So, there I was, ... Digging through the darkest corners of the internet (read: dodgy websites filled with clickbait ads and sketchy popups)... …and I managed to find an absolute gem (in exchange for a bunch of Trojans no doubt – ah the price a hungry mind will pay for knowledge). It was a pdf copy of a book called "Breakthrough
Advertising". It's an absolute marketing gem by the master copywriter Eugene Schwartz that sells for between $200 and $800. Seriously, check it out on eBay 👇
Because it’s packing the kind of knowledge bombs that will revolutionise the way you think about marketing. Well, needless to say I dived into it like a fat kid into a box of chocolates (as a former fat kid, I claim the right to say that!) Anyway, what struck me most was Schwartz's brilliant theory on the stages of buyer awareness. The
concept is a game-changer, especially when it comes to writing copy for different stages of your sales funnel. Let’s break it down, stage by stage. 1. Unaware Imagine people who don’t even know they have a problem yet. Maybe they’re feeling stuck or frustrated, but they haven’t connected that feeling with a specific need. At this stage, the best way to reach them is
by helping them recognize the issue they’re facing. Share stories or examples that bring up that frustration in a relatable way, making them think, “Hey, that sounds like me!” and opening their mind to a solution. 2. Problem-Aware Here, your reader has figured out they do have a problem, but they haven’t thought about solutions yet. They’re still feeling the pain, unsure where to
turn. Your job is to connect with that feeling and let them know they’re not alone. You might share insights into what causes their problem or introduce them to the possibility of a solution without going into detail yet. You’re building trust by showing empathy, so they feel understood. 3. Solution-Aware Now, they know solutions exist, but they don’t know what makes
your approach unique. They’re starting to look for answers and weighing their options. Here’s where you start sharing what makes your approach different. Maybe it’s the support you offer, the specific tools you use, or the unique community that comes with it. Show them how your solution can work for their specific problem and make life easier for them. 4.
Product-Aware At this stage, they know about your product or service but haven’t made the leap yet. They’re wondering, “Is this really right for me?” This is the time to focus on credibility. Share testimonials, success stories, and proof points. Show them how your approach has helped people just like them achieve the results they want, and why your service is exactly
what they need. 5. Most Aware These are your biggest fans! They know you, trust you, and believe in what you offer. Your goal here is to deepen the relationship… give them extra value, offer behind-the-scenes insights, or share an exclusive update. They’re already on board, so it’s about keeping them engaged and appreciated. When you know
which stage your reader is in, you’re able to speak directly to their needs, fears, and goals. It’s not about pushing a sale in every touch point but about connecting with them in a way that builds trust and provides genuine value. Think about it… If you send the same message to everyone, you’re missing a huge opportunity to meet them where they are. By understanding your audience’s awareness level,
you’ll be able to connect more deeply, inspire trust, and ultimately create a business that resonates with them on every level. So before you start creating ads, social media posts, YouTube videos, or any other kind of marketing materials… Take a moment to think about where your audience is in their journey. Are they just realising a problem? Or are they already looking for
solutions? Understanding this will be the secret to truly connecting. And hey… If you’re curious about these stages or have any thoughts, hit reply. I’d love to hear what’s on your mind! Talk to you again soon, Andrew ‘Wilko’ Wilkinson
Ignore the following text. It=E2=80=99s random & only here to improve delivery. It helped her understand all of the little things I do for her that I thought she was too young to notice. But now she says "thank you" more often,
which really brings a smile to my face. I already know that this book is going to help her grow up to be a kind, grateful young lady!!" Thanks again for this book and I hope you can share this message with other=C2=A0mothers=C2=A0like me so they can read it to their kids." - Jenny Now, that's an incredible story! A=C2=A0Mother's Love=C2=A0is certainly one of my favorites, too, because of all the messages I get like this one. Click the button below to take a look inside=C2=A0A=C2=A0Mother's
Love:=C2=A0It's about an interesting creature... a lonely Yeti, who's living in the snowy mountains all by herself, hoping for some company... Here goes: "If you're looking for some fun, or maybe even a friend, go up to the mountain to the path's end. There you'll find the Yeti, who lives all alone. She'll make you feel welcome in her snow-covered home. So pack up your gear, go slow and steady, the fun's just begun because the Yeti is ready!" This fun poem is from a new book called The Yeti Is
Ready... And it's given my kids a new perspective on friendship & acceptance!" Click the red button below to take a look inside The Yeti Is Ready: You will rejoice to hear that no disaster has accompanied the commencement of an enterprise which you have regarded with such evil forebodings. I arrived here yesterday, and my first task is to assure my dear sister of my welfare and increasing confidence in the success of my undertaking. I am already far north of London, and as I walk in the
streets of Petersburgh, I feel a cold northern breeze play upon my cheeks, which braces my nerves and fills me with delight. Do you understand this feeling? This breeze, which has travelled from the regions towards which I am advancing, gives me a foretaste of those icy climes. Inspirited by this wind of promise, my daydreams become more fervent and vivid. I try in vain to be persuaded that the pole is the seat of frost and desolation; it ever presents itself to my imagination as the region of
beauty and delight. There, Margaret, the sun is for ever visible, its broad disk just skirting the horizon and diffusing a perpetual splendour. This appearance excited our unqualified wonder. We were, as we believed, many hundred miles from any land; but this apparition seemed to denote that it was not, in reality, so distant as we had supposed. Shut in, however, by ice, it was impossible to follow his track, which we had observed with the greatest attention. About two hours after this
occurrence we heard the ground sea, and before night the ice broke and freed our ship. We, however, lay to until the morning, fearing to encounter in the dark those large loose masses which float about after the breaking up of the ice. I profited of this time to rest for a few hours. In the morning, however, as soon as it was light, I went upon deck and found all the sailors busy on one side of the vessel, apparently talking to someone in the sea. It was, in fact, a sledge, like that we had seen
