How to identify your audience's awareness to create a more targeted pitch

1. The Path to Persuasion:
Finding your audience’s
Starting Point

2. Awareness of your solu.on
Need for your solu.on

3. Awareness of your solu.on
Need for your solu.on
“Puppies and
rainbows”
Not aware
of problems

4. Awareness of your solu.on
Need for your solu.on
Living with
the pain
Not aware
of problems
Problem
Aware

5. Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
“Need help.
What’s available?”
Not aware
of problems
Problem
Aware

6. Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
Low awareness
Not aware
of problems
Problem
Aware

7. Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
“These look good”
Option(s)
ID’d
Not aware
of problems
Problem
Aware

8. Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
Option(s)
ID’d
Possibly aware of you
Looking for the right fit
Not aware
of problems
Problem
Aware

9. Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
Option(s)
ID’d
YOUR
solution
“You look like a
GOOD op.on”
Not aware
of problems
Problem
Aware

10. Perfect fit
Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
YOUR
solution
“Let’s do it”
Option(s)
ID’d
Not aware
of problems
Problem
Aware

11. Perfect fit
Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Aware your
solu.on solves
their need
Not aware
of problems
Problem
Aware

12. Perfect fit
Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Doesn’t see a need
for your solu.on
Not aware
of problems
Problem
Aware

13. Perfect fit
Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Could have
interest in your
solu.on
Not aware
of problems
Problem
Aware

14. Perfect fit
Awareness of your solu.on
Need for your solu.on
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Your
solu.on is a
fit for their
problem
Not aware
of problems
Problem
Aware

15. Perfect fit
Awareness of your solu.on
Need for your solu.on
Problem
Aware
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Not aware
of problems

16. Let’s look at
Start points
Side by side

17. Perfect fit
Awareness of your solu.on
Need for your solu.on
Problem
Aware
Seeking
Solutions
YOUR
solution
Not aware
of problems
For this example, I’ll use these 5 awareness points

18. You
Have call center
service software

19. You
Have call center
service software
You offer very affordable analytics for
small companies that need analytics
like big companies, but can’t afford the
big company prices

20. Here’s what your
audience looks like
by starting point

21. Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.

22. Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.
Not aware
of problems

23. Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software. They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts
Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.

24. Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software. They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts
Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.
Problem
Aware

25. Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.
Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software. They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts

26. Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.
Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software.They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts
Seeking
Solutions

27. Regional
service center
They are in the
market for
analytics
software.
They found you
through an email
campaign you
launched a couple
of weeks ago.
They’ve seen your
website, and
asked to set up a
meeting.
Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.
Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software.They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts

28. Regional
service center
They are in the
market for
analytics
software.
They found you
through an email
campaign you
launched a couple
of weeks ago.
They’ve seen your
website, and
asked to set up a
meeting.
Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.
Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software.They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts
Interested
in YOUR
solution

29. Regional
service center
They’ve met with
you several times
now and you feel
they’re ready to
push the button.
They asked about a
couple of other
software solutions
that are more
generic.
Your solution is just
for the service center
industry and your
executives all have
service center
experience.
Regional
service center
They are in the
market for
analytics
software.
They found you
through an email
campaign you
launched a couple
of weeks ago.
They’ve seen your
website, and
asked to set up a
meeting.
Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They just started
up and won their
first few clients.
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great
Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software.They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts

30. Regional
service center
They’ve met with
you several times
now and you feel
they’re ready to
push the button.
They asked about a
couple of other
software solutions
that are more
generic.
Your solution is just
for the service center
industry and your
executives all have
service center
experience.
Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They just started
up and won their
first few clients.
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great
Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software.They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts
You’re the
Perfect fit
Ready to
start

31. Regional
service center
They’ve met with
you several times
now and you feel
they’re ready to
push the button.
They asked about a
couple of other
software solutions
that are more
generic.
Your solution is just
for the service center
industry and your
executives all have
service center
experience.
Regional
service center
They are in the
market for
analytics
software.
They found you
through an email
campaign you
launched a couple
of weeks ago.
They’ve seen your
website, and
asked to set up a
meeting.
Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They just started
up and won their
first few clients.
They use
spreadsheets for
analysis and it
works!
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great.
Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software. They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts

32. Small
service center
They’re about to
grow really
rapidly with new
clients.
They aren’t in
the market for
software.They
like their
spreadsheets.
They’re worried
about how to
grow fast and
maintain service.
They’re going to
have to hire a lot
of people really
quickly, including
new analysts
Small
service center
They just started
up and won their
first few clients.
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great
Regional
service center
They’ve met with
you several times
now and you feel
they’re ready to
push the button.
They asked about a
couple of other
software solutions
that are more
generic.
Your solution is just
for the service center
industry and your
executives all have
service center
experience.
Regional
service center
They are in the
market for
analytics
software.
They found you
through an email
campaign you
launched a couple
of weeks ago.
They’ve seen your
website, and
asked to set up a
meeting.
Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
You’re the
Perfect fit
Problem
Aware
Interested
in YOUR
solution
Seeking
Solutions
Not aware
of problems

33. Regional
service center
They’ve met with
you several times
now and you feel
they’re ready to
push the button.
They asked about a
couple of other
software solutions
that are more
generic.
Your solution is just
for the service center
industry and your
executives all have
service center
experience.
Regional
service center
They are in the
market for
analytics
software.
They found you
through an email
campaign you
launched a couple
of weeks ago.
They’ve seen your
website, and
asked to set up a
meeting.
Regional
service center
They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
companies.
Their growth
strategy is to
double in size,
and they need
to scale up
affordably.
If they don’t
scale up, they
will be off track
for revenue
targets.
Small
service center
They’re winning
new clients and
excited about
their growth.
They aren’t in
the market for
software. They
are happy with
spreadsheets,
and why
change?
Small
service center
They just started
up and won their
first few clients.
They’ve been
recognized for
their hands on
approach.
They’re really
excited about
their growth.
Things are great