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00:24:06
https://www.youtube.com/watch?v=gkgJlf3qbMQ

概要

TLDRNy fahafantarana ny tsena dia manondro ny haavon'ny fahalalana ananan'ny mpanjifa momba ny vokatra na lohahevitra iray. Ireto ny ambaratonga dimy lehibe: ny tsena tsy mahafantatra, ny fahafantarana ny vokatra, ny fahafantarana ny zava-mahery, ny saturation ny endri-javatra, ary ny saturation amin'ny ankapobeny. Ny fanekena ny ambaratonga fahafantarana ny tsena dia manampy amin'ny fanitsiana ny dokam-barotra sy ny fampitomboana ny vokatra. Tamin'ny 1966 i Eugene Schwartz no nampalaza ny hevitra tamin'ny bokiny "Breakthrough Advertising", ary na dia tsy dia mihatra loatra aza io boky io ankehitriny dia mbola zava-dehibe ho an'ireo mpivarotra ny fahalalana io hevitra io. Amin'ny ambaratonga tsy mahafantatra, ny mpanjifa dia mety tsy mahatsapa ny ilàna ny vokatra ka zava-dehibe ny fanabeazana ny tsena. Amin'ny ambaratonga ambony kokoa, ny paiakan'ny fifaninanana, ny kolontsaina isan-karazany, ary ny fitrandrahana ny tombontsoan'ny vokatra dia lasa misongadina kokoa.

収穫

  • 🧠 Ny fahafantarana ny tsena dia manondro ny haavon'ny fahalalana eo anivon'ny mpanjifa.
  • 📘 Eugene Schwartz no nampalaza azy tamin'ny "Breakthrough Advertising" tamin'ny 1966.
  • 💡 Ny fifanarahana amin'ny fahafantarana ny tsena no mamaritra ny fahombiazana amin'ny dokam-barotra.
  • 🎯 Dimy ny ambaratonga fahafantarana: tsy mahafantatra, vokatra, fifaninanana, saturation endri-javatra, saturation amin'ny ankapobeny.
  • 🚀 Fanavaozana no mety ampy amin'ny tsena vao na vaovao.
  • 🏆 Mpanjifa tsikaritra no afaka manampy amin'ny fanandratana ny vokatra.
  • 🌟 Tombontsoa tokony hivelatra mihoatra ny endri-javatra mavitrika.
  • 📊 Amin'ny fifaninanana mafy, mahalala ny mehkanika niavaka no hanome tombontsoa.
  • 🔍 Ny fiasa miainga amin'ny tombontsoa avo no mety mahomby kokoa.
  • 🔗 Fampiroboroboana amin'ny làlana tsy mahazatra no mety tokony hasandratra.

タイムライン

  • 00:00:00 - 00:05:00

    Market sophistication dia fahalalana ananan'ny mpanjifa na mpividy momba ny vokatra na serivisy iray. Eugene Schwartz no nampalaza izany tamin'ny taona 1966 tao amin'ny boky Breakthrough Advertising. Na izany aza, nisy fanovana natao mba hampifanaraka azy amin'ny dingana ankehitriny. Anisan'ny tombony azo avy amin'ny fahalalana ny market sophistication ny fahaizana mifantina ary mamorona dokambarotra izay mahafantatra ny filàna sy safidin'ny tsena.

  • 00:05:00 - 00:10:00

    Misy ambaratonga dimy ny market sophistication: unaware market, product awareness, competitive awareness, feature saturation ary sophisticated market. Ny unaware market dia tsy mahalala ny fisian'ny vokatra na ny serivisy, ary matetika no mila fanavaozana mba hahazoana ny tsena. Ohatra ny Google Maps na Uber no maneho izany; innovation no method izay mahavita misarika mpanjifa.

