Awareness Ladder worked example: weight loss

In the massive weight loss market, the vast majority of prospects will be at Step 2 on the Awareness Ladder: they are aware of a problem (Step 1) and that solutions exist (i.e. Step 2). But very few are likely to know about your specific solution (Step 3).

When you have a mainly Step 2 market, you need to differentiate your offering from everything else …