Awareness Levels: What are they? How many are there? How does this help me?!

byWeb20pro

861 followers

3 years ago

Imagine this.

You've worked so hard coming up with the best ads you could think of.

It's been about 48 hours since you've checked the results and it's time to reveal the truth.

Did your ads convert? Did they crash and burn?

With a click of a button you can check the results.

And click you do.

You can't believe your eyes.

You're almost horrified.

Not a single conversion.

NOBODY. Nobody bought.

Why is that?

You covered every basic point.

You appealed to their desires. You made your product the answer to their problem.

You thought, deep down, this was a killer ad.

Let me explain.

Awareness levels are an important factor often overlooked by many copywriters and marketing specialists.

There are 5 awareness levels.

1. Unaware

2. Problem aware

3. Solution aware

4. Product aware

5. Most aware.

If your ad is speaking to levels 3-4 but your audience is actually a 1, they won't even understand what you're trying to say.

Think of it like this.

Unaware is completely unaware of the problem they might have, the solution you're selling and how different their life could actually be without this problem. These people are hard to sell to.

Problem aware customers buy very emotionally. They are aware of the problem and want to do something about it.

Solution aware customers will buy the best offer. If you offer them X but another person offers them XYZ, you just lost a sale.

Product aware customers will buy YOUR best offer. They understand a lot about the problem, the market, who's good, the ins and outs. It's all about YOUR best offer.

Most aware customers are super logic-based. Advertising to their emotions wouldn't work on them. They'd see right through your scheme.

Notice how this order goes from emotion to logic based as if it was on a spectrum.

Identify where your audience's awareness levels are at, position your advertising to fit their needs and you should see much better results.

Let me know your thoughts on this!

Gary & the Web 2.0 Team