  • 00:10:00 - 00:15:00

    Ny ambaratonga faharoa, product awareness, dia zara raha ambaratonga mailo ny mpanjifa amin'ny vokatra, ka tsy maintsy atao tsotra ny hafatra marketing. Ny ohatra toy ny iPhone sy Uber dia maneho izany miharihary. Miaraka amin'ny competitive awareness kosa, ny tsena dia efa mahalala vahaolana maro mitovy ary ny tanjona dia ny hampiavaka ny vokatra hampitovy hetra.

  • 00:15:00 - 00:24:06

    Feature saturation no ambaratonga fahaefatra, izay tena feno vokatra mitovitovy. Ny hafatra marketing dia mila mahaliana ary misarika ny saina noho ny tondron'ny fitaovana mitovy. Ny ambaratonga farany, saturated market, dia entina miatrika marika tena misarika fa mahatonga ny mpanjifa ho manam-pahaizana sy mihevitra ny zava-drehetra ho ‘tratrantsika’. Mila manavao ny hafatra mba hamely lalina ireo filana sy faniriana manokana.

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ビデオQ&A

  • Inona ny maridrefy fahafantarana ny tsena?

    Ny fahafantarana ny tsena dia ny haavon'ny fahalalana ananan'ny mpanjifa momba ny lohahevitra iray.

  • Iza no nampahafantarina ny hevitra momba ny fahafantarana ny tsena?

    Eugene Schwartz no nampalaza azy tao amin'ny bokiny "Breakthrough Advertising" tamin'ny 1966.

  • Inona no tombon-tsoa azo avy amin'ny famantarana ny fahafantarana ny tsena?

    Io dia manampy amin'ny fanovana ny fomba fampiroboroboana hatramin'ny fifehezana ny tsena.

  • Inona ny ambaratonga dimy ao amin'ny fahafantarana ny tsena?

    Ahitana ny tsena tsy mahafantatra, ny fahafantarana ny vokatra, ny fahafantarana ny zava-mahery, ny saturation ny endri-javatra, ary ny saturation amin'ny ankapobeny.

  • Ahoana ny fomba fanatrarana ny tsena tsy mbola zatra vokatra vaovao?

    Ny fampidirana mivantana ny vokatra sy ny tombontsoany dia ampy mba hisarihana ny tsena.

