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Is Your Audience Actually Listening to you? Meet Them Where They Are with the 5 Levels of Awareness

Nov 06, 2018

What happened?

You’ve done your research. You understand their problems, pain points, wants and needs. You’ve dialed in your messaging and know what you want to say. However something is wrong and you can’t get any clients.

I had a client who had this same problem and after looking over her content we found out that she was talking to people who didn’t even know they had a problem. As such this made actually getting clients very difficult for her.

She was able to meet them where they are but was meeting them on a level that was making the buying process so much more difficult for her. If someone doesn’t think they have a problem then they’re not going to buy a solution to that problem, much less the solution you’re offering!


Meet People Where They Are


This is how you’re going to attract the right people into your program. What do I mean by this? 

Don’t try to bring them to where you are right away. Don’t try to sell to them right from the start.

This is done in a wide variety of ways, like doing your market research and knowing exactly what they’re pain points and problems are. Deploy empathy in your messaging and validate the feelings they’re having. 

Another added layer of meeting them where they are is by knowing how aware they are of your solution. These are the 5 stages of awareness someone goes through during the buying process.


Attracting the Perfect Customer


There are 5 levels of awareness we all go through when we have a problem that needs to be solved. Everyone is at a different level and it's important to speak to the right people. Speaking to the wrong level can make your work so much harder than it would otherwise be. 


First Level - Unaware

This person is unaware that they even have a problem. As such they aren’t looking for a solution to this problem they don’t think they have ,

As you imagine this person is hard to sell to. If you’re trying to sell to an unaware person you first have to sell them on the fact that they have a problem. Then you need to sell them on the solution for the problem, then on YOUR solution to the problem. All the while you need to build trust with them.

There's just a lot of hoops you need to jump through to sell to these people.

I don't recommend you sell to these people. You’re going to have a very long customer sales cycle.


Second Level - Problem Aware

They know they have a problem and what it is.

For example I’m a business coach, I help my clients make more money in their businesses. 

They know the problem is money therefore these clients are problem aware.


Third Level - Solution Aware

Pretty self explanatory.

I’m a business coach and I help my clients make more money with group programs.

They know that they want to make more money through group programs therefore they’re solution aware. They know what they want to do to solve their problem.

Interested in making more money through group programs? Check out the Ultimate Group Coaching Framework, which shows you exactly what you need to do to create and launch your own group program to success.


Fourth Level - Product Aware

This only works if the person has seen your product or service before. In short, you want to have a signature program. 

In my first business I was literally launching a new product every single month and it was exhausting. I was burning myself out. I found out that this was not sustainable and I was never going to be able to reach those people that are product aware. 

Sometimes there are people who couldn’t buy during the first time around, but could now. I had people wanting the thing I was selling 3 months ago but couldn't get it because I was now selling something else. I left a lot of money on the table during that time and I don’t want that to happen to you.


Fifth Level - Most Aware

For these people it might not be the right time. Maybe they’ve been saving up money to buy your product or service

For them it's just a matter of opening the doors for them.


Importance of Knowing Your Customer


We’ve all been in these stages with everything we’ve bought and sold. This is what it comes down to when selling.

  • How many hoops are you asking them to jump through?
  • How many ‘sales’ are you having to go through to reach the end of the customer journey for them to actually be a customer with you?

Think about yourself when you buy something.

Let's say someone is trying to tell you about a solution to a problem you don't think you have. You’re going to think they’re crazy and probably not buy what they’re selling

Notice where you are in the customer journey with different things you’re purchasing. Oftentimes when you’re on the receiving end of sales and it feels icky then it's because you’re being asked to buy too early in the buying cycle and stages of change.


Stages of Change

The stages of awareness only tell you how aware they are of problems and solutions. If someone is problem aware it means they know they have a problem.

But you can amplify it by adding the stages of change and make sure that the person is at the stage of change that’s going to make the most impact when they join you’re program.


People on the path to creating change go through various steps

If someone is at the stage of change where they’re not even ready to implement that change but are aware of that problem then you’re going to end up with people who aren’t going to take action in your program.

What you want to do is help them move to the next stage of change in your marketing.

Don’t have another family event go by feeling like you have to lose that weight. Instead feel confident yourself.

In your marketing make sure to speak to the stage of change where they’re really ready to make it happen.

As much as we may hate it, change is necessary for growth to happen. Yes it’s difficult and yes it's uncomfortable but change naturally happens when we grow so instead of fighting it we should embrace it. This is why group formats work so well.

As coaches, doing 1-on1 sessions is normal. Someone pays us for an hour of our time and we help them out. This works well when we’re starting out but eventually you’re going to be spending an enormous amount of time coaching each and every client you have individually.


Adding a group program can help you leverage your time so you don’t burn yourself out doing all these 1-on-1 sessions. Group programs require a bit more planning when you create them, which is why I created the FREE resource the Ultimate Group Coaching Framework to show you how to create and launch your very own group program, start to finish.


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