What is the most important question to ask when building a new marketing campaign?Hint - it's not "what am I selling?" or "features and benefits." Yes, these are critical questions that need answering. But as a marketer, the most important question to ask is, "who are my customers and how aware are they of the problems I'm trying to fix?" Only then can you create messaging that will most likely generate the greatest results.In today's episode, Tom Meridith sits down with Ralph Burns, Aaron Crocker, and Rachel Hoxmeier to discuss ad traffic levels and how marketers can use the "5 levels of customer awareness" to create successful marketing campaigns.IN THIS EPISODE, YOU'LL LEARN:00:00 Introduction00:54 Ad traffic levels: the foundation of all marketing campaigns02:50 The 5 levels of customer awareness 05:04 How to engage with prospects at different levels of awareness 07:53 Empathy is a marketer's most important trait11:10 Customer problems are markets, and solutions are products13:37 Target specific markets with customized ads15:45 Before you sell, understand the 5 levels of awareness18:10 The two main types of messaging in every ad copy23:20 How to target "Solution Aware" customers27:00 How to present the benefits and uniqueness of your product30:00 Elements that make your marketing claims more believable33:46 Ways to communicate the value of your product37:09 Hardest level in the 5 levels of traffic40:50 The 5 levels of awareness in one piece of messaging43:50 The basics of awareness-level copywriting45:21 Understanding the levels of customer intent 48:41 Marketing success is all about trial and error51:30 What is a Trojan Horse video?56:00 What to do with a non-performing ad58:10 Parting thoughts LINKS AND RESOURCES MENTIONED IN THIS EPISODE:Tiereleven.comGet your queries answered here: hi@tiereleven.comBreakthrough Advertising by Eugene M. Schwartz