The most consistent blind spot we see when we're auditing 7–9 figure ad accounts?
Far too often, brands focus way too much on product-aware and most-aware messaging.
🧠 Most brands are ignoring 3 key stages of the buyer journey:
- Problem unaware
- Problem aware
- Solution aware
These are huge audiences with high potential and the fuel which will grow your brand.
But they get skipped because the creative feels harder to make, and the results take longer to see.
That’s the trap.
You can’t scale if you only sell to people who already know you.
What we’re seeing:
Across most audits, brands are drowning their ad accounts in product-led messaging:
- 80–90% of spend goes to offer overlays, testimonials, and feature-led carousels
- No storytelling. No explanation. No education. No strategic build-up.
→ Result: performance fatigue, limited reach, and zero compounding.
Here’s what you need to do:
Start building for all 5 stages of awareness, not just the bottom two.
That means content that speaks to:
- People who don’t yet know they have a problem
- People actively looking for a better solution
- People who’ve tried other things and been let down
And yes, this creative is harder to make but it’s also 10x harder to compete with.
Here’s what that content might look like:
- Education-led explainers (why the category’s broken)
- Emotional storytelling (before/after journeys)
- UGC that speaks to scepticism (“I didn’t think it would work because…”)
- Side-by-sides, FAQs, founder POVs
When you focus only on the most aware, you’re just pitching.
When you build for all 5 stages, you’re telling a story and scaling with depth.