The Maven Matrix Manifesto(v1.3) - Internet Marketing Angel
The Maven Matrix Manifesto(v1.3) - Internet Marketing Angel
The Maven Matrix Manifesto(v1.3) - Internet Marketing Angel
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<strong>The</strong> <strong>Maven</strong> <strong>Matrix</strong><br />
<strong>Manifesto</strong>(<strong>v1.3</strong>)<br />
Transporting Yourself From Mediocrity…<br />
To Making Millions More For <strong>The</strong> Rest<br />
Of Your Business Life<br />
A no-nonsense look at what’s really wrong with advertising, marketing, and<br />
business competition today – and how YOU can catapult yourself and your<br />
business, products and services into the leadership position in any market<br />
you go after.<br />
Plus – why certain people in your industry earn up to 100 times more than you do<br />
and how to move rapidly to the sides of the haves, from being a have-not!<br />
Finally….a new slant on a no-cost, low-cost marketing strategy guaranteed to<br />
outperform everything else, that everyone else in your marketplace uses right<br />
now<br />
1
A Personal Note From Jay + Rich<br />
<strong>Maven</strong>s are not gods; actually you’ll be surprised at the respect and<br />
following you’ll quickly amass.<br />
<strong>Maven</strong>s are real, ordinary people who decide to take on extraordinary<br />
roles of meaning in their markets, industries or fields.<br />
<strong>Maven</strong>s are people who learn to transport themselves from drudgery,<br />
mundane, stress and fear and become liberated, fulfilled and<br />
permanently enlightened by what they do.<br />
Sounds mysterious? Well, it’s anything but that. If you’re reading this<br />
manifesto, it tells Jay and I you have the open-mindedness,<br />
decidability, unfulfilled ambition and untapped or underutilized talent<br />
to quickly transport yourself, and business, to maven status.<br />
This report explains to you how easily, enjoyably and rapidly you can<br />
actually do it.<br />
So, no matter who you are. No matter where you’re at in business<br />
right now. No matter your age, education, race or financial<br />
condition…we’ve got good…no make that GREAT news for you.<br />
By the time you’re done reading this manifesto, you’ll be well on your<br />
way to achieving your own personal maven makeover.<br />
Jay and are excited and interested to see how much you do with the<br />
knowledge and ideas we share here, today.<br />
To higher profits and preeminence.<br />
Rich Jay<br />
2
Important Prefacing Note:<br />
This report is a collaborative effort between Jay and I developed to<br />
help anyone in business – online or offline, start-up or mature<br />
business, service-based or product-based, achieve rapid, substantial<br />
success and financial prosperity.<br />
However, since the first group of people, this report will be released to<br />
are my (Rich’s) subscribers and friends, most of the reference<br />
examples and discussion points will focus more on online marketing<br />
techniques and distribution channels than offline.<br />
BUT if you own/run any business with an offline focus or component,<br />
be it localized, regional, national or international – the discussions,<br />
lessons and realizations that Jay and I share are probably more<br />
important to you than even my online colleagues.<br />
So if I refer to e-mails, web traffic, SEO, blogs, etc. you need to<br />
immediately think, sales presentations, telemarketing activities, direct<br />
mail, TV or radio advertising, seminar promotions and presentation,<br />
trade show exhibits or breakfast presentations, etc.<br />
Originally, we’ll remind you of this as we move rapidly through the<br />
material in this “transition.” But please remember throughout that<br />
every insight, realization, principle, concept, and strategic distinction<br />
we both share here totally, completely and dramatically improve,<br />
enhance, enrich anyone’s current and future business situation.<br />
3
A preemptive disclosure, and the benevolent<br />
method to our madness<br />
Dear colleague,<br />
We call you that because this entire report was created exclusively and uniquely for those who<br />
aspire to be what both Jay and myself really are.<br />
We know if you trust and follow our direction in this report, that fate will occur for you too.<br />
But it’s important to us both – before you ever begin this journey with us that we clearly<br />
disclose an important fact.<br />
It’s this: Jay and I have collaborated one time only in the past. When we did the success rate<br />
was extraordinary. Now, I’ve persuaded Jay to collaborate once again to create something<br />
truly auspicious in the truest sense.<br />
As part of this collaborative project we are taking, a small qualitative group of highly<br />
detectable, exceedingly ambitious (but underperforming) business owners and we are going<br />
to actually work with them first hand and help transform them into mavens in their own right.<br />
Normally, I issue a special research report, manifesto, or doctrine with no commercial offering<br />
attached – then later on I invite those people who are most impacted by my latest findings to<br />
join me for more intensive study and the full scope of what I uncovered, tested, and leveraged.<br />
Both Jay and I plan to conduct one – and only one - live program. And to allow a surprisingly<br />
small quantity of additional entrepreneurs to experience a home study version.<br />
We’re formally announcing and offering reader of this, the advanced edition of the manifesto,<br />
the first right to participate either way. <strong>The</strong> reason is that historically when I make offering<br />
following a report I usually fill every spot in a matter of hours or days.<br />
If there is anyone we want to benefit from the proposition at the end of this manifesto it is you,<br />
our most valued friends, colleagues and peers.<br />
So were clear – the first 65 pages of this document is nothing but pure, rock-solid gold. <strong>The</strong><br />
remainder is benevolently self-serving on our part – we want you to benefit so badly we’ve<br />
made it irresistible in 4 unprecedented ways with our reasons and methods fully disclosed.<br />
With that in mind we invite you to embark on a forty-five minute journey that will forever<br />
change your life….<br />
4
Foreeword<br />
How I turned<br />
an obscuure<br />
postal<br />
cllerk<br />
with a meaager<br />
goovernmment<br />
paycheck<br />
into<br />
the #1 Maaven<br />
inn<br />
his mmarkeet<br />
wwith<br />
a HALF-BILLIION<br />
DDOLLARRS<br />
in ssales<br />
… And<br />
whyy<br />
I’m aabsoluutely<br />
cconvinced<br />
Thhe<br />
Mav ven Maatrix<br />
wwill<br />
do the same<br />
foor<br />
youu<br />
By Jaay<br />
Abrahaam<br />
Founder aand<br />
President,<br />
<strong>The</strong> AAbraham<br />
Group<br />
A few years backk,<br />
Jim was a postal cleerk,<br />
sorting mail in a<br />
small Minnesota town. But like you, hee<br />
had big ddreams.<br />
Jim wwas<br />
fed up wwith<br />
his deaad-end<br />
job aand<br />
struggling<br />
every<br />
monthh<br />
to make eends<br />
meet.<br />
He waanted<br />
someething<br />
moree<br />
– something<br />
better – for himselff<br />
and foor<br />
his familyy.<br />
He dreeamed<br />
aboout<br />
being his<br />
own bosss;<br />
starting a wildly<br />
succeessful<br />
comppany,<br />
buildinng<br />
a family fortune andd<br />
never<br />
havingg<br />
to worry aabout<br />
moneey,<br />
ever agaain.<br />
So one<br />
day, Jim m summoneed<br />
the couraage<br />
to walkk<br />
into his suupervisor’s<br />
office and<br />
quit.<br />
It waas<br />
the 1970s<br />
– a time wwhen<br />
gold aand<br />
silver pprices<br />
weree<br />
soaring annd<br />
rare goldd<br />
and ssilver<br />
coins s were skyroocketing<br />
in value. So Jim foundeed<br />
a small rrare<br />
coin<br />
dealeership,<br />
hung<br />
out his shhingle<br />
and wwaited<br />
for tthe<br />
money to begin rolling<br />
in.<br />
But itt<br />
didn’t.<br />
So Jim<br />
decided to begin dooing<br />
all the same thinggs<br />
he saw hhis<br />
larger, mmore<br />
succcessful<br />
competitors<br />
doing:<br />
He rennted<br />
mailingg<br />
lists and mmailed<br />
thouusands<br />
of<br />
postccards<br />
offering<br />
his prodduct.<br />
He boought<br />
expennsive<br />
ads inn<br />
financial<br />
publiications.<br />
He<br />
even paidd<br />
big buckss<br />
to have ann<br />
exhibit boooth<br />
at investment<br />
confeerences<br />
and<br />
trade shoows.<br />
But eeven<br />
after all a that expeense<br />
and rissk<br />
–and evven<br />
after years<br />
of grueling<br />
work –<br />
Jim’ss<br />
tiny comp pany was still<br />
only bringging<br />
in aboout<br />
$300,000<br />
a year.<br />
In maany<br />
ways, Jim J was faccing<br />
many oof<br />
the samee<br />
challengees<br />
you’re facing<br />
right<br />
now. He had tho ousands off<br />
competitorrs<br />
– most oof<br />
whom dwwarfed<br />
Jim’ss<br />
company--<br />
and ssome<br />
had massive m addvertising<br />
buudgets<br />
andd<br />
sold hundrreds<br />
of timees<br />
more<br />
coinss<br />
than Jim did. d<br />
5
Jim wwasn’t<br />
born n with a natural<br />
gift for marketing. Nor did hee<br />
have an<br />
encyyclopedic<br />
kn nowledge oof<br />
his industtry.<br />
He wassn’t<br />
better looking<br />
or mmore<br />
chariismatic<br />
or more m outgoing<br />
or glib oor<br />
a better ppublic<br />
speaaker<br />
than hiis<br />
larger<br />
comppetitors.<br />
An nd he certaainly<br />
didn’t hhave<br />
the money<br />
to funnd<br />
a big, naational<br />
markketing<br />
camp paign.<br />
But I accepted Jim J as a client<br />
becausse<br />
I saw twoo<br />
crucial quualities<br />
in hiim:<br />
1) A driving,<br />
palpabble<br />
desire too<br />
succeed, and …<br />
2) A willin ngness to ttry<br />
somethinng<br />
new to light<br />
the fusse<br />
on explossive<br />
sales<br />
growth.<br />
And that, my frie end, was enough<br />
for JJim<br />
– and itt’s<br />
enough ffor<br />
you.<br />
This simple<br />
seecret<br />
trigge ered a 116,667%<br />
% sales explosioon<br />
for Jim.<br />
Put it i to work<br />
and iit’ll<br />
do tthe<br />
same<br />
for yoou.<br />
My vvision<br />
for Jim m was a simmple<br />
one ---<br />
to lift him hhead<br />
and sshoulders<br />
above<br />
his<br />
thoussands<br />
of co ompetitors: Not by speending<br />
whaat<br />
little money<br />
he had oon<br />
direct<br />
mail or print ads s or to emulate<br />
or duplicate<br />
the hhyperbole<br />
and<br />
high-preessure<br />
salees<br />
tacticcs<br />
his large est competittors<br />
used …<br />
… buut<br />
by establ lishing Jim as Americaa’s<br />
leading authority, the<br />
“trusted voice” –<br />
the nnation’s<br />
#1 <strong>Maven</strong> -- on<br />
rare coin and precioous<br />
metals investing.<br />
So innstead<br />
of writing w ads aand<br />
spennding<br />
a fortu une on meddia,<br />
we<br />
wentt<br />
to work cre eating conttent-rich<br />
articlles<br />
and spe ecial reportss<br />
to<br />
help investors profit. p<br />
And instead of selling s that<br />
conteent,<br />
we gav ve it all awaay<br />
free<br />
to a hhandful<br />
of people p whoo<br />
publiished<br />
large-circulation<br />
invesstment<br />
new wsletters.<br />
Within<br />
weeks, those<br />
publisshers<br />
begaan<br />
running Jim’s J articlees<br />
in<br />
their newsletter rs and offering<br />
Jim’ss<br />
special reports<br />
to theeir<br />
readers.<br />
And soon,<br />
the loccal<br />
and<br />
then the nationa al media beegan<br />
callinng<br />
Jim to ge et his viewss<br />
on the<br />
exploosion<br />
in pre ecious metaals<br />
and<br />
coin prices.<br />
Almoost<br />
before you y could saay<br />
“Rare Coin<br />
<strong>Maven</strong>, ,” millions kknew<br />
who Jim<br />
was --<br />
the vvoice<br />
of authority<br />
in hiss<br />
market. AAnd<br />
thousands<br />
began calling Jim to buy raree<br />
coinss<br />
and bullio on from him.<br />
6
Sudddenly,<br />
Jim’s s tiny $300, 000 a yearr<br />
coin business<br />
exploded.<br />
And Jim<br />
Cook<br />
and hhis<br />
compan ny, Investment<br />
Raritiess<br />
were rakinng<br />
in $500 million a yeear<br />
in saless<br />
-- a hhalf-billion<br />
dollars d -- in just one yeear.<br />
Jim ccreated<br />
a staggering<br />
116,667%<br />
saales<br />
explosiion.<br />
Not bby<br />
outworki ing the commpetition.<br />
Not bby<br />
outspend ding them.<br />
Not eeven<br />
with re ed-hot salees<br />
copy.<br />
But ssimply<br />
by allowing<br />
me to establish<br />
him as thhe<br />
#1 <strong>Maven</strong><br />
in his industry.<br />
… WWhich<br />
raises s a very inteeresting<br />
queestion<br />
for yyou:<br />
If Jimm<br />
did it, , why caan’t<br />
YOUU?<br />
If thee<br />
simple act t of becoming<br />
the leadding<br />
<strong>Maven</strong>n<br />
in an indusstry<br />
is all thhat<br />
stands<br />
betwween<br />
you an nd a $500 mmillion<br />
a yeaar<br />
payday like<br />
Jim’s …<br />
WHYY<br />
NOT DO IT?<br />
… Esspecially<br />
since<br />
establishing<br />
yoursself<br />
as the ttrusted<br />
voicce<br />
in your mmarket<br />
is<br />
easieer<br />
and costs<br />
less now than ever bbefore?<br />
Lookk<br />
– I’m going<br />
to be perrfectly<br />
candid<br />
with you here: Jim Cook paid me millionss<br />
of doollars<br />
– man ny, many mmillions,<br />
in ffact<br />
– to esttablish<br />
him as a Maveen<br />
and to<br />
exploode<br />
his sale es. And it wwas<br />
the besst<br />
bargain hhe<br />
ever got.<br />
But ttoday,<br />
harnessing<br />
the remarkablee<br />
power of mmavenship<br />
doesn’t reqquire<br />
that<br />
you ppay<br />
a king’s s ransom too<br />
me or anyy<br />
other marrketing<br />
coacch.<br />
Thannks<br />
to a ver ry special frriend<br />
and foormer<br />
protéégé<br />
who’s nnow<br />
a collabborative<br />
partnner<br />
of mine,<br />
becoming a <strong>Maven</strong> iss<br />
something<br />
you can ddo<br />
yourself for a<br />
pittannce.<br />
Thhe<br />
greatt<br />
news ffor<br />
you<br />
– and the<br />
terriifying<br />
neews<br />
for your coompetitoors<br />
–<br />
is tha at my friend’s<br />
nname<br />
is RICH SSCHEFREEN.<br />
When<br />
I first met t Rich at onne<br />
of my seeminars<br />
12 yyears<br />
ago, he<br />
was where you probably aare<br />
today. HHe<br />
had no ppersonal<br />
visibility<br />
in his market. m Almmost<br />
nobody<br />
knew whoo<br />
he was,<br />
whatt<br />
he did or why w they’d be crazy noot<br />
to buy froom<br />
him.<br />
Fast forward to today, Richh<br />
has become<br />
known as <strong>The</strong><br />
<strong>Internet</strong>’s<br />
#1 Ma aven-Maker<br />
… “<strong>The</strong> GGuru’s<br />
Guruu.”<br />
Betwween<br />
us, Ric ch and I haave<br />
probably<br />
coached and<br />
menttored<br />
more “gurus” and<br />
high-proffile<br />
business<br />
leaders –<br />
from Tony Rob bbins and BBrian<br />
Tracyy<br />
to Mike FFilsaime<br />
annd<br />
Tellmman<br />
Knuds son -- than just about anyone in tthe<br />
world.<br />
Through<br />
his website,<br />
blog, , products aand<br />
seminaars,<br />
Rich haas<br />
donee<br />
more than n anyone alive<br />
to makee<br />
<strong>Maven</strong>ship<br />
easy andd<br />
affordablee<br />
–<br />
7
someething<br />
any business owner<br />
could easily do ---<br />
by breaking<br />
the Mavvenship<br />
proceess<br />
of establishing<br />
yourself<br />
as a <strong>Maven</strong> dowwn<br />
into smaall,<br />
easy-to-do,<br />
bite-<br />
sizedd<br />
pieces.<br />
So wwhen<br />
Rich woke w me ouut<br />
of a deadd<br />
sleep a feew<br />
months aago<br />
to annoounce<br />
he’d<br />
just ccreated<br />
the e ultimate rooadmap<br />
to M<strong>Maven</strong>ship<br />
– <strong>The</strong> Mavven<br />
<strong>Matrix</strong> ---<br />
I listened.<br />
And what I hear rd astoundeed<br />
me.<br />
Rich explained that <strong>The</strong> <strong>Maven</strong><br />
<strong>Matrix</strong>x<br />
is a simplle,<br />
11-step process thaat<br />
takes<br />
only a half-hour r or so to coomplete.<br />
WWhen<br />
you’ree<br />
finished, yyou’ll<br />
know precisely<br />
whatt<br />
you need to do – righht<br />
now, todaay<br />
– to begin<br />
your trannsformationn<br />
from a<br />
poorly<br />
paid mar rket followeer<br />
into a laviishly<br />
compeensated<br />
maarket<br />
leader.<br />
In shhort<br />
…<br />
First <strong>The</strong> T Mavven<br />
Matrrix<br />
will make yoou<br />
famoous.<br />
<strong>The</strong>n it couldd<br />
make you RICCH!<br />
On thhat<br />
call a fe ew months ago, Rich ttold<br />
me he hhad<br />
found a way to syystematize<br />
the M<strong>Maven</strong>-mak<br />
king processs<br />
to make it<br />
easy for yyou<br />
to immeediately<br />
appply<br />
to<br />
whattever<br />
it is yo ou do.<br />
I wass,<br />
of course e, skeptical at first. Woouldn’t<br />
you be? But RRich<br />
refusedd<br />
to listen too<br />
my pprotestations<br />
– simply swept themm<br />
aside andd<br />
insisted thhat<br />
I work wwith<br />
him to<br />
fully develop his s <strong>Maven</strong> Maatrix<br />
anywaay.<br />
He flew<br />
the mor re than 3,2000<br />
miles to<br />
bangg<br />
on my doo or not oncee,<br />
but three<br />
timess<br />
to convinc ce me. He called me<br />
at alll<br />
hours of th he day and night. He<br />
naggged,<br />
whined d and finallyy,<br />
called in<br />
a maajor<br />
favor I owed o him.<br />
But tthat’s<br />
not why w I finally agreed.<br />
<strong>The</strong> ffact<br />
is, I ea agerly joinedd<br />
Rich in<br />
comppleting<br />
this remarkablee<br />
tool<br />
simpply<br />
because e I have beccome<br />
convvinced<br />
beyo ond the shaadow<br />
of anyy<br />
doubbt<br />
that <strong>The</strong> <strong>Maven</strong> Mattrix<br />
is the<br />
single<br />
most pow werful tool ffor<br />
beginninng<br />
your transforma ation into ann<br />
industry-leeading<br />
mavven<br />
ever deeveloped.<br />
And so the resu ult of our unnprecedenteed<br />
collaboration<br />
is noww<br />
in your haands<br />
or<br />
ratheer,<br />
on your computer sscreen.<br />
NNow,<br />
lett<br />
me whhisper<br />
a surprisinng<br />
little secret iinto<br />
youur<br />
ear …<br />
I’d likke<br />
to be abl le to claim tthat<br />
every eentrepreneuur<br />
and busiiness<br />
owneer<br />
I try to<br />
help winds up with w a half-bbillion<br />
saless<br />
windfall evvery<br />
year.<br />
8
Unfoortunately,<br />
that<br />
simply isn’t true – and anyone<br />
who makkes<br />
that kindd<br />
of claim iss<br />
eitheer<br />
a fool or a knave; orr<br />
both.<br />
<strong>The</strong> ttruth<br />
is, no business-bbuilding<br />
tool<br />
– no matteer<br />
how powwerful<br />
-- will work for<br />
you uunless<br />
you USE IT. AAnd<br />
frankly, while thousands<br />
of peeople<br />
are pperfectly<br />
willinng<br />
to pay big<br />
money foor<br />
strategiess<br />
and tacticcs<br />
with the ppower<br />
to grrow<br />
their<br />
businnesses,<br />
too o few ever pput<br />
those toools<br />
to workk.<br />
As I jjust<br />
said, I am absoluttely,<br />
incontrrovertibly<br />
coonvinced<br />
thhat<br />
this freee<br />
<strong>Manifesto</strong><br />
holdss<br />
the secret<br />
for you. T<strong>The</strong><br />
<strong>Maven</strong> <strong>Matrix</strong> has the power to begin yoour<br />
transsformation<br />
from f industtry-followingg<br />
caterpillarr<br />
to market-leading<br />
butterfly.<br />
Butt<br />
only if you value e it … only if you invesst<br />
the mental<br />
elbow grrease<br />
required<br />
to<br />
compplete<br />
it … and a only if yyou<br />
put it too<br />
work for yoou.<br />
I urge<br />
you: Rea ad every woord<br />
that follows<br />
as if your busine ess life deppends<br />
on it (In<br />
the nnext<br />
section n, Rich himsself<br />
will proove<br />
it<br />
doess!).<br />
Alloww<br />
Rich and I to lead yoou<br />
through tthe<br />
eleveen<br />
steps in your Maveen<br />
<strong>Matrix</strong> annd<br />
compplete<br />
each step.<br />
<strong>The</strong>nn,<br />
when it’s done, printt<br />
out four<br />
copiees.<br />
Tape a copy to neext<br />
to your<br />
moniitor<br />
… anot ther on the dashboard of<br />
your car … ano other on youur<br />
refrigerattor<br />
and sstill<br />
another r next to yoour<br />
bed.<br />
Readd<br />
it every tim me you seee<br />
it.<br />
<strong>The</strong>nn<br />
ACT on it.<br />
And then, pleas se – whatevver<br />
you do – tell us howw<br />
<strong>The</strong> Mavven<br />
<strong>Matrix</strong> iss<br />
working<br />
for yoou.<br />
Rich and I will gladly g tell thhe<br />
world about<br />
your suuccess<br />
– annd<br />
by doing so, inspiree<br />
otherrs<br />
to follow in your foootsteps<br />
…<br />
Just as you, at this t very moment,<br />
are following inn<br />
Jim’s … in<br />
Rich’s … and in<br />
minee.<br />
-- Jaay<br />
Abrahamm<br />
9
INTRODUCTION<br />
Why you can quickly become<br />
the #1 <strong>Maven</strong> in your industry<br />
And more than that;<br />
why you MUST begin NOW<br />
by Rich Schefren<br />
Founder and President, Strategic Profits<br />
It’s no secret that the strategies and tactics that served marketers sowell for more<br />
than a century have suddenly begun to lose their effectiveness.<br />
In the old days, you could simply barge into prospects’ lives and shove a<br />
promotion into their faces – a direct mail letter, a print ad, or a TV or radio spot.<br />
<strong>The</strong> vast majority would simply ignore<br />
your offer, of course – but if even 1%<br />
heeded your promotion and became<br />
customers, you could grow very rich,<br />
very fast.<br />
But since the <strong>Internet</strong> took center<br />
stage a few years ago, “<strong>Marketing</strong> As<br />
Usual” simply isn’t working as well.<br />
And in some industries, it has stopped<br />
working altogether.<br />
In my two most recent reports – <strong>The</strong><br />
Attention Age Doctrine Volumes I and II<br />
– we examined how …<br />
� Our prospects are too busy and too-often interrupted to read<br />
unsolicited promotions, let alone respond to it them …<br />
� Consumers have become far more sophisticated … more skeptical …<br />
more jaded … and frankly, have come to view marketers who interrupt<br />
their lives as “the enemy.”<br />
� Instead of being conditioned to react to unsolicited promotions,<br />
consumers are increasingly proactive – shopping online when they<br />
