Billy Sticker maps how customers move from unaware to ready to buy. Most people don't know they have a problem yet. Once they do, they research solutions, learn about specific products, and finally decide to purchase.
Your largest percentage of your market, they are unaware. They're unaware of you. They're unaware that they need your services. They're just unaware until there's a problem. And now they're problem aware. And then they start doing some research and then they're solution aware. Then they're product aware. Then they're most aware. When we are marketing, we want to get people through all these different levels to the most aware.
