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

awesome video, but would like more practical...

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.

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?

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.