This is Eugene Schwartz, a marketing legend and entrepreneur.
He famously created the marketing concept known as the Pyramid of Awareness.
Here’s an image of it:
Source: marketingprofs
This pyramid shows the different stages of awareness prospects can be in relative to your product/service.
It clarifies what part of the buying process the prospect is a part of.
Your goal as a marketer is to get the right message to the right prospects.
And when you learn each of the stages of awareness, you can make the most relatable and persuasive message.
Let’s get into it.
The 5 Stages of Awareness
Unaware
The prospect is unaware of a problem they have.
They don’t realize they have a problem, and they don’t know who can solve it.
Ex: You run a small ad agency. Prospects don’t know they have a problem of “losing out on new customers,” so you inform them of this problem.
Problem Aware
The prospect knows they have a problem but doesn’t know the solution.
Hint, hint. This is where you introduce the solution that your business provides.
You tell the prospect “An ad agency can solve for the lack of customers.”
Solution Aware
The prospect knows of the solutions but doesn’t know your product is one of them.
You tell the prospect “My ad agency can get you more customers.”
Product Aware
The prospect is aware of your product but isn’t sure if they want it.
This is where you give social proof and talk about the benefits of buying.
You tell the prospect “On average, our customers get 20 new clients a month. We get you more customers so you can spend more time growing your business.”
Most Aware
The prospect knows your product, what it does, and wants to buy it.
Spice your offer up with a special discount. Use urgency or scarcity.
“Get 20% of our year-long deal. We only have space for 3 more clients so lock in your spot now.”
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Make your marketing specific to the prospect’s level of awareness
OK. You understand the levels of awareness.
Now let’s apply this into your actual business.
Map out your prospect’s level of awareness across all stages of your business.
This includes…
Your social media content
Your website
Paid ads
Email lists/newsletters
And so on
Then pair the level of awareness to each one.
Your social media content → Unaware, Problem Aware
Your website → Product Aware
Paid ads → Problem Aware, Solution Aware
Email list/newsletters → Product Aware, Most Aware
And so on
Effective marketing moves your prospects one step further until they are most aware.
To do this effectively, create relevant content for each level of awareness. Meet your audience where they are, and take them one step further in the buying process.
- Warren
PS: Some marketing may have multiple levels of awareness. For this, create content that matches the different levels of awareness.