The most important marketing lesson I’ve learned

I saw this tweet the other day

A top authority figure in the space asked:

I didn’t really need to think much about this one…

I’ve already generated well over 10 million dollars in the online space since I’ve started

The answer is something I’ve been talking about for some time based on all my experience

What was it?

There was some confusion in the comments from beginners.

But the ones that actually have experience in the space knew what I was talking about right away.

Let’s break it down

Eugene Schwartz coined the term MARKET SOPHISTICATION

In simple terms, it's how experienced the audience is in the realm of your niche. How much do they know about the actual offers solutions?

You need to know this information to understand how to communicate with your buyer.

Here’s a prime example.

Remember the KETO phase everyone was obsessed with?

Let’s breakdown the journey of it together:

1. A few big names adopted the diet and preached it
2. People listened and started to follow the trend themselves
3. More names did research and started to become more sophisticated in the space
4. Before we knew it, it was all over the news
5. The information that the people in Step 1 and Step 2 knew became basic knowledge
6. The market is now sophisticated

So the information that the people used to sell keto programs during step 1,2,3 is completely different than step 4,5,6

Why?

Because the audience is now smarter and demand better knowledge

It’s the natural progression of a business. At steps 4,5,6 the market becomes extremely competitive. It becomes difficult to sell.

So why should you care?

Because this is constantly happening. No matter the type of industry you are in, markets will sophisticate and you must pivot or you will fall behind.

This is what is happening to the outreach industry as we know it.

The knowledge that seemed GOLDEN 2-3 years ago is now basic knowledge that even beginners know.

What was GATEKEPT and PROTECTED not so long ago is now free information being provided.

With that saturation, the industry begins to demand better value & outreach strategies.

Which forces agency owners like you and me to level up.

This is why I say this next statement.

Traditional outreach is dead.

This will be the narrative of 2024 and beyond.

Relying on cold outreach will be your downfall

If you don't have some authority in your space.

If you don't have an actual social presence online, then you are the reason for your own downfall.

What a bold claim, eh?

Well, let’s look at the journey of outreach in the past 3 years

1. Not many agency owners in the space
2. People began teaching others how to reach 10k a month
3. This led to people wanting to build an agency and get clients
4. A new market emerged - people taught others how to get clients via cold emails
5. Cold emails became the norm and business owners were bombarded with outreach messages
6. Every outreach strategy in the book became played out
7. Business owners are demanding more. They want to see AUTHORITY FIGURES to hire, instead of a random, unknown person via a COLD OUTREACH
8. People found new ways to get leads - build a personal brand
9. People taught others how to build a personal brand

We are currently at step 9. People are learning how to build a personal brand to become an authority figure.

This is the wave we will be riding for the next 1.5 years.

This is the direction the world is going to be DEMANDING for lead generation.

The industry we are in is pivoting quickly, you either keep up with it or you will be left behind.

If you want to help to stay ahead of the game.

If you want to ride this personal brand wave.

Then click the link below and work with me to help you become an authority in your space

https://growth.theutopia.io/traffic-acquisition-matrix

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The most important marketing lesson I’ve learned

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