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What Are 'Levels of Awareness'?

• Your approach to attracting Attention depends on your prospect’s current Level of Awareness: how much they know about the problem, potential solutions, and your offer.
• Your objective with each marketing contact is to move the prospect to a higher Level of Awareness.

Josh Kaufman Explains 'Levels of Awareness'

The best marketing meets the prospect where they are, not where you want them to be. If you want to attract Attention in a way that produces results, you need to be sensitive to how much your Probable Purchasers know and care about what you have to offer.

In Breakthrough Advertising, Eugene Schwartz suggests that prospects experience five distinct Levels of Awareness during the marketing and sales process:

1. Unaware—the prospect is not aware of any need or Desire for what you have to offer.
2. Problem awareness—the prospect knows they have a need or Desire, but they aren’t aware of any suitable solutions.
3. Solution awareness—the prospect knows that potential solutions exist, but they aren’t aware of your specific offer.
4. Offer awareness—the prospect is aware of your offer, but they’re not sure it’s right for them.
5. Full awareness—the prospect is convinced your offer is a good solution to their need or Desire, they just need to know the price and terms so they can decide whether or not to purchase.

Your approach to attracting Attention depends on your prospect’s current Level of Awareness, and your objective with each marketing contact is to move the prospect to a higher Level of Awareness over time.

If your prospect is not aware of any need or Desire for your offer, the prospect won’t be Receptive to information about the benefits or price—as far as they’re concerned, your marketing is irrelevant noise. In the same way, marketing that focuses too much on the problem or the benefits of your solution is annoying to prospects who are at the full-awareness stage: they’re ready to make a Decision, so cutting to the chase is the optimal strategy. Targeting potential customers at specific Levels of Awareness makes it easier to create a compelling message.

This approach extends into the Sales process. Education-Based Selling helps the prospect understand why purchasing is in their best interest and how they can derive benefits from the Transaction.

Levels of Awareness create what many marketers refer to as a “funnel.” Your initial marketing efforts create awareness of the offer, but most initial prospects won’t purchase for various reasons. As prospects move through the various Levels of Awareness, they’re more likely to move from your Marketing to your Sales process, resulting in an eventual purchase.

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"Promise—large promise—is the soul of an advertisement."

Samuel Johnson, eighteenth-century essayist and lexicographer

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