#77: 5 Stages of Buyer Awareness That Will Help You Write Better Content

Show Notes

You have a great product (or service), yet you struggle to convert prospects into buyers. The reason likely has little to do with the ‘what you’re selling’. Here’s the difficulty of effective marketing: each customer you reach out to may be at a different level of “customer awareness.”  
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In this episode co-hosts Lori Vajda and Nola Boea are breaking down the details so you can identify the 5 stages of customer awareness and then craft different messages to meet your customer at the stage they’re in. 

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In This Episode You’ll Learn 

• How understanding the 5 customer ‘Awareness’ stages can help you understand your shoppers and increase conversions.
• The main reasons why people aren’t buying.
• How to talk to prospects based on their stage of awareness.
• Tips for successfully matching your messaging with the right stage of awareness. 

Key points Lori and Nola are sharing in this episode:

(03:38:72) To have to marketing message resonate with buyers, it needs to match one of these buyer awareness stages.
(05:59:12) The 5 stages of awareness, coined by Eugene Schwartz, refers to degree a prospect knows they have a problem, and that there’s a solution (You) for their problem.
(7:26.09) Don’t waste your time. Too many small business owners try to convert a prospect in this stage and it’s not worth it. 
(16:13.97) A visitor in this stage knows there’s a solution, but they can’t decide which product is the best fix. Here’s how to spot solution-aware visitors.
(24:33:50) At this stage, it’s not about price, it’s about how well you communicate you have the right solution.

Resources 
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​Transcript

[00:00:00] Nola: Would you agree to a marriage proposal at the end of a first date? How about buying the first car a salesperson shows you or the first home you see for sale? If your response is of course not well, duh that's cuz your decision to make a purchase depends on a number of factors and considerations. Yet too many salespeople and small business owners talk to any prospective customer as though they're ready or just about ready to buy you.
[00:00:26] And your buyers may be on different paths, but are you both following a similar journey to the sale? Stay tuned friends, because in this episode, we're introducing you to the five stages of a buyer's journey. So you, you can communicate the right message at the right time.

[00:00:41] Announcer: You're listening to the sticky brand lab podcast, where time strapped professionals, like you learn How to create a business you loved in as little as three hours a week.

[00:00:47] Lori: Nola has this ever happened to you? And I'm guessing it has cuz it happens to me a lot, but you're shopping. Maybe something caught your eye. Maybe you're looking for something, but you aren't quite sure what exactly it is regardless of your reason for being in the store, you're there and a salesperson walks up to you and asks if you need any help, what's your gut reaction.

[00:01:14] Nola: Well, my gut and I won't say it out loud, but on their way to me, I'll go. No, no, no, no, no, no, no, no, no, no. Oh, please go away. but ill say, but I'll say no, thank you. I'm just looking, you know, if they just wanna help, but can't they see, I'm just browsing

[00:01:32] Lori: I do the exact same thing. Now, let me ask you this. What is it that you're trying to prevent the salesperson from doing that makes you react that way?

[00:01:43] Nola: I feel like I'm being pushed to make a decision or to express an interest in something before I'm ready.

[00:01:50] Lori: That's exactly what I feel and that's exactly what a number of potential customers feel when they feel pressure coming at them to purchase something. So regardless of why or how a potential customer gets to you could be through networking event that they meet you at.
[00:02:09] It could be, they stumbled across us, your website. They saw a social media ad that you did. Asking for a sale too soon can result not only in losing the customer at that moment, but losing them forever, that might sound a little dramatic, but it's really the truth. And if you think about it from your own perspective, The reason is simple, making an offer at the wrong time, violates trust building.
[00:02:37] So how do you know when your prospect or your customer is either ready to sign up and buy and perhaps more importantly, how do you move them from windows shopping? To credit card dropping the key is knowing where they are on their journey to yes. And then using the right message at the right time. So it matches up with them.
[00:02:59] Now, Nola, your history has been as a copywriter plus you're a side business owner, so I'm sure like myself, you've seen people missing the mark on delivering messaging that sells. Either, they're not explaining they're pushing sales when they should be explaining or they're explaining when they have the opportunity to present the sale or a case for sale.

