5 Levels of Awareness

Happy Sunday Moementum family!

Is time just flying by or is It just me..?

First week of Septmeber is already gone and I feel like i’m still in august

Anyways…I see A LOT of ads throughout the day.

When it comes to paid ads, one of the biggest mistakes I see people make is trying to hit everyone with the same message…

The reality is not all customers are in the same place… and if you don’t meet them where they’re at, they’ll scroll right past you.

So how do you figure out how to talk to them in a way they’ll actually listen?

Eugene Schwartz, one of the greatest copywriters of all time, talked about this concept in his 5 Levels of Market Awareness. Once you understand these levels, you can craft laser-focused ads that your audience will actually listen to.

In today’s newsletter, I’ll dive deep into each stage and how your strategy should look based on where your audience is at.

Let’s get into it!

Stage 1: Completely Unaware

These people have no idea who you are, what your product is, or even that they have a problem. They’re not actively looking for a solution because they don’t even know they need one.

This is the coldest of cold audiences, and if you go straight into selling mode, they’ll tune out instantly. If I’m being completely honest, I wouldn’t even bother advertising to this group of people. But if you’re going to do it… here’s how to do it in a way that works:

Goal:

Your job is to grab their attention with something that piques their curiosity or taps into an emotional pain point they haven’t fully articulated yet, or aren’t completely aware of.

Ad Strategy:

Don’t mention your product or solution yet—it’s too early. Remember, they don’t even know they have a problem yet. Instead, highlight some related problem or experience. Storytelling or provocative questions work well here to get them interested.

Example:

Stage 2: Problem Aware

Your prospect knows they have a problem, but they either don’t know there’s a solution, or they don’t know about YOUR solution. They know there’s a pain point, and they’re experiencing it… but they feel like it’s either inevitable or unsolvable.

Goal:

Highlight the pain. Amplify the discomfort of their problem and show them that it doesn’t have to be this way. Again, you don’t want to go into too much detail about your product here… the goal of your ad is to “twist the knife” and build enough curiosity to learn more (aka clicking the ad).

Ad Strategy:

Agitate the problem, use emotionally charged language, and make them realize that this problem holds them back more than they think.

Example:

Stage 3: Solution Aware

Your prospect knows their problem, and they’re looking for a solution. They know there’s a solution out there, but they haven’t made the connection between THEIR problem and YOUR product. At this point, they’re doing research.

Goal:

Introduce your product, and position it as the most logical solution to their problem.

Ad Strategy: 

Start talking about solutions and hint at your product. This is where you can focus on benefits. What will the solution do for them? What problem will it solve? How will their life improve? Remember, they’re already looking for a solution… so your copy will be much more logical than emotional.

Example:

Stage 4: Product Aware

Your audience knows about your product, but they’re not convinced it’s the right fit for them yet. They’re probably comparing you with competitors or weighing the pros and cons between a few things. They’re close to buying but just need some more info or reassurance.

Goal:

Make your product stand out. Start to differentiate yourself and show why your solution is the best option. Usually, you shouldn’t talk about features in your ads, just direct benefits… but at this stage, you can share specifics about your features.

Ad Strategy:

You need to provide clarity. Remember, they’re comparing their options here, so you should show why your product is the best. Talk about customer testimonials, unique features, or even show case studies. Why should they choose you over anyone else?

Example:

Stage 5: Most Aware

This is as hot as a prospect can get. They know about their problem and all the different solutions. At this stage, the best deal wins.

Goal:

Overcome any last-minute objections, and give them a deal to push them over the edge. Limited-time offer, guarantee, risk-free trial, etc. Something to give them that final nudge to complete the purchase.

Ad Strategy:

Make an offer, and use urgency or scarcity. Highlight things like free shipping, money-back guarantees, or limited stock. Make it a no-brainer to buy RIGHT NOW.

Example:

Wrapping Everything Up…

The approach you take to writing your ads depends on how aware the audience you’re writing to is.

Here’s a quick recap:

1. Completely Unaware: Start with curiosity or emotion.

2. Problem-Aware: Agitate the problem.

3. Solution-Aware: Introduce your solution, focusing on benefits.

4. Product-Aware: Differentiate your product, logically sell.

5. Most Aware: Best deal wins, use urgency & scarcity.

Know where you’re audience is at, and write your ads based on that 💪

Hope that helps!

With that, let’s crush your week and keep building Moementum!

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