The 5 Stages Of Customer Awareness – How to Meet Them Where They’re At!

The 5 Stages Of Customer Awareness – How to Meet Them Where They’re At!

– So we’re gonna run
through the five stages of customer awareness
and the relevance of this is that it’s all about
meeting your customer where they’re at. Now this video is gonna build upon some of the concepts that I talked about in the last video in this series, which, by the way, if you missed it, you can watch it in the top corner right now before you watch this one. The last one was about finding your ideal customer
profile and getting clear about connecting with the emotions and how they feel, because
that’s what’s gonna motivate somebody to take action. Now, as you’re watching this video, if you like it, if you get value, then please hit Like and
also comment down below with any takeaways that you have got, because a lot of people do get value from the comments and finally, if you don’t wanna miss
the rest of the videos in this mini-series, then
hit Subscribe just below and then click the
little notification bell and you’ll get a reminder
every single time one of these videos does go live. All right, so as we talk about the five stages of customer awareness, I’m gonna relate this to exactly why it’s so important to get
crystal clear about this, because if you don’t understand exactly how aware your customer
is in the buying cycle, you’re not able to communicate with them at the right message at the right time to meet them where they’re at. And meeting someone where they’re at is all about connecting with them as a human being on an emotional level. If you can get this right to the point where they feel that you understand their pains and problems
better than they do, then they are ready to
follow you and your business as a leader who can help
them solve their problems. But until that point
of connection happens, you’re just another marketer that’s trying to get them to buy something. All right, it’s all about connecting and meeting someone where they’re at. So this process was first really started to be defined by a marketer
called Eugene Schwartz. Now, the way he defines it is that a prospect in the buying cycle is either completely unaware that they even have a problem, that
they even need your product, they’re completely unaware, they’re just going through life, they don’t even know that anything’s wrong,
they don’t even know that they need anything, no desire to move or do anything at all, they’re unaware. The next stage is that
they’re problem aware. So that means that
they’ve started to realise that something’s wrong,
something’s wrong in their life, there’s some form of discomfort, some form of pain, something about their current situation that
they’re not happy with. They’ve started to identify
they have a problem. For example, this might be that they’re really unhappy
in their current career and they’ve decided
that they’re gonna need to make a change, because this feeling isn’t gonna go away. It could be that their family has grown, they’ve just had another kid and their current car isn’t big enough for them as a family,
and they’re now aware that they need to upgrade their car, because they can’t fit
everything in one car and it’s becoming really inconvenient. It could be that their fitness has really started to decline and they’re noticing that the jeans that used to fit them
aren’t fitting them anymore and they really do need
to do something about it, because their doctor has
actually started to tell them it’s becoming a serious problem and there’s health
implications if they don’t. All right, so those would all be examples of somebody that is problem aware. They know they have a problem, they know they need to make a change, but they’re not necessarily sure exactly what that change is yet. The next stage, then, is
that they’re solution aware. Okay, so they know that
they’ve had a problem and now that they’ve started looking into potential solutions
and they’re becoming aware of what those solutions may be. So in the career example,
they may have started looking at different
jobs and they might have started looking at a new career path, where they might find more fulfilment and happiness and joy in their life again. Or they might have started
looking at online businesses and alternatives, so they’re aware that that is a potential solution to getting out of their
own unfulfilling situation. And in the car example, it could be that they’ve realised that the solution is to look at getting a bigger car, so they’ve started
looking at family estates or minivans or something like that, they’ve started looking
at these bigger cars, but maybe they haven’t defined exactly which car is the
one they’re gonna get yet, ’cause that would be the next stage. And in the example of somebody not being able to fit in their trousers that they used to fit on before, they may have realised the solution is gonna be to start
dieting and maybe start considering joining a gym and to exercise and lose weight, so they’re aware of what the solution may be. Now the next stage,
number four out of five, is that they’re product aware. So that means that they’re
clear on the solution that they’re trying to, or they’re clear on the potential solutions, and they’re also starting
to get pretty clear on what products could
solve those solutions. So in the career example,
if they’re looking at online business, maybe
they’ve started to define that they need online business education and they’re looking at a
