Dangerous Money Making Thread-Not for Faint of Heart/Probes Deep 2 Cores...

9 replies
This one will live up to the title so be prepared to explore some deep concepts which can also be boiled down to simple concepts too.

I almost didn't create this thread because of the danger of the sheer

marketing power behind the concepts revealed in it, but know it will make

for an interesting discussion because the very best minds in marketing

call this forum home.

Heck, many if not most even call it homepage.

Most of the concepts we will explore in this thread are not new.

However, it is the marriage of the two most powerful concepts

as they meet and mesh into one seamless system that we'll be discussing

in this thread and in that way, it breaks new ground and I'm very eager to

hear what some of the more veteran warriors have to contribute because

I know with the collective experience of what amounts to milleniums,

there is a lot of value to digest from what will inevitably transpire from the

discussion.

The depth of your participation into fully exploring

how you can begin to more fully use these two proven core concepts

in the contexts of your business will be the determining factor of how

much you will benefit from its application.

Hopefully the thread will evolve as the collective share their insights more

than any one warrior could so we gain much more as a whole.

If used for the wrong purposes, these systems could be dangerous.

When used to provide value by meeting and exceeding demand,

it will prove to be profitable.

After watching one of Frank Kern's dvd's where he's speaking at one of

Rich Schefren's Strategic Profits bootcamps,

Frank in just a couple of hours was able to boil down something

so heavy that it really began to help me see entrepreneurship, marketing,

business systems in a whole new way that can only be better for clients

and as a result business.

To try to sum it up to the core concept that Frank says is the backbone

of every successful multi-million dollar launch in days,

with examples, case studies and proofs given along with the evolution

of many of internet marketing's pioneers into what we know of it today,

as well as the the influence to shape social thought that is now more far reaching (and because of this far more powerful/influential)than at any

time previously in internet marketing worldwide,

Frank basically states that there are two parts of all people

that as marketers we must speak to in order to market effectively.

These two parts are our:

1.surface "shell" identity

and

2.core identity

The surface "shell" identity is like "who we are" as in what we do for a living like,
"I'm an internet marketer."

The core identity is more like who we are inside or who we really dreamed

we would be as children when we finally grew up one day like "I'm going to be a star".

Frank said that when we effectively get past the 1st identity with our

marketing message and speak directly to the core identity with our

marketing message,

then that is where the power to influence is made manifest and translates

into the desired action taken provided that we already knew

our market to the core through research.

Those who have followed Frank's stuff will know he is friends

with the great John Carlton and both are legendary for their

copywriting and marketing mastery.

I don't know if you see how powerful that first core concept of Frank's is or not,

but it has profoundly affected me and I'm thankful for it.

I don't want to just throw a bunch of spaghetti at the wall and hope some sticks

or just communicate with the plastic, socially acceptable "surface core"

of people.

I want to be able to speak to their core with assurance knowing that

they are going to have a much greater life by doing with business with me.

I think that deep down, that's what we all want because most (if not all)of

us are the marketer and marketee (we're the marketeers lol)

even if it is only selling ourselves on the

idea that a new idea is worth exploring further.

It was after watching that dvd that from somewhere deeper than just

my mind and from the very core of my memory came the words of wisdom

from another legendary copywriter who is often referred to as one of

the greatest who ever lived and whose ads were homeruns nearly 80%

of the time and whose principles have made me lots of cash too.

His name is Eugene Schwartz.

Most marketers and copywriters who have studied Schwartz will probably

make the connection by now from what Frank shared on the dvd

and what Eugene Schwartz shared in his famous "must have"

(33 minutes?) recording where he gives 8 secrets to master copywriting.


One of those was to not merely "tell what the product is"

but to "show what it does" and "demonstrate it".

Can you see the light coming on how just telling what the product is

and what its features are is just the "surface core"

but by showing what it does for you is speaking to the core identity?

I know it will probably seem like revisiting the cliched what's in it for me

benefits vs. features, but it really is that simple.

Now here is where it gets truly powerful by

combining/joining Frank's core concepts

with Eugene Schwartz's concepts for total market mastery.

Let's pay attention to another one of Schwartz's

secrets.

He said that "the creativity is not in you, it's in the market and in the product and your job is to just Channel the Demand."

As I ponder how some "salespersons" seem to "push"

and how marketing is more of "drawing" or "pulling" instead,

my mind sees a bar graph of demand and using marketing+business systems

to take that "liquid desire" and solidify it through giving it a

profit funnel to flow through.

Everything from pre-first contact market presence to follow up...

client appreciation special offers/discounts/rewards and everything in

between to instigate word of mouth referring and viral action

to be the most natural and most logical step in a systematic way consistently.

When I heard Schwartz say "channel demand" or be a "conduit" for demand...

it was like making the marketing system (long before the internet)

a vessel for what the market desired to flow through resulting

in profits for the business owner.

I also recognized that we ourselves can be that as well and that

truly was coming from the "core" if anything ever has because of the way

it "flows."

