The Client Awareness Journey - 5 Phases Towards Working With You

As coaches and consultants, we’re not just in the business of personal and professional transformation; we’re also guiding potential clients through what I call the “Awareness Journey.”

The model originated from Eugene Schwartz’s 1966 “Breakthrough Advertising” book, where he introduces the five stages of customer awareness. I’ve adapted it for the transformational process of coaching and consulting.

When you understand these 5 Awareness phases, you can tailor your message, connect with potential clients on a deeper level, and ultimately help them achieve the transformation they would love.

Throughout the explanation of the framework I’ll use 2 soulpreneurs as examples — a relationship coach, and an executive leadership consultant.

The Five Phases of Client Awareness

1. Unaware

• Description: At this initial phase, individuals are often feeling a subtle undercurrent of dissatisfaction in their lives… a sense that something’s amiss. They haven’t yet identified the root cause of this feeling, let alone considered that coaching or consulting could be the answer.

  • Relationship Coach Example: An individual feels their relationship is unfulfilling or problematic but can’t pinpoint why. They’re unaware of the specific dynamics at play, including their own listening habits. They might think, “My partner and I just don’t connect like we used to…” or “I often feel frustrated in this relationship.”

  • Leadership Consultant Example: A high-achieving executive feels a growing sense of unease and burnout, despite their impressive career trajectory. They attribute it to the demanding nature of their industry, not realizing they lack effective leadership strategies for navigating increasing complexity and pressure.

• Marketing focus for this phase:

  • Content Themes: Share content that explores universal themes, such as: purpose, healthy relationships, finding meaning in life, and effective leadership.

  • Questions to Explore: Provoke reflection with questions like “What if you could have the relationship of your dreams?” or “What’s your leadership legacy?”

  • Storytelling: Share relatable stories of individuals who improved their relationships or leaders who transformed their teams… introducing the idea that change (in a situation like theirs) is possible.

  • Introduction to Growth: Make subtle introductions to the concept of personal and professional growth, without promoting the modalities of coaching or consulting.

2. Problem-Aware

• Description: A triggering event — a major argument, a specific incident, feedback from others, or a growing sense of frustration — jolts the individual awake. They recognize that a problem exists within their relationship or leadership style. The vagueness of the unaware phase has crystallized into a specific issue they can now name.

  • Relationship Coach Example: Our individual has a major argument with their partner where they feel completely unheard and misunderstood. At this phase, they might believe that it’s their partner’s lack of listening that is the problem.

  • Leadership Consultant Example: Our executive receives critical feedback in a 360-degree review, highlighting their struggles with delegation and team communication. This forces them to acknowledge their leadership shortcomings, even if they are not yet looking for solutions. They might be thinking, “I’m failing as a leader,” or “I can’t keep up with everything.”

• Marketing Focus:

  • Acknowledge Struggles: Create content that directly addresses common relationship or leadership challenges, such as poor communication, lack of empathy, difficulty delegating, or ineffective feedback.

  • Empathy and Validation: Use empathetic language that resonates with their emotional state.

    • Relationship Coach Example: “Feeling unheard in your relationship? I’ve been there before.” or “It feels lonely when you don’t feel heard by your partner.”

    • Leadership Consultant Example: “Feeling overwhelmed and like your team isn’t performing? It’s a surprisingly common challenge leaders face.” or “It is a heavy burden when you feel like your leadership is not working.”

  • Keywords: Focus on problem-focused keywords that potential clients might use when searching to understand their issues online (e.g., “why does my partner not listen to me,” “why is my team underperforming,” “signs of poor leadership,” “feeling overwhelmed as a leader”).

3. Solution-Aware

• Description: Having identified the problem, the individual now begins to explore potential solutions. They’re not necessarily looking for paid services yet, but they’re open to learning and gathering information. They might start with free resources like articles, blog posts, videos, or tips shared on social media. This is where they begin to encounter the idea of professional help (coaching, consulting, therapy) as a potential avenue for more significant, lasting change. They move from asking “What is the problem?” to “How can I solve this problem?”

  • Relationship Coach Example: Our individual, recognizing the need for better communication, starts searching online for “how to improve listening in a relationship” or “communication tips for couples.” They read articles and watch videos on active listening, and might even download an e-book on the topic. They start to see that there are techniques and strategies they can learn, and they may begin to consider that professional guidance could be beneficial.

