My Marketing Thoughts

Stages of Awareness: How to Introduce Products that Solve Needs

A headline used as an example for this stage of awareness in How Brands Grow is, ”Stops Maddening Itch.” 


It’s very simple, straight to the point. The reason for this, Eugene Schwartz states, is, “This prospect doesn't have a desire, but a need. He recognizes the need immediately. But he doesn’t yet recognize the connection between the fulfillment of that need and your product.”


This is such an early stage of awareness that none of your competitors have broached the mind of prospective customers either. The customers literally have a problem that barely anyone has offered to solve. Sometimes this need isn’t at the front of their minds. Their need isn’t exactly an emergency (or hopefully isn’t). 


This is why if you’re lucky enough to have a product in this position, your campaigns should focus on the customer’s longing and/or solution. And since most needs aren’t immediate for all of your customers (if it were you could just put, “Stops Maddening Itch. But Now.”), your content needs to focus on their needs or solutions. 


Then lean into why the need is so unbearable or how much better life will be when that need is fulfilled. You’re not at the point of showing features. Just elaborate on the points that you understand. 

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

If you’re at this early stage of consumer awareness, contact me below.

“…to understand success and analyze what caused them, we need to study the traits present in failures.”

— Nassim Taleb in Black Swan

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