The 5 Levels of Awareness

One of the first steps of writing effective copy is understanding the "awareness level" of your market. If they are hyper-aware, you can take a direct approach. All you need to do is make an offer. If they are unaware, you'll likely be better of indirectly sucking them into your message with a story. Those are the two extremes. If they fall somewhere in between, try agitating their problems, overcoming their objections, and focusing on special deals.