Unlocking the Power of Customer Awareness
How to Tailor Your Content for Maximum Impact
Let’s face it—if you’re not speaking your customer’s language, you’re probably just shouting into the void. I know, harsh, but it’s true.
When I talked about the five levels of customer awareness recently, the lightbulbs went off. People were like, “Wait, I’m doing the same thing for all my customers?!” Yep. And that’s a fast track to lost leads.
But here’s the thing: understanding your customer’s awareness level isn’t just marketing fluff. It’s the key to connecting with them in a way that feels real, human, and valuable. It's what gets them to nod along like, “Yeah, you get me.”
Whether you’re selling software, skincare, or an online course, recognizing where your audience is on their journey is your secret weapon. So let’s break it down—the five levels of customer awareness—and what you need to do at each stage to speak directly to their needs, wants, and “shut up and take my money” moments.
1. Unaware: The Land of the Oblivious
At this stage, your customer doesn’t even know they have a problem. They’re just cruising through life, blissfully unaware that you hold the answer to an issue they don’t even realize they have.
So, what do you do? You spark curiosity. You plant a seed in their mind that makes them go, “Huh… never thought of it that way.” You’re not selling anything yet. You're just waking them up.
Example: Let’s say you sell productivity software. Instead of bombarding them with features, you lead with something like, “Feel like there are never enough hours in the day? Here’s why you might not be the problem—your system is.”
Boom. Now they’re thinking, “Wait, my system sucks?” You’ve got their attention.
2. Problem-Aware: They Know, But They Don’t Know
Now your customer has realized there’s a problem. They’re feeling it—they just don’t know how to solve it. At this point, you’re not here to sell, you’re here to empathize. Show them you get their struggle.
Your content at this stage should validate their pain points. Let them know they’re not alone in this. But don’t rush to sell your solution. Just offer insight.
Example: “Struggling to stay on top of your to-do list? You’re not alone. Most productivity problems come from outdated systems.” You're not pitching yet, you’re showing them that you understand their world. You’re the friend who says, “Yeah, I’ve been there.”
3. Solution-Aware: The Search Begins
They know they’ve got a problem, and now they’re looking for answers. This is the stage where your solution starts to enter the conversation. They’re browsing, comparing, and figuring out who can help them.
But here’s the trick—don’t just sell the features. Educate. Be the guide who shows them how different solutions work, and why yours is the one they should consider.
Example: “There are dozens of tools out there to boost your productivity. But here’s why most fail—they don’t adapt to your workflow.” Now, you’re positioning your product as the flexible, smart choice without hammering them with “Buy Now” buttons.
4. Product-Aware: So Close, But Not Yet Sold
By this point, they know you. They know what you offer. But they haven’t hit the “buy” button yet. Why? Because they need to be convinced that your solution is the one. They need reassurance. This is where you highlight the unique benefits and prove your value.
Don’t just tell them what your product does—show them how it’s the best choice they can make.
Example: “Our software isn’t just another productivity tool—it’s the only one designed to grow with you. Plus, with 24/7 support, we’re with you every step of the way.” You’re removing any lingering doubts and showing them why it’s time to act.
5. Most Aware: Ready to Buy, But Needing a Nudge
This is it. They’re on the edge, ready to buy, but something’s holding them back. Maybe it’s a small hesitation, a final question, or just a need for a push over the line. Your job? Reassure them. Give them a reason to trust you, and make the decision a no-brainer.
Here’s where you offer guarantees, testimonials, and any last bit of value that tips the scales.
Example: “Join thousands of satisfied customers who’ve doubled their productivity with [Your Product]. With a 30-day money-back guarantee, you’ve got nothing to lose and everything to gain.” Now, they’re thinking, “What the hell, let’s do this.”
Why Does This Matter?
If you’re treating every customer like they’re in the same place, you’re wasting your time—and theirs. Understanding the customer awareness levels gives you the ability to meet them exactly where they are. You’re not just some brand trying to push a product; you’re a guide, helping them along their journey.
It’s not about hard selling—it’s about helping them see that what you’re offering is the right fit for their needs at the right time.
This week, my co-founder in Scale With AI, Dave Meier wrote an article on the The Human-Centered Selling Method. It's about building relationships, not forcing transactions. And it's based on five levels of engagement.
And if you like both of our approaches, you’ll love the new Custom GPT we created over at Scale with AI to create short-form content based on the 5 levels of awareness.
So, What Now? Here’s Your Action Plan:
Assess Your Content: Is it one-size-fits-all? If so, it’s time to change that. Tailor your messaging to speak to each stage of awareness.
Segment Your Audience: Divide your audience based on their awareness level. Don’t waste your best pitch on someone who isn’t even problem-aware yet.
Create Targeted Content: From blog posts to emails, make sure you’re speaking to the right person at the right time. The unaware get curiosity, the solution-aware get educated, and the most aware get the final push.
Test and Refine: As you implement these strategies, keep an eye on how your audience responds. Did you hit the mark or miss it? Adjust accordingly.
Final Thought: When you understand where your customer is in their journey, you’re not just another voice in the crowd. You’re the trusted guide. And trust? That’s what drives conversions, builds loyalty, and creates brands that people rave about.
So, what level are your customers at, and what are you going to do about it?
With courage & conviction
Stop struggling to cut through the noise and find your brand's true voice!