“The Five Levels of Market Awareness” is a fundamental marketing concept Eugene M. Schwartz introduced in his “Breakthrough Advertising” book, which categorizes customers based on their awareness of their problems. This allows marketers to tailor content that effectively targets and guides all qualified prospects towards a buying decision, not just some of them.
Eugene M. Schwartz‘s
5 Levels of Marketing Awareness
- Unaware
Customers are unaware of their problem or need.
They don’t recognize any issue or desire for a solution. - Problem-Aware
Customers recognize their problem but lack knowledge of potential solutions.
They’re seeking information and guidance. - Solution-Aware
Customers know solutions exist but aren’t familiar with specific products or brands.
They compare options and evaluate features. - Product-Aware
Customers are aware of your product or service but lack knowledge of its benefits.
They need convincing of your product’s superiority. - Most Aware
Customers know your product’s benefits and are ready to buy.
They need reassurance and a clear call-to-action.
Does your website and social media have content that:
- Educates and creates awareness about the problem?
- Offers solutions and establishes expertise?
- Highlights product benefits and unique selling points?
- Emphasizes product advantages and builds desire?
- Focuses on urgency, scarcity, and closing the sale?
Do advertising messages align with the target audience’s awareness level?
Does the content move customers up the awareness levels, and ultimately driving sales?
WORK WITH SUE