Ben Hunt’s Awareness Ladder

Ben Hunt’s Awareness Ladder is a marketing model that categorizes customers based on their awareness of a problem, the available solutions, and your specific product or brand. The ladder has six levels (from 0 to 5), with each level representing a different state of customer awareness and readiness to purchase.

Let’s look at each level with examples from different industries:

• electric vehicle manufacturers,
• banks with new credit cards,
• car-sharing services,
• food delivery services, and
• task trackers SaaS.

Ben Hunt's "Awareness Ladder" (interpreted by D. Blinov)

Level 0: Unaware of the Problem and Need

Customer’s State:

1. Aware of the problem? No, the customer is not aware of the problem or doesn’t feel the need.
2. Knows about solutions? No.
3. Knows about your product and brand? No.
4. Knows about the benefits of your product? No.
5. Ready to buy? No.

What the customer is interested in:

• Nothing related to your product yet. They don’t even recognize the issue.

What the seller should do:

• Focus on educating and raising awareness about the problem itself without pushing the product. You need to create the sense that there’s an issue that needs to be addressed.

Examples:

1. Electric vehicle manufacturer — Customers don’t feel a need to switch to eco-friendly transportation. The focus should be on environmental problems like pollution and how they impact people’s daily lives.
2. Bank and new credit card — The customer isn’t thinking about optimizing expenses or using cashback. Promote financial education and budgeting tips.
3. Car-sharing service — People don’t see any issues with car ownership. Highlight how expensive and time-consuming it is to own a car.
4. Food delivery — Customers don’t see the need for food delivery services. Showcase how delivery saves time on busy days.
5. Task tracker for corp. clients — Businesses don’t realize the inefficiencies in their project management systems. Discuss the chaos of mismanaged projects and lost time.

Level 1: Problem Aware but Unaware of Solutions

Customer’s State:

1. Aware of the problem? Yes, they now understand there’s a problem or need.
2. Knows about solutions? No, they don’t know about potential solutions.
3. Knows about your product and brand? No.

4. Knows about the benefits of your product? No.

5. Ready to buy? No.

What the customer is interested in:

• Learning more about how to solve their problem.

What the seller should do:

• Provide educational content about the various types of solutions to the problem. Help the customer understand what kinds of solutions exist.

Examples:

1. Electric vehicle manufacturer. The customer understands that pollution from traditional vehicles is an issue. Educate them on electric vehicles as an eco-friendly solution — note that here you educate on the EVs in general, not you specific car.
2. Bank and new credit card. The customer realizes they’re overspending. Show them how a credit card with cashback can help them save money — cashback as a tool, not your specific bank card.
3. Car-sharing service. The customer recognizes that car ownership is expensive. Explain how car-sharing (in general) can be a cost-effective alternative.
4. Food delivery. The customer realizes they don’t have enough time to cook. Promote food delivery (in general) as a convenient solution for busy individuals.
5. Task tracker for corp. clients. Managers know they’re losing track of projects. Show how task trackers (all of them, more or less) can improve efficiency.

Level 2: Solution Aware but Unaware of Your Product

Customer’s State:

1. Aware of the problem? Yes.
2. Knows about solutions? Yes, they know general solutions.
3. Knows about your product and brand? No.
4. Knows about the benefits of your product? No.
5. Ready to buy? No.

What the customer is interested in:

• Learning about the available products and solutions that can help them.

What the seller should do:

• Position your product as one of the solutions to the problem. Educate them on why your product is part of the solution.

Examples:

1. Electric vehicle manufacturer. Customers know about electric vehicles but not about your brand. Promote the features of your electric vehicles and why they stand out in the market — here you showcase your product(s).
2. 2. Bank and new credit card. The customer knows about cashback cards but not yours. Promote your card’s unique benefits, like an extended interest-free period.
3. Car-sharing service. Customers know about car-sharing but not your service. Highlight what makes your service better, like ease of use or better pricing.
4. Food delivery. Customers know about delivery services but not yours. Show what makes your service unique, such as faster delivery times or better cuisine options.
5. Task tracker for corp. clients. Managers are aware of task trackers but not your product. Demonstrate why your task tracker is better, such as superior integrations or a user-friendly interface.

