These are the five levels of awareness:
Unaware: A person doesn’t know they have a problem, or can’t yet see the opportunity for change, and it can take a lot of time, energy and effort to move them to the next level.
Problem Aware: A person knows they have a problem, or can see an opportunity for change but doesn’t know there are solutions to the outcome they have identified.
Solution Aware: A person discovers that there are solutions, but hasn’t chosen one, and is still deciding if they’re ready to do the work.
Product Aware: A person is ready to do the work and is looking for a product that matches what they perceive the solution to be. They’re trying to work out if your product can help them solve their problem or support them in the change they want to make.
Most Aware: A person has decided they’re ready to work with you, they are on the cusp of buying but need to feel supported in taking the first step.
Most people think, and most marketing advice will tell you, to focus on those in the unaware level, as that is what the big brands do. For a considered purchase like coaching, and without an advertising budget of millions, this is often highly ineffective. This is why most marketing doesn’t work.
What’s more, if you try to take people through these five levels too fast they get overwhelmed and feel like they’re being sold to – nobody likes that.
e.g. “Are you feeling stressed? – Buy my 6-week Better Sleep programme!”
This is too fast! If I am feeling stressed then why do I need or want a better sleep programme? Will this help? How? Why? If you try to close the sale too early, you confuse the client.
It’s far better to build curiosity – create a little tension, an itch to know more. People love to explore and learn about new things, so a better approach would be to take the client on a journey that they can explore at their own pace. This is what the five levels of awareness enable you to do.