want and buying what they want, when they want, from whom they<br />
want.<br />
� As a result, advertising is no longer welcomed by your prospects. To<br />
the contrary: Most consumers now consciously avoid sales messages<br />
whenever possible …<br />
� <strong>The</strong> advent of the <strong>Internet</strong> and global commerce means the number of<br />
competitors each business deals with is multiplying exponentially and<br />
10
the ho ome-turf addvantage<br />
loocal<br />
businessses<br />
once eenjoyed<br />
has<br />
all but<br />
vanished.<br />
So now,<br />
in this weird, w wired<br />
world, offfline<br />
and onnline<br />
markeeters<br />
alike aare<br />
scrammbling<br />
to find<br />
a new mmodel<br />
that wwill<br />
consisteently,<br />
reliabbly<br />
grow theeir<br />
businnesses<br />
and d their profitts.<br />
All<br />
this iss<br />
the woorst<br />
newws<br />
imagginable<br />
foor<br />
your ccompetiitors<br />
…<br />
… And it’s i a onnce-in-a-lifetime<br />
God-ssend<br />
forr<br />
you!<br />
Becaause<br />
the ve ery fact that you’re readding<br />
this<br />
maniifesto<br />
right now meanss<br />
you’re jusst<br />
minutes<br />
awayy<br />
from explo oding throuugh<br />
these bbarriers<br />
andd<br />
leaving<br />
your competitors<br />
cchoking<br />
on yyour<br />
dust.<br />
Whilee<br />
they cont tinue strugggling<br />
to overcome<br />
thesse<br />
new realities jus st to survivee,<br />
you’ll be USING<br />
THEEM<br />
to lift you urself head and shouldders<br />
above<br />
your competitor rs and to leaapfrog<br />
to thhe<br />
head of tthe<br />
packk.<br />
In thiis<br />
manifesto o, Jay and I are going to help youu<br />
take eleven giant<br />
steps towwards<br />
the eexplosively<br />
successful business yyou<br />
desire.<br />
We’rre<br />
going to show s you hhow<br />
we havve<br />
both perssonally<br />
useed<br />
these principles<br />
to<br />
makee<br />
millions in n less time than it takees<br />
most neww<br />
businessees<br />
to get ouut<br />
of the redd<br />
and iinto<br />
the black.<br />
And we’re going g to introduce<br />
you to a few of ourr<br />
clients – eeach<br />
one off<br />
whom<br />
havee<br />
used <strong>Maven</strong><br />
Marketinng<br />
to generrate,<br />
combined<br />
billionss<br />
of dollars in sales<br />
everyy<br />
year.<br />
Preppare<br />
to be challenged,<br />
c though …<br />
Becaause<br />
<strong>Maven</strong> n <strong>Marketing</strong>g<br />
isn’t about<br />
doing the same thingg<br />
the same way – the<br />
way your compe etitors do itt<br />
– and expeecting<br />
betteer<br />
results.<br />
It’s aabout<br />
break king out of the<br />
pack. AAnd<br />
that meeans<br />
doing things diffeerently<br />
– and<br />
not juust<br />
differently;<br />
doing thhings<br />
smartter<br />
and bettter.<br />
It’s aboout<br />
being suuper<br />
strateegic.<br />
Thhe<br />
cursee<br />
of confformity<br />
Lookk<br />
at any industry<br />
todayy<br />
and you’ll see why thhis<br />
is so cruucial.<br />
Just aabout<br />
everyy<br />
comppany<br />
in a given<br />
markeet<br />
niche doees<br />
things the<br />
same waay.<br />
Just aboout<br />
all of<br />
themm<br />
are hoping g for better results.<br />
So thhey’ve<br />
quickly<br />
sized upp<br />
their commpetitors<br />
… figured outt<br />
what they’ ’re doing …<br />
knoccked<br />
them off. o<br />
That’s<br />
why their r products … their marketing<br />
straategies<br />
… thheir<br />
ads and<br />
other<br />
saless<br />
messages s … are all nearly idenntical.<br />
11
That’s<br />
why so many m consuumers<br />
havee<br />
come to believe<br />
one company – and its<br />
product – is as goodd<br />
as anotheer’s.<br />
And whho’s<br />
to blamme<br />
them?<br />
In a coopycat<br />
worldd<br />
like that, hhow<br />
is a<br />
consummer<br />
suppossed<br />
to figuree<br />
out whichh<br />
producct<br />
really is ssuperior<br />
andd<br />
which<br />
isn’t?<br />
Or which<br />
companny<br />
or produccts<br />
really doo<br />
stand bbehind<br />
their<br />
products aand<br />
which<br />
ones wwon’t?<br />
Or which<br />
compannies<br />
are worrth<br />
of their<br />
trust – and which shouldn’t thhey<br />
touch<br />
with a tten-foot<br />
polle?<br />
And if the cconsumer<br />
hhas<br />
had a nnegative<br />
expeerience<br />
with h one comppany,<br />
why wwouldn’t<br />
he believe thaat<br />
all others in that<br />
nichee<br />
are just as<br />
incompettent<br />
or dishoonest?<br />
No wwonder<br />
ther re are no cleear<br />
market leaders in these indusstries:<br />
In a copycat<br />
worldd,<br />
no one company<br />
or product staands<br />
out ass<br />
really beinng<br />
the suprreme<br />
choicce!<br />
And when you join<br />
your coompetitors<br />
in<br />
this ffolly<br />
you sim mply disapppear<br />
from yyour<br />
markket’s<br />
radar screen. s Yoou<br />
blend in with<br />
the bbackground<br />
d. You becoome<br />
invisibble.<br />
That’s<br />
a crucial point – I’m going to reepeat<br />
it:<br />
When you u try to beccome<br />
visibble<br />
to<br />
your pros spects by uusing<br />
the ssame<br />
marketing g strategy as your<br />
competito ors – and eespecially<br />
yyour<br />
larger, old der, better establisheed<br />
competito ors – you ppretty<br />
mucch<br />
GUARANTEE<br />
noboddy<br />
will noti tice<br />
you.<br />
Sorryy<br />
– but that t’s no way to<br />
get aheadd.<br />
Especiaally<br />
not in tooday’s<br />
overly<br />
comppetitive,<br />
atte ention-challenged<br />
worrld.<br />
So<br />
why ddoes<br />
doiing<br />
thinngs<br />
diffeerently<br />
and d trying to standd<br />
out feeel<br />
so awwkwardd?<br />
Becaause<br />
from our o earliest days, our pparents,<br />
schhool,<br />
peerss<br />
and societty<br />
have all<br />
taughht<br />
us that it t IS wrong.<br />
12
It’s ggood<br />
to conf form. It’s ggood<br />
to be invisible.<br />
Let mme<br />
ask you:<br />
When you<br />
were a kiid,<br />
did<br />
any aadult<br />
ever tell t you, “Chhildren<br />
shouuld<br />
be<br />
seenn<br />
and not he eard?”<br />
I suree<br />
did: It wa as a mantraa<br />
around ouur<br />
house<br />
– esppecially<br />
when<br />
my pareents<br />
had frieends<br />
over for dinner!<br />
And weren’t we e all taught nnever<br />
to braag<br />
about<br />
our aaccomplishm<br />
ments? I kknow<br />
I was.<br />
In scchool,<br />
weren’t<br />
we all toold<br />
behave jjust<br />
like all the other kkids?<br />
Didn’t<br />
we learn early on that<br />
smart kidds<br />
were geeks,<br />
dumb kids were ffools<br />
– and<br />
that oonly<br />
the average<br />
kids were reallyy<br />
cool?<br />
Didn’t<br />
we also le earn that thhe<br />
best wayy<br />
to be popuular<br />
was to dress, talkk,<br />
dance andd<br />
like tthe<br />
same music m the more<br />
popular<br />
kids did?<br />
So wwhen<br />
we gre ew up and sstarted<br />
our own businesses,<br />
is it any wondeer<br />
that we<br />
naturrally<br />
and instinctively<br />
ffelt<br />
a need to fit in – too<br />
look and ssound<br />
like oour<br />
bigger<br />
comppetitors?<br />
Or thhat<br />
so many y of us feel guilty drawwing<br />
attentioon<br />
to ourselves?<br />
Or arre<br />
hesitant<br />
to doo<br />
things tha at would maake<br />
us standd<br />
out from tthe<br />
crowd?<br />
It’s nnot<br />
our fault t – we weree<br />
TAUGHT and CONDDITIONED<br />
to<br />
be shrinkking<br />
violets.<br />
We wwere<br />
told th hat it is rudee,<br />
crass, evven<br />
vulgar to<br />
draw atteention<br />
to ourselves!<br />
Havee<br />
you ever been told, oor<br />
taught:<br />
• Don’t toot your own hhorn<br />
– if youu<br />
do a goodd<br />
job peoplee<br />
will noticee<br />
you.<br />
• If I do a go ood job I’ll gget<br />
rewardeed,<br />
people wwill<br />
notice<br />
• Modesty is s a virtue – therefore I shouldn’t ttalk<br />
about mmy<br />
accomplishments<br />
• If I brag ab bout others they’ll bragg<br />
about me and this wway<br />
I won’t ccome<br />
off ass<br />
conceited d<br />
Oftenn<br />
clients co ome in with those sort of beliefs, bbut<br />
in orderr<br />
to take theem<br />
to the<br />
top oof<br />
their market…<br />
we mmust<br />
rid themm<br />
of these.<br />
We wwere<br />
taught t that good manners reequire<br />
us too<br />
blend intoo<br />
the background<br />
… too<br />
“go aalong<br />
to get t along” … and at all ccosts,<br />
to avooid<br />
making waves.<br />
And so, the vas st majority oof<br />
business people, whhile<br />
believinng<br />
that fallinng<br />
in line<br />
with the majority y is the besst<br />
way to prromote<br />
their<br />
career, arre<br />
actually ddeliberatelyy<br />
sabootaging<br />
it!<br />
13
Thhey<br />
become<br />
conformissts<br />
in their<br />
nniches<br />
… ggo<br />
out of theeir<br />
way to<br />
aavoid<br />
the sppotlight...<br />
shun<br />
ppublicity.<br />
AAnd<br />
becausse<br />
they’ve bbeen<br />
taughht<br />
iit’s<br />
impolitee<br />
to attract aattention,<br />
tthey<br />
also asssume<br />
it’s wwrong<br />
to bee<br />
gget<br />
out fronnt<br />
and lead. To be<br />
ppreeminentt<br />
– a dominating<br />
force<br />
iin<br />
their marrkets.<br />
AAnd<br />
so, theey<br />
languish in their<br />
iinvisibility.<br />
… All becauuse<br />
of deepp-seated,<br />
hidden,<br />
patently<br />
FALSEE<br />
beliefs<br />
they still carry fr rom childhoood.<br />
Beliefss<br />
that can bbe<br />
instantly changed by<br />
YOU, in a<br />
hearttbeat!<br />
And this fact, my m friend, is why <strong>Maven</strong>n<br />
<strong>Marketing</strong>g<br />
is so amaazingly<br />
effecctive<br />
… why<br />
theree<br />
couldn’t be b a better ttime<br />
to leveerage<br />
it…whhy<br />
reading this report may be thee<br />
single<br />
most prof fitable thingg<br />
you’ve evver<br />
done …and<br />
why the<br />
eleven stteps<br />
we’re<br />
abouut<br />
to take to ogether are so powerfuul<br />
…<br />
Because while w yourr<br />
competitoors<br />
continuue<br />
doing thheir<br />
level-bbest<br />
to<br />
look and sound s likee<br />
each otheer<br />
…<br />
And while e they conttinue<br />
shrinnking<br />
from the spotlight<br />
or doinng<br />
anything to differenntiate<br />
themmselves<br />
as leaders in your markket<br />
…<br />
Our Mave en <strong>Matrix</strong> hands<br />
YOU the opporrtunity<br />
to bblow<br />
them all away -<br />
by getting g the attention<br />
you, yyour<br />
company,<br />
your product annd<br />
your<br />
sales prom motions deeserve<br />
…<br />
And by do oing so, too<br />
explode yyour<br />
business<br />
and yoour<br />
profitss!<br />
This s presennts<br />
you wwith<br />
thee<br />
singlee<br />
greatest<br />
bus siness opportunnity<br />
of sseveral<br />
llifetimees<br />
Whilee<br />
your commpetitors<br />
continue<br />
slavishly<br />
coopying<br />
eachh<br />
other andd<br />
slugging itt<br />
out for<br />
eevery<br />
centimmeter<br />
of maarket<br />
real esstate,<br />
you<br />
ccan<br />
simply vvault<br />
to the head of thee<br />
pack andd<br />
qquickly<br />
assuume<br />
the preeeminent<br />
roole<br />
in your<br />
mmarket<br />
...<br />
… By using our <strong>Maven</strong>n<br />
<strong>Matrix</strong> to eestablish<br />
yyourself<br />
as THE maven<br />
… the truusted<br />
voice<br />
… the go-too<br />
guy or gal in your nicche!<br />
T<strong>The</strong><br />
beauty of our Mavven<br />
<strong>Matrix</strong> iss<br />
that it<br />
gguides<br />
you step by thooughtful<br />
step<br />
through<br />
14
the pprocess<br />
of reinventing r yourself annd<br />
redefininng<br />
your commpany<br />
and products inn<br />
your prospects’ minds.<br />
And by doing so o, ensuring that you wwill<br />
instantly stand out … establishh<br />
iron-clad<br />
crediibility<br />
… and<br />
claim thee<br />
dominant position of authority among<br />
your prospects<br />
– so they …<br />
� Look to you for valuable<br />
and ccredible<br />
advice<br />
and guuidance<br />
…<br />
�Search you y out andd<br />
come to yyour<br />
web paages<br />
volunttarily<br />
– eliminating<br />
the<br />
need for you<br />
to spendd<br />
a fortune for online aadvertising<br />
…<br />
�Eagerly open everyy<br />
e-mail andd<br />
read everry<br />
blog postting<br />
and weeb<br />
page youu<br />
post – and d everythingg<br />
you send them throuugh<br />
the maiil<br />
…<br />
�Implicitly y trust you aand<br />
every mmarketing<br />
mmessage<br />
yoou<br />
send theem<br />
…<br />
�Enthusia astically actt<br />
on your reecommendaations<br />
to puurchase<br />
youur<br />
products, ,<br />
and …<br />
�Send your<br />
open rattes,<br />
converssion<br />
rates, sales revennues<br />
and profits<br />
through the<br />
roof!<br />
Thhis<br />
is a tremenddous<br />
wiindow<br />
oof<br />
opporrtunity<br />
ffor<br />
you<br />
BBut<br />
be fo orewarnned:<br />
It will NOT<br />
stay oopen<br />
forr<br />
long!<br />
If youu<br />
put <strong>The</strong> <strong>Maven</strong> M Matrrix<br />
to work ffor<br />
you noww<br />
– before yyour<br />
compeetitors<br />
discoover<br />
it -- it will w create a very real “ “profit<br />
miraccle”<br />
for you u.<br />
Evenn<br />
better if yo ou jump on it right noww<br />
it<br />
will ggive<br />
you an impenetrable<br />
compettitive<br />
advaantage<br />
that will last forr<br />
decades.<br />
But eeach<br />
and ev very monthh,<br />
thousands<br />
of<br />
entreepreneurs<br />
and a businesss<br />
owners aare<br />
discoovering<br />
just t how poweerful<br />
– and<br />
profittable<br />
-- Mav ven Marketting<br />
really iss.<br />
So if f you hesitate<br />
… if you allow otheers<br />
in<br />
your niche to ge et the jump on you … you’ll<br />
expeerience<br />
its power p in an entirely<br />
differrent<br />
way – a decidedlyy<br />
costly wayy<br />
-- as THEEY<br />
leapfrog ahead of yyou!<br />
Jay aand<br />
I create ed this Mavven<br />
<strong>Matrix</strong> to<br />
help makke<br />
sure thatt<br />
doesn’t haappen.<br />
But<br />
undeerstand<br />
this s, within thee<br />
next 3 dayys<br />
alone over<br />
six millioon<br />
emails wwill<br />
be sent,<br />
and a minimum of 250,0000<br />
entreprenneurs<br />
will reead<br />
this doccument…<br />
soo<br />
the world<br />
will kknow<br />
soon enough. e Annd<br />
the oness<br />
who movee<br />
quickly will<br />
reap the rewards.<br />
But itt<br />
won’t do you y one bit of good unnless<br />
you puut<br />
it to workk<br />
for you rigght<br />
away.<br />
So before<br />
we gu uide you through<br />
the eeleven<br />
stepps<br />
to <strong>Maven</strong>nship,<br />
it’s immportant<br />
that yyou<br />
fully un nderstand ssome<br />
of thee<br />
extra beneefits<br />
becomming<br />
your market’s<br />
mostt<br />
trusted vo oice will affoord<br />
you.<br />
15
HHow<br />
Mavven<br />
Marrketing<br />
CCould<br />
pu ut millioons<br />
of exxtra<br />
dollars<br />
intoo<br />
your ppocket<br />
inn<br />
2008<br />
Becooming<br />
a Ma aven in your<br />
market woould<br />
be a huge<br />
step foorward<br />
evenn<br />
if all it didd<br />
for yoou<br />
was to make m you vvisible<br />
to your<br />
prospectts.<br />
Simpply<br />
standing g out from the<br />
crowd aand<br />
being “ffindable”<br />
byy<br />
your best prospects<br />
shouuld<br />
be enough<br />
to unleaash<br />
a flood of new cusstomers<br />
andd<br />
profits forr<br />
you.. It<br />
weights<br />
the con nsumer’s “scale<br />
of purcchase<br />
motivvation”<br />
solid dly in YOURR<br />
favor.<br />
But tthe<br />
great ne ews is, that’s<br />
only the<br />
beginnning<br />
of the e benefits M<strong>Maven</strong>ship<br />
wwill<br />
bringg<br />
you. <strong>The</strong> simple truth<br />
is, this boook<br />
would<br />
have to be b hundredss<br />
of pages long<br />
to list<br />
all of them m!<br />
So leet’s<br />
just take e a look at seven bennefits<br />
Maveenship<br />
unl locks for yyou:<br />
Sevenn<br />
wayss<br />
becoming g a <strong>Maven</strong> vvaporizes<br />
thhe<br />
stubbborn,<br />
frustra ating, seemmingly<br />
unsoolvable<br />
markketing<br />
probl lems both yyou<br />
and youur<br />
competittors<br />
wrestlee<br />
with everyy<br />
business<br />
day.<br />
And how becom ming the trusted<br />
authority<br />
in your market will quickly creeate<br />
quanntum<br />
busine ess growth and massivve<br />
new profits<br />
for you …<br />
WAAIT!<br />
On ne More re Thing ng… And nd It’s IImporttant<br />
As yoou<br />
plow thr rough the next<br />
section I want youu<br />
to let this tthought<br />
maarinate<br />
in<br />
your mind…<br />
we’ll rrevisit<br />
it andd<br />
pick it<br />
back up later.<br />
Heree’s<br />
the idea:<br />
We as bussiness<br />
owneers<br />
and maarketers<br />
havve<br />
gotten<br />
way too caught up in markketing<br />
tacticcs<br />
at the exxpense<br />
of eeverything<br />
else. .<br />
I’m foortunate<br />
– mmy<br />
transforrmation<br />
from marketer tto<br />
maven haappened<br />
soo<br />
quickkly<br />
I can eaasily<br />
rememmber<br />
the<br />
differrences.<br />
When yoou<br />
boil it all down mosst<br />
marketerss<br />
todayy<br />
are trying g to go for aall<br />
the beneffits<br />
of beingg<br />
a maven wwithout<br />
being<br />
one.<br />
16
You see when I was digginng<br />
through reams of reesearch<br />
it ooccurred<br />
to me that all<br />
the bbenefits<br />
of being b a mavven…the<br />
perks<br />
that exxponentiallyy<br />
multiply thheir<br />
incomme…<br />
come e with no woork<br />
whatsoeever.<br />
<strong>The</strong>y just happen<br />
as a natuural<br />
extennsion<br />
of being<br />
a maveen.<br />
And jjust<br />
becaus se they naturally<br />
happpen,<br />
don’t thhink<br />
they’ree<br />
minor. Noppe,<br />
their<br />
actuaally<br />
their ac ctually whatt<br />
every business<br />
owneer<br />
offline or online dreaams<br />
about.<br />
Remmember<br />
thes se happen automaticaally<br />
– with no<br />
additionaal<br />
effort whaatsoever:<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
Better ra ankings in thhe<br />
search eengines<br />
New affiliates<br />
signinng<br />
up daily<br />
Joint ven ntures offerss<br />
from neww<br />
companiess<br />
and entreepreneurs<br />
Word of mouth and viral campaigns<br />
that sspread<br />
like wildfire<br />
Passive revenue strreams<br />
pop up left and right<br />
New prod duct releasses<br />
are succcessful<br />
righht<br />
out of thee<br />
gate.<br />
Non-maven<br />
ma arketers andd<br />
entreprenneurs<br />
spendd<br />
all their timme<br />
(and siggnificant<br />
amouunt<br />
of mone ey) trying too<br />
get similaar<br />
results buut<br />
they can’ t.<br />
So, hhere’s<br />
the point… p as yyou<br />
read thee<br />
following section thinnk<br />
about all<br />
of these<br />
beneefits<br />
happen ning… achieving<br />
betteer<br />
results than<br />
you’ve eever<br />
experienced.<br />
Andd<br />
remeember<br />
as th he maven oof<br />
your markketplace…<br />
it ALL happpens<br />
autoomatically!<br />
Withh<br />
no effort on your paart!<br />
BBenefit<br />
#1:<br />
Google,<br />
Yahooo<br />
and tthe<br />
otheer<br />
searcch<br />
enginnes<br />
will automaatically<br />
send yoou<br />
thouusands<br />
oof<br />
new pprospeccts<br />
foor<br />
FREE<br />
Right<br />
now, youur<br />
competitors<br />
spend<br />
tons of monney<br />
optimizzing<br />
every<br />
wweb<br />
page in<br />
a desperrate<br />
attemptt<br />
tto<br />
trick the search enggines<br />
into<br />
sending traaffic<br />
to theirr<br />
sites.<br />
<strong>The</strong>y consttantly<br />
refinee<br />
their<br />
URLs, metaa-tags<br />
and meta-<br />
descriptions.<br />
<strong>The</strong>y labbor<br />
endlessly too<br />
make surre<br />
each<br />
page has juust<br />
the right<br />
number oof<br />
key words (often making<br />
them<br />
repetitive aand<br />
very hard<br />
for<br />
prospects tto<br />
read). Thhey<br />
swap<br />
17
links,<br />
buy links, rent links, and lease llinks.<br />
Meannwhile,<br />
the search enggines<br />
are coonstantly<br />
changing<br />
thee<br />
rules. Thhey<br />
have to.<br />
<strong>The</strong>yy<br />
can’t affor rd to send uusers<br />
to sitees<br />
that don’t<br />
deliver the<br />
content their<br />
users<br />
are loooking<br />
for. <strong>The</strong>ir entirre<br />
businesss<br />
model andd<br />
their profitability<br />
turns<br />
on<br />
delivvering<br />
the most m valuabble<br />
content ppossible.<br />
Stoop<br />
Play <strong>The</strong> T Search<br />
Enggine<br />
“Gaame”<br />
<strong>The</strong> great news s is, when yyou<br />
becomee<br />
the #1 Maaven<br />
in your<br />
market, yoou<br />
don’t<br />
havee<br />
to play the e SEO gamme.<br />
<strong>The</strong> seaarch<br />
enginees<br />
automatiically<br />
love yyou<br />
and<br />
sendd<br />
thousands s or even mmillions<br />
of prrospects<br />
to your web ppages<br />
24 hours<br />
a day,<br />
365 ddays<br />
a year.<br />
How is this poss sible? Beccause<br />
beingg<br />
a maven<br />
is all about conn necting emotionally<br />
wiith<br />
your<br />
prosppects<br />
and clients. c<br />
It’s aabout<br />
provid ding your mmarketplace<br />
Leaddership:<br />
Co ontent that brings tremmendous<br />
valuee<br />
to their liv ves, helps them<br />
make well-<br />
reasooned<br />
decisions.<br />
Do thhat,<br />
and oth her sites in your markeet<br />
will<br />
link tto<br />
you. <strong>The</strong>y’ll<br />
send yoou<br />
targeted<br />
prosppects<br />
by the<br />
minute annd<br />
push your<br />
page<br />
rankiing<br />
and sea arch enginee<br />
rankings hhigher<br />
and hhigher.<br />
Now,<br />
think abou ut this: If yoou<br />
were Gooogle<br />
and<br />
if youur<br />
success was drivenn<br />
by servingg<br />
up<br />
searcch<br />
results that<br />
deliver the content<br />
surfers arre<br />
looking<br />
for, whic ch page woould<br />
you givve<br />
top rankiings<br />
to?<br />
1) A page<br />
that has ddone<br />
all thee<br />
SEO workk<br />
but has veery<br />
little reaal<br />
content<br />
and few incoming links?<br />
2) Or a page p that geets<br />
great traaffic,<br />
keepss<br />
visitors onn<br />
the site longer,<br />
boasts to ons of links and delivers<br />
tons of ccontent?<br />
You picked #2 – right? Rigght!<br />
(Every<br />
shift in th he algorithmms<br />
is Google’s<br />
attemppt<br />
to keep thhe<br />
content- rich #2 on<br />
top oof<br />
even the best #1s)<br />
