May 1st, 2022 | 2 min. read
By Eric Gerber
Find out exactly how marketing with Zoe Marketing & Communications works in a free guide.
Show of hands: Who wants to spend less on advertising, get better results and attract ideal clients? It’s the marketing grail.
Yet many businesses get stuck in “the gap” — the rut between someone being aware of your services and taking action. Every year, Zoe Marketing & Communications helps businesses bridge this divide.
After reading this, you’ll be equipped to do the same.
Download Your Guide to Marketing With Zoe
From the first steps and your role in success to specific services, pricing and success stories, learn all about partnering with Zoe.
1. The 4-step ‘gap’ between marketing awareness and action
In marketing, people from “cold” (unaware) to “warm” (interested) to “hot” (ready to buy). The process typically looks like this:
- Asleep: They’ve never heard of you.
- Aware: They’ve vaguely heard of you.
- Awake: They know you exist.
- Alive: They do business with you.
Each stage requires different messaging to nudge them forward.
2. How to make people ‘aware’ of you
People don’t want to be jolted awake. So your first outreach should be subtle, not salesy. Yet, in our experience, we’ve found 90% of businesses don’t have an “asleep” message.
Solution: Identify, highlight and educate
- Know your ideal customer: Where do they spend time online? What are their concerns? What’s their ZIP code and income level?
- Point out their problems: They may not even realize they have a problem. Use prompts like, “Ever notice when…?” or “Do you ever feel…?”
- Leverage sponsored content: Articles build trust and educate. Whether posted on your site or a third-party publication, always include an email opt-in.
3. How to awaken people’s interest
At this stage, people think: “I have a problem, I want it solved, and I might consider your company.”
Solution: Meet them where they are, count small wins and provide a way forward
- Address their hidden concerns: You already know what’s on their mind, because your past clients had those same doubts.
- Track “small yes” moments: Clicking an ad, reading a post or joining an email list are all micro-commitments that build trust.
- Offer a solution: If they now recognize a problem, start painting a vision of how you’ll solve it. Use:
- Social proof: Customer reviews and testimonials
- Inspiring stories: Case studies or before-and-after examples
- Step-by-step guidance: Free PDFs, blog guides, or email series
4. How to make people feel ‘alive’ or excited
Here’s a crucial reality: If someone gets to 80% certainty about hiring you, your job is done.
At that point, they’ll research on their own, so your focus is simply to remove the last bits of doubt.
Solution: Make it easy to say yes
- Deliver a strong offer: If they’re already interested, give them a reason to act now.
- Book a call with us — 3 spots open next week!
- Try your first month at 20% off.
- Take our free client needs analysis.
- Provide a clear blueprint: Prospects might know what they want but not how to get there. Show them the path — your solution — step by step.
- Ask the right question: “What would your life look like if you had these results?” Let them visualize success before they even commit.
5. Key takeaways to break free from the gap rut
Crossing the marketing gap is a step-by-step process. Remember to always prioritize human connections — don’t assume every person who sees you will convert. Also, be a “polite pest” with persistent, well-timed outreach.
Need some support? Talk to us at Zoe Marketing & Communications. Since 2020, we’ve been helping local clients connect with their best prospects. To keep learning, discover:
Download Your Guide to Marketing With Zoe
From the first steps and your role in success to specific services, pricing and success stories, learn all about partnering with Zoe.
