imagine this you're out shopping at your local mall and you come across a Tesla dealership you decide you want to poke your head inside and check out some of the vehicles so you walk inside and everything looks pretty normal then a salesperson starts walking towards you which you would expect except for the first thing the salesperson says is how are you doing today have you ever heard about cars they have four wheels and they get you from point A to point B that'd be kind of a weird experience yet most of you creating content are
doing the exact same thing for your prospects you're creating content without understanding the level of awareness that your prospect is in and this is why most people creating content online are unable to make money from their content let's reverse it and let me show you another extreme let's say you're sitting there talking to your significant other and you tell them hey honey my car has been acting a little weird lately all of a sudden someone rings on your doorbell and it's that same test of salesperson and they say hi good afternoon I have model 3
in your driveway and I'm ready for you to sign that would also be somewhat weird all you said was that your car was acting a little weird and now all of a sudden someone's making you an offer and they have a car in your driveway so this is exactly what most people are doing because they're not understanding that every single Prospect goes through five significant stages before they're ready to buy your product or service and I didn't come up with this this was created by some called The Godfather of copyrighting his name is Eugene Schwarz
and the five stages are as follows unaware which is when someone is unaware they even have a problem in the first place problem aware is when they realize that they have a problem solution aware is when they realize that there are solutions out there for this problem product aware is when they realize that there is a product they can buy to help them with that solution and then most aware is when they're trying to essentially decide between different types of products or Services what most people don't seem to understand however is that the majority of
people in any Marketplace let's say 98% are in this unaware problem aware or solution aware phases so that means that only 2% are in the product aware or most aware phases yet most people running ads creating contents they're saying buy my stuff I'm the best I'll get you guaranteed results blah blah blah and the reason why all of that's falling on Def years is because these people are either unaware problem aware or solution aware they're not even ready to be presented in offer yet and so we kind of want to make sure that we're creating
our content guiding these people through these five stages so if you do your content correctly it should very naturally and organically take people from unaware to problem aware to solution aware to product aware to most to wear and let me show you an example I'm going to give you two specific examples here so the first one's going to be a simple one that everyone can understand and the second one's going to be a little bit more business focus so uh in this top stage here we have Tom and Tom feels tired okay so Tom is
is a tired guy and he's feeling a little bit tired but he's not aware that's even of a problem in the first place maybe Tom just assumes that everybody feels as tired and being tired as part of an everyday life however Tom is online consuming content maybe watching Instagram reals YouTube reading articles and all of a sudden he kind of comes across an article and he realiz like whoa uh this tired thing it doesn't happen to everybody and actually most of the time when people are tired it's because they have poor Sleep Quality well now
Tom is in problem aware he is aware that he has poor Sleep Quality so Tom's like wow that's um that's pretty interesting I didn't know that so then he Googles how do I get better sleep quality and he figures out this watches a YouTube video where someone explains to them hey if you have a really solid bedtime routine you can typically have uh better sleep quality and so Tom says well great I need to find a better nighttime routine and it's right here and there that in that same article or YouTube video that he's learning
about the bedtime routine it's actually by a a uh software called let's say sleep tight and sleep tight is a software that helps you have a better nighttime routine they track the stuff for you they tell you what your nighttime routine should be it's AI whatever the fancy stuff is today and so he's reading this article about why he needs to have a bedtime routine and then at the bottom of the article it says if you want uh to have a good bedtime routine then maybe you should try sleep tight and Tom goes wow that
sounds like a pretty good option out there and so he learns of sleep tight but nobody really buys right after they hear of a a product for the first time so he is product Weare but then he goes on Google and he types in sleep tights competitors and he hears hears of restful okay so now he knows of sleep tight and restful so now he's product aware he is aware that there are products out there that can help him with the solution so then what does Tom do well then Tom goes online and he starts
searching for discounts for sleep tight or he starts looking for case studies or reviews or testimonials there anybody like him that's gone through the exact same thing and now Tom would be most aware right and so only in these last two stages here would it be really valid or worth your time energy and effort to make an offer to somebody that would only here would it makes sense for sleep tight to come up to Tom and say hey Tom you want a better be bedtime routine then you should get sleep tight if Tom just felt
tired and then sleep tight ran an ad to him and said you should have a better uh sleep time routine here is sleep tights uh then you're probably not going to they're probably not going to make many sales we're going to make a very low percentage of sales but if sleep type instead took somebody through this entire process from A to Z they're going to have a much better chance of converting that person especially when you take into account that the more exposure somebody has to a specific content or brand the more likely they trust
them the more likely they trust them the more likely they're going to buy so if you're taking somebody all the way from the top to the bottom in these awareness stages then you're going to be able to build a lot of exposure with that person and a lot of trust and so when it comes time for them to buy when they're ready when they product aware uh then or they're most aware they're going to buy your product or service let's take it home with one more example here uh and this is going to be a
