(No more ‘one size fits all’ marketing.)

Match your message to the right customer awareness stage.

• Not aware
• Problem aware
• Solution aware
• Product aware
• Most aware

The goal is to help you make sales by speaking to the right prospect at the right time.

This free small business tool identifies which stage your message likely fits. Letting you know if it connects to the aydience you want.

Or if you need to rewrite it.

The Wanderer (Not Aware)

Who they are: These folks aren’t looking for a solution. Because they don’t know they have a problem. Or that your business exists. They haven’t made the connection between their “symptoms” to a solution.

They might be thinking:

My energy bills seem high, but that’s just how it is, right?

My website doesn’t get many visitors, but I’m not sure if that’s normal or not.

My back always aches after yard work. Just part of getting older, I guess.

How understanding this customer helps you: Your goal isn’t to sell. It’s to help them see their problems or needs. When you connect to an unaware avatar you’re doing a good job of pointing out the unknown.

How to connect your message

• asking intriguing questions
• show surprising facts, or
• point out hidden costs that relate to their concern

The Frustrated Searcher (Problem Aware)

Who they are: They’re in pain. Annoyed. Frustrated. They know something’s not right, but not sure of a solution. They’re looking for understanding and guidance.

They might be thinking:

There has to be a way to lower my energy bills. But what actually works?!

Why isn’t my website getting traffic? I know it’s a problem – my bank account reminds me. But what’s the solution…ads? SEO? Social media?

My back pain is preventing me from having fun. What can I do to get relief? Even a little relief would be a BIG help.

How understanding this avatar helps you: Your message should show empathy. Help them see the scope and cause of their problem.

How to connect your message:

• Relate with what they’re experiencing
• Educate them
• Make them feel and believe change is possible

The Solution Shopper (Solution Aware)

Who they are: They know businesses like yours can solve their problem. They’re actively looking. Comparing types of solutions and approaches. But still may not know YOUR business/brand/offer is an option.

They might be thinking:

I could get solar panels. That might help lower my energy bills. Or maybe new insulation? I’ll have to find what the pros and cons of each are.

Do I hire a local SEO person? Create an ad on Google myself? Put more time in social media posts…will those work for my industry?

Is my back pain permanent? Will a massage or chiropractor help? Maybe I can just buy something at the store?

How understanding the Solution Shopper avatar helps you: Your message needs to be specific. Tell them what your solution is. These prospects have a few options in mind – maybe a few open tabs on their laptop.

How to connect your message:

• Introduce your solution
• What makes it effective? Why does it work?
• Start to separate your solution from others

The Product Investigator (Product Aware)

Who they are: Yeah! These people know about your business. And they know about your competitors. So, they’re making comparisons. Checking out details, proof, reviews and reasons to buy from your OR someone else.

They might be thinkging:

This ‘SolarSmart’ company looks good. But how are they different from ‘SunSmart’? What are the warranties and install teams like?

Well, ‘LeadSeeds SEO’ does local SEO. But ‘SMB Web Design’ has good case studies. Which is better for my business needs?

This ‘Ergo Handle Shovel’ online looks promising. But is it more durable than the ‘BackSaver Shovel’ I saw at the hardware store? What do the reviews say?

How understanding the Product Investigator helps you: They’re interested in what you have. They might literally have your product in hand or your product page. You have their attention – here’s how to keep it.

How to connect your message:

• Talk about your USP (unique selling position/property)
• Use reviews, demonstrations, case studies, and data to show proof
• Address how you stack up against competitors and how your solution is the right fit for their problem

The Ready Buyer (Most Aware)

Who they are: They know your service/product. May even be past customers. If not already sold, they need a little push. One final incentive that makes them say ‘yes’.

They might be thinking:

I’m going with ‘SolarSmart’. The consultation was super helpful. Plus, they showed me other ways to lower my bill – without extra cost.

I like the strategy from ‘SMB Web Design’. The price is good, too. I’ll go with them.

The ‘BackSaver Shovel’ had really good reviews. I related to many users. Since it’s at the local store, I can get it now.

How understanding the Ready Buyer helps you: All your hard work is done. The research, educating, comparing….Momentum is in your favor. They just need a cherry on top.

How to connect your message:

• Create REAL urgency (limited quantity/time)
• Have a clear, visible call to action
• Repeat your guarantee (if you have one)
• Remind them of the main benefit they’ll get from buying your product/service
• Reduce and remove residual risk

Now, your marketing speaks to a specific prospect. No more ‘one size fits all’ approach.

Curious.

Copy and paste one of the “they might be thinking” quotes above into the box below.

See if it matches the customer awareness stage.

Or try your own message with this box.