How To Write Targeted Sales Copy With The 5 Stages Of Customer Awareness

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Ahoy, Digital Writers!

Ever tried selling ice to an Eskimo?

Tough sell, right?

They have a “heat” problem not a “cold” problem. And you're standing there, ice block in hand, thinking you've won the deal.

But the Eskimo?

They're surrounded by snow and ice.

And they're thinking, "Why on Earth would I need more of this?"

The same is true for selling online.

You get $0 when you ignore the customer.

If you are just throwing out sales copy and hoping it sticks, don’t be surprised when 90% of what you write misses the mark.

Why? Well…

• Does the customer have and know about the problem you solve?

• Does the customer know you have a solution and how it helps them?

If not, you are shooting in the dark.

And it’s virtually impossible for you to make an irresistible offer when the customer is unaware of both your solution and how it helps them with their problem—right now.

So today, we are going to skill you up on the 5 Stages of Customer Awareness, so you can tailor your marketing, improve your conversions, and make selling as easy as a Sunday morning (and we’re going to get ChatGPT to help)!

Let’s dive in!

The 5 Stages Of Customer Awareness

In 1966, legendary copywriter Eugene Schwartz, first introduced the concept of the "5 Stages of Customer Awareness" in his book "Breakthrough Advertising."

He’s the Godfather of how we understand and approach customers today.

Here’s how Eugene breaks down each stage:

1. Unaware “Life’s good!”

2. Problem Aware “Something’s off?”

3. Solution Aware “So many choices..”

4. Product Aware “I like you!”

5. Most Aware “Buy now!”

Before you even think about drafting that email, crafting an ad, or writing a single line of sales copy, ask yourself:

"What exactly are my customers aware of right now?”

But how do you know?!

How To Get In Your Customer’s Head

You don't need to spend hours buried in analytics or burn through your budget on fancy tools to get a grasp on your audience.

You just need to be a bit savvy, a tad creative, and willing to actually listen to your audience.

• Write a free Educational Email “Crash” Course. Craft an email course that takes the reader on a crash course from problem to solution. What does the open rate say about what your audience needs most right now?

• Offer a range of content types in one go. Justin Welsh is the master of this technique. “When you are ready, there are 3 ways I can help you.” Offer an educational resource, a deep dive newsletter, and a paid product. What do the analytics tell you?

• Talk to your customers. Ask questions in comments, DMs, or a newsletter welcome email like, “What’s one thing I can help you accomplish?” What themes emerge?

• Research your customer using ChatGPT. Ask it to act like your ideal customer and describe what they need in each stage of their journey.

Each of these strategies will help you gather the preliminary data you need to start meeting customers where they are in your copy, without the commitment of full-on segmentation.

Don’t overthink it.

The goal here is to get a feel for your audience. It’s a relationship. You don’t need a spreadsheet to know your friends love it when you make Italian food, but have no interest in coming over sushi.

It's time to roll up your sleeves and get to work!

Guide The Customer From “I Have No Clue” To “Shut Up And Take My Money!”

Would you ask someone to marry you on your first date?

Probably not. Getting to a customer to purchase from you is like a marriage decision. First you need to grab a coffee, then you need to realize you’re lonely, then you need swipe left and swipe right a few times on Hinge, then you need to stalk social media, then a second, third, fourth date etc. Until finally, you decided—this is my soulmate!

Let’s break it down.

Stage #1: Unaware

Introduce the problem.

"Your content strategy is leaking money!"

Create a sense of curiosity or concern about a problem they didn't know they had.

When someone reads copy in the "Unaware" stage, they're essentially being awakened. It's like someone tapping you on the shoulder when you're lost in thought. "Hey, listen up, something's going on here." That initial jolt—like "leaking money?"—makes them pause and think, "Wait, what's the problem?"

Now they're primed to move into the "Problem-Aware" stage.

Stage #2: Problem-Aware

Validate their concerns

"Most content agencies are spending 20 hours a week on content that no one reads."

Once they're nodding along with your description of their problem—"You're spending 20 hours a week on content that no one reads"—they're hungry for a solution. And they will be more likely to listen.

Your copy in this stage sets them up to be receptive to solutions, guiding them into the "Solution-Aware" stage.

Stage #3: Solution-Aware

Introduce your solution.

"Transform your content strategy in just 30 days."

After you've dangled the promise of a solution—"Transform your content strategy in just 30 days"—they're intrigued but skeptical. They're thinking, "Okay, sounds good, but how?" This is where you swoop in with your unique value proposition.

You're showing them the light at the end of the tunnel but not pushing them to buy just yet.

Stage #4: Product-Aware

Make your case.

"We're not just another content agency, we're your strategic partner."

Lay out the facts and why you solution is the best choice for them.

By now, they're standing on the edge, just one step away from taking action. They know the problem, they want the solution, and they think you might be the answer. Your copy has to be the gentle push that tips them over the edge.

It removes the last bit of hesitation and guides them into the "Most Aware" stage, where they're ready to commit.

Stage #5: Most Aware

Close the deal!

"Ready to get back 4 in your day? Sign up in the next 24 hours to get these 3 bonuses."

Create urgency and make a compelling offer they can't refuse. They're already sold. They just need a reason to act now.

Remember, the key here is to meet your customers where they are. It's the difference between shouting into the void and actually making a connection.

Now, let’s make this easy with ChatGPT.

Train ChatGPT To Tailor Your Copy For Your Customer’s Level Of Awareness