You Must Create Top Of Mind Awareness
© 2003 By Willie
Your customers and prospects are bombarded with
thousands, sometimes tens of thousands of advertising
messages every day.
Getting your email though to them is a very small part of
the problem. After it gets to your reader, you have to
connect with them on a conscious level. Something
about your message has to make them really read, understand
and digest your message.
You have to create a "top of mind
awareness." Otherwise, your message isn't really
To make your message stand out, you need to be what Seth
Godin describes as a purple cow. He points out that if
you're driving down a busy highway, and pass a purple cow
grazing in a pasture, you would have to take notice. You'd
say, "There's a purple cow."
And then you'd stop and take a closer look. Your email
messages to your customers and prospects need to stand out
like a purple cow.
So many messages that we get every day aren't fully
We aren't fully aware of them in our environment. This
point jumped out at me a few days ago as I walked my
shitzu (dog). I knew there were bears in my part of
Florida. There are signs posted along some of
the highways warning drivers. However, I had
never seen one until about a week ago. I noticed
several cars stopped along the street where I was out
walking my dog.
I looked in the direction of the cars and there was a black
bear. It was about 3 feet tall when down on all four legs!
At that point the message that there were bears near where I
lived was fully received and felt on a very deep
"gut" level. There was a loose, wild bear,
about 50 yards from where I was! Fortunately, he was
only interested in crossing into a nearby patch of dense
After seeing that bear, and reflecting upon how long the
claws and teeth were on those I had seen in zoos and
museums, I now appreciated the fact that there were wild
bears around. Now, when I heard a rustling sound in
the bushes I paid more
attention. Previously, I had just assumed it was a porcupine
or an armadillo rummaging around for food. Now I was
aware that it might be something big enough to hurt me. Your
email and promotional messages to your reader need to be
"Ok, Willie," you say. But how do I create
this top of mind awareness in my readers. "How do
I stand out in their universe like a purple cow?"
"How do I have the impact of seeing a big bear walking
through my neighborhood?"
You increase your visitors top of mind awareness by showing
them in your messages that you understand their
problems. You show them that you really understand what it
is that they need or want. The words in your message
to them shares what *they* are feeling. Your empathy
and understanding has to come through.
Increasing your top of mind awareness in your readers and
prospects involves nothing more than showing them that
your thoughts are "what's in it for them."
If you show that you have their best interests at
heart, and that you are working for them, they have to
appreciate you and what you do. You do this by
studying great copywriting - as I have pointed out
You do this by talking directly to them, as I am doing in
this article. You do this by using the words you
and your more than I, me, and my in your copy. This shows
them who the message is really about.
Making your message about your customer or prospect pushes
you to the top of their consciousness because you are
communicating about something that they care about.
You are moving yourself into a universe
involving something they think about all the time.
Your prospects spend a lot of time and energy thinking
about how to improve their lives. It's human nature. If you
also spend a lot of time and energy thinking about how to
improve their lives, you naturally move into
where you have top of mind presence. You begin to stand out
in their subconscious and conscious minds like a
purple cow or a wild bear!
Now you have the secret to breaking through the clutter of
all of the messages your readers get everyday.
Simply make the
message about them. Simply convey," here's
something that will help you." Simply convey that
you're working to make their lives easier. It will be
virtually impossible for you to be ignored if you do this
Willie Crawford is a popular writer, speaker, and internet
marketing consultant. Through the 32-step Power
Copywriting For The Internet system, you can learn more
about creating top of mind awareness in your website
visitors and email readers. Begin using this powerful
system today by visiting:
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