Eugene Schwartz identified five stages of customer awareness: Unaware (they don’t know they have a problem), Problem-aware (they feel the pain but don’t know solutions exist), Solution-aware (they know solutions exist but not yours), Product-aware (they know your product but aren’t convinced), and Most Aware (they know and trust you – they just need a nudge). Each stage demands radically different copy. Writing a features comparison for an unaware audience is a waste. Leading with the problem for someone who already knows your product is patronising. Identify the stage first, then write.
See also: AIDA; Take a single step; Focus on the reader
From Breakthrough Advertising by Eugene M. Schwartz
Try this
Identify which awareness stage your primary audience sits at. Now check your copy: does it speak to that stage, or does it assume more (or less) knowledge than your reader actually has?
Ideas
Open a ten-minute sprint with Customer awareness stages as your prompt.