Only 16% of the market is ready to buy at any moment. The other 84% don't know they have a problem yet. "Not Aware" ads work by exposing hidden inconveniences, then showing a better way, like how Amazon solved the pain of traditional shopping.
You wanna know what pisses me off most about old people? Welcome to day 6 of Ad School. Today we're talking about the not aware stage. Now, the worst part about boomers is explaining technology to them. And it's not that they're against technology, they just have literally no clue what they're missing, and you do, and that's the problem. You probably have no idea that you're missing this one thing either. And you probably think that your ads are going to 100% of your potential customers. But for even the best brands, there are only about 16% of people that are ready to buy right now. So how do we engage this other 84%? Enter Not Aware ads. Not Aware ads are genius because they engage the majority of people. Here's how: make people aware of their inconveniences and then show them what convenience looks and feels like. And here's the power of this: when Aunt Jemima finally gets that driving to the store is slower than ordering from Amazon, she'll blow her Social Security checks faster than you can say arts and crafts. Now that's Day 6. Tomorrow we're talking about Stage 2, or Problem Aware. Class dismissed.
