Only read if you want to get smarter

Sam Carlson

3d • General discussion

☝️I’m on a bit of a “better know your shit” kick right now…

So only ready this if you want one of the best marketing secrets ever founds.

Let’s go.

Eugene Schwartz wrote a book in 1966 called “Breakthrough Advertising.”

It costs $125 used on Amazon right now.

(Some copies go for $500+)

This is for a book written before the internet existed.

…

Why?

Because “Ole Schwartzie” (my pet name for him of course) figured out something that 99% of marketers have no idea exists.

He called it “The Five Levels of Market Awareness.”

And if you’ve never heard of it…

This single concept will change how you write ads forever.

…

Here’s the idea in plain English:

Not everyone in your market is ready to buy right now.

Level 1: Some don’t even know they have a problem.

Level 2: Some know the problem but don’t know solutions exist.

Level 3: Some know solutions exist but don’t know about YOU.

Level 4: Some know about you but aren’t convinced yet.

Level 5: And some are ready to hand you a credit card today.

Five levels.

Five completely different conversations.

And that’s the punchline… each requires a unique conversation IF you want your marketing to work.

…

Most agencies suck at this…

They write every ad like they’re talking to the person who’s ready to buy right now.

“Get 20 leads in 30 days! Sign up now! Limited spots!”

That works Ok sometimes…

But for a fraction of the market already at that stage.

What about the majority of prospects?

(That’s where all the money is. But nobody wants to hear that because it requires patience. And patience isn’t sexy. “Get 20 leads in 30 days!” is sexy. See the problem?)

…

How’s bout a real example.

I was working with an agency owner running ads for a plumber.

The ad said something like: “Need a plumber? Call us today! 20% off your first service.”

Pretty novice.

Really only works on people who already have a leaky pipe and are actively searching for help.

(BTW, that’s a Google ad… not FB)

I asked him: “What about the homeowner whose pipes are 30 years old and they don’t even know they’re about to have a $15,000 problem?”

“What do you mean?” He said.

To which I lovingly responded: “You’re leaving out your entire market bro!”

…

We rewrote the ad.

New headline: “If your home was built before 1995, your pipes might be a ticking time bomb.”

Same budget. Same market. Different level of awareness.

3 leads/month → 54 leads/month.

(And yes, that’s a FB ad)

…

Here’s the framework if you’re trying to level up to a savvy marketer:

Level 1 (Unaware): Educate. “Did you know 67% of small businesses lose money on marketing?”

Level 2 (Problem Aware): Agitate. “If your marketing isn’t working, here’s why.”

Level 3 (Solution Aware): Differentiate. “Most agencies do X. Here’s why we do Y.”

Level 4 (Product Aware): Prove. “Here’s what happened when 50 businesses used our system.”

Level 5 (Most Aware): Close. “Ready to start? Here’s how.”

Write one ad for each level.

Run all five.

Watch what happens.

…

“Schwartzie Poo” (my other pet name for him) figured this out selling books through mail-order ads in the 1960s.

😂

No Facebook.

No Google.

No AI.

Just a typewriter and a brain that understood human psychology better than any stupid algorithm ever will.

The platforms changed.

The psychology didn’t.

(Imagine if he had all the crap you have access to?)

…

So here’s the skill drop today.

Stop writing Level 5 ads for a Level 2 audience.

Your move.

Sam

Here are a few options:

P.S. The difference between winners and losers in this space? Winners acquire actual skills. Losers stay in their ego and waste time collecting tools they don’t know how to use.

P.P.S. If you want to get better at copywriting over a weekend, comment “SCHWARTZIE POO” and I’ll send you a free guide I put together. You’re welcome. 😂

Or tighter:

P.S. The winners in this space are gonna be the ones who acquire real skills. The losers are gonna chase shiny objects… collecting tools they have no idea how to use.

P.P.S. Want to get sharper at copy over a weekend? Comment “SCHWARTZIE POO” and I’ll send you the guide. Free. Because Ole Schwartzie would’ve wanted it that way. 😂

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