(An excerpt from the newly-released Why You Got All That Stuff – available online and in bookstores everywhere. But see below for a no-charge offer…)
How to Avoid Fake Marketing and Grow Rich Meanwhile
Journeys are never truly over. Another stage begins just as you returned from the last one.
(This book wasn’t planned, it’s a natural extension of applying what we’ve learned about how to re-stack your mindset. And I won’t put a glib face on it for you. What’s coming up explains all the dysfunction of our culture. It explains why our largest cities have the most violence and crime. It explains why politicians betray their trust consistently. It explains every single facet of that world around you. But the solution to our problems, your problems, aren’t out there. They are within you, within your mindset. But let me back up to the simpler, lighter view of things…)
After a decade as a successful, self-publishing, non-fiction author, I finally completed all my necessary research into writing and publishing. There are crumbs to pick up and dust motes to sweep. That’s about it. Because when the good data starts repeating along with the tripe, then you can consider yourself done. Time to move on, to the next phase.
And that phase for me is understanding fiction.
Why? Because most people are fascinated with entertainment. And so understanding the bulk of humanity will give me more clues about the wider game of life itself.
Living on a farm really shows how narrow any human’s focus can devolve to. There is much more to life than what we are exposed to on corporate news channels and cable. And that is the whole point of my personal journey: to see how deep this rabbit hole goes – and to leave a path for anyone who wants to follow.
The trick, as we’ve gone over, is to distill the essence of really workable data, the truths we can live by. And you know this to be in the area of 5% out of all you’ve ever studied, experienced, or understood to be true up to this point.
How to Determine Truth
First, it’s that ancient statement: “Truth is as valuable as it’s workable.” So a workable truth is the highest form, some datum you can put to use over and over to get the same results. In Nature, this is finding the underlying systems which work all the time. These can adjust to changes and still produce a result. Like flower seeds that can wait a hundred years for the proper conditions in deserts before they bloom once, for just a few days, and produce their seeds again to continue the process.
There are seeds in the prairies which will come up in a pasture that is being managed like the days when bison roamed. Modern biologists often have never seen those plants before – not in their lifetime of studies. Hundreds of years, perhaps, we just don’t know.
Our oldest understanding of analysis is to test any datum against these five questions:
1) Can I put this to use? Can I get it to work for me?
2) How does this make me feel?
3) What does this mean to me?
4) How does this fit in with everything else I know?
5) What does this inspire me to do now?
The datum will answer these questions positively, will enable you to get a positive result. The best datums will be answer all of them positively, the worst few or none.
The worst are “fake news.” They are false.
That given, no two people will score or analyze any datum to the same values. Not even twins. We are each individuals and must stack our own mindsets the way that suits us.
Of course, you then throw out huge areas of unworkability as you do this. And you’ll also find people you don’t need to trust any further. (Examples of corporate broadcast “news”, politicians in general, government-sponsored scientists, vacuous celebrities, make the list along with the traditional lawyers and used-car salespeople.)
How Copywriting Helps Us Understand Better
Copywriting is a vital subset of marketing. And marketing is a necessary research line when you are working to improve the sales of your product – like books.
I took up this study a few years ago after one of these “accidental millionaires” claimed that he was an expert on copywriting and this is what made him rich. (No, he stumbled across a short-cut marketing scheme that worked for a few years. Now he’s out of that and into other areas. Still loves the limelight, though.) Chasing up his back-trail let me to studying all the classics of copywriting, which led me to Gary Halbert, and that then let me to Eugene Schwartz.
The point of copywriting it to align a key desire with your product or service. So you can tell them that what they want can be supplied by that product.
Promotion is getting in front of other people’s audiences. Copywriting is presenting your pitch so that you can help them get what they want (while giving them what they need.)
