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Market
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sophistication so what is market
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sophistication I know this is a concept
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that many marketers are not quite
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familiar with and it's important that
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you know this if you hope to create ads
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that help you
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win now Mar sophistication is basically
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the level of knowledge that your Market
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has On Any Given topic it's was a a
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popularized I think in 1966 by Eugene
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Schwartz in his book titled breakthrough
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advertising however that book was
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published many many years ago and it's
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not really as relevant but I mean he
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wrote that book for a certain market and
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for a certain need okay A lot has
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evolved since then and so we have we
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have tried to
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modify the teachings and the concept to
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what is workable and usable today but by
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the time you're done understanding what
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I'm going to share with you you would
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pretty much see why so many ads do not
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work so these are the benefits of
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understanding Market
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sophistication Market sophistication
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when you apply it in your campaigns it
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will show you how to approach your
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Market if you have the hopes of maybe
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asking someone out on the date you need
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to know what interests that person you
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need to know what that person wants what
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that person likes right and how to
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approach that person and that is one of
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the things you would understand when you
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understand Market sophistication you
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would never be confused on how to create
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campaigns I mean how to approach your
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Market once you you get this concept the
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second thing is it will help you
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overcome Market blindness a lot of the
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ads I see are never going to work I just
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laugh at them when I look at them like
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this is not going to work because the
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market is maybe sophisticated or not
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sophisticated and then the ads that you
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put out has to be at that level of
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sophistication otherwise you're not
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going to get
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results and then the third thing is that
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it will help you to
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ultimately dominate the market so if you
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have any hopes of really dominating in
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your market and uh putting yourself out
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there or your products out there making
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tons of sales and tons of money by
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understanding Market sophistication you
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are positioning yourself for just that
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thankfully a lot of people don't know
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about Market sophistication and I mean
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the way it's being applied in today's
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world and so we at a great
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Advantage okay so there are five levels
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of
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sophistication and remember Market
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sophistication is a level of knowledge
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that your Market has On Any Given topic
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so if we take talk about weight loss
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talk about making money talk about
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information marketing talk about um
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running ads on Facebook becoming a media
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buyer all these different things uh
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different kinds of topics right so how
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much knowledge what is the level of
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knowledge that exists in that market
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okay so these are the five levels we
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have the on aware Market we have product
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awareness we have competitive awareness
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we have feature saturation and then we
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have a fully saturated Market a
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sophisticated Market
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sorry okay so let's begin with the
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honare market now at this level the
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market is still very very
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unsophisticated it's the lowest level of
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sophistication in fact you are the first
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to market the market the marketplace has
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never seen this type of product or
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service before and to be fair potential
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customers may not even recognize the
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problem that the product solves I want
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to touch on that quite a bit so for
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instance Google Maps helps you navigate
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from one place to another okay people
