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Understanding Stage of Awareness

by 55sadhikar
14 replies
Knowing the stage of the awareness helps you to really understand the mindset of your prospects and figure out the channels of traffic to market to them. But understand first how the offer is framed.

Example

Totally Unaware
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- Fat guy eating a cheeseburger and does not care about his weight.

Problem Aware
-------------------------

- Realizes that he has a problem with his weight and is causing some issues. But the pain is not strong to cause them to look for solution.

Solution Aware
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Realizes that he could lose weight.
Is actively shopping for solutions favourable to him.

Niche Aware
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-Decides that he wants to lose weight at home, due to convenience and insecurity issues. Comes to know that there is some at home workouts programs that could probably help him to lose weight ( P90x, Insanity, Beach Body Workout)

Offer Aware
--------------------
Has seen the offer but is waiting for the right deal/discount to pull the trigger.

This is a excerpt from Eugene Schwartz; the author of
" Breakthrough Advertising". He was a pioneer of advertising
and higly admired and respected for his ability to persuade and sell new products. The evolution of copywriting on print and online can be hugely credited to him.
#awareness #stage #understanding
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  • Profile picture of the author talfighel
    It's all about solving problems for people and getting a product that solves that problem

    In any advertising, you always want to pre-frame people so that you get an ideal customer to buy.
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  • Profile picture of the author samsabir
    It is all about recognizing the pain points of the targeted audiences and moulding your product's benefits accordingly to make them realize how you can make their life easier.
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  • Profile picture of the author 55sadhikar
    Also the scale of people in each stage of awareness isn't straightforward. The scale will be a lot higher for "totally unaware" stage of awareness ; simply because there are a lot of that are in this group and it progressively scales down to fewer people when you move down to the "Offer aware" stage. If you are creating an offer for people in the "totally unaware"stage of awareness you will need to do lots of selling and also the price of the offer has be lower since they aren't easy to be sold to.
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  • Profile picture of the author Claude Whitacre
    Originally Posted by 55sadhikar View Post

    Knowing the stage of the awareness helps you to really understand the mindset of your prospects and figure out the channels of traffic to market to them. But understand first how the offer is framed.

    .
    Using different names, it's also the customer buying process.

    And, as a marketer, your choice is where in that process you want to enter the prospect's mind.
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    • Profile picture of the author GordonJ
      Originally Posted by Claude Whitacre View Post

      Using different names, it's also the customer buying process.

      And, as a marketer, your choice is where in that process you want to enter the prospect's mind.
      Thanks Claude,

      We have found the best prospect for us, is the one at the end of the process and ready to pull the trigger. By having a better offer, some benefit the competition lacks, and being on the table at the decision making point...

      saves time and money. Let the competition make them aware, educate them, spend their time and money, we just need to be on their radar when the cash comes out of the wallets.

      Also, so many people COMPLICATE the Schwartz process, mostly because they have something for sale about it.

      But he was aware it was the SALES PROCESS, and if one studies most of his ads, he could take you from unaware to buy, in a single piece of copy, masterfully.

      GordonJ
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      • Profile picture of the author Claude Whitacre
        Originally Posted by GordonJ View Post

        Thanks Claude,

        We have found the best prospect for us, is the one at the end of the process and ready to pull the trigger. By having a better offer, some benefit the competition lacks, and being on the table at the decision making point...
        When I was selling in people's homes, I almost always had to take them through the entire buying process in one sitting.

        In retail, sometimes they go through most of the process with me...and sometimes they come at the very end, ready to buy.

        But when I'm advertising, I'm just trying to get the people who are right there, ready to buy, to choose to buy from me.

        When speaking, I take them through the whole buying process, but many are almost ready to buy when they show up, so I'm just throwing the widest net I can.
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    • Profile picture of the author 55sadhikar
      Originally Posted by Claude Whitacre View Post

      Using different names, it's also the customer buying process.
      .
      @ Claude Whitacre, can you elaborate what do you mean by the above?
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      • Profile picture of the author Claude Whitacre
        Originally Posted by 55sadhikar View Post

        @ Claude Whitacre, can you elaborate what do you mean by the above?
        In general, the buying process is roughly this;
        1) Initial awareness of a problem/want/need
        2) Information gathering, research, asking friends, checking reviews.
        3) Shopping. Comparing brands, comparing optional solutions.
        4) Deciding on your solution/product.
        5) Defending decision.


