Inspired by Eugene Schwartz’ legendary book, Breakthrough Advertising
Understanding where your customer is on their buying journey can be the difference between getting ignored and getting paid.
Eugene Schwartz outlined a timeless concept known as The 5 Levels of Awareness – a simple but powerful way to tailor your message so it actually lands.
Let’s break it down:
These people aren’t actively looking for a solution — because they don’t even realise there’s a problem yet. They’re going about their day blissfully unaware that there’s a better way.
Spark curiosity. Don’t sell — tell stories, ask questions, or highlight something that feels “off” in their daily lives.
They’re juggling WhatsApp messages, sticky notes, and voice notes… and think it’s normal. You shine a light on how much time or opportunity is being wasted.
Use emotions, humour, or surprising facts to grab attention. Think: “what’s the itch they didn’t even know they had?”
They know they’re struggling — missed sales, forgotten follow-ups, chaos — but they haven’t figured out how to fix it. They might be blaming themselves, their staff, or the market.
Help them name and understand the real problem — ideally one your product solves.
They’re frustrated with leads falling through the cracks but haven’t connected it to not having a CRM. Your job is to show them why that’s happening.
Don’t pitch the solution just yet. Make them feel understood and validated first.
Now they’re Googling. They know about CRMs, automation tools, and centralised systems — but they’re overwhelmed or unsure what’s right for them.
Position your type of product as the best solution for their specific use case.
They’ve heard of HubSpot or Salesforce but think it’s too complex or expensive. You position Income Mavericks as the “just-right” alternative — made for small, growing businesses.
Now’s the time to introduce features, benefits, or comparison charts — but keep the focus on them, not your tech.
They’ve heard of you. Maybe they’ve been to your website, watched a demo, or clicked an ad before. But they haven’t said yes.
Remove hesitation. Address objections. Show how you’re different. Make it obvious why you’re the smart choice.
They know Income Mavericks is a CRM — but aren’t sure what makes it different. Now you highlight real results, testimonials, and ease of use.
Use proof. Make it visual. This stage is all about trust and clarity.
They’re ready to buy — they just need a nudge. They’re familiar with your product and like what they’ve seen… but need a reason to act now.
Make it easy to say yes. Give a limited-time offer, bonus, or shortcut. Remove all friction.
“Start today, and we’ll help you import your leads + set up your first automation, free.” Boom. No-brainer.
Don’t overthink this stage. Just focus on urgency, simplicity, and a strong call to action.
“If your business is still bouncing between WhatsApp, Excel, and sticky notes — you’re bleeding time and missing sales. Income Mavericks helps you centralise your customer database, automate communication, and close more business, faster. It’s like having a sales assistant who never sleeps.”
That’s a good general pitch. Now, here’s how the ad copy could look at each stage of awareness:
“Ever feel like your business is running you, instead of the other way around? Here’s what nobody tells you about where your time is really going…”
👉 Hook into emotion. Lead to a blog, story, or free quiz.
“Missed a follow-up? Forgot who said yes? If your sales are slipping through the cracks, it’s probably not your fault. You just need a system.”
👉 Agitate the chaos. Introduce the need for centralisation.
“Tired of juggling tools? A CRM isn’t just a fancy database. It’s your sales engine. But not all CRMs are made for small businesses like yours.”
👉 Make the category relevant. Seed the idea of “simple + powerful.”
“Income Mavericks is the CRM built for growing businesses who want to stop losing leads and start automating follow-ups — without the tech headache.”
👉 Show how you’re different. Include trust markers (reviews, screenshots, results).
“Still thinking about Income Mavericks? This week only: get a 14-day trial and free onboarding. Your future self will thank you.”
👉 Call to action. Add urgency, bonuses, or scarcity.
You don’t need 5 different products. You need 5 different conversations with your audience — each tailored to how aware they are.
When you understand the psychology behind where your customer is mentally, your copy becomes less “salesy” and more effective.
