The Surprising 5 Stage Formula A Market Leader Uses To Attract Customers | Ep. 5

Willie Lee - Big 3 Media

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To effectively scale your business, it’s essential to firstly capture your customers’ attention. But how does one go about doing it? 

Content creation is one of the best ways to attract customers but it’s important to put out the right content to the right people at the right time. 

It’s not as easy as it sounds, which is why I approached Willie Lee — who’s leading one of Asia’s most trusted content production company — for my podcast 7-minute Scaling Secrets

Willie manages one of Singapore’s largest corporate film and video production company that also offers live streaming and animation services.

In this episode, Willie gives us an insider look at producing content that’s bound to attract the right customers. 

1. Identify your target audience


“Whether you close your first sale depends on whether you can catch your customer’s attention,” Wille said. 

Whose attention are you trying to capture?

In other words, who are you trying to sell to? Which audience would be most interested in your product? 

Your entire marketing strategy is shaped by your target audience. The type of content you create hinges on who you’re trying to reach out to. 

Tailoring your content to fit the needs and wants of your target customers will create a stronger impression on them. Not only will customers find your content relevant, it will also strengthen your customer relations. 

If you’re a new business, starting out with a simple SWOT analysis can help you identify your brand’s position in the market and your target audience. A SWOT analysis helps you determine your business’s strengths and weaknesses, as well as opportunities and threats.

On the other hand, you can also take a closer look at your existing customer base. From their demographic to preferences, understanding these nuances will help you create personalized content.  

Now that you’ve understood your target audience, it’s time to…

2. Identify your customer’s stage of awareness 


Willie kept stressing the importance of putting out the right piece of information at the right time. But when’s the right time? 

Willie’s answer is the five stages of awareness. These different stages include: 

  1. Unaware 
  2. Problem aware
  3. Solution aware
  4. Product aware 
  5. Most aware 

According to Willie, customers have different stages of awareness and you need to create content that fits the stage of awareness they’re in, so let’s take a closer look! 

Stage 1: Unaware 


At this stage, the client is unaware of the problem. During the discussion, Willie highlighted that, “Telling your client about your product when they aren’t sure what problem they have is just wasting your marketing dollars
.” This is exactly why you should generate content that’s more informational and guide your client towards realizing what the problem is. 

Stage 2: Problem aware 


Right after the “unaware” stage, it’s the “problem aware” stage. Here, the client is aware of the problem but is still unaware of the solution. Hence, your content would need to focus on the problem and relate back to the solution that your business offers. 

Stage 3: Solution aware


At this point, the client is aware of a solution but still doesn’t know any product that can solve it. They are now well aware of the problem they’re facing and actively searching for solutions but they haven’t come across your product — yet. 

Content that’s solution-aware usually mentions the solution at the start to catch the attention of potential customers. 

Stage 4: Product aware 


Here, the client is aware of a few products that solve their problem. However, they’re still a little unsure about some of your product’s features and functions. 

The aim here is specificity. Ensure that your content is specific about your product and what it offers. This is also a good time to highlight how your product differs from the competition!

Stage 5: Most aware 


Finally, in this stage, the client is fully aware of your product but has yet to make a purchase. During this stage, it is important to optimize the platform your potential clients are visiting for conversion. If it’s a website, ensure that there is a call-to-action and a streamlined funnel that will convince and encourage them to convert. 

As Willie said, “You need to put the correct content at the correct phase of awareness.” 

Now that you’ve understood the different stages, the content you create should correspond to them accordingly. 

After identifying the right people and the right time, it’s time to think about the right content to put out.

3. Identify the best message and medium


Willie explains this using the analogy of a plumber. A plumber is only contacted when people have plumbing problems. Naturally, the plumber should promote how they can
fix these problems. 

At its core, marketing is all about selling value. To sell value, you’d have to identify what your customers need. 

The best message to put out is one that conveys your customers’ needs and how your business can meet them. 

A common mistake brands make is putting out a message that they don’t identify with. “When brands create an image that doesn’t suit what they stand for, this dissonance will only confuse consumers,” Willie said. 

For example, a brand that’s known for being premium and luxurious suddenly markets themselves as one that’s easily accessible and common. Unless it’s an intentional rebranding, this sudden change in image will confuse consumers and brands will need to spend time and money to reorient them. 

Continuing the plumber analogy, how will people find their plumbers when their pipes burst? 

Will they search online? Or will they call their friends for plumber recommendations? Or perhaps they’ll call the number they remembered from a jingle? 

Similarly, you’d need to ask yourself which platform are your customers most likely to use when searching for your product. 

If they look up videos online, it’s ideal to produce videos on popular platforms like YouTube or TikTok. If they prefer reading resources on the internet, perhaps a written blog will catch their interest. 

The right medium will ensure that your content finds its way to your customers. Choosing the right digital marketing channels will also help you determine your best medium. 

Now that you know how to attract customers with the right content, it’s time to start your content creation process!

Best of luck!