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were not aware that they
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needed something like that I mean they
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may not have really thought of it in
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that way right or something like uber
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right they may not have thought of it in
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that way oh I need something that can
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help me ride share with another driver
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from somewhere else in the world or
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stuff like that so you know the
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customers may not have recognize it it's
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usually an innovation and that
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Innovation is usually enough to capture
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the market and when you have such kind
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of an innovation you don't need to think
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much just direct messaging here's what I
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got and here's what it will do for you
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that's enough and people will jump on it
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okay but most of you won't be playing at
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this level of the at this except you are
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Elon Musk or you know Bezos you know
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you're not going to be playing here
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because you're not innovating something
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except you have something Innovative but
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the reason I'm mentioning it because you
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might be a media bar listening to me I
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understand that my courses are received
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by very diverse audience and so I have
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to touch on several different you know
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touch points so that's for the hon aware
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Market that's the first level so what
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kind of marketing strategy should you
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adopt
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when reaching this kind of market and
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like I said just introducing the product
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and its basic benefits to the market is
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enough okay and you may also want to
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educate the audience about the problem
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because like I said some of them are not
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even aware that there is a problem and
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you're going to educate them on the
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problem and how the product solves the
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problem so you want to use Clear
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straightforward language to explain the
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product's
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purpose so here are some examples like
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the first iPhone right and when um Steve
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Jobs you know puts up the the smartphone
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and he says well you have the iPod and
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you have a phone in one hand it has a
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camera it was Dynamic right he was the
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first person to Market I mean at this
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level of you know mobile technology so
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they didn't need to do much
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right just here's what we've got and
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that's enough to capture the market Uber
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is another example
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right they they came first they have
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that first mve Advantage they just need
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to announce okay here's what we've got
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to the market simple direct messaging is
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enough you don't need to start talking
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you the only one come on you don't have
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to start saying oh we are better than
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the competitors those C messaging don't
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work cuz you are the first there and
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then you have a more recent example
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which is the chart GPT open a open AI
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right and so they were really the first
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I know they've been generative AIS you
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know but this particular kind of
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language model was new so they came with
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a new innovation and that took the
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market by storm even without
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advertising so that those are examples
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of what it means to be in the level one
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right so just direct messaging and
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you're good now the second level is the
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product awareness
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level now at this point the market is
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aware of the product and its basic
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benefits so they are already aware of
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this product they aware of the basic
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benefits and the consumers have some
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knowledge of how the product works I
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don't think there's anyone here who
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doesn't know how Uber works right and
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because people already have that basic
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knowledge and it looks like this is the
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next gold mine and um the the the the
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next gold rush they are more competitors
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right so to continue to advertise in
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this in a market that has this level of
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awareness you need to make bigger claims
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and you need to give stronger offers
