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