5 stages of marketing awareness: What are they & how they work

“Yes, I need this”

“You are correct. This will definitely help!”

“That’s it, I’ve been struggling with this for so long!!”

These become your buyer’s words when you understand how the 5 stages of marketing awareness impact your messaging.

When people are writing to their ideal clients… they think A LOT about what to say to make more sales!

And, ironically, the buyer’s journey takes a backseat – which is actually important for making sales. Here’s how:

When you’re jumping straight to your offers, while your ideal client IS STILL figuring out what kind of problems they are having – you are missing a sales connection

When you’re focusing on educating more, while your buyer is aware of the problems they’re struggling with, BUT they don’t know what kind of transformations your offers can bring to their lives – you are again missing a sales connection.

Can you see that mismatch of awareness?

Understanding your customer awareness stages is such an important thing to consider before you plan your UX web copy, blogs, emails or literally, any marketing content for conversions.

Because the right messaging at the wrong timing is still the wrong message in the world of marketing.

That’s what creates bumps in your sales journey. 

Let’s learn about the 5 stages of marketing awareness so you can know your clients really well and write copy that motivates your customers to act.

Why do the 5 stages of marketing awareness matter?

Because they build conviction. 

These stages help you tune into your buyer’s world using sales pacing.

Of course, you can tell your ideal buyers a zillion things about your business, but what are they willing to hear the most right now?

What are they feeling, thinking about, seeking for and believing in?

When you focus on what matters to your ideal clients right now and speak to them from that place.

They care to listen. They trust. And they hopefully consider buying (which is the final destination you are trying to reach, isn’t it?)

That’s why determining the stages of marketing awareness is SO important in the marketing and copywriting concepts – they will tell you what kind of words you need to form a sales connection.

SO what are the important 5 stages of marketing awareness?

#1 – Unaware buyers

The first stage is where your buyer is completely unaware.

These buyers have zero clue about what they are struggling with AND what kind of problems they are facing.

They are not searching for solutions yet. Because they can feel a kind of friction in achieving their goals.

But they can’t really put their fingers on the problem that needs a solution and that’s why they don’t even know who can help.

#2 – Problem-aware buyers 

Problem-aware buyers know what they are struggling with.

They are super sure about having a specific problem.

For example, my ideal client might have a few sales rolling in — but they aren’t happy with the kind of people who are inquiring, the low conversion rates of their sales copy and how they feel stuck with finding words to market their offers.

They don’t know yet what brand voice strategy is, or how a conversion copywriter can fix all these problems. But what customer awareness in marketing says that they clearly know what needs to be fixed in the first place.

#3 – Solution-aware buyers

These buyers are already eyeing different solutions that are available in the market because solution-aware clients know who they need to go to solve a specific problem. Like:

• Chaos in managing inquires → let’s call the system experts

• Unaligned inquiries/ low conversion rate → let’s tag in a copywriter

• Low visibility or SEO traffic → let’s get in touch with an SEO marketer

And so on!

You see, how far ahead they are in their buyer’s journey (in the process of purchasing). These customers don’t need a ton of education, they are willingly seeking a solution.

They want to know how you can help them with your products/offers!

#4 – Product-aware buyers

Product-aware buyers know what’s on the menu!

This analogy might make you laugh but it’s SO perfect.

These buyers know what you serve, how you serve it, AND the imminent value you can bring to their business or life!
They are already stalking your and other aligned people’s websites. Feeling like they’ve got a list of perfect-fit people.

Now, your positioning needs to help you stand out – you need to clearly explain what makes you different, how to say it differently and what makes you the OBVIOUS choice for serving this specific solution.

Peep here for your Brand voice and positioning guide so you can stand out to your product-aware buyers!

#5 – Most-aware buyers

This IS THE MOST SATISFACTORY level of customer awareness in marketing. Because these buyers are half-sold. They are already inspired, and all they need is the FINAL PUSH.

When you talk more about your offers, you prompt these most-aware buyers.

They might already be making budgets for your offers. Because you’ve already educated them, showed them what kind of problem they have, what’s the best solution to fix their problem and why you are the expert they need.

And that completes your 5 stages of marketing awareness! When you know who is where on this scale of buyer’s journey, content becomes easy, conversion becomes aligned and you know when they are most likely to become your buyer.

Taking advantage of 5 stages of marketing awareness

Use educational blogs and social posts to help the unaware buyers understand what moving piece they need in their business to keep it moving smoothly. For example, my unaware clients need to know how SEO-optimized, conversion-friendly website copy can help them leverage the traffic they are already bringing to their website!

Talk about your client case studies to help your problem-aware buyers know that their problems/ struggles have a solution. For example: show the transformation from “loving her website” to “actually getting clients from her website!”

Use lead magnets and emails to help the solution-aware buyer get a chance to step into your world and see what kind of solution you offer.

Nail your positioning and what makes you different in your industry to help your product-aware buyer to decide. Your ideal clients are not seeking the best in the industry, they want to have someone who feels safe and fun to work with!

Market to your most-aware buyer like you are the obvious solution out there. Help them feel reassured and confident by staying on top of their minds and giving them the final push.