When<br />
your site delivers thee<br />
content ssurfers<br />
are llooking<br />
for, the searchh<br />
engines<br />
would<br />
be crazy to send surfers<br />
to sitees<br />
that havee<br />
less valuee<br />
to Web ussers<br />
– no<br />
matteer<br />
how muc ch time andd<br />
money yoour<br />
competittors<br />
spend optimizing their sites.<br />
So wwhile<br />
your competitors<br />
spend a noot-so-small<br />
fortune andd<br />
work their<br />
fingers to<br />
the bbone<br />
in a do oomed atteempt<br />
to trickk<br />
the searchh<br />
engines, yyou<br />
slay theem<br />
in the<br />
rankiings<br />
… cata apult to thee<br />
top of the spiders’ ressults<br />
pagess<br />
… and graab<br />
huge<br />
trafficc,<br />
conversio ons, revenuues<br />
and proofits<br />
…<br />
18
… Al ll without ha aving to speend<br />
even a single minnute<br />
---or doollar---<br />
on bbegging<br />
or<br />
buyinng<br />
links or studying s thee<br />
latest theeory<br />
on achieving<br />
high rankings.<br />
I undderstand<br />
if you’re y skepptical<br />
– espeecially<br />
with so many ggurus<br />
touting<br />
the<br />
impoortance<br />
of search s engine<br />
optimizaation<br />
-- but consider thhis:<br />
Accoording<br />
to Ya ahoo Site EExplorer,<br />
othher<br />
people’ s websites have posteed<br />
37,600<br />
links to our Stra ategic Profitts<br />
site. <strong>The</strong>ese<br />
are sitees<br />
that belieeve<br />
our content<br />
will<br />
bring greaat<br />
value to their<br />
visitorss<br />
so they ppost<br />
links<br />
recommmending<br />
us to their<br />
readers.<br />
And eveen<br />
if each off<br />
those linkss<br />
sent us jjust<br />
one vissitor<br />
each<br />
week, thhat<br />
adds up to nearly<br />
two millioon<br />
visitors a year.<br />
Plus, because<br />
bothh<br />
authority<br />
sites linkk<br />
to us and nicherelevant<br />
sites<br />
link too…<br />
it<br />
improoves<br />
our se earch enginne<br />
rankingss,<br />
driving huundreds<br />
of tthousands<br />
of<br />
addittional<br />
visito ors to our sitte<br />
every yeear!<br />
BBenefit<br />
#2:<br />
You wwill<br />
enjo oy a constant<br />
floood<br />
Of freee,<br />
word-of-mouuth<br />
referrrals<br />
With each new idea and cooncept<br />
you share,<br />
wordd<br />
spreads lik ke wildfire aacross<br />
the web.<br />
Eachh<br />
new friend d you makee<br />
tells two, tthree<br />
or<br />
moree<br />
friends ab bout you on blogs, foruums<br />
and<br />
otherr<br />
social and d business networkingg<br />
sites.<br />
Friennds<br />
share th heir best reesources<br />
wiith<br />
friendds…<br />
so you u become tthe<br />
default<br />
recommmendatio<br />
on on your ttopic<br />
of chooice.<br />
Thaat<br />
means th housands mmore<br />
peoplee<br />
come<br />
to yoou,<br />
all free: You never<br />
have to sspend<br />
a<br />
single<br />
penny on o self-promotion.<br />
BBenefit<br />
#3:<br />
You wi ill bank hundreeds<br />
of thhousandds<br />
of dollars<br />
in “FFREE<br />
MOONEY”<br />
eeach<br />
yeaar<br />
Nearrly<br />
two year rs ago, I published<br />
myy<br />
very first report<br />
– <strong>The</strong>e<br />
<strong>Internet</strong> BBusiness<br />
Maniifesto.<br />
It wa as packed with high-vvalue<br />
contennt.<br />
19
My aaffiliate<br />
and joint venture<br />
partnerss<br />
drove tenss<br />
of thousannds<br />
of peopple<br />
to my<br />
downnload<br />
page to snag a ffree<br />
copy. And duringg<br />
that first campaign,<br />
I paid my<br />
partnners<br />
a comm mission on the purchaases<br />
each oof<br />
these leads<br />
made frrom<br />
me.<br />
It waas<br />
a true win n, win, win: People who<br />
downloaaded<br />
that ee-book<br />
rece eived tremeendous<br />
valuue<br />
and werre<br />
thankkful<br />
to partn ners who offfered<br />
it to tthem.<br />
My<br />
partnners<br />
and I made m moneey.<br />
And I ennded<br />
up witth<br />
tens of thousands<br />
of new leads<br />
and ccustomers.<br />
Goodd<br />
for us – ri ight? Wait: : <strong>The</strong> storyy<br />
gets better.<br />
Still Bringing Me M Almost 40,000 Neew<br />
Opt-Ins A<br />
Yearr:<br />
Worth $2 2,160,000<br />
Todaay,<br />
nearly tw wo years laater,<br />
direct links<br />
to thatt<br />
downnload<br />
page still brings me an aveerage<br />
of 1000<br />
opt-inns<br />
a day – nearly 40,0000<br />
new proospects<br />
eveery<br />
year.<br />
Impressive,<br />
righ ht? Hang oonto<br />
your haat:<br />
This year, abou ut 1.5% of thhose<br />
prospects<br />
will maake<br />
their firrst<br />
purchasee<br />
from me.<br />
That’s<br />
600new client saless<br />
in 2008. LLifetime<br />
Client<br />
Value: $3,600. Total<br />
revennues:<br />
$2,160,000<br />
All thhat<br />
from a report r and ddownload<br />
ppage<br />
I creatted<br />
for a maarketing<br />
cammpaign<br />
in<br />
20066!<br />
My tiime<br />
investm ment? Zeroo.<br />
My cost? ? Zero. Thhat<br />
$2,160,0000is<br />
like foound<br />
money<br />
– FRREE<br />
money -- to me!<br />
Do yyou<br />
think ev ven for a mooment<br />
that “<strong>Marketing</strong> as Usual” companiess<br />
--<br />
comppanies<br />
who ose sites simmply<br />
shout often unbeelievable<br />
prooduct<br />
beneefits<br />
at<br />
visitoors<br />
– get tha at kind of reesidual<br />
trafffic?<br />
Do yyou<br />
think ord dinary businesses<br />
– ccompanies<br />
tthat<br />
don’t have<br />
a Maveen<br />
at the<br />
helmm<br />
and who fail f to providde<br />
valuablee<br />
content annd<br />
leadershhip<br />
– bank tthose<br />
kindss<br />
of profits<br />
withou ut spending a penny on<br />
PPC, SEO<br />
and two years afterr<br />
the web<br />
pagee<br />
was poste ed?<br />
Of coourse<br />
they don’t!<br />
My nnon-maven<br />
competitorrs<br />
have to wwork<br />
like heell,<br />
pay throuugh<br />
the nosse,<br />
and<br />
dediccate<br />
a signi ificant amount<br />
of time and effort tto<br />
get everyy<br />
sale -- and<br />
their<br />
resullts<br />
still aren n’t this goodd.<br />
Impressive,<br />
righ ht? <strong>The</strong>re’ss<br />
more: As a <strong>Maven</strong> inn<br />
my industtry,<br />
I’ve pubblished<br />
5<br />
free e-books like<br />
<strong>The</strong> Interrnet<br />
Business<br />
Manifessto<br />
since 20006<br />
… eachh<br />
of them<br />
will aalso<br />
bring me m tens of thousands<br />
oof<br />
free opt-iins<br />
this yeaar<br />
… and those<br />
opt-inss<br />
will mmultiply<br />
my stream of ffree,<br />
residual<br />
income 5 times oveer.<br />
20
<strong>The</strong>nn<br />
there’s thee<br />
videos wee’ve<br />
createdd<br />
– the veryy<br />
first one<br />
we evver<br />
did wass<br />
viewed ovver<br />
100,0000<br />
times on GGoogle<br />
Videoo<br />
in the first<br />
14 monthss<br />
alone, annd<br />
once agaain<br />
sent us<br />
lots oof<br />
new cliennts.<br />
I could<br />
take the rest of the year off if I wanted to, , and still<br />
bankk<br />
millions – jjust<br />
from thhese<br />
residual<br />
sales aloone!<br />
By thhe<br />
way I telll<br />
you this NNOT<br />
to bragg.<br />
Rather, it’s<br />
to<br />
undeerscore<br />
the point that ddifferentiatees<br />
the maveen<br />
from the<br />
“alsoo-rans”.<br />
Next…<br />
21
BBenefit<br />
#4:<br />
Creating C g highlyy<br />
effectivve<br />
onlinne<br />
ads<br />
wwill<br />
becoome<br />
a bbreeze<br />
Ask aany<br />
veteran n copywriteer:<br />
<strong>The</strong>y’ll teell<br />
you thatt<br />
infusing yoour<br />
sales paages<br />
with<br />
crediibility<br />
and proof p are abbsolutely<br />
crucial<br />
to making<br />
the saale.<br />
But wwhen<br />
you are a the mavven<br />
of your market – wwhen<br />
your pprospects<br />
haave<br />
alreadyy<br />
expeerienced<br />
the e tremendoous<br />
value yoour<br />
free onlline<br />
contentt<br />
brings to ttheir<br />
lives -<br />
creatting<br />
high-re esponse sales<br />
pages iss<br />
a walk in the park. YYou<br />
need noo<br />
“hype”,<br />
whattsoever,<br />
to do it.<br />
Why?<br />
Because e your prosppects<br />
already<br />
know yoou.<br />
<strong>The</strong>y knnow<br />
your sttory.<br />
<strong>The</strong>y<br />
havee<br />
personally y experiencced<br />
the powwer<br />
of yoour<br />
ideas. And A that meeans<br />
they<br />
trust and believe<br />
you long before youu<br />
ever give them the opportuunity<br />
to<br />
buy ffrom<br />
you.<br />
And make no mistake: m This<br />
isn’t<br />
simpply<br />
my opinion.<br />
Here’ss<br />
a<br />
screeenshot<br />
of a recent commment<br />
on<br />
the ppopular<br />
Inte ernet markeeting<br />
forum<br />
<strong>The</strong> WWarrior<br />
For rum. <strong>The</strong> title<br />
of the<br />
threaad<br />
is “Is Bra anding Bullssh**”<br />
…<br />
In thiis<br />
post, Bria an Jones veery<br />
intelligently<br />
poin nts out that when<br />
you’rre<br />
<strong>The</strong> Mav ven, a produuct<br />
will sell<br />
well simply beca ause your nname<br />
is on it!<br />
So wwhile<br />
your competitors<br />
duke it outt<br />
and pay thhrough<br />
the nose to hiree<br />
the best<br />
copyywriters<br />
ava ailable – or suffer lackluster<br />
conveersion<br />
ratess<br />
lesser writers<br />
give<br />
themm,<br />
you autom matically geet<br />
stratosppheric<br />
convversion<br />
rattes<br />
with simmple,<br />
convversational<br />
messaging.<br />
BBenefit<br />
#5:<br />
Your afffiliate<br />
ssales<br />
wiill<br />
skyroocket<br />
Every online<br />
authoriity<br />
is “produuct<br />
challenged”<br />
– and ffor<br />
good reaason:<br />
It<br />
takes timme<br />
and monney<br />
to creatte<br />
great<br />
productss<br />
– the two most limitedd<br />
resourcess<br />
most online<br />
entreprreneurs<br />
havve.<br />
But whenn<br />
you’re established<br />
aas<br />
a trusted<br />
<strong>Maven</strong> inn<br />
your prospects’<br />
mindds,<br />
that<br />
problem vanishes, ttoo.<br />
22
Why? Because as a <strong>Maven</strong>, you’re the trusted authority – and you can direct<br />
that trust wherever you choose. You can earn huge affiliate commissions<br />
recommending “OPP” – Other People’s Products to your leads and customers!<br />
Case in point: In the past month, there have been two major launches in online<br />
marketing: 1) Stomper’s SMART program, and 2) Frank Kern’s Mass Control.<br />
My simple recommendation to my opt-in list made my company the top-selling<br />
affiliate for both of these great products – and we earned more than a quartermillion<br />
dollars in the past 30 days just for sharing these outstanding offers with<br />
our readers!<br />
Benefit #6:<br />
You will turn your fiercest competitors<br />
into the most energized and effective<br />
sales force imaginable<br />
As an established <strong>Maven</strong> in your market, you become known for the supreme<br />
quality of the content and products you produce.<br />
That means everyone else in your niche – every competitor you have – knows<br />
that he or she can become a hero to prospects and customers by recommending<br />
your site, your free content and your products.<br />
Plus, affiliates know it’s always easier to sell the respected mavens products than<br />
some anonymous Webmaster that no one has ever heard of before.<br />
And that means, the number of affiliates and joint venture partners who are eager<br />
to promote you skyrockets … they send you tens of thousands or even hundreds<br />
of thousands of new leads and customers every year … and your sales and<br />
profits shoot for the moon.<br />
Suddenly, attracting affiliates is easier than falling off a log. Instead of having to<br />
mount campaigns to attract them … bribing them with over-the-top commission<br />
rates to get them to promote you … and then nagging endlessly to get them to<br />
tell their leads and customers about you, affiliates flock to you, eager to<br />
promote your products at every opportunity.<br />
Smart affiliates know that it’s only a matter of time for anyone active on their list<br />
to hear about the latest great maven content being given away for free. So the<br />
affiliate might as well mail if it’s quality because they get paid.<br />
Frustration, Hard Work And Marginal Results<br />
If you’ve ever been frustrated with your progress, confused over tactics,<br />
overwhelmed with the amount of work you need to get done, or just plain tired –<br />
is there any wonder why?<br />
23
Serioously,<br />
are you y starting to realize yyou’d<br />
get thhe<br />
beneefits<br />
of SEO O, Affiliate M<strong>Marketing</strong>,<br />
RReach<br />
Supeer<br />
Affiliaate<br />
Status, Higher Connversion<br />
raates,<br />
plus<br />
moree<br />
by taking the mavensship<br />
path?<br />
It’s ccrazy…<br />
mos st online buusiness<br />
ownners<br />
are<br />
curreently<br />
focusin ng on all the<br />
wrong deetails.<br />
Unknnowingly<br />
they’re<br />
tryingg<br />
to get the benefits of<br />
maveenship<br />
by working w fivee<br />
times hardder<br />
than theey<br />
would<br />
if they jus st focused oon<br />
being thhe<br />
maven off<br />
their market. It’s s like a taking<br />
a short- cut in bizzaaro-land…<br />
iit<br />
makes noo<br />
sense.<br />
If youu<br />
haven’t made m the prrogress<br />
youu<br />
think you sshould’ve……<br />
if you’re finding<br />
manny<br />
of thee<br />
tactics yo ou learn harrd<br />
to implemment….<br />
if yyou<br />
find it diifficult<br />
to maaster<br />
all<br />
thesee<br />
different online o technnologies….<br />
.or if you simmply<br />
wish yyou<br />
could mmake<br />
a lot<br />
moree<br />
money tha an you are now while doing thinggs<br />
you enjoyy<br />
more then<br />
your life<br />
is abbout<br />
to cha ange….<br />
BBenefit<br />
#7:<br />
Manyy<br />
NEW streams<br />
of incomme<br />
suddeenly<br />
beggin<br />
flowwing<br />
to yyou<br />
Imaggine<br />
this …<br />
Your tele ephone ringgs.<br />
It’s the oorganizer<br />
oof<br />
a<br />
major ind dustry confeerence.<br />
Hee<br />
wants onee<br />
hour of<br />
your time e – to give a keynote aaddress<br />
at hhis<br />
upcoming<br />
event.<br />
You get First-Class airfare for two.<br />
A stretch h limo from the airport to the hotel.<br />
A lavish no-expensee-spared<br />
suuite.<br />
Oh – and d a check foor<br />
$25,000 in advancee<br />
just for<br />
saying “Y Yes.”<br />
A fanntasy?<br />
Nop pe – it happpens<br />
to me frequently. In fact I<br />
havee<br />
one comin ng up in aboout<br />
2-3 weeeks.<br />
Why?<br />
Because e I’ve established<br />
myseelf<br />
as a Maaven<br />
in<br />
my inndustry<br />
– so omeone thee<br />
conferencce<br />
organizeer<br />
knows<br />
his pprospects<br />
will w pay to heear.<br />
And byy<br />
paying me<br />
that $25kk<br />
and givingg<br />
me all<br />
thosee<br />
perks, he e’ll be able tto<br />
sell hunddreds<br />
of thoousands<br />
dollars-worth<br />
of extra<br />
regisstrations<br />
to his event.<br />
Not bbad<br />
– right? ? Now, connsider<br />
this …<br />
24
My mentor, Jay Abraham gets all those perks plus a tidy $40,000 a day for<br />
consulting with his clients.<br />
Better yet: He’s offered a huge chunk of the sales he produces AND even<br />
ownership in the companies he helps – millions and millions of dollars every<br />
year.<br />
And he still turns down 100 or more clients for everyone he agrees to work with.<br />
Why? Simple: Over the past four decades, Jay has established himself as THE<br />
MAVEN OF CHOICE for business owners who are serious about creating<br />
quantum growth.<br />
I could go on and on about the benefits that flow to you when you become the #1<br />
<strong>Maven</strong> in your market – but by now, I’m sure you get the picture.<br />
Failing to become a <strong>Maven</strong> …<br />
� Dooms you to obscurity and invisibility.<br />
� Sentences you to spending a fortune to generate traffic, leads and sales<br />
that <strong>Maven</strong>s get for free.<br />
�Condemns you to working much, much harder for much, much less.<br />
And on the other hand, taking the steps required to become a <strong>Maven</strong> in your<br />
industry …<br />
� Lifts you head and shoulders above your competition and gets you the<br />
attention you need to explode your business.<br />
� Empowers you to attract massive traffic, new leads, new customers and<br />
new profits without spending a single red cent on PPC, SEO or paid<br />
advertising.<br />
� Multiplies the money you earn for each hour you work – and allows you<br />
to work fewer hours to earn more money.<br />
So – are you ready to take your first steps towards <strong>Maven</strong>ship?<br />
Are you ready to let Jay and me lead you through YOUR <strong>Maven</strong> <strong>Matrix</strong>?<br />
Yes?<br />
Good answer!<br />
Let’s get going …<br />
Rich Schefren<br />
25
How to Become a Market<br />
<strong>Maven</strong> in 11 Easy Steps<br />
“<strong>The</strong> greatest danger for most of us is not that our aim<br />
is too high and we miss it. Rather, it’s that we aim too<br />
low and we reach it.”<br />
-- Michelangelo<br />
Rich and Jay here. Let us get right to the point.<br />
Give us a half hour of your time, right now... just 30 minutes...<br />
and we’ll give you a blueprint you can begin using immediately to grow<br />
your business faster than you ever thought possible.<br />
Together we’ve developed a brand-new approach to marketing<br />
and business-building that is lightyears<br />
beyond our previous<br />
discoveries, strategies and<br />
methods.<br />
Put simply: It’s a<br />
step-by-step process that<br />
not only shows you how<br />
to become a maven in<br />
your marketplace, but it<br />
literally forces you to<br />
become one.<br />
This process allows you to<br />
quickly identify your strengths, gain the trust of your market and, with<br />
very little time, effort or money, become the dominant authority in<br />
your market niche in 6 to 12 months.<br />
That may sound like a big promise, but allow us to tell you why<br />
it’s absolutely possible.<br />
One reason is: We’ve done it ourselves– and We’ve done it<br />
for literally thousands of our clients. And many of these multimillionaires<br />
were way further behind then anyone reading this.<br />
Rich here, with a personal story…You see, when I got out of<br />
college, I didn’t have much money and I had just taken over a failing<br />
clothing store. So my disposable income was really just a few hundred<br />
bucks a month.<br />
26
<strong>The</strong>n I came c acrooss<br />
one off<br />
Jay Abraham’s<br />
adss<br />
for a homme-study<br />
proggram.<br />
I ha ad never sseen<br />
anythhing<br />
like itt<br />
before, it<br />
promised<br />
so muchh<br />
that I despera ately wantted<br />
because<br />
I thougght<br />
it could<br />
give mee<br />
the<br />
marketing<br />
edu ucation thhat<br />
I despeerately<br />
neeeded.<br />
I finally pulled the<br />
trigger bbecause<br />
oof<br />
the risk-reversal<br />
tthat<br />
Jay<br />
offerred.<br />
I figu ured I hadd<br />
nothing to lose annd<br />
everythhing<br />
to gain<br />
so I put<br />
it alll<br />
on a cred dit card.<br />
That wa as a lot of money foor<br />
me thenn.<br />
It was a $5,000 course if I<br />
paidd<br />
for it in full f – or $5500<br />
down and 12 payments<br />
oof<br />
$500. This was<br />
14yeears<br />
ago!<br />
I took the<br />
paymeent<br />
plan. CCombined<br />
with the rrisk<br />
reverssal,<br />
I<br />
kneww<br />
I wasn’t t really rissking<br />
anytthing,<br />
but the long- term paymment<br />
plan<br />
certaainly<br />
helped.<br />
When I got Jay’s materialss,<br />
I was coompletely<br />
blown awway.<br />
I wonde ered why I hadn’t been<br />
taughht<br />
this typpe<br />
of practtical,<br />
resuults-based<br />
marketing<br />
and bussiness-building<br />
strategies<br />
in sschool,<br />
or<br />
in thhe<br />
elite bu usiness consulting<br />
ccompany<br />
I had workked<br />
for.<br />
I devoured<br />
the enntire<br />
coursse<br />
and appplied<br />
Jay’ s concepts<br />
exactly<br />
as instruucted<br />
to mmy<br />
failing<br />
clothing<br />
businesss<br />
-- and<br />
immeddiately<br />
myy<br />
income<br />
skyroccketed.<br />
T<strong>The</strong><br />
business<br />
growthh<br />
was amaazing.<br />
Simplyy<br />
by applyying<br />
the<br />
conceppts<br />
that arre<br />
the<br />
forerunnners<br />
of TTHE<br />
MAVEN<br />
MATRIIX,<br />
we<br />
went ffrom<br />
$1.5 million too<br />
$7.5 mmillion<br />
in 3 short<br />
years.<br />
NNeedless<br />
to<br />
say, myy<br />
disposabble<br />
incomee<br />
grew<br />
fromm<br />
a few hu undred dollars<br />
a moonth<br />
to about<br />
$50,0000<br />
a monnth<br />
– and<br />
my llife<br />
has ne ever been the samee<br />
sense.<br />
Over the<br />
years, I must havve<br />
spent a minimumm<br />
of $100,000<br />
on<br />
Jay’ss<br />
material ls and proograms<br />
– bbut<br />
every penny retturned<br />
at least ten<br />
timees<br />
the inve estment pprobably<br />
mmore<br />
like 1100<br />
times the invesstment.<br />
27
Fast-for rward elevven<br />
years: : I appliedd<br />
Jay’s andd<br />
my own original<br />
ideas<br />
when I began coaaching<br />
clieents<br />
in building<br />
theiir<br />
offline aand<br />
onlinee<br />
businesses.<br />
A lot of whhat<br />
I did wwas<br />
througgh<br />
trial annd<br />
error.<br />
Neverth heless, I helped<br />
my clients addd<br />
an averrage<br />
of $11.8<br />
millionn<br />
a yeear<br />
to their<br />
sales – aand<br />
grew my own ccompany<br />
ffrom<br />
zeroo<br />
to $7.5<br />
million<br />
in jus st 12 months.<br />
But rece ently I reaalized<br />
thatt<br />
all<br />
of mmy<br />
most su uccessful clients<br />
sharred<br />
a set of o strategiies,<br />
tacticss,<br />
and approaches.<br />
So, I ccalled<br />
Jay<br />
in exxcitement<br />
t, and wheen<br />
he<br />
finallly<br />
went th hrough hiss<br />
case<br />
studdies<br />
he fou und a simiilar<br />
pattern.<br />
That confirmedd<br />
that I<br />
was right.<br />
That jum mp-started<br />
an<br />
intennsive<br />
colla aboration between<br />
the ttwo<br />
of us. . Each andd<br />
every<br />
nighht<br />
for the last l few mmonths<br />
we’vve<br />
been ge etting on tthe<br />
phonee<br />
to<br />
disseect,<br />
analy yze, and thhen<br />
systemmize<br />
eachh<br />
new distinction,<br />
eaach<br />
new<br />
marketing<br />
pla ay, and eaach<br />
new taactic<br />
we coovered.<br />
We both h now beliieve<br />
we'vee<br />
literally created thhe<br />
Master Key to<br />
Markket<br />
