Increase The Power Of Your Messages:
If you don’t know what the most painful problem that your market is facing, I don’t care how many messages you send out, your conversion rates will remain really low!
This is why I recommend that before you try selling people anything, you focus on getting their feedback on your offer, you ask them about their current situation, what problems are they facing, what are they most worried about, what is their desired state, what are they missing in order to get their desired state, why haven’t they already found a solution to that problem?
Once you know all this information, you will easily know what your claim will be!
Most people struggle with creating powerful messages because they lack niche insights, they lack understanding of what the niche is dealing with, they can’t relate to the niche!
Once you have found the painful problems of the niche, you’ll notice that they face many problems at once, so then you will have to choose what to put in your message and what to leave out.
I recommend that you focus on sharing a message that talks about the solution that brings them Asymmetric returns!
HIGHEST DEGREE OF PLEASURE, FOR THE LOWEST INVESTMENT.
How you say something is more important than the message itself, especially if you are in a competitive market.
In Breakthrough Advertising, Eugene talks about these two things which I think are SO IMPORTANT to understand if you want to become the best at crafting highly resonating messages with your niche/audience.
Those two things are:
- STATE OF AWARENESS OF YOUR MARKET
- STATE OF SOPHISTICATION OF YOUR MARKET
The State of awareness of your market is really important to know because it lets you know how much your audience/prospects actually know about the way your service/product satisfies their desires.
- “ How much does your market know about your product or service?” is the question you ask yourself in order to find out the state of awareness of your market.
There are 5 states:
1.1 Market has problem, desire, knows about the product, and want it - The most AWARE.
1.2 Market has problem, desire, knows about the product, but doesn’t want it yet.
1.3 Market has a desire and problem, but no knowledge of your solution
1.4 Market has a problem, but no desire yet and no knowledge of any solution
1.5 Market is completely unaware of the desire or problem
The state of sophistication of your market is found by establishing how many similar services/products have they been told about before!
If you know their state of sophistication, you can craft messages that appeal to the level of information that they have and you can make your messages much more powerful!
There are five different states of sophistication:
The first state of Sophistication: They have never received any information about such a product/service before, so you focus on BEING SIMPLE, BEING DIRECT, don’t try to be FANCY!
Second state of Sophistication: They’ve already heard the {claim}, so your focus should be to copy the performing claim and ENLARGE on it, drive it to the absolute limit.
The third state of Sophistication: They’ve heard all the claims, in all their extremes, so mere repetition won’t work! Your solution to this is to introduce a new mechanism to deliver the same claim
The emphasis shifts from the product or service, to HOW it works! Performance becomes dominant and not the end result.
Fourth State of Sophistication: Your competitors are already focusing on sharing the mechanism used to deliver a specific transformation, then your focus is to elaborate and Enlarge upon the successful mechanism!
Fifth State of Sophistication: At this stage, the market is HAMMERED. They no longer believe in any message, any claims, they don’t even want to hear about your product or service.
Then to solve this problem, the emphasis shifts from the promise and the mechanism which your service/product accomplishes, to identification with the prospect himself!