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The ultimate content creation hack nobody told you about

You can sell just about anything to anyone on Instagram and X.

But ONLY if you understand the powerful insight I will tell you today.

This will turn your content from “meh” to “holy sh!t, where was this all my life” in your followers’ minds.

It’s wild that more people don’t talk about this.

And I know why they don’t.

There are two reasons:

  1. It’s hard to explain
  2. It’s too valuable to show others

So, what’s this concept?

The 5 Stages of Awareness.

Your potential customers are at different levels of awareness about their problems and the available solutions.

To maximize sales, you need to meet them where they are.

How?

By tailoring your content and messaging to their specific stage of awareness.

Eugene Schwartz made this idea in his book “Breakthrough Advertising.”

These stages show a person’s awareness of the problems and solutions available.

Take the fitness niche, for example…

It’s super crowded, right?

Everyone and their mom seem to be a fitness coach these days.

But here’s the thing:

Someone out there still hasn’t even thought about working out and has never checked out any fitness content before.

What I’m trying to say is…

No matter how big your industry is or how much competition there is, the person’s stage of awareness remains unaffected until they discover new information.

Cool?

So what are these stages I’ve been hyping up?

I’m going to break down the 5 stages for you and show you exactly what kind of content works best for each one.

What are the 5 Stages of Awareness

  1. Unaware – they have no idea they have a problem.
  2. Problem Aware – they have a problem but aren’t looking for solutions.
  3. Solution Aware – they’re looking for solutions but still don’t know about yours.
  4. Product Aware – they know your products/services but aren’t fully convinced your is the right one for them
  5. Most Aware – They know about your product and only need a little nudge to buy.

Alright, do you want to know the secret to getting clients online?

It’s all about understanding the content you need to create for each awareness stage.

I know, I know… it sounds boring.

But hear me out, okay?

Picture this:

You’re an entrepreneur.

You’re just doing your thing, working on your business, and loving every minute of it.

And growing a personal brand has never even crossed your mind.

Guess what? You’re in the “unaware” stage.

But something changes…

Your business isn’t taking off like you hoped, and you’re having a hard time finding clients.

So, you start poking around online and discover a new idea…

Personal Branding.

You’re like, “Aha! That’s what I need.”

But then it hits you…

“I know how to start…”

Congrats, my friend… you’re now “problem-aware.”

Next, you’re on the hunt for answers and you come across some articles about social media marketing and networking events.

Boom!

You’ve just discovered two potential solutions to your problem, which means…

You’re now “solution-aware.”

One day, you spot a coach you followed on Instagram promoting a course.

You think to yourself, “Huh, that looks pretty cool.”

Intrigued, you visit their website and what do you know? They offer personal branding coaching for entrepreneurs like you.

Well, well, well… look who’s “product-aware” now.

As you weigh your options—social media marketing, networking events, or signing up for the personal branding coaching—you’ve got all the info you need to make a decision.

Congratulations, you’ve reached the “Aware” stage.

But you’re still not totally sold.

So you watch a few case study videos the coach posted on YouTube and take one last look at their website.

And you know what?

Their process just makes sense to you.

So, you make the call and choose the personal branding coaching.

Off you go on your personal branding adventure.

So, what’s the takeaway here?

When you want to get clients online, you need to tailor your content to your audience’s awareness stage.

And if you ask me…

You should focus on creating content for people in the problem-aware and solution-aware stages.

Why?

Because people in those stages are closer to buying a fix to their problems.

So let me break down exactly what kind of content you need to create…

UNAWARE Audience: They are totally unaware of their problem.

If you’re trying to reach these folks, you must educate them first.

Let them know they’ve got an issue that needs fixing.

That said…

I suggest avoiding this kind of content as much as possible.

Why?

The Unaware audiences require too much education to convert into buyers.

Focus on the other stages.

And others do the teaching.

