What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're going to learn the five stages
of customer awareness so you can adjust your messaging at every touch point
giving your customers what they want when they want it.
now if you're new to the channel and you want to build brands that go beyond the
visuals using strategy psychology and creative thinking
then you're in the right place hit that subscribe button and the notification
bell and you'll be well on your way now the different stages of the customer
awareness is not something new it's not a new concept it's been around for many
many years Eugene Schwartz wrote the book
Breakthrough Advertising back in 1966 that's over 50 years ago
and this concept holds water today and if you understand it if you understand
those different stages then you can adjust your messaging strategy
to meet your customers where they are and help them
with what they need help with right now so in this video I'm going to go through
each one of the customer awareness stages so you
can apply those stages to your own brand strategy and your own messaging strategy
so you can connect with your audience stage number one completely
unaware now this isn't referring to the fact that they're completely unaware
about anything they're just completely unaware about the problem
that you're going to help them solve later on so at this stage
they're just browsing through their feed or they're reading the newspaper or
watching TV or watching a YouTube video they're not
really looking to solve any problem because they are
not aware that the problem exists yet so in this stage your brand
is not on the scene and even the problem itself is not on
the scene stage number two problem-aware so obviously in this stage
they're becoming aware of what the problem is that needs solving
now they've moved from a stage where they're completely unaware and
maybe they've moved into the next stage because they experienced
the problem themselves or maybe they've heard about the problem maybe their
friend has told them about a problem that
they've had or they read an article maybe they read an article a blog post
or watched the video that has made them aware of the problem but now the problem
is on the radar and in this stage they're starting to digest that problem
and starting to get a feel for what this problem is all
about and what it could potentially do to their lives what impact it could
have within their lives so let me give you an example of this
maybe a consumer is going through the news feed and they see an article
that is all about the chemicals that are in drinking water
and they open up the article and they read through it and they realize that
the drinking water coming out of their tap or their faucet might not be as
clean as they thought it was because this
article spells out the chemicals that are in
everyday drinking water so now they're suddenly aware of the
problem they didn't know that this problem existed before and now
they're aware of it and that leads us on then to the next
stage stage number three is solution-aware
so in the last stage you're talking about a problem where they've become
aware of that problem and in this stage it's
all about learning about what the solution is what the fix
is because when there's an itch we have to scratch it when there's a problem we
need to solve it so what is that solution that's out there
so when you come across a problem you might
jump onto Google or call a friend and ask them if they've come across that
problem before and if they know of a solution but either way you go in
search of that solution and you might find one solution you
might find multiple different solutions but now
you are aware that there are solutions out there it's not getting specific
about exactly what those solutions are and how those solutions
are delivered you're just becoming aware that there are solutions
out there and you're becoming aware of what those solutions are stage number
four is product-aware so this is going deeper
now it goes past the solution yes we know now that
there is a solution to the problem that we identified earlier on but now
it's about figuring out exactly what those solutions are and getting
down into the nitty-gritty maybe there's a very specific product out
there maybe there's a very specific service out there and in this stage we
become aware of what those services are and what
those products are and what we tend to do
within this stage is we start to compare apples with apples we start to compare
what solutions are out there and exactly what those solutions will do for us and
those products are lined up side by side and this is really where
the consideration phase begins it starts to
become a game of well which option is best which
products or services are best for my particular problem
and stage number five is most aware now in this stage your brand awareness
is very high they know who you are they know what you do
and they potentially know what impact you can have
in their life and why you're different to all of those
other products or all of those other services or all of those other brands
in the marketplace if you're putting out content they're digesting it if you're
putting out articles they're reading them if you're putting out videos
they're watching them they're drinking your kool-aid and
they're very aware that you can help them in their lives they might not have
pulled the trigger yet but they are definitely considering your
brand your brand awareness is very very high and it might just be a
matter of time before they engage you for your services
or your products so these are the five stages of customer awareness and you can
see from this it's really important to know
which stage your customer is at when you're engaging with them when you're
speaking to them there's no point in introducing a product to them if
they're not even aware that a problem exists in the first place
on the other hand if they are aware that a problem exists
and you introduce a solution at the right time then you're speaking
their language you're giving them what they need in that point in time and
your messaging will engage with them so how do you
speak directly to your audience at each stage in that
awareness what do you say to them in order to make
sure that you're delivering the right message at the right time well
Eugene Schwartz in his book Breakthrough Advertising
puts forward a very very simple solution and it's all about the hook
or all about the headline and that is if they are product- aware
then your headline is about the product if their solution-aware
then your headline is about the solution and if they're problem-aware then your
headline is about the problem it's a very very
simple formula that translates to this speak about what their problem is right
now and you will engage with them and you
will hook them in and you will get their attention
if you do this well enough then your messaging will guide them from one stage
of customer awareness to the next and by the time they get to
that decision-making phase you've already earned trust with them so
the next piece of content that you sit down
to write whether it's on your website or whether it's an
ad or a video whatever it may be think to yourself
about what stage your customer is in at that very touch point
and ask yourself what do they need right now
but I'd love to hand it back over to you I'd love to hear your experiences when
it comes to customer awareness have you taken the time to identify
each and every one of your touch points and then marked out which stage of
awareness your customer is at at that particular
touch point if you do that then you can shape the messaging within
that touch point if you have any challenges at all around
customer awareness or mapping out your customer awareness then let me know in
the comments below I'll do my best to answer all of those
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I said I'd love to hand it back over to you I'd love to hear your experiences
your challenges as I said I'll do my best to answer all of those
until next time brand like a master and I'll see you in the next video!