The ideas described above don’t close a list of possible uses of Schwartz’s framework. Feel free to apply it wherever you want to capture your prospects’ attention.
Either you can use one type of digital marketing to target one awareness stage (e.g. SEO copywriting for Problem Aware Prospects, email marketing for Product Aware Prospects, and so on), or you can juggle with them through different channels.
Eugene Schwartz’s 5 levels of awareness aren’t just another marketing theory – they’re hints of how people behave. If you analyze your prospects’ needs, desires, and – most importantly – problems, considering their awareness level will help you address them more effectively. In ”Breakthrough Advertising » Schwartz wrote:
Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already existing desires on a particular product.
When receiving content adjusted to a specific awareness level, your prospects won’t feel attacked by insensitive hard sell tactics.
Get to know your future customer and let them know you through caring education, honest empathy, shared experience, and competing stories. The purchase comes right after.
