How to Understand Your Markets State of Awareness

Podcast: Play in new window | Download (Duration: 16:31 — 15.1MB)

Image by Nickton

Another great strategic discussion today. Understanding the state of awareness of your target market. Yesterday we covered aligning yourself with the desire of your market and today we continue that conversation. Doing this exercise will create a competitive advantage in your market. Very few people do this exercise but when done and done correctly it can give you tremendous insight. First what is…

State of Awareness

The beginning of your ad – the headline concerns itself entirely with your market. It is based entirely on the answers to these three questions

How aware is the prospect of that desire?
How close is it to the surface of his consciousness?
Is he aware only that a problem or need exist, or is he aware that they can be satisfied? If he is aware that a means of satisfaction exist, does he realize that it lies in your group of product?

State of Awareness

Stage	Awareness	Description
Stage 1	The most aware	Knows your product, knows what it does, knows he wants it
Stage 2	Knows product but doesn’t want it yet	Not aware of all your product does, or not convinced how well it does.
Stage 3	Has the desire but doesn’t connect it with any products	Prospect wants what the product does but doesn’t know that there is a product that will do it. (introduce new product)
Stage 4	Has a need but doesn’t connect fulfillment with your product	Prospect has a need, not a desire. He recognizes the need immediately. But he doesn’t yet realize the connection between the fulfillment of that need and your product (problem solving ad)
Stage 5	Not aware of need or won’t admit it	Most difficult. Prospect is either not aware of he desire or need – or he won’t honestly admit it to himself