how to convert more people to your religion/cult/brand using the market awareness matrix

Quick caveat before we dive in: if you're sensitive about religion, maybe don't read this. I'm just using a personal example to illustrate a marketing principle, not making statements about anyone's faith. I have nothing against anybody. This is about human psychology, not theology.

the church visit

I recently went to church to support a friend who was getting baptized. Since I was born in a Christian family (though some real Christians might disagree with me on my Christian status—whatever, that's besides the point), I was there to show my support for his important day.

While we were talking after the ceremony, he turned to me and asked, "So have you tried sharing your faith?"

I was a bit confused, "What do you mean? Have you tried sharing?"

"You know, there are a lot of people and everything..." he explained, suggesting evangelism.

"Well," I said, "I don't sell to somebody who doesn't want to be sold."

For some reason, he didn't take that well. He thought I was wrong, and I completely understand where he was coming from. But this interaction perfectly illustrates something I understand that he didn't—the concept of market awareness.

Because here's the thing: when you're living a good life, when you're feeling completely blessed, most of the time you don't actively search for solutions or for God. The people who tend to become very religious often have experienced serious problems or emptiness in their lives, which drives them to search for something.

I'm not saying blessed people aren't religious—I'm beyond blessed myself and I still believe in God. But there's a natural human psychology at work here that applies directly to business and marketing.

Someone who is blessed, who has preconceived beliefs, and who isn't searching for a solution won't be receptive to listening to you preach about God, gospel, or whatever you're selling.

This is the challenge many enthusiastic religious people face. If they understood market awareness, they might be able to share their message more effectively with people who are actually receptive to it.

But this insight isn't just about religion—it's about your business as a whole.

don't sell to people who don't want to be sold

This seemingly simple principle—don't sell to people who don't want to be sold—is actually a sophisticated concept in marketing called "market awareness levels."

According to Eugene Schwartz (one of the greatest copywriters who ever lived), there are five different market awareness levels. In a simplified modern version, they are:

1. Unaware - They don't know they have a problem

2. Problem Aware - They know they have a problem but don't know solutions exist

3. Solution Aware - They know solutions exist but don't know about your solution

4. Product Aware - They know your product exists but aren't sure if it's right for them

5. Most Aware - They know your product and only need to know the deal

Understanding these levels is critical because your messaging needs to match where your prospect is on this awareness spectrum.

the market awareness message matrix

Here's where it gets really powerful. Depending on where someone is on the awareness level, you have to fit the message specifically for them. I call this the Market Awareness Message Matrix.

Let me break it down:

unaware market → talk about the problem

If somebody is unaware, your message should focus on identifying the problem. You have to start by asking, "Hey, do you experience this problem in your life?"

If you start with "Hey, I want to sell you something" or "Christianity is the way to go," it's not going to work. It won't resonate with them.

You need to open up the unaware market by helping them realize they have a problem first. That's the first belief point they need to have: "Hmm, I think I might have a problem here."

problem aware → agitate the problem

Once they're problem aware, what you do is agitate this problem.

If it's Christianity, you might say, "Do you feel like life is always quite bad?" Then you agitate it: "You see, the world is getting worse. You're losing money, you can't get a job, your children are sick..."

You agitate the problem because this makes them search for a solution.

solution aware → invalidate other solutions

Now they're searching for solutions. They might look into different religions, philosophies, books, maybe even cults—anything that might solve their problems.

Here, your job is to invalidate all these other solutions:

• "This religion is not good because of X."

• "This philosophy is flawed because of Y."

• "Trying to do everything on your own only goes so far—you're not self-sustaining."

You're invalidating all other solutions to position yours as the best option.

product aware → talk about your solution

When they become product aware, you introduce your specific solution—maybe a religion or whatever you're selling—and you explain why it's good. What makes your offer special? Why is your product the answer they've been looking for?

most aware → make the offer

Finally, they're fully aware and ready to buy. This is where you make the specific offer and close the deal.

why this matters for your business

Understanding market awareness will not only help you sell more of your products and offers, but it will also make your marketing tighter and more persuasive.

The same applies if you have the “good news” you want to share with people.

Understanding this concept will allow you to convert more people to your way of thinking.

This is the missing piece in a lot of religions and particularly with many “enthusiastic Christians”. Their pushing and showing of enthusiasm, while coming from good intentions, tends to shun people off because they're not understanding this concept and applying human psychology to their communications.

the real-world example: the airbnb disruption

To make this concrete, let's look at how Airbnb used these awareness levels to disrupt the hospitality industry.

When Airbnb launched in 2008, most travelers were completely unaware that there could be an alternative to hotels. They didn't know they had a "problem" with traditional accommodation options.

Here's how Airbnb's approach mapped to the awareness levels:

1. Defining the problem: "Hotels are expensive, impersonal, and keep you isolated from the real culture of the places you visit."

2. Agitating the problem: "You're paying premium prices for cookie-cutter rooms in tourist zones, missing out on authentic experiences, and spending money on facilities you don't even use."

3. Invalidating other solutions: "Hostels lack privacy. Vacation rentals require long commitments. Staying with friends limits your options to where you know people."

4. Presenting their solution: "Stay in unique homes, hosted by local people, in the heart of neighborhoods you wouldn't experience otherwise."

5. Making the offer: "Book these authentic experiences for less than the cost of a hotel, with the security of a platform that protects both guests and hosts."

As travelers became more aware of this alternative accommodation category, Airbnb's messaging evolved. They no longer needed to educate people about the concept—they could focus on differentiating their platform from competitors and highlighting specific properties and experiences.

This strategic messaging approach helped transform Airbnb from a quirky startup to a company that fundamentally changed how people think about travel accommodation.

applying this to your marketing

Here's how to use this in practice:

1. Identify where your audience is on the awareness scale. Are they completely unaware of their problem? Are they problem aware but unsure of solutions? Or are they already comparing products? btw your whole market is in all the awareness levels. You’re only choosing the awareness level for your chosen marketing asset (ad, email, landing page) to fit match where they are in the journey.

2. Match your message to their awareness level:

   1. For unaware prospects: Focus on defining the problem first

   2. For problem aware: Emphasize the urgency of solving the problem

   3. For solution aware: Compare solutions and explain why yours is superior

   4. For product aware: Detail the benefits of your specific solution

   5. For most aware: Simply make your offer

3. Adapt your marketing channels accordingly:

   1. Cold traffic ads might need to start with problem identification

   2. Retargeting can focus on your solution and offer

   3. Email sequences to your list can move through the entire PAISA sequence

   4. Long form sales pages, VSLs, webinars your marketing piece goes through the whole journey starting from unaware ending with your offer.

the power of message-to-market match

When you match your message to your market's awareness level, magic happens. Your conversion rates increase, your messaging feels more relevant, and people don't feel like they're being "sold to."

Understanding this concept is like having a master key to persuasion and influence. It works whether you're selling software, services, religion, or ideas.

People like to buy but they don’t want to be sold. So don't sell to people who don't want to be sold. Instead, understand where they are on the awareness spectrum, and meet them there with the right message at the right time.

That's how you convert without being pushy. That's how you persuade without preaching. That's how you sell without selling.