Customer Awareness Stages
The single most useful idea in direct response, and the chassis the Hi5 Framework runs on. People do not arrive at your ad in the same state: some have never heard of the problem, some are comparing you to two rivals in a browser tab. Schwartz's insight is that the same claim that converts a Most-Aware buyer is wasted on an Unaware one - and vice versa. Diagnose the stage first, then write.
Print it. Fill it in.
The Customer Awareness Stages as a printable A4 worksheet - write straight into the framework, on paper or in any PDF app.
Download the PDF templateLIVA (electrolytes)
DTC supplementLIVA (electrolytes) - filled in, line by line. Unlock to read them.
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