Customer awareness stages
DefinitionCreative Strategy
Customer awareness stages
Eugene Schwartz's five states a prospect can be in - unaware, problem aware, solution aware, product aware, most aware - each demanding a different message: you cannot sell a solution to someone who has not noticed the problem. Still the sharpest targeting question in copy: what does the reader already know?
Evidence from the library
Awareness is not wrong, it is just far too thin a description of the top of the funnelPrincipleAwareness, Share of Search and sales together tell you which part of the funnel brokePrincipleThe cheaper half of the awareness curve is the half you are on before anyone knows youPrincipleEarly awareness investment delivers the highest return, so challengers gain mostPrincipleBrand size and message complexity decide whether you buy attentive reach or attentive timePrinciple
Put it to work
Source
Marketing Definitions
Eugene Schwartz, Breakthrough Advertising (1966)
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