(Frank Kern) Mass Control 2.0 Week#3 - Mass Control Formula Revealed

CLIENT TRAINING WORKBOOK
- - --- - - - - - -- -
FRANK KERN'S
MASS CONTROL
- -- ----- -
Week 2: Creating Your Character and Storyline
Produced by: Frank Kern
CLIENT TRAINING WORKBOOK
INTRODUCTION
Page 3
The simple fact is that people come into your herd to get content ...and they stay with you because they
become attached to the character you portray. There are five basic building blocks for creating a character
your herd will bond with. They are:
Your Back Story
What You Stand For (Your Beliefs And Values)
Your Magic Powers
Your Fables
Your Secret Language
..And each building block must be carefully crafted to match the desired outcome ofyour market.
For example, when I'm selling to the "Make Money" crowd ... especially to the beginners, I know that my
market's desired outcome is to make money by doing nothing. Therefore, my "character" is a lazy slacker
who came from nothing, stands for easy money and stands against conventional "work," has a near magical
ability to make money on the Internet, tells stories of stumbling over incredible money making systems, and
speaks the "mysterious" language of PPC, Niches, Google Slap, Reverse Squeezes, and more.
All of these character elements are TRUE ...and yours should be true as well. This first section of this
Module walks you through the exact steps to creating your character by uncovering the building blocks you
already have.
Section 2 familiarizes you with the concept of using stories with Mass Control and explains the evil tactic of
using persuasive metaphors to embed beliefs and messages in people's minds. In it, you'll discover why a
simple garden story means you can get rich :-)
In Section 3, we will review the three major story lines I use:
1. Us Vs. Them
2. The Reluctant Hero
3. Hometown Boy Makes Good
This section reveals a big secret about how I do this, plus it introduces you to how the reluctant hero story
line works, and shows you the reluctant hero formula I use.
In'Section 4, I introduce you to the very tactical concept of "Us versus Them." This is the manual THEY
don't want you to read! In this section, you'll discover the real way I use Us Vs. Them in Mass Control.
(Hint: Implicit.) I will also go over several different ways I've used it in my own marketing and when I'm
writing for other people.
Section 5 focuses solely on the Hometown Boy Makes Good storyline, the most straight forward storyline I
use and the easiest to implement.
2008 Mass Control Syndicate. All Rights Reserved.
WEEK 2: SECTION 1
WEEK 2
CREATING YOUR CHARACTER AND STORY LINE
Page 5
Section 1: This section corresponds to the Mass Control Creating Your Character
video
The keys to the effectiveness of Mass Control are your character and your story line. Once Mass Control
money magnets are used to gain interest and desire, the market starts to pay attention toyou, your story, your
character, etc. This is when Mass Control really starts to take effect, and your list starts to grow rapidly.
You will quickly have to get used to the fact that you have become the guru-the expert leader-and you
will be looked to for direction, information, and expertise. You should not be intimidated by or concerned
about your new appeal; after all, we are all inherently prone to follow a leader. We are programmed from
birth, through years and generations of human development, to believe in heroes, gurus, and even saviors.
The fact is, your market is going to follow somebody. It might as well be you. Dan Kennedy borrowed an
analogy from Norm Evans when he said, "People are walking around with their umbilical cords hanging
out, looking for a place to plug them in." That's very true.
People will pay attention to you because they will become addicted to your character. It's not as much about
.the actual content as you would think, although in the very beginning it might be the content that drives
them to 'join your list. After reading the interest and desire magnet, watching a video, or listening to a
teleconference, they will want to fInd out what happens next, and they will remember and relate to
characters ~ t r than anything they've read.
ACTIVITY
In fIve seconds, name three things you learned in college.
1. _
2. _
3. _
Now, in fIve seconds again, name three characters from Seinfeld.
1. _
2. _
3. _
You probably successfully named three characters from Seinfeld in those fIve seconds: George, Elaine, Jerry,
Kramer, Newman, Soup Nazi, Mr. Peterson, etc. But isn't it a little hard to name three things you learned in
college (even though you probably paid tens of thousands of dollars to go to college)? People remember
characters and relate to them, and stories keep people eagerly waiting for your next installment. Stories make
people want to open your email, watch your video, and keep up with you.
YOUR MISSION
It is critical that you create and use a character that will instill a sense of relationship with your herd. They
should feel like they know you already, like you are a long-lost friend. On countless occasions, I have been
approached in seminar environments by complete strangers who say something like, "Man, I've seen your
videos. I'm on your list. I feel like I've known you for years." Well, that's not an accident. I try to engineer
that emotion in my list because I want them to know, like, and trust me. I create a bond with them so that,
when it's time for me to sell them something, I have a much easier time of conveying its importance and
value to them. And you can have that exact same effect. It's really pretty simple.
Page 6
WHAT IS A "CHARACTER"?
WEEK 2: SECTION 1
A good character is someone who is immediately recognizable. He stands for something, represents a belief,
and has a back story (a legend) that's immediately recognizable. A good character actually has building
blocks on which the whole basis of the character is built.
A character also must have magicpowers. Of course, I use this term somewhat jokingly, but magic power is
the whole reason you're around anyway. It's because of your "magic powers" that people pay attention to
you. In marketing, for example, I have the magic power of creating wildly successful niche businesses or
doing giant launches. Ideally, you want to have a series of stories that you can tell to get your point across
and make people bond with you. Then, of course, the character speaks the same secret language that the
market speaks. Let me break these all down for you:
First, let's look at some real and recognizable back story examples taken directly from the internet market-
ing niche. I'll give you the back story, and you can guess who we're talking about.
Back story #1: Million Dollar Day. Who is that? Did you guess John Reese?
Back story #2: Underground Secret Agent. Yanik Silver, right? He's had that underground seminar
going on for almost four years in a row now.
Back story #3: The Tubby Nerd from Australia. Who is that? That's Ed Dale, my co-creator of the
Underachiever Method.
Back story #4: A belief statement: I'm better than you. That, of course, is Rich Jerk, right? What a
jerk!
Back story #5: Total Slacker Who Makes Money. This one should be really easy-me! That's my
back story.
BELIEFS AND VALVES
Superman: truth, justice, and the American way. Most people, unless they don't pay attention to corruc
books or were born yesterday, would immediately recognize Superman's mantra. Anyway...
In my dog training business, I use the pen name Dean Rankin. His primary belief and core value is positive
reinforcement. I'm the positive reinforcement training guy. Likewise, if you know my personal character
(Frank Kern), then you are aware that my core belief is that lazy is good and making money is easy. Myen-
tire Underachiever career was all about being lazy but still making money by building ten or twelve moder-
ately successful semi-slack businesses instead of one giant corporation.
MAGIC POWERS
Your magic powers are simply your unique abilities. As an example, my magic power is that I have an in-
credible ability to conduct giant launches that yield millions of dollars in a matter of hours. The people who
pay attention to me (in regards to Mass Control) want to be able to do the same thing. They want my magic
power. (Now this is obvious, and I know I shouldn't even have to say it, but ... don't invent magic powers.
My use of the phrase "magic power" is not in any way to imply that you should make up stuff. I just use the
term "magic power" because it's cool.)
To really drive this home for you, I am going to discuss my magic powers in more detail. I did the three big-
gest launches in Internet marketing history, back to back: the Annihilation Method, which fillally beat John
Reese's Million Dollar Day; then StomperNet, which was the single biggest internet launch in history; and
WEEK 2: SECTION 1 Page 7
Pipeline Profits, which was the second biggest launch in internet marketing history. Another magic power is
my ability to create a niche business (i.e., my dog business) that does over a million dollars a year selling
cheap informational products.
John Reese has two magic powers as well that are worth noting. He generated over a billion visitors over the
past decade or so and made over one million dollars in one day with his Traffic Secret launch. And then
there's Brad Fallon, who of course also has magic powers, as they relate to StomperNet. Brad Fallon has a
wedding favors business that makes a million dollars a month using FREE traffic. As for an example outside
of the Internet marketing arena, Dean Rankin's (my dog business pen name) magic power is his ability to
train dogs to behave without hitting, yelling, or scolding. Dean is not a professional trainer but still gets
amazing results.
BORROWING MAGIC POWERS
If you don't have your own magic powers or if you don't believe you have any magic powers, you could
borrow them from someone else (but obviously, don't claim them as your own) by focusing on the results
that similar products have achieved. You want to acknowledge the source and let the prospect's brain make
the implicit link between you and the other product. In order to provide you with a concrete example, I'd
like you to follow along with my Internet screen shots.
Assume, for example, that I'm selling a product related to the pH Diet, also known as the Alkaline Diet.
This is a lifestyle diet that involves consuming foods that are more alkaline than acidic. The general premise
is that if you keep your body in a more alkaline state, it becomes almost physically impossible to get sick or
be overweight. Now, I'm not a physician, and I don't actually practice the Alkaline Diet; therefore, I would-
n't really have any magic powers in relation to this product. But I can borrow magic powers from the pH
Diet itself, from the product, and I can use testimonials from other people.
I am armed with the knowledge that the pH diet was popularized by a doctor named Robert Young, who
has received some noteworthy media attention from both ABC News and Medical News Today. With a bit
more research, I can uncover some of the many testimonials he has received.
In my attempt to establish creditability, I must first find out what the media has to say about my product.
So, the first thing I would do is check out "Alkaline Diet in the news" at google.com. And right here is an
article on medicalnewstoday.com.
