I was helping a thyroid expert with his landing page. While the headline and bulletpoints were fine taken by themselves, there was a big issue…
The headline and half the bullets teased about how a gland is the cause of your mysterious weight gain and low energy woes. The other half of the bullets straight up talked about the benefits of his thyroid supporting plan.
The problem? It’s talking to two different people.
Prospect A doesn’t realize their thyroid is the cause of their problems. So the copy is speaking to their symptoms, and promises to reveal the cause of them.
Prospect B DOES know they have a thyroid issue, and needs to fix it. So the copy is speaking to thyroid supporting solutions.
Your prospects having varying degrees of awareness about the problem, solutions, and your offer. Eugene Schwartz refers to these as levels of customer awareness.
While there’s quite a bit that can be discussed about this… the solution is simple–Speak to ONE person at a time in your content.
Now granted, eventually, you can speak to more than one avatar. But first master serving “The One.” It will automatically make every piece of content you create more compelling.