        These are from memory. And it can take anywhere from a few seconds to years for each step.
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  • Profile picture of the author 55sadhikar
    I guess offline with the brick and mortar business; i believe people have a sense of security knowing that its a physical location and licensed business whereas online its very hard to give in the trust onset. The proding and probing is very much part of the sales process. People in offer aware and niche aware fall into this category. They don't want to pull the wallet unless they know the business/product is established. Whereas with the "totally unaware", " problem aware", " solution aware",you're prone to buy impulsively. If you hit the trigger pain points; you'vyou've most likely got the sale.
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    • Profile picture of the author Odahh
      Originally Posted by 55sadhikar View Post

      I guess offline with the brick and mortar business; i believe people have a sense of security knowing that its a physical location and licensed business whereas online its very hard to give in the trust onset. The proding and probing is very much part of the sales process. People in offer aware and niche aware fall into this category. They don't want to pull the wallet unless they know the business/product is established. Whereas with the "totally unaware", " problem aware", " solution aware",you're prone to buy impulsively. If you hit the trigger pain points; you'vyou've most likely got the sale.
      it really depends on what your trying to sell if you want to sell by hitting pain points ..and can you do it as well as political commentators and news people ..who live by jabbing the pain and fear buttons ..

      or do you see the fat guy eating a cheeseburger and think there is a guy who want to lose wait but doesn't want to change his lifestyle ..

      so you search the web for spice supplements that claim to have weight loss benefits .. so take the most interesting 4 that come in capsules ..and package them in daily pack s and sell 30 day 60 day or 90 day boxes ..

      now you use the stages of awareness to get the guy to use use your product ..tell him he can take them every morning if he has his bacon or egg or he has a cream cheese covered bagel.. and can expect a 1-3 pound weight loss every week .. while using them
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      • Profile picture of the author 55sadhikar
        Originally Posted by Odahh View Post

        it really depends on what your trying to sell if you want to sell by hitting pain points ..and can you do it as well as political commentators and news people ..who live by jabbing the pain and fear buttons ..
        You are not cooking up any things when I say hit the pain points. If you have been tired of commuting 2 hrs daily and being at work exhausted and having to take care of kids, that's just a normal pain points. It's not something that happens every time. You just go through the phases. It's on your subconscious mind. When you put them in a sales letter you are just bringing it to their attention.
        Another way to look at it is "OATH" .

        O= Oblivious of the problem
        A= Aware of the problem
        T= Thinking about the problem
        H= Problem is Hurting

        If a problem is Hurting " how to lose 50 lbs in 3 months with keto diet" isn't going to sell to the prospect. They want the solution now or they are going to look for something else.
        If they are oblivious of the problem " how to lose 50 lbs in the next 7 days" isn't going to work either. You need to say how having their excess weight is causing them significant issues for example finding a date, walking away from divorce or what have you [ that's all pain points that will trigger them to take action]
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        • Profile picture of the author Odahh
          Originally Posted by 55sadhikar View Post

          You are not cooking up any things when I say hit the pain points.

          O= Oblivious of the problem
          A= Aware of the problem
          T= Thinking about the problem
          H= Problem is Hurting

          If a problem is Hurting " how to lose 50 lbs in 3 months with keto diet" isn't going to sell to the prospect. They want the solution now or they are going to look for something else.
          If they are oblivious of the problem " how to lose 50 lbs in the next 7 days" isn't going to work either. You need to say how having their excess weight is causing them significant issues for example finding a date, walking away from divorce or what have you [ that's all pain points that will trigger them to take action]
          but the way i see people marketing and promoting paleo or keto ..is bring up the pain involved from multiple failures from low fat high carb diets ..and making sugar the enemy ..

          but i also look ar a lot of marketing from the plant based crowd..and some of it points out how eating the keto or palo diet increases the risk of dieing early from degenerative diseases

          fat people tend to know all the risks from staying fat..their are plenty of people educateing them regularly ..
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          • Profile picture of the author 55sadhikar
            Originally Posted by Odahh View Post

            but the way i see people marketing and promoting paleo or keto ..is bring up the pain involved from multiple failures from low fat high carb diets ..and making sugar the enemy ..

            but i also look ar a lot of marketing from the plant based crowd..and some of it points out how eating the keto or palo diet increases the risk of dieing early from degenerative diseases

            fat people tend to know all the risks from staying fat..their are plenty of people educateing them regularly ..
            If you are informed about the market you'll know which is fad and which is real thing. Every product have their USP( unique selling proposition]. Todd Brown from marketing funnel automation talks about "market sophistication" to make this point. In some markets unlike the weight loss, the prospects aren't that sophisticated so your angle of selling can be pretty straightforward. But everyone knows weight loss market is ever-growing, so marketers come with new angles to sell the product. With each angle, you want them to scratch their head and wonder what the heck its all about.
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            • Profile picture of the author Paul @ Interact
              Originally Posted by 55sadhikar View Post

              If you are informed about the market you'll know which is fad and which is real thing. Every product have their USP( unique selling proposition]. Todd Brown from marketing funnel automation talks about "market sophistication" to make this point. In some markets unlike the weight loss, the prospects aren't that sophisticated so your angle of selling can be pretty straightforward. But everyone knows weight loss market is ever-growing, so marketers come with new angles to sell the product. With each angle, you want them to scratch their head and wonder what the heck its all about.
              Yup, totally agree with this. Totally changed the way I marketed since I discovered Todd's concept of crafting your offer or positioning your businesss in accordance to your market's sophistication, or saturation. This is basically the answer to the "why no sales" questions on this forum.

              The results are especially apparent when you implement it in local businesses as a slight tweak in messaging can result in a huge advantage for them within the area.
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