Unleash Your Growth Potential: Mastering the Stages of Awareness & Skyrocketing Sales
ISSUE #11
Join the Story Unfolding in Your Customer’s Mind
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To: Growth Marketer
From: The Growth Bulletin Team
Date: March 22nd.
Launching a new product or service is an exhilarating (and sometimes nail-biting) experience for growth marketers! 
Did you know that “75% of product launches fail in their first year,” according to Harvard Business Review?
While many factors contribute to these failures, such as timing, pricing, or the product itself, there’s one crucial element that can make or break your success…
The Market!!!
And more specifically, the Awareness of that market!
In this issue, we will discuss world-famous copywriter Eugene Schwarts’s “The Stages of Awareness” and how by only focusing on the “Ready To Buy Now” audience, you are leaving 80% of potential sales on the table!
Are you ready for Growth?
Let’s dive in…
Pulse
Top 20 Content Marketing Tools to Boost Your Strategy: Discover the best content marketing tools to help you craft engaging content, reach more users, and drive better results for your campaigns. (Source: SearchEngineJournal.com)
ChatGPT Influences Marketing Job Priorities: AI adoption in advertising and marketing leads companies to prioritize quality assurance, editing roles, and strategy.
(Source: Adweek.com)
T-Mobile Acquires Ryan Reynolds’ Mint Mobile for $1.35 Billion: Discover six marketing lessons from the man considered the greatest marketer alive today.
(Source: @nathanbarry)
Spotlight
Stages Of Awareness & What’s Important
Eugene Schwartz, a renowned copywriter and author, first introduced the concept of stages of awareness in marketing with his 1966 book “Breakthrough Advertising.” This game-changing idea lays out the various stages customers go through and offers insights on how marketers can customize their messaging for each stage. By pinpointing a potential customer’s awareness level, you can craft targeted and meaningful marketing messages that captivate them, boosting your conversion rates and fostering long-term customer loyalty.
What are the benefits of Stages Of Awareness?
Tailored marketing messages: By understanding the stage of awareness of potential customers, marketers can create targeted and relevant marketing messages that address the specific needs and concerns of the customers at that stage.
Improved customer engagement: Targeted marketing messages can improve customer engagement by resonating with customers and demonstrating a deep understanding of their needs and preferences.
Higher conversion rates: Targeted marketing messages that address the specific needs and concerns of customers can increase the chances of successful conversions, as they can overcome objections and provide relevant information that helps customers make informed decisions.
What are the cons of Stages Of Awareness?
Oversimplification: The stages of awareness model may oversimplify the complex decision-making process of customers, as it assumes that customers move through distinct stages in a linear fashion, which may not always be the case.
Limited applicability: The model may not be applicable to all types of products or services, as different products may require different marketing strategies that do not fit neatly into the stages of awareness framework.
Difficulty in measuring: It can be challenging to accurately measure the stage of awareness of potential customers, as it often requires a deep understanding of the customer’s needs and preferences, which may be difficult to obtain.
Increased marketing costs: Tailoring marketing messages to each stage of awareness may require more resources and effort, which can lead to increased marketing costs.
Here is what you need to know:
How you speak to an unaware customer vs a most aware customer is totally different.
As humans, we only know what we know. How can we buy something we don’t know we need or how it works?
Remember, a confused mind will never buy!
Here is an example to better illustrate this…
We have two homeowners.
Both have terrible, ugly, beat-up grass. They both desire lush green grass.
One used this exact aeration service provider last year and saw excellent results. They are “Most Aware.”
The other has yet to learn what aeration is or how it will help them get lush green grass. They are “Problem Aware.”
The homeowner on the left (Problem Aware) knows they have a problem but will need more education to make a purchase today.
The homeowner on the right (Most Aware) sees that direct offer as a no-brainer because they are an existing customer and trust that brand.
According to The Large Market Formula, only 20% of your market is solution, product & most aware. That leaves 60% of your TAM (total addressable market.) that will scroll past your ads and not buy.
