Ben Hunt's Ladder of Recognition

[aminaas1576]

STEP 3. ENTER THE ANSWERS INTO THE TABLE

We suggest adding a column “What we will do” to the table. It will help you understand how you will interact with the audience in advertising. That is, this is a ready-made instruction for action. Download and fill out this table for audience segmentation using the Khramatrix method .


This technique is perfect for launching ads on VKontakte and myTarget using the Key Phrases and Contextual Targeting sections.

The ladder of recognition implies that the buyer always consistently goes through 6 stages-steps . At the zero step, the person does not yet realize the problem, and at the first step, he realizes it, but does not australia email list look for solutions. Therefore, let's start with the second one. We segment the audience using the example of a weight loss service from a nutritionist.

1. Describe the audience's path and thoughts on step 2 of the ladder

The buyer googled and found several ways to solve the problem, and is now comparing them.

Let's say he read about how to lose weight with the help of exercise, diet, nutritionist and pills. Now he is trying to understand which of these is more effective and more suitable.


2. Describe the audience's path and thoughts on the 3rd step of the ladder

At step 3 he has already chosen a solution and is googling the details.

For example, a person is interested in a nutritionist. Now he can google more about how and what nutritionists work with.