The Maven Matrix Manifesto(v1.3) - Internet Marketing Angel

The Maven Matrix 

Manifesto(v1.3) 

Transporting Yourself From Mediocrity… 

To Making Millions More For The Rest 

Of Your Business Life 

A no-nonsense look at what’s really wrong with advertising, marketing, and 

business competition today – and how YOU can catapult yourself and your 

business, products and services into the leadership position in any market 

you go after. 

Plus – why certain people in your industry earn up to 100 times more than you do 

and how to move rapidly to the sides of the haves, from being a have-not! 

Finally….a new slant on a no-cost, low-cost marketing strategy guaranteed to 

outperform everything else, that everyone else in your marketplace uses right 

now 

1

A Personal Note From Jay + Rich 

Mavens are not gods; actually you’ll be surprised at the respect and 

following you’ll quickly amass. 

Mavens are real, ordinary people who decide to take on extraordinary 

roles of meaning in their markets, industries or fields. 

Mavens are people who learn to transport themselves from drudgery, 

mundane, stress and fear and become liberated, fulfilled and 

permanently enlightened by what they do. 

Sounds mysterious? Well, it’s anything but that. If you’re reading this 

manifesto, it tells Jay and I you have the open-mindedness, 

decidability, unfulfilled ambition and untapped or underutilized talent 

to quickly transport yourself, and business, to maven status. 

This report explains to you how easily, enjoyably and rapidly you can 

actually do it. 

So, no matter who you are. No matter where you’re at in business 

right now. No matter your age, education, race or financial 

condition…we’ve got good…no make that GREAT news for you. 

By the time you’re done reading this manifesto, you’ll be well on your 

way to achieving your own personal maven makeover. 

Jay and are excited and interested to see how much you do with the 

knowledge and ideas we share here, today. 

To higher profits and preeminence. 

Rich Jay 

2

Important Prefacing Note: 

This report is a collaborative effort between Jay and I developed to 

help anyone in business – online or offline, start-up or mature 

business, service-based or product-based, achieve rapid, substantial 

success and financial prosperity. 

However, since the first group of people, this report will be released to 

are my (Rich’s) subscribers and friends, most of the reference 

examples and discussion points will focus more on online marketing 

techniques and distribution channels than offline. 

BUT if you own/run any business with an offline focus or component, 

be it localized, regional, national or international – the discussions, 

lessons and realizations that Jay and I share are probably more 

important to you than even my online colleagues. 

So if I refer to e-mails, web traffic, SEO, blogs, etc. you need to 

immediately think, sales presentations, telemarketing activities, direct 

mail, TV or radio advertising, seminar promotions and presentation, 

trade show exhibits or breakfast presentations, etc. 

Originally, we’ll remind you of this as we move rapidly through the 

material in this “transition.” But please remember throughout that 

every insight, realization, principle, concept, and strategic distinction 

we both share here totally, completely and dramatically improve, 

enhance, enrich anyone’s current and future business situation. 

3

A preemptive disclosure, and the benevolent 

method to our madness 

Dear colleague, 

We call you that because this entire report was created exclusively and uniquely for those who 

aspire to be what both Jay and myself really are. 

We know if you trust and follow our direction in this report, that fate will occur for you too. 

But it’s important to us both – before you ever begin this journey with us that we clearly 

disclose an important fact. 

It’s this: Jay and I have collaborated one time only in the past. When we did the success rate 

was extraordinary. Now, I’ve persuaded Jay to collaborate once again to create something 

truly auspicious in the truest sense. 

As part of this collaborative project we are taking, a small qualitative group of highly 

detectable, exceedingly ambitious (but underperforming) business owners and we are going 

to actually work with them first hand and help transform them into mavens in their own right. 

Normally, I issue a special research report, manifesto, or doctrine with no commercial offering 

attached – then later on I invite those people who are most impacted by my latest findings to 

join me for more intensive study and the full scope of what I uncovered, tested, and leveraged. 

Both Jay and I plan to conduct one – and only one - live program. And to allow a surprisingly 

small quantity of additional entrepreneurs to experience a home study version. 

We’re formally announcing and offering reader of this, the advanced edition of the manifesto, 

the first right to participate either way. The reason is that historically when I make offering 

following a report I usually fill every spot in a matter of hours or days. 

If there is anyone we want to benefit from the proposition at the end of this manifesto it is you, 

our most valued friends, colleagues and peers. 

So were clear – the first 65 pages of this document is nothing but pure, rock-solid gold. The 

remainder is benevolently self-serving on our part – we want you to benefit so badly we’ve 

made it irresistible in 4 unprecedented ways with our reasons and methods fully disclosed. 

With that in mind we invite you to embark on a forty-five minute journey that will forever 

change your life…. 

4

Foreeword 

How I turned 

an obscuure 

postal 

cllerk 

with a meaager 

goovernmment 

paycheck 

into 

the #1 Maaven 

inn 

his mmarkeet 

wwith 

a HALF-BILLIION 

DDOLLARRS 

in ssales 

… And 

whyy 

I’m aabsoluutely 

cconvinced 

Thhe 

Mav ven Maatrix 

wwill 

do the same 

foor 

youu 

By Jaay 

Abrahaam 

Founder aand 

President, 

The AAbraham 

Group 

A few years backk, 

Jim was a postal cleerk, 

sorting mail in a 

small Minnesota town. But like you, hee 

had big ddreams. 

Jim wwas 

fed up wwith 

his deaad-end 

job aand 

struggling 

every 

monthh 

to make eends 

meet. 

He waanted 

someething 

moree 

– something 

better – for himselff 

and foor 

his familyy. 

He dreeamed 

aboout 

being his 

own bosss; 

starting a wildly 

succeessful 

comppany, 

buildinng 

a family fortune andd 

never 

havingg 

to worry aabout 

moneey, 

ever agaain. 

So one 

day, Jim m summoneed 

the couraage 

to walkk 

into his suupervisor’s 

office and 

quit. 

It waas 

the 1970s 

– a time wwhen 

gold aand 

silver pprices 

weree 

soaring annd 

rare goldd 

and ssilver 

coins s were skyroocketing 

in value. So Jim foundeed 

a small rrare 

coin 

dealeership, 

hung 

out his shhingle 

and wwaited 

for tthe 

money to begin rolling 

in. 

But itt 

didn’t. 

So Jim 

decided to begin dooing 

all the same thinggs 

he saw hhis 

larger, mmore 

succcessful 

competitors 

doing: 

He rennted 

mailingg 

lists and mmailed 

thouusands 

of 

postccards 

offering 

his prodduct. 

He boought 

expennsive 

ads inn 

financial 

publiications. 

He 

even paidd 

big buckss 

to have ann 

exhibit boooth 

at investment 

confeerences 

and 

trade shoows. 

But eeven 

after all a that expeense 

and rissk 

–and evven 

after years 

of grueling 

work – 

Jim’ss 

tiny comp pany was still 

only bringging 

in aboout 

$300,000 

a year. 

