Match Your Message to Your Buyer's Awareness Level

A page can convert worse after you double the ad budget while nothing on it has changed. The new visitors know less than the old ones, and the page was written for the old ones.

When copy is written for the reader who already knows the product and is close to buying, everyone colder meets a price or a trial offer before they have agreed they have a problem, and leaves. Rewriting the headline or adding a discount speaks to the same warm reader again.

This course uses Eugene Schwartz's five levels of awareness, a working framework from copywriting practice, to decide what a message has to do before you write it. You read how much a reader knows, write the job each level needs, adjust for how often your market has heard the claim, and send each traffic source to a page built for the level it delivers.

You walk away with a first line for each of the five levels, your market's sophistication stage, and one problem-first page for your coldest real traffic.

"Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product.", Eugene Schwartz

Who it's for

Founders: whose pages persuade people who already know the product and lose everyone else.

Marketers and copywriters: who want a reliable way to decide what a page should say before they write a word.

Solo creators: selling to a mixed audience who need cold and warm buyers served without one message undoing the other.