Eugene Schwartz

So I think over time, and I, I come from a bit of a direct response marketing background, so I, I, I was a bit of a nerd.

I used to read, like, magazines and newsletters from, like, Eugene Schwartz and l- like, you know, these, these really old marketing guys in, like-

Yeah

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Let's first start off by connecting this to the last episode, episode 184.

In part one, we talked about Eugene Schwartz's five stages of awareness.

I'll put a link in the show notes to his book and to the episode.

As part of that, we talked about how most sports teams are promoting group tickets to people who are already thinking about buying them.

That's that.

I think Eugene Schwartz, you know, that guy that wrote Breakthrough Marketing.

That's what he shared.

And he breaks down again in one of his principles known as the five levels of awareness that someone has to go through in order to become a customer.

The five stages of awareness.

There is a concept from Eugene Schwartz's book, Breakthrough Advertising, that I think every sports marketer should understand.

I'm going to put a link in the show notes to this if you're interested at all.

The book is $147, but it might be the most important marketing book ever.

anyone has ever read in their life.

Sure, that sounds like hyperbole, but I'm gonna explain in the next little bit why I think it is the most important book because it sets the foundation for how marketing and advertising actually works.

It's by Eugene Schwartz, Breakthrough Advertising.

Maybe you can find it at your local library or a used bookstore near you.

It might be a moment from your week or something the client said.

I made a note a while ago of a book called Breakthrough Advertising by the American copywriter Eugene Schwartz.

It came out back in 1966, long before Instagram or any of the platforms that we use now.

And one of his best known lines is that copy cannot create desire for a product.

So if we think about the psychological levers that a patient goes through when they have a problem, right? There's different awareness stages.

I think Eugene Schwartz is an old white guy that wrote a book way back when, but some psychologist marketing dude, and basically outlined that uh the first level uh awareness stage is unaware you may have this you know thing that's going on in your life but you're unaware that it has a name or that it's a problem second step from there would be you are problem aware okay my headaches and migraines are getting a little bit more consistent and more painful and now i'm you know really aware that hey this is becoming a regular occurrence From there, I may start to do some research on how I can solve this problem.

So I become solution aware.

I'm looking at massage.

and do it your way go to places where you can have a wonderful time and just start having conversations with people and if you go to places where your ideal prospects would be of course you're going to get some clients of course you're going to grow your business and If you are interested in lead generation or want to do a combination of the two, then consider putting up some videos on YouTube, talking about what you're interested in.

Consider the five stages of awareness, Eugene Schwartz, for example, when creating content.

Where would your leads and clients be at on the journey? They are unaware that they have a problem or maybe they're aware that they have a problem, problem aware.

Maybe now they're aware of the problem and they're aware of the various solutions that are available.

My hooks playbook? Yes, exactly.

So on the levels of awareness piece- The Five Levels of Awareness is a framework by Eugene Schwartz, where every person in a market falls into five categories, so your advertising should speak to them differently.

He contends that audiences go from the bottom, which is the warmest and smallest group, to the top, which is the coldest and largest.

For Mim's business, in order to continue to scale her ads, she needs to target more pain or problem aware audiences rather than product or offer aware audiences to make sure that you don't get caught in, like, when you scale it up, you scale up your ads, they don't perform.