Schwartz was one of the most effective copywriters ever. It’s a pity that he wrote is masterpiece for hire and so the publisher had the rights. (And someone got ahold of those rights and only publishes it as an expensive gift to seminar attendees. You can’t buy it anywhere without spending hundreds per copy. That’s what got him interested…)
Anyway, Schwartz wrote the thing with the idea of teaching copywriters. The sequence is linear, but there are nuggets sat right down in the middle of it. Made the reading a bit odd, but it makes perfect sense as you’re able to understand everything as you need the data.
What isn’t covered is how copywriting works at all. There are all the basics here to a much bigger truth, and much more.
Let me show you some real nuggets:
The Four Dimensions of Thought and Feeling:
These are the wants, needs, cravings, thirsts, hungers, lusts, etc. that drive your prospect through life. They are physical – such as the desire to be thin, or strong, or healthy, or free from acne, corns, bad breath or what have you. they are material – such as the desire to possess money, or a big car, or a beautiful dress. they are sensual – such as the thirst for a cold glass of beer, or the need for a tired body to stretch out on a soft bed.
These are the roles your prospect wants to play in life, and the personality traits he wants your product to help him build, or project.
These longings for identification – longings for a sharply-defined personality – longings for social status – are, of course, not material or physical or sensual at all. they complement and intensify the physical desires – add another dimension to them – by making each purchase serve a double duty.
These are the opinions, attitudes, prejudices, fragments of knowledge and conceptions of reality that your prospect lives by. This is the world of emotionalized reason that he inhabits – the way he accepts or rejects facts and builds up his universe, the types of thinking he uses to arrive at decisions, the ideas and values which give him comfort and which he believes are permanent and true.
But – important as they are – desire and identification alone are never enough. By themselves, they can never produce the full reaction the copy writer must have if he is to achieve the maximum success with his product. No matter how intense the desire. no matter how demanding the need to identify, both these reactions must be fused with a third great emotional force – Belief – before they can produce the final overwhelming determinant of action – Absolute Conviction.
It is this fusion of desire and belief – this conviction – this certainty – this feeling in the prospect of being right in his choice – of being assured of what he has been promised – that the copywriter seeks as his ultimate goal.
All that is interesting stuff, as he’s just boiled down all thought and feeling down to just four points. A unique collection as I understand it. Haven’t seen this combination show up with any of the other hundreds of books I’ve covered about the nature of thought.
Look at point number 2. Identifications are of key interest.
Now, let’s enter another set of data as a comparative. The Joseph Campbell Monomyth. (See Wikipedia article to refresh your understanding.) That Hero’s Journey he figured out as the common plot of all myth and legend. Part of that was the use of Jungian archetypes. These are basically symbols for anything you want them to be. Could be thousands that a person could use to define their journey. If you use Vogler’s “Writer’s Journey” then this boils down to just a few usual ones to explain the whole scene.
The trick is that archetypes are symbolic identifications. That’s the big hint.
Let’s pull up another quote that will help give us more to work with:
The Architecture of Belief
Every claim, every image, every proof in your ad has two separate sources of strength –
1. The content of that statement itself; and
2. The preparation you have made for that statement – either by recognizing that preparation as already existing in your prospect’s mind, or by deliberately laving the groundwork for that statement in the preceding portion of the ad itself.
We can strengthen the power of each of these statements in two separate ways –
1. By increasing the intensity of its content
2. By changing the place or position or sequence in which that statement occurs in the ad
Start your ad with an accepted statement, then build a chain of following acceptances on this first one. When a power-claim headline doesn’t work – for reasons either of Awareness or Sophistication – they immediately split it against a second head, with far fewer claims in it, but far more likely to be believed. Then they build a belief bridge from this second headline, to the same exact claims they had featured in the first, but now anticipated by careful preparation every step along the way.
1. The introduction of the product claim itself – may be made far more effective if it is delayed till the prospect has been prepared to accept it. And
2. This willingness to believe without question-can gradually be built up, layer by layer agreement by agreement, by use of the proper structure.
Belief ultimately depends upon structure. Just as desire depends upon promise, so belief in that promise depends upon the amount of preparation that promise has been given before your reader is asked to accept it.