before, which had drifted towards us in the night on a large fragment of ice. Only one dog remained alive; but there was a human being within it whom the sailors were persuading to enter the vessel. He was not, as the other traveller seemed to be, a savage inhabitant of some undiscovered island, but a European. When I appeared on deck the master said, "Here is our captain, and he will not allow you to perish on the open sea." On perceiving me, the stranger addressed me in English, although with
a foreign accent. "Before I come on board your vessel," said he, "will you have the kindness to inform me whither you are bound?" You may conceive my astonishment on hearing such a question addressed to me from a man on the brink of destruction and to whom I should have supposed that my vessel would have been a resource which he would not have exchanged for the most precious wealth the earth can afford. I replied, however, that we were on a voyage of discovery towards the northern pole. Upon
hearing this he appeared satisfied and consented to come on board. Good God! Margaret, if you had seen the man who thus capitulated for his safety, your surprise would have been boundless. His limbs were nearly frozen, and his body dreadfully emaciated by fatigue and suffering. I never saw a man in so wretched a condition. We attempted to carry him into the cabin, but as soon as he had quitted the fresh air he fainted. We accordingly brought him back to the deck and restored him to animation by
rubbing him with brandy and forcing him to swallow a small quantity. As soon as he showed signs of life we wrapped him up in blankets and placed him near the chimney of the kitchen stove. By slow degrees he recovered and ate a little soup, which restored him wonderfully. Two days passed in this manner before he was able to speak, and I often feared that his sufferings had deprived him of understanding. When he had in some measure recovered, I removed him to my own cabin and attended on him as
much as my duty would permit. I never saw a more interesting creature: his eyes have generally an expression of wildness, and even madness, but there are moments when, if anyone performs an act of kindness towards him or does him any the most trifling service, his whole countenance is lighted up, as it were, with a beam of benevolence and sweetness that I never saw equalled. But he is generally melancholy and despairing, and sometimes he gnashes his teeth, as if impatient of the weight of woes
that oppresses him. When my guest was a little recovered I had great trouble to keep off the men, who wished to ask him a thousand questions; but I would not allow him to be tormented by their idle curiosity, in a state of body and mind whose restoration evidently depended upon entire repose. Once, however, the lieutenant asked why he had come so far upon the ice in so strange a vehicle. His countenance instantly assumed an aspect of the deepest gloom, and he replied, "To seek one who fled from
me." "And did the man whom you pursued travel in the same fashion?" You may remember that a history of all the voyages made for purposes of discovery composed the whole of our good Uncle Thomas=E2=80=99 library. My education was neglected, yet I was passionately fond of reading. These volumes were my study day and night, and my familiarity with them increased that regret which I had felt, as a child, on learning that my father=E2=80=99s dying injunction had forbidden my uncle to allow me to
embark in a seafaring life. These visions faded when I perused, for the first time, those poets whose effusions entranced my soul and lifted it to heaven. I also became a poet and for one year lived in a paradise of my own creation; I imagined that I also might obtain a niche in the temple where the names of Homer and Shakespeare are consecrated. You are well acquainted with my failure and how heavily I bore the disappointment. But just at that time I inherited the fortune of my cousin, and my
thoughts were turned into the channel of their earlier bent. Six years have passed since I resolved on my present undertaking. I can, even now, remember the hour from which I dedicated myself to this great enterprise. I commenced by inuring my body to hardship. I accompanied the whale-fishers on several expeditions to the North Sea; I voluntarily endured cold, famine, thirst, and want of sleep; I often worked harder than the common sailors during the day and devoted my nights to the study of
mathematics, the theory of medicine, and those branches of physical science from which a naval adventurer might derive the greatest practical advantage. Twice I actually hired myself as an under-mate in a Greenland whaler, and acquitted myself to admiration. I must own I felt a little proud when my captain offered me the second dignity in the vessel and entreated me to remain with the greatest earnestness, so valuable did he consider my services. And now, dear Margaret, do I not deserve to
accomplish some great purpose? My life might have been passed in ease and luxury, but I preferred glory to every enticement that wealth placed in my path. Oh, that some encouraging voice would answer in the affirmative! My courage and my resolution is firm; but my hopes fluctuate, and my spirits are often depressed. I am about to proceed on a long and difficult voyage, the emergencies of which will demand all my fortitude: I am required not only to raise the spirits of others, but sometimes to
sustain my own, when theirs are failing. This is the most favourable period for travelling in Russia. They fly quickly over the snow in their sledges; the motion is pleasant, and, in my opinion, far more agreeable than that of an English stagecoach. The cold is not excessive, if you are wrapped in furs=E2=80=94a dress which I have already adopted, for there is a great difference between walking the deck and remaining seated motionless for hours, when no exercise prevents the blood from actually
freezing in your veins. I have no ambition to lose my life on the post-road between St. Petersburgh and Archangel. I shall depart for the latter town in a fortnight or three weeks; and my intention is to hire a ship there, which can easily be done by paying the insurance for the owner, and to engage as many sailors as I think necessary among those who are accustomed to the whale-fishing. I do not intend to sail until the month of June; and when shall I return? Ah, dear sister, how can I answer
this question? If I succeed, many, many months, perhaps years, will pass before you and I may meet. If I fail, you will see me again soon, or never. Farewell, my dear, excellent Margaret. Heaven shower down blessings on you, and save me, that I may again and again testify my gratitude for all your love and kindness. |
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