“Some people say, ‘Give customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want… I think Henry Ford once said, ‘If I’d asked people what they wanted, they would have told me, a faster horse!’ People don’t know what they want until you show it to them… Our task is to read things that are not yet on the page.” – Steve Jobs.
Whether you realize it or not, you go through a journey every time you make a purchase. Before you buy anything, you spend time learning and thinking about it. You seldom see something you’re totally unfamiliar with and buy it right then and there.
The journey looks quite different depending on what you’re buying. It will help if we consider the two extremes of the process. For instance, the journey is short and straightforward if you’re buying a cup of coffee from your favorite stand. You already know what you want and that you want it.
- I want a double latte at ABC Coffee.
- I’m going to buy one.
But, if I’m offering to sell you a “Do-Hickey for a Rapidity,” the buying journey looks much different and involves more steps. You have no idea what it is, what it does, what problem it solves, if you have the problem, how much it costs, or if it’s worth it. Everyone is in a different stage of the buying journey, whether considering a routine purchase or being exposed to a new product or service for the first time. Here’s an example of awareness progression.
- Do I know I have a problem?
- Do I know about potential solutions to my problem?
- Do I know about your company’s solution?
- Why should I choose your company over others like you?
Do you want a “Do-Hickey for a Rapidity?” How do you know? Why or why not? You have no idea if you want one, so the buying process starts with learning about it, becoming aware of what it can do for you, and, ultimately, why it’s the best option.
If you’re responsible for creating your company’s advertising message, you need to understand your target customers’ awareness stage. Those with little or no idea about your product, service, or company need different messaging than those who have already done business with you.
Unaware
At this stage, they’re unaware of their problem and the solution you’re offering. This means they’ve never experienced the problem or heard of the product, service, or your competitors. They don’t know that they don’t know.
They might be experiencing some symptoms of the problem but haven’t identified it as a problem yet. We tend to ignore or deny problems until or unless there’s a solution.
What it means
When advertising to an unaware audience, you need to cast a wide net and do a lot of educating.
Because of that, most companies don’t want or can’t afford to advertise to an unaware audience. It requires a lot more work to build trust with your market and help them understand why what you’re talking about is important to them.
What you can do
The first thing you want to discuss is the problem your target customer may be experiencing. People are self-centered, and you must show them that you understand where they are and empathize with them.
The fact is, nobody wants car repairs, even if they need them. Let’s face it; car repairs are a hassle – they cost too much, take too long, and are confusing.
Make your story all about them and get them to feel their problem. They should feel seen and understood. But you also want to make it sting a bit.
- Check engine light on?
- Is your car driving a little wonky?
- Is something going “bump in the night” with your car?
You can make this even more potent when you add urgency.
- Catching problems early can save you big money.
- Don’t risk driving a small problem into a big one.
- People will avoid problems for as long as possible.
Problem Aware
Your target customers are aware of their problems but unaware of solutions. For example, their check engine light is on, something should be done, but they don’t know what to do about it. They know what they don’t know.
Maybe it’s just a defective light, something unimportant, or something so serious they should think about a new car. They have no idea yet, but they know the check engine light is on.
What it means
Show people you understand their problem and tell them you have a solution.
You’ll still need to do a lot of education in your advertising. People at this stage will be unsure about your solution, so you need to build trust and relate to their confusion and fear.
What you can do
Now that they sense a concern that needs to be addressed ASAP, you can tell them about your solution. Let them know you have the medicine that will make them feel better. Give them a glimpse of their potential future. Car repairs are a hassle – inconvenient, take time, loss of mobility, expensive, confusing, and lack of trusted service providers.
Be reassuring – “We take the confusion and hassle out of auto care.”
Solution Aware
Your target customer is aware of their problem, and they know some solutions exist. But they aren’t sure if your solution is right for them. They know they need to know more.
What it means
You need to show them that you’re knowledgeable about the solutions and prove why you’re their best option.