And now you see the parallel that we’ve been talking about with Mindset Stacking™ Solutions. People have been told things on many channels and through many different formats to fill them up with all this data. Essentially, through this work and through the mechanics of marketing, you see how people are enabled to swallow all sorts of fake data and believe its utterly true.
The last quote I want to share with you is how this specifically digs it’s way into the individual beingness of the person themselves:
How To Build A Salable Personality Into Your Product
The second kind of desire could be titled the Longing for Identification. Your prospect desires to act out certain roles in his life, to define himself to the world around him, to express the qualities within himself that he values, and the positions he has attained.
1. Turn your product into an instrument for achieving these roles.
2. Turn that product into an acknowledgement that these roles have been achieved
Every product should offer fulfillment of a physical want or need – and offer him a particular method of fulfilling that need: that defines him to the outside world as a particular kind of human being.
Two Kinds of roles
A. Character roles
Your product helps the prospect in the constant search for self-definition, but helping him achieve mastery of his chosen character roles – and secondly help simplify, condense, or speed up this mastery. Thirdly, it can serve as a symbol of that mastery to invoke acknowledgement or admiration of his friends.
These character roles go beyond the physical satisfactions of the product itself. An extra incentive. The roles are not created by society, but only hinted at – implied and prompted – never measured, ambiguous. Most important – they are subject to fantasy. They are not stated or discussed, but subtly expressed in symbols and images. The prospect doesn’t define them to himself or test them against the outside world to see if they are actually true.
So your prospect is more likely to believe in the character roles you assign to him, than he’ll believe in your product performance claims or the achievement roles it offers. There is no direct test, no proof needed. Acceptance is easy, painless, non-demanding. Performance claims always require proof. Achievement roles have to stand up to our daily harsh reality. Ease-of-acceptance and consolation-without-cost features give it the strength to supplement verbal claims.
B. Achievement Roles
These have to be won and – most of all – displayed. None of these achievements is obvious. Their potential must be first translated into physical symbols of success for everyone around us to see – products we can buy. In America today, we are known – not only by the company we keep – but by the products we own.
Getting married means all sorts of physical products being acquired rapidly. Getting a raise is known as a new car or house furnishings. Becoming CEO may mean a new, bigger home in a swanky new neighborhood.
Our “material personality” defines us to everyone we meet. Status definers.
This comes into play when your product does the same as the competitors and price isn’t a factor. The role your product offers will be the difference.
First job is to discover what kinds of character and achievement roles your prospect is ready to identify with your product, which ones she will reject, which of the accepted ones are most compelling. Present the chosen roles so that they become irresistible.
Your relationships in our culture are stacked in roles you want to play. And you surround yourself with symbols that help you assume that role. And so we have an explanation of having “stuff” around us.
And so the ties between the individual and his own Hero’s Journey. Held together with a bit of marketing sticky-tape.
See how this got me fascinated?
OK, there’s a lot of research to do here. And this explains why I want to study plot-structure by bestselling classic authors. Since all humans compare their stories to those of the entertainment they watch (and so re-stack their mindset as they go) this is a great way to start sorting through all the cultural training we’ve had over the eons. And will hopefully explain (since humankind’s basic drives haven’t apparently changed throughout our history) some of how we got here and why.
Where to if we figure all this out? Well, that’s actually explained in Bristol’s Magic of Believing.
You’re in luck though. Before I get into these fiction studies, the plan is to create courses for all the books referenced in the Strangest Secret recording. Two other books, Hill’s Think and Grow Rich, plus Jones’ If You Can Count to Four will be made into courses first, along with the Strangest Secret recording itself and my own Make Yourself Great Again.
At the point where we can all study each of these books thoroughly and really get to the bottom of all this cultural training we’ve had over the eons. Pretty heavy stuff. Good thing we are all up to it.
This is the first installment from a newly released book, Why You Got All That Stuff – available online and in your local bookstore.
But you don’t have to wait – here’s a shortcut for our readers: Click here to download your copy at no-charge.
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