Superhuman

There are five levels: 1) “Unaware” prospects don’t realize they even have a problem. 2) “Problem Aware” prospects know they have a problem, but don’t fully understand it. 3) “Solution Aware” prospects understand their problem and are aware of solutions similar to yours, but they’ve never heard of your particular product. 4) “Product Aware” prospec

the AIDA concept. It represents the steps in a purchasing decision: Attention, Interest, Desire, and Action. The attention of the customer must be attracted, interest must be raised, desire must be established, and finally, the act of purchasing must be completed.

You have to figure out where your prospect is along the product-awareness continuum: problem aware, solution aware, or product aware. Where they are determines the temperature of the traffic.

As you learn more you can begin to categorize your customers as having: A latent need (the customers have a problem or they have a problem and understand they have a problem) An active need (the customers recognize a problem—they are in pain—and are actively searching for a solution, but they haven't done any serious work to solve the problem) A vi

Problem-Aware: At some point, something happens to make people become aware of their problem or need. For example, someone might have trouble fitting into their clothes from last season and realize they’d gained weight. We call that acute moment of awareness the first thought. That’s when they start passively looking. They notice weight-loss-relate