The sophistication of your market: How many have come before you?
There are five stages of sophistication that each market goes through:
When you are first: Be simple. Be direct. Above all, don’t be fancy.
Name only the desire in your headline, nothing more is needed.
When you are second: Copy the first claim but aggrandize it, take it to its most extreme.
When you are third: When all extremes have been presented, when repetition no longer works,
what is needed is a NEW MECHANISM. A new way to make the old promise work.
The desire, still left unsatisfied, is now fulfilled by the new mechanism.
When you are fourth: Copy the mechanism, but enlarge it, make it come truly alive.
Do you see the parallel?
When you are fifth: The last stage of sophistication, your market no longer believes.
Here you must re-establish identification with your prospect.
Remind him of his desire and how satisfying it would enrich his life greatly.