In the previous units, we established that modern buyers move in unpredictable ways and that the best awareness marketing focuses on creating demand for a problem category, not just a product. Let's practice identifying these concepts in real-world scenarios.

Engagement Message

Ready to test your skills?

Type

Sort Into Boxes

Practice Question

Let's start with a quick review. Sort these characteristics into the correct buyer model.

Labels

• First Box Label: Modern Buyer
• Second Box Label: Traditional Buyer

First Box Items

• Non-linear path
• Multiple stakeholders
• Self-educates
• Enters at any stage

Second Box Items

• Linear path
• Single decider
• Guided by sales
• Starts at awareness

Type

Swipe Left or Right

Practice Question

Now, let's practice distinguishing between category and product demand. Swipe each marketing headline to the correct demand type.

Labels

• Left Label: Category Demand
• Right Label: Product Demand

Left Label Items

• "The problem with manual data entry"
• "Are you prepared for the future of work?"
• "How to improve team collaboration"
• "The risks of outdated security protocols"

Right Label Items

• "Our software is 20% faster"
• "See our new user interface"
• "Compare our features to the competition"
• "Get a free trial of our platform"