Perhaps my new favourite framework for marketing and advertising - understanding where you customer currently is (in terms of their awareness of your product or service) and using that to inform your headlines and copywriting. You know the end point you want to get them to (buying from you), you'll now know where they currently are, so the job of your ad is to move them along the path from where they are to where you want them to be.  In this episode, I run through the 5 States of Awareness, as outlined in Eugene Schwartz's famous book, Breakthrough Advertising:  Completely Aware Product Aware Solution Aware Problem Aware Unaware

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