Match your headline to the awareness level. If you use a "Product Aware" headline for an "Unaware" audience, your campaign will fail instantly. 3. Managing the 5 Stages of Sophistication
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: A copywriter or business owner is shouting into a crowded market, trying to "make" people want their product. They are facing high competition and low conversion rates because they treat all customers as if they are ready to buy today. Managing the 5 Stages of Sophistication : This