Go gIc !.lk.Jined,elln,henews
Wob
Acid Alkaline Die!' UK Health & Wellness Store
The UK Alkalin. Ol.t & Natural Health Speclallat. I>1th p<oducta from Innertlght.... Stay
UPdated on the laleat .Ikalln. diet and nutrillon new.....
www energiaeforilfe comf 87k . :ilroitl.LI!"
Energise Blog' Natural Health & Alkaline plet Health newt ...
So I've quickly knocked togather an alkalln. dl.t Squidoo lena which 11.1. all of my alarier
,""ourc.. alongalda a few youlube clip. aboul alkali. lng, ...
w.,'lW energlsefonlf. eomJ'NOfdpressl 43k (' mil
II 'TJ
Alkaline piet Can Combat The Effects or Acid Beflux
Oa.troesopl'.ageaJ Raflu. 01..... (OERO). mono commonly knov.n as ecld rellu affect.
19.8 percelll cladull' In the United Slat.. (roughly 47.3 million ...
WONW medrc;alnewatoday comJart,cl..lm38 pnp 461< ..
Alkaline plet Can Combat The Effects or Acid Beay Yisltor Opinion
Opinion. forum poll from vl.ltote of MOOlcal New. Today.
www medlcalnowltodoy comJyouropinlona pnp?op<n,on'd'I9672 3SI<
,.. ''!l!l 'J:
n.wt Alkaline P1et and Health Blog
En'rel.a Slog; Natural Haalth & Alkalln. 01.1- Haallh new. a'k.lln. dl.t ra.ourc.. &tips
'0 maka vou haoov. New. Dloa.t Sloo ...
Page 8
WEEK 2: SECTION 1
When I click on that article, I learn that the Alkaline Diet can combat the effects of acid reflux:
Acid ReffuXIGERD News
Alkaline Diet Can Combat The Effects Of Acid Reflux
Main Category: Acid ReffU,!ERD News
Mcie Date: 25 Jul 2007 - 0:00 PDT
to a friend rEI printer friendly t! view Iwnte opinions J rate arode :i' newsletters
Gastroesophageal Renux Disease (GERD). more commonly known as acid reflux, affects 19.8 percenrofadut
suffer from the disease can attest to the sometimes crippling discomfort it causes. Although medications and 5l
touting the benefits of consuming a more alkaline diet In order to control acid renux.
For both immediate and lang!enl1 sUlvival, the body must maIntain balance between acidity and alkalinity. In f
has been recognized by physIcians since the early 20th century. although Ills only recently creating buzz. Thif
ago due to the wide availability at protein. Since protein Is now a significant component of most meals. the bull
acidic residue within the body. Tills occurs when food Is metabolized and broken down. leaving certain chemh
of pH for the body.
The human body genuinely wants to seek balance. In all forms - GERD is simply aresult of a long-standing pI
canl digest it completely. The excess undigested food men turns inlo acid waste. which causes stomach spas!
increase forces open the valve between the esophagus and stomach allowing stomach acid to retreat into the
GERD SUfferers know the imponance of drinklng waler to stay hydrated. but the thought of their body's reaetior
Artesian water beverage is naturally and highly alkaline. with a pH of g.O-the highest of all retail bottled waters
ordinal)' bottled water. While eVamor makes no health claims. it can claim thaI It counteracts the negative effe(
TO help track results. eVamor even provides acid tests for Individuals to take in order to see the change In !hell
The scale, Which measures how or alkaline a substan,ce is. ranges from 0 10 14.0. A pH of 7.0 is neu
If I wanted to borrow the magic powers here, instead of talking about how great I am, I would simply talk
about how great the product is or, specifically, about the methodology behind the product and how it has
been proven to get desired results. I could say something like, "You know, some people say the Ph Diet is a
miracle cure. As a matter of fact, Medical News Today just ran an article saying that it could combat the
effects of acid reflux. So why spend hundreds of dollars on potentially harmful medications when this
simple lifestyle change could rid you of the miserable symptoms of acid reflux for the rest of your life?"
On the second page of my Google results, a link comes up for foxnews.com: Controlling the Symptoms of
Menopause. So again, although I personally don't have any magical powers in the realm of the pH Diet, it
has its own magic powers that I can back up by what is said in the media.
- 591< - -
FQXNews.com - Controlling the Symptoms of Menopause Through Diet ...
They require a more alkaline, vegetariatl",,,,,tered diet that helpS their bodies expand ....
Advertise on Fox News Channel. FOXNews,com and FOX News Radio....
VNI fexnews com/story/O 2933.293956 00 htmi - SOk -
news aggregator I Vegetarian Communitv - Vegetarian Resource ...
Recent articles by this author. High Ntilude Training' The Alkaline Diet -Is II ... Soorce
Vegan News. Categories: Vegan ...
WNW v$nvog.comlallilregaIOt - 251< -
Latest News alkaline food and acidic food. difference between ...
latest News alkaline food and acidic food. Article of the Oay ... An alkaline diet Is
composed of approximalely 75-80% elkellne foods and 20-2&% acid foods....
..-.gfll-fltn.s&.orgIArt 19.hlrn . 36k ;)JmfuILJIll9>!!I.
Alkaline Diet
Alkaline Diet Are yoo ready 10 make a lifestyle change and live a healthier life? If you ere.
then yoo should expiOte the different ways Ihat yoo can change ...
_ ringsurl.com/onlireJ173-elkallne hlmi. 14k - $'I1',ijl! _
The Acid-alkaline Diet For Optimum Health The Acid-alkaline Diet ...
Forum topics posts last post alkatine diet site suggestions ... Include the latest diet stock
price atld fundamenlal investin9 data, price charts and news ...
luclle-lrophy byaHve.com/diet hlml-12k - $;- ,g'i-
Alkaline Diet and Anli-Aging
Nalural anlianlnn and reverse anlnn throonh alkaline diet.... The nreat news Is that wllh thl&
STORIES
WEEK 2: SECTION 1
HEALTH HOME
THINGS TO KNOW
AGING
HEART
PREGNANCY &
PARENTING
HEALTH VIDEO
HEALTH CENTERS
AGING
AU..ERGY I
COLD &FLU
ALTERNATIVE
MEDICINE
BEAUTY &SKIN
CANCER
OIl\BETES
HEALTH TECH
HEART DISEASE
NEUROLOGYI
MENTAL
HEALTH
NUTRITION AND
FITNESS
PREGNANCY &
PARENTING
SEXUALHEAlTH
SPORTS
MEDICINEJ
FOXNEWS.COM HOME)o HEAlTH
Controlling the Symptoms of Menopause Through 0

By Marla Esposlt<>
FClKNEWS
EMAll STORY PRINTER FRIENDLY VERSION
Even though menopause 15 a natural part of the life cycle, many women experience
discomfort during and after menopause as their hormones establlsh a new balance. On-
the major Influences on awoman's hormonal makeup during this realignment Is her dlel
'To start. every woman needs to eat the way our anceslOrs ale. dose to the earth, consumln,
ofhigh-quality, nourishing whole fresh foods: said Dr. Susan Lark., co-aulhor of the new boe
Susan LarX's Hormone Revolution. "WtIere women eat doser 10 the earth, such as Asians a
Paonc Islanders. and consume more prant-tlased foods, they have fewer menopause symp
She said ttle gold standard is the Mediterranean diel which is rich in fruits, vegetables. fish
whole grains. and fats such as olive OiL It is also low in white flour, sugar. and ttle saturated
found in dairy products.
Lark, a physician specializing In medicine for women's healttl. believes lI1al ever
within [he Mediterranean diet, awoman still must choose [he foods thaI support her individu
hormonal profile. For awoman to understand her profile. she must examine two lmponant fc
!!!.__ -Brain chemistry- Neurotransmlners. natural chemi
: that relay electrical messages between nerve cells. ar
crudal for the produaion of sex hormones. There are
Page 9
I can also go direcdy to the source, Dr. Robert Young, author of The Ph Miracle, to see how I can go about
borrowing magic powers from him. Without taking credit or insinuating that his testimonials are my own, I
could begin with an introduction like: "I'm just a regular guy who lives in California. I used to be in horrible
shape, but now I feel so much better, and it's because of this pH Miracle Diet. As a matter of fact, I fIrst
heard about it through a man named Robert Young, and some of his clients had these incredible results."
And then I could go on to say, "One of Dr. Young's clients, a man named Bill Mitchell, suffered from
diabetes for years. But once he changed his diet and followed this incredible technique, he lost 37 pounds
and no-:longer has to take any prescription drugs."
And another one: "Another person whose life was dramatically changed by this incredible lifestyle diet is a
patient named Elaine Boylston, a patient of Dr. Young's. She lost 50 pounds in the fIrst 12 weeks on this
program, and she was rid of her debilitating health conditions from that point forward." Ifyou don't have atry
results, personalb, you canfocus on the results that otherpeople havegotten, as long asyougive them credit.
I wouldn't want to sell against Dr. Young direcdy because I d1ink that would be bad form. Again, it is
critical that you give credit where credit is due. Never lie and never ever try to take credit for someone else's
work. You'll notice when I was giving this example, I mentioned Dr. Young, as well as his patients and
clients.
EXAMPLE
In Jeff Paul's original How To Make Monry In Your Undenvearcourse, his whole pitch is centered around his
assertion that he used to be a loser until he discovered Dan Kennedy's magic powers. So he doesn't even
talk about his own magic powers in his original promotion-a classic example of borrowing magic powers
the right way.
FABLES AND PARABLES
Fables and parables should be used to repeatedly tell true stories that reinforce what you're all about and
reinforce your character's identity, core values and, of course, magic powers (which match the desired end
result that your market has). Let's look at the Bible for a classic example of the use of parables and fables
and accept, for illustrative purposes, the premise that Jesus is amazing. Supporting the overall awesomeness
of Jesus are accounts of Him turning water into wine, performing healing miracles, and being born again.
