Market awareness = how close your prospect is to buying your product. There are 5 stages: • Unaware (largest, coldest) • Problem Aware • Solution Aware • Product Aware • Aware (smallest, hottest) Each stage needs different messaging. Here's the breakdown:

Stage 1: UNAWARE Your prospect doesn't know they have a problem. Rules: → Call out a symptom (NOT the problem) → Show a big win or hidden fear → Never mention your product, problem, or desire in the hook Example (dog arthritis supplement): Hook: "Remember when your best

Stage 2: PROBLEM AWARE They know their problem but don't know the solution exists. Rules: → Call out the diagnosed problem in your hook → Focus on the pain they're experiencing → Bridge to your solution category Example: Hook: "Is your dog's arthritis making simple walks

Stage 3: SOLUTION AWARE They know the solution exists but don't know about YOUR product. Rules: → Call out the solution type (e.g., "joint supplements") → Paint the picture of their desired state → Do NOT talk about problems or pain points Example: Hook: "The joint

Stage 4: PRODUCT AWARE They've seen your ads and visited your site. They know your product and price. Now they lack TRUST. Target with: → Customer testimonials → Objection handling → Competitor comparisons → Authority/PR mentions → FAQ content Example: Hook: "WARNING:

Stage 5: AWARE They're sold on you. Just waiting for the right moment (usually price). Rules: → Simple offer callouts → Urgency/scarcity → Direct CTAs Example: "30% off our joint care chews - Black Friday only. Sale ends at midnight." That's it. No story needed. Size:

How to write scripts for each stage: Use AI (Claude) with this prompt structure: "My ideal customer [describes their awareness level]. Our product [brief description]. Please write me 10 big promise hooks as Dan Kennedy." Adjust the prompt based on the stage you're targeting.

The production process: 1. Write scripts for all 5 stages 2. Add B-roll directions to each line 3. Hire creators (use platforms like Insense - $50-100/video) 4. Launch with 3 visual variations per script 5. Test 1 script per ad set This gives you systematic creative testing

Where to start: Beginner approach: Start at Aware, work backward to Unaware Advanced approach: Start where your research shows the biggest gap Most brands neglect Unaware and Problem Aware stages - that's where scale comes from.

Key insight: The reason most ad accounts plateau at $30-50K/month is they only have 3-5 concepts running. All targeting the same awareness stage (usually Product Aware). To hit $1M/month, you need 15-20+ concepts across ALL 5 stages continuously testing.

Real results using this system: • Men's clothing: $380K → $1.86M/month • Wall art: $130K → $1.1M/month • Supplement: $1.4M in 6 months • Kids sports: $30K → $6M in Q4 • Medical subscription: 270K+ leads, $9M+ spend The framework works across industries.

The biggest mistake: Treating all audiences the same. Someone who's never heard of you (Unaware) needs completely different messaging than someone who visited your site 3 times (Product Aware). Match your message to their mindset = higher CTR, lower CPA, better ROAS.

Action steps: 1. Audit your current ads - what stage do they target? 2. Identify which stages you're missing 3 Write 2-3 scripts for your weakest stage 4. Get them produced (UGC or in-house) 5. Launch and test Start filling the gaps in your awareness funnel.

This is the exact creative strategy behind multiple 8-figure DTC brands. Not complicated. Just systematic. Build creative for all 5 stages. Test continuously. Scale what works. That's how you break through plateaus and hit $1M/month.

Want us to build the entire Q4 creative system for you? → If you're doing $100K+/mo, we'll run your ads + produce all the creatives → If you're under $100K/mo, join my Inner Circle and I'll walk you through it step-by-step DM me "Q4" or apply here: https://go.theriotsolutions.co...

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@nicktheriot_ The CEO of value