Domin nance. Takking<br />
what Jay and I have beeen<br />
doing aall<br />
these<br />
yearrs<br />
– and optimizing<br />
o it into a rradically<br />
nnew<br />
approach<br />
that<br />
systtematizes<br />
s, simpliffies<br />
and aaccelerattes<br />
the cooncepts<br />
annd<br />
strattegies<br />
tha at have maade<br />
ourselves<br />
and oour<br />
clientss<br />
wealthy, , dominant<br />
and preemptiv ve in theirr<br />
markets..<br />
We ccall<br />
this new<br />
streammlined<br />
appproach<br />
<strong>The</strong>e<br />
<strong>Maven</strong> M<strong>Marketing</strong><br />
Intensivee.<br />
And the very first step in the proocess<br />
is thhe<br />
<strong>Maven</strong> <strong>Matrix</strong>. Itt’s<br />
printedd<br />
on the<br />
next page...<br />
Can n A Onne<br />
Page<br />
Doocumeent<br />
RReally<br />
Tran nsformm<br />
Youu<br />
And Yourr<br />
Business?<br />
?<br />
In a word… YE ES!<br />
28
<strong>The</strong> best way to get your head around it, is to think of <strong>The</strong><br />
<strong>Maven</strong> <strong>Matrix</strong> like a deed, a title of ownership to a piece of real-estate.<br />
<strong>The</strong> only difference is where the property exists. Because <strong>The</strong> <strong>Maven</strong><br />
<strong>Matrix</strong> is your deed to a piece of Mental Real-Estate.<br />
Our promise to you is this: by the time you finish this <strong>Manifesto</strong>,<br />
your <strong>Maven</strong> <strong>Matrix</strong> will be complete. And when it’s done it’ll reveal<br />
your unique and optimal identity (and pathway) to staking your claim<br />
in your market’s most desirable segments of mental real-estate.<br />
And that’s more<br />
important than ever<br />
before. Because your<br />
messages first have to<br />
get through all the clutter<br />
and noise. And then once<br />
you’ve got their attention<br />
you still need to get them<br />
engaged in your message<br />
in order to respond to<br />
your call to action.<br />
<strong>The</strong> good news is<br />
leveraging your <strong>Maven</strong><br />
<strong>Matrix</strong> is the fastest,<br />
lowest cost, and most<br />
result-certain method to<br />
exponentially grow your business. Because in a very short time your<br />
niche will have a clear perception of who you are, why they ought to<br />
do business with you, and how you fit into their world.<br />
And here’s the best part each time you use your <strong>Maven</strong> <strong>Matrix</strong> –<br />
whether by blog, email, rss, pay per click, video, podcast, or whatever<br />
else…Your messages will begin to have a residual effect, layering on<br />
top of itself on anyone who get exposed to it. Until…BINGO!, you<br />
notice you’re the supreme and dominant maven of your market.<br />
Leveraging <strong>The</strong> Latest Research In Neuroscience To<br />
Secure Your Preeminent Positioning As <strong>The</strong> Supreme<br />
And Dominant <strong>Maven</strong><br />
In order to fully appreciate the power of your maven matrix…let’s talk<br />
for a moment about brains… yours and mine.<br />
For starters, there’s a part of the brain named the reticular activating<br />
system (RAS). It’s believed to be the center of arousal and motivation<br />
in all of all animals and humans.<br />
29
But the RAS has another function, and as business owners it’s one of<br />
the most important part of our clients and prospects brains.<br />
Before I explain this crucial function… Have any of these experiences<br />
ever happened to you?<br />
Situation #1<br />
You just bought a new car, or you just got interested in a car… and then<br />
all of sudden you start seeing the car all over the place. Now, obviously<br />
the cars have always been there, but you didn’t notice them before, and<br />
now all of sudden you do.<br />
It happened to my wife Debi when she was pregnant. All of a sudden<br />
Debi started noticing pregnant women all over Manhattan. Now once<br />
again, the pregnant women were there before and they’re still there, but<br />
she noticed a lot more pregnant women when she was pregnant.<br />
Situation #2<br />
You’re at a part, and you are deeply engrossed in a conversation with<br />
another partygoer. Of course, there are lots of other conversations going<br />
on too, and you hear like a murmur of all the other conversations.<br />
You’re really not making out what the other people are saying because<br />
you’re paying attention to the conversation that you’re in.<br />
But then all of a sudden your full name is mentioned in one of those<br />
periphery conversations. In an instant<br />
your attention shifts to where you<br />
heard your named mentioned.<br />
So, what’s going on here?<br />
You see, your brain is continuously<br />
taking in millions of pieces of<br />
information, but your conscious mind<br />
could never handle it – so there needs<br />
to be a filter to keep you sane.<br />
That’s where the RAS comes in.<br />
It’s the part of your brain that decides what you notice or not. It makes<br />
the decision in a fraction of a mili-second based on what you already<br />
have in memory.<br />
30
Thatt’s<br />
why you u hear youur<br />
name dduring<br />
your<br />
conversaation<br />
at a party or<br />
why you notic ce that neww<br />
car you’rre<br />
considering<br />
purchhasing,<br />
or anything<br />
that you all of f a suddenn<br />
noticing aaround<br />
yoou.<br />
Des signed TTo<br />
Be Th <strong>The</strong> Centter<br />
Of Attentionn<br />
<strong>The</strong> <strong>Maven</strong> Ma atrix leverrages<br />
every<br />
new disscovery<br />
abbout<br />
whatt<br />
triggers<br />
the RAS (retic cular activvating<br />
systtem).<br />
Thaat’s<br />
why it’s<br />
so increedibly<br />
powerful.<br />
Simply<br />
review w the followwing<br />
pagee<br />
with <strong>The</strong>e<br />
<strong>Maven</strong> M<strong>Matrix</strong><br />
on it.<br />
<strong>The</strong>n<br />
workk<br />
through the remaainder<br />
of the<br />
report, , making ssure<br />
to take<br />
the<br />
timee<br />
to really define yoour<br />
mavenn<br />
positioning<br />
points. .<br />
Wheen<br />
you’re through…y<br />
t you’ll havee<br />
your owwn<br />
individuual<br />
recipe to stake a<br />
permmanent<br />
cla aim insidee<br />
the mindds<br />
of your prospectss<br />
and your<br />
clients.<br />
And the RAS will w always<br />
notice yyou<br />
as impportant<br />
– sso<br />
your mmessages<br />
will always be e read firstt,<br />
your offfers<br />
will geet<br />
prefereential<br />
conssideration,<br />
,<br />
yourr<br />
reputatio on will be defended in every nook and cranny off<br />
the<br />
interrnet,<br />
and all of this will servee<br />
to multipply<br />
your earnings<br />
immmediately.<br />
<strong>The</strong>rre’s<br />
one more m benefit<br />
to tell yyou<br />
aboutt….<br />
<strong>The</strong>e<br />
<strong>Maven</strong>n<br />
Placebbo<br />
Effecct<br />
SSeth<br />
Godinn<br />
recently wrote a<br />
bblog<br />
post wwhere<br />
he wwrote<br />
the<br />
foollowing…<br />
“WWhy<br />
do soome<br />
ideass<br />
have<br />
mmore<br />
curreency<br />
than others?<br />
BBecause<br />
wwe<br />
believe they<br />
should.<br />
Whhen<br />
Chris Anderson<br />
oor<br />
Malcolmm<br />
Gladwell writes<br />
aabout<br />
something,<br />
it’ ’s a betterr<br />
iddea<br />
becauuse<br />
they wwrote<br />
aabout<br />
it.”<br />
BBy<br />
using thhe<br />
<strong>Maven</strong> <strong>Matrix</strong> onn<br />
thee<br />
followingg<br />
page youu<br />
also<br />
leverage<br />
the incredibly i powerful placebo eeffect.<br />
Youur<br />
clients wwill<br />
get<br />
better<br />
results…<br />
your prrospects<br />
wwill<br />
have a higher reegard<br />
for yyour<br />
prodducts<br />
and informatioon…<br />
you’lll<br />
actually have yourr<br />
market eextending<br />
31
your reputation for you. It’s incredibly powerful and it’s just another<br />
benefit of using your <strong>Maven</strong> <strong>Matrix</strong> in all your communications.<br />
32
<strong>Maven</strong>s Are Made, Not Born<br />
What most people fail to understand is that market leaders (<strong>Maven</strong>s)<br />
are MADE, not born.<br />
<strong>The</strong>re are literally THOUSANDS of ordinary business<br />
people – once virtually “nobodies” in their markets – who have<br />
become <strong>Maven</strong>s and now enjoy success far beyond anything<br />
they imagined possible.<br />
<strong>The</strong>se new <strong>Maven</strong>s have better positioning... better personal<br />
branding... not more knowledge or expertise.<br />
<strong>The</strong>y either consciously or unconsciously stumbled upon the secret to<br />
enormous marketing success.<br />
For example: Do you<br />
honestly believe that Dr. Phil is<br />
the best, most highly trained<br />
psychologist in America?<br />
He may not be the best,<br />
but he is certainly the best paid –<br />
by 20, 50, even 100 times.<br />
<strong>The</strong> difference between Dr.<br />
Phil – with his multi-million-dollar<br />
TV contracts, bestselling books<br />
and celebrity clients – and the<br />
average neighborhood shrink has<br />
NOTHING to do with his<br />
knowledge or credentials.<br />
It has to do with his positioning, his superior personal branding, his<br />
willingness to tell his own story. In short: his visibility in his marketplace.<br />
And here’s the good news. You can easily do the same thing with your<br />
business or startup.<br />
<strong>The</strong>re are some very simple, easy, proven strategies you can use right<br />
now to go from “invisible” to “visible” in any market – and very, very<br />
quickly.<br />
Best of all: All you have to do to lay the groundwork is to complete<br />
<strong>The</strong> <strong>Maven</strong> <strong>Matrix</strong>.<br />
34
<strong>Matrix</strong> Step #1:<br />
Gain Your Market’s Trust<br />
As we already stated, we are now living in a copycat world where most<br />
products and services all look alike -- and almost everyone’s conventional<br />
marketing messages seem exactly the same.<br />
No one stands out as really being the supreme choice.<br />
Prospects can’t tell who is really competent, who has their best<br />
interests at heart, who they can and should trust with their purchasing<br />
decision and with all future purchases.<br />
As a result, they rely upon expert advisers ,friends, and what’s already<br />
familiar to guide them in their purchasing decisions.<br />
But this blurring of differentiation, this replicating of one<br />
mundane marketing message after other, is actually an<br />
enormous opportunity.<br />
It’s an opportunity because it allows you the chance – ignored by<br />
99.9% of other marketers -- to assume the preeminent role in your market.<br />
You can almost instantly install yourself as your market’s dominant<br />
<strong>Maven</strong>, its go-to source, the person and/or company with the best, most<br />
authoritative information, the most important information, and it starts with<br />
just one thing: CARING MORE.<br />
If you can show your prospects what they should be doing<br />
differently to solve their problems... fill their needs... or achieve<br />
their goals... you’ve just begun the process to win their trust.<br />
And if they trust you, they will look to you for advice and purchasing<br />
solutions for their problems.<br />
Imagine how much<br />
more business your<br />
online and offline<br />
marketing could be<br />
doing if people<br />
automatically and<br />
totally trusted your<br />
advice and purchasing<br />
recommendations. If<br />
they didn’t hesitate for<br />
a moment to commit<br />
themselves to purchase<br />
what you offered.<br />
It could<br />
realistically double,<br />
35
edouble;<br />
even redouble r aagain<br />
the results yoou’re<br />
curreently<br />
seeinng.<br />
You coould<br />
see salees<br />
skyrock ket – and your incoome<br />
multipply<br />
accorddingly.<br />
WWhy?<br />
AAll<br />
your ma arketing iss<br />
respecteed;<br />
thus itt’s<br />
believed,<br />
enthusiastically<br />
embracced<br />
and re espondedd<br />
to by thhe<br />
marketplace.<br />
SSo,<br />
how do o you starrt<br />
gaining their trustt?<br />
T<strong>The</strong><br />
proces ss starts wwith<br />
empathy.<br />
You nneed<br />
to arrticulate<br />
yyour<br />
niche’s<br />
problemms<br />
better than theyy<br />
have. Proospects<br />
haave<br />
to bellieve<br />
you ccare<br />
beforre<br />
they’ll ccare.<br />
Iff<br />
you don’ ’t already know<br />
your market’s<br />
“p pain pointss”<br />
you’re marginaliz zing your<br />
results. . You abso olutely muust<br />
do somme<br />
detectiv ve work too<br />
find theem.<br />
Do ke eyword<br />
researcch,<br />
read th he most<br />
popularr<br />
blogs in your niche,<br />
go to foorums<br />
and d see wheere<br />
people need help p, go to<br />
Amazonn<br />
and ana alyze the<br />
commeents<br />
buyer rs had to<br />
share aabout<br />
wha at they likeed<br />
and diddn’t<br />
like in the bookks<br />
coverinng<br />
your ma arket.<br />
AAfter<br />
you’v ve got a lisst<br />
of the mmarket’s<br />
pain p points<br />
–<br />
you neeed<br />
to synt thesize theem<br />
into<br />
a blankket<br />
statem ment, or evven<br />
betterr<br />
a personnal<br />
story oof<br />
your owwn<br />
that<br />
illustrattes<br />
your understand<br />
u ding of theeir<br />
frustraations.<br />
WWhen<br />
your r market ccan<br />
see thhemselves<br />
in your story<br />
– youu’ve<br />
just<br />
securedd<br />
their att tention<br />
HHere’s<br />
your<br />
first stepp:<br />
1- Desc cribe the biggest problemss<br />
people in your mmarket<br />
faace,<br />
and the frusttrations<br />
tthat<br />
comee<br />
along wwith<br />
themm.<br />
(If yoou<br />
don’ ’t know tthem…<br />
it’ ’s time too<br />
do some<br />
purposseful<br />
surfi fing)<br />
2- Sort t your listt<br />
of probllems<br />
+ frrustrationns<br />
in choorologicall<br />
sequ uence. WWhich<br />
probblem<br />
usuually<br />
commes<br />
first, what<br />
prob blem usuaally<br />
follows<br />
that, and so oon<br />
until yoou<br />
have<br />
your r problemm<br />
list fromm<br />
first prroblem<br />
too<br />
last.<br />
3- Com me up withh<br />
at least<br />
three wways<br />
to arrticulate<br />
these<br />
prob blems bettter<br />
thann<br />
your proospects<br />
hhave.<br />
(It’ ’s not as<br />
hard d as it mig ight sounnd…<br />
noboody<br />
sits aaround<br />
trrying<br />
to<br />
36
come up with better ways to describe a problem, so<br />
thinking time will give you a huge advantage here.<br />
4- Take your best attempt and insert it in the space provided<br />
below.<br />
In case you are having any challenges getting your head around this<br />
here are a few examples to give you a better perspective and make it<br />
easier for you to do for yourself.<br />
Rich: In the <strong>Internet</strong> Business <strong>Manifesto</strong>: <strong>The</strong> problems stemming<br />
from running a business as an opportunity seeker as opposed to a<br />
strategic entrepreneur. Problems highlighted in the report<br />
were…buying lots of products but hardly using any in their<br />
entirety…hopping from one hot idea to the next…a business model<br />
requiring hundreds of separate jobs to do…having a strategy of<br />
sameness…not leveraging time to it’s highest and best use…mistaking<br />
out-tasking for out-sourcing…etc…<br />
Jay Abraham: Business owners risk so much for their businesses and<br />
yet almost all of them fail to take advantage of all the opportunities<br />
and assets that exist within their own enterprises. In your business<br />
right now there are overlooked opportunities, hidden assets, and areas<br />
screaming to perform better if you would feed it which is an absolute<br />
tragedy – especially if your business situation is even remotely<br />
stressful. All of these business challenges stem from the standard<br />
myopic perspective on business – the “tunnel vision” of the owner<br />
because he/she is not aware of all the tactics that are currently<br />
working in other industries.<br />
Jim Cook: It’s smart for investors to be worried about rampant<br />
inflation and to be concerned about not knowing how to invest in hard<br />
money, like gold and silver coins. But you need to be careful because<br />
practically every other gold and silver coin dealer out there uses highpressure<br />
sales tactics and tries to get you to make big commitments<br />
right up front because their plan is to churn your account. I’d rather<br />
you start small, and get comfortable first.<br />
Now it’s your turn…<br />
37
Your “I Feel Your Pain” Story<br />
Purpose Process<br />
Gain Your<br />
Market’s Trust<br />
Clearly articulate your market’s hopes, fears and problems. Feel<br />
its pain. Identify gaps in service or quality. State the problem<br />
better than anyone.<br />
38
Mattrix<br />
Steep<br />
#2:<br />
Estabblish<br />
Yoour<br />
Maaven<br />
PPersonna<br />
"Leeaders<br />
achieve<br />
efffectiveneess<br />
largely<br />
through<br />
the stoories<br />
theyy<br />
relatee...Storie<br />
es must in<br />
some wway<br />
help audiencee<br />
membeers<br />
to thinnk<br />
throu ugh who tthey<br />
are. ..and frame<br />
futurre<br />
options.”<br />
-- Howward<br />
Gardner,<br />
Leaading<br />
Minnds<br />
M<strong>Maven</strong>s<br />
are e market leaders beecause<br />
theey<br />
are truusted...<br />
annd<br />
they are<br />
trusted,<br />
in part, because tthey<br />
have secured ttheir<br />
piecee<br />
of mentaal<br />
real-esttate<br />
in the mminds<br />
of their<br />
markket.<br />
In othher<br />
words your targeted<br />
prospects<br />
and<br />
clients feel like they<br />
know you.<br />
T<strong>The</strong><br />
question<br />
then iss<br />
this: Hoow<br />
do thouusands<br />
of people whho<br />
you neever<br />
meet gett<br />
to know you? Howw<br />
do theey<br />
at leastt<br />
feel as if<br />
they know you personallly?<br />
That is wwhere<br />
the<br />
secreets,<br />
methoods,<br />
strateegies<br />
and techniquees<br />
of THHE<br />
MAVENN<br />
MATRIXX<br />
and ppersonal<br />
bbranding<br />
comee<br />
in.<br />
In a marrketing<br />
conteext,<br />
people<br />
can onlyy<br />
get too<br />
know a <strong>Maven</strong><br />
throuugh<br />
the COONSISTENNT<br />
charaacter<br />
role or personna<br />
that tthe<br />
<strong>Maven</strong>n<br />
projects<br />
through<br />
his or her<br />
commuunications.<br />
. Yet mostt<br />
of<br />
you prooject<br />
abso olutely no character persona, whatsoevver<br />
to youur<br />
market<br />
right noow.<br />
Chang ge that onne<br />
element<br />
alone annd<br />
your marketing<br />
impact<br />
willl<br />
skyrockket.<br />
A persona isn’t a fabbrication.<br />
Rather, itt’s<br />
a distilllation...<br />
a public<br />
presenttation...<br />
th hat allowss<br />
you to coommunicaate<br />
your essential<br />
beliefs,<br />
values<br />
and staandards<br />
in n an efficieent<br />
way.<br />
AAn<br />
effectiv ve <strong>Maven</strong> ccharacter<br />
persona ccombines<br />
the elemeents<br />
of your<br />
own peersonality<br />
(your ownn<br />
strengthhs<br />
and, sometimes,<br />
even weaaknesses)<br />
...<br />
with those<br />
traits that resonate<br />
mostt<br />
effectiveely<br />
with yoour<br />
markeet.<br />
T<strong>The</strong><br />
reason n why certtain<br />
TV shhows,<br />
movvies,<br />
and nnovels<br />
beccome<br />
blockbuusters<br />
-- and a otherss<br />
simply bbomb<br />
– is often due to the chharacters<br />
involved.<br />
Think Columbo, C House, Giill<br />
Grissomm<br />
on CSI, Rocky, Raambo,<br />
Harrisoon<br />
Ford in Indiana Jones,<br />
Mattt<br />
Damon as Jason BBourne.<br />
39
Inn<br />
the ente ertainment<br />
world, itt’s<br />
commoon<br />
knowledge<br />
that if<br />
the market<br />
doesn’tt<br />
connect with the ccharacterss<br />
in a TV sshow,<br />
film or novel, they will<br />
never ssell<br />
well.<br />
Inn<br />
fact, if audiences<br />
a like the ccharacters,<br />
they will<br />
often tolerate<br />
a lot<br />
of<br />
negativves<br />
– such h as poor pplots<br />
or suubstandarrd<br />
special effects.<br />
TThink<br />
abou ut that thee<br />
very nexxt<br />
time you<br />
see a mmovie,<br />
or rread<br />
a novvel.<br />
What tyypes<br />
of ch haracters aare<br />
you atttracted<br />
too,<br />
and why?<br />
At thee<br />
same timme,<br />
think about<br />
what t type of ccharacterss<br />
your clients<br />
and prospects<br />
like.<br />
FFew<br />
entrep preneurs hhave<br />
any<br />
clue abbout<br />
this.<br />
YYou<br />
have to t create a characteer<br />
for your<br />
business s that peoople<br />
will likke<br />
and comme<br />
to trus st. You haave<br />
to<br />
reveal aaspects<br />
of f your perrsonality.<br />
You havve<br />
to shar re with thee<br />
public<br />
who yoou<br />
are. Th he more you<br />
do thiss,<br />
the more<br />
people will feel tthey<br />
knoww<br />
you andd<br />
trust you<br />
– and thhe<br />
faster<br />
your buusiness<br />
wi ill grow.<br />
AAgain,<br />
Jay and I aree<br />
not<br />
advocating<br />
phoniness.<br />
Quuite<br />
the<br />
oppositte.<br />
But th he truth is, , a humann<br />
being iss<br />
a comple ex reality with manny<br />
facets that<br />
can’t be easily<br />
commuunicated<br />
in n emails, nnewspapeer<br />
ads or bbrief<br />
onlinee<br />
videos.<br />
AAs<br />
a result t, you have<br />
to selecct<br />
those chharacter<br />
trraits<br />
and sstances<br />
thhat<br />
most acccurately<br />
reflect whhat<br />
you arre<br />
attemptting<br />
to achhieve<br />
in yoour<br />
markeet.<br />
A Word Of Caution: juust<br />
to be cleear<br />
– we arre<br />
not suggeesting<br />
that you send aan<br />
email orr<br />
a letter to your clientss<br />
and prosppects<br />
with yyour<br />
compleete<br />
bio on itt.<br />
NNope,<br />
you make m yourseelf<br />
known the<br />
same wway<br />
an authoor<br />
makes a character<br />
known, bby<br />
your beh havior. In other<br />
words, , the best wway<br />
to get cclients,<br />
prosspects,<br />
and the<br />
overall mmarket<br />
to fe eel like theyy<br />
know you is by sharinng<br />
stories wwhich<br />
illustrrate<br />
you<br />
behaving<br />
congruen ntly with thee<br />
persona yyou’ve<br />
chossen<br />
and deffined.<br />
In writingg<br />
they say “Show; doon’t<br />
tell.”A character ddescription<br />
describes wwhat<br />
kind oof<br />
person yyour<br />
charac cter is. But your story mmust<br />
demoonstrate<br />
whaat<br />