Similarly, the Bible has various stories (parables) about Moses parting The Red Sea and turning a stick into a
snake.
And in defense of the belief that sin is bad, the Bible uses the story of Sodom and Gomorrah, where people
sinned and got into a lot of trouble and then bad things happened to them. I am sure you can fInd many
more similar stories throughout the Bible to support that belief as well.
Page 10
WEEK 2: SECTION 1
And the exact opposite of the Bible would be my own personal fables and parables. When I am selling the
whole idea that selling marketing stuff is bad and that selling niches is good, I tell my FTC story; I relay that
not only was it hard as hell selling marketing stuff and being hypercompetitive, but then the FTC sued me.
In the end, I discovered niche marketing, and now I make more money than ever, and I don't have to really
do anything. The FTC story is used to support that overall statement that selling marketing is bad and selling to
niches is good.
If I wanted to sell or support the statement that niche marketing is easy, I would tell my parrot story:
When I was in the Guru business, a student said I was full of crap, and therefore, I couldn't possibly know
what I was talking about. So I created an ebook about teaching your parrot to talk. I sold it. And it was
successful-providing me with months and months of income on autopilot. I would go on to use that story
to illustrate how easy it was to make that money and how I didn't have any pain in the ass customers to deal
with. I decided to make lots of similar products, and now I make over a million dollars a year selling niche
marketing products.
Similarly, if I wanted to support the statement that anyone can make money online no matter what they
have been through, I would use my true life Info Millionaire story. I lost everything I owned in a flood back
in 1994, and I tried and failed in many Internet marketing businesses (and other businesses). Then I
discovered this magic secret (selling information products using direct response marketing) and became
successful on the Internet.
And, fInally, if I wanted to support the statement that Mass Control is good, I would simply tell the story
of the four launches: the Serializer Method, the Annihilation Method, StomperNet, and Pipeline ProfIts,
which, combined, generated over 23.8 million dollars in a combined period of 24 hours. That story (fable or
parable) is true, and it supports that belief.
SECRET LANGUAGE
So now let's look at the fInal piece of the puzzle, secret language. All tribes have their own language, and
we're part of a tribe, or a subculture. When people use their identifying language, it creates a sense of insider
knowledge, bonding, and belonging. Let's say you're at a marketing seminar, and you and a fellow marketer
are using your secret language, talking about OTO's and SEO and PPC and reverse squeeze pages. When
someone else tunes into your conversation, they likely feel completely clueless and view you as if you're part
of a little secret club. With absolutely any other subculture in the world, people like to use their secret
language to feel like they belong and have a sense of bonding.
Our Mass Control Syndicate has a secret language that uses terms like money magnet, Howitzer Method,
Unified Front, magic powers, etc. If we had discussions with other people about these concepts, they'd have
no idea what we were talking about. We'd be speaking our own secret language.
Likewise, the dating market, or "the seduction market," has its own secret language. For example, "AFC" is
a term they use that stands for "average frustrated chump" (meaning guys who don't know all the secret
ninja seduction strategies). PUA stands for "pick-up artist"; a "pivot" is a woman you use to meet other
women, and she usually plays the role of the pivot knowingly. DLV stands for "demonstration of lower
value"-something you do that makes you look stupid in the eyes of a social circle. These are all secret
language expressions that are used within the seduction market. So you can clearly see they're all speaking
thi.s ~ r e t language, which ~ s good. _
WEEK 2: SECTION 1
CONCLUSION
----------------
Page 11
So now you know all the components of building your character, and you know that building up your
character is one of the most important things you can do. Once you have your character established, you're
going to determine the story line that you use to convey who this character is and to get this character out
there in front of everyday audiences.
---------
--
WEEK 2: SECTION 2
----------------
MODULE 2
CREATING YOUR CHARACTER AND STORYLINE
Page 13
Section 2: This section corresponds to the Mass Control Story Lines andPersuasive
Metaphors video
In this section, we will start to lay the foundation for Mass Control story lines, specifically, in terms of how
you can inject character into your prospects' minds.
Why do you want a storyline?
Without a story that delivers your message to your audience, your character is nothing. Furthermore, stories
are the oldest form of communication around. In fact, they pre-date the written word. Prior to our ability to
write, we passed history down through the ages by storytelling. And we remember stories in the form of our
own personal memories. Ask yourself the following questions:
What did you do today?
What is your fondest childhood memory?
What is the funniest thing you've ever seen?
What was your first date like?
Invariably, the answer to these questions is always going to be a story. If you asked me, ''What did you do
today?" I'd say, ''Well, I woke up, and I had filially gotten a good night's sleep. I woke up after Ava came in
bed and got us up at about 6:30. I tried to sleep in a little bit, but around 7:00 I went downstairs and made
some coffee, and it was pretty good. I got the girls dressed, and on the way to school, I was listening to Ben
Folds, and Ava was singing along, and it was kind of funny because she doesn't know the words to the song
and she can barely talk because she's not even three years old. But she was just trying to go along with the
melody, and I thought that was really cute and blah, blah, blah." My whole diatribe is a story. The same
thing is true with the fondest childhood memory or the funniest thing you've ever seen, and, invariably,
these answers are always going to be stories because that is the form in which we remember things and
that's how we communicate.
Within the context of Mass Control, stories allow you to convey multiple messages through the use of
metaphors. With Mass Control stories, you can send out hidden messages within stories through persuasive
metaphors. What is a persuasive metaphor? It is an indirect comparison between two unrelated things
that transfers the favorable result and generates desire to comply. I know that sounds very scientific, so let
me break it down. A "favorable result" simply means the end result that your market wants, and "desire to
comply" means their willingness to do what you want them to do (such as buy your product). So, with a
persuasive metaphor, we simply talk about something seemingly harmless but that ends up making your
prospect want to give you money, and the reason it works so well is because it happens under the radar.
You're not overtly selling or trying to convince anyone of anything. You're simply telling a story that might
seem to have nothing to do with what you're selling.
EXAMPLE
Let's say we're selling something to the "make-money" crowd. We all know that the desired outcome of the
make-money crowd: passive cash flow while doing nothing. But we also know that the make-money crowd
has a certain number of fears and lots of objections. For example, they are afraid of getting ripped off, the
system not working, or someone lying to them. They fear the effort that could be required to learn
something new, such as marketing or copywriting. And, of course, they always have that big fear of looking
foolish to others. Those are all very valid fears and objections, and they're universally common, not only to
this market but in almost any market.
Page 14
WEEK 2: SECTION 2
Let's look at a very simple, somewhat mundane, story using a persuasive metaphor. I call it Welcome to My
Garden. If I were telling a story to this crowd I would say:
This Internet business reminds me of when I first tried to grow my own food. I had
always wanted to be totally self-sufficient, and I figured that growing my own food
would be the way to go.
But I didn't know the first thing about gardening, and I didn't want to buy a bunch of
equipment. Plus, my friends thought I was a nut.
Anyway, I took the plunge and bought a gardening course. It was much easier than I
thought, and it only took me about three weeks to get everything planted. Plus, all I
needed was a shovel and some soil.
The first sprouts popped out of the ground after a few days, and before I knew it, my
garden was full of fresh veggies.
What's great is now I have an endless supply of food and I don't have to really do
anything to get it. All I did was work during the first three weeks, and that was actually
a lot of fun.
I guess the only downside is that my friends who thought I was a nut always want to
come over for dinner!
But I don't mind because I always have more than enough for everyone.
Now, although that's a story about gardening, it can be broken down to relay this transfer to a favorable
result and overcome the objections.
We'll start with setting everything up. Let's look at the first paragraph: "This Internet business reminds me
of when I first tried to grow my own food. I had always wanted to be totally self-sufficient, and I figured
that growing my own food would be the way to go."
One thing we know for sure about our audience is that they want passive monry. So when I say, "I'd always
wanted to be totally self-sufficient," I am using a metaphor to compare growing my own food to becoming
self-sufficient (because acquiring passive income also equals being self-sufficient).
I also know that being self-sufficient equals freedom, and freedom-the passive money coming in-is really
their most desired end result. I could just as easily switch everything around: "This gardening thing reminds
me of when I first started to do business on the Internet. I had always wanted to be self-sufficient, and I
figured that having an automatic income stream from the Internet would be the way to go."
OVERCOMING OBJECTIONS
In examining this sentence, "But I didn't know the first thing about gardening, and I didn't want to buy a
bunch of equipment. Plus, my friends thought I was a nut," what common objections do you identify?
I don't know anything about computers.
I don't know anything about marketing.
-------- -_._-----
Although I am not actually coming out and addressing those specific objections, the mind can draw the
parallels. Here are some others:
I don't want to buy a bunch of equipment (in other words, I don't want to spend too much money).
I didn't know the first thing about gardening (I don't know anything about computers).
Plus, my friends thought I was a nut. (I am afraid of looking foolish to my friends).
When you use metaphors in this way, you are basically saying, "I know how you feeL" A story can convey
those same feelings of uncertainty and doubt and fear of public ridicule.
Now that we've identified those objections, let's look at howI overcome them in the story.
The next section is where I say, "Anyway, I took the plunge and bought a gardening course. It was much
easier than I thought, and it only took me about three weeks to get everything planted. Plus, all I needed was
a shovel and some soil." Let's break it down:
When I say, "Anyway, I took the plunge and bought a gardening course," what I'm really saying is, "I went
forward. I did it." The phrase "It was much easier than I thought, and it only took me about three weeks to
get everything planted" is relaying the fact that it actually is easy.
