I’ve got a question for you.
Are you on the same sophistication level as the people in your market?
Now, for most people that question seems trivial and will probably fly right over a bunch of people. They’re the ones who don’t put a lot of thought into their marketing, product offers, and sales funnels… and they’re the ones who will work their asses off and wonder why more people aren’t buying their stuff.
You on the other hand... let’s dive into that question a bit more.
But before we do, so you know what you’re getting into… this post will help you identify the exact stage that your market is currently in, how to identify that, and then… how you have to change your marketing and product offers to crush it in your particular market stage (this is important stuff, it’ll all come together by the end).
[If you haven’t seen it yet, you need to watch this epic 100% content training video with AutoTeleseminar customer Todd Brown (and world class marketer) on his automated sales funnel that produces $24 per lead, he goes into Market Sophistication really really really great… in addition to the “one big idea” concept and more. It was our most popular training call to date… epic. See it here << ]
Market Sophistication… Why It Matters More Than You Think
I live in Oregon… the micro-brew capital of the world (I think we self-proclaimed that title and I like beer.
So let’s talk about selling beer for a bit (as it relates to market sophistication).
I’ve never officially counted… but there are thousands and thousands of different types/brands of beer out there. All the way from the big boys like Coors and Bud… to the great microbrews in local areas like Oregon like Ninkasi and 10Barrel.
It’s a pretty tough nut to crack into the beer business. How would you market your beer to the market today to separate yourselves, to cut through the clutter, and to get people to try your beer over the thousands of others?
It wouldn’t be easy right?
… what if you were selling beer in the U.S. in the 1850′s? When Budweiser was founded (in 1852).
A lot easier right?
This is where market sophistication comes in.
Eugene Schwartz writes about market sophistication in his epic marketing book Breakthrough Advertising… if you want the master course on marketing. Get that book.
So, what’s “Market Sophistication”?
In my words, it’s the path level of awareness and sophistication that your market has for what you sell and the problem your product/service takes care of for the customer… and the advertising they’ve seen for your market.
The more marketing/advertising messages your market sees about that product category… the more sophisticated they become… and the more marketing messages will fall on deaf ears if those messages don’t evolve with the markets sophistication level.
(That last underlined part is the key here. Evolving your message with the market).
The key here is, you have to change your marketing and product offerings to break through the clutter with customers based on the phase that your market is in.
So, lets bounce back to the beer world.
In the mid 1800′s people knew beer was out there… but there really wasn’t that much advertising for it.
You would walk down the streets and maybe see a sign hanging on a saloon that says “Beer” and that may interest you enough.
This is stage 1 of a market: It’s new enough that just putting the product out there is enough to get attention.
By this time, beer was known… but wasn’t being marketed heavily like we see today. So, the sophistication level of consumers in the beer market was still relatively low… beer was beer… and they knew what it was. Beer makers really didn’t have to differentiate their products or marketing all that much from eachother.
Enter Stage 2 Of Market Sophistication:
Now, marketers had to differentiate their beer from others… so they work on solidifying and emboldening their promises.
Fast forward… Coors was founded in 1873… other beer companies in the U.S. followed… and they had to find ways to somehow differentiate their product from the others.
Ways they did this was…
- Pointing out the “benefits” of their beer (“Lite beer”… less filling, pretty much all beer companies)
- Making bolder claims about their beer (Like Guinness’ ads saying “A Guinness A Day: Guinness Is Good For You” or Blatz Beer being good for nursing mothers)
- Focusing on the “lifestyle” the product “gives” you (Corona and their “Find Your Beach” ads or the Bud ads in the 50′s of “Where There’s Life, There’s Bud”)
But, as in Phase 1… marketers make their claims so bold in Phase 2 that people stop believing them and become blind to those kinds of marketing messages. Those ads with big claims just stop working as well as they did before.
Enter The Unique Mechanism
Now we’re into Stage 3: Incorporating The Unique Mechanism
Now, this is where it gets really cool. Again, check out the video on our site with Todd where he explains it in very good detail and relates it to multiple real world markets. Great stuff.
Once a market has moved through stage 2 and into stage 3… the way smart marketers cut through the clutter is by introducing a “Unique Mechanism” into their marketing.
