Words I like: People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.
Future customers don’t buy when they understand you. Future customers buy when they feel understood.
You write SEO, or now Generative Engine Optimized (GEO), blog posts for people who are searching for solutions.
You run retargeting ads for people who have already visited your website.
You build offers for people who are this close to buying.
These 3 approaches only target Stages 3-5 of the Modern Customer Journey…
But the majority of your future customers?
70% of your future customers are still in Stages 1-2, Problem Unaware and Problem Aware, where they don’t even realize they need you yet!
Let’s fix that.
You’re going to learn all about the 5 Stages of the Modern Customer Journey, a framework inspired by Justin Welsh’s Creator MBA, so you can do a better job meeting future customers where they are.
1) Problem Unaware: “Life’s fine, right?”
This is your largest audience and your biggest opportunity. These people don’t know they have a problem. They think the way things are is just how it’s supposed to be.
Example: A middle-class family that assumes luxury travel is only for the wealthy. They never even look for premium options because they believe it’s out of reach.
At this stage, your goal isn’t to sell, it’s to open eyes and shine a spotlight on the problem.
I love asking questions…like if I asked you, “What time is it right now?” you’re going to look at the clock on your screen. I just directed your attention where I wanted it to go.
What questions can you ask that will direct your future customers’ attention to the problems you can help them solve?
You can create content that asks questions, challenges assumptions, breaks myths, and sparks curiosity.
Example: “Why you don’t need to win the lottery to vacation like a millionaire” or “5 myths keeping families from their dream trip”
Your message should make them stop scrolling and think about the problem you can solve…
Pro Tip: Move them from Problem Unaware to Problem Aware because once they see there’s a problem, they might want to solve it.
2) Problem Aware: “This is annoying…”
Now they’ve noticed a slight pain, discomfort, or frustrating problem.
This is where your content should help them name the problem.
You need the problem to be a shared enemy that you can both throw rocks at.
You’re not pushing solutions yet.
You’re validating their experience.
Make them feel understood.
Example: “Hidden fees ruining your budget vacation? Here’s how to avoid them,” or “Why ‘budget-friendly’ often costs more in the long run”
Empathy wins attention here because you’re saying, “You’re not alone. Lots of others have the same problem.”
Pro Tip: Get them thinking about the problem enough to want to take action to solve it…
3) Solution Aware: “How can I solve this?”
They’re realizing other people like them are getting results they’re not, and it’s frustrating.
They’re searching on Google and asking ChatGPT.
This is where trust begins. Your job is to be the guide, not the hero.
Offer a free resource or a newsletter that solves a small but painful part of their problem.
Example: The 7-step guide to planning a 5-star vacation on a 3-star budget
When you help them win before you sell them anything, you earn a kind of credibility that ads can’t buy.
Pro Tip: You want them to realize, “I like how you think. You get it! I want to keep learning from you.” If you build trust and authority at this stage, your offer will later feel like a natural next step, not a hard sales pitch.
4) Product Aware: “You might be the one.”
Now they know you exist. They’ve downloaded your resource, followed you online, or joined your email list.
At this point, your marketing needs to answer one burning question: “Why you?”
The best way to do this is through an intentional 4-part email sequence:
- Give Value: Deliver the resource and give them something extra, a helpful insight, a short video, a quick win. Ask them what they want.
- Pain & Proof: Shine a big spotlight on the big problem again, then show how your product solves it better. This is a deliberate move from Solution Aware to Product Aware.
- Good Will Hunting Message: “It’s not your fault. It’s not your fault. It’s not your fault.” Alleviate their guilt for not solving it earlier. Many people didn’t know this was fixable until now. You’re helping them move forward.
- Short-Term & Long-Term Benefits: Show both the short-term (“You’ll save money next trip”) and long-term (“You’ll finally take the vacations you deserve”) results they can expect.
You’re turning education into inspiration.
Pro Tip: Make them say, “I trust this person, and I want their solution.”
5) Most Aware: “I’m ready. Make me an offer I can’t refuse.”
This is where urgency matters. They know your product. They’ve read the emails.
They’re interested, but still hesitating.
Use urgency, scarcity, and social proof to help them decide now…
Add a countdown timer in the offer email with a limited-time bonus.
Highlight what life will be like if they don’t buy.
Share your best testimonial or case study for social proof in the final reminder email.
Example: “This offer expires tonight,” or “Here’s what happened when Sarah finally booked with us.”
People don’t want to be sold, but they love to buy.
Pro Tip: Make it easy for them to say, “Today’s the day! I am going to buy it now.”
It’s Your Move
Most CEOs focus on the last two stages: Product Aware and Most Aware, because that’s where the sales happen.
The trust that drives those sales? It needs to be built way earlier in the Modern Customer Journey.
When you start guiding people from the moment they don’t even realize there’s a problem, you stop chasing and start attracting.
Your messages become magnetic.
And your content stops feeling like shouting into the void.
Because you’re not just selling, you’re leading.
P.S. Whenever you’re ready, here’s how we can help:
- Need help redesigning your Modern Customer Journey? Hire a Fractional CMO who can map the five stages, build the strategy, and execute the tactics at each stage.
- Want to see if we can help? Talk to our Team.
- Looking for more insights? Check out my Creator MBA notes for practical marketing strategies you can apply today.