Startups don’t convert nearly as many visitors as they can because of a simple copy principle hidden from them.
The concept of The Stages of Customer Awareness
A messaging concept coined by Eugene Schwartz that makes it easy to convert like crazy!
What is it?
There are 5 stages of customer awareness, and each stage requires dedicated messaging to convert people based on where they are in their journey.
The five stages are:
- Problem aware
- Solution aware
- Product aware
- Most Aware
So here’s what’s gonna happen; I’ll explain these awareness stages one-by-one with actionable insights into how to use them for real-world copywriting & marketing strategies.
Let’s dive right in, shall we?
The Unaware Stage
The prospect doesn’t even know that there exists a problem that needs to be solved. Hence, they are completely unaware.
How to Market: Use longer copy and in-depth messaging that introduces and solves in a single message.
For Eg: A sustainable clothing startup that makes people aware of what they do
The Problem Aware Stage
The prospect here knows that there exists a problem that needs to be solved. They just don’t know if a solution exists.
How to Market: Use the classic P-A-S (problem-agitation-solution) formula that intensifies a problem and then delivers on the solution.
For Eg: Highlighting the angle of sustainability, why it’s important and what’s going wrong right now.
The Solution Aware Stage
The prospects know that there exists a solution to their problem. They just don’t know whether you can provide them with that or not.
How to Market: Benefit-driven storytelling techniques and copy will help establish your product as the go-to solution.
For Eg: Presenting their unique product that solves that problem by using earth-friendly materials.
The Product Aware Stage
The prospects are actively looking to solve their problems with a solution that they’re aware of.
How to Market: Your USP can come in handy here because that’ll let your prospects know how your product is different.
For Eg: Communicating what the sustainable clothing startup does differently or extra. Basically, their USP.
The Most Aware Stage
The prospects want your products because of what it is or what it does.
They’re just looking for a trigger.
How to Market: Dedicated promotional offers, discounts, or creating a sense of urgency will be beneficial to trigger a purchase.
For Eg: The sustainable clothing startup offering promotional offers or discounts via ads.
There can be a million different reasons why your copy is not converting the way you want to. But I hope after reading this, you’ll realize that ill-targetted messaging should never be the reason.
You’d never offer a promotional discount to someone who doesn’t even know who you are, and the same way, you won’t hold back giving the best deal to someone who’s been long invested in your product.
That’s why it’s best to understand the customer awareness stages to make your copy & messaging razor-sharp. One that cuts through the noise and speaks to your prospects in the most empathetic way possible.