a Problem Aware group.

Their landing page had multiple slides speaking to different types of users with different problems.

In 2013 they were talking about problems- yet no mention of the Uber brand or its features.

The problems they highlighted in their landing page were ease, affordability, safety and convenience, work while you travel, style, and global acceptance.

Uber’s landing page from 2016 (5 years after launch)

This year their landing page spoke about the solution- Get there using the app. They were clearly targeting a solution-aware audience.

No mention of the problems- take customers right away to the solution.

On the right side of their landing page, they had a screenshot of their app where you could get started as a rider or driver. People were ready to use the solution- they just needed a push.

Landing page from 2018 (7 years after launch)

At this point, Uber was targeting Product Aware prospects.

People visiting their page knew what Uber was offering and how to use it. Uber just had to talk about 2 things- how to register as drivers and riders.

They rightly assumed that people know about the solution as well as the product. So give them what they are coming for without any other distraction.

And finally, when Subro looked at their landing page in 2021, Uber has gone back to the product awareness stage but this time with their food delivery app.

They are not even showing rides in the default view as they know their riders/drivers are already in Most Aware stage and they now have to push their other products to them.

There are 2 primary learnings from these designs and copywriting approach:

1. Psychology plays a critical role in any branding exercise. Since each company is targeting a unique audience, their copy should reflect the psychology of that primary audience without any exception.
2. If we are to take some lessons from a large brand for our copy or branding, we have to look back to a time when they had a similar product, solution, and target audience as what we have now.

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Worth Reading

1. Why marketing flywheels work

2. Behind every great company

3. How fast-growing companies build revenue plans

4. Clubhouse’s Inevitability

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