Remember that people in this stage know about their problems and that solutions are out there. They’re still skeptical, so your advertising needs to tell them precisely how your solution will solve their problem and why it’s better than the other choices.
What you can do
Maybe you have certified technicians, fast service, a long warranty, or have been in business since the car was invented, but you need to tell them why your solution is best for them. It needs to be expressed in terms of the benefits they’ll get if they choose your company.
Tell them exactly why you’re the best choice and how it solves their problem better than the competition.
Imagine what a hassle-free car repair experience would look like if you were the customer.
- Friendly people
- Same day appointments
- Free loaner car
- Accurate diagnosis and estimates
- The right repair done right
- Fair prices
- Fast repair times
- Great warranty
- A trustworthy shop
Now, paint them a word-picture of the perfect car repair experience.
Our friendly team offers same-day appointments because we know you’re busy, and we don’t want you to risk driving a small problem into a big one.
Our pinpoint diagnosis saves you time and money because we fix the right problem, we fix its cause, we fix it right, and it stays fixed – we back it up with our nationwide warranty!
If you need transportation while we work on your car, we’ve got you covered.
Company Aware
At this stage, your target customer is aware of your company. They’ve heard about your solution, but they’re not fully convinced. They know what they know but don’t trust their judgment.
Maybe they heard your commercials, saw an ad, or a friend recommended you. When people are at this stage, you have an advantage over your competitors, but you need to get people to cross the line and become customers.
What it means
You need to communicate your promises. Prove to them why your solution is their best option and eliminate any risks they might see. In the case of car repairs, eliminate anything that makes doing business with you a hassle.
People are going to be skeptical. Can you really solve my problem? Is your promise legit? Or is this another case of overpromising and underdelivering?
What you can do
Without solid proof, your promises are meaningless.
This is the problem advertisers run into when they focus too much on features without the benefits. Features and benefits are or should be complementary – neither stands alone.
The features of your product or service, coupled with the overt customer benefit(s), make your promises believable. You need to overcome doubts.
Social proof works wonders — especially if you have an abundance of it.
- Word-of-mouth
- Internet reviews
- Customer testimonials in your print and radio ads and on your website
Two or three people raving about your company is good but often not sufficient. You need overwhelming proof. Give them as much proof as possible.
Most Aware
They know what your product does and are nearly ready to buy. They could be online, on the phone, or in your shop, but you’re still in the advertising courtship phase. They know what they know but need to be helped across the finish line.
You’ve been there. You know you want to buy, but something is holding you back from making the purchase. Sometimes all it takes is a little nudge. Don’t most courtships end with a proposal?
What it means
At this point, you’re not just advertising – you’re selling. You need to know what their final objection is.
- Is your product too expensive?
- Are they worried that your product or service will take too long to complete?
- Are they unsure of the results they’ll get?
- Or is it something else?
What you can do
If you can figure out what their final objection or hurdle is, you can make them an offer that’s impossible to resist. However, if you’re guessing, you’ll likely never close the sale.
Your message’s final stage is your proposal or call to action.
You’ve shown them that you understand their problem. You’ve made a compelling, meaningful promise and proven that your solution works. Answer their question, “What do I do now?”
The next step needs to be user-friendly. Here are some examples.
- Call.
- Text.
- Go to our website.
- Stop by.
- Click here.
It’s like closing the sale. For more help with closing, consider rereading my article in last June’s issue, Close 100% of Your Sales. The same principles for closing sales will work for an effective call to action in your ad. If you missed that article, you’ll benefit from reading it now. Go to GearsMagazine.com and click on Up Your Business in the June issue. (See how I did that?)
About the author — Thom Tschetter has served our industry for over four decades. His article topics come from our readers and Thom’s years as a speaker, writer, certified arbitrator, business consultant, and his own in-the-trenches experiences. Thom owned a chain of award-winning transmission shops in Washington State, and ATRA presented him with a Lifetime Achievement Award for his years of training for the transmission industry.
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