Market Sophistication: [Ultimate 5 Levels of Awareness] Direct Response Marketing ExamplesLearning this will bring you a huge advantage in your business.For some reason, Direct Response Marketing is becoming a bit of a lost art, especially with the big guys. I’ll show you today a few Direct Response Marketing examples that smaller businesses can plug in to smash the larger competition.Competitors will get smarter and try to one-up you, but you will be able to think many steps down the line with market sophistication knowledge. Plus, they’ll never acquire the overarching principles that you will. They might not even know about the five levels!Long term, this approach will bring you consistent profit, freedom in your lifestyle, and the ability to steer your business to whatever heights you choose.Before we start, a quick market sophistication definition: Marketing to the right prospect goes far beyond knowing the target, the demographic, their fears, needs, and desires.These are all (in themselves) thousands of words, and hours of content. Wait patiently in the future for those. To make marketing work, you need to know mindset, human behavior, and psychology deeply.For now, so my fingers don’t fall off while delivering these concepts, we’re going to cover market sophistication.
The Origin of Market Sophistication – Breakthrough Advertising – By A Godfather of Direct ResponseMarket sophistication was a concept originally introduced by a Direct Response Marketing god named Eugene Schwartz, in his legendary book, Breakthrough Advertising.Breakthrough Advertising, an out-of-print blockbuster of a book is now sold for ungodly amounts of money, worth every penny. It’s packed with strictly actionable strategy. It’s proven by decades of research from the likes of David Ogilvy, Stanley Rubicam, and Claude Hopkins.Many of these legendary firms still stand today, including Ogilvy & Mather Advertising, and Young & Rubicam. This should show you that proven tactics work, and have always worked.Now if only more businesses practiced their concepts, perhaps they’d be much more profitable…Anyway, this book received world-renowned status, along with another legendary book called Scientific Advertising by Claude Hopkins.
80/20 Direct Response Marketing: Direct Response Examples & BooksThere are thousands of copywriting and marketing books, and hundreds of direct response books. If I had to keep it 80/20 on you I’d simply tell you to read these two.Scientific & Breakthrough Advertising are all you need to get started.Let’s hop into what market sophistication is, what it means to you, and how you can use it in your advertising.There are five main levels when speaking about market sophistication. A “level of sophistication” meaning how many products have gone before you. How much noise has been shouted into your marketplace.Who likes dessert first? I do too. All conventional sites would start with number one, but I like to eat the broc first and cake later.So we’ll descend in marketing difficulty and start with the hardest sophistication level. The closer we get to number one, the easier it will be to market to your prospect.
The Five Levels of Market Sophistication (In Descending Order of Difficulty)Beginning with number five, the biggest challenge, requiring the largest box of tools and biggest savvy…
5. The “Rusty Old Product” Stage & How to Revive ItThis fifth and final stage is when your market isn’t hearing anything you’re saying. They’ve heard it all before. They don’t believe you, and they don’t care much about what you sell.It’s the most aware stage so far.Hence, it’s the hardest to get out of, yet not impossible.Since your market has heard every promise in the book, it’s now up to you to shift from promises, hopes, and dreams of the mechanism, to identification.Again, a very condensed and abbreviated form of explanation, a mechanism has much deeper meaning and application. For brevity purposes, we’ll keep it quick – check out number three to see what a mechanism is.
4. The “Competitive Market with a Chance” StageThis fourth stage is where your products and services still sound a bit tiring to the prospect, but they’re still remains hope.The competition can only be beaten so much by advertising at this point, as they are a very aware market. What you’re trying to do throughout these stages is “elaborate and enlarge” the mechanism.
3. “They’ve Heard It All” Stage & How to Break Through the NoiseThis third stage is still a pretty aware market.They’ve heard the claims that amplify their desires, they even know some of your persuasion and copy tactics. Maybe they’ll even buy some products from the competition.Again, there’s nothing wrong with using persuasive copy, as long as you’re selling a valuable product, and still ethically influencing others with your mission.
Finding Your MechanismIt’s time to find or create a mechanism for your product, rather than merely reiterating the old claims and inflations of desire. This mechanism should be a brand new way to satisfy that same old desire. Whether it be to lose weight, make money, travel, or learn how to invest or build a business, find a mechanism.It should focus on the properties that mechanism itself will complete.A fundamental change to make here is to move from what the product actually does for you, to how it works, through mechanistic performance. Characteristic performance will trump achievement here in this stage.The claim has not really changed much, yet it’s strengthened by your chosen mechanism that resonates with the market at this stage.A quick and important differentiation from the second and third stages of market sophistication would be the fact that the mechanism and main claim are switched.The mechanism usually becomes the headline and the main claim in the headline becomes the subhead.This demonstrates the new importance (in the third stage) of the mechanism that achieves the prospect’s desired outcome.Leading us to number two…
2. “Embrace Success & Increase It” StageThis second stage of market sophistication can leverage a juicy claim, as long as it still works.If the ad still pulls (which validates market response and interest) you should use it. However! There’s a big point to take note of, and that is the necessity to enlarge this claim. No longer are we in stage one, where a simple claim will work.
1. The “Boy, It’s Empty In Here” StageCongratulations.You’ve reached the equivalent of a new continent that has never seen outsiders before. You can impose your will, ideas, religion, and whatever else you’d like upon them.Another fair warning – use these marketing tips ethically. Use them for advertising a superior product, a great brand, or an excellent service that will change people’s lives.Don’t ever try to pull a fast one on people, because:
- People aren’t stupid, and
- Your karma will catch up