What makes the "Mr. X" marketing tactic so effective?

[Kevin Rogers]

What do you think?

YouTube - The Marketing "X" Factor

[CopyMonster]

The X-position... it works because it ticks many of the boxes.

• CURIOSITY - yes, all the majors... who, what, why, how?
• AUTHORITY - yes, if they weren't the real deal or the 'goo' doesn't really work then there's no need to be the X is there?
• LIKING - yes, they're spilling, sharing so you can finally get some for yourself. Of course you're gonna like them even if it's just a little.
• TRUST - yes, they're taking the 'risk' to make this available, isn't it easier to trust when it looks like the other party has something to lose?
• REASON WHY - yes, yes and yes
• US vs THEM
• HOPE

None of this is explicit, it's built into the positioning.

Add this to some unfulfilled desperate desire... and you have a formula for a lot of sales.

Just 2.5 cents.

[BrenDavis]

awesome video, but would like more practical...

[Kevin Rogers]

Hi Bren,

Thanks for your comment. This video is meant as more of an expos'e than a teaching video. See my sig link below for a very practical video breakdown of our recent mobile monopoly campaign.

Best,

Kevin

[Bruce NewMedia]

Very good video, Kevin....I think Kevin Trudeau depends on this technique in selling his product, "Your Wish Is Your Command" in informercials....

He continually makes reference to a "Secret Society" that he was privileged to join years ago that taught him the 'secrets of wealth' others didn't have access to. He never names the society specifically, nor does he name members, as I recall.

...and he gets to claim status as the 'Whistle Blower' who exposes the Society and brings the truth to the masses. ..it's a very powerful technique or these top marketers wouldn't have used it so effectively.
_____
Bruce

[Benjamin Johnson]

We've gotten some comments asking for some practical "hands on" tips on how to use the "X" Factor in your own marketing. So here's a breakdown of two common strategies we've seen, plus a swipe file of a few of the ads we covered in the video...

We've seen some examples of top marketers using the "X" Factor in
their marketing, so let's quickly break down the two main
strategies they're using, because if you look back on those
campaigns they're pretty much split down the middle.

Path #1 is to pair up a well-known guru, like Mike Koenigs or
Amish Shah, with a "Mr. X" during prelaunch, and the "big reveal"
of the mystery man's identity happens soon before the launch.

Path #2 involves a lone Mr. X who stays underground all the way
through prelaunch and entire launch process, and even long after
launch day, like Aymen from The Arbitrage Conspiracy, The Rich
Jerk, and Jay Abraham's mystery copycat.

So there are two distinct themes to how this strategy gets used...

Which is better?

Tough call.

But when a well-known guru shares the spotlight with an anonymous
"Mr. X," it can be a good way for the guru to present their own
content in fresh, new way, especially if they've released a number
of products before and their customers may feel like they're
already "seen it all."

Mike Koenigs is the most recent guru to take this approach... and
Jay Abraham brilliantly used his never-identified Mr. X to make a
summary of his marketing materials from previous books and seminars
even more compelling than it might have been if he had simply
advertised it as a summary he had written himself, without the
mystery man.

Finally... no matter which approach you take, the anonymity of
"Mr. X" only works if it's surrounded by familiarity on all sides.

When a guru takes on a mystery partner, both end up playing off
each other's credibility - the guru gets the benefit of "Mr. X"'s
whistleblower appeal, and we have more trust that the claims about
"Mr. X" must be real because the guru's willing to stake his
reputation on them.

If "Mr. X" is acting alone, like Aymen or the Rich Jerk, JV
partners can kind of take the guru partner's place - they can talk
about how they've personally met "Mr. X", or at least about how
they've been given a glimpse behind the curtain at his methods.

The bottom line is, even "Mr. X" needs social proof.

And now for the swipe file:

In the video, we deliver a "sneak peek" at some great sales letters
that make masterful "A-List" use of the Mr. X hook... and if you're
looking for ways to deploy it in your own marketing, these letters
are the best places to look for inspiration.

Problem is, a few of them are a bit on the obscure side... so you can download a PDF we've put together with a few of the best right here: The “X” Factor Ads.

No opt-in required. Just free content.

[.X.]

You should ask the "official X" - no Mr. - it's
too pretentious.

Mister = faker. IE, Faker X

Social proof is extremely helpful, though not
necessary.

Primarily it's about curiosity . . . and speculation
and what that can become as a marketing tool.

Let's face facts; The Rich Jerk is an all-time
classic example.

I took on X because as an unknown in the
market I wanted to generate speculation, to
become something *bigger* than **** ******,
and to have people attach the product to
already established authority figures, ie,
"This sounds like John Reese . . . or Frank
Kern . . . or Gary Halbert" - nope, none of
the above, but thanks for guessing.

It meant instant credibility.

Of course this speculation ran into the
forums and generated viral promotion through
discussions.

There is also the fact that I said what I
wanted to say and not what my ego would
allow.