kind of pperson<br />
he iss.<br />
OOne<br />
final no ote from thee<br />
world of ficction…You’ll<br />
be more believable if you’re noot<br />
perfect. A useful fla aw in your ccharacter<br />
mmakes<br />
you mmore<br />
intereesting<br />
and ggive<br />
you a hhook<br />
so you ppenetrate<br />
deeply<br />
into tthe<br />
minds oof<br />
your markketplace.<br />
T<strong>The</strong><br />
marketpplace<br />
then ssees<br />
you as bbeing<br />
“huma an” and reaal.<br />
40
BBy<br />
researching<br />
our<br />
respecttive<br />
client files we’vve<br />
identifieed<br />
more than t 24<br />
commoon<br />
charact ter “types” ”<br />
or distinctions<br />
(there<br />
are<br />
lots moore!)<br />
that resonate<br />
with almmost<br />
any market orr<br />
niche yyou<br />
wish to o<br />
dominaate.<br />
BBut<br />
the tru uth is,<br />
there are<br />
as man ny <strong>Maven</strong><br />
personaas<br />
as ther re are<br />
unique individuals.<br />
You<br />
can creeate<br />
your own o – or<br />
mix andd<br />
match different d<br />
personaas<br />
for you ur unique<br />
hybrid.<br />
T<strong>The</strong><br />
charac cter distincctions<br />
below<br />
are meerely<br />
listed<br />
to stimuulate<br />
yourr<br />
own creeative<br />
pro ocess. It’ss<br />
like being<br />
at the bbuffet<br />
table<br />
of businness<br />
succeess<br />
– you ssimply<br />
pick<br />
the partts<br />
that aree<br />
right for you and yyour<br />
markket.<br />
11.<br />
Conf fident, Tyycoon,<br />
big<br />
business<br />
buildeer<br />
• Workaholic<br />
W , always looking<br />
forr<br />
the nextt<br />
big deal, conceitedd<br />
•<br />
22.<br />
<strong>The</strong> Puppeteer<br />
behindd<br />
the sceenes<br />
• Ca alculated, mysterious,<br />
workss<br />
in the shadows<br />
• Ev veryone kknows<br />
thiss<br />
character<br />
is powerrful<br />
(or ricch,<br />
or smaart,<br />
or r any otheer<br />
trait) buut<br />
not exaactly<br />
sure how<br />
33.<br />
<strong>The</strong> Researchher<br />
• Cu urious, haard-workinng,<br />
impulssive,<br />
and ttruth<br />
findeer<br />
• In ntrovertedd,<br />
confidennt,<br />
persisttent,<br />
passiionate<br />
44.<br />
<strong>The</strong> Well-Placed<br />
Intelligent<br />
Soource<br />
• Sh hows you what’s haappening<br />
bbehind<br />
thee<br />
scenes<br />
• Co onfrontational,<br />
has high-stanndards,<br />
• Demandingg,<br />
determined,<br />
forceeful,<br />
organnized,<br />
andd<br />
disciplineed<br />
55.<br />
<strong>The</strong> “Self-Maade”<br />
Man/Womann<br />
•<br />
66.<br />
<strong>The</strong> Contrariaan<br />
77.<br />
<strong>The</strong> Eccentricc<br />
• En nthusiastic,<br />
make yyour<br />
own rrules<br />
41
• Ha ates to be lumped<br />
in wwith<br />
the rest<br />
of a groupp;<br />
values his<br />
uniqueneess.<br />
• Generous,<br />
aanimated,<br />
, unconventional,<br />
and<br />
adventturous<br />
88.<br />
<strong>The</strong> Iconoclaast<br />
• no ot concerrned<br />
with w tradittion<br />
99.<br />
<strong>The</strong> Angry Man<br />
• Ar rgumentative,<br />
se elf-righteoous,<br />
ex xcitable annd<br />
so ometimes<br />
am musing insider<br />
110.<br />
<strong>The</strong> e<br />
Prod digy/Gennius<br />
• In ntrovertedd,<br />
super<br />
in ntelligent,<br />
co onfident and<br />
ag ggressive<br />
111.<br />
<strong>The</strong> fun guy<br />
112.<br />
<strong>The</strong> e Voice/FFace<br />
behind<br />
the orrchestra/<br />
/organizeer<br />
113.<br />
<strong>The</strong> e Synthessizer<br />
114.<br />
<strong>The</strong> e Importeer/from<br />
oone<br />
indusstry<br />
to annother<br />
115.<br />
<strong>The</strong> e Outcast:<br />
116.<br />
<strong>The</strong> e Commonn<br />
Man:<br />
117.<br />
<strong>The</strong> e Intellect:<br />
118.<br />
<strong>The</strong> e Advocatte<br />
119.<br />
<strong>The</strong> e Mad Scientist<br />
220.<br />
<strong>The</strong> e Supreme<br />
Possibiility-Optiimist<br />
221.<br />
<strong>The</strong> e Futuristt<br />
222.<br />
<strong>The</strong> e Absent Minded PProfessorr<br />
223.<br />
<strong>The</strong> e Wizard<br />
224.<br />
<strong>The</strong> e Family MMan<br />
YYOUR<br />
MAV VEN ASSIGNMENTT:<br />
Now, tthink<br />
abouut<br />
your owwn<br />
currentt<br />
<strong>Maven</strong> persona. . Ask yourrself<br />
how that persoona<br />
could d be improoved,<br />
dimenssionalized,<br />
refined oor<br />
redefineed.<br />
42
Imagine a famous Hollywood actor playing you in a big budget movie.<br />
How would he or she act? What would the story be about? How would<br />
they describe the character?<br />
Next, what type of characters / personas do you think score high with<br />
your market? What kind of personalities are they attracted to? What type of<br />
person do they find it easy to like? ? What character persona “voids” exist—<br />
unfilled?<br />
WRITE BELOW: fill in a description of your <strong>Maven</strong> persona, the<br />
character role that will most closely resonate with your market and<br />
that is based on your personal strengths, interests and personality.<br />
Define Your <strong>Maven</strong> Persona<br />
Purpose Process<br />
Establish Your<br />
<strong>Maven</strong> Persona<br />
Memorable personality traits that make the maven more human<br />
and familiar in the eyes (and more importantly the minds) of the<br />
marketplace anchor your persona in the minds of your market<br />
43
<strong>Matrix</strong>x<br />
Step #3:<br />
Develop<br />
Youur<br />
MarrketVission<br />
“You “ are the storyyteller<br />
off<br />
your owwn<br />
life,<br />
and<br />
you can<br />
create your own<br />
legend or not.”<br />
—Isaabel<br />
Allendde<br />
OOnce<br />
you have h creatted<br />
a Mavven<br />
personna<br />
that maatches<br />
botth<br />
your<br />
personaal<br />
strengths<br />
and ressonates<br />
wwith<br />
your mmarket,<br />
thhe<br />
next steep<br />
is to<br />
developp<br />
and clea arly state tthe<br />
elemeents<br />
of youur<br />
Market Vision – tthe<br />
core<br />
beliefs that guide e your serrvice<br />
to yoour<br />
markett.<br />
FFred<br />
Smit th of Fedeeral<br />
Expresss<br />
developped<br />
his Vis sion of relliable<br />
overnigght<br />
docum ment deliveery<br />
anywhhere<br />
in America.<br />
His slogan beecame:<br />
Whhen<br />
it absollutely,<br />
pos sitively haas<br />
to be thhere<br />
overnigght.<br />
TTom<br />
Mona ahan developed<br />
hiss<br />
Vision oof<br />
the way y pizza deelivery<br />
shoould<br />
be and turned it into a slogan<br />
and a<br />
promisee:<br />
Hot, Pi izza in 30 minutes oor<br />
it’s freee.<br />
LLarry<br />
Pag ge and Sergey<br />
Brinn<br />
developped<br />
their Vision V of a search eengine<br />
for the <strong>Internet</strong><br />
that ccould<br />
quickkly<br />
retrievee<br />
the most<br />
relevantt<br />
web pages<br />
and staarted<br />
theirr<br />
companyy<br />
in a friennd’s<br />
garage in 1998. Within a decade itss<br />
launch, Google is now wortth<br />
an<br />
estimatted<br />
$23 bi illion.<br />
UUnfortunat<br />
tely, manyy<br />
entrepreeneurs<br />
donn’t<br />
focus oon<br />
a Visionn<br />
for theirr<br />
markett<br />
but on th heir busineesses.<br />
<strong>The</strong>ey<br />
fall in loove<br />
with ttheir<br />
own products.<br />
<strong>The</strong>y faall<br />
in love with theirr<br />
service oor<br />
they fall<br />
in love wwith<br />
being the fastesst<br />
growingg<br />
company<br />
in the field.<br />
T<strong>The</strong><br />
key to rapid succcess<br />
as a <strong>Maven</strong>, hhowever,<br />
is<br />
to fall inn<br />
love withh<br />
your cuustomers,<br />
clients orr<br />
prospects.<br />
Iff<br />
you can really livee<br />
for the contributioon,<br />
the bennefit,<br />
the advantage,<br />
the enrrichment,<br />
the protecction<br />
you make in ttheir<br />
lives, , you’ll achieve<br />
preeminence<br />
quickly.<br />
44
describbed<br />
above. .<br />
WWhat’s<br />
you ur take onn<br />
what’s go oing on inn<br />
your marrketplace?<br />
? How is tthe<br />
markett<br />
being dec ceived? WWhat<br />
mistaakes<br />
are mmembers<br />
oof<br />
the marrket<br />
makinng?<br />
What nnew<br />
develo opments sshould<br />
peoople<br />
be awware<br />
of?<br />
WWhen<br />
eithe er of us mmeets<br />
with clients, thhis<br />
is conssidered<br />
ann<br />
essential<br />
part of the <strong>Maven</strong><br />
Platformm<br />
-- meanning<br />
that eevery<br />
commmunicatioon<br />
comes<br />
from thhis<br />
frame of o mind.<br />
WWRITE<br />
BE ELOW: DDescribe<br />
yyour<br />
Visioon,<br />
your personall<br />
crusadee<br />
for youur<br />
marke et. What yyou<br />
woulld<br />
changee<br />
if you ccould,<br />
whhat<br />
custommers<br />
have e a right to expecct?<br />
Statee<br />
the reasson<br />
why your<br />
compaany<br />
exists s.<br />
Purpose<br />
Vision for<br />
the<br />
marketpplace<br />
Dev velop<br />
And ass<br />
a <strong>Maven</strong>,<br />
ppreeminennce<br />
is the ggoal<br />
you<br />
sshould<br />
strrive<br />
for in any businness<br />
oor<br />
professsion.<br />
To bbe<br />
preeminent<br />
in yourr<br />
field lifts<br />
you up to a positionn<br />
that is<br />
simply noot<br />
comparaable<br />
with<br />
anyone ellse<br />
in yourr<br />
market. In<br />
other worrds:<br />
No onne<br />
else commes<br />
close.<br />
YOUUR<br />
MAVEEN<br />
AASSIGNMMENT:<br />
Freed<br />
Smith,<br />
TTom<br />
Monaahan,<br />
Larry ry Page annd<br />
Seergey<br />
Brin all had Vi Visions,<br />
Yourr<br />
Markket<br />
Vision<br />
Proccess<br />
Why the coompany<br />
exissts,<br />
What iss<br />
the ultimatte<br />
goal of thhe<br />
maven,<br />
What’s thee<br />
dream/cauuse<br />
that others<br />
want to be a part oof?<br />
45
<strong>Matrix</strong> Step #4:<br />
Tell Your Creation Myth<br />
“Words are how we think, stories are how we link.”<br />
-- Christina Baldwin<br />
<strong>Maven</strong>s have a story, a personal<br />
history, and a track record with their<br />
market. <strong>The</strong>ir success depends upon<br />
how well they communicate it.<br />
You have to tell the worldwhy<br />
you’re in the market you are in.<br />
You have to reveal your hopes<br />
and dreams, your current frustrations,<br />
your personal failures, what you’ve<br />
achieved so far and what you’re still<br />
struggling to achieve.<br />
Do that – with honesty and<br />
passion – and you’ll achieve success<br />
beyond anything you could ever expect.<br />
Fail to do that – become just one among hundreds of also-ran, “metoo”<br />
businesses – and you’ll become a commodity forever cutting your<br />
prices.<br />
Tom Peters puts it this way: He who has the best story, wins.<br />
It’s that simple.<br />
Think about the classic <strong>Maven</strong> stories we’ve all heard.<br />
We’ve all heard how Bill Gates shrewdly purchased an operating<br />
system (86-DOS) from a Seattle software company and then licensed it to<br />
IBM as the operating system for its new PC.<br />
What about Phil Knight? Who hasn’t heard the tale of how Phil<br />
Knight, a University of Oregon track star, and his coach began<br />
experimenting with a waffle iron to make his own running shoes? <strong>The</strong><br />
company he founded, Nike, ended up bequeathing him a personal fortune of<br />
$9 billion.<br />
Of course, everyone knows the story of Steve Jobs and Steve<br />
Wozniak, the co-founders of Apple Computers – how they made personal<br />
computers in a Menlo Park garage that became the Apple.<br />
Companies thrive on the basis of the stories they tell. How do we<br />
know the stories above: Because Bill Gates, Phil Knight, Steve Jobs and<br />
Steve Wozniak TOLD THEM OVER AND OVER AGAIN!<br />
47
M<strong>Maven</strong>s,<br />
ab bove all ellse,<br />
tell sttories.<br />
<strong>The</strong>ir<br />
personnal<br />
story eexplains<br />
wwhy<br />
they doo<br />
what the ey do – annd<br />
that, inn<br />
turn, revveals<br />
why their custtomers<br />
and<br />
prospeccts<br />
should d trust theem.<br />
YYOUR<br />
MAV VEN ASSIGNMENTT:<br />
Think back to hoow<br />
you foound<br />
you wway<br />
into thiis<br />
market in the firsst<br />
place. WWhat<br />
dreww<br />
you to itt?<br />
If you jjust<br />
stumbleed<br />
into it, what keppt<br />
you<br />
there? What do you like aabout<br />
your market?<br />
What W do yoou<br />
dislike? ?<br />
GGo<br />
deeper. . Think abbout<br />
your gr reatest ach hievemennts<br />
in<br />
this maarket.<br />
<strong>The</strong> en think yyour<br />
greatesst<br />
failures. . Be honeest.<br />
<strong>The</strong> moore<br />
honest t you are, the<br />
more yyou<br />
will gain<br />
your<br />
markett’s<br />
trust – and the mmost<br />
trust yoou<br />
have, the t more yyou<br />
can ethhically<br />
adv vise prospeects<br />
on whaat<br />
they sho ould buy.<br />
WWRITE<br />
BE ELOW: Att<br />
length, h, explain n how youu<br />
came<br />
to be iin<br />
the bus siness yoou’re<br />
in. What’s yyour<br />
perssonal<br />
storry?<br />
Whyy<br />
would other pe eople caree?<br />
Purpose<br />
<strong>The</strong> Creeation<br />
Myth<br />
Dev velop<br />
Your<br />
Creation<br />
MMyth<br />
Proccess<br />
<strong>The</strong> STORYY<br />
about the beginnings of the maven<br />
and their<br />
brand --<br />
where did it start? Whhy?<br />
Who were<br />
the playeers<br />
involved?<br />
48
<strong>Matrix</strong>x<br />
Step #5:<br />
De evelopp<br />
Prediictablee<br />
Behaaviors<br />
WWhen<br />
you’ ’re a Maveen,<br />
peoplee<br />
feel like tthey<br />
knoww<br />
who youu<br />
are. Andd<br />
part of knowing someone is being aable<br />
to<br />
predict certain be ehaviors, to recognnize<br />
certain odd traits s about soomeone.<br />
TThat’s<br />
why y successfuul<br />
<strong>Maven</strong>ss<br />
developp<br />
what are e known aas<br />
“rituals” ” or<br />
predictaable<br />
behaviors<br />
thatt<br />
customers<br />
come too<br />
expect and a even look forwaard<br />
to.<br />
OOne<br />
way to o do this is<br />
to develop<br />
a<br />
uniquee<br />
style of f communnicating.<br />
T<strong>The</strong><br />
British h novelist CCharles<br />
Dickenss<br />
used this<br />
techniquue<br />
more than<br />
a<br />
centuryy<br />
ago.<br />
WWhen<br />
creating<br />
his chharacters,<br />
, Dickens gave eachh<br />
characteer<br />
a unique<br />
verbal “ “tic,” a sp pecial phraase<br />
or accent<br />
or wayy<br />
of beginnning<br />
a sentence,<br />
soo<br />
that reaaders<br />
could<br />
instantly<br />
figure oout<br />
who wwas<br />
speaking<br />
withouut<br />
Dickenss<br />
even haaving<br />
to id dentify whho<br />
the speeaker<br />
was.<br />
You kneew<br />
as soonn<br />
as the<br />
charactter<br />
began speaking who he oor<br />
she wass.<br />
A current example e oof<br />
this is thhe<br />
Interneet<br />
marketeer<br />
Matt Fuurey<br />
who ssells<br />
wrestlinng<br />
and he ealth produucts.<br />
Fureey’s<br />
emaills<br />
are filled<br />
with oddd<br />
spellingss<br />
(“nekkidd”)<br />
... his sassy point<br />
of vieww...<br />
and his<br />
trademark<br />
endingg,<br />
“Kick Buutt<br />
- Take<br />
Namess.”<br />
more people<br />
will come to ttrust<br />
you.<br />
T<strong>The</strong><br />
point is that, too<br />
solidifyy<br />
your relaationship<br />
with your<br />
markeet,<br />
you, ass<br />
a<br />
<strong>Maven</strong>n,<br />
should ddevelop<br />
certainn<br />
ritualistic<br />
behaviors<br />
that yoour<br />
custommers<br />
and<br />
prospeects<br />
can predict.<br />
TThis<br />
will help<br />
them feel<br />
like theey<br />
know you.<br />
<strong>The</strong><br />
more predictable<br />
yyou<br />
are, thhe<br />
51
YOUR MAVEN ASSIGNMENT: Take a moment to think about your<br />
own predictable behaviors – things you do on a regular basis that people<br />
who know you expect from you. Matt Furey uses unusual language. I come<br />
out with an exhaustively researched new report every six months. Jay<br />
Abraham uses a large vocabulary.<br />
WRITE BELOW: List a few predictable things you could do with your<br />
market (or future market). Try to think of special, predictable ways of<br />
doing things – trademark acts that really “brand” you as a “one of a kind”<br />
individual.<br />
Identify Your Predictable Behaviors<br />
Purpose Process<br />
Predictable<br />
Behaviors<br />
Unique things you do or say (or could…Or should start<br />
doing/saying) that your market expects In other words they are<br />
predictable – and just like you can predict how a loved on or close<br />
friend is going to behave you want the market to feel they can<br />
predict your behavior.<br />
52
<strong>Matrix</strong>x<br />
Step #6:<br />
Becomme<br />
a PPolariziing<br />
Figgure<br />
“In classical<br />
tiimes,<br />
whhen<br />
Ciceroo<br />
had finished<br />
speeaking,<br />
tthe<br />
people<br />
said, ‘ How well<br />
he spokke.’<br />
But wwhen<br />
Demmosthenees<br />
ha ad finisheed<br />
speakking,<br />
theyy<br />
said, ‘LEET<br />
US MAARCH.’”<br />
- Adlai Steevenson<br />
CChanging<br />
People’ss<br />
“Flawedd”<br />
World As <strong>The</strong>y Know It<br />
PPart<br />
of standing<br />
for somethingg<br />
is to staand<br />
against<br />
somethhing<br />
else.<br />
SSuccessful<br />
<strong>Maven</strong>s ooften<br />
are polarizing:<br />
<strong>The</strong>y<br />
annouunce<br />
to the wworld<br />
that t customers<br />
should not tolera ate certainn<br />
low<br />
standarrds<br />
of serv vice... shooddy<br />
productts...<br />
misle eading<br />
advertising...<br />
and d the people<br />
and bussinesses<br />
who w practiice<br />
them.<br />
Inn<br />
other wo ords:<br />
Successful<br />
<strong>Maven</strong>s<br />
usuallyy<br />
have<br />
a stronng<br />
point of o view.<br />
AAfter<br />
all, people<br />
flocck<br />
to<br />
them too<br />
hear the eir OPINIOONS<br />
of<br />
the market<br />
niche e they are in – and the strongger,<br />
moree<br />
direct, mmore<br />
passionnate<br />
those e opinions are, the mmore<br />
theyy<br />
resonatee<br />
with the market.<br />
TThis<br />
doesn’t<br />
have too<br />
be as negative<br />
as it sounds.<br />
You donn’t<br />
necessaarily<br />
have too<br />
“name names,”<br />
buut<br />
you shoould<br />
definitely<br />
defennd<br />
the interests<br />
of<br />
your cuustomers<br />
and a prosppects<br />
by deenouncingg<br />
what neeeds<br />
to be denounceed.<br />
CChase<br />
Ravell<br />
was a no-nonsennse,<br />
hard-nosed<br />
buusinessman<br />
who weent<br />
from prroject<br />
to project. p Jaay<br />
discoveered<br />
that Chase hadd<br />
spent hiis<br />
whole life<br />
studyinng<br />
all the emerging e small andd<br />
medium business trends that<br />
were huge<br />
moneymmakers.<br />
CChase<br />
was s also opinnionated.<br />
He called things likke<br />
he saw them. Hee<br />
praisedd<br />
some com mpanies aand<br />
denouunced<br />
otheers.<br />
SSo,<br />
Jay use ed this poolarizing<br />
quality<br />
to hhelp<br />
position<br />
Chase as a Maveen.<br />
Jaay<br />
and Ch hase creatted<br />
a repoort<br />
called, Who’s Maaking<br />
a Buundle?<br />
T<strong>The</strong><br />
report highlighteed<br />
Chase as this noo-nonsensse<br />
guy whoo<br />
didn’t<br />
waste a moment t of his timme<br />
on sommething<br />
that<br />
wasn’t the absolute<br />
highest<br />
53
payoff for the least amount of time -- and revealed that he had done the<br />
research and had the tough businessman perspective on things that no one<br />
else had.<br />
That <strong>Maven</strong> positioning, along with the proper marketing techniques<br />
that go with it, catapulted Chase’s business into the stratosphere.<br />
<strong>The</strong> name of his business was Entrepreneur Magazine – which is now<br />
an international publishing conglomerate with hundreds of millions in sales.<br />
When done right, taking strong, polarizing opinions will win you<br />
followers (as well as enemies) – and create monster levels of financial<br />
success.<br />
YOUR MAVEN ASSIGNMENT: As a customer in your market, what<br />
would you change? How would you improve things? What’s wrong? What’s<br />
needed? What’s missing?<br />
Think of yourself as a reformer. Launch a consumer crusade. What<br />
would it look like? If you could address a professional association in your<br />
market, what would you say? What would you DEMAND? With your<br />
superior knowledge of your market, how would you advise inexperienced<br />
prospects?<br />
<strong>Maven</strong>s take strong positions. Chase Ravell called businesses the way<br />
he saw them. Matt Furey (a Chinese kung fu and wrestling champion)<br />
denounces most trendy exercise programs, from aerobics to weightlifting.<br />
Virgin Airlines CEO Richard Branson is notorious for his irreverent, even<br />
outrageous stands on the airline industry.<br />
WRITE BELOW: List the worst aspects of your market, the 3 or 4<br />
things you plan on changing with your products or services. Think of what<br />
you would denounce in your industry, the frank advice you’d give your<br />
customers.<br />
Articulate Your Polarizing Point Of View<br />
Purpose Process<br />
Polarizing point<br />
of view<br />
Views that will resonate with your target clients but might offend<br />
others. It separates your market into believers and non-believers.<br />
<strong>The</strong> denunciation of companies and practices in your market that<br />
are cheating your customers out of the value they should expect.<br />
54
Mattrix<br />
Steep<br />
#7:<br />
Develoop<br />
Youur<br />
Ownn<br />
Phrasseologgy<br />
M<strong>Maven</strong>s<br />
are e market leaders, eexperts,<br />
auuthorities<br />
in their fields.<br />
AAs<br />
a result t, they deffine<br />
the termms<br />
of the debate...<br />
set the standards...<br />
engineeer<br />
the solu utions.<br />
PPart<br />
of this s<br />
processs<br />
is to dev velop<br />
your owwn<br />
“technology,”<br />
your unnique<br />
phraseoology<br />
and ways<br />
of preseenting<br />
you ur<br />
understtanding.<br />
YYou<br />
take certain<br />
words aand<br />
make them<br />
yours. TTony<br />
Robbins<br />
is a<br />
classic example of o this.<br />
Tony wwas<br />
trained d in<br />
Neuro-Linguistic<br />
Programmming<br />
(NLP).<br />
HHe<br />
modifie ed some off<br />
the conccepts<br />
slighhtly<br />
and reenamed<br />
it Neuro<br />
Associaated<br />
Conditioning<br />
(NNAC).<br />
TTony<br />
took another cconcept<br />
annd<br />
called tthe<br />
Dickenns<br />
Pattern.<br />
