The genius here is that most advertising fails because it treats "Unaware" prospects like "Most Aware" prospects, trying to close a sale before the reader even understands why they need it. 2. The Five Stages of Sophistication
, you are the first in the market and can simply state the benefit ("Loses weight!"). Fifth Stage eugene m. schwartz breakthrough advertising
Schwartz argued that a marketer’s job changes depending on how much the prospect knows. He broke this down into five distinct stages: The prospect doesn't realize they have a problem. Problem Aware: The genius here is that most advertising fails
They know they have a problem but don’t know a solution exists. Solution Aware: They know solutions exist, but don’t know about Product Aware: They know your product but aren’t convinced yet. Most Aware: They are ready to buy; they just need a reason to act now. Fifth Stage Schwartz argued that a marketer’s job
—the collective hunger of a population for things like status, security, or health. The advertiser's role is to tap into these pre-existing currents and provide the product as the "channel" through which that desire is satisfied. Conclusion Breakthrough Advertising
This concept deals with how many similar products the prospect has already seen. First Stage