13d • OC Book Club
Breakthrough Advertising – Chapters 3 & 4
What's up OC fam?
Here's last week's book club review. Apologies for posting it late, I've been knee deep in a project for the past few days that held me up.
Chapter 3:
This chapter is about market level sophistication (how saturated your market is).
There are 5 stages or levels of market sophistication.
Understanding where your specific market sits changes everything about how you position yourself.
Stage 1 - When the market is brand new. Nobody has heard a claim like yours before. You just say the thing directly and it works.
Stage 2 - When competitors show up and start saying the same thing. Now you have to make bigger bolder claims to win.
Stage 3 - When the claims stop working because the market has heard them all. This is where a unique mechanism becomes necessary. Not just what you help people do, but how you do it differently than everyone else.
Stage 4 - When everyone has a mechanism. Now yours has to be newer, better, more effective than theirs. Your marketing must explain why it's better and different than the rest.
Stage 5 - When even the mechanisms stop working. The market is completely numb. You can no longer compete on what you do or how you do it. The only thing left is identity. Who your person becomes THROUGH the work.
This is where most people in our space are right now.
And it's exactly why storytelling, vision, mission, who you stand for, who you stand against becomes the strategy.
Chapter 4:
Once you know what you're saying, this chapter is about HOW to say it using "verbalization."
A few key ways that work the most for us:
– Measure it: Specificity always works better than vague claims
– Make it a paradox: The thing they believe is actually helping them is exactly what's holding them back
– Remove a limitation: The result they want is possible, without the thing they hate doing
– Dramatize the result: Paint a picture of the specific moment after the transformation happens. Show them what their life looks like when they step into the identity of the person they want to become.
Reflective question:
What's the identity your person steps into through working with you, not the result, but the person they become in the process?
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Breakthrough Advertising – Chapters 3 & 4
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