Hunt’s client awareness ladder traces the education needs of the subject’s subconscious, and then turns it into a potential buyer.
“The Ladder of Recognition” was invented by Ben Hunt, a marketer who became known as his name and entered as a concept in marketing.
Hunt recommended that customers rank in terms of awareness about your product, about you, about the availability of offers on the market, which could solve their problems.
Ben Hunt customer awareness ladder
The staircase consists of 5 steps. Rising upwards, for each degree a potential consumer approaches the main goal – the solution of his problem by purchasing a product.
And so, together we climb the stairs of the Hunt:
- One: “Carefree condition, no problem.”
- Step two: “The appearance of the problem, the search for an urgent solution.”
- Three: “Decisions are selected, comparing the various options.”
- Step Four: “Choosing the best product that solves this problem.”
- Five: “Purchase of a product.”
“How can you call yourself a marketer if you don’t even know what the Hunt ladder is?” I heard the conversation of the guys sitting next to me at a marketing event.
And it seems that the one who said this was right, because the knowledge of this ladder is really sobering, helping to look at attracting customers and their monetization from the other side.
Only such a categorical sometimes scares me that if you do not know something, then you are not a marketer. The topic is certainly important, but it is impossible to know everything.
Again, this is not a reason to look for excuses and not to learn. Especially, if everything is already in front of you. I’m talking about Ben Hunt’s stairs, she’s in front of you a couple of lines below, 5 minutes of reading and voila, they’ll not tell you exactly that.
BY GENRE TRADITIONS
Probably this is what I would call briefly what Ben is talking about, but it’s hard to understand from the first time. So let’s chew everything up, including the bones.
And for a start, according to the traditions of the genre, a clever description. The marketing ladder Ben Hunt says that at every stage of our development we are aware of the problems, the product, the details.
Simply put, there are different levels of awareness, for example, women over 40 (most) already know how to deal with wrinkles, and girls who are still 12 years old are not even aware of their existence. This is the different steps, only now I voiced two, and there are actually five of them.
Ladder hunt needs pattern
And for a deeper understanding, let’s analyze the basic rules of this thought:
1. The customer buys only at the fifth stage – this is very important;
2. All people start from stage 1, regardless of niche;
3. It is necessary to lead the client through all stages, without jumps, in order for the client to buy.
I hope, at this stage, everything was learned easily. Go ahead.
Is this theory or is it suitable?
Now, when you have an idea about Ben’s theory, let’s analyze in which case it might be useful, and whether it will be useful at all.
And then, because of the large number of common words, it may be thought that this is another institutional theory that cannot be used in the realities of business.
This is a list of tools in which, first of all, you need to use this knowledge, but this list is far from final.
You can also add business cards, flyers, and even non-marketing sales scripts, they are also made on the ladder of recognition of the hunt.
Let’s be more specific …
We are developing a website, namely the landing page, and we have a question – what should be the structure of the landing page. And, for example, if we understand that a person is not yet aware of his problem in the fact that after 3 years he may have wrinkles (as already given the example above)
Then one of the first blocks, we first create a problem in the form of forcing it with the help of images, reviews or videos about what can happen to you if you don’t think now.
And then we sell the benefits. The situation is similar in the cold offer.
Another example. You create an advertising layout, for example, a banner on the main street of your city. And put emphasis on those who already know about the problem and are now deciding which firm (supplier to choose).
In this case, we are not talking about the problem and do not say that you have an innovative solution, but are talking about the benefits of working with you.
HUNT KNOT LADDER – CELEBRATE OF THE CELEBRATION
And now, when you are convinced that this knowledge is necessary, let’s consider it in detail, after which you can immediately understand.
Where have you made mistakes in your marketing activities. For example, we will consider with you our scope of services in the field of marketing.
Stage 1 – The client does not know any problems or about them.
At this stage, we can conditionally distinguish two types of people, again, referring to our example:
There is no difficulty with customers, because there is no business. And this is obviously no business – no problem.
No difficulty with customers, because their product already attracts customers. This happens rarely, but it happens. When a person opened a business, and customers went in droves. In this case, it can be said, he does not know about the problem.
At this stage, it is not recommended to work with clients, because here you will not just have to convince a person to buy from you. Here you will need to first show that he has such a problem, and only then convince you to buy.
Nuance. In some niches without this stage, nowhere. This is especially true of innovation. Therefore, if you are at level 1, I recommend that you first show the problem, and then the solution.
Stage 2 – Search for possible solutions
The business has no customers. I think many are familiar, since everyone starts from this stage. And at this moment any normal owner has a problem – to find a solution.
In such situations, people usually start looking for a solution by typing on the Internet requests that begin with WHY, WHAT or WHAT. For example, “How to attract customers” or “Why hair falls out” (this does not apply to the topic, just for example).
In short, the client is exploring possible solutions to his problems, including whether it can be solved at all.
Here it will be good to catch him with the help of content marketing in the form of articles, infographics and videos. To acquaint in more detail with the problem and to show that there are different solutions.
Stage 3 – Choosing the right solution.
At this stage, the client already knows that it is possible to attract customers using different methods, but which one is the best. What will attract the maximum number of customers and at the lowest price, he does not know.
And since in most cases the budget is limited (the restriction is different for everyone), he, without scattering money, begins to choose.
At this stage, the biggest work with the client is just ahead, since in this case you convey to him the value of your decision.
Comparing your decision with competing solutions with the help of comparative tablets, indications of the advantages and disadvantages and other channels of information reporting.
For example, you are our client and we tell you that it’s better to make a website and launch contextual advertising. A competitor says, let’s create a group in social networks and launch targeted advertising.
As you understand, at this stage you begin to weigh. Moreover, you can weigh very different factors:
1. you can compare the types of traffic (contextual advertising or targeted advertising), 2. types of sites (landing page or group in social networks),
3. types of information presentation (video, audio or image).
Stage 4 – product selection
Social network or website? I choose a site. You decided, as our client. Well, we make the site. But sites are different, you can make the Landing Page, and you can make a regular multipage website. OK OK.
Imagine that you immediately decided on the Landing Page. But it also happens differently: animated, not animated, with video or without video, with integrated CRM or not, etc.
In fact, at this step, the client compares different offers within the same solution. Compares, or selects for themselves.
And people’s thoughts now look like this: “Why Landing Page?”, “Which is better: multilending or landing?”
Stage 5 – supplier selection
If we do not think about the degree of recognition in the development of promotional materials, we automatically do the fifth stage, when the client knows the problem, knows the solutions and even determined the appropriate option for him.
In our case, we will continue the story that he chose the Landing Page + contextual advertising. But we are well aware that we are not the only company that provides such services in the market.
Therefore, he now begins to choose among companies, brands.
And just here we begin to talk about the fact that we have the best company, the best service, the most friendly staff and the most delicious cookies.
Including syp shares, spec. offers, sales, to attract the future beloved customer.
Important! At this stage, there is no need to aggravate the problem, he knows it so well. Here you need to bring the pros about you.
Hunt’s ladder seems to be a light topic, and seemingly complex. But one thing is for sure – we recommend using it, or, at least, to think about what stage the customer is for whom the advertising material is being made.
And in practice, most likely you will do advertising for people who are at stages 4 and 5. And the best solution to start will be the use of an adjacent option. This is when you talk about the product and your company.
With proper skill and a suitable niche, it is possible to take a client from stage 1 to stage with one advertising material. In particular, this is easy to do with a product of impulse demand.