The more educated a customer is about a product, the more they’ll understand what they are looking for—and therefore be more likely to buy it.
Imagine a reader who thinks they like science fiction books, as compared to one that can specifically tell you they love sci-fi military space marine adventures. The latter is more likely to know what they are looking for and quicker to buy the book when they see it.
While more people may type “science fiction” into Amazon’s search box, there is more money being made (per search) for the phrase “sci-fi military” and even more for “space marine adventures.”
Readers start their journey in a very broad sense, and over time, as they gain experience and understand more about what they are looking for, they refine their searches. By understanding the awareness level of a reader, we can better position our books or better craft content on our author websites that not only brings in more potential readers, but helps convert them into long-term fans. This all begins with the understanding of the five levels of awareness.