Lessons / Module 2: Audience Research
Customer awareness levels
Not every reader begins in the same place. Some have never thought about the problem, and others are comparing prices. In his 1966 book Breakthrough Advertising, Eugene Schwartz described this as levels of awareness. It remains one of the most useful ideas in copywriting.
In this lesson
- The five levels
- Why it changes your writing
- Matching copy to the moment
- An exercise to write up, with feedback on your answer
- Takeaways
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