[00:03:23] Nola: 
[00:03:24] Absolutely. Yes. I have seen people trying to make the sale and before you've even explained, like, why should I care? Or it's like, okay, you told me already, where is your ask? And it can be frustrating to watch when you actually understand. The different stages of the buyer's journey. But to me, the reason I see this is because the seller or the business owner, they just don't really understand, really know about the buyer's cycle or the buyer's journey, or maybe they're familiar with those terms and stages, but they're really only focused on the last stage which we call.
[00:03:58] Most aware or most commonly known as, you know, the purchase or the decision stage. So are you familiar with the adage? If all you have in your toolbox is a sledge hammer, everything looks like a nail I actually .

[00:04:12] Lori: Yeah, I am

[00:04:13] Nola: and that's how it would be applied here. If all you have in your sales funnel, you is messaging for the bottom line making that sale.
[00:04:21] Well, then everybody looks like they're ready to buy now. Right.

[00:04:26] Lori: Exactly. And it's the reason why we thought an intervention needed to happen, or at least some education needed to happen for entrepreneurs because we wanna prevent you listener from losing any more customers, potential customers, and definitely losing the sale.
[00:04:44] So knowing when it's time to transition from attracting leads and building trust to closing the sale is crucial. And in this episode, we are introducing what is known as the five stages of a perspective buyer's awareness. In later episodes, we'll take a deeper dive and help match the awareness stage to the sales stage or the journey, the buyer's journey.
[00:05:09] So that you can deliver marketing material and messaging that meets them where they are and gives examples of the kinds of messaging that is best utilized to move them along the journey. So if you wanna kick us off, on explaining what the five stages of awareness are. Nola, that would be awesome. Sure thing.

[00:05:32] Nola: So the five stages of awareness. Was coined by Eugene Schwartz in 1966 in his book called breakthrough advertising. He believed that it wasn't enough to have a great product. He believed that it wasn't enough to have a great product or service to sell. It was imperative that the seller meet their potential customer where they're at and in their current state of mind.
[00:05:55] So what Schwartz was referring to by the five stages of awareness was degree to which your prospect knows they have a problem, and that there is a solution. That exists to solve it. The logic is that you'll be much more successful at selling. If you understand the starting point of your prospect, because when you can identify how far away they are from the point of buying you strategically create messaging that aligns with where the buyer is at mm-hmm

[00:06:20] Lori: yeah.
[00:06:21] In my previous career, in the mental health field, mm-hmm we had what was called motivational interviewing motivational interviewing, let you know the person who was sitting in your office. Just how aware, not only were they aware that they had a problem, but were they ready to actually do something about it and the motivational interviewing, put them on that continuum and you could then identify here's where they are so that how do I move them along so that they can be successful and get resolution to their problem?
[00:06:56] That's another way to think about the awareness stage. If you're talking to somebody who doesn't consider what they have a problem, the way you talk to them is going to be far different than the way you talk to somebody who says this has been bothering me. I'm gonna lose my family. I'm gonna lose my job.
[00:07:15] I need to do something about out this I'm ready.

[00:07:18] Nola: That makes complete sense and I can totally see the analogy. So let's start with that. That stage. One of our five stages is what you described unaware. So just as it sounds a prospect at this stage, completely unaware that they have a pain point or even a problem to solve.
[00:07:40] At least they're not conscious of it. So a way to think about this is like a person might not be happy with a certain situation in their life. But to them, it is what it is. They don't really see it as a problem that needs solved. And at this point in practical terms, they're not entering any search terms into their browser, trying to solve anything, buying or trying anything is not even on their radar.

[00:08:05] Lori: Yeah, you and I were talking before we started recording this and we were just talking about springtime and ants and aunt Hills . Yes. And I'm really thinking about it from the standpoint of when we were living in Fort Lauderdale, Florida. We had some small aunt Hills on our driveway. Mm-hmm it wasn't a pro for us until we started to see ants inside of our house.
[00:08:31] Oh, so when you think about it from that being unaware, we all see ant Hills all the time outside. Mm-hmm , it's not a problem for anybody until the ants get into somebody's way. Mm-hmm at an unaware stage. I'm ignoring it. Yeah, that's part of nature.

[00:08:49] Nola: That's a really good illustration. So the takeaway here for stage one unaware is the fact that because it's gonna take a lot of time, money, and energy to convince somebody that they have a problem when they don't even see it themselves.
[00:09:05] Our recommendation is pull it back. Don't even focus on trying to convince someone in the stage of the benefits of your product or services.

