Superhuman

knowing how aware your prospect is will change the conversation. And, it will especially change those first key moments of the conversation, which in advertising we call the headline and the lead.

awareness, consideration, evaluation, and purchase.

The customer has a problem. The customer is aware of the problem. The customer has been actively looking for a solution. The customer has “cobbled” together a solution due to the painfulness of the problem. The customer has the funds or can acquire them to solve the problem.

They enter at Step 3 (aware of the proposition, which is “how this service could solve your problem”) and their immediate need is to reach Step 4 (convinced of the benefits to them).

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.