5 Stages of Buyer Awareness

Eugene Schwartz shared the 5 Stages of Buyer Awareness in his classic book "Breakthrough Advertising."

Despite this, a common trap businesses fall into is assuming their buyer is more aware than they are.

Here are Schwartz's five stages:

•Stage one: Unaware

•Stage two: Problem aware

•Stage three: Solution aware

•Stage four: Product aware

•Stage five: Most aware

Businesses make the mistake of focusing their marketing on the product (stage four) when their buyers are stuck diagnosing the problem.

Choosing whether you focus your marketing on:

1️⃣ Evangelizing the problem you're solving (stage two)

OR

2️⃣ Selling the feeds and speeds that make your widget so cool (stage four)

Depends on your buyer's level of awareness of the problem you're helping them to solve and the solutions available to solve it.

Start there.

Question to ponder:

•What is the level of awareness of my target buyer?

•Is our marketing messaging and content strategy at the right level of Buyer Awareness?