This is most people in your target market, especially when you’re new. We have to convert as many of these people as possible, as quickly as possible, into the “Aware” ring. We do that with Brand Awareness campaigns, not offers (sending offers to this group is a huge beginner mistake).

People who are aware of you are one step away from being part of your tribe. A few more solid “touches” and they’re in, but hit this group with offers too soon and you might turn them away.

This group is primed to convert so this is who we show core offers to the most. This is also the group we can easily and inexpensively reach through distribution channels you own.

This group is officially “in” with you, but you’re not done with them. We can scale your lifetime customer value and help you build a stronger, more profitable business by moving this group up your value ladder and continuing to engage with them strategically.

This group loves your brand. We need to focus on amplifying this group’s sentiments with testimonials, case studies, and referral recruitment. By continuing to engage this group, we can build a library of powerful trust content which can then be distributed strategically to the other rings to increase conversions throughout the entire pipeline.