From the Founder's Desk — Sule Victor Joshua, Co-founder & Head of Operations & Expansion
One of the biggest mistakes in marketing is believing that customers are waiting to hear about your product. They are not. Customers wake up thinking about their problems, not our startup. A restaurant owner isn't thinking, "I hope someone launches a better restaurant management platform today." They're thinking, "We're running out of ingredients again. Sales are lower than last month. My staff keep making mistakes. Why is running this restaurant so stressful?"
“Great copywriters don't create desire from nothing. They connect existing desires to a believable solution.”
The Five Levels of Customer Awareness (Eugene Schwartz)
| Level | State | Copy that works |
|---|---|---|
| 1 | Completely Unaware — no problem in mind. | Educate: "Why Nigerian restaurants lose money without realising it." |
| 2 | Problem Aware — knows the pain, not the solution. | Empathise: "Tired of discovering missing ingredients during your busiest hours?" |
| 3 | Solution Aware — knows solutions exist, not you. | Introduce: "Looking for a simpler way to manage your restaurant?" |
| 4 | Product Aware — knows you, comparing options. | Differentiate — trust, testimonials, outcomes, ease of use. |
| 5 | Most Aware — trusts you, needs a nudge. | Offer: free trial, launch note, referral incentive. |
Good copy meets customers where they are. Showing "Book your demo today" to a completely unaware reader is as pointless as re-explaining the category to a loyal customer.
Emotion Starts the Decision. Logic Approves It.
- Emotional drivers: relief, control, confidence, growth, security, simplicity.
- Logical validators: price, security, integrations, setup time, guarantees, references.
- Every KIAGO TECH product should decide which emotions it primarily serves — and then answer the logical questions confidently.
Objections Are the Copy
Customers rarely say "No" — they think it. "Too expensive." "Too busy." "Maybe later." "My current system is fine." Great copy addresses objections before they become barriers. If the objection is "setup will take too long," the homepage says: Get started in less than 15 minutes with guided onboarding.
Trust Is Built Before the Sale
- Honest language over exaggerated claims.
- Clear, transparent pricing.
- Customer reviews and case studies.
- Real photos, real names, real numbers.
- Responsive support that shows up in copy too.
Use Customer Language (Straight From KGM 102)
If ten restaurant owners say "I waste too much time checking stock," don't rewrite it as "Manual inventory reconciliation consumes excessive operational resources." Our customers don't talk like consultants. Neither should our copy.
Think Like a Growth Operator
- What is the reader worried about?
- What do they secretly hope will happen?
- What might stop them from acting?
- Which evidence would make them trust us?
- What action should they take after reading this?