Market Sophistication is more than your customer’s familiarity.
10:54am
East of the Mississippi
“Get your 9-point business checkup…” he wrote.
My man, that’s nice and all.
But who else can offer that?
Anyone. Everyone.
But there’s a better way to position yourself.
When I was deep into Brian Kurtz’ Breakthrough Advertising Bootcamp, we dove into Market Awareness and Market Sophistication.
Two concepts from Eugene Schwartz that, on the surface, seem related.
And they’re often confused, one for the other.
But they’re not the same.
Is your audience aware of their problem? Are the aware of solutions, in general? Are they aware of your specific solution?
That’s Market Awareness.
But Market Sophistication is much more complex.
Sophistication is more related to positioning:
If you have a 9-point checkup, what’s to prevent someone else from offering the same checkup?
Why not offer a 10-point checkup?
That’s the Mechanism part of Marketing Sophistication:
The “thing” that makes your offer work.
And as a market gets more sohpisticated, marketers make their mechanisms bigger, better, faster, stronger.
That’s Sophistication 101 — but it’s not enough.
I recently learned this working with a client who is a world class marketer himself.
Your mechanism isn’t the only thing that makes your offer unique.
Everything in your marketing has the possibility to be something no one else has heard of, something no one else can offer.
I might put a live Copylab together to dig into this as a group, so your own marketing can stand out as being irreplaceable.
Are you interested?
Reply and I’ll add you to the list.
-Jeffrey