Where she is and the story to tell at each stage, mapped to the five levels of awareness (Schwartz: Unaware → Problem-Aware → Solution-Aware → Product-Aware → Most-Aware) and to the funnel (TOFU / MOFU / BOFU). One creative serves all of it; the depth and the cut change. This is the map every asset follows so nothing contradicts and each piece moves her one step.
| Awareness level | Where she is | Funnel | The story we tell | Asset / cut | The single job |
|---|---|---|---|---|---|
| 1. Unaware | Doesn’t know the soap-residue mechanism exists. Assumes dirty-again-fast is normal, or her fault. | TOFU (brand) | The reveal as pure entertainment: the cleaning is what’s making it dirty, the soap was the dirt. | Billboard “THE SOAP WAS THE DIRT” + foam static + 6s hero cut | Plant the idea, earn the laugh/share, build the retargeting pool. |
| 2. Problem-Aware | Knows her carpet keeps getting dirty or smells. Doesn’t know why. | TOFU | “You’re not crazy. It gets dirty again because they cleaned it with soap, and soap is a dirt magnet.” | Hero TOFU cut (6-15s) | Stop the scroll, validate her, plant the doubt about the old way. |
| 3. Solution-Aware | Knows residue-free cleaning is a category. Comparing methods. | MOFU | The mechanism + proof: the foam test, the black-water tank, the same room six weeks later still clean. | Hero MOFU master (30-60s) / the VSL | Make her believe the mechanism, answer “prove it stays gone.” |
| 4. Product-Aware | Knows Zerorez. Not sure it’s worth it, safe, or that it’ll really stay clean. | MOFU → BOFU | Zerorez specifically: leaves zero residue, no harsh soaps, safe for kids and pets, and the Stays-Clean Guarantee. | Landing page + comparison + BOFU retarget | Handle the objections (“will it last,” “is it safe”), de-risk the choice. |
| 5. Most-Aware | Ready. Just needs the offer and a nudge. | BOFU | First-clean intro that rolls into the Always-Clean Plan. Book now, guaranteed. | Hero BOFU cut (15-30s) + landing CTA + email | Convert the click into a booking. |
| (Retention) | Post-clean, happy. | Post-purchase | “The reason it stays clean is no residue. Keep it that way on autopilot.” | Email 3 → Always-Clean Plan | Move the one-time buyer onto recurring revenue. |
One woman, one idea, one proof, every level. By the time the offer hits, she has been validated, shown the mechanism, and reassured on safety. The guarantee closes it. Same creative, different depth, so the message compounds instead of resetting at each stage.
The moment she’s thrilled with the result is the moment to introduce the Always-Clean Plan, not as a hard upsell but as a continuation: “it stays clean because Zerorez leaves no residue, and we’ll keep it that way on a schedule.” Recurring revenue, and it’s true to the product.