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Stage 2: Problem-aware Content: Articles or short videos articulating common problems someone recognizes but hasn’t yet identified the cause (e.g., “Do you wake up with jaw pain?”). Explain why the problem matters and reflect their pain, showing solutions exist before pitching. Stage 3: Solution-aware Content: Educational materials showing various solutions (e.g., implants versus bridges, litigation versus mediation) without directly pushing your service. Explain pros and cons to help prospects evaluate options. Stage 4: Product-aware Content: Demonstrate your unique approach, case studies, testimonials, pricing, and benefits. Industry pieces and service pages fit here. Stage 5: Most-aware Content: Prospects at this stage know about your products or services and are evaluating options. Content here should reinforce your credibility and clearly demonstrate why you are the preferred choice through trust-building social proof — reviews, testimonials, behind-the-scenes insights, and community involvement stories — to humanize your business and solidify their decision. CROSS-PROMOTE EVERYTHING Each content piece should cross-promote other content. Promote related pieces on your social channels, blog, podcast, etc. In some cases, you’ll want to promote the original full anchor content (e.g., digital newsletter or blog post), creating interconnected touchpoints. Other content may promote your email newsletter, social channels/posts, podcasts, or lead magnets. • Monthly Cycle: Produce one core piece of content, repurpose it into 15–20 formats, and spread those across 6–8 channels over 4–6 weeks. Mix pain-aware, solution-aware, and product-aware messaging.
• Slide Deck: Create a presentation for webinars or LinkedIn Slides. • Republish on Third-Party Blogs: Contribute the article to niche sites or your local chamber of commerce website. • Automated Letters: Trigger a postcard or letter when a website visitor downloads a resource (programmatic direct mail). Personalized mail pieces increase response rates by 135%. MEET PROSPECTS WHERE THEY ARE One of the most common mistakes business owners make is creating content solely for those ready to buy immediately, focusing only on promotional pitches and direct offers. Stop doing this. Engage with people at different stages of the buying journey. World-famous copywriter Eugene Schwartz created the five stages of awareness: Unaware, Problem (pain) aware, Solution aware, Product aware, and Most aware. These stages describe how prospects evolve from not knowing they have a problem to being ready to buy. Schwartz successfully used this framework to sell tens of billions of dollars in goods and services. Stage 1: Unaware Content: People at this stage don’t even realize they have a problem or opportunity yet. Content here should gently educate, entertain, or pique curiosity to subtly bring issues or opportunities to their attention, without directly referencing your products or solutions. Your aim is simply to spark awareness and interest, paving the way for deeper engagement down the line.
Your goal isn’t direct selling; it’s about positioning yourself as a trusted advisor.
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