You can pick the “Unique Mechanism” out in marketing pretty easily once you know what to look for. A good cue is in infomercials or sales copy when they say… “The secret is in the [enter fancy feature]“.
For the beer market, it’s been in Stage 3 for quite a long-time now. Decades.
So, today you’ll see beer companies creating unique mechanism after unique mechanism to separate their products from others.
Here’s a few examples in the beer world:
- The 200+ year old yeast recipe that Guinness locks in a vault that is the secret to the Guinness taste
- Coming up with cool new packaging (The “Cold Activated Can” from Coors or the Cooler Box you can pour ice into, Bud 6 packs)
- Wide mouth cans so you can get a smoother pour (lol, and drink more of their beer faster)
- A 60 calorie beer that is the secret of being able to enjoy beer without gaining weight
- … and on and on.
So, if you’re in a market that is in Stage 3… is your advertising falling on deaf ears because it’s just like everyone else?
If so, you need to look at your product or service… and find out what is the “secret sauce” behind why it works so well? What’s the unique mechanism?
How To Determine Your Market Levels Sophistication Level
It’s really pretty simple.
Ask yourself… has your market been exposed to the big, bold, over hyped promises for a long time?
If so, the market is likely in Stage 3 and you’ll need to come up with a Unique Mechanism to separate your marketing from the rest.
A few markets I can think of right now that are definitely in Stage 3 are… the weight loss niche, online marketing, “make money“, personal growth, and so on.
So, if your market is in Stage 3… just realize that you don’t have to blow up your claims, make crazy outlandish promises… they’ll likely fall on deaf ears anyway.
Find that unique mechanism.
Coming Up With Your Unique Mechanism
If your market is in Stage 3… lets create that unique mechanism.
A couple good ways:
- Is there something actually unique in your product/service that is the “secret sauce” that you can focus on? A scientific process that makes it work, a patented technology, a unique framework for teaching you created, etc.
- Is there something thats a feature that you can point out in your marketing? Coors and their Cold Activated cans is a great example of this (unique packaging that does “xyz” to market), the process of using your product is easier because of “xyz”, etc.
That’s a unique mechanism.
If you’re a technology company (or have a technology element to your products / services)… what about your product is different from everyone elses in the market that you can point out in the marketing?
For Facebook, they have several… but when targeting advertisers… their unique mechanism is their ability to mine the data of 800 million people through their technology… so you can tightly target your ads to only the people you want to. Google can’t touch that.
That’s a unique mechanism.
For AutoTeleseminar… our customers can run live calls through their AutoTeleseminar accounts or automated ones… but our unique mechanism is the proprietary software in our system that makes it crazy easy to automate your teleseminars in your online sales or coaching funnels in a completely “hands off” way after setup so our system can do the work for you.
That’s a unique mechanism.
Spend 15 minutes today writing down what makes your product or service completely unique.
You can have more than one unique mechanism… it’s awesome if you do in fact. Coors has used dozens and dozens in their advertising over the year.
The key is, your advertising messages can’t be filled with overhyped hyperbole in a Stage 3 market and be expected to work very well. Your advertising should grab your markets attention with a unique mechanism within the product / service that isn’t about making crazy claims… but about how your product / service has something so unique that they’ll sit up and pay attention.
So, now that you’ve seen how Market Sophistication works… why it matters in your marketing… and how to adapt as the market evolves… figure out where your market sits right now… and adapt your own marketing and product offers to fit it.
And, check out the full (and epic… according to our Automize members who were on the call with Todd and I) training video replay with Todd for a more detailed training on creating a highly profitable online sales funnel. It’ll be the best return on investment you’ll get this week.
Let me know your thoughts on this post… and hit me with your Unique Mechanisms that you’re using in your own business to differentiate. I’d love to see ‘em!
NOTE: Also, we’re holding a free Automize Web Clinic with Todd Brown again June 27th at 4pm PST on how to create and grow a $50,000/mo online sales funnel step by step.
Head over here to register... we only have 200 seats. You’ll want to be there. It’s going to be an epic followup to the training he did with us earlier this year.