This episode begins a 6 part series focused entirely on the Customer Awareness Journey.
The stages of the journey, as defined by Eugene Schwartz in his copywriting classic, “Breakthrough Advertising,” include:
- Unaware: this prospect doesn’t even know they have a problem.
- Problem Aware: They are aware of the problem but not the solution
- Solution Aware: They are interested in figuring out how to solve their problem.
- Product Aware: Looking for the right product
- Most Aware: Narrowing down to their criteria
This Customer Awareness Journey is so important because you always need to meet your customers where they are.