Hey Reader,

Have you ever wondered why some prospects are ready to buy immediately, while others seem interested for years but never take action?

It's not random. It comes down to their level of awareness.

In any market, you generally have three types of potential customers:

1. The Supporter: This person likes your brand and your mission. They want you to succeed, but they aren't really aware of a problem you solve for them personally. Their support is aspirational.
2. The Problem-Aware: This person knows they have a problem, and they think your business might be able to help solve it. They're starting to look for a solution.
3. The Pain-Aware: This person is very aware of a problem and the pain it's causing in their daily life. They are actively and urgently seeking a cure.

The motivation to buy is directly linked to the awareness of pain. The more pain someone feels, the faster they will act. Your most motivated buyers are always Type 3.

This is why so much marketing falls flat.

It only speaks to the supporters and completely ignores any pain that drives urgency.

Let’s apply this framework to a real client, āhei. We looked at their two core messages:

• Message A (The Aspirational): Let's make sports available for every kid.
• Message B (The Pain-Aware): Right now, kids are being excluded from sport.

Message A is still vital. It’s what builds the brand over the long term.

But Message B is what creates the urgency that makes a principal pick up the phone.

So is your marketing only speaking to the supporters? Or is it also addressing the pain of the customers who are ready to buy now?

The best marketing does both.

All the best,

Joel Woolley​ ​Marketing Strategist at Mammoth Marketing​ StoryBrand Certified Coach

P.S. Figuring out how to talk to each of these customer types is the core of what we do. If you want help crafting a message that works, book a free Discovery Call.