Pitch aware.

Sometimes, message consistency isn’t helpful.

Here’s why. 👇🏽

Your prospects are at different stages of awareness.

And not every donor or customer knows the same thing about a problem, the potential solutions, or your brand.

So use this 5-stage framework to tailor your next pitch:

𝗨𝗡𝗔𝗪𝗔𝗥𝗘

→ Prospects aren’t conscious of the challenge or issue.

→ Introduce the problem but don’t waste time selling to this group.

→ Offer value through informational and educational content.

𝗣𝗥𝗢𝗕𝗟𝗘𝗠 𝗔𝗪𝗔𝗥𝗘

→ They recognize the issue but are unaware of potential interventions.

→ Emphasize the gravity of the challenge. Agitate the pain.

→ Gently guide them toward viewing your initiative as a potential solution.

𝗦𝗢𝗟𝗨𝗧𝗜𝗢𝗡 𝗔𝗪𝗔𝗥𝗘

→ They’re conscious that interventions exist, but aren’t familiar with yours.

→ Clearly position your organization as a potential answer.

→ Showcase your approach and share success stories or testimonials.

𝗣𝗥𝗢𝗗𝗨𝗖𝗧 𝗔𝗪𝗔𝗥𝗘

→ Individuals know your work, but aren’t convinced it’s the best.

→ Detail unique aspects, benefits, and impact of your products or programs.

→ Address common reservations and emphasize unique attributes.

𝗠𝗢𝗦𝗧 𝗔𝗪𝗔𝗥𝗘

→ These donors or customers are primed for funding.

→ Keep your messaging concise.

→ Use gentle prompts to guide them toward deeper engagement.

Sound too complicated?

It’s not.

Just think — next time you’re going into a fundraising conversation or writing some marketing copy — where is this prospect in their awareness cycle?

Then deliver the right pitch to them.

Your goal is to move donors and customers to the next level of understanding and engagement.

The ultimate aim:

Turning vague awareness into tangible action.

Because consistency is comfort.
But variety is victory.

Choose wisely.

💪🏽💛

(𝘍𝘳𝘢𝘮𝘦𝘸𝘰𝘳𝘬 𝘴𝘰𝘶𝘳𝘤𝘦: 𝘵𝘩𝘦 𝘤𝘭𝘢𝘴𝘴𝘪𝘤 𝘣𝘰𝘰𝘬 𝘉𝘳𝘦𝘢𝘬𝘵𝘩𝘳𝘰𝘶𝘨𝘩 𝘈𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘪𝘯𝘨)

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The Daily Bonus

Lots of versions of this 5-stage framework, popularized by Eugene Schwartz in his 1966 book Breakthrough Advertising.

Here’s another good one that includes marketing channels and KPIs to track:

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