Developing awareness for a new product or service is necessary but not sufficient.
As marketers, our work begins with creating brand awareness. But consumers need to be more than "aware" of the product before we can expect a purchase to be made.
Copywriting must be pushed and shoved to the forefront as we write words to draw the consumer closer to the point of sale.
We must build intent to buy. Our greatest tool for building purchase intent is to deliver the right message with heavy frequency.
Most purchases of new products or services require between 10-20 exposures to ONE MESSAGE. We must break through a wall of clutter and deliver "reason-why" copy.
What need does the product satisfy?
How will this new shiny object help me in life?
Why should I change my current buying habits?
We do not "intend to buy" something new until we are convinced the product or service will improve life in some way.
Create awareness then build intent to buy.
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
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