In the statement, "Plus all I needed was a shovel and some soil," I am pointing out that I didn't risk a lot of
money and I didn't have to buy a lot of stuff.
All of this translates metaphorically to "I know how you feel. I felt the same way. But everything worked out
just fine." This persuasive metaphor speaks to the mind on a different level.
Now, how do we transfer the favorable result or implant and imply that they're going to achieve their most
desired result? Let's look at the final four paragraphs of this little story here:
First, we imply the end result with the statement "The first sprouts popped out of the ground after
a few days, and before I knew it, my garden was full of fresh veggies." I'm implying that I achieved
fast results. And a garden full of fresh veggies, metaphorically, is a bank account full of money.
Another phrase uses the metaphor of an endless supply of fresh food: ''What's great is now I have
an endless supply of fresh food, and I don't really have to do anything to get it." This phrase could
just as easily be used to mean money.
And, of course, we know that everyone wants low effort and very little work-money coming in for
nothing. So I say, "All I did was work during that first three weeks, and that was actually a lot of
fun," implying a metaphoric low effort.
Finally, I use this statement: "I guess the only downside is that my friends who thought I was a nut
always want to come over for dinner." This metaphor eliminates the objection of "I don't want to
look foolish in front of my friends," while presenting a secondary benefit and a secondary end
result. People in this market, generally speaking, want to be the envy of their friends. And the last
sentence "But I don't mind because I always have more than enough for everyone" again conveys
the end result of having more than enough, an abundance.
FINAL NOTE
While simple persuasive metaphors are effective and fun to use and work brilliantly as stories, make sure
your entire campaign is not made up of them. You also have to use primary story lines, which are covered in
the next section.
WEEK 2: SECTION 3
MODULE 2
Page 17
Section 3: This section corresponds to the Three Main Mass Control Story Lines
video
There are three story lines that have been used to make millions, and continue to make millions, not only for
myself and my clients, but now hopefully for you as well:
The reluctant hero;
The hometown boy makes good; and
The famous "us-versus-them" story line.
While you may have heard me mention these three discrete story lines before in seminars, I've got a big
secret that I've never disclosed before: I always combine these three story lines in my approach for the
maximum effect. I never just rely on one. Although they are powerful on their own, when they are
combined, they take your prospect through a range of emotions that causes them to immediately identify
with you and to bond with you. Each story line taps into emotions and thought patterns that are ingrained
into our minds and into our subconscious.
For example, if someone is dissatisfied, the Us- Versus-Them story line immediately taps into the human
mind's desire and willingness to find someone to blame for that dissatisfaction and someone else to latch
onto as the savior figure who will deliver them from that dissatisfaction. At the same time, the Reluctant Hero
and the Hometown Bqy make good story lines because they both tap into the fact that human beings are
always drawn to rooting for an underdog; we always respond to stories of loss and redemption. Whenever
we come across someone who's made an amazing discovery and then is reluctantly willing to share it, we're
really, really interested in hearing what they have to say.
THE RELUCTANT HERO
The Reluctant Hero allows you to sell something onlY because people are demanding it. So you're reluctantly
revealing the product or the information. You've agreed to do it, but you really just prefer to live your nice,
quiet life as it is because you're just a regular person and the spotlight is not your comfort zone at all. You
know that you're not a superhuman person. You just stumbled into this, but the truth is you have flaws just
like anyone else and you're really just sharing your expertise as a favor to the market. This approach is
extremely effective because it immediately causes your market to lower their defenses.
If I were to say to you, "I'm great, and you should listen to me," you might listen to me. But more likely,
you'll have this reaction (either consciously or subconsciously): "Well, who the hell are you and what makes
you so great?" Anyone who says they're great is probably not great.
Your reaction would probably be very different if I said to you, "I figured out some stuff, and it worked
really well. I showed it to some people, and it worked great for them too. It's made us all a lot of money,
and I'm happy to show you. But I just want you to know up front that I'm not really in the business of
teaching this kind of stuff, so please bear with me. If any of it becomes unclear just stop me because I am
not in any way a guru or anything. I am just a regular guy, you know? And please don't go and tell everyone
about it because as soon as I'm done teaching this I want to go back to my normal life of seclusion and
relaxation." This presentation is instantly more appealing because it's upfront and coming from a "regular"
guy who is not trying to be superhuman. People respond immediately.
My RELUCTANT HERO STORY
'tUE MAss CONTROL RELUCTANT HERO STORY LINE FORMULA
WEEK 2: SECTION 3
Page 18
I was managing a website called Cash Flow Circle when one of my members called me out and said I was
full of shit, that I only sold marketing stuff. So after listening to a Jeff Paul seminar, I decided to try niche
marketing, and it worked. Then like a big dummy I spoke at the Big Seminar, and I told people about it.
Well, word got out because the seminar was recorded and there were several hundred people there.
Obviously I helped get the word out by fueling the fire, but what do you know...
When you announce that you're not a professional, you set yourself up for the us-versus-them component.
When I say I'm not a professional dog trainer, I imply (without actually having to say it) that professional
dog trainers suck because I've got the answer that they don't have. Let me give you some concrete examples
of this formula in action using the Underachiever Course as an example (yes, again).
I stumbled upon my Dean Rankin character's dog training method (positive reinforcement) when I was
working for the invisible fencing company. I warned, "I am happy to teach this, but listen, you should know
I am not a professional dog trainer at all. I'm just a regular guy from Macon, Georgia with two little kids. I
just happen to love dogs just like you."
First, you stumble upon something amazing. Then you try it out for yourself and it works like crazy, so as a
result, you tell a few people. Those people tell a couple other people, and word gets out. The next thing you
know, everybody wants to know about it. You become completely overwhelmed with requests to share your
secret, so as a favor to the world, you decide to teach it. But you always take the approach of "I'll teach it
but please bear with me, I'm not a professional."
I was just trying to relax one summer when Mike Long came along and tricked me into doing the biggest
launch in internet marketing history. Then I was tricked into doing the Pipeline Profits launch and teaching
it. And the same thing happened with the Underachiever marketing that Ed Dale and I did together. The
short story is that I was doing great as a guru until the FTC sued me and I was forced to develop all new
methods for making money. I told a few people about the methods, and before I knew it, I was roped into
teaching them. I decided, however, that I would not teach them for long. After all, it's a lot easier for me to
make money in these niches than it is for me to do this guru thing. Both of these campaigns were extremely
successful using the Reluctant Hero approach.
And then, of course, there is Hans Solo from Star Wars. He was a smuggler and a flawed smuggler at that.
He was, in fact, smuggling spices and giving Luke and Obi Wan Kenobi a ride when he got roped into this
whole rebel alliance thing. He really wasn't interested. All he really cared about was his spices, and suddenly
he's in the midst of this whole adventure. Although he doesn't save the day entirely, his notable
accomplishments qualify him as a reluctant hero.
As an example of how the Reluctant Hero story has worked, let's examine The Lord ofthe Rings trilogy. Frodo is
a regular guy (or in this case, a regular hobbit), who just minds his own business until Gandalf comes in and
ropes him into this crazy ring thing. And somehow he ends up becoming the hero of the whole story,
although he has never had hero ambitions-he just bumbles along and happens to save the world. Of
course, the Lord ofthe Rings is one of the most enduring stories of all time-little wonder.
Everyone wanted to know more. So we developed our message... Ed and I are going to teach this
Underachiever Formula, but you are going to have to bear with us, because we are not in the guru business.
We're just a couple of knuckleheads who sell stuff in the niche markets. Of course, we can further build that
up by saying, "And frankly, it's a lot easier to sell stuff in the niche markets. We don't have to deal with
being the gurus. We just get money coming in automatically while we do virtually nothing. In fact, we're the
anti-gurus because we're probably the only people you'll ever meet who make the majority of their money
actually doing what we talk about doing instead of teaching know-how." You see how that immediately
segues so perfectly into an Us- Versus-Them approach?
When I worked on the Annihilation Method, the whole story line was that Neil discovered these crazy new
dating tactics and they worked like crazy. Again, he told a few people, and the word got out. In fact, in the
very beginning of the Annihilation Method videos, Neil talks about doing interviews with celebrities and the
celebrities asking about the Annihilation Method. So, suddenly everyone wanted to know more, and he
reluctantly agreed to teach it, but he made it clear that as soon as he was done he was going to resume his
real career as a writer because he's not in the business of teaching seduction know-how. He's just a best
selling author, right?
(Incidentally, I can't emphasize enough how critical it is that you tell the truth. Now, the truth can always be
made interesting by adding in emotion. But your stories have got to be true. You can't just make up stuff.)
Let's look at some Reluctant Hero phraseology from the Pipeline Profits campaign. I've chosen a fewemails
to dissect as a demonstration of reluctance. Let's see how these poor men were thrust into the position of
being the heroes by looking at segments of Reluctant Hero emails:
1. "It's a good thing we've split this thing up into multiple parts because our server has blown up
three times. And that's just with video #1." Now this phrase does not introduce reluctance but it does
follow the formula. And the reason why is because it's implying that we are not professional gurus, after all
our video server has blown up three times. And the reason it blew up three times is because we're not in the
business of making these videos and trying to sell this stuff to the marketing crowd at all. This also implies
that the reader is part of something greater than himself, and more specifically, that tons of other people are
also watching these videos. So there's a little bit of social proof embedded. I think it's a lot better if you can
get the message across if it's implied, leaving the reader to draw his own conclusion.