He took a<br />
quality concept from f Demming<br />
and created hhis<br />
own accronym<br />
whhich<br />
was<br />
CANI (CConstant<br />
and a Neverr<br />
Ending IImprovement)<br />
BBoth<br />
Jay and<br />
I use tthis<br />
principple<br />
in our own workk<br />
– with trremendously<br />
powerfuul<br />
results.<br />
Jaay<br />
either develops his own phraseologgy<br />
– such as X Factoors<br />
or<br />
Protégéé<br />
and Men ntor Prograams<br />
– or he populaarizes<br />
obsccure,<br />
technical<br />
terminoology<br />
so that<br />
everyoone<br />
beginns<br />
using it.ie,<br />
“<strong>The</strong> SStrategy<br />
OOf<br />
Preeminence”..<br />
MMore<br />
than 20 years ago, Jay bbegan<br />
using<br />
terms like Margiinal<br />
Net<br />
Worth, USP, Risk k Reversall,<br />
Strategiic<br />
Alliancees<br />
and Perrformance<br />
Enhanccement<br />
Qu uotient (PEEQ).<br />
Jay made them<br />
famouss<br />
in entreppreneurial<br />
circles decades before b they<br />
came innto<br />
vogue with the I<strong>Internet</strong><br />
aage.<br />
I do the sa ame thing. . I used tthe<br />
term “ manifestoo”<br />
when wwriting<br />
my<br />
foundattional<br />
bus siness repoort.<br />
To thhis<br />
day, if you speakk<br />
to anyonne<br />
in Interrnet<br />
56
marketing circles and you say, “I’m looking for the <strong>Manifesto</strong>”, people will<br />
naturally assume that you’re talking about me.<br />
Another phrase that I coined for a whole other series of reports was<br />
“doctrine.” My last report was called, <strong>The</strong> Attention Age Doctrine.<br />
<strong>The</strong> truth is, you can take a phrase or term and make it your own. For<br />
example, I have stressed that “attention” has become the scarce<br />
commodity.<br />
I wasn’t the first person to talk about the scarcity of attention. A<br />
Nobel Prize winning scientist mentioned it in 1971, the year I was born.<br />
But I made attention my own. I created the term “Attention Age.”<br />
Now if you check on Google, there’s something like a 100,000 web pages<br />
that talk about us being in <strong>The</strong> Attention Age – and the majority of those<br />
pages cite me as the <strong>Maven</strong> who coined the term.<br />
YOUR MAVEN ASSIGNMENT: Pretend for a moment that you are,<br />
not merely the preeminent authority in your market, but an actual pioneer...<br />
a scientist... an explorer. You’ve been given the task of presenting the<br />
intricacies of your market to beginners – of telling them what they need to<br />
know and why.<br />
Now pretend that you actually have to create your own system to<br />
explain the market. Develop your own terminology, your own system, your<br />
own explanatory hypotheses.<br />
Literally write the book (or e-book!) on your market. What would you<br />
say? Could you find new words, new phrases, to describe different aspects<br />
of the products or services in your market? Could you organize your market<br />
better than it’s now organized? Could you prioritize better? Value things<br />
better?<br />
WRITE BELOW: Coin a few special phrases for a key aspect of your<br />
market and write them down. Think of something that could be your<br />
trademark – something that people would always associate with you and<br />
your unique approach to your market.<br />
Develop Your Own Phraseology<br />
Purpose Process<br />
Special<br />
Phraseology<br />
Your iconic phrases and terminology that makes you utterly<br />
unique in your market<br />
57
Usse<br />
a Si ignatuure<br />
Commmunnicatioons<br />
Chaannel<br />
PPart<br />
of dev veloping riituals<br />
is too<br />
use a siggnature<br />
ccommuniication<br />
channeel,<br />
a special<br />
way off<br />
commuunicating<br />
with w your<br />
markettplace<br />
that t is uniquee<br />
to you<br />
as a Maaven<br />
– wh hether that<br />
is a<br />
Mondayy<br />
morning g email, a blog, a<br />
video ppodcast,<br />
or<br />
a monthhly<br />
newslettter.<br />
VVaynerch<br />
huk, for exxample,<br />
uses ann<br />
inexpens sive, low-ttech<br />
video bblog<br />
to com mmunicate<br />
with his<br />
followers.<br />
<strong>Matrix</strong>x<br />
Step #8:<br />
GGary<br />
does daily 5- too<br />
15-<br />
minute videos on n wine forr<br />
the<br />
averagee<br />
Joe. He ere is a peerfect<br />
examplle<br />
of an “o ordinary” bbusiness<br />
using thhe<br />
power of mavenship<br />
to geet<br />
exponenntial<br />
resullts<br />
– and vvery<br />
quickkly.<br />
GGary<br />
is abo out as orddinary<br />
a guuy<br />
as you’ll<br />
ever meeet.<br />
He ggrew<br />
up in<br />
Jersey and helpe ed out in the<br />
family business, , a modest<br />
liquor sttore.<br />
BBut<br />
Gary saw<br />
an oppportunity<br />
to becomee<br />
a <strong>Maven</strong>n<br />
in a partticular<br />
niche<br />
of his mmarket.<br />
HHe<br />
saw tha at a lot of his custommers<br />
weree<br />
interesteed<br />
in and would buyy<br />
more expensive<br />
wines, but<br />
they diddn’t<br />
know much aboout<br />
wine. Fine winee,<br />
they felt,<br />
was for r snobs.<br />
SSo<br />
what did<br />
Gary doo?<br />
He launched<br />
his very inexxpensive<br />
vvideo<br />
blog,<br />
www.WWinelibrary<br />
ytv.com, thhat<br />
featurres<br />
his outtrageous,<br />
sometimees<br />
profanee<br />
but alwways-hilarious<br />
commmentaries<br />
on wine.<br />
BBy<br />
serving and chammpioning<br />
tthis<br />
underr-served<br />
mmarket<br />
(orrdinary<br />
wine<br />
drinkerrs<br />
as oppo osed to winne<br />
snobs) , Gary has<br />
transforrmed<br />
his faamily’s<br />
neighboorhood<br />
liq quor store into a $50<br />
million ccompany.<br />
GGary<br />
is now w a <strong>Maven</strong>n.<br />
He’s “tthe”<br />
experrt<br />
on winee<br />
for the average<br />
Hee’s<br />
been onn<br />
the Conan<br />
O’Brienn<br />
show, T<strong>The</strong><br />
Ellen DDeGeneress<br />
show, annd<br />
many<br />
others. In fact, he’s h gottenn<br />
so muchh<br />
attentionn<br />
recently,<br />
he now has an agent.<br />
He’s alrready<br />
rece eived offers<br />
from TVV<br />
networkks<br />
and major<br />
cable stations<br />
because<br />
they wa ant him to host his oown<br />
cablee<br />
or TV shoow.<br />
(By the<br />
way,<br />
later inn<br />
this rep port I’ll teell<br />
you how<br />
you ccan<br />
meet and hear<br />
Gary inn<br />
personn,<br />
for FRE EE... and 10 otherr<br />
top Inteernet<br />
marrketing<br />
eexperts.)<br />
59
YOUR MAVEN<br />
ASSSIGNMENNT:<br />
Pretennd<br />
for a moment<br />
that youu<br />
are, , not mereely<br />
the<br />
preeeminent<br />
aauthority<br />
inn<br />
youur<br />
market, but an<br />
actuual<br />
pioneeer...<br />
a<br />
scienntist...<br />
ann<br />
explorer.<br />
You’v ’ve been ggiven<br />
the ttask<br />
of pressenting<br />
thhe<br />
intricaciies<br />
of yourr<br />
market to o beginneers<br />
– of tellling<br />
themm<br />
what theey<br />
need too<br />
know and<br />
why.<br />
NNow<br />
preten nd that yoou<br />
actuallyy<br />
have to create your<br />
own syystem<br />
to<br />
explainn<br />
the mark ket. Deveelop<br />
your oown<br />
termiinology,<br />
yoour<br />
own ssystem,<br />
yoour<br />
own exxplanatory<br />
y hypothesses.<br />
Literally<br />
wr rite the boook<br />
(or e- book!) onn<br />
your marrket.<br />
Whhat<br />
would you<br />
say? CCould<br />
you find new wwords,<br />
neew<br />
phrasess,<br />
to descrribe<br />
differrent<br />
aspeccts<br />
of the pproducts<br />
or o servicess<br />
in your mmarket?<br />
CCould<br />
youu<br />
organize your marrket<br />
better tthan<br />
it’s now n organized?<br />
Couuld<br />
you prrioritize<br />
beetter?<br />
Vallue<br />
things s<br />
better? ?<br />
WWRITE<br />
BE ELOW: Cooin<br />
a speciial<br />
phrasee<br />
or two foor<br />
a key asspect<br />
of yyour<br />
markett<br />
and write e them doown.<br />
Think<br />
of someething<br />
that<br />
could bee<br />
your<br />
trademmark<br />
– som mething thhat<br />
peoplee<br />
would alwways<br />
assoociate<br />
withh<br />
you and<br />
your unnique<br />
appr roach to yyour<br />
markket.<br />
Ideentify<br />
Your Signaature<br />
CCommunicattion<br />
Chaannel<br />
Purpose<br />
Communications<br />
Channel<br />
Proccess<br />
Whenevver<br />
you heear<br />
sommeone<br />
say that beinng<br />
a<br />
Mavven<br />
isn’t foor<br />
“ordinaary<br />
businesses,”<br />
tell them<br />
aboout<br />
Gary VVaynerchuk.<br />
<strong>The</strong> communication<br />
chhannels<br />
thatt<br />
the markeetplace<br />
growws<br />
accustomeed<br />
to when rreceiving<br />
infformation<br />
frrom<br />
you.<br />
60
<strong>Matrix</strong>x<br />
Step #9:<br />
Cre eate a Velveet<br />
Ropee<br />
Commmunityy<br />
“<strong>The</strong> deepest d hhuman<br />
neeed<br />
is thee<br />
need too<br />
be apprreciated.”<br />
”<br />
TTo<br />
be a Ma aven is to the servaant-leader<br />
of a commmunity.<br />
TThat<br />
is thee<br />
discoveery<br />
that lie es behind the sociall<br />
media reevolution<br />
rrepresenteed<br />
by<br />
YouTubbe,<br />
MySpa ace and Ammazon.comm<br />
revieweers<br />
and list-makers.<br />
.<br />
Inn<br />
a world of supersaturated<br />
ccorporate<br />
advertisinng<br />
that noo<br />
one trusts,<br />
consummers<br />
turn to t social mmedia<br />
netwworks<br />
– too<br />
new peeer<br />
communities<br />
– foor<br />
advice.<br />
M<strong>Maven</strong>s<br />
de eliberately create these<br />
commmunities<br />
byy<br />
providinng<br />
their<br />
custommers<br />
and prospects p wwith<br />
valuee-laden<br />
infformation,<br />
opinionss<br />
and advice.<br />
RRather<br />
than<br />
wastingg<br />
precious resourcess<br />
on masss<br />
advertising<br />
that<br />
custommers<br />
delibe erately avooid<br />
at all ccosts,<br />
savvvy<br />
<strong>Maven</strong>ns<br />
use sophisticatedd<br />
strategies<br />
to eng gage consuumers<br />
in aactive<br />
connversationns<br />
about a given<br />
markettplace.<br />
CConvention<br />
nal adverttising<br />
is noothing<br />
moore<br />
than a monologuue<br />
– and<br />
frequenntly<br />
a rude e and rathher<br />
loud one<br />
at thatt.<br />
<strong>Maven</strong> marketingg,<br />
in contrrast,<br />
is a diaalogue.<br />
By serving<br />
their maarkets,<br />
byy<br />
putting tthe<br />
needs of their customers<br />
above ttheir<br />
own profit, Maavens<br />
demmonstrate<br />
to the maarketplacee<br />
that theyy<br />
can andd<br />
should be b treatedd<br />
like VIPs – that is, , that theyy<br />
should gget<br />
what wwe<br />
call thee<br />
“velvet rope”<br />
treattment.<br />
M<strong>Maven</strong>s<br />
have<br />
the unnique<br />
abilitty<br />
to treatt<br />
people liike<br />
relevannt,<br />
importtant<br />
people, , not mere e consumeers.<br />
AAnd<br />
that is s the psychology<br />
beehind<br />
the vvelvet<br />
roppe.<br />
Anyonne<br />
who has<br />
ever goone<br />
clubbing<br />
knows,<br />
or can immagine,<br />
wwhat<br />
it’s likke<br />
to receeive<br />
VIP<br />
treatmeent.<br />
Othe er people sstand<br />
in line<br />
for houurs,<br />
hopinng<br />
to be alllowed<br />
intoo<br />
the clubb<br />
and allowed<br />
to paay<br />
the largge<br />
cover ccharge.<br />
BBut<br />
imagin ne if you could<br />
just step up too<br />
the velveet<br />
rope, bbe<br />
instantly<br />
recogniized<br />
as a celebrity c oor<br />
VIP,<br />
and whhisked<br />
pas st the liness<br />
of<br />
ordinarry<br />
people into the elite<br />
inner<br />
sanctumm<br />
of the club. c You’ ’d feel<br />
like a mmillion<br />
buc cks, right? ?<br />
TThat<br />
is wha at it shoulld<br />
feel<br />
like to be a custo omer of a <strong>Maven</strong>.<br />
<strong>Maven</strong>ss<br />
treat the eir custommers<br />
like<br />
— —William Jaames<br />
62
VIPs – and constantly invite them to higher and higher levels of service,<br />
special treatment and quality.<br />
An example of this principle is Brian . Brian owned a tiny health<br />
company selling an arthritis product called ICY-HOT. When Jay first started<br />
working with Brian, their sales were tiny – a mere $20,000 in sales revenues<br />
from that product.<br />
But by repositioning Brian as the champion and <strong>Maven</strong> of the arthritisinflicted<br />
masses, Jay helped Brian create a trusting, caring relationship with<br />
his customers that attracted over 500,000 people to buy from him.<br />
<strong>The</strong> <strong>Maven</strong> strategy Jay implemented was based on building<br />
unbreakable customer loyalty. It worked because 80% of first-time ICY-<br />
HOT buyers repurchased twelve times or more a year.<br />
<strong>The</strong> result: Brian went from $20,000 in sales to $13 million in a single<br />
year. He then sold his company for eight – that’s right, EIGHT! – figures to<br />
a large pharmaceutical conglomerate.<br />
Jay used little-known techniques of <strong>Maven</strong> branding to create a<br />
business persona for Brian.<br />
<strong>The</strong> truth is, Brian was actually a very fit 40-year-old man.<br />
But when he created advertorial ads for Brian, Jay used a stock photo<br />
of a 70-year-old, somewhat cherub-like fellow so readers could identify with<br />
someone having sensitivity and understanding for arthritis sufferers.<br />
<strong>The</strong> ads and letters had headlines that read, “I want you to have<br />
blessed relief.” It painted a picture of a <strong>Maven</strong> who had studied all the<br />
treatments – without saying so, presumably for his own relief -- and found<br />
one that was as old as could be.<br />
Brian created so much empathic connection with people that<br />
customers actually wrote fan letters and loving, appreciative letters. Brian<br />
became, not a salesman of a health product, but a champion of arthritis<br />
sufferers worldwide -- their hero. His customers were not merely<br />
customers. <strong>The</strong>y became lifelong, loyal friends.<br />
Become the empathic, heartfelt advocate of a long-suffering market<br />
and you can write your own ticket.<br />
Your sales will explode – and you will develop an enormous following<br />
of customers who will remain loyal for life.<br />
YOUR MAVEN ASSIGNMENT: Imagine your ideal customer. Picture<br />
him or her in your mind. Someone who raves about your products or<br />
services. Someone who repurchases from you over and over again.<br />
63
NNow,<br />
think k about whhat<br />
you woould<br />
do foor<br />
such a ccustomer,<br />
how you<br />
would ttreat<br />
him or her? Iff<br />
you<br />
knew yyour<br />
dream m customeer<br />
would mmake<br />
you X amount<br />
of<br />
money each year r, how muuch<br />
of that money would<br />
you bbe<br />
willing to spend to t keep hiim<br />
or her hhappy?<br />
Inn<br />
Jay’s consulting<br />
work, hhe<br />
speaks frequentlly<br />
about tthe<br />
Lifetim me Value oof<br />
a<br />
custommer.<br />
Once you knoww<br />
what a customer r is worth to<br />
you (ovver<br />
the lon ng term),<br />
you knoow<br />
how much m you ccan<br />
spend oor<br />
“invest”<br />
to acquirre<br />
him or her – and d how mucch<br />
to spennd<br />
to keep p them<br />
deliriouusly<br />
happy y.<br />
I have VIP private cooaching<br />
programms<br />
as my Velvet Roope.<br />
Jay hhas<br />
elite sseminars<br />
rreserved<br />
sstrictly<br />
forr<br />
top<br />
CEOs aand<br />
busine ess leaderss.<br />
Richardd<br />
Bransonn<br />
has a VIPP<br />
Flying CClub<br />
for<br />
frequennt<br />
flyers.<br />
WWRITE<br />
BE ELOW: NNow,<br />
pictuure<br />
your ideal VIPP<br />
servicee<br />
– your<br />
“velveet<br />
rope” treatmen<br />
t t – that yyou<br />
woulld<br />
offer yo your best clients.<br />
Brainsstorm<br />
spe ecial giftss,<br />
bonusees,<br />
perks, , free offfers,<br />
and other<br />
premiuum<br />
servic ces you wwould<br />
givve/offer<br />
tthem.<br />
WWrite<br />
dowwn<br />
a few<br />
exampples<br />
below w.<br />
Ideentify<br />
y <strong>The</strong><br />
Purpose<br />
Velvet RRope<br />
Elemeents<br />
OOf<br />
Your<br />
Veelvet<br />
Roope<br />
Proccess<br />
<strong>The</strong> elements<br />
that maake<br />
your clieents,<br />
prospeects,<br />
and staaff<br />
feel<br />
special, beetter<br />
than ouutsiders,<br />
part<br />
of a special<br />
group.<br />
64
NNew<br />
research<br />
reveals<br />
that the<br />
best inddicator<br />
of<br />
future ssales<br />
growwth<br />
is the<br />
number of “client-evangelissts”<br />
a bbusiness<br />
has<br />
– that is, the moore<br />
people who recommend<br />
yoour<br />
products<br />
or serrvices,<br />
thee<br />
more likeely<br />
your sales<br />
will groow.<br />
WWith<br />
almos st<br />
everythhing<br />
becom ming moree<br />
advancced<br />
and co omplex,<br />
most peeople<br />
assu ume it<br />
simply takes too long to<br />
make the<br />
right decision d all<br />
by themmselves.<br />
TThat’s<br />
why y prospectts<br />
put all their trust t in peoplee<br />
willing to help th hem solve<br />
their prroblems.<br />
M<strong>Matrix</strong>x<br />
Step # #10:<br />
Creatte<br />
Clieent-Evaangelists<br />
Coonsumers<br />
today make<br />
most off<br />
their impportant<br />
decisionns<br />
by seekking<br />
the<br />
advice of an expert<br />
or a<br />
trustedd<br />
friend.<br />
WWord<br />
of mouth<br />
is<br />
growingg<br />
in imporrtance.<br />
When ppeople<br />
tunne<br />
out<br />
convenntional<br />
marketing,<br />
they<br />
turn to social nettworks<br />
forr<br />
purchasing<br />
advicce.<br />
M<strong>Maven</strong>s<br />
tak ke<br />
advantaage<br />
of this s reality<br />
and levverage<br />
it fo or<br />
enormoous<br />
succes ss.<br />
BBy<br />
raising the bar off<br />
quality, , service or o care farr<br />
above what<br />
anyonne<br />
can legitimately<br />
expect, thhey<br />
create a natural “wow” facctor<br />
that ittself<br />
buildds<br />
buzz.<br />
YYOUR<br />
MAVEN<br />
ASSSIGNMENT:<br />
Think of ways yyou<br />
can heelp,<br />
not<br />
merely your curr rent clientts<br />
or prosppects,<br />
but t their cliennts<br />
or proospects,<br />
thheir<br />
friends, , relatives s, anyone they come<br />
into conntact<br />
with. .<br />
66
Think up promotions, giveaways, free reports, and advice hotlines –<br />
anything that your clients can use to help the people they know. Think<br />
virally: How can you turn your happy clients into evangelists for your<br />
products and services, for your cause, for your Vision?<br />
My affiliates, coaching clients and seminar attendees are my clientevangelists.<br />
<strong>The</strong>y willingly send out emails and notices to their clients,<br />
telling them about my services. People do the same with Gary Vaynerchuk:<br />
His clients frequently send his emails (with links to his latest video) to family<br />
and friends. Mike Filsaime is so good at what he does, viral marketing, that<br />
his clients use his viral marketing techniques to spread the word about his<br />
viral marketing techniques!<br />
WRITE BELOW: Write down a few ideas of how you can motivate and<br />
incentivize your clients to spread the good word about how unique, special<br />
and beneficial your business is. Write them down below.<br />
List How You Will Create Client-<br />
Evangelists<br />
Purpose Process<br />
Client<br />
Evangelists<br />
Techniques to motivate your clients to spread the good news of<br />
your superior service.<br />
67
<strong>Matrix</strong>x<br />
Step #11:<br />
Acce eleratee<br />
the Processs<br />
with Mentoors<br />
MMany<br />
peop ple have sttumbled<br />
uupon<br />
the ssecret<br />
of “ “mavenshiip”<br />
througgh<br />
trial and<br />
error.<br />
BBut<br />
by com mpleting thhe<br />
<strong>Maven</strong> <strong>Matrix</strong>, yo ou alreadyy<br />
have ann<br />
enormou us<br />
advantaage<br />
over most m<br />
businessses.<br />
You now havee<br />
a bluepprint<br />
that can c guide<br />
you goiing<br />
forwar rd.<br />
WWith<br />
this <strong>Maven</strong> M<br />
<strong>Matrix</strong> yyou’ve<br />
cre eated, youu<br />
could spend<br />
the next<br />
several years<br />
experimmenting<br />
an nd trying to<br />
apply the<br />
princip ples and<br />
steps WWe’ve<br />
desc cribed in<br />
this repport.<br />
BBut<br />
fortun nately, thhere<br />
is an eeasier,<br />
fas ster, resuult-certain<br />
way.<br />
TThat<br />
is to use u trusteed<br />
mentorss<br />
and advvisors,<br />
whoo<br />
have alrready<br />
creaated<br />
hundreds<br />
of Mav vens, to heelp<br />
you immplement<br />
each of thhese<br />
stepss<br />
in an almmost<br />
effortleess<br />
way.<br />
TThat<br />
is wha at Tony Robbins<br />
didd.<br />
He hireed<br />
Jay to tteach<br />
him the<br />
principlles<br />
of leve eraging ”guru-status”<br />
– to show<br />
him hoow<br />
to mulltiply<br />
his<br />
businesss<br />
success s.<br />
FFirst<br />
Tony sold one mmillion<br />
people<br />
his beginning<br />
ccourse,<br />
Peersonal<br />
Power, for $199 each. That’s<br />
$199 million in sales righht<br />
off the bat.<br />
BBut<br />
Tony didn’t d stopp<br />
there. WWith<br />
Jay’s guidance, , he then created soold<br />
ten thoousand<br />
peo ople a $100,000<br />
per person mmastery<br />
prrogram.<br />
TThat<br />
workss<br />
out to aanother<br />
$ 100 millioon<br />
in saless.<br />
NNext,<br />
Tony y created aan<br />
ultra-eexclusive,<br />
elite memmbership<br />
ggroup<br />
limitted<br />
to 100 members total – reemember<br />
the Velvett<br />
Rope? - each payying<br />
$65,0000<br />
a year to belong.<br />
BBy<br />
this tim me, Tony hhad<br />
so much<br />
staturee,<br />
pre-eminence<br />
and<br />
respect, ,<br />
people were stan nding in linne<br />
to “giftt”<br />
Tony larrge<br />
interests<br />
in majjor<br />
busineess<br />
projects,<br />
just to get Tony involved.<br />
YYou<br />
see, when w you hhave<br />
trustted<br />
mentoors<br />
helpingg<br />
you, beccoming<br />
a<br />
<strong>Maven</strong> is really almost a effoortless.<br />
68
That’s because experienced mentors draw upon your own deepest<br />
inspirations... your greatest personal strengths... the tasks you instinctively<br />
enjoy doing... to help you achieve <strong>Maven</strong> status quickly.<br />
That’s why most <strong>Maven</strong>s agree that the process of becoming a <strong>Maven</strong><br />
feels like... removing the parking brake on a new Porsche.<br />
Once you remove the obstacles, self-defeating behaviors and subtle<br />
acts of self-sabotage that the typical small business person routinely afflicts<br />
