Why is your marketing message unconvincing? 👾

#15— All things 5 stages of awareness. Discover how the 5 stages of awareness in advertising can transform your marketing strategy. Learn simple, actionable steps to improve engagement and drive conversions.

Author

Ahlem Mahroua
March 06, 2025 • Estimated Reading Time: 4 minutes

Hi there,

Ever felt like your marketing just isn’t hitting the mark? I used to wonder why some campaigns resonated deeply while others barely made a ripple. Then I discovered Eugene Schwartz’s 5 Stages of Awareness, a framework that completely changed the game for me.

The 5 Stages of Awareness: A Quick Rundown

Eugene Schwartz, a legend in direct response marketing, broke down the customer mindset into five distinct stages:

  1. Completely Unaware:

    Your potential customer has no idea they have a problem or that a solution exists.

  2. Problem Aware:
    They know something’s off, but they’re not sure what’s causing it.

  3. Solution Aware:
    They understand that solutions exist, yet haven’t found the one that’s right for them.

  4. Product Aware:
    They’re aware of your product, but aren’t fully convinced it’s the best fit.

  5. Most Aware:
    They’re ready to buy because they understand exactly how your product solves their problem.

Why This Matters for Startups

In our fast-moving sectors—tech, edtech, and gaming—understanding where your prospects fall on this spectrum can mean the difference between a campaign that clicks and one that falls flat.

💡 Research shows that targeted messaging increases conversion rates by up to 202% when you speak directly to your audience’s level of awareness.

Need more convincing? Check the case study below ⤵️

📚 Case Study: AFK Arena (Lilith Games)

  • Problem-Aware Audience: Mobile gamers who recognized they lacked time for traditional grind-heavy RPGs but still wanted engaging gameplay.

  • Tailored Messaging: Lilith Games emphasized the game’s idle (AFK) mechanics, positioning it as a solution to time constraints. Ads showcased players progressing even while offline, with slogans like “Play at Your Own Pace” and “No Grinding Required.”

  • Result:

    • The game surged in popularity, particularly in Western markets, reaching Top 10 RPG downloads on iOS/Android in over 50 countries (2019-2020).

    • Revenue exceeded $1 billion by 2021, attributed to resonating with time-strapped players.

    • App Annie (now data.ai) highlighted this strategy as key to its success, noting its alignment with modern gamers’ needs.

Why It Worked:

  • Precise Targeting: Addressed a clear pain point (lack of time) without overselling mechanics.

  • Creative Ads: Demonstrated gameplay requiring minimal active effort, appealing to casual and busy users.

  • Community Building: Engaged players through regular updates and events, reinforcing the game as a sustainable solution.

This example illustrates how identifying a problem-aware audience and aligning messaging to their needs can drive significant growth.

How to Leverage These Stages in Your Marketing

1️⃣ Tailor Your Messaging:
Don’t use one-size-fits-all messaging. Create content that meets prospects exactly where they are. For example, if you’re targeting those who are problem aware, focus on the pain points rather than immediately selling your product.

2️⃣ Nurture with Education:
For the “completely unaware” and “problem aware” stages, invest in content that educates—blogs, explainer videos, or even webinars that highlight the challenges your audience faces.

3️⃣ Showcase Proof:
Once prospects are “solution” or “product aware,” demonstrate why your solution works. Use case studies, testimonials, and data-driven results to push them towards becoming “most aware.”

4️⃣ Craft a Clear Call to Action:
At every stage, ensure your call-to-action is specific and tailored. Whether it’s a free demo, a case study download, or a consultation call, make it crystal clear what they should do next.

Ready for More?

I’ve been diving deep into these strategies and uncovering more actionable insights to help startups like yours not only capture attention but truly convert. When you’re ready, check my new website to see how I can help you ⤵️

Check it out here: https://www.ahlemmahroua.com 

To sum it up: Understanding and applying the 5 Stages of Awareness is like having a secret playbook for your marketing strategy. It helps you speak directly to your audience’s mindset, ultimately driving more engagement and higher conversion rates.

Let’s take your marketing to the next level, one stage at a time.

Talk soon,

Ahlem Mahroua
Your Growth Marketing Partner

P.S. If you found these insights valuable, forward this email to a colleague who might benefit.

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