  • Leadership Consultant Example: Our executive, acknowledging their leadership shortcomings, begins to explore resources on effective delegation, team building, and communication. They might search for “how to be a better leader,” “how to delegate effectively,” or “improve team communication.” They read blog posts, watch TED Talks on leadership, and perhaps sign up for a free email course on management skills. They are likely encountering the idea of leadership coaching for the first time.

• Marketing Focus:

  • Provide Valuable Free Content: Offer genuinely helpful information and resources related to the problems you help solve. This could be in the form of blog posts, articles, videos, or free webinars.

  • Introduce the Idea of Professional Help: Gently introduce the possibility of coaching or consulting as an effective and personalized solution compared to generic advice. You can do this by mentioning your approach in a blog post, or by sharing a client’s success story in a way that feels aligned to the content and not salesy.

  • Content Examples: “5 Deep Listening Techniques to Transform Your Relationship” or “How To Delegate Effectively: Get More Done and Empower Your Team.”

  • Keywords: Focus on solution-oriented keywords that potential clients might use when searching for free advice (e.g., “tips for better listening,” “how to improve communication,” “free leadership advice,” “delegation strategies”).

4. Niche-Aware

• Description: The individual has now decided that professional guidance is the best path forward and starts to evaluate different types of interventions such as coaching, therapy, consulting, or workshops. Because they’ve likely been consuming your content during the Solution-Aware phase, they are also specifically evaluating your services and programs. They are comparing your approach, niche, testimonials, and pricing to others. They are likely consuming a lot of your content to determine if you are the right fit for them, and if the investment is worthwhile. The questions they have now are not “Is this the right solution?” but rather “Is this the right type of intervention?”, “Is this the right coach/consultant for me?” and “Can I afford this help at this time?”

  • Relationship Coach Example: Our individual is now seriously considering coaching or therapy to improve their relationship. They are researching different coaches who specialize in communication and relationship issues. They are reading your blog, listening to your podcast about non-violent communication, evaluating your coaching packages, and comparing your prices and approach to therapists or other relationship coaches. They’re thinking, “Do I need therapy, or would coaching be a better fit? Is this coach’s approach right for me? Can I afford their program?”

  • Leadership Consultant Example: Our executive has decided to invest in professional development but is evaluating whether executive coaching, a leadership workshop, or a consultant-led team intervention is the best approach. They are reviewing your website, reading your case studies about improving team performance through better delegation, comparing your consulting fees to other leadership development programs, and thinking, “Would one-on-one coaching be more effective than a group workshop? Is this consultant’s experience relevant to my industry? Is the program worth the investment?”

• Marketing Focus:

  • Showcase Your Expertise and Unique Value Proposition: Clearly articulate what makes you different and why you’re the best choice for your ideal client. Highlight your specific methodology, experience, and the results you help clients achieve.

  • Differentiate Your Services: Clearly explain the differences between different types of interventions (e.g., coaching vs. therapy, individual coaching vs. group workshops) and why your approach is particularly effective.

  • Niche Expertise: Showcase your deep understanding of your client’s specific needs and aspirations, whether it’s improving listening skills for better relationships or developing specific leadership competencies.

  • Social Proof: Share testimonials, case studies, and success stories from clients who have achieved their goals with your guidance, emphasizing the specific type of intervention taken (e.g. group coaching, 1:1 coaching, etc.)

  • Personal Connection: Offer a free discovery call or consultation as a low-pressure way for them to connect with you personally and assess the fit. This is often the most effective way to address their specific questions and concerns.

  • Address Concerns: Proactively address common objections and provide reassurance regarding pricing, payment options, time commitment, and the value you provide.

  • Value Justification: Clearly articulate the value you deliver and how it translates into tangible benefits for your clients, focusing on lasting transformation, improved relationships, career advancement, and increased earning potential.

  • Flexible Options: Offer different program structures, payment plans, or packages to make coaching or consulting more accessible.

5. Action-Aware

• Description: The individual is ready to take the leap and commit to your coaching or consulting program. They are excited, motivated, and prepared to embark on a journey of self-discovery and growth. As they experience positive changes and achieve their goals, they may even become advocates for your services, referring others to you.