You want the truth? This is it. Let's set
all 'political correctness' aside and be real.

Did you know "politically correct' is originally
a term derived from the communist USSR?

How's that for America . . .

There was also a deeper message that
anyone *can be* X.

You will never be John Reese.

You will never be Frank Kern.

You will definitely never be Mike Filsaime.

But X?

None of this really works now with "Mr. X"
because most of these hacks aren't creative
enough to go beyond formula.

Seriously, how can you have multiple Mr. X's
at one event? It's . . . not politically correct
to say what should be said about it.

They've ruined a good thing.

I'm working on the next incarnation because
I need to separate from these wannabes.

Chris X?
Ken X?
Andrew X?

It makes me want to **** in their ****.

X

[RickDuris]

Just for the record, the Mr. X promotion from Jay Abraham was true. And to Jay's credit, the reason he used the "Mr. X" positioning was he didn't want to publicly disparage his former Client.

It was a noble gesture given the circumstances--as well as stunningly effective.

Millions were made from that one promotion. But the key was not only the promotion, it was mailing to receptive, targeted buyers and promotion by JVs who endorsed.

As for the others Mr. X promotions, I do not know.

But I can tell you this: In my opinion, most of the Mr.X promotions today seem contrived. And while the identity of the person remains a mystery, what also is a mystery is the proof and methods of the product or service.

In other words, too much mystery means "BULLSH*T!!" People's antenna go up.

Case in point: Yesterday I was working with a new Client. A local portrait photographer. Now I, nor my partners, like to share details of our previous success. For many reasons, it's just a hairball we'd rather avoid.

But she told me she almost didn't move forward. What caused her to change her mind?

She saw the results we achieved for another Client.

THEN it all made sense why we keep things "so close to our chest." (Our credibility was actually enhanced--because we didn't pound our chests.)

In other words, I believe there's a limit to how much mystery is allowable. It's a fine line.

- Rick Duris

[Greg Jacobs]

After over 200k hits to webinar sign up pages, we have determined that Mr. X converts better than ANYTHING. (including Greg Jacobs )

Well the context is...... I am interviewing <NAME> To get him to reveal <secret>

So hands down Mr. X always converts better.

Why... probably for the same reason why Blind Copy sells better than telling people whats int the box

basically you bypass and give the bird to their logic and force them to make the decision based on emotion alone

So the are not allowed to think and your sales increase
not bad.

[Kevin Rogers]

Hi Greg,

No doubt it's an effective model, but I don't agree wholeheartedly about your take on blind copy always converting better.

Depends on the market of course, but in the context of IM (vs. say biz-op) blind will only get you so far. At some point, if the product is worth it's salt, you owe it to the prospect to explain what's inside. (Otherwise, buckle up for a flood of refunds)

However, if there are strong preconceived notions about the methodology behind your program being "old hat" or "too difficult", then I like leading the prospect in blind, finally exposing their objections and then countering them.

It's always a balancing act. Part of what keeps this stuff fun.

Thanks for commenting.

Kevin

[fxprofitmountain]

Originally Posted by brucerby

Very good video, Kevin....I think Kevin Trudeau depends on this technique in selling his product, "Your Wish Is Your Command" in informercials....

He continually makes reference to a "Secret Society" that he was privileged to join years ago that taught him the 'secrets of wealth' others didn't have access to. He never names the society specifically, nor does he name members, as I recall.

...and he gets to claim status as the 'Whistle Blower' who exposes the Society and brings the truth to the masses. ..it's a very powerful technique or these top marketers wouldn't have used it so effectively.
_____
Bruce

Am I the only one that thinks this method is great at converting those who feel like "outsiders" but is not very effective with others?

[Benjamin Johnson]

Interesting point -- Yes, I'd say the Mr. X appeal often targets an "outsider"/beginner-level target market. The more familiar/sophisticated the prospect becomes, the more the cachet of a known expert can begin to outweigh the mystery appeal of the "X Factor."

There are exceptions, of course -- Jay Abraham's pitch for his "Mr. X" book was just as much at existing customers looking for more of the same with a different spin.

So you could say the "X" appeal has kind of a bell curve: It packs a punch with fresh prospects... begins to fatigue a bit with regular customers...

... And then it may catch a second wind, reeling back the most sophisticated buyers in the pack for an encore -- the ones who've "seen it all" and need a reason to believe there's something left behind the curtain to shock and delight them all over again.

[JohnB23]

One of jay abraham's core messages is..."what can I sell to *lower the barrier of entry*, or lower the hurdle rate, to get customers to buy". Start off with something cheap, less intimidating, more introductory.

Also a mr x product has this idea of endorsement. Mr X says my product works. Not me. It has more credibility to a degree.

Probably the optimal time to introduce a mr x product is when you've saturated your own market.

I read somewhere jay has sold 40,000 mr x books? Or 60? Some incredible number. How did he sell the book originally? Endorsements?