What is market Sophistication?
According to the great copywriter, Eugene Schwartz, in his book, ‘Breakthrough Advertising’
He defined market sophistication as a level of buyer awareness in the marketplace.
It’s used to check whether anyone’s marketed similar products or services before.
Why is it important?
It’s because it shows youย the level of your prospects’ awareness about your product/service…
their pain, and how you can structure your message to match their wants and awareness level.
It helps you to know how to join the conversation in your prospect’s head.
There are 5 levels of market sophistication.
From the definition above, each level of sophistication requires a unique approach to sales message.
Here are the 5 levels of market sophistication:
๐ Level 1: What problem are you solving?
You’re theย first in the Market.
Focus: education and building awareness.
๐ Level 2: What makes you better?
The Market is getting warmer.
Focus: promote your product’s unique features and benefits.
Is it better… faster… and easier than others?
๐ Level 3: How are you different?
Market is flooded with competition.
Focus: tell them how you’re different,ย new, innovative.
Show results. Unique mechanism that makes your offer stand out.
๐ Level 4: Why are you the best?
The market is extremely flooded and noisier.
Focus: One thing that makes your offer the best. What makes it more convenient and reliable for your prospect?
๐ Level 5: What makes you memorable?
Focus: what makes your brand memorable.
Go in depth on WHY you sell your offer to them.
Market sophistication will help you decide the type of
headline you’d use to grab your prospect’s attention.
It’d also help you know the right angle you can use to start the sales conversation, to draw them in.
If you do it right, you’ll be able to 5x your sales conversion, and print more cash for your business.
