Optimizing copy based on audience trust level

Most Indian Brands Only Target 5% of Their Real Audience It’s the 1st of May. And it’s story time. In April, we audited 14 Indian D2C brands running Meta ads. Here’s how they broke down: 8 brands spending ₹5L–₹20L/month 6 brands spending ₹20L–₹50L/month They came from across the board: Skincare, nutrition, fitness, food & beverage, apparel. Some were scaling fast. Most had strong creatives. But almost all of them made the same critical mistake. They were speaking to just 5% of their total audience and the ones already ready to buy. Here’s how the real cold audience is shaped: → Unaware (60%) – No idea they have a problem → Problem-Aware (20%) – Know something’s wrong, not sure what to do → Solution-Aware (10%) – Looking for options, not brands → Product-Aware (5%) – Knows your product (or competitors) → Most Aware (1%) – Ready to buy now Most of these brands? They were running conversion campaigns… with BOFU messaging targeted at cold audiences. No wonder CAC kept climbing. What we saw happening: → Using “20% OFF” and “Bestseller” ads for cold traffic → Targeting broad audiences with product-aware copy → Good CTRs but low conversions → Ineffective remarketing because no trust was built upfront The brand that scaled profitably? They did this differently: → Built full-funnel creative mapped to awareness levels → Focused on emotion, storytelling, and education at TOFU → Earned attention before selling → Watched CAC drop while AOV and retention improved How to fix this (Messaging Strategy Checklist) 1. Identify who you’re writing to → If they’re unaware, don’t start with product features. Start with a story. 2. Create awareness-level aligned content → TOFU: "Why your protein intake isn’t working as hard as you think" → MOFU: "3 mistakes Indians make when choosing whey supplements" → BOFU: "15g clean protein. No bloat. No fillers. 20% off today" 3. Separate cold and warm messaging in ad structure → Don’t run the same ad across funnel stages 4. Track new customer % and blended CAC → If CTR is high but CAC keeps rising, your message is misaligned Recap: ✅ 14 Indian D2C brands audited in April ✅ Categories: skincare, nutrition, fitness, food & beverage, apparel ✅ Almost all spoke only to the product-aware minority ✅ Full-funnel messaging equals to better CAC, higher LTV, real scale ✅ Awareness-level targeting is your unlock, not more budget If you're only talking to people who already want to buy… You're not scaling. You're just circling the same pool. Speak to the unaware. Educate the confused. Resonate with the ones no one else is talking to. That’s where growth hides in plain sight. And remember: → Only with the right creative strategy can you speak differently to buyers at different stages of awareness. → Only with cutting-edge media buying can you scale that message without breaking your CAC. Want help reframing one of your top-performing ads to speak to the 95% you're missing? Let's Chat.

After analyzing thousands of pages of copy, I discovered the highest-converting copy shares one trait... It's a two-way conversation happening in one person's mind. When people read, their inner voice doesn't just narrate, it responds. Neuroscientists call this "predictive processing." Your brain constantly generates predictions about what comes next, and when those predictions include objections, doubts, or questions, they need immediate resolution. Ignore them? The reader's mind wanders. Address them? You create flow state. So, this works in 3 levels... 👉 Level 1: Surface Objections These are conscious, logical concerns. Write: "Make $10k/month as a copywriter" They think: "Is that realistic?" You address: "The average is $3-5k, but here's how top performers reach $10k..." This is where most copywriters stop. It's not enough. 👉 Level 2: Emotional Undercurrents These are feelings they might not even articulate. Write: "Join 500+ successful students" They feel: "Will I be the failure?" You address: "If you're worried about being the exception, here's what separated our struggling students from thriving ones..." 👉 Level 3: Identity Protection These are core beliefs about themselves. Write: "This system works for beginners" They believe: "I'm not good at technical stuff" You address: "If you can write an email, you can do this. Here's John, 67, who hadn't used anything beyond WhatsApp..." Objections don't appear randomly. They follow predictable cascades: Example cascade in action: "It costs $2000" → "That's expensive" (price) → "Will it actually work?" (value) → "Can I even do this?" (capability) → "Are they legitimate?" (trust) → "Am I the type who succeeds?" (identity) Your copy must navigate this entire cascade, not just the surface objection. Within single paragraphs, multiple micro-conversations happen: "Last month, my student Sarah (she's 43, started with zero experience—yes, actual zero, not 'I wrote blogs in college' zero) landed her first $5k client. No, that's not a typo. Yes, in her first month. I know what you're thinking, 'cherry-picked success story.' Fair. Here are 12 more from last month alone..." Each answer spawns new questions. Map them all.

We’re in a trust recession. Customer journey cycles take longer, and people need more proof to believe the promises brands are making. While conducting audience research for a supplement brand, a common theme I came across was that people are “tired of brands promising the world and delivering no real results”. To build trust, you need to show multiple forms of proof across ALL of your marketing assets. Here’s how: ✅ Studies behind it It’s not enough to say “evidence-based” or “science-backed.” Show the outcomes of the studies, how many studies it’s based on, and how many years of research have gone into this. ✅ Expert involvement Why should people trust YOU to solve their problem vs. the other guys? What’s your background in the topic, and which experts have you brought on board? ✅ Clinical validation Publishing original research where you can show how your solution improves health outcomes is crucial. ✅ Doctor recommendation If doctors are referring patients to you, make it a key part of your messaging. ✅ Testimonials and case studies So many testimonials I see don’t actually prove anything. You need to show a before/after transformation with measurable results if possible. ✅ Certifications, awards, partnerships, media mentions These are all powerful forms of third-party proof that you know what you’re doing and you’re worth paying attention to. ✅ Number of people who have benefitted from this Psychologically speaking, people want to feel united to a group. If you’ve already helped thousands of people, it will motivate others to join the “in crowd”. As a conversion copywriter, I help health tech brands emphasize their proof points, decrease friction in the decision-making process, and stand out from the competition. If you’re a health tech founder or marketer looking to convert more customers in 2025, DM me to see if we’re a fit. #healthtech #conversioncopywriter --------------------------------------------------------------------------- In case we don’t know each other, hey! 👋 I’m Kayla - a freelance conversion copywriter. I write strategic, data-driven copy that gets people to say “yes” to health brands.