The Promise Exposure Spectrum
Let me now show you another tool
Let me now show you another tool that will help you gain a deeper understanding your market. It will allow you to understand your prospect better and give you a deeper understanding about what they know and don’t know.
What I am referring to is the Promise Exposure Spectrum. The Promise Exposure Spectrum helps you understand what promises and claims your prospects have heard.
What has the team been shown?
What has their competition said to them already? That will determine what we do and don’t say.
Differentiation is a key element of marketing. Differentiation is important because it allows you to offer something new to the market.
It’s not enough to recite what everyone else has said. This will make it extremely difficult to attract attention and generate engagement.
To understand the level of your market prospects, we use tools like the Promise Exposure Spectrum.
When we talk about the Promise Exposure Spectrum we are referring to the entire market.
Take everyone in the pyramid. What are your prospects on the Promise Exposure Spectrum?
The promise is the first level.
These are the cases where prospects simply hear the promise of benefits, which means that other marketers, or competitors, have only made a promise.
For example, “How to lose weight” could be an example. If you can make a promise your prospects have not heard before, or if you promise the benefits of transformation, or a result your prospects will never hear before, this is the level you can operate. It’s okay to make a promise.
All markets experience this evolution over time. They become more sophisticated. Your prospects will be presented with a promise. For example, if a company releases a fat burner for the first time, they only need to say, “Take this pill and you’ll drop weight.” This promise was new to the market.
It was unique. It was a pattern interrupt. It stood out. It attracted attention and created engagement.
In every market, there are competitors who take over the message and make it more appealing. This pill will help you lose weight. The market changes as people take this pill to lose inches. The market evolves and people are more sophisticated. They no longer respond to promises.
Imagine if today we were to release our fat burner and say, “Take this pill, you’ll lose weight.” Because the market is so sophisticated today, we would be slaughtered. For years, the market has believed that promise.
Smart marketers move to the second stage.
Here is where the promise gets expanded. This is where we take the core promise and expand it.
You might say, “Take this pill to lose seven pounds.” This pill will help you lose 10 pounds. This pill will help you lose 10 pounds and 5 inches. This pill will help you lose 10 pounds and five inches in just a few days.
We are simply expanding or enlarging our promise.
This is what happens at level two. Marketers start to rewrite what is being said. Marketers expand on their claims.
This is the level at which many novice or amateur marketers operate in order to compete with other businesses, other marketers, or expand their claim.
They will tell you, “How do I lose 50 pounds? How do I lose 60 pounds? How do I lose 80 pounds? How can i lose 100 pounds?” It’s not just false in many cases, but it’s also inaccurate. It is a lie. It’s not credible or believable.
Your claim can be enlarged only so far that it becomes impossible to tell the truth. You are lying. You are unethical and making a claim that isn’t credible. People won’t believe what we say if we tell them to take this pill and lose 100 pounds.
This is where smart marketers, savvy marketes, reach the next level.
Smart marketers adapt to the changing marketplace.
Here is the place where we see the introduction and operation of the unique mechanism. We have the promise, which is the same promise we made before, but with a unique mechanism.
A unique mechanism is a way your product or service delivers on its promise, as you’ll learn about it later in this book. It is how your product or service can deliver prospects the outcome, the transformation.
This is what happens: We see the evolution. This is an example of a claim that can be made in the area of fat loss: “You’ll lose seven pounds due to Garcinia Cambogia.”
Garcinia Cambogia is an amazing mechanism. This is why people will lose weight.
However, at level 4, you will often see the same thing that we saw at the first level: competitors arrive and steal the unique mechanism.
The first fat burner with Garcinia Cambogia was released in the market. It was a huge success.
You can find hundreds of Garcinia Cambogia products on Amazon or Google. It’s no longer an exclusive mechanism. It is now a mere mechanism.
This is where savvy marketers can expand the mechanism.
It is now called “pharmaceutical-grade Garcinia Cambogia” or “Garcinia Cambogia plus a digestive enzyme or Garcinia Cambogia extract from the rain forest.
This mechanism is not unique. It has lost its unique status.
We are now expanding on it in a manner that is very similar to the way we fulfilled the promise in the first stage.
We then reach the fifth stage. The fifth stage, or the fifth level in marketplace sophistication, is where we stop talking about the promise and the mechanism. Instead we are focusing on the prospect and their experience.
This is the “Are You Sick of Dieting, Taking Pills, Exercise, and Not Losing Weight?” appeal. This appeal focuses more on the prospect’s experiences than the promise or the mechanism.
This is crucial because your headline should contain a promise of a outcome, transformation or result. You need to ask yourself if your market has heard that promise before.
I don’t mean the exact words you use.
You can promise large tomatoes, large tomatoes, huge tomatoes, or monstrously large tomatoes.
It’s just that you are saying it differently.
Ask yourself: “Is this a promise the market has already heard?”
If yes, then you can’t just make that promise. Ask yourself: “Has my target market heard that promise? And has that promise been expanded?”
Are competitors increasing that promise, or enlarging it? If the answer is yes, then you cannot simply roll out with a greater promise.
The next question is “Do I have an unique mechanism I can offer?” Do I have the same promise as my competitors? Can I show and demonstrate how my product fulfills that promise, because it has a unique mechanism?
If you answered yes to these questions, and you are able to identify a unique mechanism or framework, you can move on. The mechanism doesn’t have to be expanded.
Similar to the Prospect Awareness Pyramid you need to realize that a marketing message designed for one level will work at all levels below it. It is, in this instance, below.
I get asked this question all the time. “Why don’t you just create a message at the level of the prospect?” It’s suitable for everyone.
It is more difficult to design your campaign if you move further to the right.
It’s easier to move to the left if you can. If we were making a promise that is unique to the market, then a promise-based campaign would be the best campaign. This simply presents the promise. It becomes more difficult the further you go to right.
We are looking for the lowest level of appropriateness.
You’ll operate at the Promise + Unique Level when you create your marketing campaign with the E5 method, as I’m about show you.
We’ll now dive in to this topic. In the next few chapters you will learn about the E5 method and walk through the five components of an E5 campaign. We’ll also cover how to find your unique mechanism and make it compelling.