Embed Size (px)
DESCRIPTION
This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: How to drive 30 million people to your ideas, products and services by building your own mass audience, through the power of collaboration, mass media and partnerships. You can do this too.
Citation preview
THE SECRET SAUCE TO BUILD YOUR MASS AUDIENCE
Don’t miss why this works …
I’m Going to Ask You a Question, But First You Should Know…
What’s The Best Way to Help You Succeed Fast?
You Just Hit The Easy Button!
From the Clear to the Fuzzy
Why
How
What
How Do I Help You Succeed As Fast As Possible?
Tell you what to do?
Tell you how to do it?
Tell you why?
Get Stevie from where he is sitting, past the obstacles, and safely out the door behind you.
You Can Tell Stevie “What” To Do
“Walk across the room, avoid the obstacles and go through the door
behind me.”
You Can Tell Stevie “How” To Do It.
“Stand up slowly, keeping your head down below three feet, move forward six inches, turn at a 68
degree angle to the right, move your left foot up six inches … etc.”
You Can Give Stevie a Good Reason Why to Do It.
“There’s a man about to blow your head off with a gun! Get out of here, because he’s trying to kill you!”
Which One Works Best in Real Life?
“What” is Easy!
What Does This Company Do?
What Does This Company Do?
What Does This Company Do?
What Do All of These Companies Do?
How Do They Do It?
What Makes Them Different?
THE “WHAT” MARKETING MESSAGE
We make great computers
THE “WHAT” MARKETING MESSAGE
They are beautifully designed, simple to use and user friendly.
THE “WHAT” MARKETING MESSAGE
Want to buy one?
THE “WHY” MARKETING MESSAGE
We believe in challenging the status quo. We believe in thinking differently.
THE “WHY” MARKETING MESSAGE
We challenge the status quo, by making our products beautifully designed, simple to use and user friendly.
THE “WHY” MARKETING MESSAGE
We happen to make great computers.
THE “WHY” MARKETING MESSAGE
Want to buy one?
Golden Rule
The Goal
• The goal is not to do business with everybody who needs what you have.
• The goal is to do business with people who believe what you believe.
It’s Biology, Not Psychology
BRAIN FUNCTIONReptilian Keeps Us Alive
BRAIN FUNCTION
Limbic corresponds with our feelings (trust, loyalty)
Limbic controls human behavior and decision making.
Limbic has no capacity for language
BRAIN FUNCTION
Neocortex corresponds with the “What” level. (Rational Thought, Language)
BRAIN FUNCTION
When we talk from the outside in it’s easy for our brain to understand, the facts and figures.
Why
How
What
BRAIN FUNCTION
When we talk from the inside out, we are talking directly to the part of the brain that controls behavior.
Why
How
What
BRAIN FUNCTIONWe decide based on “Why” and rationalize based on “What.”
Why
What
Why Don’t We Buy?
You know all the facts and figures, but it just doesn’t
FEEL right.
Why Should Someone Buy If YOU Don’t Know “Why” You Are Offering It to Them?
WHY IDEAS SPREADThe Viral Secret …
The Law of Diffusion of Innovation
True Believers
250,000 People
I Believe!
The “I Have a Dream” Speech
Not, “I Have a Plan”
Do You Want Step-By-Step Instructions?
“Step – By – Step” Instructions
• Step One: Draw a Triangle and color it with pencil or pen so darkly it can’t be erased.
• Step Two: Ignore Step One
So… If It’s So Easy,Why Haven’t You Done It?
I Would But …
I’m going to do that, when …
PRETENDING
“BUT, I TRIED THAT AND IT DIDN’T WORK”
“IF AT FIRST YOU DON’T SUCCEED, YOU’RE RUNNING ABOUT AVERAGE.”
“Many People Die At Age 21, and Don’t Get Buried Until They’re 65”
- Les Brown
“Good Things May Come to Those Who Wait,
but Only What’s Left Over By Those Who Hustle”
- Abraham Lincoln
“When you go out in life looking for friends, they’ll be scarce,
but if you go out looking to be a friend, they’ll be everywhere”
- Zig Ziglar
Three Keys to Making Money
Audience ConversionProduct
OrService
How to Build an Audienceof 30 Million People
Why Would You Want To?
Ten Steps For Building a Mass Audience
Step #1Realize you Can’t Do This Alone
Nobody Knows How to Make a Pencil
No single person has all of the knowledge required to make one pencil
Step #2Get a Mentor
1. To Listen to you2. To point you in the right direction3. To inspire and motivate you4. To share their experience. 5. To teach you systems, strategies and
tactics6. To save you time, money and stress. 7. To help you avoid mistakes. 8. To build your network and make
connections9. To be your best critic and reality
checker. 10.To celebrate your success
Top 10 Reasons You Need a Mentor
Step #3Follow a Proven Blueprint
Why Re-Invent the Wheel?
Take a Proven Path
Then Expand the Possibilities
Step #4Create Real Value
The Easiest Way to Increase Value
Collaborate
Start from the Core
Keep Adding Value
Step #5Create the Mission, Vision, Values and Message that Becomes Your Brand
Stand for Something!
