Last time we discovered that buyers don't follow linear paths. Now let's dive into the awareness stage - but not the way most marketers think about it.
Most people think awareness means "getting your brand known." That's completely wrong and incredibly limiting.
Engagement Message
What do you think awareness should actually focus on instead?
True awareness stage marketing isn't about promoting your product. It's about creating demand for the entire problem category you solve.
Instead of "Buy our CRM," think "You need customer relationship management." You're expanding the market, not just competing for existing demand.
Engagement Message
Can you think of a company that created demand for a whole new category?
Here's why this matters: when you create category demand, you become the default expert. People discover the problem through you, so they naturally consider you first.
When you only do product awareness, you're fighting for scraps of existing demand with every competitor.
Engagement Message
Which approach—category demand or product awareness—seems more strategic to you, and why?
Category creation works because most buyers don't know they have a problem until someone educates them. They're living with inefficiencies, thinking "that's just how business works."
Your awareness content should make them think: "Wait, there's a better way to do this?"
Engagement Message
What problem does your industry solve that people don't realize they have?
The psychology here is powerful: when you help someone discover a problem, you become their trusted advisor for solving it. This creates what marketers call "solution affinity."
They don't just remember your content - they remember that you opened their eyes to something important.
Engagement Message
How is this different from traditional advertising?