little more of a business example so let's keep on using Tom so Tom here he creates content online so Tom's a content creator okay Tom learns that not all content equals sales so he's been creating content for a while sometimes he makes sales and sometimes he doesn't but he feels like the most content that he's creating it doesn't make any sales he's kind of spinning his wheels on here so then Tom learns about the levels of buyer awareness talk about inception right so this is an exact example of what you're Tom right here okay so
Tom learns about the levels of iron oh okay maybe I'm creating contents that is not appealing to somebody at the right stage maybe all my content is uh focused on product Weare most Weare and I need me creating more content or problem aware or solution aware right and so then Tom starts doing his research online and he maybe watches this video and then he says oh well uh scaling with systems this guy just taught me about the levels of Bio awareness let me go watch uh his video down below what would be like what else
does he offer and then he learns that actually have scaling systems we write your content for you we write your ads for you we write your video sales letter we set up the marketing campaigns we do everything and so Tom says wow that sounds really good that's that's the kind of the solution I was looking for here instead of me spinning all my wheels why don't I just pay somebody else to help do it for me but then Tom is a smart guy and so he's not just going to jump right away and buy immediately
so then Tom Googles online and he's able to find XYZ competitor the this the scum that's the competitor to scaling with systems I'm just joking I'm scaling with system so they're obviously not a scum and Tom's kind of trying to decide between both of them but then Tom goes on scaling with system YouTube and watches there's over a dozen in-depth uh video testimonials there case studies so then he watches these case studies of these clients that are skill systems a lot of them are really similar to Tom and a lot of them have the outcomes
that Tom wants to have and so Tom says you know what scaling with systems is the right company for me and then he buys our products or Services okay so this is how you should be looking at your content so let's wrap this all up what does this look like for you on the day-to-day basis well first and foremost do not Market to the unaware people so unaware means that these people have no idea they have a problem in the first place so a great example uh would be something like um did you know anytime
you put a did you know in The First beginning of an ad or something like that you're going to an unaware person because they're assuming that they didn't know previously and so when you start here I know I said that this is 98% of the people but you don't want to this is probably going to be like 60% % of the people just in the unaware phase right here um so you don't want to actually go to the unaware because it's just way too much work okay you're not going to try to take somebody who
uh doesn't like they're creating content for sales and they think everything is all hunky dory there's no problem with it well then they're not going to buy your product or service anyway okay instead you want to spend the majority of your time in these two stages problem aware and solution aware so when you're creating content online you need to have the understanding is am I creating this as a problem aware content or a solution aware content right and going back just cuz I know it can get a little confusing uh problem Weare content would be
me making this video right here saying that hey did you know that not all content you create is leads to sales and they're like yeah I realized I'm making a lot of content and it's not leading to sales right so now they're problem aware um and I'm making a video maybe the title of this video is something like why your content isn't leading into sales well now you're becoming problem aware and then I'm showing you the levels of buyer awareness and now your solution aware okay so this could be really be two pieces of content
this could be the same piece of content and that's another point that some people Miss is that I've kind of Taken people all the way from problem aware let's say down to product Weare in this example here uh just in this one YouTube video so I made a YouTube video about hey the title's going to say something like why your content is not getting sales so that's problem aware you're now aware that you have that problem that your content should be getting sales then you click on the video and you learn about the the seven
uh or the five levels of buyer awareness so now you're solution aware and then I told you that scale systems will set this all up for you done for you and I'm making a call to action to go below and book a call our team and so now you're product aware so in this one piece of content I've taken you through all this but in other instances it could be um multiple pieces of content so I could just do one piece of content that's just problem aware or one piece of content that's just solution away
right it just depends on what platform you're on and how you're doing things this is why I personally am very bullish on YouTube because YouTube allows you to take people in one video all the way through the stages of awareness right from from problem aware to solution aware to product aware really even to most aware like if I were to put case studies or testimonials of clients that we've worked with and then I've gotten these results in this one YouTube video then you may not have to go look at another piece of content from here
because this video has covered it all okay so there you have it ladies and gentlemen understand that there are different stages in the content that you're creating and if you look at your content your ads on your Instagram your YouTube your your ads Library whatever else it is and all of it is like uh this is why skillness syst needs to work with us here's a client testimonial here's a client testimonial you are going to be able to make sales from this 2% of people but eventually that 2% of people is going to get exhausted
and so you need to start to make sure you have something else higher up in the funnel that's bringing in new people and bringing them to product aware uh and that's why we really love organic content to do that and and I guess the final little secret or hack that I'll give you is that if you do this correctly what you can do is your organic content I'll change this colors here to make it real quick your organic contents can make people problem aware and solution aware and then you run paid ads to those people
that watch or organic content to make them product Weare and most aware and that's the beautiful combination of what I found because you can disguise uh sales pitches as essentially problem aware or solution aware helpful contents at which point you remarket those people later
