What's your audience's POV

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
Concerned about 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