2. "This is incredible. We've had over 13,000 people join our list in the last 24 hours. We had no idea
it would get this big. And we're flattered, but we're a little freaked out by it." What are we saying
here? Let's paraphrase the implied meaning: Well, we're not in the guru business; we're regular guys and this
has just gotten completely out of hand. The social proof anchor is that 13,000 people came aboard in the
last 24 hours. And remember, implied scarcity means implied pressure. We had no idea it would get this big
because we really didn't intend for it to get this big. And we're freaked out because, of course, we're just
regular guys.
3. "We're doing our best to answer the 231 comments on our blog, and we look forward to making a
podcast for you to answer your biggest questions in the next few days." This is another social proof
example, and the comment "and we're doing our best" implies that we have other businesses. We're doing
the best we can with the time we have.
4. "Sorry i'm late with your video." Notice that "i'm" appears in lowercase letters. This is how a flaw is
subtly introduced. Remember Hans Solo? He's a flawed character-he's a spice smuggler. The hero always
needs to have flaws because flaws make him a regular person. And of course the reluctant hero is always a
flawed character; otherwise he wouldn't be reluctant at all. He doesn't want to be a hero. He wants to be
OK with missing typos.
Page 20
WEEK 2: SECTION 3
5. "There were lots of great questions posted to the blog after we made our New Year's Day
Podcast. We read every one of them, and we appreciate your feedback." This comment doesn't
necessarily show that we're reluctant, but it does show that we are real people, which is all part of the
formula. And it shows our genuine concern for the market. And if you're a reluctant hero, then you are
genuinely concerned about the people because you're a regular person just like them.
6. "I'm a bit embarrassed to say that this video reveals one of my past failures." This comment
creates curiosity with the market right there and causes the reader to wonder, "What failures?" You always
want to rubberneck at the car crash more than you would take time to watch an awards ceremony, right? So
this comment creates a sense of curiosity, as well as empathy for the reluctant hero. If you talk about your
past failures, your reader can immediately relate to you as a regular person.
7. "See how Brock has a nice laugh at my expense." That's charismatic, and further, it shows that these
two guys are a couple of fun guys. It's important that you convey all of the elements of being as normal and
as human as you actually are. And doing it in this way is so much more effective than just coming right out
and saying, "We're a couple of regular fun guys, and we like to laugh." This example speaks to that implicit
versus explicit communication theory, where if your reader can draw his own conclusions, the force is much
more powerful. Any conclusion that a person reaches on his own is one that he will be much more likely to
defend and latch on to.
8. "We've been looking over the blog posts, and I just found this blog post from someone named
Kevin." This simple comment and use of a reader's name shows that we care. We're participating, we're
looking over the blog post, and we're interested in what people have to say. Then we acknowledge the
s t ~ r in this case, creating a relationship, not only with Kevin, but with the list. When you talk about your
subscribers by name, it further deepens that relationship and creates a desire for the reader to hopefully
become acknowledged publicly by the hero. After all, everyone has a desire to be acknowledged. With
recognition or with the prospect of recognition, they become even more hooked into what's going on, more
hooked into your story.
9. "We've gotten a ton of emails asking 'aren't you guys going to sell me something?' and the
answer is 'of course we are.'" We are coming clean here by saying, essentially, that we're not going to try
to hide it or be mysterious about it. And the simple two words "of course" are extremely powerful. They
imply that if you thought we weren't going to sell something, you must be crazy!
10. "The truth is we were only going to try to get some big fish, one-on-one type of clients and we
never knew so many people would be interested in what we have to say." Aw, that's just classic "aw
shucks" kind of stuff right there. This section goes on to read ''We're really shocked to see we have
26,247 [note the actual number] people on this list already. But again, we're not complaining.
Everyone has been super nice to us, and we really appreciate that. We know that the Internet
marketing world is sort of a closed community of sorts, and we appreciate you making us feel so
welcomed." We are implying here that we're the underdogs, we're just like anyone else, we have our own
personal insecurities, and we were a little bit worried that people weren't going to be nice to us.
Now think about it-if you were an obnoxious and arrogant guru, you would never say that you appreciate
people being "super nice." This is something that just the good old farm boys from the Midwest would say.
And you'll see that whole persona, that whole story line, repeated over and over again in movies and
literature and so forth. It's repeated for a reason, because people respond to it.
When we say "We know that the internet marketing world is sort of a closed community of sorts, and we
appreciate you making us feel so welcomed," we are implying that the reader has already accepted us.
might not be true, but our approach is what is important. It's an assumptive close, but it's one that is
appropriate for the reluctant hero because, again, we emphasize that we are just regular guys and we're a
little nervous.
11. ''Yeah, we'll try to sell you some stuff pretty soon, but we figured we'd lay all the cards on the
table for you now, so you can see if this is something you're interested in." In other words we're
doing you a favor. All these videos and these eight billion emails we're sending you, well that's not sales
propaganda at all. It's just us coming clean, laying the cards on the table, so you can make up your own
mind. That's the implicit hidden message. We reframe this entire campaign as "we're doing you a favor by
sharing it all with you." And we're implying that we're putting ourselves in a position of weakness, at their
mercy, which shows that we're nice people. This line specifically illustrates our vulnerability: "I figured we'd
lay the cards on the table for you now, so you can see if this is something that you're interested in." Then we
go on further to say "That way we hopefully won't have to write a big, fancy sales letter. We're both pretty
bad at that." And who would be bad at writing a sales letter? Somebody who's not a guru, of course.
Somebody who's not a salesman. Someone who's just a regular person like you because we're all bad at
writing sales letters! Even the use of the language "big, fancy sales letter" almost jokingly implies that people
who do write big, fancy sales letters are silly, instigating the Us-Versus-Them seed again.
12. "Okay, this email is officially rambling now. More coffee please!" I put that in there for a reason-
because that's what you would say to your friend if you were on the phone having a conversation. It is a
very conversational tone and a great way to bring a conclusion to your text, achieving trust and buy-in, and
making your list members feel that you are speaking personally to them.
Please review.the Pipeline Profit Reluctant Hero emails in their entirety on the following pages.
WEEK 2: RELUCTANT HERO EMAILS
Example - Introducing Reluctance:
Subject: {Bob} -- Video #2
Hi {Bob},
Just want to let you know what's up with video # 2.
I'm going to release it later today or tomorrow.
It's a good thing we split this thing up into multiple
parts because our server has blown up 3 times ...
And that's just with video # 1.
So we've had a slight delay while we get more bandwidth,
but everything should be ready in just a little while,
tomorrow at the very latest.
Page 22
After that, it's smooth sailing.
I'll let you know as soon as it's up.
Talk Soon,
Huck
P.S. This is incredible, we've had over 13,000 people
join our list in the last 24 hours. We had no idea it
would get this big. And we're flattered, but a little
freaked out by it.
We're doing our best to answer the 231 comments on our
blog, and we look forward to making a podcast for you to
answer your biggest questions in the next few days.
Anyway be on the lookout for my next email, it will
simply be to announce that the second video is up.
P.P.S. if you haven't seen the first video, it's on our
blog. Here it is: http://www.pipelineprofitsblog.com
WEEK 2: RELUCTANT HERO EMAILS Page 23
Example - Introducing Flaws:
Subject: {Bob} sorry i'm late with your video
Hi {Bob},
There were a lot of great questions posted to the blog
after we made our New Year's Day podcast available.
We read everyone and appreciate your feedback!
Now for the important stuff:
I know I promised to get you video 3 today, so I've just
uploaded it to Google Video and posted a link on the blog:
http://www.pipelineprofitsblog.com
Some of those who posted questions asked if we're really
planning on "spilling the beans" in these videos.
Watch video 3 and you be the judge:
: -)
getting into the "meat" of the System, make
sure you post your questions to the blog so we can cover
them in our next podcast.
Talk soon,
Buck Rizvi
P.S. I'm a bit embarrassed to say that this video reveals
one of my past failures.
See how Brock has a nice laugh at my expense:
Example - Coming Clean:
Subject: {Bob} - video four and a BIG SURPRISEl
Hi {Bob},
First of all, video four is ready for you to see.
You can watch it here. http://www.pipelineprofitsblog.com
> BREAKING (TOTALLY COOL) NEWS <--
We've been looking over the blog posts and I just found
this post from someone named Kevin:
Page 24
"Guys, can we see I example of one of your current
businesses and some more detailed info on how your system
works? Please show us a real business that is YOURS or one
of your clients so I can see proof this is real."
And you know what? HE'S GOT A POINT.
So as you read this, we're making NEW videos that
SHOW YOU OUR ACTUAL BUSINESSES ... and give you an
inside scoop on how this stuff works.
I don't know why so many "Gurus" refuse to show you their
"real" info, but we're happy to do it.
In fact, we're going to show you our LIVE ads, the ACTUAL
emails we use ... and we'll even show how this stacks up
against a traffic source EVERYONE AND THEIR UNCLE is using.
The first new video should be ready in a day or so. We'll
keep you posted.
Meanwhile, enjoy video #4 here:
Talk Soon,
Buck Rizvi and Brock Felt
[continued... ]
P.S. Video number five should be ready for you tomorrow as
well.
P.P.S. We've gotten a ton of emails asking "AREN'T YOU GUYS
GOING TO SELL SOMETHING?"
And the answer is ... of course we are!
Page 25
But the truth is, we were only going to try to get some
"Big Fish" one-on-one type clients ... and we never knew so
many people would be interested in what we have to say.
And we're REALLY shocked to see we have 26,247 people on
this list already. (But we're not complaining. Everyone
has been super nice to us and we really appreciate that.