  • Relationship Coach Example: Our individual signs up for your coaching program, feeling a mix of excitement and determination. They are eager to break through their communication barriers, improve their listening skills, and realize their full potential in their relationship.

  • Leadership Consultant Example: Our executive enrolls in your leadership development program, feeling energized and committed to becoming a more effective leader.

• Marketing Focus:

  • Seamless Onboarding: Provide a smooth and welcoming onboarding experience, ensuring they have all the necessary resources and support to get started.

  • Relationship Building: Nurture the relationship from day one, fostering open communication, trust, and a strong coach-client or consultant-client partnership.

  • Ongoing Support: Check in regularly, celebrate their progress, and address any challenges they encounter.

  • Client Advocacy: Encourage satisfied clients to share their positive experiences through testimonials or referrals.

How Do I Know Which Phase My Audience Is In?

Knowing where the majority of your audience is, in their Awareness Journey, allows you to tailor your content and marketing for deeper impact. Here are a few ways to determine their overall phase:

Website Analytics: Analyze which pages on your website are most visited.

• Unaware: People in the Unaware phase are unlikely to be on your website unless they’ve been referred or stumbled upon it through very broad content. If they are on your website, they might be looking at your “About” page or your personal story, trying to understand who you are and what you’re about. They are not yet searching for solutions or even fully aware of their problems. They might be attracted to content that resonates with their vague feelings of dissatisfaction or aspirations for a better life/career but doesn’t necessarily mention coaching or consulting. However, they probably will not yet want to visit a website that focuses on coaching, consulting, so it’s best to reach them via social media or referrals.

• Problem-Aware: Increased traffic to pages that discuss common problems or challenges (e.g., “Signs of a Toxic Relationship,” “Common Leadership Mistakes”) indicates people are in the Problem-Aware phase.

• Solution-Aware: Visitors spending time on pages with free resources, tips, and advice (e.g., “5 Ways to Improve Your Communication,” “Delegation Strategies for Leaders”) are likely exploring solutions. This is where they might start to encounter concepts like mindfulness or emotional intelligence presented as potential tools for self-improvement.

• Niche-Aware: You’ll notice that a lot of the traffic to your website lands on your services, testimonials, and case studies. This indicates that visitors are comparing options and considering an investment.

Social Media Engagement: What kind of content gets the most engagement?

• Unaware: If most of your audience responds to only inspirational quotes, easily-relatable personal stories, and general advice, they might be in the Unaware phase. But also test content in the other phases to see if it resonates…

• Problem-Aware: Engagement with content that addresses specific problems and challenges, including stories of people (or yourself) struggling with that problem, suggests they’re in the Problem-Aware phase.

• Solution-Aware: Liking, commenting, and sharing content related to tips, advice, and free resources indicates a Solution-Aware mindset.

• Niche-Aware: Asking specific questions about your coaching/consulting process, approach, or pricing suggests they’re in the Niche-Aware phase.

Surveys and Polls: Directly ask your audience about their challenges, goals, and where they are in their journey. Use surveys, polls, or quizzes on your website or social media platforms. For example, you can ask: “What’s your biggest challenge in your relationships right now?” (Problem-Aware) or “What’s holding you back from seeking professional help to improve your leadership skills?” (Solution-Aware or Niche-Aware).

Direct Conversations: Pay attention to the questions people ask during free consultations or introductory calls. Their questions will often reveal their level of awareness.

• Unaware: They might express general dissatisfaction or share their struggles without connecting them to a specific problem. They might say, “I just feel stuck,” or “I don’t know what’s wrong, but I’m not happy.” They may be very hesitant to speak with you, thinking that they do not need or cannot afford your services.

• Problem-Aware: “I’m struggling with [problem]…do you have any advice?”

• Solution-Aware: “What are some strategies for improving communication?” or “How can I become a more effective delegator?”

• Niche-Aware: “How can coaching help me specifically with [problem]?” “What’s your specific approach to relationship coaching?” or “How does your leadership program compare to others?”

Recognizing that individuals go through distinct stages of awareness before taking action, we can now tailor our message and provide the right information at the right time.

We can meet them where they are, offering truly resonant content. By doing this more effectively, we grow our businesses, and also make a deeper impact on our audiences even before they decide to work with us.

This post was written in partnership with Gemini 2.0 — prompted & edited by George Kao.