In maany 

ways, Jim J was faccing 

many oof 

the samee 

challengees 

you’re facing 

right 

now. He had tho ousands off 

competitorrs 

– most oof 

whom dwwarfed 

Jim’ss 

company-- 

and ssome 

had massive m addvertising 

buudgets 

andd 

sold hundrreds 

of timees 

more 

coinss 

than Jim did. d 

5

Jim wwasn’t 

born n with a natural 

gift for marketing. Nor did hee 

have an 

encyyclopedic 

kn nowledge oof 

his industtry. 

He wassn’t 

better looking 

or mmore 

chariismatic 

or more m outgoing 

or glib oor 

a better ppublic 

speaaker 

than hiis 

larger 

comppetitors. 

An nd he certaainly 

didn’t hhave 

the money 

to funnd 

a big, naational 

markketing 

camp paign. 

But I accepted Jim J as a client 

becausse 

I saw twoo 

crucial quualities 

in hiim: 

1) A driving, 

palpabble 

desire too 

succeed, and … 

2) A willin ngness to ttry 

somethinng 

new to light 

the fusse 

on explossive 

sales 

growth. 

And that, my frie end, was enough 

for JJim 

– and itt’s 

enough ffor 

you. 

This simple 

seecret 

trigge ered a 116,667% 

% sales explosioon 

for Jim. 

Put it i to work 

and iit’ll 

do tthe 

same 

for yoou. 

My vvision 

for Jim m was a simmple 

one --- 

to lift him hhead 

and sshoulders 

above 

his 

thoussands 

of co ompetitors: Not by speending 

whaat 

little money 

he had oon 

direct 

mail or print ads s or to emulate 

or duplicate 

the hhyperbole 

and 

high-preessure 

salees 

tacticcs 

his large est competittors 

used … 

… buut 

by establ lishing Jim as Americaa’s 

leading authority, the 

“trusted voice” – 

the nnation’s 

#1 Maven -- on 

rare coin and precioous 

metals investing. 

So innstead 

of writing w ads aand 

spennding 

a fortu une on meddia, 

we 

wentt 

to work cre eating conttent-rich 

articlles 

and spe ecial reportss 

to 

help investors profit. p 

And instead of selling s that 

conteent, 

we gav ve it all awaay 

free 

to a hhandful 

of people p whoo 

publiished 

large-circulation 

invesstment 

new wsletters. 

Within 

weeks, those 

publisshers 

begaan 

running Jim’s J articlees 

in 

their newsletter rs and offering 

Jim’ss 

special reports 

to theeir 

readers. 

And soon, 

the loccal 

and 

then the nationa al media beegan 

callinng 

Jim to ge et his viewss 

on the 

exploosion 

in pre ecious metaals 

and 

coin prices. 

Almoost 

before you y could saay 

“Rare Coin 

Maven, ,” millions kknew 

who Jim 

was -- 

the vvoice 

of authority 

in hiss 

market. AAnd 

thousands 

began calling Jim to buy raree 

coinss 

and bullio on from him. 

6

Sudddenly, 

Jim’s s tiny $300, 000 a yearr 

coin business 

exploded. 

And Jim 

Cook 

and hhis 

compan ny, Investment 

Raritiess 

were rakinng 

in $500 million a yeear 

in saless 

-- a hhalf-billion 

dollars d -- in just one yeear. 

Jim ccreated 

a staggering 

116,667% 

saales 

explosiion. 

Not bby 

outworki ing the commpetition. 

Not bby 

outspend ding them. 

Not eeven 

with re ed-hot salees 

copy. 

But ssimply 

by allowing 

me to establish 

him as thhe 

#1 Maven 

in his industry. 

… WWhich 

raises s a very inteeresting 

queestion 

for yyou: 

If Jimm 

did it, , why caan’t 

YOUU? 

If thee 

simple act t of becoming 

the leadding 

Mavenn 

in an indusstry 

is all thhat 

stands 

betwween 

you an nd a $500 mmillion 

a yeaar 

payday like 

Jim’s … 

WHYY 

NOT DO IT? 

… Esspecially 

since 

establishing 

yoursself 

as the ttrusted 

voicce 

in your mmarket 

is 

easieer 

and costs 

less now than ever bbefore? 

Lookk 

– I’m going 

to be perrfectly 

candid 

with you here: Jim Cook paid me millionss 

of doollars 

– man ny, many mmillions, 

in ffact 

– to esttablish 

him as a Maveen 

and to 

exploode 

his sale es. And it wwas 

the besst 

bargain hhe 

ever got. 

But ttoday, 

harnessing 

the remarkablee 

power of mmavenship 

doesn’t reqquire 

that 

you ppay 

a king’s s ransom too 

me or anyy 

other marrketing 

coacch. 

Thannks 

to a ver ry special frriend 

and foormer 

protéégé 

who’s nnow 

a collabborative 

partnner 

of mine, 

becoming a Maven iss 

something 

you can ddo 

yourself for a 

pittannce. 

Thhe 

greatt 

news ffor 

you 

– and the 

terriifying 

neews 

for your coompetitoors 

– 

is tha at my friend’s 

nname 

is RICH SSCHEFREEN. 

When 

I first met t Rich at onne 

of my seeminars 

12 yyears 

ago, he 

was where you probably aare 

today. HHe 

had no ppersonal 

visibility 

in his market. m Almmost 

nobody 

knew whoo 

he was, 

whatt 

he did or why w they’d be crazy noot 

to buy froom 

him. 

Fast forward to today, Richh 

has become 

known as The 

Internet’s 

#1 Ma aven-Maker 

… “The GGuru’s 

Guruu.” 

Betwween 

us, Ric ch and I haave 

probably 

coached and 

menttored 

more “gurus” and 

high-proffile 

business 

leaders – 

from Tony Rob bbins and BBrian 

Tracyy 

to Mike FFilsaime 

annd 

Tellmman 

Knuds son -- than just about anyone in tthe 

world. 

Through 

his website, 

blog, , products aand 

seminaars, 

Rich haas 

donee 

more than n anyone alive 

to makee 

Mavenship 

easy andd 

affordablee 

– 

7

someething 

any business owner 

could easily do --- 

by breaking 

the Mavvenship 

proceess 

of establishing 

yourself 

as a Maven dowwn 

into smaall, 

easy-to-do, 

bite- 

sizedd 

pieces. 

So wwhen 

Rich woke w me ouut 

of a deadd 

sleep a feew 

months aago 

to annoounce 

he’d 

just ccreated 

the e ultimate rooadmap 

to MMavenship 

– The Mavven 

Matrix --- 

I listened. 

And what I hear rd astoundeed 

me. 

Rich explained that The Maven 

Matrixx 

is a simplle, 

11-step process thaat 

takes 

only a half-hour r or so to coomplete. 

WWhen 

you’ree 

finished, yyou’ll 

know precisely 

whatt 

you need to do – righht 

now, todaay 

– to begin 

your trannsformationn 

from a 

poorly 

paid mar rket followeer 

into a laviishly 

compeensated 

maarket 

leader. 

In shhort 

… 

First The T Mavven 

Matrrix 

will make yoou 

famoous. 

Then it couldd 

make you RICCH! 

