The 5 Levels of Consciousness of a Customer: The Key to Payment Traffic

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The 5 Levels of Consciousness of a Customer: The Key to Payment Traffic

The other day giving a training I asked the attendees if they took into account the different levels of consciousness of a client when planning their campaigns.

His face and expressions told me everything.

What is the level of consciousness of a client?

That was the first question they asked me.

One of the common mistakes when planning advertising campaigns on social networks is wanting to sell from minute 0.

(And this is not only applicable to advertising, it can be applied to any marketing channel)

Not all people are ready to buy.

We buy because we have a need that we want to solve, but many times we are still not aware that we have a problem 波斯尼亚和黑塞哥维那电话号码表.

So what’s the point of showing ads to people who don’t even know what they need?

The key is to understand the customer’s purchasing process and their different levels of consciousness.

And for this it is essential to define your buyer persona with maximum detail and precision.

This is exactly what you are going to see in this article, so if you want your campaigns to be profitable, pay attention.

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Table of Contents
What is a potential customer’s level of consciousness?
Why is it so important to know the 5 levels of consciousness of a client
The 5 levels of consciousness of a potential client
1. Completely unconscious
2. Aware of the problem
3. Aware of the solution
4. Product aware
5. The most aware
What is a potential customer’s level of consciousness?
Surely you have heard that one of the keys to selling is to send the right message , to the right person and at the right time .

And it makes all the sense in the world.

To do this, the first step is to ask yourself a question.

Does your potential customer really know they have a problem?

This is where the concept of “customer awareness” that Eugene Shwart picks up in his book Breakthrough Advertising comes into play .

The levels of consciousness refer to the degree to which your potential client knows their problems, their pain points, possible solutions, and how your product can solve their problems.
If the customer doesn’t know they have a problem, they won’t buy your product.

You will agree with me that a person can go through different phases until they are ready to buy.

These phases are directly related to the conversion funnel of a company.

Levels of consciousness of a client

For example, when you start looking for information about different gyms it is because you have a problem to solve.

I don’t think you go to the gym for pure pleasure (which can be), the most normal thing is that there is a reason behind it.

Either because you want to lose weight, get fit, feel better about yourself, prepare for tests, etc.

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There is always a reason behind a purchase.

That is why it is so important to adapt marketing to each of the phases 优酷用户.

This process is defined by Shwart as the 5 stages of awareness of a potential client:

1. Completely unconscious : A person who does not know that he has a problem and therefore does not know you or your solution.

2. Aware of the problem: A person who knows he has a problem, but does not know that there are solutions to that problem.

3. Aware of the solution: The person who is aware of the problem knows that there are solutions but has not yet opted for one and also does not know your product.

4. Aware of the product: A person who already knows your product but is not totally sure that it will solve their problems. You have to work on the objections.

5. Fully aware: Finally, the person who knows a lot of information about your product is already on the verge of buying but needs a final push.

Now we will go into detail in each of these stages so that you know what type of marketing you have to do.

But the bottom line is that the more aware a customer is of their problem, the more direct your marketing messages can be.

Why is it so important to know the 5 levels of consciousness of a client
Levels Awareness Client Eugene Shwart

You have to understand one thing.

Not all traffic is equally qualified, or equally prepared to make a purchase.

Some people may be ready to buy, but the vast majority are looking for solutions to their problems.

They may not even know they have it yet.

Therefore, one of the keys when investing in Facebook Ads is to move people from one stage to another.

That is, to transform cold traffic (a stranger), into warm traffic (they already know you) and into hot traffic (they know your solution).

For this reason, speaking to everyone with the same message is a big mistake.

When writing the copy of the Facebook ads we have to know what stage each person is in.

Adapting your marketing to each of the stages is one of the keys to making your campaigns profitable.

Another thing you have to understand is that people do not buy products, we buy solutions .

When I buy a coffee in the morning before going to work, it is not for pure pleasure.

It is so that I do not fall asleep, be alert and with it, be more productive.

So the first question you have to ask yourself is, what problem your product solves .

