Page 85 - Black Friday Ebook (FINAL)

Awareness
This is the step where people (let’s call them visitors)

figure out that you exist. The objective here is to catch
attention and start building brand awareness.

It’s NOT the place to make a hard sell. It’s a discovery
phase.

At that step, you need to:

● Grab attention
● And highlight the problem your product solves

We call this step: Top of Funnel (TOF)

Audiences

Cold Audiences that have never had engagement with the
brand

● Interest-Based Audiences

● Lookalike Audiences

Content

You need attention-grabbing content to stop people in
their tracks.

Get people to learn more about your offers and your
products.

Make sure you send traffic to your Gift Guide.

● Offers

○ Use packshots (especially lifestyle) - images
and videos

● Product explainers, demos, educational, value-led
content

● Gift Guide content
● Influencer content
● Brand video