Before writing your copy, you need to identify how sophisticated your market is. In other words, how much your One Reader knows about what you are selling. How many times have they seen similar offers or tried similar products?
- High sophistication. Your target market has been exposed to many products like yours that solve the same problem.
- Low sophistication. Your target market has not been exposed to any product like yours or only a few of them.
The level of sophistication gives you an idea of how much you can expect to explain in your copy. The lower the sophistication, the more you will have to explain at every part of the funnel.
The easiest way to assess your market level of sophistication is by checking how many direct competitors you have.
If you recognize a lot of direct competitors, your market is probably sophisticated.