Awareness levels, first described by copywriter Eugene Schwartz, are the five stages of how aware a buyer is of their problem and your solution: unaware, problem-aware, solution-aware, product-aware, and most aware.
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Awareness levels, first described by copywriter Eugene Schwartz, are the five stages of how aware a buyer is of their problem and your solution: unaware, problem-aware, solution-aware, product-aware, and most aware.
A buyer who doesn't know they have a problem needs a completely different message than a buyer who's comparing you to two competitors. Writing the right message to the wrong awareness level means the buyer doesn't recognize themselves in your copy.
Copy written for highly-aware buyers confuses unaware audiences. Copy written for unaware buyers bores people who are ready to buy. Getting awareness levels wrong means your best writing lands on the wrong people at the wrong moment.
Marketing channels and content calibrated to where your buyer is in their awareness journey. Top-of-funnel content for unaware buyers. Comparison content for product-aware buyers. Case studies for most-aware buyers who just need the final push.
At the problem-aware stage, when they've recognized a problem and started searching for solutions. This is why content that addresses specific problems tends to outperform content that promotes specific solutions.
Cold traffic from interest targeting is typically unaware or problem-aware. Retargeting audiences who've visited your site are usually solution-aware or product-aware. Warm email lists are often most-aware. Each channel needs different messaging.
Yes, especially on a well-structured website or in a long-form piece of content. A blog post can take a reader from problem-aware to product-aware in a single reading if it's structured well.