Angle & messaging
Customer awareness stages
Also called awareness levels, stages of awareness.
The five awareness stages, unaware, problem-aware, solution-aware, product-aware, and most-aware, describe how ready a visitor is to buy. The stage your ad targets decides which page type and angle the landing page needs.
What are the five awareness stages?
Unaware does not know they have the problem. Problem-aware feels the pain but not the solution. Solution-aware knows solutions exist, not yours. Product-aware knows your product but is not convinced. Most-aware is ready to buy on the right offer.
Why do awareness stages decide the page type?
Colder stages need more page: an advertorial or presell to frame the problem first. Warmer stages need less: a mini sales page or direct sales PDP that leads with the offer. Match the page length to the stage, not your preference.
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