This document discusses using an "Awareness Ladder" approach to marketing a male pattern baldness treatment product. The awareness ladder has 5 steps: 1) no problem awareness, 2) problem awareness, 3) awareness solutions exist, 4) awareness of benefits, 5) convinced. The document provides recommendations for marketing activities to move customers between each step of the awareness ladder, culminating in a sale at step 5 of being convinced.

1. Convert
Designing Web Sites to Increase Traffic and
Conversion

2. Using the Awareness
Ladder
Your product is a treatment for male pattern
baldness

3. Using the Awareness
Ladder
1. People who are experiencing hair loss and who may find it
annoyance, but do not consider it a problem.!
2. People for whom hair loss is a problem, but are not aware that
treatments are available.!
3. People are aware of some solutions, but do not yet know about
your treatment.!
4. People know your solution, but do not know it’s any better for
them than other products.!
5. People may be convinced of the benefits of your product, but are
not yet ready to commit to buy.

4. about the buying process:
Everyone, at some point, starts at Step 0 (before they realize they have a need).
Using the Awareness
Ladder
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They can only ever buy from Step 5—when they are convinced by the proposition that the solution will address their needs.
The sequence is logical. Prospects can only go up one step at a time.
So, to achieve a sale, you must get people from their current level of awareness
to the top of the ladder, one step at a time.
5 Convinced
4 Benefits
3 Your Solution
2 Solutions Exist
1 Problem
0 No Problem
FIGURE 4-3 The Awareness Ladder
has a set of simple principles that
help you visualize any marketing or
selling process.

5. Not aware of the need
The “no problem group” is the hardest to market !
Educate: invest in creating a need before you can
offer a solution!
Costly!
Creating a market for competitors as much as for
yourself

6. Aware of a Need (But not
aware solution exist)
Publish articles that specifically match searches for
your target “problem” terms. (“hairloss women”,
“regain hair”)!
Each page could start by discussing the issue in
general, acknowledge that it is undesirable, and
then lead to suggestions that treatments may exist.!
Could link on to other articles that discuss what
solutions are available.

7. 0
0
0
1
0
0
0
1
0
0
1
0
0
1
2
1
2
0
0
1
0
0
Step 1
Step 2
O
Steps 3 – 4
$
Step 5
FIGURE 4-4 In the new model, each offering or proposition benefits from
a structured funnel of pages that guide prospects up each step of the

8. Aware of some solutions
(But not your specific one)
Publish more articles that compare the
effectiveness of different known treatments (and
emphasize the particular strengths of his own
solution.)

9. Aware of benefits (Bit
not convinced)
Simply communicating benefits is not usually
enough to compel someone to take action and buy.!
May encourage visitors to engage with a mental
picture of life with a full head of hair.!
Should reinforce your own claims with 3rd party
evidence, in the form of testimonials, press
clipping, and “thank you” notes from happy
customers.