Goal
Know which level a buyer is at, and estimate how your market splits across the 5.
Why it matters
Most ads fail because they say the right thing to the wrong person. Someone who has never heard of you needs a different first line than someone with your price page open. Eugene Schwartz mapped this in Breakthrough Advertising (1966) as 5 levels of . This lesson is about finding the level: from the traffic, and from what buyers say. Writing to it comes later, in Copywriting.
In the full lesson
- Step 1 · Learn the 5 levels
- Step 2 · Read the level from the traffic
- Step 3 · Sort what buyers say by level
- Step 4 · Estimate your market's split
This lesson is in The Ultemir Playbook.
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