How do you ensure your message stands out in a crowded market?
Understand the level of market sophistication (“The noise”) and customer awareness (“What do they know about you).
Ok great.. well what does that mean?
These concepts come from Eugene Schwartz in his 1966 classic Breakthrough Advertising.
Eugene was an expert “market maker” who knew how to position and sell products in all types of situations.
As for you, think of Market sophistication as the degree to which your audience has been exposed to products and services like yours.. the degree to “which they have heard it all.
This is the noice you have to overcome to be noticed and heard.
Customer Awareness is gauging how much people know about the problem, your solution, and you.
Eugene defined five levels of Customer Awareness (it’s a fascinating topic but too big to be shared in one email or post).
For example, your audience may not even realise they have a problem. Your job is to make them aware.
Or they know they have a problem but don’t know the solutions. You need to educate them.
At the next level, they know the solutions but aren’t aware of your product. Here, you highlight what makes your solution the best.
Or finally, they know all about you, but haven’t made the decision yet – so convince them why now is the time to act.
Just remember, in most markets, your potential customers have seen and heard it all.
Let’s show a real-life comparison with Disney vs. Six Flags.
Both own amusement parks…but Disney doesn’t just sell rides; they sell a magical experience that appeals to multiple generations.
They know who they’re talking to and adjust their messaging accordingly.
And they create a 360 experience that impresses and keeps customers coming back for more, regardless of the higher price tag.
Disney’s prices are more than double Six Flags, and yet they dominate them despite the higher prices.
To stand out, you need to be clear, offer something different, and talk to your customers where they’re at.
Address their needs and desires and tailor it by how aware they are of you.
In summary, here are 3 steps to keep in mind when going to your market.
- Know your audience’s awareness level: This helps you tailor your message precisely. Are they beginners who need basic education or experts looking for advanced solutions?
- Tailor your message to their sophistication: Use language and examples that resonate with their level of knowledge and experience and which can penetrate the current noise of the market.
- Highlight your unique value proposition or mechanism: Show them what makes you different and better than the alternatives. This could be your unique features, superior service, or compelling brand story.
An example is how Nike targets their audience. For those new to fitness, they provide motivational stories and beginner tips. For seasoned athletes, they showcase advanced gear and techniques. This nuanced approach ensures they connect with every segment of their market effectively.
I’ll have a lot more to say on this over the next few weeks and months.
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P.S. I work with information-based service business owners who started the business to have a better life, only to find themselves falling short and then getting frustrated by the broken promises and lack of results when they sought help elsewhere.
That’s when they find me and I show them exactly what path to take when investing their time and money in their business, so they can live the life they want.
We do it through 1;1 consultations, group master round tables and workshops and other collaborations whose insights are 100% tailored to them and which can easily be implemented.
But don’t take my word for it, find out more by clicking here to check out our different services and resources.