Customer Awareness Stages

Unaware	Problem-Aware	Solution-Aware	Product-Aware	Most-Aware
Your ideal buyer isn’t even aware they have a problem yet	Your ideal buyer recognizes they have a problem but lacks a solution	Your ideal buyer knows solutions exist but hasn't honed in on your brand	Your ideal buyer is familiar with your product/service, but needs more convincing	Your ideal buyer is close to deciding but might need that final push
Marketing Tactics	Marketing Tactics	Marketing Tactics	Marketing Tactics	Marketing Tactics
- Social media posts

Influencer marketing
PR & media outreach
Educational content (articles, podcasts, video, etc.) | - Email marketing & newsletters
Live in-person or virtual events
Targeted ads to those facing the problem
SEO optimization for problem-related search queries | - Testimonials and reviews from customers
Free trials, demos, and samples showing your solution
Retargeting ads to re-engage those who've shown interest
Comparison content showing your product/solution against others | - 1:1 Consultation
Promotions or limited offers
Case studies & customer success stories
More detailed product info (guides, tutorial videos, FAQs) | - Loyalty & referral programs
Upsell / cross-sell campaigns
Re-engagement ads and campaigns
Exclusive content, groups, and events |

Eugene Schwartz, an advertising expert, developed the concept of the Customer Awareness Stages in his book "Breakthrough Advertising" in 1966. This model outlines five stages of awareness that customers go through when making a purchase decision. By understanding these stages, marketers can create more effective messaging and tailor their marketing tactics to each stage of the customer journey.