Marketing isn’t magic—it’s momentum. It’s the process of getting known and then nudging buyers forward. Whether you’re a solo consultant or running a full-scale agency, your growth depends on how effectively you move people from “never heard of you” to “where do I sign?”
I teach a simple ladder to visualize this journey:
Unaware → Problem Aware → Solution Aware → Product Aware → Most Aware
Each stage represents a different mindset. The goal isn’t to leap from Unaware to Most Aware overnight—it’s to move people one step up the ladder.
In this article, we’ll explore what to publish at each stage, how to identify your easiest wins, and how to create a 30-day content plan that compounds your marketing success.
Understanding the Ladder of Awareness
The Five Stages of Awareness come from Eugene Schwartz’s legendary framework in Breakthrough Advertising. It’s still one of the most powerful tools for content strategy today—because it’s based on human psychology.
Let’s break it down:
-
Unaware: People don’t know they have a problem.
-
Problem Aware: They feel a pain but don’t know how to solve it.
-
Solution Aware: They know solutions exist but aren’t sure which to choose.
-
Product Aware: They know you exist but haven’t committed.
-
Most Aware: They’ve bought, love you, and could refer others.
Your job? Don’t shout louder—speak more clearly to where they are.
What to Publish at Each Stage
1. Unaware: Educational Content About the Landscape
This stage is about sparking curiosity without selling anything. Your goal is to help people see the bigger picture and connect it to their own experience.
Examples:
-
“The Hidden Costs of Vacancy in Commercial Real Estate”
-
“Why SEO Is the New Referral Network”
-
“The Silent Shift in Buyer Behavior Post-2025”
Formats that work: blog articles, infographics, industry reports, or short educational videos.
Your mission: teach, don’t pitch.
2. Problem Aware: Checklists, Watch-Outs, and Calculators
Once your audience realizes something’s wrong, help them diagnose it. At this stage, people are searching for clarity—they want frameworks and checklists, not pressure.
Examples:
-
“Selling an Inherited Single-Tenant Property: 7 Pitfalls”
-
“5 Red Flags That Signal It’s Time to Redesign Your Website”
-
“Marketing ROI Calculator: Are You Leaving Money on the Table?”
The goal here is to position yourself as the trusted guide who understands their problem better than they do.
3. Solution Aware: Compare Approaches
At this stage, your buyer knows solutions exist but isn’t sure which path to take. They’re weighing options like DIY vs. pro or big firm vs. boutique agency.
Examples:
-
“Boutique vs. Big: Who Wins What and Why”
-
“Hiring an Agency vs. In-House Marketing Team: The Real ROI”
-
“Managed SEO vs. Paid Search: What Works in 2025?”
This is where you show your thinking process. Help prospects make sense of the trade-offs—and they’ll see your brand as a trusted advisor.
4. Product Aware: Proof That Builds Trust
Now they know you exist—but haven’t yet chosen you. This is where proof wins. You’re not convincing anymore; you’re reassuring.
Use social proof, case studies, and client success stories to show that you’ve solved similar problems.
Examples:
-
“How We Filled a Lifestyle Center in 6 Months”
-
“Client Story: 200% ROI on Paid Search in 90 Days”
-
“Video Testimonial: How Our Strategy Helped Scale a SaaS Startup”
Include named logos and quantifiable outcomes. Transparency builds credibility.
5. Most Aware: Reactivation and Referral Programs
This is your warmest audience—past clients and advocates. Yet many businesses ignore them.
At this stage, focus on re-engagement, appreciation, and referral incentives.
Examples:
-
“We Miss Working With You” reactivation email
-
A referral campaign with personalized thank-you gifts
-
Client-exclusive newsletter with early access to offers
Loyalty compounds. Keep your flywheel spinning.
Your Easiest Wins Live One Rung Up
Here’s the key insight: Your biggest opportunity is always one stage above your current strength.
If referrals feed your business (Most Aware), your next win isn’t more referrals—it’s converting those Product-Aware prospects who already know you exist but haven’t said yes yet.
What converts them?
-
A sharper Ideal Customer Profile (ICP) page
-
A 2-minute case study video
-
A “How We Work” explainer page that reduces perceived risk
Don’t try to jump from Unaware to Most Aware. Move one rung. That’s where the compounding starts.
Build a Stage-Based 30-Day Content Plan
Consistency beats intensity. In just 30 days, you can create a mini content system that addresses every awareness level.
Week 1 – Problem Aware:
Publish a checklist or guide.
Example: “Selling an Inherited Single-Tenant Property: 7 Pitfalls”
Week 2 – Solution Aware:
Create a comparison piece.
Example: “Boutique vs. Big: Who Wins What and Why”
Week 3 – Product Aware:
Feature a case study.
Example: “How We Filled a Lifestyle Center in X Months”
Week 4 – Most Aware:
Send a reactivation email with a creative twist—like a “lumpy mail” teaser or limited-time bonus for past clients.
This stage-based rhythm ensures you’re always meeting prospects where they are, not where you wish they were.
The Takeaway: Diagnose, Then Build for the Next Rung
Marketing success compounds when your message and audience are aligned. Stop guessing which content to publish—start diagnosing.
-
Where is your current strength?
-
Which stage has the biggest drop-off?
-
What single asset could bridge that gap?
Once you identify it, build content for the next rung—just one step higher. Over time, each layer strengthens the one above it.
Need help mapping your stages or crafting content that converts?
About The Author