[00:09:14] Lori: Yeah. You may be a business owner. Don't try to talk to them about how many people you help. They don't care.

[00:09:21] Nola: I keep thinking, whenever I think about this on a wear stage, you and I have talked about how difficult it is to convince somebody they have a problem when we see it so clearly, and they're clueless.
[00:09:31] And I'm reminded of this time when I was creating websites on freelance basis and I wanted to join this association and I pull up their website and it. At atrocious, it was awful. The thing is, was the only association in town. It was not like a competitor with a better website. I even showed my developer who was like really more, you know, tech savvy and told me, oh my goodness, this website is a hacker's dream.
[00:09:57] You need to tell them to like, shut it down. Like yesterday. So anyway, I go to make an offer. It's like, Hey, I will create you a beautiful brand new website and maybe in exchange for all or part of the pricey membership fee. And the answer was, uh, slightly offended. Our website is perfectly fine. Thank you very much.
[00:10:19] Ye.

[00:10:19] Lori: Is you saying that up? I'm reminded of somebody who introduced me to a nonprofit because they themselves needed a new website. Mm-hmm and so I got on a meeting with them, their website. I think hadn't been updated actually, since it had been created, which was in the nineties. yep. And I'm talking to them about what we could do.
[00:10:41] because the reason I got introduced with it is because the website is so cumbersome. It's so delayed that the person who was making the referral thought that they could get more donations. If they had a better website mm-hmm . So the owners set up a meeting with me, their content person. We had a conversation.
[00:11:00] And during that time, , I'm thinking you need a new website. Surely you know, it it'll help you get more donations. They were spending their time telling me. Why they shouldn't change their website.

[00:11:12] Nola: Oh, so you were abruptly aware that they were unaware
[00:11:17] Lori: I was, I thought, and by the time we finish up the conversation, they may have moved to stage two, which is problem aware because there was some acknowledgement that there website ran slow, that they had had a lot of content that was hard to read that they weren't getting the kind of donations.
[00:11:37] But here's the thing, even in stage two, there's still a lot of work to be done. A potential customer might realize at the very least that there's a problem, but they have no idea what the solution is. So people at this stage would enter search terms that relate to the problem because they're looking to see, is this even a problem?
[00:12:01] Right? Is there anybody else out there with similar experiences to my own? Mm-hmm . The takeaway here is people who are at stage two, where they're just thinking they may have a problem are looking for marketing material that focuses on addressing the pain point. They're looking for information that either is the epiphany.
[00:12:28] Oh yeah. This is a problem. I had no idea rather than mentioning the solution. They're not interested in a solution cuz they're just coming to terms with the fact that their experience is a problem that even remotely can be fixed. So for this reason, it's best to avoid trying to be too aggressive in your selling instead think about providing valuable, unique information.
[00:12:57] That's interesting that kind of catches their attention. Another way to think about people in this stage is that they would be at hop of the funnel. So things that they're interested in are like quizzes, because quizzes are fun for them to answer. But it also for you as the entrepreneur or the marketer of your business, it's a way for you to help get them aware that this is a problem so that they then can think about, huh?
[00:13:30] I wonder what the solution would look like. So here articles that talk about a problem. EBooks that identify the problem. Social media posts, infographics, guides, checklists, all of those things at this early stage are here just to, if you will put light on the problem, not on the solution. Yes.

[00:13:55] Nola: So that stage two is where they are becoming problem aware.
[00:14:01] And as they're now getting educated on that problem and realizing they have a problem now, the epiphany happens and they think, Hmm. I wonder if perhaps there are some solutions. So that's where they move into stage three solution. Aware. This is consider the stage where a prospect is very much aware that they have a problem and it's here that they begin researching and educating themselves.
[00:14:29] And to the point where they're looking for solutions that will help 'em get the result they want. They're not just learning about the album. They're not just learning about. Aunt Hills. right. They're learning about, okay. Perhaps there are solutions to ants, getting into my house. . So at this stage, they know that there are answers to their problems.
[00:14:50] They just don't know that you may be the answer to their problem. And so these people are searching online. Now their search terms change a little bit instead of entering the problem. Like I have ahas, it's more like. The terms become how to solve this problem. Ant hill solutions get rid of ants. So it's a little bit different phraseology.

