If you run a lifestyle podcast, stop advertising to "everyone who listens to podcasts." That is Mass Awareness. Use : Advertise to "people who are currently stuck in traffic, frustrated, and need a 15-minute escape." The creative should show a traffic jam transforming into a peaceful voice.

Start with an undeniable human truth, an emotional hook, or a compelling story. Do not mention your product until much later in the copy. 3. The 3 Stages of Market Sophistication