Marketers Use This To Control You.

Marketers Use This To Control You.

I wanted to share with you one of the most powerful concepts that marketers use to control (or manipulate) people today...

Once you see through it, it will be near-impossible to fall for it again.

But first, let me tell you about the man behind it…

His name is Eugene M. Schwartz

(More advanced marketers reading will know who he is..)

He laid much of the foundation of direct advertising as we know it today.

His writing is *highly* prized among all top marketers.

I’ll tell you how this impacts you directly in a second…

(That’s him btw... He’s got that Don Draper flair of elegance… don’t you think?!)

eugene

Although he passed away a long time ago now...

His advertising concepts are just as powerful today as when he first published them.

Sadly... they work equally well for promoting “bad products” as they do “good’ products”..

This is why I’m sharing one of his most powerful concepts with you..

So you can….

One... Use it in your current or future business. 

Two... Protect yourself from having it used against you.

Every single day advertisers are trying to push your buttons using the very concept I’m about to show you…

Every. Single. Day!

It's Called “The 5 Levels Of Market Sophistication”

You see.. 

Each marketplace goes through 5 ‘stages of growth’…

(Like humans do)

And btw… I define ‘marketplace’ as a group of people with a common desire.

For example... 

People who desire to lose weight are in the weight-loss market…

People trying to find a partner are almost-always in the online dating market...

Why is this even important? 

Because each “stage” of growth requires a different type of marketing message.

And if you can spot which “stage” a certain market is in, you can sell to that market very persuasively.

(It will make perfect sense when I show you the 5 stages...)

Stage 1; Infancy.

Imagine you lived in the 17th century and were the first person to ever advertise weight-loss.

All you’d need to do is make a plain promise...

“Eating These Foods Reduces Your Weight And Makes You Look Younger”.

That’s all you’d need to say to sell a diet book.

You’re the first (and only) one to make this promise....

If people have the desire to look younger… they’ll give your product a shot. (Even with semi-decent credibility).

Of course, no product remains “first and only” for long.

Which brings us to…

Stage 2; Enlarging Promises.

To continue with the weight-loss example…

Once competitors flock to the market, your “plain promise” from stage 1 no longer works. 

Since new competitors are all using it too.

What do advertisers do?

They ENLARGE the promise…

They push it to the extreme to make it as attractive as possible...

“How To Lose 60 Pounds in 6 Weeks” Or...

“Look TEN Years Younger In 3 Month By Following This Diet.”

But soon enough…

An “enlargement race” begins to happen...

Everyone is now enlarging the already-enlarged promises….

And it all balloons up to a ridiculous point…

“Lose 100 Pounds In 3 Months While Eating Whatever You Want All Day!”

Next time you walk by a magazine rack, take a closer look at the covers... 

You’ll see plenty of “enlarged promises” being pushed...

Luckily, stage 2 wears out fast...

We get fed up with bloated promises very quick.. and they stop working. 

Enter…

Stage 3; New/unique technology.

What do you do when customers are fed up with grandiose promises in a market?

You start selling the “technology” that makes your product unique and credible.

Here’s how the weight-loss market evolves in stage 3...

“Groundbreaking ‘Sauna Suit’ Makes You Lose Weight All Day Long”...

(Remember those?)

sauna-suit

Or... “This Vibrating Belt Melts Fat Off Your Belly While You Watch TV”...

Sometimes of course the “new technology” is real, and not just a marketing ploy. Which is awesome.

Preaching new technology creates fresh credibility in a market saturated with hype.

Like with everything… “new technology” isn’t “new” for too long.

Stage 4; Enlarging technology. 

Just like stage 2 enlarges the simple promises from stage 1.

Stage 4 enlarges simple technologies from stage 3.

So if the “new technology” in the previous stage was men’s shaving razor with three blades…

In stage 4, they introduce a shaving razor with SIX blades…

Plus a ‘dynamic blade head’ that rotates with the angles of the face...

