The Messaging System We Use to Stay Ahead of the Market

Hey everyone,

Welcome back for another bite to chew on.

Ever wonder why the ad messaging that crushed it 6 months ago suddenly stops working? 

Or why your competitor’s “revolutionary new formula” is gaining traction, even though you know your product’s better?

It’s (probably) not the algorithm. It’s not creative fatigue either.

It’s something most brands aren’t even thinking about: Market sophistication.

Once you understand it, it will reshape how you create ad copy, position your products, and compete in saturated markets.

🍽 On the Menu:

• 🧠 What Market Sophistication Means

• 📈 The 5 Levels of Market Sophistication

• 🔍 How to Diagnose and Adapt Your Messaging

• 🧪 BONUS - Advanced Tactics for Saturated Markets
  

Let’s dig in 👇

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🧠 What Market Sophistication Means

Market sophistication isn’t about how smart your customers are. It’s about how skeptical they’ve become.

Every time someone in your category runs another “#1 formula” ad, every time a competitor screams “clean, natural, effective,” your audience tunes out a little more.

Eventually, even honest, proven claims get lumped in with the noise.

When Obvi first launched, we could talk plainly about “beauty from within” and collagen for hair, skin, and nails.

That worked. And then the market got flooded.

Now, those same claims bounce off people like spam. Not because they’re “wrong”, but because they’re no longer believable.

That’s what market sophistication is: A measure of how skeptical your market has become, based on how many times they’ve heard it all before.

The longer a category exists, the more sophisticated it becomes = What worked at launch will eventually stop working.

So, what do you do when your customers stop believing you?

You evolve with them, and that starts with understanding where your market sits today.

📈 The 5 Levels of Market Sophistication

The deeper the category gets, the more your audience expects you to not just make a claim, but justify it.

Here’s the framework we use to reset messaging when conversions slow:

Level 1: The New Market 👶🏽

You’re the first mover. There’s no clutter. You win with clarity.

“Get better sleep.”
“Lose weight.”
“Grow your hair.”

Simple claims cut through because at this stage they’re still fresh.

Level 2: The Loud Market 📢 

You have competition, but belief still exists. Most brands just shout louder. Sometimes it still works.

“Lose 20 pounds in 2 weeks!”

But this arms race burns out fast, and trust begins to erode.

Level 3: The Skeptical Market 🙄

Now the customer needs to know how it works. You need a mechanism, something to make the claim feel real.

“Get glowing skin with marine collagen peptides that absorb 3x faster than regular collagen.”

Plausible mechanisms close the belief gap. They're the bridge from promise to trust.

Level 4: The Jaded Market 🥱

Everyone has a mechanism now. The customer has heard them all.

To break through, your how has to be better or different.

“Triple-action formula targets stubborn fat with thermogenics, appetite suppressants, and metabolism boosters.”

You’re not just teaching, you’re positioning against old, outdated solutions.

Level 5: The Burned Market 😡

At this point, the customer doesn’t care how it works. They just don’t want to be disappointed again.

You don’t win on just claims anymore, you win on story, tone, and proof.

Dollar Shave Club didn’t win with “better razors.” They won by telling a better story about why people should trust and buy their products.

If your market is deeply saturated, resonance beats rationale.

Knowing where your market sits is the difference between feeling like you're doing everything right and still watching results decline, versus unlocking a new level of performance.

So, how do you know where you are right now? 

Need some help? 👉🏽 Check out our Market Sophistication Worksheet to help you diagnose your market and develop your messaging

🔍 How to Diagnose and Adapt Your Messaging

Here’s a quick gut-check to find your current sophistication level:

Q: How many direct competitors do you have?

• 1–2 = Level 1–2

• 10+ = Level 4–5

Q: Do basic benefit claims still convert?
If not, you’re likely in Level 3 or higher.

Q: How much proof do customers need before buying?
More questions, more comparisons, more bounce = more skepticism.

Q: What’s working for competitors?
If they’re leaning into science, positioning, or story, your market has evolved.

🛠 Evolve Your Messaging at Every Level

Let’s map the messaging strategy to each stage:

Level 1: You’re First to Market
Keep it simple. Just say what it does.

“Get stronger.” “Improve gut health.” “Sleep better.”

Level 2: You Have Competition
Push your claims a bit further. They should still work (for now).

“Lose weight” becomes “Lose 20 pounds.”

Level 3: The Market Is Skeptical
Add mechanisms. Make the claim believable.

“Supports gut health” becomes “Backed by probiotics clinically shown to reduce bloating in 7 days.”

Level 4: The Market Needs Innovation
Stack your mechanisms or reframe them as something new.

“Triple-action formula”
“Updated delivery system”
“Old method vs. new method” breakdowns

Level 5: The Market Needs Proof or Story
Support your claims and mechanisms with trust, identity, and community.

“Why most collagen doesn’t work and how we built Obvi differently.”

Go beyond mechanisms:

• Lead with social proof and results

• Focus on brand story and positioning

• Use advanced psychological triggers

• Create categories instead of competing in them

The claims change. The market moves on. What stays constant is belief and how you earn it.

👉🏽 Try our free market sophistication worksheet

🧪 BONUS - Advanced Tactics For Saturated Markets

If you’re in a Level 4 or 5 market (most are), here are some tactics we’re seeing work:

1. Create a New Subcategory

“The first sleep-focused protein powder”
“The only probiotic formulated for post-antibiotic recovery”

Fresh framing can reset the belief bar.

2. Attack the Category

“Why most [X] products don’t work (and what we fixed).”

Turn skepticism into curiosity. Let customers know you see what they see.

3. Go Deeper on Mechanism
Show how your product works at a granular, cellular, or behavioral level.

“Stimulates GLP-1 receptors to naturally regulate hunger hormones.”

Even a sliver of science can go a long way.

4.  Use Proof Over Promises 

Lean into social proof and show results, studies, and testimonials.

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