Eugene Schwartz’ 5 Levels of Awareness Explained In Plain English Part 3 [Copywriting Guides]

In the final part of this mini series on awareness levels (re: Eugene Schwartz), we’re looking at the hardest market of all – people who have zero awareness (that is; no awareness of you, what you’re selling, or that what you’re selling even exists).

If you’ve ever tried to explain to a prospect who you are, what you do, and why they need it, and all you get in response is a blank expression (or worse), that’s who I’m talking about.

Every ad, flyer, or cold call that produced a similar reaction are yet more examples. But there’s an elephant in the room. Suppose they were interested? And suppose, more than that, they had the exact problem you could fix? What could possibly have gone wrong!

So many things. We talk about clarity, but how do we know if we’re being clear? We talk about problems, but how do we know if the prospect recognises they have a problem? And we talk about solutions as though everyone on the planet understood them.

The elephant is the individual. We’re all (or mostly) so besotted with audiences that we often forget the individual. We want the best return on our money, effort, and time (aka shortcuts), so we focus on a one-to-many strategy and end up with none.

Sales people have a habit of talking so fast (without listening) that they ‘blind their audience with science’ (well, not so much science as hot air). And so it goes on.

That’s the real problem that every business who needs more business is trying to overcome.

The assumption is that attention equals awareness. Yet attention or awareness is useless without interest, and interest doesn’t happen unless whatever is being talked about is interesting to its audience.

Which is where we step in. What I’ve just written is an angle you can use to get the attention you need, and when you have it, increase awareness (because if there’s one thing you’re prospective clients all have in common, it’s the need to be aware of just what a decent copywriting service can do for them – they just don’t know it yet or you’d be hired, right?).

One way of getting their attention (so you can follow up and help increase the desire for your services that their initial interest will start) is to write story based copy.

That means inventing (or finding) a story that aligns with their circumstances. How do we know if a story aligns? By researching WHO we’re writing too (yes, one person at a time).

If we get that story right (meaning, they read it and make contact with us), then (and only then) can we scale it by testing it on other prospects (one at a time). If we find more people responding, we can finally start to think in terms of an audience of more than one.

Get that right, and you’re all set to go.

PS. Schwartz’ wrote about 5 levels of awareness starting with the most unaware and ending with the most aware. The other 3 levels he called problem aware, solution aware, and product aware. The idea is that first we find the problem people have (aware or not), then we look for solutions (are they aware of any or not), and finally we discover if they have heard of any of those solutions. When all those levels have been ticked for a particular prospect, we no longer have to educate them. We just need a great offer and we’re done.


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