In 2016, through the process of inductive reasoning and 20+ years of copywriting, marketing and business experience — I had the biggest marketing breakthrough of my life.
The Power Of Multiple Businesses, Relentless Optimization And Mega Data
There’s a very unique advantage I have by owning multiple 7 figure companies (2 of which have been around for over a decade) and doing pay-for-performance optimization deals.
I get to do dozens of new split tests a week. If you would login to my split-testing apps, you would see hundreds of live tests in each business.
I’m testing: optin pages, article pages, sales letters, order pages, upsells, auto-responder sequences and more.
Plus, every month we test hundreds of Adwords ads, image ads, FB ads and emails.
In the last 2 years, I was having breakthrough results with DIFFERENT marketing ideas in different markets and niches. I’ll share some them with you a minute.
I’m also passionate about studying, optimizing and hacking the brain.
So the combination of understanding human nature, brain chemistry and this breakthrough marketing data lead to my biggest EUREKA MOMENT ever.
The 5 Levels Of Market Sophistication
One of the most important things to be aware of when starting a business, going into a new market or launching a new campaign is the: 5 levels of market sophistication.
Eugene Schwartz discovered this and created this framework in his classic marketing book: “Breakthrough Advertising”.
Level 1: Make a claim (e.g. Lose weight)
Level 2: Expand the claim (e.g. Lose 20 lbs in 30 days)
Level 3: Add a mechanism (Lose 20 lbs with exercise)
Level 4: Expand the mechanism (Lose 20 lbs with Metabolic Enhancement Training)
Level 5: Identification with your prospect (That was Eugene’s strategies, but I think there’s many other ways. Read on to see some examples.)
Here’s what happens…
As more and more competitors come into a market, the consumers evolve.
Primitive marketing mechanisms and promises become ineffective.
Buyers become jaded as they get burned by bad products that are over-hyped and under-deliver.
Companies get desperate and start pushing the “free-line”. Giving away information. Getting into price wars and making fire-sale offers.
99.9% of marketers and companies are trying to open their prospect’s minds with left-brained level 3 and level 4 keys. And it fails. They’ve become IMMUNE to those marketing weapons. They’ve evolved to level 5 consumers.
There’s no better market to study to see this in action than the fitness market. I’ve never seen a market evolve as fast as it did in the last decade.
First it started, guys with decent physiques got on the scene and wrote a decent sales letter and built successful funnels.
As thousands of guys believed they could go online and build a business, the competition became fierce.
Good bodies got out-competed by killer world-class physiques.
Good sales letters became ineffective as mechanisms evolved and got stronger and stronger.
Jacked guys who were charismatic with powerful personalities left good-looking dudes in the dust.
Good just isn’t good enough in that market anymore. It’s a level 5 market.
There are several ways to penetrate level 5 markets. I will be releasing a course later this year called “Level 5 Marketing” that will give you blueprints, strategies and tactics to penetrate any market.
You can opt-in here to get the details when it’s released.
UNIVERSAL TRUTH ALERT: WE ALL WANT TO FEEL BETTER.
The only thing every human has in common is they want to feel BETTER.
I don’t believe there’s anyone that will refuse to feel better given the opportunity.
The Good-Feeling Nurse asks her angriest patient “Sir, would you like to feel a little better, a little happier, a little more joy today?”
Grumpy Old Man replies, “NO! Ummm…. maybe…. Ok sure.”
FEELING BETTER is a very subjective thing. And I’m not just talking about HAPPINESS. I’m waaaay broader than that: feeling better physically, feeling better mentally, feeling better emotionally…
I’m talking about GETTING MORE OF THE RIGHT NATURAL NEURO-CHEMICALS INTO THE BRAIN.
NUCLEAR MARKETING TRUTH BOMB #1: MAKE PEOPLE FEEL BETTER
Companies and marketers that master MAKING PEOPLE FEEL BETTER will dominate level 5 markets.
Our bodies are powerful pharmaceutical factories. We are constantly producing a variety of neurotransmitters that change how we feel.
And the sad truth is, most people have SHUT DOWN their PRIMARY FEEL-GOOD factory: their right-brain.
😠👊😠👊😠👊START RANT ALERT😠👊😠👊😠👊
The World Shuts Down Most People’s Right Brains
School, society and even many parents SHUT DOWN their kids right brains instead of fueling it and developing it.
If I think back of school, it was 98% left-brained. Even music class wasn’t a CREATIVE environment.
Many parents shut their child down if he’s “too wild or crazy”. What if he’s just tapping into his right brain and expressing himself?
Society will look at you cross-eyed if you’re “weird”, or “different”. Most “weirdos” are primarily right-brained rebels who embrace their nature and don’t care what others think. To Thy Own Self Be True.