Level 3: Aware of Your Product but Unsure of Its Advantages

Customer’s State:

1. Aware of the problem? Yes.
2. Knows about solutions? Yes.
3. Knows about your product and brand? Yes, but without full understanding of its value.
4. Knows about the benefits of your product? No, they don’t understand the specific advantages.
5. Ready to buy? No.

What the customer is interested in:

• Understanding the specific benefits and advantages of your product compared to others.

What the seller should do:

• Highlight the unique selling points (USPs) of your product. Show why it’s better than alternatives.

Examples:

1. Electric vehicle manufacturer. Customers know about your electric vehicle but not why it’s superior. Emphasize the longer battery life, lower maintenance costs, or cutting-edge technology.
2. Bank and new credit card. Customers know about your card but are unsure of its benefits. Promote the higher cashback rates, longer interest-free periods, or additional perks.
3. Car-sharing service. Customers know your service but don’t see why it’s better. Highlight special deals, availability of vehicles, or app convenience.
4. Food delivery. Customers know your service but aren’t sure about its advantages. Emphasize quick delivery, diverse restaurant options, or exclusive partnerships.
5. Task tracker for corp. clients. Managers are aware of your tool but don’t know its unique features. Highlight advanced reporting, real-time collaboration, or customization options.

Level 4: Aware of Product Benefits but Unsure if It’s Time to Buy

Customer’s State:

1. Aware of the problem? Yes.
2. Knows about solutions? Yes.
3. Knows about your product and brand? Yes.
4. Knows about the benefits of your product? Yes.
5. Ready to buy? Not yet; they are still considering whether it’s the right time.

What the customer is interested in:

• Making a final decision and comparing your product to others.

What the seller should do:

• Provide detailed comparisons, remove objections, and offer social proof like testimonials or case studies.

Examples:

1. Electric vehicle manufacturer. The customer knows about your electric car’s benefits but hasn’t committed to buying. Offer financing options, a warranty, or a test drive.
2. Bank and new credit card. The customer knows your card’s benefits but isn’t sure about applying. Offer clear terms, bonus cashback for new users, or a sign-up bonus.
3. Car-sharing service. Customers know your service but haven’t signed up. Provide trial offers, or emphasize your pricing structure.
4. Food delivery. Customers are aware of your benefits but haven’t ordered yet. Offer a first-time discount or free delivery on their first order.
5. Task tracker for corp. clients. Managers are aware of your tracker but haven’t subscribed. Offer a free trial, or showcase successful case studies from similar companies.

Level 5: Ready to Buy but Hesitant to Act

Customer’s State:

1. Aware of the problem? Yes.
2. Knows about solutions? Yes.
3. Knows about your product and brand? Yes.
4. Knows about the benefits of your product? Yes.
5. Ready to buy? Yes, but hesitant to act.

What the customer is interested in:

• A smooth purchasing experience and incentives to complete the purchase.

What the seller should do:

• Simplify the buying process and offer promotions or bonuses to push the customer to take the final step.

Examples:

1. Electric vehicle manufacturer. The customer is ready to buy. Provide a seamless purchasing process, special financing, or a test drive.
2. Bank and new credit card. The customer is ready to apply for the card. Offer an exclusive sign-up bonus, such as extra cashback or no fees for the first year.
3. Car-sharing service. The customer is ready to register. Make the process simple, and offer a bonus for the first ride.
4. Food delivery. The customer is ready to order. Offer fast checkout and a discount on their first order.
5. Task tracker for corp. clients. The customer is ready to subscribe. Provide a free trial, a demo, or a discounted first month.

Ben Hunt’s Awareness Ladder provides a structured way to understand where your customer stands in their journey towards purchasing your product. By tailoring your marketing strategies to meet customers at each stage, from being completely unaware to being ready to buy, you can more effectively guide them towards making a purchase decision.