We know the Internet Marketing world is sort of a closed
community of sorts ... and we appreciate you making us feel
so welcomed.)
Anyway - it has taken us a while to figure out how to teach
our system to more than just a handful of people ... and
we're getting pretty close. In fact, I think this new way
of teaGhing might actually be BETTER than what we'd
originally planned.
So ... yeah ... we'll try to sell some stuff pretty soon, but
we lay all the cards on the table for you NOW
so you can see if this is something you're interested in.
OK - this email is officially RAMBLING now. More coffee
please!
Here's video #4 again.
More to come. http://www.pipelineprofitsblog.com
That way, we
sales letter.
(hopefully) won't have to write a big fancy
(We're both pretty bad at that.)
We',.
not "gurus"
we',. Just regular
guys. Heck, we can't
even write a.....
letter. W.',. not
trying to seI'
anything.
WEEK 2: SECTION 4
WEEK 2
Page 27
Section 4: This section corresponds to the Mass Control Us Versus Themvideo
In this section, we're going to dive much further into the concept of a story line. A specific story line works
well because it's based entirely on the fact that we, as human beings, create our own belief systems, often
based on completely irrational things. First, we like to blame our problems on outside factors. It's not my
fault that I get out of breath all the time when I'm trying to jog. It's the cigarette manufacturer's fault for
making cigarettes unhealthy! It's not my fault that I'm not making money on the internet. It's this guru's
fault for not telling us all of the secrets they know. Furthermore, people like to be included in an "us"-
everybody wants to be a part of something. This is illustrated best in terms of traditional religion, politics,
military movements, and government activity.
We're now going to dive a little deeper into the Us-Versus-Them concept we touched on in the last module.
The Us-Versus-Them psychology appeals to the way our minds create stereotypes. Whenever we have a
"them," we have a stereotypical image of "them," and it's usually based on an A+B=C type of blueprint.
. Here is silly example of the way certain stereotypes are often constructed in our minds:
A. Alice listens to rap music.
B. Alice smokes pot.
C. The conClusion is that all people who listen to rap music smoke pot.
Now that's irrational and idiotic, but that's the way that our minds often construct belief systems based on
stereotypes. Here is an example from the Internet marketing world.
A. Gurus are hypey. (I don't think hypey's really a word but it is now, all right? It's part of our secret
language.)
B. Frank is not hypey.
C. Frank is not a guru.
And now we can use that to further construct another belief:
A. Gurus are bad.
B. Frank is not a guru.
C. Therefore, Frank is good.
There are some key factors that I want you to keep in mind when you're using the Us- Versus-Them factor.
First, passing blame on to "them" gives your prospect absolution. Whenever you absolve somebody from
guilt, you gain their trust and you gain their desire to follow you and listen to you because everyone wants to
be absolved of guilt. If you can point out that it's not their fault, show them whose fault it really is, further
that belief, and then absolve them from any sort of pain, they're going to want to listen to you.
Another key factor is the implied statement that "if you're not with us, you're against us." This is an
extremely powerful way of thinking, and it's present in all of our minds to some degree. You will want to
capitalize on that mentality to best espouse your Us- Versus-Them philosophy. Another belief is "they" benefit
from our suffering. Just look at those pesky gurus who are making so much money because they're not
telling us all the secrets we really need to know. The longer we don't make money, the more we'll keep
buying their products; therefore, they benefit.
SECRETS
There's a formula to use when you use an Us-Versus-Them story line approach.
Another key factor here is the belief that we're all in this together. When you create an "us" and you bring
people into the "us," by joining, they become a part of something greater than themselves alone.
A real world example of this might be some of the pharmaceutical companies that are keeping us sick by
treating the symptoms and never treating the actual cause of the disease. The reason they do this is because
they want us to be sick so that we will continue to buy medications. Therefore, "they" (the pharmaceutical
companies) benefit from our suffering.
The engine that drives us in our plight against "them" is secrets, the ones that "they" don't want "us" to
know. When you let someone in on a big secret, they become a member of the exclusive group.
There are many different types of secrets-there are the long-lost secrets, such as the long-lost fighting
secrets of the Shaolin Monks. Of course, these are the secrets that the professional martial arts trainers of
today hope you never discover. There are insider secrets, such as the insider secrets of the world's greatest
seduction artists. And, of course, the lesser seduction artists pray that you never discover the insider secrets,
otherwise you won't need to buy their material. And then you have the classic shocking secrets, like those
Kevin Trudeau writes about in his book Natural Health Cures Thry Don't Want You To IVt01JJ. All of these
secrets are ones that "they" don't want you to know.
You discover a secret. The secret proves that the market's problem (whatever it may be) is the fault of
the market.
You vow to fight against them (the market) and unite together on your mission to solve the problem.
Furthermore, you're only revealing the secret to help further the group's goals. You're not revealing this
for the money; you're just on a crusade against them.
You emphasize that by buying your product, your clientele is going to become one of "us"; if they don't
buy, they're going to be playing into "their" hands.
Furthermore, if you don't buy, you're a bad person. Here is a silly example of how an implied "bad
person" statement might work: "My product isn't for everybody. It's not for total losers who hate
freedom, love Satan, and kill kittens in their spare time, but if you do love freedom and you don't
murder kittens, then this product is probably for you." Of course, the implication there is that if you
don't buy the product then you hate freedom, you love Satan, and you kill kittens. That is obviously an
outrageous example, but it just illustrates how powerful this approach can be.
Let's reviewsome Us- Versus- Them examples from my work with various campaigns.
The first example is from the first email in the Dean Rankin (dog training) series-it's an implicit type of
communication. In reference to the product's purpose, the email reads, "Here's what it's not about-
scolding your dog, hitting your dog, or punishing your dog in any way." The implication is that traditional
dog training products usually involve reactions to negative behavior. And, remember, implicit decisions are
much more powerful.
Another example is from my auto-responder sequence and reads, "Never do this to your dog." This is a
great subject line because, obviously, the reader is going to ask himself, "Do what?"
EEK 2: SECTION 4 Page 29
_-ext I say, "You've heard people say that you must use a little correction when training your dog." With this
:ratement, I am already starting to imply that everyone else is wrong by saying, "you've heard 'people'''-a
clas ic general statement.
illen I go on to say, "ignore these people," implying that, if you listen to them, it means that you hit your
'og or at least you condone hitting your dog. It must be implicit because if I just came right out and said
if you listen to other trainers then you must hit your dog, people would respond by telling me, ''You're
an idiot, shut up." So instead I prefer to let my implication seep into their subconscious-it's much more
e -ective.
In another section, I introduce the Us- Versus- Them scenario through a discussion about corrections; I share
aly belief that if you spank your dog or use any kind of negative enforcement, you end up paying a high
price. I use this opportunity to emphasize the most common dog training issue---dogs pulling on the leash.
To correct this problem, most dog owners would tell you to snatch the leash, scold your dog, say "no," give
:-our dog a fIrm swat on the backside, and keep on walking. Because I am of the opinion that this approach
m.u not ever work, my attitude towards it is that you are pretty much screwed, period, if you do what "they"
a,.
I giYe useful information, but it's incomplete-and that is the strategy you would want to employ with your
audience. The goal is to make your audience draw the conclusion that if they want the complete solution,
mey would have to buy the course. Accentuate the problem and draw a great picture of it. Create a situation
"here everyone else is wrong and make your audience believe that there is only one way to solve their
problem-your way.
IT'S NOT YOUR FAULT
One of the best examples of an explicit Us- Versus- Them communication is the "it's not your fault" email,
"bich absolves your audience from any sort of wrong doing and creates compliance. If I were to say,
''Listen, it's okay you're a crack head; it's no problem; it's those crack manufacturers' fault," the crack heads
"ould say, "Yeah Frank, man you're so great. Yeah, you understand me." I know that sounds extreme, but
that formula is universal to just about any problem.
When I construct these emails, I often come right out with the subject line, "It's not your fault." It's really
hard for a reader to resist opening an email with that subject, especially if they've had a major problem
hammered into them by previous communications. Then I introduce the Us- Versus-Them here-for example,
I might say, "Lots of Dachshund owners blame themselves when their dog misbehaves. They think that they
did something wrong in the training or that Buddy's acting out because they didn't spend enough time with
him. Let me make something crystal clear to you right now-it's not your fault, and here's why. It's because
99.9% (and I've actually scientifIcally measured this with a dog trainingometer) of all dog, or all Dachshund,
training is dead wrong." The implication is that "they" steered you wrong, so of course it's not your fault.
How could you expect to have a well-trained dog if you go to Pet Smart and let some 17-year-old high
school kid train your dog? Then I might go on to say, "In fact, most of the tips you've gotten about dog
training can actually make your dog behave worse."
I might then go on to say, ''You can fIx this right now," hammering on to the problem that the dog's bad
and that I have a solution... my breakthrough training course. Then I accentuate my guarantee and add a
little implicit Us- Versus-Them strategy. I say, "Don't you wish everything came with this type of guarantee?"
And this translates into "Don't you wish they would be this nice?" I'm implying that the other dog trainers
out there don't have a guarantee (which is true). And the subconscious question that's forming in the
prospect's mind is ''Why aren't they this nice? Why don't they offer this type of guarantee?"
Page 30
WEEK 2: SECTION 4
- ---- - - -- ---------------------
PAINTING THE PRETTY PICTURE
I've got them hooked now. I'm bonding with them, showing them the solution, and absolving them from
guilt. The next step is to paint the pretty picture: "Imagine the feeling of pride and relief you'll have when
Buddy comes to you every time you call, even if he is surrounded by cats, toys, and other distractions." This
type of statement allows your audience to put themselves into a state of relief and pride, imagining their dog
coming to them.
