[[CWB]] Mastering Awareness Levels in Your Marketing Funnels (Episode 181)

Discover how to supercharge your funnels by understanding your audience's awareness level!  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ​ By Mike Giannulis Hey ! Last week, we dove into the world of marketing funnels and how to choose the right one for your client. But one of our savvy readers, Sean, asked a brilliant question that I just couldn't ignore. He wanted to know how we could factor in Eugene Schwartz's awareness levels when choosing the right funnel type. Well, Sean, you're in for a treat because today we're going to break this down in a way that'll make even the newest copywriter feel like a pro. First, let's quickly recap who Eugene Schwartz was and why his ideas are still relevant today. Eugene Schwartz: The Godfather of Copywriting Awareness Eugene Schwartz was a legendary copywriter who gave us the concept of five levels of customer awareness. These levels help us understand how much our audience knows about their problem and our solution. It's like a "temperature check" for your audience's knowledge. The Five Levels of Awareness: - Completely Unaware: Your prospect doesn't know they have a problem. - Problem-Aware: They know they have a problem but don't know there's a solution. - Solution-Aware: They know a solution exists but don't know about your product. - Product-Aware: They know about your product but aren't sure if it's right for them. - Most Aware: They know your product and want it. They just need to know the deal. Now, let's see how these awareness levels can help us choose the right funnel! Matching Awareness Levels to Funnel Types - Completely Unaware: Funnel Type: Educational Content Funnel Strategy: Start with blog posts, videos, or podcasts that highlight the problem they don't know they have. Gradually introduce your solution. Example: A funnel educating people about the dangers of sitting all day, eventually leading to an ergonomic chair offer. ​ - Problem-Aware: ​ Funnel Type: Quiz Funnel or Automated Webinar Funnel Strategy: Help them understand their problem better and introduce your solution. Example: A quiz that helps people identify their skin type, leading to a personalized skincare routine and product recommendations. ​ - Solution-Aware: ​ Funnel Type: Comparison Funnel or Video Sales Letter (VSL) Funnel Strategy: Show why your solution is better than alternatives. Example: A VSL comparing different weight loss methods, positioning your fitness program as the best option. ​ - Product-Aware: ​ Funnel Type: Case Study Funnel or Testimonial-heavy Sales Funnel Strategy: Provide proof that your product works and is the right choice. Example: A funnel showcasing before-and-after results of your online course students. ​ - Most Aware: Funnel Type: Simple Sales Funnel or Limited-Time Offer Funnel Strategy: Focus on the offer details and create urgency. Example: A straightforward sales page with a countdown timer for a product launch. The Magic of Multi-Stage Funnels Here's where it gets exciting! You can create a multi-stage funnel that guides prospects through different awareness levels. Start with content for the unaware, then nurture them through each stage until they're ready to buy. For example: - Blog post about a problem (Unaware to Problem-Aware) - Free quiz to diagnose the problem (Problem-Aware to Solution-Aware) - Email sequence showcasing your solution (Solution-Aware to Product-Aware) - Webinar diving deep into your product (Product-Aware to Most Aware) - Limited-time offer page for final conversion (Most Aware) Remember, the key is to match your message to your audience's awareness level. Don't try to sell to someone who doesn't know they have a problem yet. Instead, educate and guide them through each stage. By understanding these awareness levels and incorporating them into your funnel strategy, you'll create more effective, persuasive marketing that resonates with your audience at every stage of their journey. And there you have it, folks! A beginner-friendly guide to using Eugene Schwartz's awareness levels in your marketing funnels. Now go forth and create some awareness-level-busting funnels! Until next time, keep those words flowing and those conversions growing! Mike Giannulis P.S. Want to dive even deeper into copywriting strategies that'll make your funnels irresistible? Check out my full Copywriter Brain course at [(=). It's packed with insights, tactics, and real-world examples to take your copywriting skills from "meh" to "holy moly!" Don't just write copy – write copy that converts like crazy! ​ Thanks for reading! 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