Understanding the awareness stage of your audience is important for shaping communication strategy for your brand. Because how you communicate and when you communicate about what matters. You can’t sell apples to those who want oranges.
Building upon our previous discussion on, “Are you losing customers for selling too soon?”-where we explored the different levels of awareness in any market.
In this edition, our focus is to dig deeper into the 5 awareness stages of the customer journey.
Table of Contents
Stage 1: Unaware
This is the most difficult lot to persuade. Here the prospect is either not aware of his desire or his need. Or he won’t admit it to himself without being led into it by your ad.
a. Mindset:
At this stage, your prospects are oblivious to their problem and have no idea how your product can be their solution.
b. Persuasion:
In order for them to buy, you’ll have to move them through all the 5 stages of the customer journey. You just need to set up the process once and you’re good to go.
For example, Andre, an occasional tennis player, does not realize that he struggles to generate enough force in his shots. He is unaware that there is a solution to make playing more enjoyable.
Stage 2: Problem Aware
Here, the prospect does not have a desire, but a need. He recognizes the need immediately. But he doesn’t yet grasp the connection between the fulfillment of that need and your product.
a. Mindset:
At this stage, your prospects have identified their problem. Or you’ve helped them identify it. But they don’t know you or your solution to the problem.
b. Persuasion:
Here, the prospects are looking for information specific to their problem. Your task is to move them from the Problem Aware to the Most Aware stages through correct messaging that resonates with their needs.
For example, After seeing an ad, Andre realizes that he needs to improve his tennis game. However, he doesn't yet connect the dots between his need and the innovative racket with advanced string material.
Stage 3: Solution aware
The prospect either knows or recognizes immediately that he wants what the product does. but he doesn’t yet know that your product- that will do it for him.
a. Mindset:
The buyers are aware of the results they want but don’t know that your brand has what they’re looking for.
b. Persuasion:
These buyers may not be looking for an immediate solution. That means that you’ll have to nudge them a little, once in a while, to remind them that they have a problem and you have the solution to their problem.
For example, Andre now understands he wants a racket that makes hitting the ball easier. However, he is not aware that your specific product offers a solution to his problem.
Stage 4: Product aware
Here, your prospect isn’t completely aware of all your product does. Or he isn’t convinced of how well it does it or hasn’t yet been told how much better it does it now.
a. Mindset:
They are aware of your products and services. Plus, those of your competition.
b. Persuasion:
They haven’t purchased anything from anyone yet. Probably, because they’re not sure which solution is the best for them. Great copy can then provide motivation for your customers to walk the last mile.
For example, Andre is aware of various tennis rackets on the market, including yours. Yet, he isn't convinced about the unique benefits of your product and is uncertain which racket would suit him best.
Stage 5: Most aware
The customer knows your product, knows what it does, knows he wants it. At this point, he hasn’t just gotten around to buying it yet.
a. Mindset:
At this stage, the buyers are enthusiastic about your offerings. They know what you sell, they understand how it works and they’re sure it’s the right solution for them.
b. Persuasion:
Here they are ready to buy. All you need to do is make it as simple as you can for them to buy your product.
For example, Having learned about your product, Andre is enthusiastic. He knows your racket with the new string material is the solution to his problem. However, he has not made the purchase yet.
Selling is not a one time activity. It consists of many phases. From finding market gaps to making an entry in the market and convincing the audience to choose you over your competitors.
It involves a series of steps. And each step asks for a unique messaging strategy. Sales is an ongoing real time process. Adapting the process along the way ensures reaching your target.
I hope you enjoy this edition. I always welcome feedback from all of you. Please share it far and wide, and don't forget to subscribe to 'Post it.' Help my write-up find its way to your email inbox.
Thanks
Keyuri