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Ep 164: How Level of Awareness & Market Sophistication Impact Your Message

July 7, 2020 Bobby Klinck

We’re going to be talking about a pretty advanced marketing concept in today’s show. When you really get it, it can do wonders for the success of your overall marketing efforts. The concept is basing your messaging on two different things: the level of awareness of your audience, and the level of market sophistication.

The levels of awareness are the phases that a person will go through before they buy. Where a customer is on their journey will affect how you speak to them, and generally, there are five different levels. I’ll go through each of them with you and give some context with my legal template offerings.

If you’re starting with a customer at the lowest level of awareness, you’ve got a long way to go before you can sell to them. The message you send when you’re trying to re-target someone needs to be very different from the message you send to cold traffic. If you just make these changes, you’ll be in good shape.

However, understanding market sophistication is what will really boost your results. It has to do with the market’s saturation; how many people are addressing the same need as you? If you are the first person to market, you won’t have much work to do, but being first is mostly impossible. You can still make it work with different levels of saturation, but your approach needs to change.

When you nail the fifth stage of market sophistication and get your message to speak to people in a meaningful way, that’s when you’ll have meteoric growth. You can put yourself in a different world because you are speaking to the identity that a person wants to become.

What You'll Learn in Today's Episode

  • Why you need to tailor your messaging based on the customer’s current journey
  • The different levels of awareness when marketing to your target audience
  • How it looks when most prospective customers are in the problem-aware phase or solution-aware phase
  • How to get people to the next phase of awareness when marketing