There are five levels of product awareness.
Posted: Wed Jan 08, 2025 3:57 am
The levels describe how much a customer knows about your products and the topic in general.
Let's imagine that your company sells pillows. In this case, awareness levels would mean things like this:
1. Completely unaware
A completely ignorant person does not know that, for example, their sleep is of poor quality and that it could be improved with a pillow. They may have been tired for years, which is why the situation has become their new normal. They therefore do not recognize their problem (poor sleep), nor the consequences of it (fatigue). They think that falling asleep should take an hour and that constant nighttime awakenings are part of sleeping. For such a person, the marketing angle is the most macedonia phone data challenging to plan. The only goal is for the person to recognize themselves in the marketing message: “When was the last time you changed your pillow?”, “Do you know the 30 health benefits of a good night’s sleep for adults?”, “I have a 1/37,000 chance of guessing your name correctly. But if I claim that you could significantly improve the quality of your night’s sleep with one change, I have a 1/4 chance of being right. Because every fourth adult…”
2. Problem-aware
A problem-aware person knows that they sleep poorly. They notice that their necks are sore in the morning, their mouth is sometimes dry, and they don't feel rested when they wake up. However, they don't know what causes this or what the solution is. They can only guess that the poor sleep is caused by stress, too little exercise, a bad blanket, an old bed, traffic noise, or a bad pillow. For such a person, the marketing angle is to talk about the problems. "Does your neck hurt in the morning?", "Do you feel like you're sleeping poorly?". This way you get their interest and can teach them how to fix the problems.
3. Result-oriented
A result-conscious person knows that the problem with poor sleep is a bad pillow. However, they don't know what kind of pillow is right for them. Such a person should be talked about the end result. "7 tips for choosing the right pillow", "See if a high or low pillow suits you".
Let's imagine that your company sells pillows. In this case, awareness levels would mean things like this:
1. Completely unaware
A completely ignorant person does not know that, for example, their sleep is of poor quality and that it could be improved with a pillow. They may have been tired for years, which is why the situation has become their new normal. They therefore do not recognize their problem (poor sleep), nor the consequences of it (fatigue). They think that falling asleep should take an hour and that constant nighttime awakenings are part of sleeping. For such a person, the marketing angle is the most macedonia phone data challenging to plan. The only goal is for the person to recognize themselves in the marketing message: “When was the last time you changed your pillow?”, “Do you know the 30 health benefits of a good night’s sleep for adults?”, “I have a 1/37,000 chance of guessing your name correctly. But if I claim that you could significantly improve the quality of your night’s sleep with one change, I have a 1/4 chance of being right. Because every fourth adult…”
2. Problem-aware
A problem-aware person knows that they sleep poorly. They notice that their necks are sore in the morning, their mouth is sometimes dry, and they don't feel rested when they wake up. However, they don't know what causes this or what the solution is. They can only guess that the poor sleep is caused by stress, too little exercise, a bad blanket, an old bed, traffic noise, or a bad pillow. For such a person, the marketing angle is to talk about the problems. "Does your neck hurt in the morning?", "Do you feel like you're sleeping poorly?". This way you get their interest and can teach them how to fix the problems.
3. Result-oriented
A result-conscious person knows that the problem with poor sleep is a bad pillow. However, they don't know what kind of pillow is right for them. Such a person should be talked about the end result. "7 tips for choosing the right pillow", "See if a high or low pillow suits you".