{"id":3190,"date":"2020-06-16T08:10:37","date_gmt":"2020-06-16T12:10:37","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=3190"},"modified":"2023-03-06T15:38:23","modified_gmt":"2023-03-06T19:38:23","slug":"marketplace-sophistication-awareness-grid","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/marketplace-sophistication-awareness-grid\/","title":{"rendered":"Combining Marketplace Sophistication and Awareness for Supplement Sales Conversion Optimization"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">If you\u2019re a student of <a href=\"https:\/\/www.scientificadvertising.com\/authors\/schwartz\/\">Gene Schwartz<\/a> (his book on copywriting: Breakthrough Advertising, will cost you $125, and worth every penny) or if you\u2019ve been in the direct marketing space for any length of time, you\u2019ve probably come across the terms: Marketplace awareness and Marketplace sophistication before.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, both of these terms get used incorrectly all the time. Many marketers don\u2019t have a good grasp of what they really mean.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t feel bad, a lot of marketers get awareness and sophistication mixed up. It\u2019s easy to do, since they are both loosely connected.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketplace awareness<\/strong> is simply the answer to \u2013 How well known is your: product, benefit, or problem?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the product level it\u2019s the answer to: Have they heard of taking Calcium, Magnesium, and Vitamins D &amp; K for bone health?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the problem level it\u2019s the answer to the question: Have they heard of Osteoporosis?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s another example. Everyone is aware of aging. I mean everyone gets older right? But not everyone sees aging as a problem. it\u2019s just a natural process of getting older.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s how awareness relates to the problem. But what about the solution?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Collagen Type 1, is a very effective anti-aging ingredient for skin. But is the solution well known?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Where as, <strong>marketplace sophistication<\/strong> is the answer to \u2013 How many times has your prospect (or \u201cthe market\u201d) heard the same or a similar promise before?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your prospects hear the same promises from other products on the market.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s face it ALL Omega-3 fish oil supplements say they help promote or support the same things.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If every Omega-3 fish oil supplement is saying it, the market has probably heard it multiple times before.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s look at both, awareness and sophistication, a little deeper, starting with awareness.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Marketplace Awareness Has 5 Levels<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At each stage the awareness level of the marketplace increases. Remember awareness is all about how well the market knows their problem or your product. There are five stages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Level 1: Completely Unaware<\/strong> \u2013 Your prospects are not aware of their problem or the need for a solution. (i.e. I hear a clicking noise in my ear when I press on it but I don\u2019t know what it could be.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Level 2: Problem Aware <\/strong>\u2013 They are only aware of the problem and nothing else. (I\u2019ve heard of Tinnitus, that\u2019s the ringing in the ear thing right?)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Level 3: Solution Aware<\/strong> \u2013 They are aware of the problem and the different solutions available to them. (Tinnitus, that\u2019s the ringing caused by a lot of ear wax right? So I just need to clean my ears.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Level 4: Product Aware<\/strong> \u2013 They are aware of the problem and the solution. (Oh Tinnitus, Yeah I\u2019ve heard of that. I think I need to see an audiologist.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Level 5: Most Aware<\/strong> \u2013 They are aware of what you offer and how it meets their needs. (Oh there\u2019s a pill for that, it\u2019s called Tinnitus 911 from Phytage Labs)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you can identify the awareness level of the market, then you\u2019ll know where the conversation needs to come in on in order to acquire new customers. It will also help you to come up with new hooks and angles for your lead copy and more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ll uncover this in the what approach should you use section of this article.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To see examples of how to assess the awareness level of your marketplace refer to the article: <a href=\"https:\/\/creativethirst.com\/blog\/why-increasing-your-supplement-funnel-average-order-value-starts-with-your-marketplace\/\">Why Increasing Your Supplement Sales Funnel Average Order Value Starts With Your Marketplace<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What About Marketplace Sophistication?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As you now know, marketplace sophistication is how ubiquitous a message is. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How many times have your prospects heard the same or a similar promise before?\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, it\u2019s very difficult of not completely impossible to really measure precisely how many times the market has seen or heard a similar promise.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the health fitness and dietary supplement space, customers are constantly on the lookout for new information and actively researching such information.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because of that behavior, the health market is generally more sophisticated than the average market for other product types.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But, what if a market is completely unaware?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your prospect is completely unaware (level 1 awareness) then they are also likely to have a low level of sophistication. i.e. They have not seen or heard the promise or claims of your product before. (Think CBD a few years ago.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or they may have heard the promise or solution before, from an advertisement, etc, but don\u2019t know about the problem. i.e. I\u2019ve heard of Collagen, but I don\u2019t know what it does.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But, is there a correlation between awareness and sophistication?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Marketing Approach Should You Use?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Each level of awareness and sophistication determines how you should approach your sales copy and conversion optimization strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s take a look at a simple chart below.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Across the top is the marketplace sophistication. How often has the market heard the message, promise, before? Never, once or twice, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Along the vertical column is marketplace awareness. Levels 1 through 5, completely unaware to most aware.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are five corresponding approaches that correlate with where awareness &amp; sophistication line up.