Levels of awareness

In today’s email, I want to discuss a fundamental principle of direct response marketing.

Understanding this concept will help you effectively spread market propaganda and turn cold traffic into cash in a very short period of time.

But by not grasping the full depth of this concept you’ll risk landing your marketing message on deaf ears and in turn, create leaky pipes in your marketing campaigns.

The topic we’ll be discussing today is Marketing Awareness Levels.

Now if you’re on this newsletter you may be familiar with this concept - however many lack the depth of understanding this concept.

Before we dive into the thick of this email, let me explain why this concept is critically important for the success of your campaigns.

In each market, you’ll notice a few different customer avatars.

They may share the same pains, and desires from a bird's eye point of view - but if you look closer into each specific avatar you’ll notice a few immediate problems and desires from your potential customers. 

For example - you may have a customer who has the desire to earn more income online, however, this specific customer avatar may already have a bit of experience with your business opportunity.

At the same time in your market, there’s another customer who wants to earn extra income, however, they have no experience with online business in any regard.

In each case, you’ll market to these two customer avatars with a completely different marketing approach.

Why?

Your marketing message won’t elicit the specific response you’re looking for if you’re marketing to them the same.

In the first example, this avatar is likely already aware of their problem and it’s your job to influence their response by communicating the value of your offer as a secret unique mechanism.

And for the second example, this avatar is likely not aware of the fact they even have a problem in the first place - so your job here would be focused towards making them first problem aware.

In every market, you’ll find that there are 5 types of potential customers. 

You have the unaware customer, the problem-aware customer, the solution-aware customer, the product-aware customer, and the most aware customer.

At each step of the spectrum, your objective is to tailor your copy to the specific stage your customers are at. 

In this case, you’re marketing messages are specifically designed to move your customer from one end of the spectrum to the ultimate desired outcome.

Now that you understand why understanding awareness levels is important - let’s break down each awareness level and advertising messages that would resonate with each segment of the market.

Unaware:

The customer doesn't even know they have a problem. At this stage, your goal is to raise awareness of the problem by highlighting situations or symptoms they may be experiencing. Think of this as the "awareness creation" phase where you're educating the audience.

Example Ad-Creative Targeting This Audience:

 “Did you know that Recent Studies show that over 70% of W2 Employee’s say on their death bed that they wish they could do things differently, and spend more time with their loved ones? But an even crazier stat shows that over 85% of their family members go on to say at their funearls the one thing they wish they had was more time spent with them - this means if you’re currently working a 9-5 job you’re putting yourself at huge risk of dying without fulfillment - but it doesn’t have to be that way…”

Problem-Aware:

The customer knows they have a problem but hasn't identified any specific solutions. They're searching for answers but aren't aware of potential products or services that could help. Here, your messaging should focus on empathizing with their problem and validating their experience.

Example Ad-Creative Targeting This Audience:

“Did you know that #1 problem to making money in e-commerce isn’t your product, your store page design, or even your marketing - in fact Shopify the world leading e-commerce platform announced that the #1 difference from their top sellers is their pricing strategy - meaning most people who sell products online sell cheap products making it harder to scale their business - but it’s a small group of e-Commerce sellers like this brand Wayfair for example that sells their products for over $5000 a pop making it easier to grow - so how do you actually price your products higher while still attracting customers?...”

Solution-Aware:

The customer knows there are solutions to their problem but isn't aware of your specific product yet. This is where you start introducing your product category and begin positioning it as a potential solution without going too deep into features. Your message should compare different solutions available to them.

“If you’re watching this video that means you’re probably running your very own faceless YouTube channels like this - you spend hours producing high-quality long form videos and get paid directly from YouTube - but what if I told you that the top 1% of faceless YouTube channels aren’t posting long-form videos, in fact they aren’t even coming up with their own ideas - recently YouTube released a report that states 55% of the total creator revenue is paid out to faceless short channels like this where you post 30-second videos and edit them with Ai, you don’t need to spend hours editing, and coming up with your own scripts, instead you can copy and paste videos like this and earn more income while only working 4 hours per week.”

Product-Aware:

The customer knows about your product but may not be fully convinced it’s right for them. They might still be comparing it to other products. At this stage, your messaging should focus on differentiation—what makes your product unique and why it's the best choice.

“Let me guess - you went to our website, looked at our AG1 blood pressure supplement, and decided to pass for now, I get it in fact our longest-standing customers didn’t make their first purchase until visiting our site a few times, but just visiting our site again isn’t going to do the trick for you is it? But what if I told you this…Maybe you’ve tried (name) supplement to lower your blood pressure or (name) supplement but you noticed (problem) which is now scaring you away from online supplements to help you with your blood pressure - well here’s why AG1 is different - our expert professional team of doctors with over 10 years of experience complied all of their blood tests from their clients to craft this specific supplement - meaning we’ve examined thousands of patients to find out what works, and what doesn’t work blah blah blah”

Most Aware:

The customer knows your product, knows it’s right for them, and is close to making a purchase. Now, the goal is to give them the final push—addressing last-minute objections, offering incentives (discounts, bonuses), and creating urgency.

“(name) here again - and I noticed you signed up for our free training and didn’t book a call - I get it things get busy, but let me tell you why right now is the best time to book your e-com success call, over the past few weeks since posting this training our calendar has been flooded with applicants and we can’t bare to handle any more customers in Q4 of this year…which is why after this week this over will no longer be available, however, if you book a call right now I’m extending a fast action price for the next 5 people that book there call as we close out applications…meaning if you book a call right now you won’t’ pay the normal price you’ll lock in a special offer just for you, and on top of that the next 5 people who book a call will gain an extra 1v1 bonus call directly with me, again there are only 5 spots available for this offer, so if you’re ready to (solve problem) and (reach outcome) book in your fast track e-Com call now”

Now this summarizes understanding of marketing awareness levels, in the next email, we’ll talk about spreading marketing propaganda.

Talk soon,

Malcolm

Btw: Reply to this email with one key thing you took away from today’s edition