Advertisers need to nurture prospects through five awareness stages before closing a sale. The stages go from not knowing they have a problem, to recognizing pain, to knowing solutions exist, to knowing your product, to being ready to buy. Successful marketers create different messages for each stage instead of pushing a quick sale.
You're on your first date with an absolute baddie. The rizz is flowing and you got your eyes on that yacht. Now, before the steak comes out, you have the audacity to ask her the dumbest thing to ever leave your mouth. Will you marry me? Dude, what are you thinking? You're literally giving serial killer in the middle of the restaurant. No one in their right mind would do such a thing. This is literally the exact type of behavior I see from struggling businesses wondering why their ads are underperforming. Welcome to day 5 of Ad School. Today you'll learn the 5 stages of awareness. If you want people to marry your product, you need to build and nurture a relationship with them first. And I'll be your wingman. Meet them where they're at every step of the way. So here's how you do it. They'll be saying "I do" before you know it. Separate your customers into 5 distinct groups based on their awareness. Number 1: Not aware. They don't even know they have a problem yet. 2: Problem aware. This is when they realize something's wrong. 3: Solution aware. They discover solutions exist. 4: Aware. They know about your product. And lastly, number 5: This is the most aware stage. They have their wallets out. All they need is just the right offer. Now, the most successful advertisers don't try to rush people through these awareness stages. Instead, they create specific messages for each stage and gently guide customers along the path to purchase. That's day 5 of Ad School. Tomorrow, we're diving deep into creating ads for the not aware stage. See you there.
