{"id":1853,"date":"2017-04-04T09:00:15","date_gmt":"2017-04-04T13:00:15","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=1853"},"modified":"2023-04-23T15:44:40","modified_gmt":"2023-04-23T19:44:40","slug":"what-the-top-direct-response-health-and-wellness-marketers-know-about-tapping-into-marketplace-awareness","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/what-the-top-direct-response-health-and-wellness-marketers-know-about-tapping-into-marketplace-awareness\/","title":{"rendered":"What The Top Direct Response Health And Wellness Marketers Know About Tapping Into Marketplace Awareness"},"content":{"rendered":"

Most health and wellness direct response companies approach the market by trying to find the \u201ckiller\u201d hook. Usually by copy existing hooks in their niche, or one-upping a competitors hook, or simply by creating a bigger promise.<\/p>\n

Sometimes this works, if the conditions are right. But in most cases it turns out to be the same headline, with just a different product. Even when this works, it doesn\u2019t last and the market quickly catches on. Leaving the marketer to follow the same pattern, making even bigger promises or scraping to find other competitors to copy.<\/p>\n

That\u2019s why so much marketing online in the health industry is copycat marketing. But, the fake guru\u2019s will tell you, it\u2019s because they are \u201cmodeling what works\u201d. The truth is modeling only works in an immature market and the health and wellness market is anything but.<\/p>\n

The reason why copycat marketing is so prevalent actually goes to a more fundamental problem however. And that is because most online marketers don’t understand both the awareness of the marketplace and the marketplace sophistication.<\/p>\n

A lot of marketers get these two, awareness and sophistication, mixed up. It\u2019s easy to do, since they are loosely connected. Only the top players understand the difference and how to use them.<\/p>\n

Here\u2019s what you need to know about\u2026<\/p>\n

Marketplace Awareness<\/b><\/h2>\n

Both, market awareness and market sophistication were popularized by Eugene Schwartz, <\/b>one of the greatest direct response copywriters in the world,\u00a0in his best-selling book\u00a0Breakthrough Advertising.<\/p>\n

Marketplace awareness is simply the answer to – How well known is your: product, benefit, and problem, in the marketplace?<\/b><\/p>\n

To analyze your markets level of awareness you need to answer these 3 questions:<\/b><\/p>\n

    \n
  1. What do they know about your product and or main ingredient (in the case of a health supplement)?<\/li>\n
  2. What do they know about the benefit?<\/li>\n
  3. What do they know about the problem?<\/li>\n<\/ol>\n

    The most basic way to analyze this is to use Google Keyword Planner and Google Trends.<\/p>\n

    Google Keyword Planner will tell you, how aware the market is on a very basic level.<\/p>\n