On thhat 

call a fe ew months ago, Rich ttold 

me he hhad 

found a way to syystematize 

the MMaven-mak 

king processs 

to make it 

easy for yyou 

to immeediately 

appply 

to 

whattever 

it is yo ou do. 

I wass, 

of course e, skeptical at first. Woouldn’t 

you be? But RRich 

refusedd 

to listen too 

my pprotestations 

– simply swept themm 

aside andd 

insisted thhat 

I work wwith 

him to 

fully develop his s Maven Maatrix 

anywaay. 

He flew 

the mor re than 3,2000 

miles to 

bangg 

on my doo or not oncee, 

but three 

timess 

to convinc ce me. He called me 

at alll 

hours of th he day and night. He 

naggged, 

whined d and finallyy, 

called in 

a maajor 

favor I owed o him. 

But tthat’s 

not why w I finally agreed. 

The ffact 

is, I ea agerly joinedd 

Rich in 

comppleting 

this remarkablee 

tool 

simpply 

because e I have beccome 

convvinced 

beyo ond the shaadow 

of anyy 

doubbt 

that The Maven Mattrix 

is the 

single 

most pow werful tool ffor 

beginninng 

your transforma ation into ann 

industry-leeading 

mavven 

ever deeveloped. 

And so the resu ult of our unnprecedenteed 

collaboration 

is noww 

in your haands 

or 

ratheer, 

on your computer sscreen. 

NNow, 

lett 

me whhisper 

a surprisinng 

little secret iinto 

youur 

ear … 

I’d likke 

to be abl le to claim tthat 

every eentrepreneuur 

and busiiness 

owneer 

I try to 

help winds up with w a half-bbillion 

saless 

windfall evvery 

year. 

8

Unfoortunately, 

that 

simply isn’t true – and anyone 

who makkes 

that kindd 

of claim iss 

eitheer 

a fool or a knave; orr 

both. 

The ttruth 

is, no business-bbuilding 

tool 

– no matteer 

how powwerful 

-- will work for 

you uunless 

you USE IT. AAnd 

frankly, while thousands 

of peeople 

are pperfectly 

willinng 

to pay big 

money foor 

strategiess 

and tacticcs 

with the ppower 

to grrow 

their 

businnesses, 

too o few ever pput 

those toools 

to workk. 

As I jjust 

said, I am absoluttely, 

incontrrovertibly 

coonvinced 

thhat 

this freee 

Manifesto 

holdss 

the secret 

for you. TThe 

Maven Matrix has the power to begin yoour 

transsformation 

from f industtry-followingg 

caterpillarr 

to market-leading 

butterfly. 

Butt 

only if you value e it … only if you invesst 

the mental 

elbow grrease 

required 

to 

compplete 

it … and a only if yyou 

put it too 

work for yoou. 

I urge 

you: Rea ad every woord 

that follows 

as if your busine ess life deppends 

on it (In 

the nnext 

section n, Rich himsself 

will proove 

it 

doess!). 

Alloww 

Rich and I to lead yoou 

through tthe 

eleveen 

steps in your Maveen 

Matrix annd 

compplete 

each step. 

Thenn, 

when it’s done, printt 

out four 

copiees. 

Tape a copy to neext 

to your 

moniitor 

… anot ther on the dashboard of 

your car … ano other on youur 

refrigerattor 

and sstill 

another r next to yoour 

bed. 

Readd 

it every tim me you seee 

it. 

Thenn 

ACT on it. 

And then, pleas se – whatevver 

you do – tell us howw 

The Mavven 

Matrix iss 

working 

for yoou. 

Rich and I will gladly g tell thhe 

world about 

your suuccess 

– annd 

by doing so, inspiree 

otherrs 

to follow in your foootsteps 

… 

Just as you, at this t very moment, 

are following inn 

Jim’s … in 

Rich’s … and in 

minee. 

-- Jaay 

Abrahamm 

9

INTRODUCTION 

Why you can quickly become 

the #1 Maven in your industry 

And more than that; 

why you MUST begin NOW 

by Rich Schefren 

Founder and President, Strategic Profits 

It’s no secret that the strategies and tactics that served marketers sowell for more 

than a century have suddenly begun to lose their effectiveness. 

In the old days, you could simply barge into prospects’ lives and shove a 

promotion into their faces – a direct mail letter, a print ad, or a TV or radio spot. 

The vast majority would simply ignore 

your offer, of course – but if even 1% 

heeded your promotion and became 

customers, you could grow very rich, 

very fast. 

But since the Internet took center 

stage a few years ago, “Marketing As 

Usual” simply isn’t working as well. 

And in some industries, it has stopped 

working altogether. 

In my two most recent reports – The 

Attention Age Doctrine Volumes I and II 

– we examined how … 

� Our prospects are too busy and too-often interrupted to read 

unsolicited promotions, let alone respond to it them … 

� Consumers have become far more sophisticated … more skeptical … 

more jaded … and frankly, have come to view marketers who interrupt 

their lives as “the enemy.” 

� Instead of being conditioned to react to unsolicited promotions, 

consumers are increasingly proactive – shopping online when they 

want and buying what they want, when they want, from whom they 

want. 

� As a result, advertising is no longer welcomed by your prospects. To 

the contrary: Most consumers now consciously avoid sales messages 

whenever possible … 

� The advent of the Internet and global commerce means the number of 

competitors each business deals with is multiplying exponentially and 

10

the ho ome-turf addvantage 

loocal 

businessses 

once eenjoyed 

has 

all but 

vanished. 

So now, 

in this weird, w wired 

world, offfline 

and onnline 

markeeters 

alike aare 

scrammbling 

to find 

a new mmodel 

that wwill 

consisteently, 

reliabbly 

grow theeir 

businnesses 

and d their profitts. 

All 

this iss 

the woorst 

newws 

imagginable 

foor 

your ccompetiitors 

… 

… And it’s i a onnce-in-a-lifetime 

God-ssend 

forr 

you! 

Becaause 

the ve ery fact that you’re readding 

this 

maniifesto 

right now meanss 

you’re jusst 

minutes 

awayy 

from explo oding throuugh 

these bbarriers 

andd 

leaving 

your competitors 

cchoking 

on yyour 

dust. 

Whilee 

they cont tinue strugggling 

to overcome 

thesse 

new realities jus st to survivee, 

you’ll be USING 

THEEM 

to lift you urself head and shouldders 

above 

your competitor rs and to leaapfrog 

to thhe 

head of tthe 

packk. 

In thiis 

manifesto o, Jay and I are going to help youu 

take eleven giant 

steps towwards 

the eexplosively 

successful business yyou 

desire. 

We’rre 

going to show s you hhow 

we havve 

both perssonally 

useed 

these principles 

to 

makee 

millions in n less time than it takees 

most neww 

businessees 

to get ouut 

of the redd 

and iinto 

the black. 

And we’re going g to introduce 

you to a few of ourr 

clients – eeach 

one off 

whom 

havee 

used Maven 

Marketinng 

to generrate, 

combined 

billionss 

of dollars in sales 

everyy 

year. 

