Kratos
When it comes to marketing, one size does not fit all.
The reality is that different people have different levels of awareness, and what appeals to one person may not appeal to another.
So, if you want to maximize your chances of selling your product or service, and also have a scalable business, you need to understand the different levels of awareness and how to target them effectively.
And this is what I am going to show you today.
Eugene Schwartz’s 5 Levels of Awareness
Eugene Schwartz, one of the most celebrated copywriters of the 20th century, developed a framework for understanding the different levels of awareness that people have when it comes to a product or service.
According to Schwartz, there are 5 levels of awareness:
Unaware: This is the audience that has no idea they have a problem that your product or service could solve.
Problem Aware: This audience knows they have a problem, but they don’t know that a solution exists.
Solution Aware: This audience knows that a solution exists, but they don’t yet know that you have a product or service that can solve it.
Product Aware: This audience knows about your product or service, but they haven’t yet decided to buy it.
Most Aware: This audience knows about your product or service and is actively looking to buy it.
And here’s an example of how these audiences could look for a fitness gym business:
Unaware: People who are not actively looking for a gym or may not realize they need to work out.
Problem Aware: People who have identified a specific fitness goal, such as weight loss or strength training, and are looking for a way to achieve it.
Solution Aware: People who are aware of the gym as a potential solution for their fitness goals but have not yet made a commitment.
Product Aware: People who have already visited your gym or know about its offerings but have not yet committed to a membership or package and just need a discount.
Most Aware: People who know about your gym and are comparing your offer and prices to other gyms.
How to Sell to the Most Aware
The most aware audience is the easiest to target, and they are typically searching for the best product or service at the lowest price.
Google Ads Keywords are an excellent way to target this audience since they are already looking for your product or service.
For example, if you’re selling high-quality coffee beans, you can use keywords like “best coffee beans” to target this audience.
How to Sell to the Product Aware
The product aware audience knows about your product, but they haven’t yet decided to buy it.
This audience is typically looking for discounts and deals.
Using Google Ads Keywords, such as “coffee bean discounts” or “coffee bean deals,” can be an effective way to reach this audience.
How to Sell to the Solution Aware
The solution aware audience knows that a solution exists, but they haven’t yet decided which product to buy.
This audience is looking for claims and proof.
Any platform can be effective in targeting this audience, but it’s important to focus on providing social proof, such as reviews and testimonials, to help convince them to choose your product.
How to Sell to the Problem Aware
The problem aware audience knows they have a problem and is looking for a solution.
This audience is looking for benefits and relief from anxieties.
Any platform can be effective in targeting this audience, but it’s important to focus on providing clear benefits that your product or service offers, as well as addressing any anxieties or objections they may have.
How to Sell to the Unaware
The unaware audience doesn’t know they have a problem that your product or service could solve.
This audience is looking for stories and secrets.
Any platform can be effective in targeting this audience, but it’s important to focus on creating compelling narratives that show how your product or service can make a difference in their lives.
Spend More Time on the Unaware, Problem Aware, and Solution Aware
While it’s important to target all five levels of awareness, it’s essential to spend more time on the unaware, problem aware, and solution aware audiences.
These three levels represent your only way to build a scalable business since they represent the largest audiences that have not yet made a decision to buy.
By targeting these audiences effectively, you can significantly increase your chances of success.
Conclusion
Effective marketing requires an understanding of the different levels of awareness that people have when it comes to a product or service.
By using the right digital marketing platforms and targeting the right audience, you can significantly increase your chances of success.
Remember to spend more time on the unaware, problem aware, and solution aware because they are your opportunity to scale, and they come with fewer pricing objections compared to the most aware and product aware.
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