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Awareness Level

By Dan Kurtz 1 min read

Awareness level is Eugene Schwartz’s framework for the five states a prospect can be in: unaware, problem-aware, solution-aware, product-aware, most-aware. Different awareness levels require different messaging.

Ads and landing pages that talk to the wrong awareness level fail predictably. A “most-aware” ad (features, price, sign-up) shown to an “unaware” audience gets ignored because the audience has no reason to care yet.

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