Preppare 

to be challenged, 

c though … 

Becaause 

Maven n Marketingg 

isn’t about 

doing the same thingg 

the same way – the 

way your compe etitors do itt 

– and expeecting 

betteer 

results. 

It’s aabout 

break king out of the 

pack. AAnd 

that meeans 

doing things diffeerently 

– and 

not juust 

differently; 

doing thhings 

smartter 

and bettter. 

It’s aboout 

being suuper 

strateegic. 

Thhe 

cursee 

of confformity 

Lookk 

at any industry 

todayy 

and you’ll see why thhis 

is so cruucial. 

Just aabout 

everyy 

comppany 

in a given 

markeet 

niche doees 

things the 

same waay. 

Just aboout 

all of 

themm 

are hoping g for better results. 

So thhey’ve 

quickly 

sized upp 

their commpetitors 

… figured outt 

what they’ ’re doing … 

knoccked 

them off. o 

That’s 

why their r products … their marketing 

straategies 

… thheir 

ads and 

other 

saless 

messages s … are all nearly idenntical. 

11

That’s 

why so many m consuumers 

havee 

come to believe 

one company – and its 

product – is as goodd 

as anotheer’s. 

And whho’s 

to blamme 

them? 

In a coopycat 

worldd 

like that, hhow 

is a 

consummer 

suppossed 

to figuree 

out whichh 

producct 

really is ssuperior 

andd 

which 

isn’t? 

Or which 

companny 

or produccts 

really doo 

stand bbehind 

their 

products aand 

which 

ones wwon’t? 

Or which 

compannies 

are worrth 

of their 

trust – and which shouldn’t thhey 

touch 

with a tten-foot 

polle? 

And if the cconsumer 

hhas 

had a nnegative 

expeerience 

with h one comppany, 

why wwouldn’t 

he believe thaat 

all others in that 

nichee 

are just as 

incompettent 

or dishoonest? 

No wwonder 

ther re are no cleear 

market leaders in these indusstries: 

In a copycat 

worldd, 

no one company 

or product staands 

out ass 

really beinng 

the suprreme 

choicce! 

And when you join 

your coompetitors 

in 

this ffolly 

you sim mply disapppear 

from yyour 

markket’s 

radar screen. s Yoou 

blend in with 

the bbackground 

d. You becoome 

invisibble. 

That’s 

a crucial point – I’m going to reepeat 

it: 

When you u try to beccome 

visibble 

to 

your pros spects by uusing 

the ssame 

marketing g strategy as your 

competito ors – and eespecially 

yyour 

larger, old der, better establisheed 

competito ors – you ppretty 

mucch 

GUARANTEE 

noboddy 

will noti tice 

you. 

Sorryy 

– but that t’s no way to 

get aheadd. 

Especiaally 

not in tooday’s 

overly 

comppetitive, 

atte ention-challenged 

worrld. 

So 

why ddoes 

doiing 

thinngs 

diffeerently 

and d trying to standd 

out feeel 

so awwkwardd? 

Becaause 

from our o earliest days, our pparents, 

schhool, 

peerss 

and societty 

have all 

taughht 

us that it t IS wrong. 

12

It’s ggood 

to conf form. It’s ggood 

to be invisible. 

Let mme 

ask you: 

When you 

were a kiid, 

did 

any aadult 

ever tell t you, “Chhildren 

shouuld 

be 

seenn 

and not he eard?” 

I suree 

did: It wa as a mantraa 

around ouur 

house 

– esppecially 

when 

my pareents 

had frieends 

over for dinner! 

And weren’t we e all taught nnever 

to braag 

about 

our aaccomplishm 

ments? I kknow 

I was. 

In scchool, 

weren’t 

we all toold 

behave jjust 

like all the other kkids? 

Didn’t 

we learn early on that 

smart kidds 

were geeks, 

dumb kids were ffools 

– and 

that oonly 

the average 

kids were reallyy 

cool? 

Didn’t 

we also le earn that thhe 

best wayy 

to be popuular 

was to dress, talkk, 

dance andd 

like tthe 

same music m the more 

popular 

kids did? 

So wwhen 

we gre ew up and sstarted 

our own businesses, 

is it any wondeer 

that we 

naturrally 

and instinctively 

ffelt 

a need to fit in – too 

look and ssound 

like oour 

bigger 

comppetitors? 

Or thhat 

so many y of us feel guilty drawwing 

attentioon 

to ourselves? 

Or arre 

hesitant 

to doo 

things tha at would maake 

us standd 

out from tthe 

crowd? 

It’s nnot 

our fault t – we weree 

TAUGHT and CONDDITIONED 

to 

be shrinkking 

violets. 

We wwere 

told th hat it is rudee, 

crass, evven 

vulgar to 

draw atteention 

to ourselves! 

Havee 

you ever been told, oor 

taught: 

• Don’t toot your own hhorn 

– if youu 

do a goodd 

job peoplee 

will noticee 

you. 

• If I do a go ood job I’ll gget 

rewardeed, 

people wwill 

notice 

• Modesty is s a virtue – therefore I shouldn’t ttalk 

about mmy 

accomplishments 

• If I brag ab bout others they’ll bragg 

about me and this wway 

I won’t ccome 

off ass 

conceited d 

Oftenn 

clients co ome in with those sort of beliefs, bbut 

in orderr 

to take theem 

to the 

top oof 

their market… 

we mmust 

rid themm 

of these. 

We wwere 

taught t that good manners reequire 

us too 

blend intoo 

the background 

… too 

“go aalong 

to get t along” … and at all ccosts, 

to avooid 

making waves. 

And so, the vas st majority oof 

business people, whhile 

believinng 

that fallinng 

in line 

with the majority y is the besst 

way to prromote 

their 

career, arre 

actually ddeliberatelyy 

sabootaging 

it! 

13

Thhey 

become 

conformissts 

in their 

nniches 

… ggo 

out of theeir 

way to 

aavoid 

the sppotlight... 

shun 

ppublicity. 

AAnd 

becausse 

they’ve bbeen 

taughht 

iit’s 

impolitee 

to attract aattention, 

tthey 

also asssume 

it’s wwrong 

to bee 

gget 

out fronnt 

and lead. To be 

ppreeminentt 

– a dominating 

force 

iin 

their marrkets. 

AAnd 

so, theey 

languish in their 

iinvisibility. 

… All becauuse 

of deepp-seated, 

hidden, 

patently 

FALSEE 

beliefs 

they still carry fr rom childhoood. 

Beliefss 

that can bbe 

instantly changed by 

YOU, in a 

hearttbeat! 

And this fact, my m friend, is why Mavenn 

Marketingg 

is so amaazingly 

effecctive 

… why 

theree 

couldn’t be b a better ttime 

to leveerage 

it…whhy 

reading this report may be thee 

single 

most prof fitable thingg 

you’ve evver 

done …and 

why the 

eleven stteps 

we’re 

abouut 

to take to ogether are so powerfuul 

… 

Because while w yourr 

competitoors 

continuue 

doing thheir 

level-bbest 

to 

look and sound s likee 

each otheer 

… 

And while e they conttinue 

shrinnking 

from the spotlight 

or doinng 

anything to differenntiate 

themmselves 

as leaders in your markket 

… 

Our Mave en Matrix hands 

YOU the opporrtunity 

to bblow 

them all away - 

by getting g the attention 

you, yyour 

company, 

your product annd 

your 

sales prom motions deeserve 

… 

And by do oing so, too 

explode yyour 

business 

and yoour 

profitss! 

