I recently got my hands on the infamous Breakthrough Advertising.
Took me a year to source a virgin copy for me to deflower.
And after slogging through the first three chapters I have only one thing to say. It was totally worth it.
One of the most mind blowing concepts explained in the book took me two weeks to grasp. But here, I’m gonna make it easy to understand the basics of “Market Sophistication”. Just remember, this is a deep topic. There’s waaaay too much to talk about, I’m just gonna help you get your feet wet.
I want to imagine you’re stuck in a room. And you have the choice to eat your favourite meal everyday. Day in. Day out. That same snack.
Good. Keep up with me. I’m just getting started.
Now, after 2 weeks… I’m sure you’d be tired of eating that meal.
Wouldn’t you? At first, you’d be excited every time you had a meal.
But you’d get bored sooner or later. And eventually stop eating altogether. That meal would “lose it’s magic on you”.
Now, imagine after you got bored… you got to switch meals. You’re still eating just one meal… but now it’sa different meal you’re eating. Until over time, you’d get bored of that meal too.
And this cycle repeats itself until you run out of meals to try.
Still with me? This is where it gets interesting.
This same situation is happening in your market right now.
Your customers are being fed ads, sales appeals and sales themes non stop… until over time those same sales themes begin to lose power. And eventually stop working altogether.
Your market has already been shaped by all the ads it’s been exposed to over the years.
Sales appeals and ad themes have been milked to the point where they just won’t work anymore. At first, simply stating the main benefit or sales appeal was enough. Until over time, the “basic sales appeal” has been worn out faster than a tire in a burnout competition.
And when this happens, the market has “shifted in sophistication”
Where it used to be enough to say:
“Get a girlfriend”
Now you have to say:
“The simple 5 step trick to making any girl into your girlfriend”.
Over time, headlines and even ad themes in your market get more and more complex. As you, and your competition race to keep up with your market’s ever shifting sophistication.
That’s enough for today.
More tomorrow. And for those of you who want to team up with me to write their copy, hop on over to https://jaymakoni.com/work-with-me.