As a market matures, consumers become cynical. Your marketing must evolve through these five stages to stay profitable:
Knows your product but is not completely convinced yet. They are comparing you to competitors.
Schwartz’s "story" for every copywriter involves three critical shifts: Channeling, Not Creating
: He viewed the copywriter as a "scriptwriter for the prospect's dreams." Instead of forcing a product on people, your job is to find an existing fear or hope and show how your product is the only logical fulfillment of that desire. The 5 Levels of Awareness
As a market matures, consumers become cynical. Your marketing must evolve through these five stages to stay profitable:
Knows your product but is not completely convinced yet. They are comparing you to competitors.
Schwartz’s "story" for every copywriter involves three critical shifts: Channeling, Not Creating
: He viewed the copywriter as a "scriptwriter for the prospect's dreams." Instead of forcing a product on people, your job is to find an existing fear or hope and show how your product is the only logical fulfillment of that desire. The 5 Levels of Awareness
