Here’s a quick question to ask yourself before planning your next marketing campaign or sales funnel: “What do my prospects already know?“
This question is more important than it seems. By understanding what your audience knows about their problem, the solutions available, and your product, you can craft a message that truly resonates with them.
The better you align your message with their level of awareness, the higher your chances of making a meaningful connection and driving conversions.
What Should You Ask About Your Prospects?
- What do they know about their problem or situation?
- What do they know about the solutions available in the market?
- What do they know about your product, service, or company?
The answers to these questions reveal your audience’s level of awareness, which is crucial for crafting an effective marketing message.
Why Awareness Levels Matter
If your message doesn’t match what your audience already knows, it might fail—even if it’s well-written and benefit-focused. But when your message aligns with their awareness level, your conversions can skyrocket.
This idea of “Prospect Awareness” comes from Eugene Schwartz, a legendary copywriter, in his book Breakthrough Advertising. It’s also been refined by marketers like Michael Masterson.
The Five Levels of Prospect Awareness
Schwartz explains that prospects fall into five categories of awareness:
- Most Aware
They know their problem, the solutions available, and your product.
They are mainly interested in the offer or deal. - Product Aware
They know their problem and your product but are unsure if it’s the right fit. - Solution Aware
They know their problem and the solutions available but aren’t aware of your product. - Problem Aware
They know they have a problem but aren’t aware of possible solutions. - Unaware
They don’t recognise the problem, the need for a solution, or your product.
How to Tailor Your Message for Each Awareness Level
Once you know your prospects’ awareness level, you can adjust your marketing strategy:
Most Aware: Lead with an irresistible offer.
Product Aware: Highlight your credibility and build trust.
Solution Aware: Show empathy and prove you understand their needs.
Problem Aware: Focus on their pain points or use the Problem-Agitate-Solve method.
Unaware: Use curiosity-driven hooks to capture attention & introduce problem gently.
The Key to Successful Marketing
Start by asking, “What do my prospects already know?” This simple step allows you to meet your audience where they are, craft a targeted message, & create a connection.
The result? Your marketing campaigns will perform better, and your sales funnel conversions will improve dramatically.
Take this approach, and watch your efforts hit the mark every time!
Book a free consultation with POW New Media today and start your strategy call with our marketing experts!