Now here is where the eyes of my heart's understanding were enlightened

with the startling revelation and connection shared by the greats

from decades apart and yet culminating unbeknownst at once in a place

beyond time to influence millions by degrees of separation, butterfly marketing effects and many other ways from many others.

Brian Keith Voiles shared a brainstorming session of the century

where he showed himself in recorded videos coming up with headlines

as he was doing a salesletter.

What I learned from that session was that the winning control

already existed... before it was written!

This may seem like "chasing rabbits" at first, but it really is in the same

flow so it was important for it to come out in that intense spurt.

I'm hoping some others who are "getting this" will post and let me know

they understand what I'm saying here because otherwise it could just

remain locked up forever in the bones, taken for granted, dismissed as insanity or missed by those who haven't "seen it" yet before and can really stand to benefit like I'm being benefitted just by sharing it.

To explain what is meant by it was already there...

is as I was watching Brian write these headlines and as he was explaining

where the words he was writing was coming from as he was speaking

to the very desire of the person who would be reading it in another time

and place at some point in the future and buy the membership,

I began to hear Schwartz's echo of saying how the creativity exists

in the market and the product and the job of the copywriter is just

to channel or funnel that demand into the consummation of the transaction where "trans" = change and "action" means Take Action!

The action of money and products/services changing hands.

After he chose the winning headline, he used some of the others

he had written before choosing the winner as sub-heads to break up

the text and even used some of the headlines to write the body copy.

You could literally see the finished letter before it was written

by watching the transformation of headline brainstorm ideas

morphing into sub-heads.

That particular membership had to do with knowing which stocks to

invest in after tracking proven winners over time.

Here is the place where the two core concepts of Kern and Schwartz

culminate, combine, integrate if you will.

The "secret" that was the still small voice echoing from that recording

of Schwartz was when he said...

"Know Your Product to the Core"


With Frank's awesome revelation on knowing the market to the core

and Schwartz's know your product to the core, that's when I knew

that the product, service, membership, relationship, etc.

was both created and consummated in that same

place outside of time where the creativity of the market

both desires and demands it!

Beyond market research, marketing, copywriting and product creation...

it is our mission as the entrepreneur

who understands the need and power of creating businesses beyond

the single transaction and/or single product...

to integrate our core values in a synchronization with

the vision of systemizing the solutions with the demand of industry

in the most profitable and beneficial channels possible.

It is in the pursuit of this consummation/embodiment

spirit becomes flesh, demand justifies solution

that...

We ARE Who We Are...To the Core...

We ARE the entrepreneur.

Please contribute your desire to explore these principles of core identity

marketing and entrepreneurship further... I can hardly wait to read your

reflections.
#bkv #core identity marketing #cores #dangerous #deep #entrepreneur #faint #frank kern #heart or probes #john carlton #making #money #threadnot
  • Profile picture of the author BrianMcLeod
    Doug,

    I fear some heads may have just exploded... But I, for one, DO get what you're saying.

    You might call it Holistic Marketing.

    Good stuff, Doug!
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  • Profile picture of the author Andyhenry
    I like the simplified way that Mark Joyner put it in his 'irresistable offer' book, but it's also nice to overthink things sometimes I do a lot myself
    Signature

    nothing to see here.

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    • Profile picture of the author ptone
      Originally Posted by Andyhenry View Post

      I like the simplified way that Mark Joyner put it in his 'irresistable offer' book, but it's also nice to overthink things sometimes I do a lot myself
      I don't know, Andy. Can you boil down everything Doug said to something that simple? Does it have the same impact?

      I'm going to read the post again...once wasn't enough for me.
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      • Profile picture of the author Greg Cooksley
        Hey Doug,

        Now this is a "deep" thread....

        I'm going to have to read it again to fully assimilate the poignant
        points....

        Just one comment that I want to make now. We were taught some
        fundamentals in all of the sales courses that I attended. The
        most important one related to how you engaged with a potential
        client on the first meeting.

        There are basically two techniques:

        Most sales people will sit down with the client and immediately
        launch into a product pitch and why his product has better features
        than what the client has at present.

        The other technique is to begin to ask questions. Try and understand
        what the client likes about his current product and more importantly
        what he doesn't like about the product/service/company etc. At
        no point does the sales person talk about his own product. The
        aim is to fully understand the clients needs and desires.....

        Isn't that what we should be doing?

        Hey Doug - we need to hook up again....

        Regards

        Greg
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    • Profile picture of the author DougBarger
      @Andy- Oh yes, for sure Andy, I like the way Mark put it better too.

      In fact, you just reminded me I should read simpleology again soon. :-)

      @Greg- So right Greg and great points. Yes, I agree and look forward to it.
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      • Profile picture of the author David_Thompson
        One of the best post I've read all week
        dammit it does give you brain freeze...

        A most excellent post Doug and you're
        right Frank and John Carlton, Mr Schwartz
        are lethal combination for the brain...

        --David
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        JV partnership wanted, Lets grow your list for free. Nothing to do with giveaways. PM Now
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  • Profile picture of the author DougBarger
    @ David, thanks, you're much too kind and too right about the brain freeze.
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