The Modern Customer Journey #3 - Problem Aware to Solution Seeker

Understanding the Problem-Aware Stage

Picture this: You suddenly realize your vacations have been subpar compared to your neighbor’s Instagram-worthy trips. You’re spending the same (if not more) money, yet somehow, their toes are in the sand while you’re stuck in a budget motel with a suspiciously damp carpet.

Congratulations! You’ve entered the problem-aware stage—the moment a person realizes something isn’t right but doesn’t yet know how to fix it.

From a marketing perspective, this is the sweet spot. The customer is engaged, curious, and open to influence. Your job? To position yourself as the helpful guide who can steer them toward a solution—without pushing too hard.

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Why Problem-Aware Customers Are Marketing Gold

Let’s be real—trying to sell something to someone who doesn’t even know they have a problem is like convincing a fish it needs a bicycle. It’s a hard sell.

You’ve probably seen businesses go straight for the pitch, only to be met with blank stares, ghosted emails, or tumbleweeds rolling through their social media pages. That’s because people don’t buy solutions to problems they don’t know exist.

But problem-aware customers? That’s a whole different game.

These are the folks who have had their "Wait a minute... something’s not right" moment. They’ve recognized an issue, and now they’re searching for answers.

Why These Customers Are a Marketing Dream

✅ They’re actively searching for answers.
No need to scream for attention—they’re already listening. They’re googling, scrolling, and consuming content that helps them understand their problem better.

✅ They’re willing to engage with educational content.
When people recognize a problem, they become knowledge sponges. They want to read that blog post, watch that YouTube video, or download that free guide. They’re open to learning, and that’s your golden opportunity to step in.

✅ They’re closer to making a purchase decision than problem-unaware prospects.
Someone who doesn’t know they have a problem? They’re miles away from buying. But a problem-aware customer? They’re already moving in the right direction. They might not be ready to hit "Buy Now" just yet, but they’re warming up.

Your Role: The Helpful Guide (Not the Pushy Salesperson)

The beauty of problem-aware marketing is that you don’t have to force awareness—you just step in at the right moment and say:

"Hey, I see you. I know what you’re struggling with. Here’s something that might help."

That’s it. No aggressive sales tactics. No gimmicks. Just valuable content that educates, builds trust, and positions you as the go-to expert when they’re ready to move forward.

How This Approach Builds Long-Term Trust (and Sales)

When done right, problem-aware content doesn’t just generate leads—it creates relationships. People remember who helped them first. They associate your brand with insight, value, and trust rather than pushy sales tactics.

And when they’re ready to take action? You’re already top of mind.

This is why problem-aware customers are marketing gold—they’re primed, engaged, and just waiting for the right solution to land in their lap. Make sure it’s yours. 🚀

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Content That Speaks to Problem-Aware Prospects

So, you’ve got an audience that knows they have a problem. They’re out there Googling, scrolling, and wondering why on earth they keep overpaying for vacations while other families are sipping cocktails in Bora Bora for half the price.

This is your moment to shine. But here’s the catch: you can’t just shove your product in their face. Instead, you need to educate, empathize, and guide them—helping them connect the dots so that when they’re ready for a solution, your name is the first one they think of.

What Problem-Aware Content Should Do

🔹 Be Educational & Insightful – Help them break down the issue and understand why it’s happening. Maybe they didn’t realize hidden hotel fees were eating into their budget, or that loyalty programs could unlock better deals. Your content should give them those lightbulb moments.

🔹 Show Empathy – Speak to their frustration. Let them know you get why this problem is annoying, costly, or overwhelming. If they feel like you understand their pain, they’ll trust you to help solve it.

🔹 Be Non-Salesy – At this stage, nobody wants to hear "Buy Now!" They want "Here’s what’s happening and what you can do about it." Your job is to position yourself as a helpful guide—not a pushy salesperson.

Winning Content Formats for Problem-Aware Customers

Not all content is created equal. When speaking to problem-aware prospects, you want to hook them with engaging, informative formats that pull them deeper into the customer journey.

1. Listicles & Guides

Perfect for breaking down complex topics into digestible pieces.

📌 “5 Hidden Travel Fees That Are Draining Your Budget”
📌 “10 Common Mistakes Families Make When Booking Hotels”

Why it works: Bite-sized, easy to skim, and full of actionable tips.

