Stages of awareness
Unaware, problem aware, solution aware, product aware, most aware. Each stage gets a different opening line.
Eugene Schwartz’s 5 levels of awareness, from Breakthrough Advertising, still describe a feed. Unaware: they do not know they have the problem, so the ad cannot open on the product. Problem aware: they feel the problem and have no name for a fix, so the ad names the problem in their words. Solution aware: they know the category and are comparing approaches. Product aware: they know you and need a reason to pick you over the alternative. Most aware: they are ready, and the ad’s job is the offer, the deadline, or the proof they asked for.
Five stages of awareness marketing is not five campaigns. It is five openings of one argument. A cooling mattress can meet an unaware reader with a bad night, a problem-aware reader with “you already bought the pillow,” and a most-aware reader with the price and the trial. Same product. Different first line.
The creative strategy page is where a stage becomes a bet. The hook generator writes the line once you name the stage.
Related
Questions
What are the 5 levels of awareness?
Unaware, problem aware, solution aware, product aware and most aware. Eugene Schwartz set them out so an ad matches how much the reader already knows.
What are Eugene Schwartz’s stages of awareness?
The same five. Unaware ads cannot open on the product. Most-aware ads should open on the offer. The three stages between name the problem, the approach, or the reason to pick this product.
What are the 5 stages of awareness in marketing?
A planning tool, not a media tactic. You pick the stage your next ads will talk to, then write hooks only for that stage, so the test has one variable.