Eugene Schwartz's model from Breakthrough Advertising (1966): prospects are Unaware, Problem Aware, Solution Aware, Product Aware or Most Aware, and the headline and copy must start where the reader already is.
When writing headlines, ads, landing pages and emails; when matching search intent and audience temperature to the right message.
Unaware: a story-led ad about a common frustration; Problem Aware: 'Tired of leads that never answer?'; Solution Aware: a comparison of approaches; Product Aware: proof and reviews; Most Aware: just the offer and the deal.
One of the most useful copy frameworks ever written, for every channel. Flagged when cold audiences get a pitch written for people who already know you.
