Hunt's ladder
Hunt's ladder - 5 stages of customer awareness: from “no problem” to “I choose a product.” Each stage has its own content and offer.
Hunt's ladder is a model of five stages of client awareness. Stage 1: no problem. Stage 2: there is a problem, I don’t know the solution. Step 3: I compare solutions. Step 4: choose a product. Step 5: I choose a seller.
The main benefit of the ladder is that it explains why the same offer works for one audience and fails for another. A person from stage 5 needs price and conditions. For a person from stage 2, the price is not important at all - he has not yet realized that he has a problem. Hitting “buy now” on the lower steps is draining the budget.
In practice, the ladder defines the content and channels. The top steps are comprehensive content and benefits that generate demand. The lower ones are performance and trade formats, which are already in hot demand. This is especially noticeable on marketplaces: I analyzed the application to cards in an article about Wildberries and Ozon.
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