Master L&D Market Awareness

4 minutes to read

Most businesses make a critical mistake.

They focus on the tiny percentage of people actively searching for solutions—completely ignoring the massive opportunity right in front of them.

The truth?

The vast majority of your potential clients aren’t looking for a solution... yet.

If you want to win as an L&D consultant, you need to meet your audience where they are — not where you wish they were.

That’s where market awareness comes in.

Why Market Awareness Matters

People don’t buy because they understand you.

They buy because they feel understood.

Most consultants get this backward. They spend 90% of their messaging shouting about their amazing solution, leaving only 10% focused on the client’s pain.

Flip the script.

Understanding your market’s level of awareness allows you to position yourself as the obvious choice—at the right time, with the right message.

The Five Stages of Market Awareness

Marketing legend Eugene Schwartz outlined five stages of awareness, each representing how much your client knows about their problems and possible solutions.

Master these, and you’ll know exactly how to tailor your approach.

1. Problem Unaware

Your clients don’t even realize they have a problem. They’re going about their day, oblivious to the inefficiencies holding them back.

Your move: Create content that highlights potential pain points and gets them thinking.

2. Problem Aware

Now they recognize the problem but haven’t considered solutions. They know something’s off but aren’t sure what to do next.

Your move: Educate them about the impact of their problem and show them why it’s worth solving.

3. Solution Aware

They’re aware solutions exist but don’t know which one is right for them. They’re starting to research their options.

Your move: Position yourself as the trusted guide, highlighting different solutions and their benefits.

4. Product Aware

They know about you, but they’re not sold yet. They’re weighing their options, comparing you to competitors.

Your move: Differentiate yourself with case studies, testimonials, and clear value propositions.

5. Most Aware

They’re ready to buy—they just need a little nudge. The right offer, timing, or incentive can seal the deal.

Your move: Use urgency, social proof, and clear calls to action to close the sale.

Tailoring Your Approach

Now that you know the stages, how do you use them to your advantage?

Two strategies work like a charm:

Strategy 1: Lead with the Ultimate Result

Instead of selling the how, sell the what.

Example: "We’ll reduce churn for your Healthcare SaaS by 50% in the next 12 months."

Even if they don’t know their problem yet, they’ll be intrigued. Once you have their attention, guide them through what they’re missing and why your solution matters.

Strategy 2: The Educational Approach

Grab their attention with a bold statement:

"If you’re not streamlining customer education, you’re leaving $100K+ on the table. Want to see how?"

This logical approach proves the value upfront, making the sale easier down the road.

Meeting Clients Where They Are

Most consultants market to the wrong crowd.

They chase the tiny group actively seeking solutions, ignoring the larger audience still figuring things out.

The biggest opportunity?

Engaging those who haven’t fully realized their problem yet.

Your job is to educate, nurture, and move them through the awareness stages.

Here’s how:

• Top of Funnel (Problem Unaware & Problem Aware): Awareness-building content that sparks curiosity.
• Middle of Funnel (Solution Aware): Solution comparisons and value-driven insights.
• Bottom of Funnel (Product Aware & Most Aware): Persuasive offers and clear calls to action.

The Power of Feedback Loops

Want to dial in your messaging even further?

Listen.

Engage with your market, gather feedback, and use it to refine your approach. The better you understand their awareness level, the more effective your messaging becomes.

When your offer aligns with their level of awareness, sales calls become easier, prices go up, and you attract better clients.

The Bottom Line

Mastering market awareness isn’t a one-time thing.

It’s an ongoing process of adapting, refining, and positioning yourself to meet clients where they are.

The L&D consultants who understand this will thrive.

Are you ready to step up and claim your space?