This s presennts 

you wwith 

thee 

singlee 

greatest 

bus siness opportunnity 

of sseveral 

llifetimees 

Whilee 

your commpetitors 

continue 

slavishly 

coopying 

eachh 

other andd 

slugging itt 

out for 

eevery 

centimmeter 

of maarket 

real esstate, 

you 

ccan 

simply vvault 

to the head of thee 

pack andd 

qquickly 

assuume 

the preeeminent 

roole 

in your 

mmarket 

... 

… By using our Mavenn 

Matrix to eestablish 

yyourself 

as THE maven 

… the truusted 

voice 

… the go-too 

guy or gal in your nicche! 

TThe 

beauty of our Mavven 

Matrix iss 

that it 

gguides 

you step by thooughtful 

step 

through 

14

the pprocess 

of reinventing r yourself annd 

redefininng 

your commpany 

and products inn 

your prospects’ minds. 

And by doing so o, ensuring that you wwill 

instantly stand out … establishh 

iron-clad 

crediibility 

… and 

claim thee 

dominant position of authority among 

your prospects 

– so they … 

� Look to you for valuable 

and ccredible 

advice 

and guuidance 

… 

�Search you y out andd 

come to yyour 

web paages 

volunttarily 

– eliminating 

the 

need for you 

to spendd 

a fortune for online aadvertising 

… 

�Eagerly open everyy 

e-mail andd 

read everry 

blog postting 

and weeb 

page youu 

post – and d everythingg 

you send them throuugh 

the maiil 

… 

�Implicitly y trust you aand 

every mmarketing 

mmessage 

yoou 

send theem 

… 

�Enthusia astically actt 

on your reecommendaations 

to puurchase 

youur 

products, , 

and … 

�Send your 

open rattes, 

converssion 

rates, sales revennues 

and profits 

through the 

roof! 

Thhis 

is a tremenddous 

wiindow 

oof 

opporrtunity 

ffor 

you 

BBut 

be fo orewarnned: 

It will NOT 

stay oopen 

forr 

long! 

If youu 

put The Maven M Matrrix 

to work ffor 

you noww 

– before yyour 

compeetitors 

discoover 

it -- it will w create a very real “ “profit 

miraccle” 

for you u. 

Evenn 

better if yo ou jump on it right noww 

it 

will ggive 

you an impenetrable 

compettitive 

advaantage 

that will last forr 

decades. 

But eeach 

and ev very monthh, 

thousands 

of 

entreepreneurs 

and a businesss 

owners aare 

discoovering 

just t how poweerful 

– and 

profittable 

-- Mav ven Marketting 

really iss. 

So if f you hesitate 

… if you allow otheers 

in 

your niche to ge et the jump on you … you’ll 

expeerience 

its power p in an entirely 

differrent 

way – a decidedlyy 

costly wayy 

-- as THEEY 

leapfrog ahead of yyou! 

Jay aand 

I create ed this Mavven 

Matrix to 

help makke 

sure thatt 

doesn’t haappen. 

But 

undeerstand 

this s, within thee 

next 3 dayys 

alone over 

six millioon 

emails wwill 

be sent, 

and a minimum of 250,0000 

entreprenneurs 

will reead 

this doccument… 

soo 

the world 

will kknow 

soon enough. e Annd 

the oness 

who movee 

quickly will 

reap the rewards. 

But itt 

won’t do you y one bit of good unnless 

you puut 

it to workk 

for you rigght 

away. 

So before 

we gu uide you through 

the eeleven 

stepps 

to Mavennship, 

it’s immportant 

that yyou 

fully un nderstand ssome 

of thee 

extra beneefits 

becomming 

your market’s 

mostt 

trusted vo oice will affoord 

you. 

15

HHow 

Mavven 

Marrketing 

CCould 

pu ut millioons 

of exxtra 

dollars 

intoo 

your ppocket 

inn 

2008 

Becooming 

a Ma aven in your 

market woould 

be a huge 

step foorward 

evenn 

if all it didd 

for yoou 

was to make m you vvisible 

to your 

prospectts. 

Simpply 

standing g out from the 

crowd aand 

being “ffindable” 

byy 

your best prospects 

shouuld 

be enough 

to unleaash 

a flood of new cusstomers 

andd 

profits forr 

you.. It 

weights 

the con nsumer’s “scale 

of purcchase 

motivvation” 

solid dly in YOURR 

favor. 

But tthe 

great ne ews is, that’s 

only the 

beginnning 

of the e benefits MMavenship 

wwill 

bringg 

you. The simple truth 

is, this boook 

would 

have to be b hundredss 

of pages long 

to list 

all of them m! 

So leet’s 

just take e a look at seven bennefits 

Maveenship 

unl locks for yyou: 

Sevenn 

wayss 

becoming g a Maven vvaporizes 

thhe 

stubbborn, 

frustra ating, seemmingly 

unsoolvable 

markketing 

probl lems both yyou 

and youur 

competittors 

wrestlee 

with everyy 

business 

day. 

And how becom ming the trusted 

authority 

in your market will quickly creeate 

quanntum 

busine ess growth and massivve 

new profits 

for you … 

WAAIT! 

On ne More re Thing ng… And nd It’s IImporttant 

As yoou 

plow thr rough the next 

section I want youu 

to let this tthought 

maarinate 

in 

your mind… 

we’ll rrevisit 

it andd 

pick it 

back up later. 

Heree’s 

the idea: 

We as bussiness 

owneers 

and maarketers 

havve 

gotten 

way too caught up in markketing 

tacticcs 

at the exxpense 

of eeverything 

else. . 

I’m foortunate 

– mmy 

transforrmation 

from marketer tto 

maven haappened 

soo 

quickkly 

I can eaasily 

rememmber 

the 

differrences. 

When yoou 

boil it all down mosst 

marketerss 

todayy 

are trying g to go for aall 

the beneffits 

of beingg 

a maven wwithout 

being 

one. 

16

You see when I was digginng 

through reams of reesearch 

it ooccurred 

to me that all 

the bbenefits 

of being b a mavven…the 

perks 

that exxponentiallyy 

multiply thheir 

incomme… 

come e with no woork 

whatsoeever. 

They just happen 

as a natuural 

extennsion 

of being 

a maveen. 

And jjust 

becaus se they naturally 

happpen, 

don’t thhink 

they’ree 

minor. Noppe, 

their 

actuaally 

their ac ctually whatt 

every business 

owneer 

offline or online dreaams 

about. 

Remmember 

thes se happen automaticaally 

– with no 

additionaal 

effort whaatsoever: 

• 

• 

• 

• 

• 

• 

Better ra ankings in thhe 

search eengines 

New affiliates 

signinng 

up daily 

Joint ven ntures offerss 

from neww 

companiess 

and entreepreneurs 

Word of mouth and viral campaigns 

that sspread 

like wildfire 

Passive revenue strreams 

pop up left and right 

New prod duct releasses 

are succcessful 

righht 

out of thee 

gate. 

