As a serious student of the marketing and advertising game I’ve certainly come across my share of big lessons and “Aha!” moments.
But, there’s one lesson that stands out far above all the others in how it’s impacted my ability to create marketing that pulls like crazy. I can easily say this one lesson alone has been worth hundreds and hundreds of thousands of dollars to me personally.
I’m going to pass it on to you today.
Then let’s get to it…
The lesson comes from the late Eugene Schwartz.
If you’re not familiar with Mr. Schwartz… he is a legend in the world of advertising and copywriting and is often referred to as the “Greatest Copywriter Who Ever Lived!”
In his book Breakthrough Advertising (that regularly sold on ebay a couple of years ago for over $900.00) Mr. Schwartz outlines a concept I’ve never seen or heard anyone else talk about.
He calls it, “The 5 Sophistication Levels of Your Market”.
He explains that you must… MUST… market your product or service differently depending on what “stage of sophistication” your market is currently in.
(I recommend you read that sentence again before moving on)
The different “levels of sophistication” are determined by how many competitors there are in the marketplace, what claims they’ve made about their products or services, and how long prospects have been hearing about their products and claims.
For example, let’s take the weight loss supplement market.
Years ago, when the weight loss market was in its infancy, you could market a supplement by simply promising “Take This Pill And You’ll Lose Weight”.
But as the market matured, and saw that promise over and over, it quickly became an inadequate claim in your marketing if you were selling weight loss supplements.
In essence, the market progressed to a new “level of sophistication”.
So the marketing of those supplements had to evolve to the next level.
This required marketers to take those original claims and promises and enlarge them.
For instance, “Take This Pill And You’ll Lose Weight In 7 Days Or Less”.
But, just like before, as more and more marketers were enlarging their claims, the market became more sophisticated, moving on to the next level of sophistication.
Again, it was no longer adequate to simply make bigger, bolder promises.
Now that the marketplace was in the third level of sophistication, marketers had to make sure their marketing evolved as well, if they wanted to continue to generate sales.
At this… the third stage of sophistication… marketers had to now include what’s called a “UNIQUE MECHANISM” to their claims and promises in order to keep their marketing producing.
For instance, “Take This Pill… That Blocks The Absorption Of Fat In Your Intestines… And You’ll Lose Weight In 7 Days Or Less!”
Eventually, though, as the market accepted these new mechanism, it evolved to the next level, like all markets do, and the marketing lost it’s potency forcing marketers to shift once again.
According to Schwartz, in the final stage of sophistication, marketing must shift from bigger, bolder claims and a focus on the “unique mechanism” to being more prospect-centric.
Meaning: now, in the final stage of sophistication, marketing must focus and identify with prospects experiences if it’s going to resonate and be effective.
And this is HUGE!!!
You see… it’s not just a matter of throwing together some marketing that focuses on the benefits or claims of your product or service.
It’s FIRST about understanding the sophistication of your market and then making sure your marketing addresses the specific demands of that level.
If your marketing is at still at Level 1 or 2 and your market is at Level 3 or 4, your marketing is going to flop. Period.
Hopefully, you can see why this such a MASSIVE PIECE OF ADVICE and LESSON.
Masters and the legends of marketing like Eugene Schwartz are the guys who pioneered the most effective, most powerful, and most profitable marketing tactics and strategies of history!
If you haven’t studied… and re-studied… the classic marketing books and experts… you’re really, really missing out on experiencing a true breakthrough with your marketing.
But, if you’re not a reader or just don’t want to invest the money or time studying and analyzing the works of these masters… you’re in luck.
Because Rich Schefren has a brand new training called Lessons From The Marketing Legends: The Most Powerful, Proven, And Profitable Marketing Tactics Of The Last 100 Years!
And, right now, you can simply have Rich hand you all of THE gold nuggets and gems from the history books of all the top legends and masters of marketing.
In fact, regardless of what you’ve read or haven’t read, I highly recommend you get this training from Rich.