The Viral AI Tech Company Made This Huge Mistake On Their Landing Page

A new piece of AI tech hardware launched this week.

The Rabbit R1 got tons of attention on Twitter — their keynote posted 3 days ago currently has 10 million views and thousands of retweets. Unfortunately, most of that attention was wasted.

When I saw a post about the product launch, I immediately went to their landing page. I wanted to see what the hype was about.

It was a big disappointment.

The landing page provided no useful information.

I see six spinning images of this device:

I learn a few things about it:

• It’s “your pocket companion”
• It costs $199
• It has a push-to-talk button
• It has a far-field mic
• It has a 360° rotational eye
• It has an analog scroll wheel
• It has USB-C + SIM card slots

None of that information is helpful.

Lots of commenters found the same issue:

No one knows what this thing does or why they would use it.

The fatal mistake Rabbit made on their landing page was missing their audience awareness level.

There are 5 awareness levels:

1. Unaware
2. Problem aware
3. Solution aware
4. Product aware
5. Most aware

Since this is a new type of product, most of their audience is unaware. It’s not a smartphone with better features. People don’t know about the product and aren’t looking for a solution because they don’t even know they have a problem.

Marketing to an unaware audience is great because it’s usually the biggest crowd. You can reach the most amount of people. It also comes with the challenge of convincing those people that they have a problem worth solving, there’s a viable solution, and that your product is the best solution for them.

Rabbit didn’t do any of that on their landing page.

They only focused on the physical product features. A scroll wheel, 360 camera, and push-to-talk button. There’s zero information about the capabilities (what you can do with the product) or benefits (why the features matter).

Rabbit successfully grabbed the attention of millions of people, but it was wasted. Once you have their attention, an unaware audience needs information. Education is how you move them from Unaware to Problem Aware.

They only provided information in the 25-minute keynote presentation — who has time to watch that?? Not me.

I saw some people saying the keynote modeled Steve Jobs’ iPhone presentation. That keynote was only 14 minutes.

Rabbit should’ve also copied the iPhone’s landing page, because it’s far more useful and informative than theirs:

I think the iPhone was also targeting a mostly unaware audience in 2007.

Let’s look at what they got right:

iPhone combines three products

That first sentence highlights the big problem: I need to use multiple devices to do tasks.

And then it continues on to explain how the iPhone has the capabilities of a phone, iPod, and internet-connected device, like a Blackberry or GPS.

completely redefining what you can do on a mobile phone.

This is the Big Idea.

The iPhone will redefine what I can do on my phone. The ideal result is that I believe my current phone isn’t good enough and I need to upgrade.

This page has:

• Features
• Benefits
• Capabilities

It tells you exactly what the iPhone can do, the things you can use it for, and why it’s better than your current phone.

Everyone’s looking at this brand new r1 device and wondering what it can do, what you’d use it for, and why it’s better than their phone.

Despite their awful landing page, the product launch wasn’t a complete failure. Their website says that the second batch sold out (whatever that means).

The more important thing is that you don’t make the same mistake.

When your business isn’t a VC-funded AI startup, a bad landing page can mean 0 sales. I’ve done it myself. You need to make your landing page as excellent as possible and get the highest conversion rate possible.

Being aware of awareness levels is one of the main keys to your success.

And no, you don’t need to create a fancy, never-before-seen AI gadget to sell to an unaware audience.

You can position a copywriting course to sell to an unaware audience. You’d call it a “How to make money” course, because your unaware audience doesn’t know or care about copywriting.

And if you were marketing to a product aware audience, you wouldn’t explain “Why should you learn copywriting?” because they already know.

Here are some simple tips to market your products to each awareness level:

• When you’re talking to an unaware audience, you should be a bit vague and offer something that everyone wants: Money, fame, happiness, etc.
• When you’re talking to a problem aware audience, you need to show empathy. Show your audience that you understand their problem and can help them solve it.
• When marketing to a solution aware audience, your job is to compare the different solutions and prove to them why yours is different and better than all of the others.
• When marketing to a product aware audience, reduce risk as much as possible and give them a no-brainer offer that’s easy to say yes to. Show them social proof, show them your processes, and give them a guarantee.
• When talking to the most aware audience, offer something new, and almost start over at the unaware stage. Tell them that you have the missing puzzle piece that they need to finally solve their problem.

I share an example offer for each awareness level in this article:

I want you to have the best landing page possible, and hope this article helps you do that.

There’s a goldmine of landing page info in this list of articles:

(it’s my most popular and most-saved list by far)

ps. I just launched Landing Page Blueprint to help you learn and implement the keys to creating high-converting landing pages for your business and clients. It includes the essentials from my course, for 1/10th the price.

Find out more here: