2. Determine Your Market’s Awareness Level
This step separates amateurs from professionals. You wouldn’t explain algebra to someone who doesn’t know what numbers are, right? Same principle here.
Your audience falls into one of five categories:
Most Aware – They know your product and just need a reason to buy now. Skip the education. Give them an offer.
Product Aware – They know your product exists but aren’t sure it’s right for them. Show comparison and proof.
Solution Aware – They know solutions exist but haven’t found the right one. Introduce your unique mechanism.
Problem Aware – They feel the pain but don’t know solutions exist. Agitate the problem, then reveal the path out.
Completely Unaware – They don’t even know they have a problem. Start with a pattern interrupt that makes them see what they’ve been missing.
Match your message to their awareness level or watch your words bounce off like rain on pavement.
3. Gauge Market Sophistication
How many competitors are shouting similar promises? That number determines your entire approach.
In a fresh market, a bold claim works: “Lose 30 pounds in 30 days.” But when everyone’s saying that? You need innovation.
Stage One markets respond to direct promises. Stage Five markets—saturated ones—need fresh angles, unique mechanisms, or complete redefinitions of the category. If you’re selling productivity software in 2025, you can’t just promise “get more done.” That ship sailed a decade ago.
Find the stage. Adjust your message accordingly.
Crafting Your Message
4. Build a Headline That Stops the Scroll
Your headline has one job: make someone read the next sentence. That’s it.
Forget trying to sell the whole product in 10 words. You can’t. Instead, trigger curiosity, promise a specific benefit, or challenge a belief they hold.
Test your headline against this standard: Would you stop scrolling if you saw it?
If you hesitated, rewrite it.
5. Sell the Transformation, Not the Product
Nobody wants a drill. They want a hole in the wall so they can hang that picture that’s been sitting in the closet for six months.
Your product is a vehicle. The destination is what matters. Paint the after picture so vividly they can taste it.
Don’t tell them your software has 47 features. Tell them about the Friday afternoon they’ll leave work at 3 PM instead of 7 PM because everything’s automated.
6. Introduce Your Unique Mechanism
In crowded markets, the mechanism is everything. It’s the “secret” that makes your solution different from the 47 others claiming the same result.
Think of it as the engine under the hood. People buy cars for the destination, but they choose which car based on what’s powering it.
Your mechanism needs a name. Make it memorable. “The 3-Phase Freedom Framework” beats “our process” every time.