At this incredibly early stage of awareness, where there is practically no awareness at all amongst your prospective customers, you barely do any persuasion. Nothing would work on them. They don’t care if something catches their attention if they feel no reason to use it. And if it’s affordably priced, why should they care to spend any money on something they don’t understand?

“So you cannot mention price, product, function, or desire. What do you have left? Your market. You are writing an identification headline. You are selling nothing, you are promising nothing, or satisfying anything. Instead you are echoing emotion, an attitude, a dissatisfaction that picks people out from the crowd and binds them together in a single statement.” 

This is undoubtedly the hardest market to be in. But, if things are done correctly you’re first to market which puts you in a more entrenched position. Most companies don’t find themselves in this stage of awareness though. They join a market where customers already exist. Some players in this market might be slow, neglectful, or off on some aspects of their product. This gives your company the opportunity to step in and improve on the product.

Here are other posts I wrote elaborating on the other stages of consumer awareness

• Stages of Consumer Awareness (General)

• Stages of Consumer Awareness (Most Aware)

• Stages of Awareness (the Customer Knows of the Product but Doesn’t Yet Want it)

• Stages of Awareness (How to Introduce New Products)

• Stages of Awareness (How to Introduce Products that Solve Needs)

• Stages of Awareness (How to Introduce a Totally Unaware Market)

If you’re in this fresh stage of consumer awareness, contact me below.