Unlike marketing to your most aware customers, this stage of awareness might require the most content. “Here,” Eugene Schwartz states, “your customer isn’t completely aware of all your product does, or isn't convinced how well it does it, or hasn’t yet been told how much better it is now.” Luckily, you have already found a need that matches your product. Now, like Schwartz said, you just need to elaborate.

The headline, or the point of the content, will be tasked by 7 different angles of persuasion.

1. To reinforce your prospects desire for your product

2. To sharpen their image of the way your product satisfies that desire

3. To extend their image of where and when your product satisfies that desire

4. To introduce new proof, details, documentation of how well your product satisfies that desire

5. To announce a new mechanism in that product to enable it to satisfy that desire even better

6. To announce a new mechanism in your product that eliminate former limitations

7. Or you completely change the image or the mechanism of that product, in order to remove it from the competition of other products claiming the satisfy the same desire*

That all sounds like a lot. But, luckily, you are dealing with some familiarity and you have more than one bridge to Manhattan.

To reach this stage of awareness, you would have to achieve some level of product and brand recognition. This is a positive. We are now just tasked with proving how your product works, in the most interesting way possible, and from a position of authority and trust.

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