“Have you tried Topgolf?”, my friend asked. I had not even heard of the place until she mentioned it.
It turns out that Topgolf is a popular new game. Players rent a bay in what resembles a driving range to play a golf game. Players score points by hitting micro-chipped golf balls at giant targets in a field. Points are scored based on the distance of the target and how close the ball is to the bulls-eye of the target.
Until someone asked me about it, I was blissfully unaware that Topgolf existed. Now I know. Now I have one more place I can choose to spend my leisure dollars.
Awareness is always the first step in a buyer’s journey. After all, I can’t buy something I don’t know exists.
Eugene Schwartz, an advertising specialist, described five levels of awareness that buyers journey through in his book Breakthrough Advertising. The five levels are:
- Unaware: Buyers don’t know your product or service exists, or that they have a need for it.
- Problem aware: Buyers are aware they have a problem, but they don’t know the solutions.
- Solution aware: Buyers are aware of some solutions to their problem, but are not aware of your specific solution.
- Product aware: Buyers have become aware of your product, but they have not bought it yet.
- Most aware: Buyers who have purchased and used your product.
I traveled through these five steps with Topgolf.
- Unaware: I did not even know that Topgolf existed.
- Problem aware: I needed a fun local activity for my son and his friends during Spring break.
- Solution aware: I knew of a couple things we could do, but wanted more options.
- Product aware: A friend mentioned Topgolf, so I checked it out since my son enjoys golf.
- Most aware: We rented a bay at Topgolf over Spring break and played a couple games. It was fun. We may do it again.
This first step in a buyer’s journey is your marketing challenge. Making people aware of your books and how they solve a problem for buyers is the goal of your marketing activities.
Exposure is key. Word-of-mouth is your best tool for raising awareness. Get people talking about your books and people will become aware they exist.
Offering free review copies of your book and giving away your book to key influencers is powerful and drives word-of-mouth. Don’t skimp on this step of your marketing plan. Give books away and watch the Biblical principle of “give and it will be given to you” play out.
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