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okay you have to make bigger claims and
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stronger offers so what is the marketing
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strategy for a product orware level of
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sophistication you need more detailed
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more information detailed information
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you have to provide more information
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about your products features you have to
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explain how it works how it functions
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and how it delivers its benefits so you
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also want to start you know pivoting to
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building trust credibility using
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testimonials and things like that right
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because this is a little bit more
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sophisticated of a market but most
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people are still not going to be playing
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at this
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level so this is an example so let's
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assume that you running an ad for a
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company that sells a new type of
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economic chair we all all know what
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those are it's not something strange
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right so you would want to explain the
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specific health benefits and the unique
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design features that kind of
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differentiate it from the regular chairs
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the regular economic chairs that you can
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find in any any place so let's go to the
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third level of sophistication which is
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the competitive
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awareness now this is the level most
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people will find themselves playing in
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right from this level now the market at
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this stage is familiar with multiple
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products that offering very similar
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benefits and consumers can kind of
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compare different options so for
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instance you know there's Uber you know
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there's boat you know there's lft you
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know you know several ride healing
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service if I ask you if I ask everyone
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watching this course to drop you know
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one name I'm sure we're going to have
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various names coming out from all over
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the place right so there are several uh
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um competitors multiple products with
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similar benefits right and you able to
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compare you can say okay I like this
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option I don't like this option or it's
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just like saying Mac and you know PC
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right so do I want a Mac am I a Mac
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person am I PC person or am I both right
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so people can compare at this stage
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right and here the the focus shifts from
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what a product
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does to how it does it that I mean your
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marketing focus it shifts from what your
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product does to how it does it that's
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also called a
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mechanism okay so the mechanism is how
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how you get a certain result I would
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show you some examples but before then
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let's talk more about your marketing
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strategy for this level of
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sophistication so the first thing you
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want to do is
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differentiation okay you want to be
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different you want to highlight what
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makes your product unique compared to
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your competitors
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and you want to use unique selling
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propositions you want to emphasize the
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unique features or the superior benefits
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of your product and you want to show
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comparisons to demonstrate your
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advantages the advantages your product
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has over the ADV over other products
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okay so these are some this is a good
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example it says take this pel that
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blocks the absorption of fat in your
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intestines and you lose weight in 7 days
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or less so now this goes beyond just
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saying take this peel and lose weight
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okay let's assume you had a peel like
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that and you the first to market right
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you just take this peel and lose weight
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and there's nothing ever like that
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existing before everyone's going to rush
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at you but now people have been hearing
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it there are different companies coming
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out with different pills so how does y
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work so at this level the level three um
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Market sophistication you know level you
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want to show how the mechanism how it
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works so take this peel that blocks the
