Prospects evolve over time as they’re exposed to more and more marketing.
And marketing messages that once worked to move prospects to buy eventually cease to produce results if they don’t evolve as well.
In a prior blog post I talked about the concept of Market Sophistication and the need for your marketing funnel to match the sophistication level of your prospects.
Today, I want to show you a real-word example.
Below is a screenshot of an ad from over 20 years ago:
At the time, this type of simple hook worked really well because prospects hadn’t yet been inundated with “make money from home” advertisements.
Over time, as prospects began to see more and more of this same type of promise (and became more “sophisticated“), this simple hook and marketing approach began to work less and less.
Marketers who didn’t (and still haven’t) tweaked their marketing message accordingly, suffered (and will continue to suffer) with extremely low response rates.
I’m sure you’ve probably recently seen ads like this online. I know I have. Even though, this was the same simple claim and promise being made over 20 years ago.
The savvy marketers in the home business opportunity market adjusted their promises and claims to match this new level of prospect sophistication.
The savvy marketers realize that you can not continue to put out the same marketing claims, that may have worked years ago, if the sophistication of prospects is now at a new level (i.e if prospects have seen it or heard it before).
This is same thing you need to do in your market as prospects evolve over time based on the type of marketing hooks and promises their exposed to from your competitors.
Make sure your marketing funnel is powered by a single big idea, matches your prospects level of sophistication, and differentiates your method, process, system, solution, etc., from what everyone else is offering to prospects (a great way to do this is with a Unique Mechanism).