The 5 levels of consciousness of a potential client
levels of consciousness of a client

Before explaining the different levels, I want you to understand the importance of segmenting correctly.

The segmentation Ads Facebook and Instagram plays an indispensable role to show the right message to each person.

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Do not start creating any type of campaign without first being clear about what kind of people to impact.

Knowing the different stages of consciousness will help you do just this, so pay close attention now.


1. Completely unconscious
One question you have to ask yourself before launching your ads or content strategy is:

Does your client really know they have a problem?

How is a customer going to buy from you who doesn’t even know they have a problem?

At this stage the potential client has absolutely nothing to know :

You don’t know you have a problem.
He does not know you or your products.
And therefore, you do not know or know that there is a solution to your problems.

You may even think that everything in your life or in your business is working properly.

He is totally unconscious and oblivious to everything.

It is the hardest audience to convert, but it is where the money is, because it is a mass market.

Here we would be talking about cold traffic.

The key is knowing how to reach this segment.

If you notice, many ads start with a question focused on the main pain point of your target audience.

Fear is one of the most powerful human emotions, so one option is to highlight the problem that this segment has.

Another way is to use social proof or statistical data that make people see there are many in that situation and think:

“If so many people are in this situation, perhaps you should also seek more information about this”

Another way is to tell stories that are related to the main problem of your target audience.

2. Aware of the problem
At this stage the potential customer already knows that they have a problem, but they do not know that there is a solution .

The head has finally clicked.

You recognize that you have a need , but you still do not know of any product or service that can cover it.

The key to selling to this segment is to let them know that you too have been through that situation and you know how they feel.

For this it is essential to go deeper into the pain points of your ideal client.

Have you ever subscribed to the email of a person who seemed to be talking to you?

Who knows perfectly how you feel?

Empathy plays an essential role.

It is also interesting to make a powerful content strategy with the blog .

Think of the following way.

What is the first thing you do when you have a problem?

Looking for information, right?

And where do you look for it?

Exactly, on Google.

That is why it is so important that you know how to make an editorial calendar for your blog that attacks all the questions that your potential client asks.

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You have to create educational content that attacks these potential problems in order to build trust in your brand.

3. Aware of the solution
At this level of consciousness, the potential client already knows what their problems are, they know that there are solutions, but they do not know your solution.

When a person knows they have a problem they need to fix it.

Therefore, start a research process to find out what is the product that can solve them.

The fact that they are aware that they have an unmet need makes the temperature rise and the potential customer is closer to buying.

They probably already know you, but don’t trust you yet, so the types of content that work well are :

Social proof.
Study cases.
So that you understand it better, I like how they explain it on the Active Campaign blog in this post .

(It is in English, but I recommend you read it yes or yes because you will have everything much clearer).

Imagine a person who is a certain level of overweight and wants to lose 5 kg.

You know that there are many solutions, such as different diets, gym, running, abdominal vibration machines, etc.

The problem is that they have so many solutions that they don’t know which one is the best for them.

Our mission is to help you understand why this problem occurs.

4. Product aware
We already have the potential customer about to take out the credit card and buy from us, but they need a push.

Right now he is in a comparison process and therefore we have to show him that we have the best solution.

In other words.

You have to convince them that your product better meets their needs compared to the rest.

To do this, you will have to highlight the specific characteristics or benefits that differentiate your product from the competition.

The types of content that you can use at this level of consciousness are:

Free content.
Product reviews.
Email marketing
Completing the customer journey is imperative, so you have to continue building trust to educate your audience.

5. The most aware
Finally, the last stage of the level of consciousness of the ideal client is formed by the most conscious .

They are people who already know a lot of information about your product, they are about to buy but they need the last push.

Now, do not intoxicate them with content, because they already know they no longer need more information.

They have already seen your sales page, they have even hit the buy button, but they have not finished the process.

The type of content they need are:

Guarantees to reduce objections.
Success stories
I hope that now that you know the different levels of consciousness of a client you know how to approach each of your marketing actions.

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