Two Dead Simple Rules Guaranteed To Improve Your Promotions!

Here are two great copywriting concepts. Well it’s actually three because it’s two great rules based around a third old school concept.

The late great Eugene Swartz famously categorized all buyers into 5 categories.

Eugene called the categories Levels of Market Sophistication but someone at some point renamed them Market Levels of Awareness which does seem to fit better.

They are as follows:

  1. Problem Unaware– These folks don’t know they have a problem. Maybe they are paying too much in taxes and don’t know it or they have heart disease but have not been told this by a doctor. They could even be people who would want something but don’t know such a thing exists like when people saw smartphones for the first time.

  2. Problem Aware– These people know their ads aren’t working but are not sure how to solve the problem.

  3. Solution Aware– These people know there are different solutions but are unsure which ones are best for them. They know they need copywriting training but have not yet decided to get one-on-one mentoring, buy a copywriting course, or join a group mentoring program.

  4. Product Aware– These buyers have done some serious research and decided the right solution is a group mentoring program where they can get feedback and professional training and they are just trying to decide which is the best group mentoring program to invest in (the best answer really is Halbertizng).

  5. Most Aware– These folks have studied all the options and after listening to a few podcasts they know I am definitely the one they want to tap for the secrets to a successful marketing career.

Now setting all my self aggrandizing aside, here are the two rules to follow…

The first rule is never target more than two levels of market awareness and even those levels must be next to each other on the scale.

Imagine I’m attempting to attract new members and opening up my best in class copywriting program to new members with this headline…

Copywriter Credits Halbertizing For Why His First Promo
Beat The Control Set By A Well Known Guru!

Even though this is true, the people who do not know they have to advertise and think a copywriter is someone who secures intellectual property rights will ignore the promo thinking it has nothing to do with them.

Now let’s suppose my headline reads…

Why AIDA Is The Key To Writing Effective Ads!

In this case anyone who has taken a decent copywriting course will ignore the marketing because their knowledge is way above the people the promotion is targeting.

Your copywriting program could be great for beginners and seasoned copywriters but you must target the prospects on different levels using separate campaigns.

The second rule is more like a guideline but your promotion should educate the prospects and bring them higher on the market level awareness scale.

If you targeted people who don’t know which solutions there are, you simply need to explain why your solution is the best for them and convince them your product is the best option for delivering the solution to their need or desire.

Disclaimer: I have always said the only absolute rule in marketing is there are no absolute rules in marketing but these rules are great to follow 99% of the time.

If you like this post and want to more great advice, share this page on any social media with the hashtag #bondsgreatmarketingadvice and I’ll send you a link to a private FB group where I’m going to host a free training on how to go from zero marketing experience and no clients to a full-time highly paid top copywriter who has to turn work away.

Peace,
Bond Halbert

PS Right after New Year’s Day, I’m hosting the free training I mentioned on how to get more clients than you can handle but, after the first week, the training will only be available in our paid mentorship program Halbertizing so if you want in, take me up on the offer as soon as possible.

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