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absorption of fat in your intestines and
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you will lose weight in seven days or
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less so if you're in a market that is
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fairly
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sophisticated you want to use unique
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mechanisms to demonstrate why you are
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superior or why yours is different so
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the person can say okay well I've tried
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this before okay it's it's I've tried
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different products before but I think I
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like the way this one works and I am
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willing to give it a try right so that's
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for the third
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level the fourth level is the feature
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saturation so this Market is saturated
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with products offering similar features
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and benefits okay so consumers may
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experience information overload because
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everyone's talking about their products
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these are the benefits mine has these
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are the features you new features are
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popping up every single day right so to
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Market to this group of people is also a
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very good you know level of
00:13:00
sophistication to to Market to and a lot
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of you play in this level as well you
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know you want to
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innovate right by presenting a new
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mechanism I mean another new mechanism
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or you know demonstrate a unique way
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that your product delivers its
00:13:17
benefit so that you can move from Beyond
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M features to you know deeper benefits
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or you can talk about you know
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completely new approaches okay so let's
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look at an
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example of how you you know you can
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craft your marketing strategy but first
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of all let's talk about the marketing
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strategy itself so for this four level
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of sophistication you want to introduce
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a new mechanism or a unique approach so
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we we had mechanisms talked about in the
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in the third level but you want to
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introduce an even newer mechanism okay
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that makes sense that people can
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resonate with and and that is believable
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people have to believe the mechanism
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okay and then you focus on talking about
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Advanced benefits right where you talk
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about the benefit of a benefit so
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instead of saying um you know this
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Micheline tires are very good or last
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they durable and reliable right those
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are good benefits it's reliable it's
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durable but you can even go to deeper
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benefits by saying so that you can have
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peace of mind knowing that your kids are
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safe in your car right so that's a
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deeper benefit that goes beyond just the
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benefits of the features but the benefit
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of the benefit what it means to them on
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the long you know on the long run right
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and you also want to employ creative
00:14:45
messaging you want to use Innovative and
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Creative Marketing strategies to capture
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attention right because attention is
00:14:54
everything at this level everyone has
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had the the message they are tired of
00:15:00
you they're tired of your competitors
00:15:02
and they don't want to hear it anymore
00:15:04
for example if you talk about weight
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loss they've heard all sorts of claims
00:15:08
from pills to diets to exercise Styles
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you know different workout me methods
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and stuff like that and they are tired
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right so you need to use Innovative and
00:15:19
Creative Marketing strategies to capture
00:15:23
attention so here's an ex example for
00:15:26
this font level right so imagine that
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you are promoting a skincare product
00:15:32
right that helps people get rid of you
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know lines and wrinkles and things like
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that these are this kind of Market is
00:15:40
really saturated I mean it's a highly
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sophisticated Market not as high as
00:15:45
level five but it's it's very high there
00:15:48
a lot of skin care products and you know
00:15:51
mechanisms and all that so but at this
00:15:53
level you want to this this like an a
00:15:55
sample ad of what you could say right
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you could say experience the the future
00:15:59
of skincare with our microencapsulation
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technology right the person's like okay
00:16:05
what's that and maybe how can it help us
00:16:07
how can it help me so it it goes for say
00:16:10
our anti-aging serum penetrates deeper
00:16:12
layers of your skin delivering powerful
00:16:15
ingredients exactly where they are
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needed say goodbye to fine lines and
00:16:20
hello to youthful radiant
00:16:24
skin now you see that this ad introduces
00:16:28
a new mechanism something that is new
00:16:32
right and it explains how it does it it
00:16:34
says it penetrates deeper layers of your
00:16:36
skin you know it's it's able to
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distribute our ingredients our special
00:16:40
mixtures exactly where they needed and
00:16:43
that will help you get the results that
00:16:44
