Revealing:

How Fast-Growing Brands Leverage "Vibration-Based Acquisition"
To Scale To 8 Figures

While increasing profitability and reaching escape velocity as the Founder.

From the desk of Gabriele Comand:

Dear business builder,In the last 12 months, I’ve noticed the beginning of a new trend that will almost certainly wipe out most eCom brands in the next few years.Including those that are currently doing well.It's got nothing to do with the current state of the economy, shipping constraints, or even inflation.It's something almost no one is talking about.Have you noticed how many brands nowadays sell products that have:“No proprietary blends”
“Organic ingredients”
“No added sugars”
“Non-GMO”…And a whole slew of similar features that every brand offers?These used to be what made you unique but now, why should they choose your brand over the others?What are your options?Product-based differentiation for health & wellness brands is not going away… it’s gone.You can no longer lead with your product features as the reason to buy your products over someone else’s.This means you have to differentiate yourself through how you market your product...In a way that your messaging vibrates at the same wavelength as your audience.But before I explain how...Here's what qualifies me to talk about this.

Who Am I?

My name is Gabriele Comand.Over the past few years, I've worked with some of the fastest-growing 7-, 8-, and 9-figure CPG brands out there...MaryRuth's, Bucked Up, Alpha Lion, CBD American Shaman, and more.These brands are in one of the most competitive niches:Supplements.My job has been to make them stand out and scale.When I say "scale" I don't mean the fancy stuff you do in the Facebook Ads Manager...Duplicating Ad Sets, running CBOs, etc...I mean leveraging "Vibration-based acquisition."This allows them to resonate with their audience and cut through the noise.

Why Most Marketing Messaging
Fails To Resonate

Brands spend A LOT of time, focus, and money on reaching their audience (e.g. Buying Facebook Ads.)The problem?The average American sees over 4,000 ads per day.But Nielsen found that only 25% of consumers exposed to an ad remember both the ad and the brand the day after seeing it.Only ads that can cut through the noise have any impact.That's why you need to focus on resonance instead.Resonant messaging cuts through the noise, grabs attention, and leaves a lasting impression on the target audience.You achieve this by speaking on the same wavelength as your audience.

How To Optimize For Messaging Resonance

Building resonance with your audience involves many factors.But it's what bridges the gap between reach and reaction.The more resonant a message is with the receiving audience, the more likely they are to take action.Focusing on resonance when creating messaging puts you at an advantage against businesses that prioritize reach.If you pull it off, you’ll get much more out of the reach you generate.It’s easier to craft resonant messaging when you understand its key elements.

The 4 Main Elements Of Resonant Messaging

  • What Is The Big Problem?

  • What Is The Big Promise?

  • Where Does Your Market Live?

  • How Much Does Your Target Know?

The Big Problem

A big problem is exactly what it sounds like.A problem your target has that he or she is dying to solve.But be warned.Most big problems aren’t really big problems.In fact, most problems are just minor nuisances that targets would prefer to live without.But they don’t care enough to pay $ to solve the problem.

The Big Promise

The big promise is just the opposite of the big problem.It’s the promise your solution makes.In other words:The benefit the buyer gets from buying your product or service.It needs to be captivating and compelling enough to get people to take action.

Where Does Your Market Live?

This question is important because each market is different.Some markets are extremely developed.Others markets are new and emerging.Every market has context (and you would “market” your products and services based on this context).So it’s your job to find out this context.And see where your market lives.Don’t worry.It’s very easy to do.In fact, there are only 5 places where your market can live.These 5 places are called stages of market sophistication.Here are the 5 stages:

First Stage

A blue ocean. A new market. Brand new. So new in fact…You’re the first seller in this market.And there is zero competition.And the targets inside this market have never heard any sales pitches or read any sales letters about products and services in this market before.Most starving markets do not live here.

  • What To Do: Simply state your claim.

  • Hook Example: Lose fat.

Second Stage

No longer is the market brand new.No longer is there only one player in the market.Times have changed. Competition has caught up.And they have started to introduce competing products to the market.Some online markets live here.But most don’t. (This market is still relatively new.)

  • What To Do: Exaggerate the claim to stand out from others in a growing market.

  • Hook Example: Lose 10lbs of fat in 7 days.

Third Stage

Once the market reaches the third stage of market sophistication...The targets inside the market start getting bombarded with sales pitches, offers, products, and services.The whole nine. Because competition is wild.This is where most online markets live.

  • What To Do: Prospects have been jaded or lost hope in the original claim. Introduce a new mechanism to make it feel new again.

