Framework: Eugene Schwartz's Copywriting Principle (Breakthrough Advertising)
📌 “You can’t enter the conversation in your customer’s mind—you must enter it at the level they’re already thinking.” – Eugene Schwartz
Mini Course: Match Your Message to Market Awareness
Markets evolve. So must your message. Here are the 5 levels:
Level 1 – New Market: No solution awareness → Sell the problem
Level 2 – Solution Aware: Few competitors → Sell the mechanism
Level 3 – Product Aware: Many competitors → Sell the difference
Level 4 – Most Aware: Saturated market → Sell the proof & results
Level 5 – Burned Out Market: Market is jaded → Reinvent or shock
Task: Identify Your Market Level
Choose your main product or service
Ask: How aware is my market of their problem? Of my solution? Of competitors?
Match your message to that level:
Early = Educate and create demand
Middle = Differentiate and add trust
Late = Prove superiority with bold claims, social proof, guarantees
Insight:
Right message at the wrong level = lost sales. Master this, and you’ll speak exactly how your customer needs to hear it—before your competitors even realise what changed.