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Why prospects won’t bite your sales message

By July 2, 2015 September 27th, 2017 One Comment

Sometimes, we can learn some interesting things from kids.

A simple ‘magic’ trick of pulling a coin from their ear can amaze a three year-old but fail miserably for a six.

A missed hi five slap is funny for a 6 year-old but lame for a 12.

Just like trying to sell a techie an Android phone with the 5″ screen size as the selling point.


Get the point already?

What’s your Prospect Sophistication (PS) level?

Why is it important?

We’ll break down the 3 levels of PS in a while.

Before that, a quick reason for this.

A friend of mine (who is reading this right now) suggested what she would like to read.

So being a passionate marketer, my radar is always spinning scanning on what’s new, and more importantly, what makes sense.

With years of tracking, I have pinpointed many of the leaders in the digital marketing space.

The Mavericks. The trailblazers.

And one of the interesting learning this week is about this.

Prospect Sophistication.

As you put up your offer online or in the brochure, does it grab their attention?


Level 1 – Brand new product, a new category in the market

This is for never-seen-before products and services.

Think of the 1st smartphone.

“One phone, thousands of apps!”

“3.5 inch screen on it. It’s really big!” (Steve Jobs said this about the first iPhone)

You only have to state the feature and benefit.

Kaching! You got a winner and they come to you like bees to honey.



Level 2 – Not new anymore.

This is when competitors are having the same product.

Think Android phones.

See how they EXPAND the feature and benefits?

“Bigger 5.5-inch screens”,  ” Quad-core processors”, “3GB Ram”

Play up and expand the promises of your product and you will win.

“1.5Ghz Quad core SnapLizard processor for true multi-tasking”


Level 3 – Unique Secret Sauce

The next level is where many big boys are operating in.

1. A real legitimate component that stands out from the rest.

They have a unique part, system, component that delivers and fulfills the benefit and promise.

That secret is in that special ingredient.

Think Coca Cola and KFC (secret recipe) and BlackBerry phone (security)

Now, what if you do not have a special component?


2. Magnify an aspect no one talks about.

It may not be unique in the product category but it can be to the prospects.

iPhone 6 Plus.

The form factor is the first feature on the iPhone site.

5.5 inch is nothing new to the Android crowd, however Apple took one step further.

It talks about the “seamless transition of glass and metal to the streamline profile” to enhance the experience.

So that while the phone is bigger than the previous models, it still feel just right.

Come on, who talks about this for an Android? But Apple does it and did it well.

Well enough that many iPhone 6 users don’t even have a casing! They love the experience that much!

And what if you got none of the above?

This last one is priceless and powerful.

Actually I don’t even feel like leaking this.

Anyway, here we go.


3. Assign a propriety name to a tweaked (old) system.

The wise King Solomon once said that nothing is new under the sun.

We’ll just keep tweaking something and give it a gorgeous name.

Retina, Super Amoled, QuadHD, FullHD anyone?

In short, it just means ever evolving, better, higher resolution display.

However, Apple markets hard on the propriety name Retina and consumers seem to take the bait.

Big time.

This method differentiates Apple’s display from the crowd.

It gives the impression that this display is the sharpest ever, pleasant to the eyes.

(btw, Samsung S6 display is sharper than iPhone 6. Read more here.)


Summary, so what?

In short, it means whether your ad and marketing materials get the attention of your prospect or not.

And ultimately sales.


A 3 step plan

1. Know what the prospects have already been exposed to.

2. Find the unique angle  (to prevent mental switch-off to your message)

3. Create / revamp your marketing message around that unique angle.

If your message is below the PS level, you will lose that prospect who will then be attracted by your competitors’ message.

I don’t know how much this means to you, but I know I’m going straight back to my drawing writing board for my marketing copy.

Looking for some help to work out your marketing message that match or exceed your prospects’ sophistication level?

Let’s chat! Just hit this link.



Kok Wai

Everything is possible!

Kok Wai

Author Kok Wai

Kok Wai is a content producing marketer, media trainer at Kelvin Sng Productions, a dad of two and photography contributor to multiple magazines. A sponsor of B60 Charity Run 2017, Kok Wai's goal is to help busy and ambitious business owner focus on running their business even with their limited time and lack of marketing know-how. He especially loves kids, playing the guitar, and exploring with software. You'll find him pondering on the exhilaration of securing two more good clients on a retainer basis. Connect with him on Facebook (thePF)

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