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  • 00:00:02
    Market
  • 00:00:04
    sophistication so what is market
  • 00:00:08
    sophistication I know this is a concept
  • 00:00:10
    that many marketers are not quite
  • 00:00:12
    familiar with and it's important that
  • 00:00:15
    you know this if you hope to create ads
  • 00:00:19
    that help you
  • 00:00:20
    win now Mar sophistication is basically
  • 00:00:24
    the level of knowledge that your Market
  • 00:00:26
    has On Any Given topic it's was a a
  • 00:00:30
    popularized I think in 1966 by Eugene
  • 00:00:33
    Schwartz in his book titled breakthrough
  • 00:00:36
    advertising however that book was
  • 00:00:38
    published many many years ago and it's
  • 00:00:42
    not really as relevant but I mean he
  • 00:00:46
    wrote that book for a certain market and
  • 00:00:50
    for a certain need okay A lot has
  • 00:00:53
    evolved since then and so we have we
  • 00:00:55
    have tried to
  • 00:00:57
    modify the teachings and the concept to
  • 00:01:01
    what is workable and usable today but by
  • 00:01:04
    the time you're done understanding what
  • 00:01:07
    I'm going to share with you you would
  • 00:01:09
    pretty much see why so many ads do not
  • 00:01:13
    work so these are the benefits of
  • 00:01:16
    understanding Market
  • 00:01:19
    sophistication Market sophistication
  • 00:01:21
    when you apply it in your campaigns it
  • 00:01:23
    will show you how to approach your
  • 00:01:26
    Market if you have the hopes of maybe
  • 00:01:30
    asking someone out on the date you need
  • 00:01:32
    to know what interests that person you
  • 00:01:34
    need to know what that person wants what
  • 00:01:36
    that person likes right and how to
  • 00:01:39
    approach that person and that is one of
  • 00:01:42
    the things you would understand when you
  • 00:01:46
    understand Market sophistication you
  • 00:01:47
    would never be confused on how to create
  • 00:01:51
    campaigns I mean how to approach your
  • 00:01:53
    Market once you you get this concept the
  • 00:01:56
    second thing is it will help you
  • 00:01:59
    overcome Market blindness a lot of the
  • 00:02:01
    ads I see are never going to work I just
  • 00:02:04
    laugh at them when I look at them like
  • 00:02:06
    this is not going to work because the
  • 00:02:09
    market is maybe sophisticated or not
  • 00:02:12
    sophisticated and then the ads that you
  • 00:02:14
    put out has to be at that level of
  • 00:02:17
    sophistication otherwise you're not
  • 00:02:19
    going to get
  • 00:02:20
    results and then the third thing is that
  • 00:02:23
    it will help you to
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    ultimately dominate the market so if you
  • 00:02:27
    have any hopes of really dominating in
  • 00:02:30
    your market and uh putting yourself out
  • 00:02:33
    there or your products out there making
  • 00:02:35
    tons of sales and tons of money by
  • 00:02:38
    understanding Market sophistication you
  • 00:02:39
    are positioning yourself for just that
  • 00:02:43
    thankfully a lot of people don't know
  • 00:02:44
    about Market sophistication and I mean
  • 00:02:47
    the way it's being applied in today's
  • 00:02:50
    world and so we at a great
  • 00:02:53
    Advantage okay so there are five levels
  • 00:02:56
    of
  • 00:02:57
    sophistication and remember Market
  • 00:03:00
    sophistication is a level of knowledge
  • 00:03:01
    that your Market has On Any Given topic
  • 00:03:05
    so if we take talk about weight loss
  • 00:03:06
    talk about making money talk about
  • 00:03:08
    information marketing talk about um
  • 00:03:11
    running ads on Facebook becoming a media
  • 00:03:13
    buyer all these different things uh
  • 00:03:15
    different kinds of topics right so how
  • 00:03:19
    much knowledge what is the level of
  • 00:03:20
    knowledge that exists in that market
  • 00:03:23
    okay so these are the five levels we
  • 00:03:26
    have the on aware Market we have product
  • 00:03:29
    awareness we have competitive awareness
  • 00:03:31
    we have feature saturation and then we
  • 00:03:33
    have a fully saturated Market a
  • 00:03:36
    sophisticated Market
  • 00:03:38
    sorry okay so let's begin with the
  • 00:03:41
    honare market now at this level the
  • 00:03:44
    market is still very very
  • 00:03:48
    unsophisticated it's the lowest level of
  • 00:03:50
    sophistication in fact you are the first
  • 00:03:53
    to market the market the marketplace has
  • 00:03:56
    never seen this type of product or
  • 00:03:58
    service before and to be fair potential
  • 00:04:01
    customers may not even recognize the