[00:15:16] Lori: The thing that to keep in mind here is very rarely will somebody move directly from problem aware in the same search? Like, is this even a problem to. How do I solve the problem? Hmm. That usually takes a while. So consider that when you are the solopreneur, as you're developing your content, consider the fact that these are two separate timelines.
[00:15:43] They're not linear in how they work. They're kind of more like a roller coaster and up and. I might realize that this is a problem. Now I might do further research on the types of experiences that people with this problem have, but I'm not yet ready for the solution. By the time somebody gets to the solution phase, they are quite certain and resolute that this is a problem and they wanna know what's available to solve it.

[00:16:13] Nola: Exactly. So because people at this stage, the solution aware stage are searching for solutions to their problem. You wanna create content related to how to queries also content on this stage should focus on educating first and promoting your company second, because you wanna really educate them on the solutions.
[00:16:37] So types of content might be research reports, trend reports, white papers, educational videos, maybe even buying guides written in like a how-to style. So it's really practical, free eBooks. And even product comparisons where maybe introducing your product, but it's not from the sales perspective, it's more of an informational perspective of the types of solutions that are out there.
[00:17:05] So just to keep in mind, people could be entering stage three initially because they've already gone out there and they've re done their research. They already know that they have a problem and they're ready to search for solutions. And that's when they enter a query and get your information. Or they've come upon your information from perhaps a stage two problem aware stage, and they've absorbed your information at that stage.
[00:17:33] And then when they're ready to look for solutions, they come back to you. So that's why it's important to have content for each of these stages, because you don't know whether they're gonna be moving from one stage to the other, or they could be coming from that stage freshly to your website from having reached that stage.
[00:17:50] Yeah,

[00:17:51] Lori: this kind of sometimes gets a little confusing, which is why it's so important that we felt it was necessary to break it down. Really mm-hmm because it gets very confusing. And oftentimes we think somebody who recognizes they have a problem is we confuse that with trying to let them know what the solution is when they're just at the beginning of the solution search query.
[00:18:19] Now stage four is what's known as product aware and product could be an actual product, but your service can also be a product. So a way to think about this is a consideration stage. This is where your information. Your business has come up as well as other businesses, other like-minded businesses. So here a potential customer is actively researching different products or services to solve their problem.
[00:18:51] You know, I talked earlier about having the anthills. So if I had the anthill outside, but I started to notice that ants were coming inside this stage at product aware, I'm looking for solutions that actually keep ants out of my house. And more importantly, I may even know the type of solution that I want.
[00:19:14] I want an organic solution. I may want traps. I may want sprays, whatever it is. I have a better idea because I've done the research

[00:19:25] Nola: safe. Non-toxic

[00:19:26] Lori: exactly for my Lucy. Exactly. Right. And that is a consideration. So I'm now putting in, what's known as long tail search terms. I'm adding the requirements be because I'm fully aware of what I want.
[00:19:42] To solve the problem. I just don't know who's out there that actually has that solution. If that makes sense. Absolutely. So here, the takeaway is while a potential customer is closer to purchase, there's still a lot of work that needs to be done. And the type of content that you create, he is all about letting them know.
[00:20:06] About your features, the benefits pricing, all of that is pertinent at this stage at the product aware stage. So people are more likely to sign up for webinars. They're more likely to read case studies because they wanna know what you you've done. That makes you an expert in this field. So your case study adds to credibility.
[00:20:32] Pricing guides education about features white papers, high converting landing pages. All of those kinds of things have much more of an effect here because they're looking for the subject matter expert who can solve their problem. And they're now looking at the offers, what is closer, what they're looking for, if that makes sense.
[00:20:54] Mm-hmm okay. Great.

[00:20:56] Nola: Yes. So now if we're going along this journey, somebody has, I recognized they have a pain point. They've identified that. Yeah, this is a problem. They've researched solutions. They've narrowed it down to yours possibly. And you know what now? Yay. You're almost. At the finish line. Yay. Like you're almost there because people at this most aware stage know they have a problem.
[00:21:24] They want a solution and they've narrowed it down to yours, maybe one other person or product. And now these shoppers they're already on your website. They're already interested in what you have to offer. They may be considering one other seller solution as well. So your potential customer they're ready to make a decision.
[00:21:46] They're ready to buy. They just need a little nudge. To push them over the finish line. so the takeaway here is that this potential buyer wants to be confident your company, your product service is the best choice and the type of content for this stage is all about credibility in building trust. And you can do that with things like product reviews, social proof components.
[00:22:16] Case studies, you can give them free trials or demos so they can lower the risk of trying it out. Same with coupons, discount codes, or even a free consultation. So those all lower the risk and remove the barriers to at least trying out your product or service and so that they can build that trust.