Plus a ‘contoured silicone grip’ on the handle…

Plus making the whole thing ‘battery operated’....

Plus a special ‘lubricating strip’ for a smooth shave.

Get it? Stage 4 pushes “the technology” to the edge.

(Who needs a shaving razor with SIX blades anyways?)

At some point though... technology becomes over-bloated too.

People get tired of the technology race. (Thankfully).

How would you feel if someone tried to sell you a vibrating weight-loss belt today?

No matter the ‘promises’ they make about how effective it is...

No matter how many charts they show you to prove the science behind the ‘technology’ of it.

By now.. You’ve just seen it all and then some.

Enter...

Stage 5; Mutual values. 

In this stage, people have HAD it with all the promises and tech.

A new era dawns….

One where marketing is focused on identifying with people... 

Instead of emphasizing what your product does, or how it does it.

Remember Apple’s original ‘Think Different’ ad?

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.”

… Stage 5 is about calling out and connecting with your people at a much deeper level. 

It goes deeper than just selling the features and benefits of your product.

(Assuming that your products delivers great value of course)

It’s about identifying with your tribe based on mutual values before anything else.

Think of any company or brand that you really love…

Whole Foods. Tesla. Nike…. Any brand, any size.

I bet you they stand for mutual values that you agree with before anything else.

Even if that value is as simple as “Deliver WOW through service”.. (Zappos' #1 core value)

Here’s how all of this affects you…

As I look at the landscape of programs and methods out there to break into Entrepreneurship.

I’m saddened that the great majority of it is shouting “Stage 2, 3, and 4” advertising...

“Promises promises, more promises, bigger promises over here!!”...

“How To Make $10K/mo In 30 Days And Quit Your Job”...

Or preaching “new technologies…”

“How Shopify Is Turning Average People Into Multi-millionaires Seemingly Overnight...”

Yuck!

It’s just like those old “Lose 100 Pounds By Wearing A Sauna Suit” Ads…

Two dark lies beneath this industry... 

The ‘self-help’ industry has been in biz a very loooong time…

(Since the days of Benjamin Franklin, I think.)

It taught us two dark lies...

One… It’s EASY.

Two… It’s FAST.

If I were to tell you…

“Hey, I can show you how to get a prestigious job at Apple making $20K/mo in less than 40 days. Because literally anyone could do it.”

Would you believe me?

Yet that’s exactly what everyone is trying to sell you.

When it comes to getting hired… we have learned to have pretty realistic expectations.

We understand that landing a prestigious job at a company we respect is a something we have to earn.

We’d take a closer look at our qualifications and skills before applying...

And ponder what WE have to contribute.

But for some reason when it comes to becoming an Entrepreneur and building a *real* business…

95% of gurus are selling ‘Easy’ and ‘Fast’...

People buy what they have to sell...

Then they get some results (or not)...

And ultimately the Transformation.. (with a capital ‘T’).. from Employee to Entrepreneur never quite happens.

Following a “30 day recipe” doesn’t make you a Chef.

I’m hoping this message encourages you today, that...

If you are already working towards building your dream; 

That’s amazing, keep at it. The actions you take consistently, even if small, add up to more than the sum of their parts. Way more.

If you are on the fence, overwhelmed by it all; 

The path is simple. The difficulty is maintaining focus, acquiring skills, taking action, and facing your personal limiting beliefs. 

Don’t let all the BS steal your focus from what truly matters. That is: Developing your skills and your mindset.

With heart,

Dane

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PS. At The Foundation, we decided to connect with people at that “value level”  from the get go.

We believe that Entrepreneurship is a possibility for everyone who is willing to do the work.

We believe that humans with financial freedom are able to share more of their greatest gifts with the world.

This isn’t about buying expensive toys or cars… It’s about fathers and mothers being able to hang out with their kids and watch them grow. Instead of being stuck at some office 9 hours a day.

That’s our mission, we make Entrepreneurship possible.

PPS. If you’d like to join us, you can do so here. Prices are most likely going back up come 2019.