Stage 1 Awareness Headline

The headline used in the lupin ad belowis an example of a stage 1 awareness headline.  Let me explain…

The 5 stages of awareness are revealed by Eugene Schwartz in his book Breakthrough Advertising.

These 5 stages are.

Stage 1 – At this stage your prospect is aware of the product.  So people just want to know the price.

Stage 2 – Your prospect knows of the product but doesn’t yet want it. Display the name of the product in the headline.

And then point out of its superiority.  eg Steinway the instrument of immortals.

Stage 3 – Your prospect knows what he wants what the product does. But he doesn’t  know of your  product.

Stage 4 – At this stage you name the problem and its solution in the headline.

Stage 5 – Here you’re opening up a completely unaware market. y our prospect is not aware of his desires or needs. You’re giving them information about a problem so vague you are the first person to put it into words.

So bearing the above in mind with this lupin ad, prospects are aware of lupins – Stage 1 Awareness.

So they just want to know the price.