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<title>Lesson 3 – Step 1: Awareness</title>
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<h1>Lesson 3 – Step 1: Awareness</h1>
<p>Here's a structured overview based on the provided transcript for "Lesson 3 – Step 1: Awareness" from the "Launch Grid" course. The goal is to define the elements necessary for creating awareness in your value journey and provide examples of how to apply these concepts.</p>
<h2>Topics Overview</h2>
<ul>
<li>Understanding the Importance of Awareness in the Value Journey</li>
<li>Defining Awareness Channels</li>
<li>Understanding Levels of Awareness</li>
<li>Selecting the Right Channel for Your Initial Launch</li>
</ul>
<h2>Breakdown of Each Concept</h2>
<h3>Understanding the Importance of Awareness</h3>
<p><strong>Objective:</strong> Create awareness among potential customers who do not yet know about your product or service.</p>
<p><strong>Focus:</strong> Make the market aware of the existence of your product/service and its value.</p>
<h3>Defining Awareness Channels</h3>
<p><strong>Channels:</strong> These are the methods or platforms you will use to reach your audience, such as social ads, SEO, PPC, affiliates, etc.</p>
<p><strong>Example:</strong> Digital Marketer primarily uses Facebook advertising as their main channel to generate awareness.</p>
<h3>Understanding Levels of Awareness</h3>
<ol>
<li><strong>Unaware:</strong>
<ul>
<li><strong>Description:</strong> Individuals who are unaware of both the problem and your product.</li>
<li><strong>Example:</strong> People not realizing they need better posture solutions.</li>
</ul>
</li>
<li><strong>Problem Aware:</strong>
<ul>
<li><strong>Description:</strong> Individuals who recognize they have a problem but are unaware of solutions.</li>
<li><strong>Example:</strong> Someone with back pain but unsure of how to alleviate it.</li>
</ul>
</li>
<li><strong>Solution Aware:</strong>
<ul>
<li><strong>Description:</strong> Individuals who know there are solutions but have not decided on the right one.</li>
<li><strong>Example:</strong> Someone searching for the best chair for back pain relief.</li>
</ul>
</li>
<li><strong>Product Aware:</strong>
<ul>
<li><strong>Description:</strong> Individuals who know about your product and are considering it as a solution.</li>
<li><strong>Example:</strong> People who know about your company’s specific ergonomic chair for back pain.</li>
</ul>
</li>
</ol>
<h3>Selecting the Right Channel for Your Initial Launch</h3>
<p><strong>Criteria:</strong> Choose a channel that aligns with your target audience’s level of awareness and can be easily adjusted during testing phases.</p>
<p><strong>Example:</strong> Select Google Ads if you aim to target individuals who are searching for solutions, as it is suitable for capturing solution-aware audiences.</p>
<h2>Specific Tasks to Define</h2>
<ol>
<li><strong>Identify Your Target Audience’s Awareness Level</strong>
<ul>
<li><strong>Task:</strong> Evaluate what awareness level your product addresses and how it matches your customer profile.</li>
<li><strong>Example:</strong> Survey existing customers to understand if they were problem aware or solution aware before purchasing.</li>
</ul>
</li>
<li><strong>Select Your Initial Awareness Channel</strong>
<ul>
<li><strong>Task:</strong> Choose one channel to focus on for launching your awareness campaign.</li>
<li><strong>Example:</strong> If you choose Facebook Ads, decide if you’ll target users searching for problems or those seeking specific solutions.</li>
</ul>
</li>
<li><strong>Align Channels with Awareness Levels</strong>
<ul>
<li><strong>Task:</strong> Map different channels to the level of awareness they best address.</li>
<li><strong>Example:</strong> Use content marketing for problem-aware audiences to educate them on their pain points and bridge to solutions.</li>
</ul>
</li>
<li><strong>Plan a Soft Launch</strong>
<ul>
<li><strong>Task:</strong> Conduct a controlled and manageable launch to test the effectiveness of your chosen channel.</li>
<li><strong>Example:</strong> Run a limited budget Facebook Ad campaign targeting users interested in ergonomic solutions to gauge response.</li>
</ul>
</li>
<li><strong>Develop Contingency Plans</strong>
<ul>
<li><strong>Task:</strong> Assess channels that can be scaled up or down based on early results.</li>
<li><strong>Example:</strong> Prepare to amplify or pivot strategies based on the initial performance metrics from PPC campaigns.</li>
</ul>
</li>
</ol>
<h2>Conclusion</h2>
<p>Through this lesson, you have begun architecting the awareness stage of your value journey by understanding various awareness levels and aligning them with appropriate channels for your product. The initial focus should be on selecting a manageable channel that reflects the awareness level of your audience, paving the way for effective engagement in subsequent stages.</p>
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