  • 00:04:04
    problem that the product solves I want
  • 00:04:07
    to touch on that quite a bit so for
  • 00:04:10
    instance Google Maps helps you navigate
  • 00:04:13
    from one place to another okay people
  • 00:04:16
    were not aware that they
  • 00:04:18
    needed something like that I mean they
  • 00:04:22
    may not have really thought of it in
  • 00:04:24
    that way right or something like uber
  • 00:04:28
    right they may not have thought of it in
  • 00:04:29
    that way oh I need something that can
  • 00:04:31
    help me ride share with another driver
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    from somewhere else in the world or
  • 00:04:34
    stuff like that so you know the
  • 00:04:36
    customers may not have recognize it it's
  • 00:04:39
    usually an innovation and that
  • 00:04:42
    Innovation is usually enough to capture
  • 00:04:44
    the market and when you have such kind
  • 00:04:47
    of an innovation you don't need to think
  • 00:04:49
    much just direct messaging here's what I
  • 00:04:51
    got and here's what it will do for you
  • 00:04:53
    that's enough and people will jump on it
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    okay but most of you won't be playing at
  • 00:04:58
    this level of the at this except you are
  • 00:05:01
    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
  • 00:05:09
    except you have something Innovative but
  • 00:05:11
    the reason I'm mentioning it because you
  • 00:05:13
    might be a media bar listening to me I
  • 00:05:15
    understand that my courses are received
  • 00:05:17
    by very diverse audience and so I have
  • 00:05:20
    to touch on several different you know
  • 00:05:22
    touch points so that's for the hon aware
  • 00:05:24
    Market that's the first level so what
  • 00:05:27
    kind of marketing strategy should you
  • 00:05:29
    adopt
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    when reaching this kind of market and
  • 00:05:34
    like I said just introducing the product
  • 00:05:37
    and its basic benefits to the market is
  • 00:05:40
    enough okay and you may also want to
  • 00:05:45
    educate the audience about the problem
  • 00:05:47
    because like I said some of them are not
  • 00:05:49
    even aware that there is a problem and
  • 00:05:52
    you're going to educate them on the
  • 00:05:54
    problem and how the product solves the
  • 00:05:55
    problem so you want to use Clear
  • 00:05:58
    straightforward language to explain the
  • 00:06:01
    product's
  • 00:06:02
    purpose so here are some examples like
  • 00:06:05
    the first iPhone right and when um Steve
  • 00:06:09
    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
  • 00:06:28
    they didn't need to do much
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    right just here's what we've got and
  • 00:06:33
    that's enough to capture the market Uber
  • 00:06:35
    is another example
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    right they they came first they have
  • 00:06:40
    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
  • 00:06:51
    the competitors those C messaging don't
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    work cuz you are the first there and
  • 00:06:55
    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
  • 00:07:07
    know but this particular kind of
  • 00:07:10
    language model was new so they came with
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    a new innovation and that took the
  • 00:07:15
    market by storm even without
  • 00:07:17
    advertising so that those are examples
  • 00:07:20
    of what it means to be in the level one
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    right so just direct messaging and
  • 00:07:25
    you're good now the second level is the
  • 00:07:28
    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
  • 00:07:36
    benefits so they are already aware of
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    this product they aware of the basic
  • 00:07:41
    benefits and the consumers have some
  • 00:07:44
    knowledge of how the product works I
  • 00:07:46
    don't think there's anyone here who
  • 00:07:47
    doesn't know how Uber works right and
  • 00:07:51
    because people already have that basic
  • 00:07:53
    knowledge and it looks like this is the
  • 00:07:56
    next gold mine and um the the the the
  • 00:07:59
    next gold rush they are more competitors
  • 00:08:02
    right so to continue to advertise in
  • 00:08:05
    this in a market that has this level of
  • 00:08:07
    awareness you need to make bigger claims
  • 00:08:11
    and you need to give stronger offers
  • 00:08:15
    okay you have to make bigger claims and
