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Understanding the Stages of Awareness: How to Turn Prospects into Clients

Find yourself constantly on the hamster wheel of creating social media, writing blog posts, and putting out videos...but all you get from your audience is a "thumbs up" or "thanks for the tip!"?

When you just put out educational content/ "tips", all you'll ever get is probably "thanks for the info, I'll keep trying these tips on my own". And this means no sales!

​If you're struggling to convert your prospects into paying clients, then you might want to check if your content is moving them up their levels of awareness.

The concept of different "stages of awareness" was first popularized by Eugene Schwartz in his book "Breakthrough Advertising" in 1966.

Understanding your prospect’s awareness stage can be a game-changer for your marketing and sales efforts. This framework, first introduced by Eugene Schwartz in his book Breakthrough Advertising, outlines five stages of awareness, ranging from unaware to most aware.

In this blog post, I’ll explore each stage and provide tips on how to move your prospects towards the ready-to-buy stage.

Completely Unaware

At this stage, a person doesn’t know they have a problem, and it’s usually not worth marketing to them. If someone doesn’t realize they have a problem, it’s challenging to convince them to buy a solution.


At this stage, the person knows they have a problem, but doesn’t know there are solutions to that problem. If your prospect is problem-aware, show that you understand them and let them know these symptoms are not normal but things can be changed. Educate them on the root causes and why what they've tried hasn't worked.

Then, show that there are solutions to that pain, and introduce your product as one possible solution. Gradually guide them through each stage towards purchase.

Solution Aware:

At this stage, a person knows there are solutions, but hasn’t chosen one and doesn’t know about your product.

Highlight the benefits of your product, and show why it’s different and why it works.

Product Aware

At this stage, the person knows about your product, but isn’t totally sure it solves their problem. Your job now is to show why your product is the best answer for them.

Highlight your unique value proposition and provide social proof.


These are your hottest leads.

At this stage, the person knows a lot about your product and is ready to purchase. They are on the cusp of buying, but need to know the specifics. They may also have some doubts, concerns or objections.

This is your chance to make them an offer they can’t refuse.

Bottom Line

Understanding your prospect’s stage of awareness is crucial for moving them towards purchasing.

By meeting them where they are and gradually guiding them through each stage, you can increase your chances of making a sale.

Remember, it’s not just about what you say, but also about when and how you say it. Use the awareness stage framework to communicate the right message at the right time.

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