Hi, this is Dan Lockett.

Welcome.

Dan has been educating and inspiring individuals, entrepreneurs and leaders for decades.

He helped millions of people to move past the mental barriers that were holding them back

from stepping into their power to become a better version of themselves and live a kick-ass life.

I know this firsthand as I'm Jenny, Dan's wife.

And here's your host, Dan Locke. One of the biggest challenges for entrepreneurs is that they don't understand the stages of market sophistication.

Today, Dan shares the five stages of market sophistication, a concept popularized by Eugene Schwartz in his famous

book, Breakthrough Advertising.

And before we get to the episode, we want to give a quick congrats to HTC graduate

Brandon C for closing multiple $10,000 deals in the past few months.

Now, here's your host, Dan Locke.

Before we go into cooperating, let's talk a little bit about what I call the five stages of market sophistication. Five stages of market sophistication.

The biggest challenge that most entrepreneurs have is they don't understand the five stages and depends

on the product cycle, they communicate exactly the same way regardless of stage one or stage

five.

And once you see the distinction, you see that why the typical marketing message doesn't

work because they're not aware of this concept.

Now, where did this concept come from?

It's a little bit bright here,

but is by a copywriter, at a time also,

I would say one of the greatest copywriters back then,

...