[00:22:37] Lori: Yeah.
[00:22:38] You know, this is also where. Guarantees often happen. So for example, if you offer a guarantee that says, if you're not happy in the first 30 days, a full refund, some people will stipulate. If you can demonstrate to us that you've done the work all along the way. And you're not satisfied. This is not right for you.
[00:22:58] We'll give you a hundred percent of your money back as an example of a guarantee that often gets used at this stage. Exactly. This is where a helpful email system can do wonders on not only educating you as a business owner, but helping you to automate the information is delivered at the right time at the right stage mm-hmm or example, if people were taking a quiz, if.
[00:23:23] Because they were in stage two and you had those email addresses and you developed content that would guide them to stage three. That's a very different person than somebody who comes in at stage four in which they already are aware they have a problem. They already are aware. There are solutions out there.
[00:23:45] They just don't know that you have the solution that they're looking for. So a person entering into your business field at that stage will need different content. So having email system, like we use convert kit because it does segmentation and automation at the same time. If you have that system in there, it'll help you deliver the right content at the right time.

[00:24:09] Nola: And just disclaimer, we are affiliates of theirs and that's because we use their system and we believe in it because we love them.

[00:24:18] Lori: yes. Yeah, exactly. so to kind of wrap this idea up, think of it as I'm gonna go back to the ant Hills, a person at stage w one who is totally unaware sees aunt Hills as not a problem.
[00:24:36] A person who is at the stage, two problem aware, recognize that ants are starting to come into their house and they can't get rid of them. That's a problem. They know they have a problem at the solution aware they're looking for what is out there that I can use that will keep ants from coming into my house.
[00:24:57] And so at this stage, people are looking for solutions that meet. Their criteria. And so the information that they're searching for those how to inquiries are what is available that resonates with me. So I don't know the product. I don't know what resonates, I'm looking for that information now, how they get to product or stage four.
[00:25:22] The is because they have figured out. They have a problem. They know their solutions and they know the type of solution they're looking for. In my case, I have an aunt hill, their answer coming into my house. I also have a pet. I want it to be pet friendly. I want it to be environmentally friendly, friendly for the adults as well as kids.
[00:25:45] So I'm now searches that are considered long tail searches, because I'm very clear that the product that's gonna work for me. Meets a variety of the criteria that I need help with. At the stage five most aware I am aware I have a problem. I am aware there are solutions out there. I am aware there are solutions or there are products that meet my criteria and I've narrowed it down to your particular business.
[00:26:21] And another business. I'm just now wondering which one is gonna be right for me. And that's why those things that push the buyer over the threshold become really valuable. And you often see that on websites where somebody might say 10% off on your first purchase. Or here's a coupon to get started. Those are all examples of at that lower stage, what convinces somebody to move over the threshold?
[00:26:49] So now that you listener are aware that there are five stages, our hope is it helps you be more mindful of each stage, so you can successfully match your overall marketing message to the stage your potential customer currently is at while simultaneously. Moving them along to the next stage. One thing to keep in mind as your potential customer moves through the various stages the marketing or selling actually gets so much easier.
[00:27:20] yes, it does. And you could see why when we summed it

[00:27:23] Nola: up. Yep. Well, thank you so much for listening to this episode. We hope it makes all the difference in you getting started on your business so you can create your best and most exciting life. If you found the information shared here today, helpful let us know by posting here where you're listening or on our Facebook page,

[00:27:40] Lori: not sure how to turn your idea into a profitable side business.
[00:27:44] Contact us at stickybrandlab.com/contact. We'd be happy to help you.

[00:27:50] Nola: Be sure to come back next Tuesday and every Tuesday for another informative, inspiring and motivating episode. And remember action creates results. So tap into your desire to create a business and brand you love by taking one person action every day, small steps, big effects.

[OUT-TAKE]

[00:28:09] Oh, its when you can, oh, when you can't
[00:28:15] Lori: that a problem? They can't.