Does your prospect need a whack on the head? If he is an Unaware Buyer, he doesn’t care about your product, even if he needs it. And he certainly doesn’t care about your webinar or your trade show booth. The challenge with the Unaware Buyer is that he goes out of his way to avoid any sales pitch, because he doesn’t think he needs to buy anything.

Content for the Unaware Buyer must be interruptive. It has to light a new spark, and cause the would-be prospect to do a double-take and change his mind about what you have to say.

How do you arrest attention from an Unaware Buyer?

• Speak loudly to the pain. Slow downloads? Dropped cell phone calls? High electric bills? Remind your buyers that their needs are too great, and their standards are too high, to live with that pain.
• Make it news. A new research finding is news; your appearance at the upcoming trade show is not. To be interruptive, the information must be new, not rehashed, and original.
• Make it entertaining. The ads people talk about at the water cooler are the ones designed to interrupt an Unaware Buyer into changing brands or “needing” a new innovation. Edgy creative turns heads.
• Know your persona. Develop solid personas for the Unaware Buyers to be sure that your content speaks directly to them, and also gets distributed through the media she uses.

We worked with a client to develop a survey reaching Unaware HR directors. The questions in the survey made the participants (our Unaware Buyers) consider the pain they were tolerating, and become interested in the outcome of our research. The survey results then had an immediate audience with the participants, and fed several effective marketing campaigns to reach more.

Interruptive content for the Unaware Buyer requires massaging before it is useful for the other stages: Tentative, Engaged, and Invested.

Click here for Stage 2: The Tentative Buyer.
Click here for Stage 3: The Engaged Buyer.
Click here for Stage 4: The Invested Buyer
Click here for the Introduction to the Four Stage Series