Non-maven 

ma arketers andd 

entreprenneurs 

spendd 

all their timme 

(and siggnificant 

amouunt 

of mone ey) trying too 

get similaar 

results buut 

they can’ t. 

So, hhere’s 

the point… p as yyou 

read thee 

following section thinnk 

about all 

of these 

beneefits 

happen ning… achieving 

betteer 

results than 

you’ve eever 

experienced. 

Andd 

remeember 

as th he maven oof 

your markketplace… 

it ALL happpens 

autoomatically! 

Withh 

no effort on your paart! 

BBenefit 

#1: 

Google, 

Yahooo 

and tthe 

otheer 

searcch 

enginnes 

will automaatically 

send yoou 

thouusands 

oof 

new pprospeccts 

foor 

FREE 

Right 

now, youur 

competitors 

spend 

tons of monney 

optimizzing 

every 

wweb 

page in 

a desperrate 

attemptt 

tto 

trick the search enggines 

into 

sending traaffic 

to theirr 

sites. 

They consttantly 

refinee 

their 

URLs, metaa-tags 

and meta- 

descriptions. 

They labbor 

endlessly too 

make surre 

each 

page has juust 

the right 

number oof 

key words (often making 

them 

repetitive aand 

very hard 

for 

prospects tto 

read). Thhey 

swap 

17

links, 

buy links, rent links, and lease llinks. 

Meannwhile, 

the search enggines 

are coonstantly 

changing 

thee 

rules. Thhey 

have to. 

Theyy 

can’t affor rd to send uusers 

to sitees 

that don’t 

deliver the 

content their 

users 

are loooking 

for. Their entirre 

businesss 

model andd 

their profitability 

turns 

on 

delivvering 

the most m valuabble 

content ppossible. 

Stoop 

Play The T Search 

Enggine 

“Gaame” 

The great news s is, when yyou 

becomee 

the #1 Maaven 

in your 

market, yoou 

don’t 

havee 

to play the e SEO gamme. 

The seaarch 

enginees 

automatiically 

love yyou 

and 

sendd 

thousands s or even mmillions 

of prrospects 

to your web ppages 

24 hours 

a day, 

365 ddays 

a year. 

How is this poss sible? Beccause 

beingg 

a maven 

is all about conn necting emotionally 

wiith 

your 

prosppects 

and clients. c 

It’s aabout 

provid ding your mmarketplace 

Leaddership: 

Co ontent that brings tremmendous 

valuee 

to their liv ves, helps them 

make well- 

reasooned 

decisions. 

Do thhat, 

and oth her sites in your markeet 

will 

link tto 

you. They’ll 

send yoou 

targeted 

prosppects 

by the 

minute annd 

push your 

page 

rankiing 

and sea arch enginee 

rankings hhigher 

and hhigher. 

Now, 

think abou ut this: If yoou 

were Gooogle 

and 

if youur 

success was drivenn 

by servingg 

up 

searcch 

results that 

deliver the content 

surfers arre 

looking 

for, whic ch page woould 

you givve 

top rankiings 

to? 

1) A page 

that has ddone 

all thee 

SEO workk 

but has veery 

little reaal 

content 

and few incoming links? 

2) Or a page p that geets 

great traaffic, 

keepss 

visitors onn 

the site longer, 

boasts to ons of links and delivers 

tons of ccontent? 

You picked #2 – right? Rigght! 

(Every 

shift in th he algorithmms 

is Google’s 

attemppt 

to keep thhe 

content- rich #2 on 

top oof 

even the best #1s) 

When 

your site delivers thee 

content ssurfers 

are llooking 

for, the searchh 

engines 

would 

be crazy to send surfers 

to sitees 

that havee 

less valuee 

to Web ussers 

– no 

matteer 

how muc ch time andd 

money yoour 

competittors 

spend optimizing their sites. 

So wwhile 


spend a noot-so-small 

fortune andd 

work their 

fingers to 

the bbone 

in a do oomed atteempt 

to trickk 

the searchh 

engines, yyou 

slay theem 

in the 

rankiings 

… cata apult to thee 

top of the spiders’ ressults 

pagess 

… and graab 

huge 

trafficc, 

conversio ons, revenuues 

and proofits 

… 

18

… Al ll without ha aving to speend 

even a single minnute 

---or doollar--- 

on bbegging 

or 

buyinng 

links or studying s thee 

latest theeory 

on achieving 

high rankings. 

I undderstand 

if you’re y skepptical 

– espeecially 

with so many ggurus 

touting 

the 

impoortance 

of search s engine 

optimizaation 

-- but consider thhis: 

Accoording 

to Ya ahoo Site EExplorer, 

othher 

people’ s websites have posteed 

37,600 

links to our Stra ategic Profitts 

site. Theese 

are sitees 

that belieeve 

our content 

will 

bring greaat 

value to their 

visitorss 

so they ppost 

links 

recommmending 

us to their 

readers. 

And eveen 

if each off 

those linkss 

sent us jjust 

one vissitor 

each 

week, thhat 

adds up to nearly 

two millioon 

visitors a year. 

Plus, because 

bothh 

authority 

sites linkk 

to us and nicherelevant 

sites 

link too… 

it 

improoves 

our se earch enginne 

rankingss, 

driving huundreds 

of tthousands 

of 

addittional 

visito ors to our sitte 

every yeear! 

BBenefit 

#2: 

You wwill 

enjo oy a constant 

floood 

Of freee, 

word-of-mouuth 

referrrals 

With each new idea and cooncept 

you share, 

wordd 

spreads lik ke wildfire aacross 

the web. 

Eachh 

new friend d you makee 

tells two, tthree 

or 

moree 

friends ab bout you on blogs, foruums 

and 

otherr 

social and d business networkingg 

sites. 

Friennds 

share th heir best reesources 

wiith 

friendds… 

so you u become tthe 

default 

recommmendatio 

on on your ttopic 

of chooice. 

Thaat 

means th housands mmore 

peoplee 

come 

to yoou, 

all free: You never 

have to sspend 

a 

single 

penny on o self-promotion. 

BBenefit 

#3: 

You wi ill bank hundreeds 

of thhousandds 

of dollars 

in “FFREE 

MOONEY” 

eeach 

yeaar 

Nearrly 

two year rs ago, I published 

myy 

very first report 

– Thee 

Internet BBusiness 

Maniifesto. 

It wa as packed with high-vvalue 

contennt. 

19

My aaffiliate 

and joint venture 

partnerss 

drove tenss 

of thousannds 

of peopple 

to my 

downnload 

page to snag a ffree 

copy. And duringg 

that first campaign, 

I paid my 

partnners 

a comm mission on the purchaases 

each oof 

these leads 

made frrom 

me. 

It waas 

a true win n, win, win: People who 

downloaaded 

that ee-book 

rece eived tremeendous 

valuue 

and werre 

thankkful 

to partn ners who offfered 

it to tthem. 

My 

partnners 

and I made m moneey. 

