Stages of awareness
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Stages of awareness
Demographics don't determine what message resonates. Belief stage does. Map what people need to believe at each stage and your campaigns will resonate instead of falling flat.
Demographics don't determine what message resonates. Belief stage does. Map what people need to believe at each stage and your campaigns will resonate instead of falling flat.
Every purchase decision follows a predictable path. People move from completely unaware of their problem, through recognising they need a solution, to comparing specific products, and finally deciding to buy. At each stage, they need to believe certain things are true. The problem with traditional audience segmentation is it focuses on demographics (age, role, company size) that don't predict buying behaviour. Someone's job title tells you nothing about what they believe or doubt. Two CTOs can be at completely different awareness stages with different beliefs. This playbook shows you how to map the beliefs customers need to hold at each stage, identify where they split based on different doubts, then build campaigns that close those specific gaps. When you understand what people already believe versus what they're still unsure about, you stop wasting budget on generic messages that resonate with no one.
Every purchase requires customers to believe certain things are true. They need to believe the problem exists, that a solution works, that you're the right choice, and that buying now makes sense. Different people get stuck at different stages.
Not everyone moves through awareness the same way. Some people believe training works but doubt online training. Others believe online training works but doubt your approach. These splits create your segments.
Once you know what each segment doubts, you can create messages and proof that close those specific gaps. This chapter shows you how to match segments to channels, write segment-specific messages, and measure which belief gaps you're actually closing.
Eugene M. Schwartz
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A field guide to message market fit. Use stages of awareness to pick angles, craft offers and brief ads that speak to real pains and jobs.
Russel Brunson
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Translate funnel templates into clean journeys. Focus on offers, sequences and pages that convert instead of tactics that age badly.
Russel Brunson
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Position your expertise, tell stories that teach, and build simple offers that move buyers from interest to action.
Russel Brunson
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Segmentation is mapping beliefs. Every purchase requires assumptions to be true. Different people doubt different assumptions.
Use two examples throughout all three chapters:
Example 1: Cybersecurity trainingRequired beliefs:
Segments split based on which beliefs they hold:
Example 2: Lead gen tools (marketer's perspective for Lemlist/Surf)Required beliefs (top of funnel first):
Segments split based on which beliefs they hold:
Method: Create spreadsheet with assumption columns. Start with foundational assumption (top of belief chain). When beliefs split, create new column. Each path through spreadsheet equals one segment. End with 3-5 belief-based segments.
Output format: Table with columns: Segment | Current beliefs | Missing assumptions | Channel fit | Message focus