Step #6Build a Community
Step #7Build the Pressure
Top 3,000 Sites On the Internet
Step #8Leverage Multiple Media and Communication Channels
Step #9Break the Viral Coefficient Barrier
Create Something
Clearly Valuable
Find 10 People Who
Want It
Motivate Each Person To
Find 2 More People Who
Want It.
Convince One Out of Ten To
Buy It At a Significant
Profit
Find Out What Else They
Want
Break the Viral Coefficient Barrier
Break The Viral Coefficient Barrier
Start Here
Origami
• Take a sheet of paper • Fold it in half• Fold it a second time,
and a third time. • Continue folding -- if
you can.
• At 7 folds it is as thick as a notebook.
• 10 times, it would be as thick as the width of your hand
• It can only be done about 12 times
• But …
Origami
• At 17 folds it would be taller than your average house.
• At 60 folds it has the diameter of the solar system.
• At 100 folds it has the radius of the universe.
Origami
Origami – Here’s the Math• n 2**n km (0.1*10**-6 * 2**n) • 0 1 0.1 x 10**-6 • 1 2 0.2 x 10**-6 • 2 4 0.4 x 10**-6 • 3 8 0.8 x 10**-6 finger nail thickness • 4 16 1.6 x 10**-6 • 5 32 3.2 x 10**-6 • 6 64 6.4 x 10**-6 • 7 128 12.8 x 10**-6 thickness of a notebook • 8 256 25.6 x 10**-6 • 9 512 51.2 x 10**-6 • 10 1024 0.1 x 10**-3 width of a hand (incl. thumb) • 11 2048 0.2 x 10**-3 • 12 4096 0.4 x 10**-3 0.4m height of a stool • 13 8192 0.8 x 10**-3 • 14 16384 1.6 x 10**-3 1.6m: an average person's height (yeah, a short guy) • 15 32768 3.3 x 10**-3 • 16 65536 6.6 x 10**-3 • 17 131072 13.1 x 10**-3 13m height of a two story house • 18 262144 26.2 x 10**-3 • 19 524288 52.4 x 10**-3 • 20 1048576 104.9 x 10**-3 quarter of the Sears tower (440m) • ... .... .... .... • 25 33554432 3.4 x 10**0 past the Matterhorn • 30 1073741824 107.4 x 10**0 outer limits of the atmosphere • 35 34359738368 3.4 x 10**3 • 40 1099511627776 109.9 x 10**3 • 45 35184372088832 3.5 x 10**6 • 50 1125899906842624 112.5 x 10**6 ~ distance to the sun (95 million miles) • 55 36028797018963968 3.6 x 10**9 • 60 1152921504606846976 115.3 x 10**9 size of the solar system? • 65 36893488147419103232 3.7 x 10**12 one-third of a light year • 70 1180591620717411303424 118.1 x 10**12 11 light years • 75 37778931862957161709568 3.8 x 10**15 377 light years • 80 1208925819614629174706176 120.9 x 10**15 12,000 light years • 85 38685626227668133590597632 3.9 x 10**18 4x the diameter of our galaxy • 90 1237940039285380274899124224 123.8 x 10**18 12 million light years • 95 39614081257132168796771975168 4.0 x 10**21 • 100 1267650600228229401496703205376 126.8 x 10**21 (12 billion light years) approx. radius of the known universe?
Here’s the difference …
• Incremental– Add one customer every day– In 30 days you have 30 customers.
• Exponential– Double your customers every day– In 30 days you have 536,870,912 customers.
But remember …
• It USUALLY gets harder each time you double something.
• There are physical restraints• There are limits to the market
Step #10Build Systems and Automate
But …
You Can’t Do this Alone!
Think Oprah Did It Alone?
Think Oprah Did It Alone?
Think Oprah Did It Alone?
Don’t Know Where To Start!
Abilities
Add experience
Add experience
Add experience
Knowledge Skills Insights
Start Where You Are Now!
There’s Too Much To Know!
WHAT ARE YOU MISSING?You know what you know, but …
How Many “F”s Are In The Following Sentence?
MY FINISHED FILES ARETHE RESULT OF YEARSOF SCIENTIFIC STUDYCOMBINED WITH THE EXPERIENCE OF YEARS.
15 SECONDS
Don’t Try To Learn It All!
Too Many Insights Required!
This is a most unusual paragraph. How quickly can you find out what is unusual about it? It truly looks so ordinary, you’d think nothing was wrong with it and, in fact, nothing is wrong with it. It is unusual, though. Why? Study it. Think about it and you many find out. Try to do it without coaching. If you work at it for a bit, it will dawn on you. So jump to it! Try your skill at figuring it out, if you can. Good luck – and don’t blow your cool!
60 SECONDS
That’s What Mentors Are For!
You Can Joint VentureIf You Can Get A Cup Of Coffee
How Do You Get BIG Results?
First Action Steps
• Get a Mentor• Follow Their Blueprint• Learn By Doing
With Your Mentor
1. Get Inspired and Motivated
2. Create Your Value
3. Clarify Your Message
4. Build Your Community
5. Build The Pressure
6. Use Multiple Communication Channels
7. Break the Viral Coefficient Barrier
8. Create Systems and Automate