Anywho, the types of content that work well for the unaware audience include:

  • Signs or symptoms – help people self-identify with common problems or pain points they may be experiencing, without directly stating the problem.
    • “5 Surprising Signs You Might Be Vitamin D Deficient (and Why It Matters)”
    • “The Silent Symptoms of High-Functioning Anxiety Most People Ignore”
    • “Is Your Relationship Toxic? Watch Out for These 6 Red Flags”
  • Thought-provoking questions — get the audience thinking about their situation in a new light. Avoid directly stating the problem.
    • “Are you living life to your fullest potential or just going through the motions?”
    • “What if there was a simple way to boost your energy and focus, without relying on caffeine?”
    • “Do you ever wonder why some entrepreneurs seem to effortlessly attract clients while others struggle to get by?”
  • Surprising statistics or facts – hint at a widespread problem, without explicitly calling it out.
    • “Did you know that 80% of Americans are deficient in this one critical nutrient? The implications are staggering…”
    • “Studies show that the average person spends 90,000 hours at work over their lifetime. But are they truly fulfilled?”
  • Aspirational content – paint a picture of what life could be like, subtly highlighting the gap between the ideal and the audience’s current reality.
    • “Imagine waking up every day feeling energized, focused, and in control of your health. It’s more possible than you might think…”
    • “What would it feel like to turn your passion into a thriving business that impacts thousands of lives? Let me show you how…”
  • Secrets or hidden knowledge – make them curious.
    • “The Little-Known Mineral That Could Be the Key to Better Sleep”
    • “The Counterintuitive Productivity Hack Used by Top CEOs and Entrepreneurs”
    • “The Surprising Link Between Gut Health and Your Mood (Backed by Science)”

PROBLEM AWARE: They have a problem but aren’t looking for solutions yet.

For this stage, your content should make them understand their problem and the consequences of inaction.

Example: Someone who realizes they likely have diabetes but hasn’t taken action. They’re just doing their research to understand their situation better.

Therefore, don’t jump into selling them solutions because they aren’t ready to buy.

Instead, focus on educating them on how to start fixing their problem.

The types of content that work well for the problem-aware audience include:

  • Mistakes and Myths – Highlight common mistakes people make when trying to solve the problem on their own, without a proven solution.
    • “5 Mistakes You’re Making with Your Shopify Cart That Are Costing You Sales”
    • “3 Resume Mistakes That Are Keeping You From Landing Your Dream Job”
    • “The Top Mistakes People Make When Trying to Lose Weight on Their Own”
  • Consequences content – Emphasize the negative consequences of not addressing the problem properly. Make the pain of inaction feel real.
    • “The Hidden Dangers of Ignoring Your Diabetes Symptoms”
    • “How Procrastinating on Your Job Search is Sabotaging Your Future”
    • “Why Yo-Yo Dieting is Worse Than Not Dieting At All”
  • Reasons why content – Dive deeper into the root causes of the problem to build credibility and show your expertise. Help them understand their situation better.
    • “The Real Reasons You’re Struggling to Lose Weight (Hint: It’s Not Just About Willpower)”
    • “5 Surprising Factors That Are Keeping You Stuck in a Dead-End Job”
    • “The Psychological Barriers That Prevent Most Entrepreneurs From Scaling Their Business”
  • How to overcome challenges content – Provide high-level guidance on overcoming obstacles related to the problem. Show them a glimpse of the solution without giving away too much.
    • “How to Stay Motivated to Workout When You’re Not Seeing Results Yet”
    • “How to Attract High-Paying Clients Even When You’re Just Starting Out”
    • “How to Stick to a Healthy Eating Plan During the Holidays”

The key here is to create broad content.

Broad content touches on general topics related to your industry, appealing to a wider audience.

For example, “Top Mistakes People Make When Trying to Lose Weight on Their Own” is broad content because it appeals to people thinking about losing weight but are struggling to understand how to do so.

On the other hand, “Top Mistakes People Make With The Atkins Diet” already talks about a solution, the Atkins Diet. Therefore, this piece of content zeroes in on a specific solution.

This leads to the next stage of awareness.

SOLUTION AWARE: They are actively looking for a solution, but don’t know about your specific product yet.

This is the sweet spot to focus your content efforts on.

The key here is to focus your content on specific solutions and compare them to alternatives.

Example: A diabetic researching ways to lower their blood sugar and prevent complications.

Let’s face it…

These people are already on the hunt for something to solve their problems.