upon his or her own marketing efforts, then business becomes a joy – more<br />
like play than work. It also starts multiplying geometrically.<br />
In fact, the more fun you’re having as a <strong>Maven</strong>, the quicker your<br />
success comes – and the bigger your financial rewards.<br />
YOUR MAVEN ASSIGNMENT: This last assignment may be the most<br />
fun of all. Whatever field or industry you may be in, there are undoubtedly<br />
celebrities – big name companies or professionals. Now, imagine you can<br />
approach these celebrities and partner with them to promote products or<br />
services in your niche. Think of the status you would instantly achieve if you<br />
could be aligned with them—whether for advise, direction, fast-tracking your<br />
results—or endorsement!<br />
Now, assuming these celebrities have agreed to align themselves with<br />
your business, what would you have to do to create a project they would<br />
participate in with you? What resources would you need to make it happen?<br />
<strong>The</strong> most successful people all had mentors. I had Jay Abraham as my<br />
mentor. Bob Dylan was mentored by Woody Guthrie. Richard Branson had<br />
Freddie Laker (founder of Laker Airlines) as his mentor. Amazon founder<br />
Jeff Bezos had David Shaw as his mentor. Warren Buffett was mentored by<br />
economist Benjamin Graham (author of the investment classic, Security<br />
Analysis).<br />
WRITE: Imagine you had access to an ideal “brain trust” of mentors<br />
who could help you achieve maven status. Who would they be? Jot down<br />
their names in <strong>The</strong> <strong>Maven</strong> <strong>Matrix</strong> at the beginning of this report.<br />
Identify Your Most Desirable Mentors<br />
And How You’ll Contact <strong>The</strong>m<br />
Purpose Process<br />
Mentors and<br />
advisors<br />
<strong>The</strong> guides who understand how to anchor you in the minds of<br />
your prospects as the preeminent authority and trusted advisor in<br />
your niche.<br />
69
Chapter 12<br />
<strong>The</strong> Next Step:<br />
How to Leverage Your <strong>Maven</strong> <strong>Matrix</strong><br />
Into Explosive Profit Growth<br />
BEFORE August, 2008<br />
By Rich Schefren<br />
Founder & President, Strategic Profits<br />
In Jay’s Foreword to this e-book, he told you the true story of how an ordinary postal<br />
worker became the #1 <strong>Maven</strong> in his industry – with annual sales of $500 million.<br />
He told you my story, too: How, just two short years ago, I was completely unknown in<br />
an industry in which I now enjoy supreme <strong>Maven</strong> status – and that <strong>Maven</strong>ship also<br />
causes millions of dollars to flow to me each and every year.<br />
(Modesty prevented Jay from saying that he has helped more than 10,000 businesses<br />
in 400 industries use these same proven secrets to multiply their sales, productivity and<br />
profits-exceeding $7 Billion – and that I’ve personally used these principles to help<br />
another 2,000 business leaders who harness their power to generate more than $500<br />
million in sales every year.)<br />
And most importantly, Jay showed you how no moneymaking tool – no matter how well<br />
proven or powerful – can help you unless and until you put it to work.<br />
In my Introduction, I showed you why you struggle to get ahead … that it’s not your<br />
fault; you’re doing almost everything right. You’ve just been taught a few things that are<br />
very, very wrong. (But the good news is that everyone else you compete against has<br />
been taught these, too!)<br />
You’ve been taught that drawing attention to yourself – standing out from the crowd is<br />
somehow wrong. And that the best way to build a thriving company is to emulate what<br />
your largest competitors do.<br />
I showed you how following that advice forces you into conformity and mediocrity and<br />
makes you invisible to your best prospects: Indistinguishable from everyone else in<br />
your market.<br />
And I demonstrated how becoming a <strong>Maven</strong> …<br />
� Abandoning your competitors’ failing high-hype marketing tactics …<br />
�Purposefully drawing proper, strategic attention to yourself …<br />
�Establishing yourself as the supreme authority in your market, and …<br />
�Showering prospects and clients with free content that brings enormous value<br />
to their lives before you allow them to ever purchase from you …<br />
Opens the floodgates of growth and profits for you.<br />
Specifically, I showed you how …<br />
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�<strong>The</strong> search engines will automatically send you massive new traffic without<br />
requiring you to spend huge amounts of time and money on search engine<br />
optimization -- for free …<br />
�Prospects and clients will send thousands of their friends to you – also for free<br />
…<br />
�Because you’ve created a bond of trust with prospects and clients, even lukewarm<br />
sales copy will suddenly begin producing stellar sales results for you …<br />
�Your credibility as a <strong>Maven</strong> brings you money even when you have not product<br />
to sell. When you promote other people’s products to your file, your sales and<br />
affiliate commissions will skyrocket …<br />
�Joint venture partners and affiliates will eagerly seek you out and<br />
enthusiastically promote your products to their prospects and clients, and …<br />
�Massively profitable new opportunities will present themselves to you,<br />
enhancing your status as a <strong>Maven</strong> in your industry and opening huge new<br />
streams of income for you.<br />
And in the eleven chapters on the <strong>Maven</strong> <strong>Matrix</strong> itself, you’ve begun to personally<br />
experience its power to transform you and your business.<br />
You’ve tasted its power to help you begin making the transformation from – as Jay so<br />
eloquently put it – an industry-following caterpillar to a market-leading butterfly.<br />
Hopefully, you’ve learned that YOU CAN, INDEED, DO THIS.<br />
You’ve caught a glimpse of the changes that need to be made – changes in how you<br />
think about your business and yourself … changes in your marketing strategy … and<br />
changes in how you communicate with prospects and clients … to elevate yourself to<br />
<strong>Maven</strong>ship status.<br />
And unless I miss my guess, your brain is bubbling with ideas, questions and visions of<br />
your impending success and stratospheric new growth “trajectory”..<br />
So congratulations, my friend – you’ve taken a giant step towards the success that has<br />
so far eluded you.<br />
And it’s what happens next that really matters. <strong>The</strong>re’s work to be done -- and Jay and I<br />
are ready, willing and eager to help you do it.<br />
But we can’t do give you what you need to complete this transformation in an e-book<br />
(Lord knows, we’ve both tried to give generously in all we’ve shared here, today) and<br />
we sure can’t do it long-distance.<br />
Jay and I need to meet you face to face.<br />
Get to know you and your business idea or company.<br />
And personally help you craft a fail-safe strategy that will establish you as<br />
the #1 <strong>Maven</strong> in your market quickly, effectively and efficiently.<br />
We need to work side-by-side with you as you create your personal <strong>Maven</strong>ship strategy<br />
under our watchful eyes and our “tough-love” directions.<br />
Together we will create, craft, and devise for your entire action plan to take you to the<br />
top of your market.<br />
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We’re willing and offering to help design a business for you like no other. You’ll attract<br />
more clients who spend more money, more often – with a higher margin of profit than<br />
you ever thought possible.<br />
It’s an opportunity without precedent—and a proposition without a dime’s worth of risk to<br />
you<br />
And it all begins this very minute …<br />
<strong>The</strong>se six power-packed steps will guarantee you<br />
supreme <strong>Maven</strong> Status in six months OR LESS …<br />
I won’t mince words here: <strong>The</strong> advent of our <strong>Maven</strong> <strong>Matrix</strong> marks a watershed moment<br />
in my company’s history.<br />
Until now, I’ve pretty much been applying these principles in my clients’ companies<br />
instinctively. And when Jay and I taught these techniques to students, we taught them<br />
piecemeal.<br />
Now, for the first time ever, <strong>The</strong> <strong>Maven</strong> <strong>Matrix</strong> has given us the starting point for a welloiled,<br />
integrated structure – a step-by-step, do-this-then-do-that approach -- that lets<br />
Jay and me take you from where you are right now (in your business progress/success)<br />
to the position of supreme <strong>Maven</strong> in your market in six months—and all the prosperity<br />
that goes along with it..<br />
But it won’t take you six months to begin reaping the benefits of <strong>Maven</strong>ship. Not by a<br />
long shot: You’ll begin seeing the results – in increased traffic to your website … in<br />
higher response and conversion rates … in greater sales revenues and profits … almost<br />
immediately.<br />
And then, month after month, those results will continue improving and multiplying--until<br />
you achieve the dominant position in your marketplace – and are enjoying all the<br />
respect, the perks and the money that go along with being its supreme <strong>Maven</strong>.<br />
To create this methodical, comprehensive program – Jay and I call it our MAVEN<br />
INTENSIVE TRAINING PROGRAM– we’ve spent weeks laying out your roadmap to<br />
<strong>Maven</strong>ship. And frankly, we both believe we’ve outdone ourselves.<br />
In fact, the depth of detail … the enormous weight of the ideas and tools we’ve created,<br />
refined and prepared for you … demands no less than a six-month commitment to give<br />
you the full-blown payoff you deserve..<br />
Put simply …<br />
YOUR SUCCESS will be our primary focus<br />
for the next TWENTY-SIX WEEKS!<br />
Our <strong>Maven</strong> Intensive Makeover Training program is really a hybrid between personal<br />
face-to-face mentoring, private consulting, and a “hands-on” transformation of your<br />
identity and character persona in your marketplace and your business.<br />
If you qualify to be one of 100 to work with us personally (you’ll have to hurry – 72 slots<br />
are already taken!), you’re going to get more than $250,000 in our personal time, direct<br />
access to Jay and me and all the help you need to explode through your personal<br />
obstacles to maven-based success.<br />
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In a moment, I’ll give you the details on everything you’ll receive as a member of our<br />
<strong>Maven</strong> Intensive Training Program – for now, here’s just a taste …<br />
�Our Expanded <strong>Maven</strong> Diagnostic to help you identify your strengths, your<br />
goals, where your greatest opportunities lie and the character traits you need to<br />
develop to achieve dominant <strong>Maven</strong> status in your market—before we ever meet<br />
with you…<br />
� Two preparatory video training programs (rich what are they or do they<br />
do?) that give you an lightning-fast start gaining an enormous advantage over<br />
your competitors and much more …<br />
�Two, live fast-start teleconference calls with Jay and me—again, before<br />
we even get together, in person – each one carefully crafted to help you get<br />
out of the starting gate in record time and to begin enjoying all the advantages of<br />
<strong>Maven</strong>ship faster …<br />
� Three days of LIVE, FACE-TO-FACE Instruction, guidance, direction and<br />
COACHING with Jay and me – during which we’ll personally focus on you, your<br />
entrepreneurial idea or your business and help you program yourself for massive<br />
success in 2008 and beyond It’s both a maven makeover and a strategy<br />
restructuring-combined in one process…<br />
� Six intense months of personal mentoring with BOTH Jay and Me– with not<br />
one, but two nitty-gritty, roll-up-our-sleeves and go –to-work sessions each<br />
month – each one designed to accelerate your individual momentum on the path<br />
to domination over your market …<br />
� Plus 25 proprietary training components, priceless/proprietary multimedia<br />
resources and “power tools” you can work through at your own<br />
convenience over the next 26 weeks … each one painstakingly designed to<br />
simplify the entire process and add thousands of new profit dollars to your bottom<br />
line.<br />
�And MORE!<br />
THE BOTTOM LINE: If you are fortunate enough – and fast enough to get on board<br />
before the 28 remaining slots in our <strong>Maven</strong> Intensive Training Program are sold out –<br />
Jay and I will move mountains; do everything in our power to make sure you DO NOT<br />
FAIL!<br />
This is no one-size-fits-all program. Jay and I have built it so that it is personally tailored<br />
to YOU: To leverage your strengths. To shore up your weaknesses. To fit your market<br />
hand-in-glove. And to help you quickly and easily overcome the unique obstacles you<br />
face on your path to supreme <strong>Maven</strong>ship.<br />
Frankly, it’s the ONLY WAY for us to personally establish you as the pre-eminent<br />
<strong>Maven</strong> in your market and to guarantee you all the perks and profits <strong>Maven</strong>ship offers.<br />
To reserve your place before these final 28 slots vanish, just click this link or<br />
copy and paste it into your browser: http://www.strategicprofits.com/<strong>Maven</strong><br />
(If you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
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Here’s more on why you can NOT afford to allow this unique and uniquely powerful<br />
opportunity slip through your fingers: <strong>The</strong> six essential steps to becoming the supreme<br />
<strong>Maven</strong> in your market that Jay and I will coach you through during our <strong>Maven</strong> Intensive<br />
Training Program …<br />
STEP #1<br />
Complete your Expanded <strong>Maven</strong> Diagnostic<br />
We created this powerful tool precisely as a way to expand upon the progress you’ve<br />
already made by completing <strong>The</strong> <strong>Maven</strong> <strong>Matrix</strong> in this report.<br />
It’s a hidden-asset CAT scan of sorts, that allows us to quickly and accurately identify<br />
your personal leverage points and, based on what we discover, to help you design a<br />
<strong>Maven</strong> persona that will shoot you to the very top of your market niche.<br />
Very quickly, it gets you clear on...<br />
... Where your real skills are<br />
... What you truly want<br />
... Why you want what you want<br />
... Where the biggest opportunities for you personally lie<br />
... Which market niches you can mine the fastest<br />
... <strong>The</strong> character traits you should cultivate<br />
... <strong>The</strong> personality levers to focus on<br />
... Your distinctive advantages<br />
... Your primary communication tools, and<br />
... <strong>The</strong> type of credentializing vehicles you must acquire and use.<br />
We use this tool twice: First before your personal, live training and then at the end.<br />
We will use the data we gain from this tool to design your MAVEN MATRIX Action<br />
Plan and the concrete strategies we engineer for you.<br />
To begin now, just click this link or copy and past it into your browser:<br />
http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
Step #2:<br />
Preparatory DVD Training Programs<br />
<strong>The</strong>se two introductory, preparatory programs will introduce you to a scientifically-tested<br />
and proven system that accurately defines your personal and business strengths<br />
beyond a shadow of a doubt.<br />
When you’ve completed this second preparatory program, you’ll know...<br />
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� How to gain a business advantage your competitors can’t duplicate.<br />
� How to focus on your talents, your inborn natural abilities.<br />
Doing either one of these things can help you do better at business. Master both, and<br />
you’ll soon find yourself in a completely transformed business -- one that is far more<br />
profitable and requires far less of your direct involvement.<br />
You’ll also get...<br />
� Access to a proven, scientific strengths assessment (you’ll find out<br />
exactly what your strengths really are.)<br />
� A complete, personalized audio/visual report detailing your profile<br />
(you’ll understand exactly what your profile means and exactly how to<br />
leverage your strengths to multiply your profits – without breaking a<br />
sweat!)<br />
� A step-by-step system that shows you how to play to your strengths<br />
(so you’ll NEVER play to your weaknesses again.)<br />
� A proven method for building a moat around your positioning, your<br />
posture, your <strong>Maven</strong> status and your business because the competitive<br />
advantage you highlight will be the one skill that comes naturally to you –<br />
so you’ll always have the advantage.<br />
To claim these DVDs, just click this link or copy and paste it into your browser:<br />
http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
Step #3:<br />
Two Preparatory Positioning and Mindset Calls<br />
With Jay and Me<br />
To make sure nothing stands in your way before we work one-on-one together, we want<br />
to meet you on the telephone -- on two preparatory conference calls.<br />
<strong>The</strong> purpose of the first call is to give you some <strong>Maven</strong> strategy direction, provide some<br />
question and answer time and help you complete the diagnostic assessments<br />
accurately and completely.<br />
<strong>The</strong> second call is all about your <strong>Maven</strong> Mindset. More specifically, we want to make<br />
sure we’ve shifted your mindset regarding what’s possible for you. This way you’ll be<br />
prepared for the event at the highest level possible.<br />
So, on this call, we are going to restructure your Mindset so you can take any business,<br />
any situation (good or bad), any opportunity, any deal, any challenge, or any<br />
circumstance, and increase its performance significantly by incorporating it into your<br />
persona.<br />
We call it the <strong>Maven</strong> Mindset – and it will assist you immediately. We will introduce it<br />
early in the call and then it will subtly pervade each concept we share on the call so by<br />
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the time we are through, seeing yourself as a “<strong>Maven</strong>-in-Training” will be your brain’s<br />
natural default position.<br />
We need you to raise your expectations for yourself, your business and most<br />
importantly your income, because both of us know your money-making, wealth-creating<br />
capabilities are so much greater than you allow yourself to achieve. We know that you<br />
probably don’t realize how much higher “high” really is!<br />
Because whether you know it or know, you are unintentionally limiting, restricting,<br />
impeding the amount of money you make, the amount of success you achieve, the<br />
amount of clients you generate, the size of the sales they do with you, the amount of<br />
ways they could keep coming back and re-enriching you -- not because you don’t want<br />
to, but because you haven’t yet achieved <strong>Maven</strong> status in your market niche.<br />
We will help you substitute limiting thinking and low yielding activities with the highest<br />
performing possibility-based thinking and actions.<br />
That is the way you become unstoppable in your <strong>Maven</strong> money-making skills.<br />
To make sure you DO NOT miss these calls, just click this link or copy and paste it into<br />
your browser: http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
Step 4:<br />
Our LIVE <strong>Maven</strong> Intensive Training Program in Orlando<br />
on February 27, 28 and 29<br />
We’ve created a three-day, hands-on, personalized training intensive unlike any other<br />
experience, encounter, or event you’ve ever been a part of or have even heard about.<br />
<strong>The</strong> live MAVEN INTENSIVE TRAINING PROGRAM is NOT a series of dull lectures.<br />
Rather, it’s a vibrant, electrifying live, customized event in which we create a unique<br />
program that is 100% based on YOUR Real-Life Case Study.<br />
<strong>The</strong> entire program goes through 12 progressive stages we’ll put you through…<br />
including the four-hour creation of your individualized strategic MAVEN MARKETING<br />
PLAN.<br />
Our 3-day MAVEN INTENSIVE TRAINING PROGRAM will allow Jay and me to...<br />
� Get to know you personally, your strengths, weaknesses, hidden<br />
opportunities, untapped assets and market opportunities gaps on day one.<br />
� Teach you clearly all of the 25 different character roles you can play in/for<br />
your market…and help you decide which one (or combinations) provide the most<br />
impactful, sustainable and profitable advantages to you personally, your<br />
marketing activities and your business.<br />
� Thoroughly show you how to build your newly developed or newly<br />
expanded “character position” through the best Building Block strategy and<br />
implementation tactics you’ll develop.<br />
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� Walk you through a veritable smorgasbord of marketing options and<br />
opportunities you can employ to “drive” your maven status to stratospheric<br />
heights, in YOUR particular market. This will include teaching you all the best<br />
mechanisms, impact vehicles, communication approaches, language patterns,<br />
copy positioning, promotional activities, and so on.<br />
� Spend HOURS answering all your questions, addressing every issue,<br />
challenge or unique opportunities we pose.<br />
� Work with you to create your own, customized <strong>Maven</strong> <strong>Marketing</strong> and<br />
Repositioning Action Plan. Under both my and Jay’s watchful eyes, you’ll spend<br />
four hours (carefully developing, refining, perfecting and integrating) your various<br />
maven marketing action plans)…Throughout the process, Jay and I will be there<br />
to guide, direct, advise, clarify and nurture you along.<br />
� Present your plans to the group for feedback, collaborative critiques,<br />
improvements and expansion – and picking the best plans and the ones needing<br />
