What Are the 5 Stages of Awareness? - Marketing Concept Explained

What Are the 5 Stages of Awareness? - Marketing Concept Explained

The 5 Stages of Awareness is a simple copywriting framework popularized by Eugene Schwartz in his 1966 book called Breakthrough Advertising. The basic premise is that it’s not enough to have a great product—or service—to sell. You also need to meet the potential customer where they’re at, in their current frame of mind.

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Stage 1: Unaware
Just as it sounds, prospects at this stage are unaware that they have a pain or problem to solve.

Stage 2: Problem Aware
One step beyond the “unaware” stage is the “problem aware” stage. This is where the prospect realizes that they have a problem, but are not yet aware of solutions to solve it.

Stage 3: Solution Aware
Now we’re getting to the point where the prospect is very much aware of the problem and they’re researching and discovering solutions.

Stage 4: Product Aware
At this point, the prospect is actively researching different products—or services—that will solve their problem. Your product may very well be one of them. But there is still work to be done before the prospect makes a final decision to buy.

Stage 5: Most Aware
Okay, we’ve reached the finish line—almost. At the “most aware” stage, the prospect is pretty much ready to make a decision and buy, but they probably just need something to push them over the goal. Or maybe they aren’t sure where or how to get your product. Or maybe it’s just on the backburner to be purchased at a later time.

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