The 5 Levels of Market Awareness (And Why Many Entrepreneurs Get It Wrong)
Ever feel like your marketing should be working—but it's just not landing?
You're talking about the problem. You're explaining the solution. And yet… crickets.
Here's the thing: Most entrepreneurs assume their audience is at a certain level of awareness—but they're often wrong. And when your message doesn't match where your audience actually is, they tune out.
(One of the biggest mistakes in marketing? Talking to the wrong level of awareness. Why Most Marketing is Boring (And How to Make Yours Impossible to Ignore) shows how to make your messaging stand out.)
The 5 Levels of Market Awareness (From Eugene Schwartz)
Legendary copywriter Eugene Schwartz broke down buyer awareness into five levels. Nail this, and your messaging will instantly become more effective.
Let's break it down:
1. Completely Unaware (They don't know they have a problem yet.)
At this stage, your audience isn't searching for a solution—because they don't even realize there's a problem. If you come in pitching your product, they'll scroll right past you - they have no need.
It's like trying to sell a fire extinguisher to someone who doesn't know their kitchen is on fire.
Here's how you can reach them:
Use storytelling and curiosity to introduce the problem before selling the solution.
(Need help crafting a compelling story? Your Story = Your Biggest Sales Asset (Here's Why) explains how storytelling turns readers into buyers.)
Example: Instead of saying, "Get better sleep with our memory foam pillows," start with, "Why do you wake up exhausted—even after 8 hours of sleep?" This plants the seed that they could have a problem.
2. Problem Aware (They feel the pain but don't know the solution.)
Your reader knows something isn't right but is unsure what to do about it. At this point, they're Googling symptoms, not solutions.
Here's how you can reach them:
Highlight the challenge they're facing and explain why it matters.
Example: "Struggling to fall asleep? Waking up groggy? Here's why your pillow might be to blame."
3. Solution Aware (They know solutions exist but don't know about yours.)
At this stage, people know there are fixes out there but don't know which one is best for them. It's like they're standing in the pharmacy aisle, looking at a dozen different cold remedies, unsure which one to pick.
Here's how you can reach them:
Show why your solution works better than the alternatives. You're not trying to criticize other solutions here, just to show the benefits of your solution.
Example: "Memory foam vs. down pillows: Which one actually helps you sleep better?"
4. Product Aware (They know about you but aren't yet convinced.)
They've heard of you. They might be on your email list or following you on social media. They might even have your product in their cart but they haven't pulled out their card to buy.
Here's how you can reach them:
Use testimonials, case studies, and guarantees to show there is no risk. Others have tried, and you are a safe option.
Example: "Over 10,000 happy sleepers swear by our memory foam pillow. Try it risk-free for 100 nights."
5. Most Aware (They just need a reason to buy now.)
These are your warmest leads. They're ready to buy—they just need a final nudge. They're at the checkout, credit card in hand—you just need to remove any last hesitation.
Here's how you can reach them:
Offer urgency, exclusivity, or a time-sensitive deal.
Example: "Limited-time offer: 20% off memory foam pillows for the next 24 hours."
Note - This should be a genuine offer - an imaginary deadline can cause mistrust and prevent future purchases.
(Crafting a strong offer is one thing, but making people take action is another. The 3 C’s of Copywriting breaks down the formula for copy that converts.)
How Many Entrepreneurs Get This Wrong…
They assume their audience is further along than they really are. They're pitching their solution to people who don't even know they have a problem yet.
The fix? Do your research and match your messaging to the awareness level of your audience. When you do, your marketing becomes effortless.
Need help getting the messaging right? Check out my services page to see how I can help.
Hey there, Rebecca here.
My mission is to write copy that feels unmistakably you—capturing your voice, sharing your stories, and engaging your audience in a way that drives real impact.