2. Myth-Busting Posts

Challenge common misconceptions and shift their perspective.

📌 “Are Hotel Ratings Actually Accurate? Here’s the Truth”
📌 “Why Last-Minute Deals Aren’t Always the Best Option”

Why it works: People love learning they’ve been misled—it makes them more likely to engage.

3. Comparison Pieces

Show them how others are achieving what they want—without spending more.

📌 “Why Some Families Get Luxury Vacations for Less (And How You Can Too)”
📌 “Budget Travel vs. Smart Travel: How to Upgrade Without Overspending”

Why it works: It taps into their fear of missing out (FOMO) while offering a clear alternative.

4. Step-by-Step Tutorials

Teach them exactly what to do to fix their problem.

📌 “How to Book a 5-Star Hotel for the Price of a 3-Star”
📌 “A Step-by-Step Guide to Finding Secret Travel Discounts”

Why it works: People love solutions they can follow right away.

5. Case Studies & Testimonials

Real stories build credibility and trust.

📌 “Meet Sarah: How She Upgraded Her Vacations Without Spending More”
📌 “How One Family Cut Travel Costs by 40% (Without Sacrificing Comfort)”

Why it works: Nothing is more persuasive than seeing someone just like you succeed.

Leading Prospects to Their "Aha!" Moment

The best problem-aware content doesn’t just inform—it transforms. Your goal is to lead your audience to an "Aha!" moment where they realize:

🛑 They’ve been doing something wrong.
✅ There’s a better way.
🚀 They need to start exploring solutions (which, conveniently, you provide).

By meeting your audience where they are, providing real value, and gently guiding them toward the next step, you’re laying the foundation for trust—and eventually, conversion.

Because when they’re ready to move from problem-aware to solution-aware, guess who they’ll come back to? You.

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Examples of Problem-Aware Content in Action

Let’s take a real-world example with Jack’s travel business, which helps families travel luxuriously on a budget.

His potential customers aren’t looking for his services yet, but they do have a lingering frustration:

"Why are other families traveling better than we are, even though we spend the same?"

They’re problem-aware—they’ve recognized an issue but don’t yet know how to solve it. Jack’s job? Educate, engage, and position himself as the expert they need—without jumping straight into a sales pitch.

Here’s how Jack could do it:

📌 Article: The Secret Factors That Inflate Travel Costs (And How to Avoid Them)

💡 Why it works:

• Helps problem-aware customers understand why they’re overpaying.
• Provides actionable tips that make them feel empowered (rather than just frustrated).
• Builds credibility—Jack becomes their go-to resource for travel hacks.

This type of content is great for SEO (search engine optimization) because people are already searching for these answers. If Jack ranks well for terms like “how to travel cheaper” or “hidden travel costs”, his content will pull in organic traffic from problem-aware travelers.

📌 Social Media Post: “Think a 5-Star Vacation is Out of Reach? Think Again.”

💡 Why it works:

• Taps into emotional frustration—people want luxury travel but think it’s unattainable.
• Uses curiosity-driven messaging to spark engagement.
• Offers valuable insight without asking for anything in return.

This kind of post is perfect for platforms like Instagram, Facebook, and Twitter, where attention spans are short and people respond best to punchy, relatable content.

Example Post:

✈️ Think 5-star vacations are only for the rich? Think again.

Most people don’t know about these secret travel hacks that can get you luxury hotels for a fraction of the price. Want to stop overpaying and start traveling smarter?

Drop a ✋ in the comments if you want me to DM you the guide!

Boom. Now Jack has people engaging, commenting, and entering his funnel naturally.

📌 Lead Magnet: “The Ultimate Guide to Affordable Luxury Travel – Download for Free!”

💡 Why it works:

• Gives problem-aware customers a clear next step—they get a solution without committing to anything.
• Positions Jack as the expert in budget-friendly luxury travel.
• Builds an email list, so Jack can continue nurturing these prospects.

This turns casual interest into warm leads. Once someone downloads the guide, Jack can send them:

• More travel tips.
• Insider discounts.
• Personalized vacation planning services.

By the time they’re ready to book a trip, Jack is already top of mind.