Let's look at some other examples of pretty picture images, with the desired end result illustrated:
Imagine the look on your boss's face when you walk into the office Monday morning and say, "I quit
because I am now making more money than you, but you've been a good boss. If you ever need a job
maybe I'll take you on, send me your resume sometime."
Imagine the pride you'll feel when you know that your children are taken care of for the rest of your life
and the rest of theirs, no matter if you work another day again. Well, that's what financial security means
to you."
SOME OUT AND OUT "US-VERSUS-THEM"
1. There's no beating around the bush with this example. The subject line reads, "Name, why are they so
angry?" Again, this is very hard to resist. Who's angry? Are they angry at me? Why are they angry? Who are
they? It's hard to resist this type of copy. I tie it together by saying, "Other dog trainers are furious with
me," a statement that assigns an unfavorable characteristic of anger to "them."
I can then get really explicit by saying, "They're angry with me because I'm making them look bad with my
outrageous guarantee. I'll flat out give you all my stuff if your dog isn't magically transformed, and this
makes other trainers hopping mad because they can't stand behind their training like I do." That is explicit
"us-versus-them" and, again, what am I doing? Not only am I positioning us against "them," I'm assigning
"them" an unfavorable emotion. Who wants to hang out with somebody who's hopping mad?
2. In the final section of the email, I say, "You'll probably notice we're not really interested in twisting your
arm and using high pressure sales tactics in order to get you to join us." And why would I clarify that?
Because "they" use high pressure sales tactics, and we're not them; therefore, we're good.
3. In another product email, I state, "The last time we offered this, it filled up immediately and we didn't
even have a sales letter," and then I go on to say, 'We only offered it to a list of under 3,000 people, and it
was full in under 24 hours. Exactly 253 people joined, plus we didn't even do a launch or whatever. It was
actually one of the worst sales pitches ever."
Aside from the Us- Versus-Them implication, this statement is really potent because I had already stated (in a
previous email) that there were over 20,000 people on the waiting list; therefore, they think it's probably
going to sell out. So I can relay the implied pressure without having to be redundant (and do what
everybody else does).
4. I then go on to say, "Plus we didn't do a launch 'or whatever.'" The implication with this statement is that
I think that sort of stuff is stupid and I don't really know anything about it. I'm basically saying we're bad at
sales pitches and gurus are good at sales pitches; therefore, we are not gurus, and, therefore, we're good. I'm
just taking advantage of the somewhat irrational belief structuring that goes on in their minds.
WEEK 2: SECTION 4
STOMPERNET TURNING POINT EMAIL
Page 31
We decided to delay our StomperNet launch at one point because the sales letter wasn't ready. But I needed
to come up with a better reason for the delay-I certainly wasn't going to admit to my entire audience that
our sales letter wasn't written. I decided to posit publicly that the anticipation of the product launch had
become too emotional. We claimed we wanted everyone to slow down, take their time, and really know
what they were about to get (read more of our propaganda). This strategy worked like crazy, partly because
of the implied Us- Versus-Them stuff that we included.
1. I began this news-breaking email by saying, "We're going to get kicked out of the 'guru club' for sure
over this." (Notice how I put the guru club in quotation marks, belittling the context of the word.) Then I
go on, "We decided not to launch StomperNet tomorrow. And the reason why is simple. Too many
people are beating down the door down for it. As weird as this may seem, all this demand might be
a bad thing."
2. And now a little bit more implied Us-Versus-Them: "We're concerned that some of the people
demanding early admittance to our program might be acting out of sheer emotional impulse." Sure,
you certainly want your customers to be impulsive and emotional when buying your products. But we are
different because we don't want you to do that in this case. We are looking out for your best interest. We're
not like these pesky gurus here. We're not preying on your emotions.
3. Then, we come right out and say, "See Brad and I aren't doing this for the money [unlike "them"].
We want to foster a like-minded community of people who all work for a common good. I think
that comment-might get us banned from the high-priced seminars for life." And once that statement
is made, it's time to back off. Avoid the overkill with this point.
4. But I do go on to say, "We only want people who are serious, are actually willing to follow
directions, are willing to share their results with their fellow members, and are willing to implement
new and proven ideas. And the fact is not all the people who want in fit the bill. Some folks are
nothing more than guru groupies." What happens here? I am setting the tone for the reader to think,
"I'm not a guru groupie. I'm not looking for the next big thing. I'm a real person. I'm serious, and I'm
willing to actually follow directions. Therefore, I need to be able to buy so I can prove this." Another
example of the implied message getting across effortlessly.
THE STOMPERNET P.S.
1. "P.S. According to launch protocol, I should be putting some more scarcity stuff in my email
messages to you." Now, you should know by this point I had piled on plenty of scarcity. I mean, people
are ready to get on a plane and fly to the StomperNet headquarters and hold them hostage in order to be
able to get let into the group. And I go on to say, "And I'd be happy to do that, but it would be
redundant." By now you know what the implied message is: that's what the gurus do. Therefore, we're not
gurus. Gurus are bad. And we're not gurus, and therefore we are good, right?
2. And then what do I go on to do immediately? Start piling on scarcity, "Quite frankly, Brad and I are
still hammering out exact numbers of how many people we'll be working with. It'll defmitely be a
limited number of people. Far smaller than the number of people on the waiting list, but forget
about that for a minute." Scarcity, scarcity, scarcity, but I didn't really just put scarcity on you, forget about
that. Pressure, pressure, pressure, but I'm not trying to put pressure on you. You better do this or else your
head is going to explode, but I'm not trying to put any pressure on you. But fIrst let me just tell you about
some of this pressure I'm going to put on you.
Page 32 WEEK 2: SECTION 4
3. "For some reason internet marketing launches have become like a spectator sport or something.
And that's not what we're going for here. Sure, it'll probably sell out fast or whatever, but we're not
here to set a launch record. We're just here to find new members for our exclusive network and
begin mutually profitable long-term new relationships." Of course, I see the irony of this statement
now because that launch did set a launch record.
4. Backing off: "Are we complaining? Heck no! We're honored that so many top-notch people are
endorsing us, and we're thrilled with the idea of getting new customers and creating new success
stories. But YOU ARE ON A SPECIAL LIST." (AKA you are with us; you have been let in on the
inside; you are not part of that melee that's going to ensue. You've opted into my list, and I want to make
sure you've decide to work with me because you believe it's best for you. The use of caps creates a dual
communication there.
FINAL NOTE
This email for StomperNet was extremely easy to write. I really believed then (and I still believe now) that
StomperNet is an amazing product. My assumption was right that its developers were delivering value. So, I
really didn't have any trouble using the scarcity and the reverse psychology pressure strategy because I was
absolutely congruently believing that I had the reader's best interest at heart. It's difficult to use these
strategies if you're not presenting and selling something valuable.
I hope you enjoyed the Us-Versus-Them examples, and I hope you learned a bit about how I use hypnotic
Mass Control strategies in these messages. In our next section, we will talk about the hometown boy making
good.
WEEK 2: SECTION 5
WEEK 2
Page 33
Section 5: This section corresponds to the Mass Control Hometown Boy Makes
Goodvideo
The Hometown Brzy Makes Good story line is an Underdog's Tale, the most straightforward story line you can
use. It's also very effective and common; you are surely already familiar with this story. It's a story of loss
and redemption about the little guy, the common man who makes it big, the person who faces and defeats
the odds and succeeds despite them. It's a persuasive metaphor that says "You can do it," to your reader.
The story of Hometown Brzy Makes Good is one that takes your prospects on a trip through a range of
emotions that they have experienced in the past, that they're currently experiencing, and they want to
experience. And it creates a bond because they identify with you and they believe that you and they have
something significant in common. You relay the powerful message of "I did it and so can you." In the realm
of internet marketing, it's highly probable that the majority of my audience has tried and failed with various
business opportunities or they are in a situation where they're financially unsatisfied. And by telling my story
of being in a position where I was financially unsatisfied or where I had tried and failed before, I take them
through that same range of emotions they have experienced in the past.
When 'I tell them the story of my failure, I trigger the revisiting of those emotions from their own personal
stories. And if I want to harbor one of the emotions that they might currently be feeling (i.e., frustration), I
would say, "Yau know, I kept buying all these products. I kept buying all those products, and it seemed like
nothing wbuld work. I felt like I was really close to making it, but nothing really seemed to make perfect
sense." This choice of words could potentially take that emotion right into the present. Remember, in the
business opportunity market, frustratiort and desperation are common present-moment feelings.
The next step is to come right back into the present, before they have had a chance to dwell too much on
their failures, with a statement like, "And despite all of these odds, I have succeeded." Then tell a story of
how you defeated the odds, how awesome it was to experience, finally, the respect of your family (or
friends, boyfriend/girlfriend, etc.) and take them through that range of emotions for the desired outcome.
When you take your audience through a process like that, you create a bond with your reader. A theory
within the seduction market is that when you're dating someone, you should move them around to different
locations, even if it's within a very short period of time. Doing so gives the impression that they've known
you for a long time because you're constantly changing location. In storytelling, you apply the same theory.
By taking them through a range of emotions and experiences, you create pictures in their mind and you
create this bond that makes them feel like they've known you forever.
Some of the most popular and profitable movies and stories of all time use the loss and
redemption/ Hometown Brzy Makes Good story line:
o ~ (we have 1-47 now, right?)
The DirtY Dozen, where these underdog guys have to go out and save the world, and the odds are
horrible---400 enemy soldiers per one, and they don't have ammunition. They're just flinging
rubber bands at each other.