particular online business education company, particular products, that can help them get that education, help them with that solution. All right, so they’re
looking at exact products. In the car example, maybe
they’ve started to look at exact makes and models of cars. Maybe they’ve gone to booking test drives for those cars. All right, so they’re very aware that the product is gonna
give them, potentially, the solution to the problem
that they’re experiencing. All right, so they’re product aware. And then finally, in
the weight loss example, they’ve maybe looked at
a specific gym to join, maybe they’ve considered a
specific personal trainer who’s at that gym, and they’ve decided that a gym membership and a nutrition plan is gonna be the way to go. All right, so they’re product aware. And in the final example, that’s when somebody is most aware. And most aware means that
they’re clear on the products, they’ve researched the products, they’ve maybe looked at
reviews of the products, they’re clear about pricing, and they’re literally just on the edge of making that buying decision. They’re about to push the button. Maybe it’s they’re about to buy an online business course
that they’ve decided is the one that they’re
most likely to buy. Maybe it’s that they’ve
test driven the car, they’ve run the numbers, they’ve looked at the finance agreement, and they’re ready to make that decision on whether to actually go
ahead and buy that car. Or they’ve looked at the exact gym, they’ve spoken to the personal trainer, they’re clear that this guy can provide the nutrition plan that they need, and they’re just making that commitment, they’re about to decide that they’re ready to pull the trigger and fire away on it. Okay, so that’s the five stages of customer awareness. Now the reason that this is so important is that for you as a business owner or as a marketer, you’ve got to understand exactly what stage your prospect is at to connect with them and to meet them where they’re at in your messaging. Because if you just go and
talk about the features and benefits of your product to somebody who’s only problem aware, they don’t even really understand that your product is
potentially the solution yet. And you’ve gotta communicate with them through the language of where they’re at, which is that they’re
feeling the pain, right, the pain of the problem that they’re experiencing right now. So that’s where you
lead in your messaging. You lead with the language
that they’re feeling, that they’re emotionally in, the space they’re emotionally in right now is how you connect with them. All right, so that would then be an example of how you connect and then bridge someone through the potential solutions and then into why your product is the one that is gonna solve the problem that they’re experiencing. So Eugene Schwartz again, he says if your customer or your
prospective customer is product aware, i.e.,
they know you already, they’ve already been checking you out, then your headline or your copy will start with the product. Now if your prospective customer is solution aware, so
they’re not quite clear on the products, they’re
clear with the solution or the desire that they’re looking to, the problem they’re looking to, sorry, the desire would be the
space that they’re looking to move into in their life. So if they’re clear about
the solution or the desire, then your headline, your copy, would start with the solution, right, or the desire. And finally, if your prospective customer is only problem aware, then your headline or your copy will start with the problem and then crystallise it
into a specific need. All right, so each of those, you’re meeting someone
at a different point, a different stage in that cycle to communicate with them
based on where they’re at. And remember, from the last video, again you can check it
out in the top corner if you missed it, but the last video we talked about why communicating through emotion is the way that you’re gonna motivate and inspire someone to take action. Super important to be
communicating with someone on an emotional level, ’cause that’s how human
beings operate, right, we make decisions based on emotion then we justify with logic. So get clear about where they’re at in the buying cycle. You’ve gotta meet them at the right point in the buying cycle with your messaging, your ads, and so on and so forth, and if you get that right, you can then bridge someone,
take somebody through this process to help provide them value that’s gonna help them
solve their problems. All right, so thanks
very much for watching. I hope you’ve liked this video. If you have, please hit Like down below, and if you have got a takeaway or a little light bulb moment, something that’s just clicked, then please comment below
and share that that is with other people, because a lot of people do get value from the comments. And finally, if you want more like this, ’cause as I say, this video is part of a mini-series, then hit Subscribe, bottom corner, right
now, and hit the little notification bell to get reminders every time one of these videos goes live, so multiple videos per week. All right, so thanks
very much for watching, really appreciate it, and I’ll see you in the next video. Bye for now.


  1. robwembley says:

    Than you for sharing this. I found it extremely useful !

  2. jujuflyer says:

    Yet another good value vid Dan!

  3. Roman M says:

    thank you 🙂

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