In this episode, Carla is sharing a breakthrough she had from her last coaching call - tune in for high-level marketing strategy and learn how to market to the RIGHT people in your audience.

HIGHLIGHTS:

• The 5 stages of awareness in marketing: what they are and why they’re so important
• Why sales and launches can feel so HARD - and how to turn that around
• How to create offers that will fly off the shelves
• Carla’s marketing plan for the next 6-12 months

RESOURCES + LINKS:

Tickets for Thrive, Lisbon, our 3-Day Retreat are available here: https://www.carlabiesinger.com/retreats

The 5 Stages Of Awareness:

The concept of the "5 Stages of Awareness" in marketing, introduced by Eugene Schwartz in his book Breakthrough Advertising, is a framework that helps marketers understand the different levels of awareness that potential customers may have about a product or service. By recognizing these stages, marketers can tailor their messaging to meet the needs and concerns of their audience more effectively. Here’s a summary of each stage:

1. Unaware: 
   • Description: At this stage, the customer is not aware of the product, the problem it solves, or even the problem itself.
   • Marketing Strategy: The focus is on raising awareness about the problem or need. Educational content and broad, problem-oriented messaging are key.
2. Problem Aware: 
   • Description: The customer is aware that they have a problem but is not aware of any solutions.
   • Marketing Strategy: Messaging should highlight the problem and introduce the product as a potential solution. Emphasis on the pain points and the consequences of not addressing the problem can be effective.
3. Solution Aware: 
   • Description: The customer knows about the solutions available but may not be aware of your specific product.
   • Marketing Strategy: Differentiation becomes important here. Marketers should focus on why their product is the best choice among the available solutions. This includes showcasing unique features, benefits, or advantages.
4. Product Aware: 
   • Description: The customer knows about your product but may not be sure if it’s right for them.
   • Marketing Strategy: The focus is on convincing the customer that your product is the best fit for their needs. This can involve addressing specific concerns, providing testimonials, and offering trials or guarantees.
5. Most Aware: 
   • Description: The customer knows about your product and is ready to make a purchase or is very close to it.
   • Marketing Strategy: The goal here is to make the final push for conversion. This could include limited-time offers, discounts, or simply a clear and easy call-to-action to make the purchase process straightforward.

Understanding these stages helps in crafting targeted marketing messages that address the specific mindset and needs of potential customers at each point in their journey.

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