Your potential customer is still somewhat of a stranger at this journey stage. They may have never heard of your brand or your solution before. They may not even be aware they need your help in the first place.

This is your chance to introduce your brand and begin that dialogue, showing them you have something worth paying attention to.

Now is not the time to try and push for a complex sale. Instead, as the stage’s name suggests, you’ve got to create awareness, generate interest, and convert that attention into an engagement.