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>\n<br \/>\n<\/td><td>\n<strong>Never<\/strong>\n<\/td><td>\n<strong>Once or twice<\/strong>\n<\/td><td>\n<strong>A few times<\/strong>\n<\/td><td><strong>More than<\/strong><br \/><strong>10 times<\/strong> <\/td><td> <strong>At least <\/strong><br \/><strong>20 times <\/strong><br \/><strong>or more<\/strong> <\/td><\/tr><tr><td> <strong>Most <\/strong><br \/><strong>Aware<\/strong>&nbsp; <\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\nApproach 5\n<\/td><\/tr><tr><td> <strong>Product <\/strong><br \/><strong>Aware<\/strong> <\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\nApproach 4\n<\/td><td>\n<br \/>\n<\/td><\/tr><tr><td> <strong>Solution <br \/>Aware&nbsp;<\/strong> <\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\nApproach 3\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><\/tr><tr><td> <strong>Problem <br \/>Aware<\/strong> <\/td><td>\n<br \/>\n<\/td><td>\nApproach 2\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><\/tr><tr><td> <strong>Completely <\/strong><br \/><strong>Unaware<\/strong> <\/td><td>\nApproach 1\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><td>\n<br \/>\n<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">If the market awareness is at level 1, completely unaware \u2013 Your prospects are not aware of their problem or the need for a solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They likely have never heard of your product&#8217;s promise before and approach 1 is best.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Approach 1: <\/strong>Offer + Promise \/ Benefit<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All that is needed is to state the offer and the benefit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Approach 2:<\/strong>  Expand on the promise\/benefit<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the marketplace goes to a higher level of awareness and sophistication, the selling evolves. At approach 2 you need to expand on the benefits.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No longer is it enough to simply state what your product helps with? At this stage, the promises become a bit bigger.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is where dietary supplements step out of the compliance zone almost as a necessity. Because it becomes harder to sell otherwise as the market gets more knowledgeable.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Approach 3:<\/strong>  Expand the Offer Using a Unique Mechanism<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With approach three, many prospects have heard all the claims before. They may have even tried several different products in your category. Most are jaded and skeptical because others have made claims that others have made in the previous stage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The market needs a new way to make the old promise work and a bigger claim no longer works.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So our marketing now has to expand on the offer through the Unique Mechanism. i.e. the reason why this will work, and the proof of the claims.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For a dietary supplement, the unique mechanism can be:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A part of the manufacturing process, or the sourcing of ingredients<\/li>\n\n\n\n<li>A particular ingredient or combination of ingredients and how they interact together<\/li>\n\n\n\n<li>The delivery method, i.e the way a supplement gets into your body or system like a spray vs. sublingual or lysosomal delivery<\/li>\n\n\n\n<li>A method or process or philosophy of healing<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Approach 4: <\/strong>Differentiate the Unique Mechanism + Expand the Benefit<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At approach four the mechanism becomes elaborated, just like the promise did in approach two.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is the sign of a mature market, which is where most of the products in the health and supplement space sit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Approach 5:<\/strong>  Identify With The Product<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eventually, no new mechanism will work. The market will grow tired of all the false promises. They would have heard dozens of times before. Once this happens the market begins to shrink because the competitors start dropping out in large numbers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At this stage, the marketing message moves from the promise and the mechanism that delivers the promise, to bring the prospect back into your marketing message with the identification of the prospect and emotion rather than their desire for the outcome.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to go deeper into each approach or stage of sophistication, refer to the article: <a href=\"https:\/\/creativethirst.com\/blog\/what-the-top-direct-response-marketers-know-about-marketplace-sophistication-and-how-to-use-it-in-the-health-and-wellness-industry\/\">What The Top Direct Response Marketers Know About Marketplace Sophistication And How To Use It In The Health And Wellness Industry<\/a><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"375\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg\" alt=\"\" class=\"wp-image-5168\" style=\"width:190px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg 250w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250-200x300.jpg 200w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Breakthrough The Supplement Revenue Ceiling<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This diagnostic reveals the specific bottlenecks limiting your supplement brand&#8217;s revenue growth and provides a clear optimization pathway for breakthrough.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/creativethirst.newzenler.com\/f\/break-through-the-supplement-revenue-ceiling-1\">GET YOUR DIAGNOSTIC<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/hsbm.buzzsprout.com\"><img loading=\"lazy\" decoding=\"async\" width=\"392\" height=\"380\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png\" alt=\"Health Supplement Business Mastery Podcast\" class=\"wp-image-4566\" style=\"width:194px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png 392w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo-300x291.png 300w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Listen to the <a href=\"https:\/\/hsbm.buzzsprout.com\" target=\"_blank\" rel=\"noreferrer noopener\">Health Supplement Business Mastery Podcast<\/a> for for dietary supplement entrepreneurs and marketers. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/health-supplement-business-mastery\/id1501188717\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"150\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png\" alt=\"\" class=\"wp-image-4567\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png 400w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast-300x113.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/6tzo0If1DvE5QMJaAPjrRY\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"373\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png\" alt=\"Listen to the health supplement business mastery podcast on Spotify\" class=\"wp-image-4569\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png 1000w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-300x112.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-768x286.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/feeds.buzzsprout.com\/889189.rss\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"260\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png\" alt=\"Listen to the health supplement business mastery podcast on Google Podcasts\" class=\"wp-image-4568\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png 1024w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-300x76.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-768x195.png 768w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast.png 1072w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re a student of Gene Schwartz (his book on copywriting: Breakthrough Advertising, will cost you $125, and worth every penny) or if you\u2019ve been in the direct marketing space for any length of time, you\u2019ve probably come across the terms: Marketplace awareness and Marketplace sophistication before.&nbsp; However, both of these terms get used incorrectly&hellip; <a class=\"more-link\" href=\"https:\/\/creativethirst.com\/blog\/marketplace-sophistication-awareness-grid\/\">Continue reading <span class=\"screen-reader-text\">Combining Marketplace Sophistication and Awareness for Supplement Sales Conversion Optimization<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[64],"tags":[],"class_list":["post-3190","post","type-post","status-publish","format-gallery","hentry","category-supplement-marketing","post_format-post-format-gallery","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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