In a world where advertising and marketing are crucial for the success of a freelancer, addressing the customer plays a central role. You need to understand the different awareness stages of your potential customers understand and address them accordingly. In this guide, I will discuss the concept of Customer Awareness and show you how you can optimize your approach to attract customers in the long term.
Key Insights
- There are different stages of customer awareness: Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware.
- The approach should be oriented around the customer's level of awareness to communicate effectively.
- Indirect addressing is important for customers in the Unaware phase, while direct addressing applies to the Most Aware customers.
Step-by-Step Guide
Understanding Customer Awareness
First, you need to realize that potential customers are at different levels of awareness. The largest group is the “Unaware” group. Here you can exert the greatest influence by addressing people who have problems but do not recognize their solutions.
An example of this are runners who complain about pain but do not know that it is a runner's knee. They are not aware that there are solutions to their problem and could be made aware of your services through clarifying information.
From Problem Aware to Solution Aware
The next stage is “Problem Aware.” Here, customers are already aware of what their problem is. They may have received a diagnosis but are looking for additional solutions. This group is already more susceptible to specific addressing.
If you offer specialized services, you should be able to show these customers possible next steps, such as physiotherapy or training plans.
Presenting Solutions with Solution Aware
Now that you are speaking with a “Solution Aware” customer, you have an excellent opportunity to present them with various approaches that lead to their solution.
Inform these customers about your services and show them how they can benefit from your expertise. It is important to present them with concrete options so they feel more confident when making a decision.
The Path to Product Aware
When customers leave the “Solution Aware” phase and begin comparing your services with other providers, they become “Product Aware.” Here, the key is to differentiate your business from others.
Established customer relationships or testimonials can be helpful. Show what makes your service special and why customers should choose you.
Addressing Most Aware Customers
Finally, we arrive at “Most Aware.” These customers already have a trust relationship with you and are often ready to take concrete action.
Here, you can present special offers or discounts, ensure that you address their needs, and speak to them directly. This could be in the form of advertising that highlights your offers or exclusive content that is of interest to them.
Summary – Customer Awareness: The Optimal Approach for Freelancers
The way you address your customers significantly depends on their level of awareness. By understanding the different stages – from Unaware to Problem Aware, Solution Aware, Product Aware, and Most Aware – you can create targeted content that directly addresses the needs of your target audience. A precise approach can ultimately lead to more potential customers becoming aware of and utilizing your services.