“By meeting your customers where they are, we can better serve them and help them get their desired outcome which will translate into more sales for your business.”
The stages of awareness is a marketing framework that describes how potential customers progress in understanding and knowledge of a product or service.
The five stages of awareness are as follows:
Unaware: At this stage, the customer lacks awareness of the problem, solution, or product. (Educate On The Problem/Solution – 60% Of TAM)
Problem Aware: The customer is now aware that they have a problem or need they want to solve. However, they may not know the cause of the problem or what solutions are available. (Educate On The Solution – 20% Of TAM)
Solution Aware: At this stage, the customer has identified potential solutions to their problem and is evaluating them to determine which would best fit their needs. (Consideration Phase. 17% Of The Market)
Product Aware: The customer is now aware of specific products or services that can solve their problem and is evaluating them to determine which one would be the best fit. (Purchaser – 3% Of The Market)
Most Aware: At this stage, the customer is familiar with the product or service, understands its benefits and features, and is ready to make a purchase. (Existing Customer)
As a marketer, it’s essential to understand your potential customers’ awareness stage so that you can tailor your messaging to meet them where they are at “Mentally” and walk them down the framework to become a paid customer.
A couple of things to keep in mind with this idea…
Don’t Forget to Segment: Ensure your marketing messages hit the mark by effectively segmenting your audience based on their stage of awareness. Remember, tailored content is key for engagement!
Embrace the Journey: Take a holistic approach by considering the entire customer journey. Nurture leads and build strong relationships by addressing customers’ needs at each stage of awareness.
Measure, Analyze, Optimize: Keep track of your marketing efforts and analyze their effectiveness for each stage of awareness. Use those insights to optimize your campaigns for better results and happier customers!
In the dynamic world of growth marketing, understanding your customers’ stages of awareness is essential for crafting impactful campaigns. Embrace the power of targeted messaging and data-driven insights to create more engaging, effective marketing strategies that drive success!
The Breakdown
This week, we are breaking down Shopify.com
Get ready to explore Shopify, the go-to platform for millions of business owners seeking to create a standout online presence and skyrocket their sales. With Shopify’s robust features and cutting-edge tools, entrepreneurs can achieve success both online and offline like never before. Shopify’s annual revenue for 2022 was a staggering $5.6B, a 21.42% increase from 2021. Boasting more than 2.1 million daily active users, Shopify has become an undeniable force in the world of eCommerce. If you haven’t heard of them, you may have been sleeping under a rock!
Hook: “The global commerce platform”
Shopify hooks its audience by positioning itself as the ultimate solution for businesses of all sizes, catering to their needs with a comprehensive suite of tools to sell products globally.
Promise & Benefits: “Build your business with Shopify to sell online, offline, and everywhere in between.”
Shopify promises to provide all the necessary features and resources for businesses to thrive in any selling environment, making it easy for entrepreneurs to scale and succeed.
Unique Selling Proposition: “Discover why millions of entrepreneurs chose Shopify to build their business — from hello world to IPO.”
The platform’s USP lies in its proven track record of success, having helped millions of entrepreneurs build, grow, and scale their businesses, ultimately transforming them from start-ups to industry powerhouses.
Unique Mechanism: Shopify offers a drag-and-drop store creator, customizable templates, a wide range of apps, and a seamless checkout process, making it easy for anyone to create a successful online store.
From a marketing standpoint, Shopify sets itself apart by providing an intuitive, user-friendly interface that allows even those with no coding experience to build a visually appealing and highly functional online store.
Offer: Start a free trial and experience the power of Shopify for yourself.
Shopify invites potential users to try out their platform without any financial commitment, showcasing its confidence in its ability to deliver results and create long-term customers.
Want to check out their growth funnel? (Click Here)
Reflection
How am I adapting to changes in my industry and staying ahead of the curve?
FOR MARKETERS
WHO ARE READY
TO GROW.
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