Awareness Ladder: steps 0, 1, 2, examples

The Awareness Ladder is an incredibly useful tool, which can help you save time in planning and in creating your messages to appeal to the right target audience, meet them where they are on the path, and lead them on in their journey.

Step 0: Not aware of the problem or opportunity

SEO (for search engines or YouTube) doesn’t apply here, because nobody is typing in the problem they have. That means you have to put your message in front of the prospect.

Traditionally, that meant broadcast media, such as print, TV, radio, or billboard advertising. Today we have additional media channels including online video and online audio (YouTube, Bitchute, podcasts).

Step 0 can represent anything from a very small to a large proportion of your total market.

• “An unpopular truth!”

• “The simple 5-minute blood test that could reveal if you are at risk from _____”

• “Do you make these mistakes?”

• “Is _____ holding you back?”

• “Are you missing out on _____ because _____?”

• “Are you stuck repeating these patterns?”

• “Stop putting up with _____”

• “Why the mainstream advice on _____ could hurt you”

• “The secret that (someone) doesn’t want you to know about _____”

• “What your doctor doesn’t know about _____”

• “The hidden dangers of _____”

• “Are you still using _____?”

• “Are you at risk of _____?”

Step 1: Aware of the problem, but not solutions

Here we find language patterns that identify the step, e.g.

• “How can I make money / lose belly fat / reverse T2D?”

Sample message forms may include…

• “You don’t have to live with _____”

• “You CAN beat / reverse / overcome _____”

• “Say goodbye to _____ and hello to _____”

• “Why _____ is not a death sentence”

Step 2: Aware that solutions exist, but have not chosen one

Language patterns:

• “The best way to _____”

• “How can I _____ without _____?”

Sample message forms may include…

• “The best way to _____” (i.e. directly answer a common question)

  • …safest…

  • …quickest…

  • …easiest…

  • …guaranteed…

  • …foolproof…

• …optionally add specific segment

  • “for women / after retirement" etc.

• …optionally add a “without (usual expected downside)”

  • cost

  • time

  • risk

  • barrier or constraint

• “Why the _____ could be hurting you”

• “Why _____ may not work for you / (certain group)”

• “Why _____ fails”