Your market read: how ready your buyers are

Before writing an ad you need two answers. How aware are the people you can reach? And how many claims like yours have they already heard? These two questions come from Eugene Schwartz's Breakthrough Advertising. VidRocket answers them for your business and uses the answers in every ad it writes.

• Website setup (enter your website): on the buyers screen, above your buyer avatars.
• Shopify: at the top of your growth plan, written by the store scan.
• Strategy → Brand, at any time.
• Campaigns: the "Why this mix" card on the pick screen.

The quick read is free. It is written from your site and the ads your competitors keep paying for.

• Unaware: they don't know they have the problem yet. The ad opens on a story or a scene they recognise.
• Problem-aware: they feel the problem but don't know there is a fix. The ad names the problem first.
• Solution-aware: they want the result but haven't heard of you. The ad shows how yours works.
• Product-aware: they know you but aren't convinced. The ad leads with proof and answers their doubts.
• Most aware: they want it and haven't bought yet. The ad leads with the offer, the price, or the guarantee.

The read shows what share of your buyers sits at each stage. It also says what to tell each stage, with an example line.

This is how many claims like yours the market has already heard:

• Level 1: the first claim wins.
• Level 2: a bigger claim wins.
• Level 3: name the mechanism, meaning how it works.
• Level 4: a better mechanism wins.
• Level 5: lead with identity, meaning who the buyer is and who it's for.

The read works out the level from what your competitors' ads already claim.

• Edit: change any part of it, free. Your edit is kept when the read is written again.
• Write it again · free: reads your site and the competitor ads one more time.
• Deepen it · 15 credits: runs Advanced research on your main product. That means three web searches: the market, the buyers, and what is running now. The read is then rebuilt from that research, and the product keeps the research too.

• The mix. The ads for new people are spread across the cold stages in proportion to your read, so the stage with the most buyers gets the most ads. Two more ads are written for people who already know you: proof, then the offer.
• Each ad's stage. Every ad shows the stage it is written for, and you can change it. Changing the stage on a planned ad offers to write it again for the new stage.
• Retargeting. If your Meta pixel has seen visitors in the last week, the two warm ads can go to people who visited your site in the last 30 days. They run in an ad set of their own that takes at most a fifth of the budget, and your other ads are kept away from those visitors. Meta asks you to accept its Custom Audience terms once. If you haven't, the warm ads run with the others and the campaign page links to the terms.
• Results by stage. The campaign page shows spend, click rate and results for each stage. The daily check-in says which stage is selling, and new ads it suggests are written for that stage.

Nothing here spends ad money on its own. Every change to your campaign is a button you press.