Matt Ryder breaks down why people click on offers: they're solving for a specific problem, not browsing. He maps five awareness stages from unaware to product-aware, showing how a mortgage offer works by first making someone aware they're bleeding money on interest, then showing them a faster payoff path. Each stage unlocks the next.
Why do you think somebody would opt into something? Because it's spoken to them in some capacity. That's sort of partially right. It will have an outcome basis. However, you're actually speaking to the problem. So if we take it back, you've got 5 levels of awareness. The first thing is that they're unaware and then it's problem aware. So when you get a mortgage, right, buy a house for $600K, after that 30 years, you're actually gonna spend like $1.1 mil. The problem is that you're paying way too much in interest and that you think the rate matters when really it's about the time that you have your loan. So we're making people problem aware, then they become solution aware. So it's like, oh sweet, I can actually pay my house off, pay less for it and have it done in 10 years and actually have some financial freedom. Then you've got brand aware, be unlikely to buy a brand of shoes that you've never heard of because you won't have trust in it. Then you have product aware. That's the stage that enables a transition of marketing qualified lead to sales qualified lead.
