The Five Awareness Levels: How to Meet Your Customers Where They Are
- Jacob Acker
- Mar 6
- 3 min read
One of the biggest mistakes I've seen business owners make in marketing is assuming everyone is ready to buy right now.
But the truth is, not all potential customers are at the same stage of their journey - some don't even know they have a problem yet, while others are just one step away from making a purchase.
Understanding the five levels of awareness can completely transform how you market your business. Instead of throwing out the same messages to everyone, you can speak directly to people based on where they are in the buying process.
Here's how it works:
The 5 Levels of Customer Awareness
1) Completely Unaware (They Don't Even Know There's a Problem)
At the first stage of the 5 Levels of Customer Awareness, your potential customers aren’t actively seeking a solution—simply because they haven’t recognized a problem yet. Direct selling won’t work here, as they aren’t in the market for any solutions... yet.
How to Market to Them:
Focus on education and storytelling to grab attention
Use social media, blogs, or videos to introduce problems they might not be thinking about
Example - If you run a pressure washing business, instead of saying, "Hire us for power washing," create content around "How built-up grime is damaging your home's exterior."
2) Problem-Aware (They Know Something's Wrong, But Not the Solution)
Now, they recognize a problem but don't know what to do about it. Maybe they're frustrated with their website's low traffic, unhappy with their home's peeling paint, or struggling to keep customers coming back - but they're not sure what the fix is yet.
How to Market to Them:
Show them you understand their pain points
Position yourself as a guide who can help them find a solution
Example - A gym might post, "Feeling sluggish and out of shape? Here's why most people struggle to stay consistent with workouts."
3) Solution-Aware (They Know Solutions Exist, But Not Yours Specifically)
At this point, they've started researching. They know there are ways to solve their problem, but they haven't settled on a product, service, or company yet.
How to Market to Them:
Compare different solutions and show why yours stands out
Offer lead magnets (like free guides or webinars) to build trust
Example - A digital marketing agency could post, "SEO vs. Paid Ads: Which One is Right for Your Business?" to help them navigate their options.
4) Product-Aware (They Know About You, But Aren't Convinced Yet)
Now, they've heard of your business, but they're not quite ready to buy. They might be comparing you to competitors, waiting for a deal, or needing a little more trust before they pull the trigger.
How to Market to Them:
Use testimonials, case studies, and real-world proof to build confidence
Offer guarantees or incentives to remove hesitation
Example - A home painter might share, "See How We Transformed This Grand Rapids Home in Just 3 Days (Before & After Photos Inside)."
5) Most Aware (They're Ready to Buy - They Just Need a Nudge)
These are your hottest leads. They already know they need what you offer, and they're considering you. Now, it's all about making it easy for them to take the final step.
How to Market to Them:
Use direct, compelling call to actions
Provide easy ways to book, buy, or schedule with minimal friction
Example - A landscaping company could run an ad that says, "Spring is almost here! Get your yard looking perfect - book your spot today before we fill up."
Why This Matters for Your Business
If your marketing isn't working, chances are you're speaking to the wrong awareness level. Someone who doesn't even realize they have a problem yet won't respond to a direct sales pitch, while someone ready to buy doesn't need a long educational blog - they just need a link to book with you.
The key? Meet people where they are. Build content and marketing strategies that speak to each level, and you'll start converting more leads into customers.
Want to start applying this to your business? Click the button below!
