Creating Content That Sells: 9 Top Lessons From a Conversion Copywriter | Content Marketing and Curation for Small Business | Scoop.it
Pain Aware people respond to seeing solutions to their pain, or even their pain itself.
Solution Aware people respond to high-level benefits -- so don’t think of the problem, folks, think of the solution.
Brand/Product Aware people want to see the biggest and best benefit your product has to offer before you introduce them to the rest of the benefits. They love the phrase "But wait, there’s more!"
Problem Aware people realize they have a problem ... but they have no idea how to solve it. 
Completely Unaware people are more clueless about their problems than Alicia Silverstone in the ‘90s.