Posts Tagged "market sophistication"

Tweet Pin It Your markets sophistication depends on how many similar products, and how many competing ads. There are 5 stages of market sophistication: First stage is being first to market: Prospects have no sophistication about the product at all. So be simple, be direct, and don’t be fancy. Just tell it like it is. Name either the need or the claim in your headline – nothing more. Dramatize the claim in your copy, then bring in your product, and prove it works. Second stage exists in early competition – copy the successful claim of the first to market, but enlarge on it. Eventually claims become unbelievable or lose meaning, like washing powder that cleans ‘whiter than whites’....