  • 00:08:16
    stronger offers so what is the marketing
  • 00:08:18
    strategy for a product orware level of
  • 00:08:21
    sophistication you need more detailed
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    more information detailed information
  • 00:08:25
    you have to provide more information
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    about your products features you have to
  • 00:08:29
    explain how it works how it functions
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    and how it delivers its benefits so you
  • 00:08:34
    also want to start you know pivoting to
  • 00:08:36
    building trust credibility using
  • 00:08:38
    testimonials and things like that right
  • 00:08:41
    because this is a little bit more
  • 00:08:43
    sophisticated of a market but most
  • 00:08:45
    people are still not going to be playing
  • 00:08:47
    at this
  • 00:08:49
    level so this is an example so let's
  • 00:08:52
    assume that you running an ad for a
  • 00:08:55
    company that sells a new type of
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    economic chair we all all know what
  • 00:09:00
    those are it's not something strange
  • 00:09:02
    right so you would want to explain the
  • 00:09:04
    specific health benefits and the unique
  • 00:09:07
    design features that kind of
  • 00:09:08
    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
  • 00:09:16
    third level of sophistication which is
  • 00:09:20
    the competitive
  • 00:09:22
    awareness now this is the level most
  • 00:09:25
    people will find themselves playing in
  • 00:09:28
    right from this level now the market at
  • 00:09:31
    this stage is familiar with multiple
  • 00:09:33
    products that offering very similar
  • 00:09:35
    benefits and consumers can kind of
  • 00:09:38
    compare different options so for
  • 00:09:41
    instance you know there's Uber you know
  • 00:09:43
    there's boat you know there's lft you
  • 00:09:45
    know you know several ride healing
  • 00:09:47
    service if I ask you if I ask everyone
  • 00:09:50
    watching this course to drop you know
  • 00:09:52
    one name I'm sure we're going to have
  • 00:09:54
    various names coming out from all over
  • 00:09:56
    the place right so there are several uh
  • 00:09:59
    um competitors multiple products with
  • 00:10:02
    similar benefits right and you able to
  • 00:10:04
    compare you can say okay I like this
  • 00:10:06
    option I don't like this option or it's
  • 00:10:08
    just like saying Mac and you know PC
  • 00:10:10
    right so do I want a Mac am I a Mac
  • 00:10:13
    person am I PC person or am I both right
  • 00:10:16
    so people can compare at this stage
  • 00:10:18
    right and here the the focus shifts from
  • 00:10:21
    what a product
  • 00:10:22
    does to how it does it that I mean your
  • 00:10:26
    marketing focus it shifts from what your
  • 00:10:28
    product does to how it does it that's
  • 00:10:31
    also called a
  • 00:10:33
    mechanism okay so the mechanism is how
  • 00:10:37
    how you get a certain result I would
  • 00:10:40
    show you some examples but before then
  • 00:10:42
    let's talk more about your marketing
  • 00:10:44
    strategy for this level of
  • 00:10:46
    sophistication so the first thing you
  • 00:10:49
    want to do is
  • 00:10:50
    differentiation okay you want to be
  • 00:10:53
    different you want to highlight what
  • 00:10:55
    makes your product unique compared to
  • 00:10:58
    your competitors
  • 00:11:00
    and you want to use unique selling
  • 00:11:01
    propositions you want to emphasize the
  • 00:11:03
    unique features or the superior benefits
  • 00:11:06
    of your product and you want to show
  • 00:11:09
    comparisons to demonstrate your
  • 00:11:12
    advantages the advantages your product
  • 00:11:13
    has over the ADV over other products
  • 00:11:17
    okay so these are some this is a good
  • 00:11:20
    example it says take this pel that
  • 00:11:23
    blocks the absorption of fat in your
  • 00:11:25
    intestines and you lose weight in 7 days
  • 00:11:28
    or less so now this goes beyond just
  • 00:11:32
    saying take this peel and lose weight
  • 00:11:35
    okay let's assume you had a peel like
  • 00:11:36
    that and you the first to market right
  • 00:11:39
    you just take this peel and lose weight
  • 00:11:40
    and there's nothing ever like that
  • 00:11:41
    existing before everyone's going to rush
  • 00:11:44
    at you but now people have been hearing
  • 00:11:45
    it there are different companies coming
  • 00:11:46
    out with different pills so how does y
  • 00:11:49
    work so at this level the level three um
  • 00:11:52
