The document describes customer awareness journeys and buying cycles. It outlines 5 stages of customer awareness: 1) unaware, 2) problem/desire aware, 3) solution aware, 4) aware of the specific product or solution, and 5) needing the right deal to purchase. The goal is to move customers along this cycle through advertising that makes them aware of problems and solutions, and ultimately persuades them to purchase. Effective ads can move customers through multiple stages at once, from unaware to aware of the specific solution.

1. DOMINATE WEB MEDIA
The UPSYD
Awareness Journey

2. AWARENESS
Problem/Solution
Recognition
INTEREST
Information Search
CONSIDERATION
Evaluation &
Comparison
PURCHASE
Decide with
Emotion Justify
Using Logic
ADVOCACY
Loyal Brand
Ambassador
Customer
Buying Cycle

3. Audiences
General
Health & Fitness
Low-Carb Diets
(Atkins)
Ketogenic Diets
(Intermittent Fasting)

4. Unaware
Problem or
Desire Aware
Solution Aware
Your
Solution
Aware
The Most Aware
(Need a Deal)
General
Health & Fitness
Facebook Audience

5. UPSYD
1. Unaware: No knowledge of anything except, perhaps, his
own identity or opinion.
2. Problem or Desire Aware: Your prospect senses she has
a problem, but doesn’t know there’s a solution.
3. Solution Aware: Your prospect knows the result he wants,
but not that your product provides it.
4. Your Solution Aware: Your prospect knows what you sell,
but isn’t sure it’s right for her.
5. Deal (The Most Aware):Your prospect knows your
product, and only needs to know “the deal.”
*Breakthrough Advertising – Gene Schwartz

6. 1.
2.
3.
4.
5.
Unaware of
Problem
Problem/Desire
Aware
Solution Aware
Your Solution
Aware
Needs Right “Deal”
(The Most Aware)
*This Ad Resonates
with U’s and P’s and
Makes them “Solution
Aware” and “Your
Solution Aware” all in
ONE Ad
U
P
S
Y
D

8. 1.
Unaware
of Problem
Problem/
Desire Aware
Solution
Aware
Your Solution
Aware
Needs Right
“Deal”
2. 3. 4. 5.
U P D
Y
S
New Lead
or
Customer
From Awareness to Intent