BUILD A HIGH PERFORMANCE MARKETING & SALES ENGINE
The first step towards creating An Epic Buying Experience is to recognise that there exists only 3 types of prospect consumers:
Prospect Consumer Type 1
THOSE THAT KNOW,
THAT THEY KNOW!
These consumers are
1. aware of their needs
2. know about your brand
3. know how your product or service helps them
4. currently use a competitor product
Prospect Consumer Type 2
THOSE THAT KNOW,
THAT THEY DON'T KNOW!
These consumers are
1. aware of their needs
2. might be aware of your brand
3. don’t know enough about your product or service and how it is better for them
4. actively looking to buy your type of product or service
Prospect Consumer Type 3
THOSE THAT DON'T KNOW, THAT THEY DON'T KNOW!
These consumers are
1. unaware of their needs
2. unaware of your brand
3. unaware of your product or service and how it can help them
4. could be users of your product or service in the future
The second step is to realise that a single content strategy across these 3 segments will not work. You need to build different content strategies, as each segment is unique because of their need states & awareness.
