My Marketing Thoughts

Stages of Consumer Awareness: Most Aware

Want to hear a luxurious position to be in? Marketing to your most aware segment of customers. Why? Because in this stage of awareness, you’re sitting on top of all the previous marketing that has already been done. I would never say something is easy, but creativity is less critical for success here. 


Who knows why someone hasn’t gotten around to buying your product? Their to-do list keeps growing. They forget when they need one. They don’t feel like driving across town. X,Y, and Z could be keeping customers from paying for your product. 


This doesn't mean that they don’t want it, or that your company is doing something wrong. It’s impossible to list all the layers of friction involved before making a transaction. And, unfortunately, some customers might just need extra incentive. But, luckily, this is why so little creativity is necessary at this stage.


“The customer,” Eugene Schwatz says, “knows of your product, knows what it does, and knows he wants it. At this point he just hasn’t gotten around to buying it yet. Your headline--in fact, your entire ad need state little more except the name of your product and a bargain price.” 


All of the marketing that you did before this stage of awareness does add up. The advertisement caught the customer’s eye. They then followed your company on social media. Through that, the customer saw all the ways your product helps them. It proved how fast or effective the solution to their problems can be. But, like I said, It might take a little more to get some people in the door though. 

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


But, if this is the stage of awareness that you’d like to work on for your customers, contact me below.

“Surreptitiously and beguilingly, then, with humor or gravity, works of art— novels, poems, plays, paintings, or films— can function as vehicles to explain our condition to us. They may act as guides to a truer, more judicious, more intelligent understanding of the world.”

— Alain De Botton in Status Anxiety

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