The more recent hometown boy movie The Pursuit ofHappyness.
Then there is Harold Robbins, quite possibly the most popular fiction author of all time. All of his
stories have that loss and redemption theme where someone starts with nothing, goes into
business, loses everything, then makes some discovery or change, and they're wildly successful.
Page 34
-------------------------
WEEK 2: SECTION 5
------------------------------------- ---
Now, let's look at successful marketers:
Anthony Robbins, one of the most prolific and brilliant marketers ever. His story is what? Loss and
redemption. He started out with nothing. He was very poor but became successful. He lost it all. He
lived in the one-bedroom bachelor apartment, washed his dishes in the bathtub, and became grossly
overweight. He had to make a change, and now he's wildly successful.
Jeff Paul, one of my personal heroes and mentors. He was completely broke, he had failed in business,
and he was living in his sister-in-law's basement with three children. He was on the verge of losing
everything. He came across a secret, which he learned from Dan Kennedy at a seminar, implemented
that secret, and now he's wildly successful.
John Reese has often told a story about being a hundred thousand dollars in credit card debt and facing
certain financial ruin when he finally turned everything around and became the wildly successful and
highly respected marketer that he is today.
My friend Jason Moffatt was literally homeless, and now he is successful and lives in Southern
California at the beach.
So you see these are all marketers with that common story line, and they're all true. They faced loss and
redemption. They were the underdog, the hometown boy-and they made good.
One of my favorite products I ever had was called 1nfoMillionaire. I marketed that using the flood story, a
true story of how I lost everything I had in 1994 with the exception of half a bottle of wine, two dogs, a pair
of jeans, and a guitar. I had 4 feet 11 inches of water sweep through my home and destroy everything,
including my car. But I turned it around and made money.
I have also used the same Hometown B!!y Makes Good story line in the Underachiever FTC story. I was doing
really well but lost everything because the Federal Trade Commission sued me, but then I discovered niche
marketing and turned my situation around.
The formula for the Hometown B!!y Makes Good story is something like this:
I was broke, or overweight, or shy, or a drug addict, or whatever. I had it all and I lost it. And then I
made a discovery.
This discovery turned my life around, and I'm going to share it with you. The double
communication that's occurring is that you're using the story to essentially say, "I know how you
feel. I was in your position."
I turned it around despite the odds. And if I can do it, you can too. Essentially, this formula is
nothing but 100% transfer of empathy and creation of empathy. And that's what builds that bond
because your audience really identifies with you, especially if you're selling into a market where
there's a particular amount of pain or frustration around something. Even better if you don't have
to stir up or create the pain and frustration!
WEEK 2: HOMEWORKASSIGNMENTS
Homework Assignments
DEVELOPING YOUR CHARACTER
So far, you've learned that the building blocks of an addictive character are:
Back Story and Legend
Beliefs and Values (What You Stand For)
Magic Powers
Fables and Parables
Secret Language
Now it's time for you to build your character.
PART 1: YOUR BACK STORY
Page 35
In this part of the assignment, I want you to write a quick outline of your back story. You don't have to write it
out as an actual story yet, just write the outline. For examples, if I were doing this section and I wanted to
create my character to sell Mass Control as a product, I'd put down something like this.
1. Tested Mass Control out with Serializer Launches And Made $lMM in combined period of 54 minutes (or
so...)
II. Did Strauss! Annihilation Method launch to see if Mass Control will work outside of the "marketing"
world - broke record by doing $1.4 million in 4 Hours.
III. Attempted to go into semi-retirement but was roped into StomperNet launch-Did $18+ million in 24
hour period.
IV. Did Pipeline Profits launch at $3 million in one day
..And then I'd have a quick one or two line summary like this:
I stumbled upon a marketing method that's responsible for the biggest launches in Internet marketing
history... totaling over $23 million dollars in a combined 24-hour period.
And ifI wanted to develop a character to sell a beginner's course on Internet marketing, I'd use this back story:
1. Lost everything in a flood in 1994
II. Failed in multiple businesses
III. Tried the Internet but failed
IV. Discovered "Big Secret" And began making money
V. Now have a $1 million per year business selling cheap downloadable products.
...And then I'd have a quick one or two line summary like this:
After losing everything and failing repeatedly on the Internet, I finally made money thanks to my amazing
discovery. (In this case, the "discovery" would be the system I'm selling ...such as Niche Marketing or Direct
Response Marketing.)
...
Page 36
Based on my examples, complete the following:
WEEK 2: HOMEWORK ASSIGNMENTS
1. What are you selling? _
2. What end result does it provide? _
3. Outline your back story: _
4. Write a one or two line summary of it.: _
5. How does it tie in with what you're selling...and the end result your product provides? _
PART 2: YOUR BELIEFS, VALUES, AND WHAT You STAND FOR
Now let's explore what your character stands for. Remember, it's critical that this mirrors the desired outcome
of your market. For example, if I'm selling to the beginner Internet marketing crowd, it's important that I stand
for something they want.
Therefore, my core belief that I'd convey is this: La?! isgood and making monry is efJ!Y.
The reason why I'd choose this is because:
It's true, in my opinion.
"Make Money" prospects want to be lazy and make a bunch of money. So what I stand for would be
something like this: Make money while doing nothing.
In fact, if you look at the positioning I did with the Underachiever course, it pretty much mirrors this very
belief.
And if you examine my whole "Nearly Brain-Dead Surfer Guy Who Makes Money Despite His Chronic
Laziness" persona, you'll see how I'm conveying this core value: La?! isgood and making monry is easy.
So if my dog training market wants to have a perfectly trained dog without spending a lot of time on training
and without being mean to their pets, here's the core value and beliefI'd present:
-------- ----
WEEK 2: HOMEWORK ASSIGNMENTS
Positive reinforcement training works better than anything and it only takes a few minutes a day.
What are three beliefs or values your character will have? What will you stand for?
Page 37
1. _
2. _
3. _
How does this match the desires of your market? _
PART 3: YOUR MAGIC POWERS
Nobody wants to follow a boring character.
And nothing will hook your audience like your ability to produce exceptional results...or your product's ability
to produce exceptional results.
What have you ever done (in relation to your product or business) that can be considered exceptional?
In this exercise, I want you to brainstorm three things that you could position as your magic powers.
Remember, this is just a brainstorm. Write down whatever comes to mind. Do not edit or catch yourself if you
think it "sounds stupid."
The purpose here is to get your brain thinking on a Magic Powers leveL
So if I were doing this exercise and selling to the marketing crowd, I'd write something like this:
1. Biggest launches in Internet Marketing history.
2. $lMM/year dog training business.
3. Students make more than most "Gurus." (frey example).
If I were selling a product about the Alkaline diet, I'd have to borrow magic powers from the actual diet itself
since I'm not exactly the picture of health :-)
Therefore, I'd focus on the magic powers of its founder, Dr. Robert Young, and the results others have had. A
quick glance at the testimonials on his website give me all the fodder I need. Like this: "The pH diet causes
near miraculous weight loss. Dr. Rohert Young, a pioneer of this method had a client named Elaine Boylston
who lost 50 pounds."
- -_.'-----
Page 38 WEEK 2: HOMEWORK ASSIGNMENTS
So with these examples in mind, write down three "Magic Powers" you have or that you can borrow.
1. _
2. _
3. _
PART 4: FABLES
Telling stories is possibly the best way to teach, to convey information, and to bond with your audience.
And your character must have a "quiver" of fables orparables you can tell that conveys what you stand for,
reinforces your message, and causes your audience to bond with you.
Yom fables should always support your character's identity and they should always give hope to the possibility
that your audience's desired end result can be achieved.
In this section, I want you to outline at least one fable that you could use. And again-we're just brainstorming
here. Don't edit anything out...write down the first thing that comes to mind.
So if! were doing this and developing a character to sell Niche Marketing, I'd write down something like this:
I. Was a Guru.
II. Customer said I wasn't credible because I only sold "Make Money" stuff.
III. I decided to prove him wrong.
N. Created "Parrot" product.
V. That product generated $2,000 or so a month on complete autopilot.
VI. I realized niche marketing is easier than being a "Guru."
VII. Now I have a niche business that does $lMM a year.
...And I would name this "The Parrot Story," and I'd put it in my arsenal of fables that I use when I'm being
the niche marketing character.
With that example in mind, brainstorm a quick outline of at least one fable you can use to support your
character.
WEEK 2: HOMEWORK ASSSIGNMENTS
PART 5: SECRET LANGUAGE
Page 39
All tribes and subcultures have their own secret language and rituals. We as marketers certainly have a language
of our own, right? Who else would understand such weird terms as PPC, Black Hat, OTO Page, Reverse
Squeeze, and so forth?
And when it comes to having a character that bonds with your audience, you need to speak the secret language.
And it also helps to create the secret language as well. Consider what I've done in this course.
I created the term "Mass Control Money Magnet," for example. With my Serializer students, we talk about
SMSs and SMAs. In the Underachiever world, we talk about Flycatcher pages. These are all components of a
secret language I invented. You can do the same in your market.
So in this section, I want you to do two things:
First, write down terms and expressions that are unique to your market::, _
ext, brainstorm some new phrases you can introduce to your market that will become part of your "secret
language." _

(Frank Kern) Mass Control 2.0 Week#3 - Mass Control Formula Revealed

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

(Frank Kern) Mass Control 2.0 Week#3 - Mass Control Formula Revealed

Uploaded by

Copyright:

Available Formats

CLIENT TRAINING WORKBOOK

You might also like