help -- and presenting them on stage for demonstrations, illustration course<br />
correction, refocusing, and so on.<br />
� Send you off with the finest, most well thought-out, expert guidance and<br />
no-nonsense <strong>Maven</strong> <strong>Marketing</strong> Action Plan to implement -- complete with TIME<br />
LINES, a checklist of Action Steps, specific Monitoring procedures, benchmarks<br />
to hit, and more.<br />
To reserve your place at this all-important face-to-face intensive with Jay and me, just<br />
click this link or copy and paste it into your browser:<br />
http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
Step #5:<br />
Six intense months of Personal Mentoring<br />
AFTER our live Orlando event<br />
<strong>The</strong> best part is that your <strong>Maven</strong> Training doesn’t end with the live event.<br />
Instead, once you complete the initial phase of your training... once you have a detailed,<br />
individualized, customized personal MAVEN MARKETING PLAN in hand... the<br />
mentoring process begins in earnest.<br />
Jay and I will both be here for you over the next six months, not once but twice a month<br />
to mentor you and help you achieve the greatest level of preeminence, dominance, and<br />
market stature humanely possible.<br />
Being personally mentored under both of our watchful eyes is probably the most resultcertain<br />
strategic action you could possibly choose – and it is reserved SOLELY for<br />
those who participate in the Pilot Program.<br />
78
Future presentations of the MAVEN INTENSIVE TRAINING PROGRAM will NOT<br />
include the mentoring program by both of us, Jay Abraham and Rich Schefren, or even<br />
one of us.<br />
When you consider that Jay charges a minimum of $5,000 per hour for his personal<br />
consulting work... and that I charge a minimum of $3,500 per hour for my personal<br />
coaching... AND that neither Jay nor I accept personal clients anymore... you can see<br />
immediately that the MAVEN INTENSIVE TRAINING PROGRAM is a once-in-a-lifetime<br />
opportunity to grow your business beyond your wildest imagination.<br />
<strong>The</strong> powerful mentoring approach we use is decisively different from anything else you<br />
ever experienced.<br />
We break each month’s mentoring sessions in two distinct focuses.<br />
<strong>The</strong> first is a detailed assessment of your progress along with specific, detailed<br />
recommendations to further crystallize your personal branding as a market <strong>Maven</strong>.<br />
<strong>The</strong> second step includes monthly interviews with legendary <strong>Maven</strong>s to learn about the<br />
steps they took, and continue to take, to achieve and maintain their status as the<br />
dominant authorities in their market niche.<br />
To be on-hand for this six-month mentoring program, just click this link or copy and<br />
paste it into your browser: http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
Step #6:<br />
Grounding Modules, Core Curriculum Modules<br />
and Lifetime Reference Library<br />
As a critical part of your <strong>Maven</strong> training, you’ll also receive a series of detailed,<br />
multimedia tools, mentoring modules and courses.<br />
<strong>The</strong>y are vital grounding and expansion elements to the transformation you’ll be<br />
experiencing.<br />
This is a massive resource that you’ll return to over and over again as you use the rest<br />
of our coaching to lift yourself head and shoulders above your competition.<br />
Among the 25 proprietary training components are:<br />
Rich’s Complete Blueprint/Swipe File Of Every <strong>Marketing</strong> Piece<br />
Responsible For Taking Strategic Profits from zero to over $7 million in less<br />
than 12 months.<br />
<strong>The</strong> legendary GOAL Program that reveals the secrets to setting and<br />
achieving extraordinary goals and the techniques that guarantee you always<br />
achieve the dreams you set for myself<br />
Jay’s exhaustive course on the secrets of Joint Ventures,<br />
“Mediocrity to Millions”<br />
Jay’s new profit manual, “Your Secret Wealth”<br />
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<strong>The</strong> DVD and transcripts in which Jay reveals the “strategy of<br />
preeminence,” the philosophical groundwork for THE MAVEN MATRIX and the<br />
techniques <strong>Maven</strong>s use so that they are seen as the only logical source<br />
prospects can turn to, trust, and depend upon.<br />
Rich’s <strong>Maven</strong> Creation DVD Series that reveals methods for erasing<br />
information overload, research secrets that produce his reports, mindmapping<br />
strategies to organize everything you ever learn so you can easily access any<br />
nugget of knowledge you have to wow your market, his productivity secrets, and<br />
much, much more<br />
<strong>The</strong> Creativity Switch, the creative thinking course that’ll walk you<br />
through the processes responsible for million-dollar breakthroughs.<br />
<strong>The</strong> Optimization DVDs or CDs that reveal how you can follow in Jay’s<br />
and Rich’s footsteps and extract every valuable lesson from your own life<br />
experiences<br />
Hot seat seminars with training people, authors, consultants so I can<br />
leverage the very same strategies that have proven to catapult others to<br />
<strong>Maven</strong>ship.<br />
Modeling for Millions -Jay’s $25 million swipe file of emails, salesletters,<br />
and landing pages<br />
<strong>The</strong> Executive Summaries of Jay’s $5,000 Singapore event<br />
Rich’s <strong>Maven</strong> Acceleration System consisting of his two “must have”<br />
pieces of software:<br />
� Faster Audio – the software the automatically re-records any and all<br />
audio programs up to 500% faster.<br />
� Accelereader – the speed reading training system that I can use to<br />
blitz through any pdfs, word documents, websites, etc….<br />
And lots, lots MORE!<br />
To claim this huge library of profit-exploding tools, just click this link or copy and paste it<br />
into your browser: http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
Our “You Must Be Nuts” Zero-Risk Money-Back Guarantee:<br />
You’ll TRIPLE Your Income in 12 Months<br />
or You Pay NOTHING!<br />
If you attend the live three-day event in Orlando – if you move heaven and earth and<br />
attend in person -- we will not consider your financial commitment binding on your part<br />
until the very last minute, of the very last hour, of the very last day of the event<br />
itself. If you don’t and can’t honestly say you believe this mentoring process will<br />
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triple your income within twelve months time of putting it all into action, withdraw<br />
and owe us nothing. All monies paid to us will be immediately returned to you.<br />
That means all the onus of performance rests on our shoulders, not yours.<br />
You can literally go through the complete grounding process, and attend the entire<br />
MAVEN INTENSIVE TRAINING PROGRAM... learn the secrets that have made<br />
thousands of people literally BILLIONS of dollars in profits... and, simply by saying that<br />
you didn’t think it was worth it, walk away not paying or owing a penny.<br />
And the Really Amazing News:<br />
You Can Reserve Your Space<br />
for as Little as $500!<br />
Jay and I are so convinced that this program is going to change your life forever – as<br />
the forerunner of it changed Rich’s life – that we’re both willing to invest in your future.<br />
We’re going to make paying for this program a piece of cake.<br />
That’s why we’re offering you TWO payment choices:<br />
A single one-time payment... and<br />
Deferred terms.<br />
If you choose single payment option, you save approximately 20% - but your investment<br />
will never be at risk a penny.<br />
<strong>The</strong> single payment price of attending the live version is $5,000. Again, you’re fully<br />
protected by experiencing the event first before you decide if it was worth it for you.<br />
<strong>The</strong> alternative is that you can elect to pay just $500 now, and $500 a month for 12<br />
months following the event billed to your credit card. This is the same way that I paid<br />
for my first Jay Abraham program more than 15 years ago.<br />
Whichever version or payment choice you select, we will deposit your money. But we<br />
will not consider it ours to keep either way.<br />
You can sign up right now at http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
Final Proof That This is the Single Most Important Step<br />
You Could Possibly Take to Grow Your Business<br />
to Stratospheric New Heights:<br />
Both Jay and I sincerely believe that our MAVEN INTENSIVE TRAINING PROGRAM<br />
will change your life forever.<br />
We really don’t want to go out and promote this program through thousands of affiliates<br />
-- although we’re very proficient and talented in doing it so. Instead, we would rather<br />
incentivize you right now to take action immediately.<br />
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That’s why we’ve decided that all those who sign up for this MAVEN INTENSIVE<br />
TRAINING PROGRAM within the next 5 days – purely on a zero-risk, money-backguaranteed<br />
basis –whether you choose the single-pay option or pay tuition over the<br />
coming months – you will get not one but TWO valuable gifts.<br />
Bonus Gift #1: A Private DVD Training Program Worth $25,000<br />
<strong>The</strong> first bonus is a private DVD training program that is worth $25,000. This bonus is<br />
yours to keep merely for signing up. You can keep it even if you decide that the<br />
MAVEN INTENSIVE TRAINING PROGRAM is not right for you.<br />
Register right now – by midnight, February 21, 2008 – and you will receive a set of<br />
DVDs of Jay’s $25,000 per person, five-day marketing makeover program he did with<br />
business people from around the world. You’ll see Jay in action as he reworks<br />
struggling business people’s strategies, turning them into Pre-eminent <strong>Maven</strong>s (before<br />
your very eyes) no matter what products or services they sell.<br />
This valuable gift has never been available for less than $25,000 -- but you can be<br />
among the handful of people in the entire world to own it merely for registering<br />
immediately. It won’t cost you a penny.<br />
Bonus Gift #2: 3-Day <strong>Internet</strong> <strong>Marketing</strong> Main Event in Orlando Worth $2,000.<br />
Prior to the MAVEN INTENSIVE TRAINING PROGRAM, Rich is conducting what will<br />
turn out to be the biggest, most exciting, blow-out <strong>Internet</strong> marketing events of the<br />
decade – a “must see” event that is attracting the most successful online marketers in<br />
history.<br />
In addition to Jay Abraham, ten of the most successful <strong>Internet</strong> marketing and businessbuilding<br />
experts in the world will be there – people who are literally making millions of<br />
dollars, right now in 2008, online. For example:<br />
>FRANK KERN’S latest “mass control” marketing techniques are netting $1<br />
million in sales in under an hour... and up to $18.3 million in 24 hours.<br />
>MIKE FILSAIME’S newest viral marketing strategies are now generating<br />
$400,000 PER MONTH (up from just $15,000 a month in 2006).<br />
>JEFF WALKER’S latest versions of his Product Launch Formula are netting up<br />
to $600,000 a week for himself and MILLIONS for his friends, clients and<br />
students.<br />
>MARY ELLEN TRIBBY’s new affiliate marketing strategies are expanding Early<br />
to Rise, an arm of Agora Publishing, from $5 million in sales to $26 million in just<br />
15 months.<br />
> Copywriting superstar JOHN CARLTON’s breakthrough rebel marketing<br />
techniques are adding MILLIONS to the bottom line of online entrepreneurs<br />
> Product development specialist JANET SWITZER’s innovative techniques<br />
are creating multi-million-dollar profit centers for many of the biggest celebrity<br />
gurus working today.<br />
> GARY VAYNERCHUK’s sassy, in-your-face video podcastWinelibrary.tv is<br />
growing his family’s liquor store from $3 million annually to $50 million.<br />
> Business growth specialist TOM MCCARTHY’s coaching is so valuable his<br />
clients include Cisco Systems, Microsoft, Century 21, AT&T, Merck, Marriott<br />
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Hotels, Wells Fargo, Dow Chemical, and the US Army, Navy and Air Force and<br />
many more.<br />
This is the biggest event of its kind EVER and it will be happening for the three days<br />
prior to the MAVEN INTENSIVE TRAINING PROGRAM in Orlando at Walt Disney<br />
World.<br />
We’re promoting right now for $2,000 a person to the public.<br />
But you can attend as Rich’s personal guest – for no charge — if you sign up for the<br />
MAVEN INTENSIVE TRAINING PROGRAM by February 21, 2008.<br />
And just in case you can’t get there in time for my program – I’m going to GIVE YOU the<br />
DVDs of the main event!<br />
We can’t be any more generous, fair, or giving than that.<br />
You can sign up right now at http://www.strategicprofits.com/<strong>Maven</strong><br />
(if you can’t make the date, or your budget<br />
simply won’t allow it, there’s still a way you can<br />
get the maven marketing intensive that will<br />
transform your business. Click here)<br />
<strong>The</strong> Only Hitch: Availability is<br />
Strictly Limited & Time is Short!<br />
Candidly, I made sure this deadline was tight intentionally. <strong>The</strong> truth is, I want to<br />
separate the wheat from the chaff. To be a <strong>Maven</strong>, you need to be the kind of<br />
committed, “passionately decisive” person who’s willing to make important decisions<br />
quickly. You need to be able to spot real opportunity instantly. And you need to have<br />
the reflexes to strike while the iron is hot.<br />
Neither Jay nor I want people who can’t do that in this program. Our reasoning is clear:<br />
We will both ultimately be judged by the success YOU achieve. That means every slot<br />
in this program and every seat at our live event MUST be filled with people who have<br />
the commitment to make this work for them.<br />
Plus, truthfully, if you don’t have a strong prejudice for action, we’d all waste each<br />
other’s time by attracting you to this event.<br />
So, we’ll hold open the doors until the last possible minute. But please hurry: If you<br />
don’t act fast, your slot may be taken – and you’ll miss an opportunity to transform your<br />
business or career into a virtually limitless source of prestige, success and<br />
prosperity.<br />
Jay and I had literally thousands of people participate in our free introductory<br />
teleconferences on <strong>Maven</strong> Training this month... and this report is being read by<br />
hundreds of thousands of people—whose businesses aren’t delivering the results they<br />
want... so we anticipate that the few remaining places in this live program will sell out<br />
quickly.<br />
That’s why we urge you to take action right now—if you want to have a far better<br />
business and financial future.<br />
You can sign up right now at http://www.strategicprofits.com/<strong>Maven</strong><br />
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Remember: You get more than $250,000<br />
in expert guidance and mentoring help (from us-directly)<br />
and you can begin with a single $500 payment<br />
Since you can attend the ENTIRE live event and get all your money back---if you’re not<br />
delighted and convinced it WILL work for you, you have no risk, whatsoever.<br />
But the risk of losing out to a far more decisive competitor is a far greater danger to your<br />
financial health and well-being. I’m sorry, but facts ARE facts.<br />
Really, you have NOTHING TO LOSE and a lifetime of “monster” success beyond your<br />
imagination to gain. So please -- act RIGHT NOW to reserve your space by clicking<br />
on the link below and filling in the registration form.<br />
Remember, for as little as a $500 money-back-guaranteed deposit, you get...<br />
To attend (or participate in via DVD) the world’s first-ever 3-day MAVEN<br />
INTENSIVE TRAINING PROGRAM with BOTH myself and my personal mentor,<br />
Jay Abraham – both of whom charge $2,000 to $5,000 per hour for personal<br />
consultations;<br />
Personalized, hands-on help and guidance in transforming you into a Market<br />
<strong>Maven</strong>;<br />
Preparatory phone calls and diagnostic analysis for which private clients<br />
pay thousands of dollars;<br />
6 months of twice-monthly follow-up, personal mentoring by both Jay;<br />
and myself<br />
$25,000 worth of bonus training materials, including DVD courses, training<br />
software, marketing swipe files and more;<br />
A FREE ticket worth $2,000 to the two-day NEW BEGINNINGS Main Event<br />
in Orlando with 11 of the world’s top <strong>Internet</strong> marketing experts, including Mike<br />
Filsaime, Jeff Walker, Frank Kern, Gary Vaynerchuk and; and<br />
An additional $25,000 bonus DVD training set of Jay’s marketing makeover<br />
seminar.<br />
That’s more than $100,000 worth of expert guidance, help, mentoring, training<br />
materials and personalized attention!<br />
To me, this is truly a No Brainer: You get ALL THIS – AND a money-back guarantee!<br />
And it all begins when you click the button below and reserve your space ...<br />
Sincerely,<br />
Rich Schefren Jay Abraham<br />
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Red Alert: Important Addition<br />
Home Study Will Be Offered<br />
But in Extremely Limited-Edition Numbers<br />
Here’s why, and how YOU can participate in a totally risk-free “trial” for a full<br />
30 days – after the live event.<br />
Some people reading this simply cannot make their calendars or project<br />
work to attend this ultra-exclusive, live event in a few short days.<br />
We appreciate your conflict, and want to make the <strong>Maven</strong>-Makeover<br />
opportunity available to any deserving on or offline marketer who really<br />
craves it the most.<br />
It’s All Being Hand Packaged For You in a Way Where You Can’t Lose<br />
So… we’re taking the entire, 25-component resource library, then, we’re<br />
both videotaping and audio-taping the entire, 3-day event.<br />
And…we’re sending both versions to you as part of our exceptional, home<br />
study version.<br />
Oh, by the way, you’ll receive the very same assessment form to complete.<br />
You’ll even receive a special, home study-edition companion “source book”<br />
that accompanies the workbook.<br />
It contains complete instructions, exclusive exercise forms, and guidance<br />
instruction for putting yourself and your business through the same<br />
exercises, analysis, discovery process, formulation and character-building<br />
stages we’ll do with the people attending live.<br />
But, of course you get the same workbook, forms, templates, matrix, short<br />
cuts, action planner, blueprint modeling tool … and “Swinging for the<br />
Fences” strategic, game plan builder…to ensure you receive the best<br />
possible, most prosperous and successful outcome that Jay and I can deliver<br />
to you from a distance.<br />
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But It Gets Better. A Lot Better.<br />
You see, we both only know one way to do something – and that’s “the best<br />
way!” So everyone participating in the home study version will also be<br />
allowed to participate-live, in both of the monthly mentoring calls that Jay<br />
and I will conduct with our live attendees. You get that participation for the<br />
full six-month duration the live attendees get, also.<br />
You can submit issues, questions, problems, scenarios, challenges,<br />
opportunities…and we’ll try hard every month to address them, along with<br />
our work with the live participants.<br />
You’ll be able to watch (figuratively) the live participants as they evolve,<br />
progress, achieve, and implement all that they created at the live event.<br />
You’ll able to hear us advise, consult, guide, redirect, course correct, create<br />
breakthrough concepts…and make multi-million dollar improvements – each<br />
month following the live event – for a full, half year!<br />
If YOU can’t transform and transport yourself into a true market maven with<br />
this high level of hands-on support – there’s something with this picture!<br />
Finally, and importantly: As comprehensive, appealing and powerful as<br />
this home study proposition is – it’s not binding at all on you, in any way –<br />
UNTIL you’ve actually tried it out for yourself – tested carefully, all the<br />
elements we put live attendees through in the Orlando event – and even (if<br />
you hurry and sign up quickly) you get on two, separate mentoring calls –<br />
before we’ll even consider your commitment binding on your part.<br />
Seriously, up until the thirtieth day that you’ve had the set – it’s all our<br />
risk! If we don’t deliver, in a way that actually “exceeds” your expectations<br />
– feel free to send the program back before the thirtieth day and you’ll get<br />
everything you’ve paid to us so far promptly returned to you the week it<br />
arrives.<br />
I’d say “everything you’ve paid so far,” because we’re perfectly comfortable<br />
letting quality people on this list experience the home study version – and<br />
pay almost all the cost – after you’ve decided to keep it.<br />
Here’s the deal:<br />
Just the like the live attendees, you can choose two payment methods:<br />
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1.) Single payment – with a total price to you of a mere $2,000.<br />
That’s only 40% of the live attendee price, with all the same components—<br />
except first hand maven makeover input from Jay and I.<br />
2.) If you prefer, feel free to choose an easy payment, installment<br />
plan – where you pay the bulk of the price – as-or after you profit! If you<br />
take this option, you pay us a mere $250 now, and $200 per month (billed<br />
to your credit card) for 12 months.<br />
Both ways, you’re 100%, unquestionably protected by the no-questionsasked,<br />
30-day, at-home trial provision.<br />
Obviously, we’d prefer to work with you first-hand, live at the Orlando event.<br />
But if you can’t make that happen – please don’t throw the baby out with<br />
the bathwater. Take fullest advantage of the home study version – and<br />
watch your business and income explode.<br />
You can sign up right now at http://www.strategicprofits.com/<strong>Maven</strong><br />
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