And I ennded 

up witth 

tens of thousands 

of new leads 

and ccustomers. 

Goodd 

for us – ri ight? Wait: : The storyy 

gets better. 

Still Bringing Me M Almost 40,000 Neew 

Opt-Ins A 

Yearr: 

Worth $2 2,160,000 

Todaay, 

nearly tw wo years laater, 

direct links 

to thatt 

downnload 

page still brings me an aveerage 

of 1000 

opt-inns 

a day – nearly 40,0000 

new proospects 

eveery 

year. 

Impressive, 

righ ht? Hang oonto 

your haat: 

This year, abou ut 1.5% of thhose 

prospects 

will maake 

their firrst 

purchasee 

from me. 

That’s 

600new client saless 

in 2008. LLifetime 

Client 

Value: $3,600. Total 

revennues: 

$2,160,000 

All thhat 

from a report r and ddownload 

ppage 

I creatted 

for a maarketing 

cammpaign 

in 

20066! 

My tiime 

investm ment? Zeroo. 

My cost? ? Zero. Thhat 

$2,160,0000is 

like foound 

money 

– FRREE 

money -- to me! 

Do yyou 

think ev ven for a mooment 

that “Marketing as Usual” companiess 

-- 

comppanies 

who ose sites simmply 

shout often unbeelievable 

prooduct 

beneefits 

at 

visitoors 

– get tha at kind of reesidual 

trafffic? 

Do yyou 

think ord dinary businesses 

– ccompanies 

tthat 

don’t have 

a Maveen 

at the 

helmm 

and who fail f to providde 

valuablee 

content annd 

leadershhip 

– bank tthose 

kindss 

of profits 

withou ut spending a penny on 

PPC, SEO 

and two years afterr 

the web 

pagee 

was poste ed? 

Of coourse 

they don’t! 

My nnon-maven 

competitorrs 

have to wwork 

like heell, 

pay throuugh 

the nosse, 

and 

dediccate 

a signi ificant amount 

of time and effort tto 

get everyy 

sale -- and 

their 

resullts 

still aren n’t this goodd. 

Impressive, 

righ ht? There’ss 

more: As a Maven inn 

my industtry, 

I’ve pubblished 

5 

free e-books like 

The Interrnet 

Business 

Manifessto 

since 20006 

… eachh 

of them 

will aalso 

bring me m tens of thousands 

oof 

free opt-iins 

this yeaar 

… and those 

opt-inss 

will mmultiply 

my stream of ffree, 

residual 

income 5 times oveer. 

20

Thenn 

there’s thee 

videos wee’ve 

createdd 

– the veryy 

first one 

we evver 

did wass 

viewed ovver 

100,0000 

times on GGoogle 

Videoo 

in the first 

14 monthss 

alone, annd 

once agaain 

sent us 

lots oof 

new cliennts. 

I could 

take the rest of the year off if I wanted to, , and still 

bankk 

millions – jjust 

from thhese 

residual 

sales aloone! 

By thhe 

way I telll 

you this NNOT 

to bragg. 

Rather, it’s 

to 

undeerscore 

the point that ddifferentiatees 

the maveen 

from the 

“alsoo-rans”. 

Next… 

21

BBenefit 

#4: 

Creating C g highlyy 

effectivve 

onlinne 

ads 

wwill 

becoome 

a bbreeze 

Ask aany 

veteran n copywriteer: 

They’ll teell 

you thatt 

infusing yoour 

sales paages 

with 

crediibility 

and proof p are abbsolutely 

crucial 

to making 

the saale. 

But wwhen 

you are a the mavven 

of your market – wwhen 

your pprospects 

haave 

alreadyy 

expeerienced 

the e tremendoous 

value yoour 

free onlline 

contentt 

brings to ttheir 

lives - 

creatting 

high-re esponse sales 

pages iss 

a walk in the park. YYou 

need noo 

“hype”, 

whattsoever, 

to do it. 

Why? 

Because e your prosppects 

already 

know yoou. 

They knnow 

your sttory. 

They 

havee 

personally y experiencced 

the powwer 

of yoour 

ideas. And A that meeans 

they 

trust and believe 

you long before youu 

ever give them the opportuunity 

to 

buy ffrom 

you. 

And make no mistake: m This 

isn’t 

simpply 

my opinion. 

Here’ss 

a 

screeenshot 

of a recent commment 

on 

the ppopular 

Inte ernet markeeting 

forum 

The WWarrior 

For rum. The title 

of the 

threaad 

is “Is Bra anding Bullssh**” 

… 

In thiis 

post, Bria an Jones veery 

intelligently 

poin nts out that when 

you’rre 

The Mav ven, a produuct 

will sell 

well simply beca ause your nname 

is on it! 

So wwhile 


duke it outt 

and pay thhrough 

the nose to hiree 

the best 

copyywriters 

ava ailable – or suffer lackluster 

conveersion 

ratess 

lesser writers 

give 

themm, 

you autom matically geet 

stratosppheric 

convversion 

rattes 

with simmple, 

convversational 

messaging. 

BBenefit 

#5: 

Your afffiliate 

ssales 

wiill 

skyroocket 

Every online 

authoriity 

is “produuct 

challenged” 

– and ffor 

good reaason: 

It 

takes timme 

and monney 

to creatte 

great 

productss 

– the two most limitedd 

resourcess 

most online 

entreprreneurs 

havve. 

But whenn 

you’re established 

aas 

a trusted 

Maven inn 

your prospects’ 

mindds, 

that 

problem vanishes, ttoo. 

22

Why? Because as a Maven, you’re the trusted authority – and you can direct 

that trust wherever you choose. You can earn huge affiliate commissions 

recommending “OPP” – Other People’s Products to your leads and customers! 

Case in point: In the past month, there have been two major launches in online 

marketing: 1) Stomper’s SMART program, and 2) Frank Kern’s Mass Control. 

My simple recommendation to my opt-in list made my company the top-selling 

affiliate for both of these great products – and we earned more than a quartermillion 

dollars in the past 30 days just for sharing these outstanding offers with 

our readers! 

Benefit #6: 

You will turn your fiercest competitors 

into the most energized and effective 

sales force imaginable 

As an established Maven in your market, you become known for the supreme 

quality of the content and products you produce. 

That means everyone else in your niche – every competitor you have – knows 

that he or she can become a hero to prospects and customers by recommending 

your site, your free content and your products. 

Plus, affiliates know it’s always easier to sell the respected mavens products than 

some anonymous Webmaster that no one has ever heard of before. 

And that means, the number of affiliates and joint venture partners who are eager 

to promote you skyrockets … they send you tens of thousands or even hundreds 

of thousands of new leads and customers every year … and your sales and 

profits shoot for the moon. 

Suddenly, attracting affiliates is easier than falling off a log. Instead of having to 

mount campaigns to attract them … bribing them with over-the-top commission 

rates to get them to promote you … and then nagging endlessly to get them to 

tell their leads and customers about you, affiliates flock to you, eager to 

promote your products at every opportunity. 

Smart affiliates know that it’s only a matter of time for anyone active on their list 

to hear about the latest great maven content being given away for free. So the 

affiliate might as well mail if it’s quality because they get paid. 

