Business
Ep 003 - 5 Levels of Awareness _ Here’s a fun fact – no wheels exist in nature. Unlike many of mankind’s inventions which were inspired by nature, think how birds inspired airplanes, whales inspired submarines – the wheel as we know it is 100% an invention of mankind. The wheel was invented around 4500 BC and even then only used in pottery in Mesopotamia until the Sumerians began using them in wheeled wagons as depicted in pictures found on their clay tablets in modern day Iraq. Leave it to mankind to create one of the most important inventions ever and still not use it to its full potential… In fact, here are some inventions that came before the wheel: boats, maps, beer, musical instruments. That’s right, we were making tunes and navigating waters before figuring out the wheel... What changed the game was a solution for the wheel – the axel. So the axel was the solution we needed to have a working wheel... Solutions can bring about great outcomes but before we can get to a solution, there has to be something that sets the discovery of a solution in motion... This is the awareness that a problem exists. Awareness plays a key role in marketing because we create big ideas and tell stories that create this awareness. In fact, one of the marketing world’s greatest copywriters, and one of my favorites, Eugene Schwartz developed a framework that measures the 5 levels of awareness that your target customer always falls into. There are only 5. The reason it’s important to distinguish is because it ranks someone from not being aware that a problem exists all the way to know about your product as their solution. So creating your messaging around someone who is ready to buy and putting it in front of those who aren’t even aware of a problem would be a waste of time and money. It would be as if I’m advertising a new ceramic burr coffee grinder to you, when you’re actually a tea drinker and have no clue what a ceramic burr coffee grinder does exactly. So let’s get to the 5 levels of awareness and how we can use it in our marketing to get sales. But before we do, let’s accept one big idea about business. We buy solutions, not products... _ This podcast is produced and sponsored by SparkPPC | Ecommerce Marketing Consulting. --- Send in a voice message: https://anchor.fm/ecommerce-marketer/message