At this stage you’re in the feature vs benefits battle. The book I’ve been quoting for this “Stages of Awareness” series is Breakthrough Advertising. And at this stage, the author, Eugene Schwartz, says, “The prospect either knows or recognizes immediately that he wants what the product does. But he doesn’t know that your product will do it for him.”

In order to know what the product does for them, you need to show the customer a benefit your product will add to their life. Features allow benefits to happen, but customers aren’t initially attracted to gadgets or processes that went into your product. We are all far more busy and self-interested. 

According to Tom Albrighton’s book Copywriting Made Easy, customers, broadly speaking, want:

• To get a job done more easily

• Have more free time

• Make money

• Save money

• Try something new

• Have fun

• Get away and relax

• Sort my life out

• Make my home nicer

• Look after my family

• Get fit

• Plan for my future

• Feel attractive

• Feel trendy

• Impress friends

• Get ahead

In none of that did they specifically ask for your product; they’re asking for a solution to get them to the place that they’d like to be. 

The key here is to show these benefits, what these benefits feel like, what not having these benefits feels like, where they take place, and more. Creatively, of course. 

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 have customers at this stage of awareness that you’d like to engage, contact me below.