    Market sophistication you know level you
  • 00:11:55
    want to show how the mechanism how it
  • 00:11:57
    works so take this peel that blocks the
  • 00:12:00
    absorption of fat in your intestines and
  • 00:12:03
    you will lose weight in seven days or
  • 00:12:05
    less so if you're in a market that is
  • 00:12:08
    fairly
  • 00:12:09
    sophisticated you want to use unique
  • 00:12:12
    mechanisms to demonstrate why you are
  • 00:12:15
    superior or why yours is different so
  • 00:12:18
    the person can say okay well I've tried
  • 00:12:20
    this before okay it's it's I've tried
  • 00:12:22
    different products before but I think I
  • 00:12:24
    like the way this one works and I am
  • 00:12:27
    willing to give it a try right so that's
  • 00:12:29
    for the third
  • 00:12:32
    level the fourth level is the feature
  • 00:12:35
    saturation so this Market is saturated
  • 00:12:38
    with products offering similar features
  • 00:12:41
    and benefits okay so consumers may
  • 00:12:44
    experience information overload because
  • 00:12:47
    everyone's talking about their products
  • 00:12:48
    these are the benefits mine has these
  • 00:12:50
    are the features you new features are
  • 00:12:52
    popping up every single day right so to
  • 00:12:55
    Market to this group of people is also a
  • 00:12:58
    very good you know level of
  • 00:13:00
    sophistication to to Market to and a lot
  • 00:13:02
    of you play in this level as well you
  • 00:13:05
    know you want to
  • 00:13:07
    innovate right by presenting a new
  • 00:13:09
    mechanism I mean another new mechanism
  • 00:13:12
    or you know demonstrate a unique way
  • 00:13:15
    that your product delivers its
  • 00:13:17
    benefit so that you can move from Beyond
  • 00:13:20
    M features to you know deeper benefits
  • 00:13:23
    or you can talk about you know
  • 00:13:26
    completely new approaches okay so let's
  • 00:13:30
    look at an
  • 00:13:33
    example of how you you know you can
  • 00:13:35
    craft your marketing strategy but first
  • 00:13:36
    of all let's talk about the marketing
  • 00:13:38
    strategy itself so for this four level
  • 00:13:41
    of sophistication you want to introduce
  • 00:13:44
    a new mechanism or a unique approach so
  • 00:13:48
    we we had mechanisms talked about in the
  • 00:13:50
    in the third level but you want to
  • 00:13:52
    introduce an even newer mechanism okay
  • 00:13:56
    that makes sense that people can
  • 00:13:57
    resonate with and and that is believable
  • 00:14:00
    people have to believe the mechanism
  • 00:14:03
    okay and then you focus on talking about
  • 00:14:05
    Advanced benefits right where you talk
  • 00:14:08
    about the benefit of a benefit so
  • 00:14:10
    instead of saying um you know this
  • 00:14:13
    Micheline tires are very good or last
  • 00:14:16
    they durable and reliable right those
  • 00:14:19
    are good benefits it's reliable it's
  • 00:14:20
    durable but you can even go to deeper
  • 00:14:23
    benefits by saying so that you can have
  • 00:14:26
    peace of mind knowing that your kids are
  • 00:14:28
    safe in your car right so that's a
  • 00:14:31
    deeper benefit that goes beyond just the
  • 00:14:34
    benefits of the features but the benefit
  • 00:14:37
    of the benefit what it means to them on
  • 00:14:40
    the long you know on the long run right
  • 00:14:44
    and you also want to employ creative
  • 00:14:45
    messaging you want to use Innovative and
  • 00:14:48
    Creative Marketing strategies to capture
  • 00:14:51
    attention right because attention is
  • 00:14:54
    everything at this level everyone has
  • 00:14:57
    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
  • 00:15:05
    loss they've heard all sorts of claims
  • 00:15:08
    from pills to diets to exercise Styles
  • 00:15:11
    you know different workout me methods
  • 00:15:14
    and stuff like that and they are tired
  • 00:15:17
    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
  • 00:15:29
    you are promoting a skincare product
  • 00:15:32
    right that helps people get rid of you
  • 00:15:34
    know lines and wrinkles and things like
  • 00:15:37
    that these are this kind of Market is
  • 00:15:40
    really saturated I mean it's a highly
  • 00:15:43
    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
  • 00:15:58
    you could say experience the the future
  • 00:15:59
    of skincare with our microencapsulation
  • 00:16:02
    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
  • 00:16:17
    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
  • 00:16:38
    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
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