As you can see from the diagram the stages range from most aware (when a prospect knows your brand & product) to unaware (they don't know they have a problem).

Let's jump right in.

1) Unaware

An unaware prospect doesn't even know they have a problem (let alone your solution).

This is usually someone who's coming across your ads or content for the first time.

To engage with an unaware customer you want to tell stories and industry "secrets".

Humans are naturally curious and will engage with stories- particularly if the headline mentions something they're interested in.

Copy written for an unaware audience tends to be longer as it takes more time to engage with someone, highlight the problem, and offer your solution.

Alternatively, you use a longer marketing funnel to turn an unaware prospect into a most aware one.

2) Problem Aware

This is the stage where your prospect is aware of a problem but doesn't know the solution.

Here your copy should focus on this problem while building up the image of a life without it.

You then connect the two with your product, which works as the bridge between the problem and the desire.

Problem -----> Your product -----> Solution/ Desire

3) Solution Aware

A solution aware prospect is aware of their problem and is actively looking for a solution.

However, at this point they don't know that your product/service does exactly what they're looking for.

Copy written for this audience should start with the problem and then mention the solution early on.

Once they realise you can solve their problem they'll be interested in your product.

This is when you can transition to talking about your product's benefits.

4) Product Aware

I nickname this the "researching" phase.

Your prospect knows their issue and that there are products that solve the issue.

However, at this point they're unsure if your product/service is the best option.

Here, specificity is key.

You want to convince the reader that your product is the best.

To achieve this talk about product features, benefits, price, and customer stories.

You can also leverage urgency and other copywriting tricks to speed up the buying process.

5) Most Aware

At this point your prospect is ready to buy but they need an incentive to do so.

Your job as a copywriter is to give them a little nudge to do just that.

This can be in the form of a small discount, bundle, or reminding the prospect that the product will only be available for a limited time.

Here your copy should be short and straight to the point.

Your prospect already knows your brand, product, and benefits.

They don't need an essay explaining each.

How To Use The Stages Of Awareness Model

Before you write anything ask yourself what stage your prospects are in.

This will help dictate everything from the length of your copy to the content itself.

I personally printed the model out and have it on a wall where I work.

Before I write I'll brainstorm my ideal prospect.

I'll then categorize them into a stage and figure out how to start my writing from there.

Your job is then to write copy that moves the prospect from one stage to the next.

This could be an informative piece of writing that gets the prospect interested in your brand or a short email reminding them to use their discount.

Implement the model into your research and you'll gain a whole new level of understanding when it comes to your prospects.

Have a great week,

Copy "Stages of Awareness" Maverick