Why Most Marketing Misses the Mark

Let's ditch the marketing jargon for a second. Forget "customer journeys" and "funnels" for a moment. Instead, let's talk about something far more fundamental: awareness.

The reality is: you can have the most innovative product, the most compelling brand story, and a marketing budget to intimidate your competitors, but none of it matters if your target audience doesn't even know they have a problem, let alone that you are the solution.

So first, you need to understand the awareness levels of the market. Let's break it down into 5 core levels as categorised by advertising legend Eugene Schwartz:

1. Unaware: The sound of blissful ignorance. They don't know they have a problem. Life is good (or at least, they think it is). Example: Someone happily using snail mail, oblivious to the existence of email. Extreme example but you get the idea.

2. Problem-Aware: The "itch they can't scratch" stage. They know something's not quite right, but lack clarity on the solution. Example: Someone frustrated by slow internet speeds, but not sure what their options are.

3. Solution-Aware: The research rabbit hole. They understand the potential solutions, but haven't committed to a specific approach. Example: Someone researching project management software, but overwhelmed by the choices.

4. Product-Aware: They know your product exists, but… why should they care? Example: Someone who's heard of business messaging app Slack, but doesn't see the need to switch from email.

5. Aware: Bingo. They want what you're selling. The challenge? Overcoming potential barriers like price, competition, or even just plain old procrastination. Example: Someone ready to buy a Tesla, but hesitant about the price tag.

Now, here's where things get interesting (and where most marketers go wrong).

Many brands (especially in crowded markets) assume their audience is already at level 4 or 5. They launch into product-focused messaging, feature dumps, and aggressive sales pitches, completely missing the mark with a significant chunk of their potential customers.

The key takeaway? Your marketing strategy must meet your audience where they are at their level of awareness.

This means:

For the Unaware: Focus on education and problem identification. Use compelling storytelling to highlight pain points they may not even realize they have.

For the Problem-Aware: Position yourself as the guide. Offer valuable content that provides clarity, builds trust, and establishes your expertise.

For the Solution-Aware: Differentiate! Emphasise your unique value proposition, address objections head-on, and provide compelling social proof.

For the Product-Aware: Focus on conversion. Make the path to purchase seamless, offer incentives, and leverage retargeting to stay top-of-mind.

For the Aware: Remove friction. Simplify the buying process, offer exceptional customer service, and nurture brand loyalty.

Market awareness isn't static. Customers move through these levels at different paces. By understanding their journey and tailoring your messaging accordingly, you can transform passive observers into passionate customers and even advocates for your brand.