006. Applying the the Sophistication Spectrum™ to Your Brand

If I were to suggest one strategy for writing better messaging for your business which would make all the difference in the results you achieved, then there's only one thing I'd recommend:

Understanding the Sophistication Spectrum™

Once you understand the Sophistication Spectrum™ and how to use to create avatars, converting messaging, presentations, ads, and more in conjunction with Awareness Levels and the 12 Messaging Factors™ research and offer-building you'll do when you're a member of The Program...

Then the sky's the limit on how effective your marketing will be.

You can use the Sophistication Spectrum™ to:

• #1. Come up with avatars which ACTUALLY WORK to convert more leads into booked calls and ultimately, clients
• #2. Come up with new marketing assets such as ads, emails, webinars/presentations, VSL videos, and more
• #3. Fix campaigns which AREN'T WORKING because they address the wrong level of the Sophistication Spectrum

On #3, here's how I did that in realtime for a client who paid me $500 to review their offer.

Real Case Study: The Mindset Client to the Stars

In 2024, I was asked to review a VSL campaign for an Expert (in this case, a mindset coach) before it launched to make sure that the campaign would work. Unfortunately, this team had already written all of the assets and just wanted a final opinion.

They should have involved me far, far earlier.

I reviewed all of the campaign materials:

• This Expert's testimonials and best clients
• Their published book and available online marketing content
• Their unique mechanism and system, including what they were selling
• The cmapaign assets they were running before and hwat the team created, including the VSL script

I determined very quickly that the Expert's best clients...

The ones who bought right away at $1,500 a ticket and who upsold to $10,000 - $20,000 per year coaching...

Were at the low end CEOs and Executives at 7 and 8 figure companies, who were earning 6-7 figures in annual revenue themselves (minimum $150k/year).

At the high end, this coach worked with celebrities and athletes worth millions.

These were professionals who already had certain things in place in their personal and professional life. They'd already gone through certain amounts of mindset work. They'd already gone up a few rungs in life.

YET, the campaign the agency built for the client, and the language the client themselves used, was a level or two before that on the Sophistication Spectrum, instead targeting people who were "playing on the sidelines" and "watching others take their shot" and just very newbie-oriented language.

They wanted to sell a $1,500 weekend coaching program to these people on the back of a VSL-based book a call campaign.

No, no, no, no, no, no, no.

With this kind of focus, I knew immediately that the marketing campaigns would ALWAYS take too long to produce booked calls and paying clients. It doesn't matter what platform they try or which new hooks or strategies or vendors rotate in and out.

Until the RIGHT level on the Sophistication Spectrum™ is chosen, the campaigns will fail.

(AGAIN, this is not AWARENESS LEVELS but SOPHISTICATION... two separate but important concepts.)

I immediately insisted -- although sadly, they didn't listen -- that the entire campaign be shifted up one to two levels to address the already-successful professional who had seen massvie success, but finally reached their ceiling and wanted to break past it. They were working very, very hard to get past this block and just couldn't. Perhaps they wantted to take the next big leap in their business, in their career, or in their personal life, but needed help. They also wanted an edge, and have already proven they were wiling to spend to get it. These people buy supplements, they work out, they buy books, they've bought other programs, and so forth.

They are, in a word, ALREADY CAPABLE OF BEING GREAT CLIENTS who can pay.

I then addressed how they would try different hooks and different awareness levels within that Sophistication Spectrum™ level to achieve the results they wanted across their campaign.

Had they listened to me and done what I suggested, I have no doubt that the Expert would have finally started to see traction across their marketing efforts.

But they didn't, and as far as I know, the Expert (and their agency) is still floundering.

— LMS