🙏❤️🙏❤️🙏❤️END RANT ALERT🙏❤️🙏❤️🙏❤️
Your Right Brain Wants To Come Back To Life
Life becomes more PAINFUL when people shut down their right-brains.
Your right-brain is your source of inspiration, emotion, excitement, insights and creativity.
It feels DAAAAAAAMMMN good to get a sweet right-brained experience!!
The FEEL-GOOD Juice Of Right-Brain Experiences
The left side of the brain is dopamine driven. It become active with thinking, anticipation and planning.
On the right side of the brain – the artsy part – serotonin and norepinephrine (or as some people call noradrenaline) are more dominant. These are FAR MORE POWERFUL than dopamine for getting sales (which is more of a left-brained neurotransmitter).
Serotonin feels REALLY GOOD. That’s the primary neurotransmitter released when people eat sugar. It is one of the drivers behind people’s sugar addictions. Don’t eat sugar for a few days and then go to Krispy Kreme and pound half a dozen donuts. I’ve been there and I can tell you a felt a little BUZZED.
A great sales letter will hit both the left-brain and the right-brain, but 99.9% of the sales letter and messages I’ve ever seen are PRIMARILY LEFT-BRAIN and have very little right-brain magic infused in it.
NUCLEAR MARKETING TRUTH BOMB #2: MAKE PEOPLE FEEL BETTER BY ACTIVATING THEIR RIGHT-BRAIN
The EASIEST way to make someone feel AWESOME and as a result bond, like and trust you is NOT by bombarding them with facts, research and science.
It’s by giving them some RIGHT-BRAIN JUICE.
There are a lot more. But I’m going to give you 5 hot clues you can use to release people’s feel-good chemicals.’
Right-Brain Key #1: Insightful Marketing
You might be thinking, “Isn’t an insight a left-brain thing?”
No. Research has shown that an insight is when you’re right brain creatively puts together several puzzle pieces in order to create a new way of seeing something. It’s a CREATIVE process (and it feels AAAAAWESOME when you experience it).
Think about the last time you had a “Eureka moment”… A “Holy shit, I see the world different” moment…
Think about who your thought leaders are for the things you’re passionate about.
You know why you choose them as your thought leaders?
BECAUSE THEY’RE INSIGHTFUL.
Giving someone an insight is NOT an easy task. You have to be 1 step ahead of the other thought leaders in your niche.
You CAN’T be regurgitating ideas.
You have to be an EXPLORER and BRING THE FRESH to your peeps.
Right-Brain Key #2: Metaphorical Marketing
Last year, I was blessed that several people I respect and trust talked to me about the power of using metaphors in sales and marketing.
When I hear 3 people tell me the same thing, I HEAR THE MESSAGE.
So we started using metaphors in our emails and sales letters.
50% boost in sale
Right-Brain Key #3: Harmonized Stories
It’s no secret that stories are right-brain mechanisms.
Our brains are hard-wired for story telling. When we hear a great story, our left-brain sales defenses go down. We’re enthralled, engaged and fascinated.
Now, here’s what the data shows: NOT ALL STORIES ARE CREATED EQUAL.
The key is this: You must harmonize the RIGHT STORY with the RIGHT AVATAR (your prospect).
We tested TAKING OUT a story in one our sales letters last year and it DOUBLED SALES.
Never, ever, EVER assume that just “telling stories” is working. If the story isn’t relevant… If the story is too long or boring… If the story isn’t believable… If the story is confusing… IT’S GONNA FAIL.
Success application is everything.
Right-Brain Key #4: Harmonized Characters
Creating Harmonized Characters are POWERFUL way into people’s right-brain.
I remember how addicted I was to watching cartoons.
We didn’t have cable in the village I lived in growing up (because it wasn’t profitable at the time for the cable companies to go there). So I loved going at my Godmother’s place on Saturday’s so I watch cartoons for hours.
Just watch a child watch a cartoon.
When my 3 year old niece, Kalula comes here and watches cartoons. She’s goooonnnne. It’s almost impossible to break that hypnotic state.
The key is to create characters that are in HARMONY with your prospect’s desires.
Again, application is everything.
I can’t publicly share too much of some of the specific ways we’re using these 4 MAJOR KEYS (and other ones) because I want to protect my clients and my businesses.
If you have a rocking business (over $100K/month) and you’d like to discuss possibly working together on an pay for performance optimization deal — then click here.
If you’re making LESS than $100K/month and you’d like to get some training on how to apply these next generation marketing techniques, then enter your name and email in the form below.
I am doing several Hyper-Growth Workshops this year. I’ve got one coming up at the end of March. I will be training you in using these methods (and many other stuff I won’t write about). Most people have increased their marketing sales by 50% to 100% in a few weeks after these new marketing tactics and strategies in their emails and copy. If you want more info, just optin and I’ll send you more details.