  • Hook Example: "Poop" the weight off.

Fourth Stage

If a competitor has just introduced a new mechanism to achieve the same claim as that performed by your product...And that new mechanism announcement is producing sales, then counter in this way.Simply elaborate or enlarge upon the successful mechanism.Make it easier, quicker, surer.Allow it to solve more of the problem.Overcome old limitations.Promise extra benefits.You are beginning a stage of embellishment similar to the Second Stage of Sophistication.

  • What To Do: Make the mechanism faster, remove limitations, cheaper, more results, etc.

  • Hook Example: "Poop" 10lbs of fat off in only 7 days without depriving yourself of food or working out like crazy.

Fifth Stage

The targets inside the market are tired.They no longer believe advertising.They have lost hope.But here’s the thing: Their desire is still alive.They still want to solve their problems.They just don’t know if any product or service on the market will actually help them...Because they’ve tried everything and were only left with disappointment.The emphasis shifts from the promise and the mechanism that accomplishes it to identification with the prospect himself.Here, you are dealing with the problem of bringing your prospect into your ad - not through desire - but through identification.

  • What To Do: Rely on an authority figure (influencer/doctor) or call out to a specific target audience.

  • Hook Example: "Poop" 10lbs of fat off in only 7 days without depriving yourself of food or working out like crazy. 9 out of 10 doctors recommend (insert product.)

How Much Does Your Target Know?

Now that we know where the market lives, it’s time for the last question:How much does your target know?Why is this question important to ask?A few reasons.People respond to different marketing messages depending on how much they know about their problem and the solutions available in the marketplace.These are called the Five Levels of Target Awareness.The "easier to sell" an awareness level is, the smaller the audience and the better the CPA.However, this means that you are capped with scaling because of the audience size.That's why most brands hit a glass ceiling with their scale...And then their ROAS declines, making it unprofitable to scale further.So, to scale, you have to take one awareness level at a time (from small to large) and keep your CPAs stable with better and better ads.

Level 1 - Unaware Target

These targets don’t know they have a problem.They don’t know a solution exists.And they don’t know about you and what you have to offer.They think what they’re experiencing is normal.

  • Audience Size: Biggest (e.g. 100M)

  • Hook Example: Studies show that going to the sauna causes dermatitis.

Show them they have a problem.

Level 2 - Problem Aware Target

These targets are aware of their problem.They can even start to understand it.But they don’t yet see the connection between their problem and the solutions available in the marketplace.

  • Audience Size: (e.g. 10M)

  • Hook Example: Are you experiencing a dry, itchy scalp? Studies show that it might be linked to dermatitis.

Call out the problem.

Level 3 - Solution Aware Target

These targets know they have a problem.And a solution exists.But they haven’t yet found it.They are looking for different solutions that can solve their problem (e.g. a shampoo, a cream, a lotion, etc.)

  • Audience Size: (e.g. 1M)

  • Hook Example: This shampoo relieves dermatitis in 5 days.

Call out the benefit/solution.

Level 4 - Product Aware Target Target

These targets know you and your solution.And they also know about what your competition is offering.But they’re on the fence.And haven’t yet pulled the trigger.They are deciding what brand to choose (e.g. In this case, they chose the shampoo. Now they're looking at different shampoo brands.)

  • Audience Size: (e.g. 100K)

  • Hook Example: Most shampoos are made using chemicals, we only use natural ingredients.

Call out a feature that makes your product seem superior.

Level 5 - Most Aware Target

These targets know your solution and want to buy it.(i.e. They were sold on 1-2 brands but were just looking for the right price.)

  • Audience Size: Smallest (e.g. 10K)

  • Hook Example: Get 10% off our shampoo today.

This is simply calling out a discount.People understand your product, know, like, and trust you.They're just price-sensitive.

Conclusion

If you're acquiring customers through Facebook Ads...Can you see how this applies to your creatives & copy?The "tactical" stuff inside your Ads Manager isn't the reason you hit a glass ceiling with your scale.The real reason is that you exhausted your audience.Start crafting creatives and copy that promise them the end result they want, speak to each level of awareness, and consider your market sophistication.

Want To Apply This To Your Brand?

Pick a time and date below and let's chat.Just note that this isn't a slimy sales call.It'll allow me to get a better understanding of your brand and where you're at.And if I don't think we're a good fit, I'll provide even more value on the call to help you scale faster.So that one day we'll be able to work together.

© All rights reserved.