So your job is to convince them that your solution fits their needs perfectly.

Now, what kind of content works for this audience?

Content that works for this level of awareness:

  • Pointing out the flaws or limitations
    • “Why the Atkins Diet is Keeping You Fat (and What to Do Instead)”
    • “The Hidden Costs of Shopify That Are Eating Your Profits”
    • “3 Reasons Why ClickFunnels is Not the Best Choice for Selling Your Course”
  • Highlighting the mechanisms – show the processes, systems that you use to get results.
    • “Discover the 4-Step System to Lose 10 Pounds in 10 Weeks (Without Giving Up Your Favorite Foods)”
    • “The 5-Pillar Framework Our Clients Use to Double Their Revenue in 90 Days”
    • “The Secret Marketing Automation Sequence That Converts Leads into Customers on Autopilot”
  • Mistakes – call out what they’re doing wrong with the solutions they’re currently using.
    • “3 Mistakes You’re Making on the Atkins Diet That Are Sabotaging Your Weight Loss”
    • “5 Resume Mistakes That Are Costing You Job Offers (and How to Fix Them)”
    • “The Top Mistakes Entrepreneurs Make When Using Shopify (and How to Avoid Them)”
  • Naming and describing your unique solution – Put a fancy name to what you do, but keep it simple.
    • “How This Rapid Fat Loss Protocol Will Be The Last Weight Loss Program You’ll Ever Need”
    • “The Proven System for Attracting 3-5 High-Paying Coaching Clients Monthly. I call it ClientFlow and it works like this.”

PRODUCT AWARE: They know about your solution but haven’t bought it yet.

For this group, your content should focus on convincing them that your specific product is the right choice for them.

Features, benefits, comparisons, reviews, and demos of your product can help remove any last doubts and give them that final nudge to make the purchase…

Because sometimes people just need a little push.

The types of content that work well for the product-aware audience include:

  • Overcoming specific objections related to your product or service.
    • “3 Reasons Why You Think Our Weight Loss Program Won’t Work for You (and Why You’re Wrong)”
    • “Top Concerns Clients Have About Our Coaching Program”
    • “Common Objections to Our Marketing Automation Software (and Why They’re Misguided)”
  • Success stories or case studies – show how people who have used your product or service to achieve great results.
    • “How Sarah Lost 50 Pounds in 6 Months with Our ‘Rapid Fat Loss Protocol'”
    • “Case Study: How John Doubled His Revenue in 90 Days Using ‘ClientFlow'”
    • “3 Entrepreneurs Who Skyrocketed Their Sales with ‘SalesBoost’ (and How You Can Too)”
  • Namedropping target audience and addressing any lingering doubts
    • “3 Types of Coaches Who Can Benefit Most from Using ‘ClientFlow’ in Their Business”
    • “Is ‘Rapid Fat Loss Protocol’ Right for You? Take This Quick Quiz to Find Out”
  • Live Demos – show exactly what your product/service includes and how it works.
  • Comparisons – showing how your product is different or better than competitors.
    • “Atkins vs. Keto vs. Paleo: Which Diet is Best for Rapid Weight Loss?”
    • “Top 5 Marketing Automation Tools” (while also sneaking yours to the list)

AWARE: They’re almost ready to buy, but they need an extra nudge to take the leap.

The aware audience already knows about your product and needs a final nudge to purchase.

Content for them focuses on creating urgency, revealing bonuses for acting now, and directly asking for the sale.

The types of content that work well for the most aware audience include:

  • Creates urgency and scarcity
    • “Limited time offer”
    • “Only 24 hours to join”
    • “Only 3 more spots left.”
  • Content that discusses bonuses — show the extras that come with purchasing now
    • “Buy now and you get these bonuses”
    • “These are the three bonuses you’re going to get when you join.”
  • Strong calls-to-action – tell the audience to take the next step and buy.

The key is to meet them where they’re at…

…and guide them to the next stage.

So when creating content, always keep the awareness level in mind.

Here are 2 ways I can help you:

1. Need an automated sales funnel? Book a call with me.

2. Crashcourse Copywriting: Learn the art of persuasive writing.

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