Introduction: 

In today’s crowded digital marketplace, consumers no longer make decisions in a straight line. They move through stages of awareness, each requiring different types of messaging and engagement. As businesses compete for attention in 2025, understanding these stages has never been more critical.

Eugene Schwartz, in his iconic book Breakthrough Advertising, introduced the concept of 5 stages of customer awareness. Among them, Problem Aware and Solution Aware stages are where most of the customer journey happens. Knowing how to speak to prospects in these stages will directly impact your conversions, sales, and customer trust.

Stat: 72% of consumers expect companies to personalize communication based on their interactions, needs, and awareness (Salesforce, 2024).

The 5 Stages of Customer Awareness: A Detailed Overview

Before we explore the nuances of the Problem Aware and Solution Aware stages, it’s important to understand the full framework of customer awareness developed by legendary copywriter Eugene Schwartz. His Five Stages of Customer Awareness model helps businesses craft targeted messaging that resonates with prospects at different stages of their buying journey.

Each stage represents a different mindset and level of understanding your potential customers have about their problem—and your solution. By knowing which stage your customer is in, you can tailor your marketing, improve engagement, and increase conversions.

Stage 1: Unaware

At this stage, prospects have no awareness of a problem, need, or desire that requires attention.

• They are not actively seeking solutions because they don't realize a problem exists.

• Marketing to this audience requires creating awareness of a pain point or introducing a new desire or opportunity they didn’t know they had.

Example: A desk worker suffering from chronic back pain doesn’t yet recognize their posture or workstation is the cause.

Stage 2: Problem Aware

Prospects in this stage know they have a problem, but they don’t know what solutions are available to fix it.

• They are searching for information about their issue, looking for clarity and education.

• Your role here is to educate them about the problem in depth and introduce the idea that solutions exist (without hard selling).

Example: The desk worker realizes their back pain might be due to sitting for long hours but doesn’t know there are ergonomic chairs that can help.

Stat: 81% of consumers conduct online research before making a purchase (GE Capital Retail Bank, 2021).

Stage 3: Solution Aware

At the Solution Aware stage, customers understand solutions exist, but they’re unsure which product, service, or brand is the right fit.

• They’re actively comparing different types of solutions, seeking answers to “what works best for me?”

• This is where you position yourself as the best possible choice, by highlighting features, benefits, and unique value propositions (UVPs).

Example: The desk worker knows ergonomic chairs, standing desks, and physical therapy are options—but is evaluating which is the best solution.

📖 Source: Nielsen reports 92% of consumers trust recommendations over brand messaging (Nielsen Global Trust in Advertising, 2021).

Stage 4: Product Aware

These prospects know your product or service exists, but they haven’t decided if it’s right for them.

• They are comparing you to competitors, scrutinizing reviews, features, and pricing.

• Your goal here is to reassure them, remove objections, and highlight your social proof, case studies, or guarantees.

Example: The desk worker is aware of your ergonomic chair brand but wants to know why it’s better than competitors like Herman Miller or Steelcase.

Stat: 88% of consumers trust online reviews as much as personal recommendations (BrightLocal Local Consumer Review Survey, 2023).

Stage 5: Most Aware

Prospects at this stage know, like, and trust your brand. They often return customers, brand advocates, or ready-to-buy leads.

• They may need just a small nudge—a limited-time offer, free shipping, or an added bonus—to make the purchase.

• Focus on ease of purchase, loyalty incentives, and excellent customer support to keep them engaged.

Example: The desk worker is ready to buy your ergonomic chair and just needs a final incentive, like free shipping or a 10-year warranty.

Source: 69% of consumers are influenced by loyalty programs when choosing where to shop (Bond Brand Loyalty, 2021).

 Visual Tip:
Consider including a Customer Awareness Funnel graphic that visually breaks down these stages, helping readers quickly grasp where their prospects are in the journey.

Pro Insight:
Tailoring your content and messaging to each awareness level ensures you’re speaking to your customer in the language they need to hear—building trust, adding value, and ultimately increasing conversions.

What is a Problem Aware Customer? A Comprehensive Breakdown

The Problem Aware stage is one of the most critical phases in the customer awareness journey. At this point, a potential customer has recognized they have a problem, but they are unaware of the solutions that can address it. They are experiencing pain points or challenges that are starting to disrupt their life or business, and they are seeking clarity, education, and empathy before they’re ready to explore possible remedies.

Understanding how to connect with Problem Aware prospects allows you to establish trust early, positioning your brand as a reliable source of information and guidance.

