---
title: "Four phases of passive audience connection"
description: "How people move from discovering you to advocating for you."
canonical: https://tomsharman.com/bookshelf/known/four-phases-of-passive-audience-connection/
updated: 2026-11-03
---

# Four phases of passive audience connection

> How people move from discovering you to advocating for you.

Mark Schaefer's framework, from KNOWN, pp. 106 to 124.

Framework 11 of 19 from [KNOWN](https://tomsharman.com/bookshelf/known/index.md) by Mark Schaefer. Category: Lead generation.

## The steps

1. **Awareness.** They discover your content and know you exist.
2. **Engagement.** They click, comment and share, and the connection becomes two way.
3. **Stable connection.** They opt in by subscribing or following.
4. **Loyalty.** They encourage others to follow you and are the most likely to act.

## Where it comes from

From chapter: CHAPTER 7 Step Four: Creating an Actionable Audience, pp. 106–124

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/four-phases-of-passive-audience-connection.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/four-phases-of-passive-audience-connection-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/four-phases-of-passive-audience-connection.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/known/four-phases-of-passive-audience-connection-dark.png