you're looking for at the end okay so of
00:16:48
course this is just an example we're
00:16:49
going to really go deep into talking
00:16:51
about you know creating ads and all that
00:16:53
but I just want you to understand that
00:16:55
this is the kind of language the kind of
00:16:58
you know techniques you want to be
00:16:59
employing at the fourth level of
00:17:05
sophistication so we have the fifth
00:17:07
level which is Market saturation now the
00:17:10
the Market's highly sophisticated and
00:17:12
skeptical right people when you just say
00:17:15
uh make money online oh again scam you
00:17:19
know that's why you see those kind of
00:17:20
comments cuz you're you're promoting to
00:17:23
a very highly sophisticated market right
00:17:28
and they're so skeptical right consumers
00:17:30
have seen numerous products they've seen
00:17:33
dozens of hundreds of marketing messages
00:17:37
so the marketing message needs to be
00:17:39
highly sophisticated for that market you
00:17:42
often need to focus on the product's
00:17:44
ultimate benefit or you have to you know
00:17:47
come up with a completely new concept
00:17:49
that addresses the market skepticism and
00:17:54
you want to create a compelling
00:17:56
narrative that resonates on the deeper
00:17:58
emotion
00:17:59
uh you know or psychological
00:18:02
level so what is the marketing strategy
00:18:05
for this level of Market
00:18:10
sophistication so the first one is the
00:18:12
ultimate benefits so you want to focus
00:18:14
on the product's ultimate benefit or the
00:18:18
ultimate transformative impact of that
00:18:20
product right what is the end game what
00:18:23
is the end goal people don't want to
00:18:24
make money to make money they want to
00:18:25
make money for something right is it to
00:18:29
live in a better place is it to take
00:18:31
better care of your family is it to
00:18:33
never have to worry about money again
00:18:35
there is an ultimate benefit and you
00:18:37
need to focus on that is it to you know
00:18:39
leave your 9 to5 that is stressing your
00:18:42
life out right there's an ultimate
00:18:44
benefit and you have to focus on the
00:18:46
ultimate benefits or the kind of
00:18:48
transformative impact that that product
00:18:51
you know delivers and then you have to
00:18:53
introduce new Concepts or new ways of
00:18:56
thinking and deliver the message
00:18:57
indirectly so I will explain
00:19:00
this the higher the sophistication level
00:19:04
of a market the more indirect your
00:19:07
messaging needs to be so if you pick a
00:19:10
topic like copyrighting for instance
00:19:13
everyone has had become a copyright this
00:19:15
is how to sell your product and oh you
00:19:18
know tons of marketing messages if you
00:19:19
go now and put up an ad that says hey
00:19:22
hello I will teach you to become a good
00:19:24
copywriter or something you know in that
00:19:26
line you're not going to do very wellz
00:19:28
because there are so many options and
00:19:30
they've had it all right they're not
00:19:33
going to be moved if someone comes up
00:19:35
with a new product and says Okay
00:19:37
Facebook ads training you know something
00:19:40
like that people are not going to be
00:19:42
moved right because they've had all
00:19:43
sorts of messages you have to come up
00:19:45
with a new concept with a new way of
00:19:47
thinking you and you have to deliver the
00:19:49
message indirectly so the higher the
00:19:51
sophistication level the more indirect
00:19:54
your messaging should be what does it
00:19:56
mean for a message to be in direct you
00:19:59
start from you don't start with a sale
00:20:01
you don't talk about buying anything
00:20:04
right you are teaching for example the
00:20:07
the TR the the the sales page or the
00:20:09
video that brought you into this product
00:20:12
was an indirect message even though of
00:20:14
course because um I could you know play
00:20:17
with
00:20:18
the I'm I'm more experienced so I have
00:20:21
an understanding of whether I should put
00:20:23
a button above the fold or I should you
00:20:26
know hide it below and I could test them
00:20:28
right so if the market is sophisticated
00:20:31
they're like oh I've heard this before
00:20:32
you want to use an indirect approach
00:20:34
where you educate them from something
00:20:36
else that now builds into what you're
00:20:39
selling right so I started up saying oh
00:20:41
there's a bug on Facebook and it could
00:20:43
be affecting you well if you don't want
00:20:45
to be affected you need to you know this
00:20:47
is why the bug is happening and this is
00:20:49
what you need to do to fix it and you
00:20:51
know my C is going to show you exactly
00:20:53
how to do it right so you want to be
00:20:56
more inir with the with a higher
00:20:58
sophisticated
00:20:59
um Market with that's if you're
00:21:02
advertising to a market that has a high
00:21:03
level of sophistication and then you
00:21:06
also want to play with the emotional and
00:21:09
psychological resonance you want to
00:21:10
create a compelling narrative that
00:21:13
connects emotionally and psychologically
00:21:16
with the
00:21:18
audience this is very important the
00:21:21
reason I'm stressing on this um level
00:21:23
five you know level three level four
00:21:25
level five these are the markets you'll
00:21:26
be playing in for the most for most
00:21:29
people who are listening to me right now
00:21:31
and I want to dwell here because level
00:21:34
three level four level five they
00:21:36
different levels of sophistication but
00:21:38
kind of the the techniques to to attack
00:21:40
these markets are kind of similar right
00:21:43
and so you want to create a compelling
00:21:44
narrative that connects with them
00:21:47
emotionally right and psychologically
00:21:51
before you you know attempt to sell
00:21:53
anything to them so let me give you an
00:21:56
example so I had a um I have a
00:21:59
copyrighting course a very good one at
00:22:01
that in fact I boasted at the time that
00:22:03
it is the best copyrighting course on
00:22:05
the market and that's because I've taken
00:22:07
lots of different kinds of um
00:22:09
copyrighting courses I've seen several
00:22:11
different kinds of courses and books and
00:22:14
it's um I I would say it's actually one
00:22:18
of the best in the world and the I
00:22:21
couldn't sell it directly it wouldn't
00:22:23
sell okay so I I used an indirect
00:22:26
approach and my indirect approach said
00:22:29
something along the lines of this is the
00:22:30
number one secret to selling thousands
00:22:32
of anything and it's positioned as a
00:22:35
training and it is so
00:22:38
irresistible that people who watch the
00:22:40
upsell videos are a to not buy it
00:22:44
because it's an indirect approach I talk
00:22:45
about selling you know thousands of
00:22:47
anything and you could also use the same
00:22:49
techniques to sell millions of anything
00:22:51
and I build a case and then tell them
00:22:54
well if you want to have this ability in
00:22:56
my years of experience I've seen that it
00:22:58
is all about the copy what you say and I
00:23:00
begin to build on that and talk about my
00:23:03
course and how my course is different
00:23:05
and the kind of benefits that people can
00:23:06
expect to enjoy when they take my
00:23:08
program right and that was what helped
00:23:10
me out there's another guy that I like
00:23:12
so much I think his name is
00:23:14
George and he he doesn't use the word
00:23:18
copyrighting but he's selling a
00:23:19
copyrighting training he says it's copy
00:23:22
thinking and he's able to prove that
00:23:24
it's copy thinking but of course I know
00:23:26
it's copyrighting right but it he say
00:23:28
he's copy thinking so he has introduced
00:23:30
a new way of thinking about his product
00:23:34
so even though the product is positioned
00:23:36
in a saturated you know market and Niche
00:23:39
he's able to continue to sell you know
00:23:42
other people do the same thing Andre
00:23:43
Tate Ty Lopez they all position their
00:23:46
copyrighting courses you know for
00:23:49
different in a sophisticated market and
00:23:52
they position them differently just to
00:23:54
make sure that they able to sell you
00:23:57
know and sell a lot of copies right so
00:24:01
um that's the end of this video and I'll
00:24:04
see you in the next one