1. Problem Aware Definition: What It Means

A Problem Aware customer is someone who has identified a specific issue or pain point they are dealing with. However, they are not yet aware of the products, services, or solutions that can help resolve their problem.

• These individuals are typically actively seeking information to better understand why they are experiencing this challenge.

• They are not ready to buy—they need education first, not sales pitches.

Example (Customer’s Inner Dialogue):
"I’m constantly feeling exhausted and stressed, but I don’t understand why this is happening. Is it my diet? Sleep? Workload?"

In this case, they are aware of their problem (fatigue and stress), but they don’t yet realize there are proven solutions, like time management techniques, ergonomic office setups, or wellness programs that could help.

2. Understanding the Problem Aware Customer Mindset

To market effectively at this stage, you need to step into the mind of your Problem Aware audience.
Here’s what’s typically happening in their world:

They are actively seeking answers, often through Google searches, forums, social media groups, or word-of-mouth advice.
They need empathy and validation—they want to know that they’re not alone, that their issue is understood, and that there’s hope for improvement.
They are information-hungry, craving resources that explain the problem in ways that resonate with their experiences.

Source: 87% of consumers won’t buy from a website they don’t understand (localized content) (CSA Research, 2022).

Key Insight:
This audience is in research mode, not buying mode. Trying to sell to them prematurely can erode trust.

3. Marketing Objectives for Problem Aware Audiences

Your role when addressing Problem Aware customers is to educate and build trust, not to sell.

Here’s how to approach this stage effectively:

Key Marketing Objectives:

Educate About the Problem and Its Impact

• Provide detailed insights about why the problem exists, what causes it, and how it affects their life or business if left unresolved.

• Example: If you offer ergonomic office furniture, educate about how poor posture and unsupportive seating contribute to chronic back pain and reduced productivity.

Position Yourself as a Trusted Expert (Not a Seller)

• Establish your authority by offering unbiased educational content, rather than pushing products.

• Build credibility through evidence-based insights, research-backed articles, or expert interviews.

Stat: 58% of consumers buy from brands that educate them (Content Marketing Institute, 2023).

Plant the Seed That Solutions Exist (Without Pushing a Product)

• Begin introducing ideas about possible solutions, creating hope and curiosity, without directly promoting your product or service.

• Focus on informing, not convincing.

Pro Insight:
Problem Aware customers are more likely to return to brands that help them first, rather than sell to them first.

4. Content Strategies for Engaging Problem Aware Audiences

Your content marketing strategy should prioritize educational and empathetic content designed to help Problem Aware customers understand their situation more deeply.
Below are effective content types and examples tailored for this stage:

Educational Blog Posts

• “The Hidden Causes of Chronic Fatigue No One Talks About”
  Offers valuable insights that resonate with someone struggling with exhaustion but unsure why.

• “Why Poor Posture Is Costing You Productivity”
    Educates on how a common issue leads to broader problems, opening the door for future solution discussions.

Comprehensive Ebooks or Whitepapers

• “5 Common Workplace Habits Leading to Back Pain—And How to Break Them”
  Provides in-depth education in an easily shareable format, positioning you as a resourceful brand.

 Informative Webinars or Workshops

• “Understanding the Root Causes of Poor Sleep and Energy Loss”
  Live or recorded educational events give prospects direct access to valuable knowledge and humanize your brand.

Source: B2B Content Marketing Report, 2024 (Content Marketing Institute).

5. The Goal of Problem Aware Content: Educate, Build Trust, and Spark Curiosity

At this stage, your ultimate goal is to:
Answer their most pressing questions about the problem.
Build trust by showing you understand and empathize with their struggles.
Create curiosity about possible solutions, setting up their next step toward becoming Solution Aware.

Pro Insight:
The content you provide to Problem Aware audiences acts as a bridge. It guides them from recognizing their problem to being ready to explore solutions—ideally with you as their trusted resource.

Conclusion: 

Understanding and effectively engaging Problem Aware customers is a critical step in building a successful marketing strategy in 2025. These individuals are aware of their challenges, actively seeking answers, and hungry for information—but they are not ready to be sold just yet.

At this stage, your goal isn’t to push products or services. Instead, focus on educating, empathizing, and establishing your authority as a trustworthy source of knowledge. By delivering high-value, problem-focused content that speaks to their concerns, you not only build trust but also position your brand as the natural next step when they’re ready to explore solutions.

When you help potential customers define and understand their problem, they’ll be more receptive to your guidance as they transition to the Solution Aware stage—where they’ll be open to evaluating options, including yours.