Stages of Awareness Explained

You're getting distracted and you don't even know it. Your attention gets grabbed, you become interested, and suddenly you're doing things that weren't on your plan.

I'm going to walk you through two advertising principles that explain exactly how this happens. One shows how your mind naturally works. The other shows where you are right now.

Understanding these will change how you move through your day. You'll see why you drift off course and how to use your own brain to stay focused on what actually matters.

Featured Story

The other day I was driving and the red lights came on my dash. Temperature dropped to 31 degrees here in Florida.

I became acutely aware that I had a problem. Low tire pressure.

So now I'm thinking about where to get free air. Because free air is hard to find these days. But I know one place that has it.

That's the whole process right there. I went from completely unaware to taking action because I understood exactly where I was in the awareness stages.

Important Points

• Your attention gets grabbed all day long by bosses, friends, and advertisers using the AIDA model—they get your attention, build your interest, create desire, and move you to action before you realize what happened.
• You can be in one of five awareness stages right now: completely unaware of your problem, aware something's wrong, looking for solutions, knowing which product or person can help, or actively implementing solutions across your whole life.
• The same mental process that distracts you can work for your benefit when you deliberately use it to grab your own attention and stay interested in what moves you toward your big-ass goal.

Memorable Quotes

"Something's going to get your attention today, and after that, you're going to become interested. You're going to go, oh, what's that?"

"You can be interested and desire things that maybe aren't good for you or maybe take you totally off track, and now you find yourself going down that road instead of the other road you wanted to go down."

"It's built into your brain. It'll make you sane."

Scott's Three-Step Approach

1. Track your awareness level daily by asking yourself what's grabbing your attention and whether those things align with where you want to go instead of drifting through your day on autopilot.
2. Identify which awareness stage you're in for each area of your life—are you unaware, problem aware, solution aware, product aware, or most aware—so you know exactly what you need next.
3. Deliberately use the AIDA model for yourself by choosing what gets your attention, staying interested in things that matter, building desire for your actual goals, and taking action on your terms.

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