Jack’s Goal: Hook Them Without Selling (Yet)

At this stage, Jack isn’t pushing his service—he’s building trust. He’s offering insights that get people thinking:

"Wow, I didn’t know this. I need to start paying attention."

That’s the magic of problem-aware content—it meets people where they are, provides value, and gently guides them toward seeking a solution.

And when they’re finally ready to take action? Jack’s business is the first place they turn to. 🚀

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Examples of Problem-Aware Content in Action

Let’s apply this concept to Lisa’s fitness coaching business, which helps busy professionals lose weight without extreme diets or hours in the gym.

Her potential customers aren’t searching for her services yet, but they do recognize a frustrating problem:

"Why do I keep gaining weight even though I’m trying to eat healthy and stay active?"

They’re problem-aware—they know something isn’t working, but they don’t know why or how to fix it. Lisa’s job? Educate, engage, and build trust—without pushing her coaching services too soon.

Here’s how Lisa could do it:

📌 Blog Post: “5 ‘Healthy’ Habits That Are Actually Sabotaging Your Weight Loss”

💡 Why it works:

• Helps readers understand why their current approach isn’t working.
• Corrects common misconceptions (e.g., “low-fat” foods, cardio-only workouts).
• Builds Lisa’s authority—she positions herself as someone who knows what actually works.

A search-optimized blog post like this will attract organic traffic from problem-aware people Googling things like:

• “Why am I not losing weight even though I eat healthy?”
• “Common weight loss mistakes”

By answering these pain-point-driven searches, Lisa brings in potential clients without spending money on ads.

📌 Social Media Post: “Tired of Doing Everything ‘Right’ and Still Gaining Weight?”

💡 Why it works:

• Acknowledges their frustration, making them feel understood.
• Uses a curiosity hook to encourage engagement.
• Offers a small but valuable insight, making Lisa’s content worth following.

Example Post:

🍎 Tired of eating “healthy” but still struggling to lose weight?

You’re not alone. Most people unknowingly fall into these 3 common traps:
1️⃣ Eating too many “low-fat” processed foods
2️⃣ Doing endless cardio but skipping strength training
3️⃣ Not getting enough protein to support fat loss

Want to learn how to fix these mistakes? Drop a 🔥 in the comments, and I’ll send you my free guide on weight loss for busy people!

This creates engagement while subtly moving prospects toward a deeper conversation with Lisa.

📌 Lead Magnet: “The 7-Day Busy Professional’s Weight Loss Blueprint – Download for Free!”

💡 Why it works:

• Gives problem-aware customers a free, actionable plan—without overwhelming them.
• Captures email addresses, so Lisa can nurture leads over time.
• Builds trust by proving her expertise before asking for a sale.

Once someone downloads the guide, Lisa can send them:
✔ More weight loss tips tailored to busy people.
✔ Real success stories of her coaching clients.
✔ An invitation to join her coaching program once they’re ready.

This turns casual interest into warm leads—so when someone finally decides to invest in fitness coaching, Lisa’s name is the first that comes to mind.

Lisa’s Goal: Guide, Don’t Push

At this stage, Lisa isn’t directly selling her coaching services. Instead, she’s:
✅ Educating her audience on why they’re struggling.
✅ Giving them small, actionable wins to build trust.
✅ Creating a natural pathway to her paid coaching program.

That’s the power of problem-aware content—it meets people where they are, builds trust, and gently moves them toward a solution.

And when they’re ready to take action? Lisa’s coaching is the obvious next step. 🚀

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How to Generate Endless Problem-Aware Content Ideas

If brainstorming content makes you want to smash your laptop, throw your coffee mug, or stare blankly at your screen for an eternity, don’t worry—you’re not alone.

But here’s the good news: Coming up with problem-aware content ideas doesn’t have to be painful.

Instead of racking your brain for topics, let AI do the heavy lifting with a proven system: TOFU (Top-of-Funnel) ChatGPT Prompts.

How the TOFU ChatGPT Prompt Works

This simple AI-powered content generation method can give you 50+ ideas in minutes—so you never have to deal with blank-screen syndrome again.

Step 1: Define Your Niche & Audience

Who are you trying to reach? What problem do they know they have?

✔ Example: Lisa’s fitness coaching business targets busy professionals struggling with weight loss.

✔ Example: Jack’s travel business helps families travel luxuriously on a budget.

Nailing this down ensures your content speaks to the right people with the right problem.

Step 2: Run the TOFU ChatGPT Prompt

Simply feed a prompt into AI, and let it do the brainstorming for you.

💡 Example Prompt for Lisa’s Fitness Business:
"Generate 25 content ideas for problem-aware professionals who want to lose weight without extreme diets or excessive gym time."

💡 Example Prompt for Jack’s Travel Business:
"Generate 25 content ideas for problem-aware families who want to travel luxuriously without overspending."

Step 3: Instantly Get 25 Problem-Aware & 25 Problem-Unaware Content Ideas

The AI will generate:
✅ 25 content ideas for problem-unaware prospects (people who don’t yet realize they have an issue).
✅ 25 content ideas for problem-aware prospects (people actively searching for answers).

Why This Works Like Magic

🚀 It saves hours of brainstorming time.
🚀 It ensures your content aligns with what your audience actually cares about.
🚀 It gives you a structured way to move people through the funnel.

Once you have a massive list of strategic content topics, all that’s left is to create, publish, and attract your audience effortlessly.

Say goodbye to the content-creation struggle, and say hello to consistently engaging problem-aware prospects.

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Moving Customers to the Next Stage - Solution Awareness

Once your audience is fully problem-aware, they’ll do what any modern human does when faced with an issue—start searching for solutions.

This is where the magic happens. They’ve moved past the "Why am I struggling?" phase and are now asking, "What can I do about it?"

Your Mission? Be the Solution They Find First.

You don’t want them wandering off into the abyss of Google and ending up with your competitor. Instead, your content should naturally guide them toward realizing that YOU have the answers they need.

How to Seamlessly Transition to Solution-Aware Content

At this stage, you need to shift gears—moving from problem-aware content ("Here’s why this is happening to you") to solution-aware content ("Here’s how to fix it") without being pushy.

Here’s how you do it:

✔ Start Showcasing Your Expertise

At this point, people aren’t just looking for general advice—they want to hear from experts.

Example:
📌 “Why Working With a Travel Expert Saves You Thousands”

💡 Why it works:

• Establishes authority—you’re no longer just providing free tips; you’re positioning yourself as the go-to expert.
• Shows value—why DIYing it might cost them more in the long run.
• Softly introduces your service—without outright selling.

This kind of content builds trust so that when they’re ready to take action, they already see you as the best option.

✔ Introduce Solution-Based Content

Now, it’s time to start showing them what’s possible.

Example:
📌 “How We Help Families Travel in Luxury for Less”

💡 Why it works:

• Connects the dots between their problem and your solution.
• Helps them visualize success—what their life looks like after working with you.
• Adds a subtle call to action—not a hard sell, but a gentle "Hey, we can help you do this too."

At this point, people should start seeing your offer as a no-brainer.

✔ Position Your Product/Service Subtly

Once trust is established, introduce your product/service in a way that feels natural—not salesy.

Example:
📌 “3 Booking Secrets We Use to Get VIP Upgrades”

💡 Why it works:

• Gives away value for free (which keeps people engaged).
• Leaves them thinking, "Wow, if they’re sharing this much for free, imagine what they can do for me!"
• Creates an easy transition to your paid service or product.

The key here is to make the transition feel natural—almost like they stumbled upon your business at the exact moment they needed it. (Because, well, they did.)

Make the Next Step Obvious

Your audience shouldn’t have to guess what to do next.

Whether it’s booking a call, signing up for a webinar, or downloading a guide, make it crystal clear how they can start working with you.

By carefully guiding them from problem-aware to solution-aware, you’re not just selling—you’re leading them toward the transformation they’re already searching for. 🚀

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Mastering Problem-Aware Content

If you’re not targeting problem-aware prospects, you’re leaving money on the table.

By crafting strategic content that educates, engages, and builds trust, you’re not just marketing—you’re guiding customers through a journey that ultimately leads to your solution.

And when done right? They’ll thank you with their business.

🚀 Next up: Creating content for solution-aware prospects and positioning yourself as the expert they trust. Stay tuned!