Frustration, Hard Work And Marginal Results 

If you’ve ever been frustrated with your progress, confused over tactics, 

overwhelmed with the amount of work you need to get done, or just plain tired – 

is there any wonder why? 

23

Serioously, 

are you y starting to realize yyou’d 

get thhe 

beneefits 

of SEO O, Affiliate MMarketing, 

RReach 

Supeer 

Affiliaate 

Status, Higher Connversion 

raates, 

plus 

moree 

by taking the mavensship 

path? 

It’s ccrazy… 

mos st online buusiness 

ownners 

are 

curreently 

focusin ng on all the 

wrong deetails. 

Unknnowingly 

they’re 

tryingg 

to get the benefits of 

maveenship 

by working w fivee 

times hardder 

than theey 

would 

if they jus st focused oon 

being thhe 

maven off 

their market. It’s s like a taking 

a short- cut in bizzaaro-land… 

iit 

makes noo 

sense. 

If youu 

haven’t made m the prrogress 

youu 

think you sshould’ve…… 

if you’re finding 

manny 

of thee 

tactics yo ou learn harrd 

to implemment…. 

if yyou 

find it diifficult 

to maaster 

all 

thesee 

different online o technnologies…. 

.or if you simmply 

wish yyou 

could mmake 

a lot 

moree 

money tha an you are now while doing thinggs 

you enjoyy 

more then 

your life 

is abbout 

to cha ange…. 

BBenefit 

#7: 

Manyy 

NEW streams 

of incomme 

suddeenly 

beggin 

flowwing 

to yyou 

Imaggine 

this … 

Your tele ephone ringgs. 

It’s the oorganizer 

oof 

a 

major ind dustry confeerence. 

Hee 

wants onee 

hour of 

your time e – to give a keynote aaddress 

at hhis 

upcoming 

event. 

You get First-Class airfare for two. 

A stretch h limo from the airport to the hotel. 

A lavish no-expensee-spared 

suuite. 

Oh – and d a check foor 

$25,000 in advancee 

just for 

saying “Y Yes.” 

A fanntasy? 

Nop pe – it happpens 

to me frequently. In fact I 

havee 

one comin ng up in aboout 

2-3 weeeks. 

Why? 

Because e I’ve established 

myseelf 

as a Maaven 

in 

my inndustry 

– so omeone thee 

conferencce 

organizeer 

knows 

his pprospects 

will w pay to heear. 

And byy 

paying me 

that $25kk 

and givingg 

me all 

thosee 

perks, he e’ll be able tto 

sell hunddreds 

of thoousands 

dollars-worth 

of extra 

regisstrations 

to his event. 

Not bbad 

– right? ? Now, connsider 

this … 

24

My mentor, Jay Abraham gets all those perks plus a tidy $40,000 a day for 

consulting with his clients. 

Better yet: He’s offered a huge chunk of the sales he produces AND even 

ownership in the companies he helps – millions and millions of dollars every 

year. 

And he still turns down 100 or more clients for everyone he agrees to work with. 

Why? Simple: Over the past four decades, Jay has established himself as THE 

MAVEN OF CHOICE for business owners who are serious about creating 

quantum growth. 

I could go on and on about the benefits that flow to you when you become the #1 

Maven in your market – but by now, I’m sure you get the picture. 

Failing to become a Maven … 

� Dooms you to obscurity and invisibility. 

� Sentences you to spending a fortune to generate traffic, leads and sales 

that Mavens get for free. 

�Condemns you to working much, much harder for much, much less. 

And on the other hand, taking the steps required to become a Maven in your 

industry … 

� Lifts you head and shoulders above your competition and gets you the 

attention you need to explode your business. 

� Empowers you to attract massive traffic, new leads, new customers and 

new profits without spending a single red cent on PPC, SEO or paid 

advertising. 

� Multiplies the money you earn for each hour you work – and allows you 

to work fewer hours to earn more money. 

So – are you ready to take your first steps towards Mavenship? 

Are you ready to let Jay and me lead you through YOUR Maven Matrix? 

Yes? 

Good answer! 

Let’s get going … 

Rich Schefren 

25

How to Become a Market 

Maven in 11 Easy Steps 

“The greatest danger for most of us is not that our aim 

is too high and we miss it. Rather, it’s that we aim too 

low and we reach it.” 

-- Michelangelo 

Rich and Jay here. Let us get right to the point. 

Give us a half hour of your time, right now... just 30 minutes... 

and we’ll give you a blueprint you can begin using immediately to grow 

your business faster than you ever thought possible. 

Together we’ve developed a brand-new approach to marketing 

and business-building that is lightyears 

beyond our previous 

discoveries, strategies and 

methods. 

Put simply: It’s a 

step-by-step process that 

not only shows you how 

to become a maven in 

your marketplace, but it 

literally forces you to 

become one. 

This process allows you to 

quickly identify your strengths, gain the trust of your market and, with 

very little time, effort or money, become the dominant authority in 

your market niche in 6 to 12 months. 

That may sound like a big promise, but allow us to tell you why 

it’s absolutely possible. 

One reason is: We’ve done it ourselves– and We’ve done it 

for literally thousands of our clients. And many of these multimillionaires 

were way further behind then anyone reading this. 

Rich here, with a personal story…You see, when I got out of 

college, I didn’t have much money and I had just taken over a failing 

clothing store. So my disposable income was really just a few hundred 

bucks a month. 

26

Then I came c acrooss 

one off 

Jay Abraham’s 

adss 

for a homme-study 

proggram. 

I ha ad never sseen 

anythhing 

like itt 

before, it 

promised 

so muchh 

that I despera ately wantted 

because 

I thougght 

it could 

give mee 

the 

marketing 

edu ucation thhat 

I despeerately 

neeeded. 

I finally pulled the 

trigger bbecause 

oof 

the risk-reversal 

tthat 

Jay 

offerred. 

I figu ured I hadd 

nothing to lose annd 

everythhing 

to gain 

so I put 

it alll 

on a cred dit card. 

That wa as a lot of money foor 

me thenn. 

It was a $5,000 course if I 

paidd 

for it in full f – or $5500 

down and 12 payments 

oof 

$500. This was 

14yeears 

ago! 

I took the 

paymeent 

plan. CCombined 

with the rrisk 

reverssal, 

I 

kneww 

I wasn’t t really rissking 

anytthing, 

but the long- term paymment 

plan 

certaainly 

helped. 

When I got Jay’s materialss, 

I was coompletely 

blown awway. 

I wonde ered why I hadn’t been 

taughht 

this typpe 

of practtical, 

resuults-based 

marketing 

and bussiness-building 

strategies 

in sschool, 

or 

in thhe 

elite bu usiness consulting 

ccompany 

I had workked 

for. 

I devoured 

the enntire 

coursse 

and appplied 

Jay’ s concepts 

exactly 

as instruucted 

to mmy 

failing 

clothing 

businesss 

-- and 

immeddiately 

myy 

income 

skyroccketed. 


business 

growthh 

was amaazing. 

Simplyy 

by applyying 

the 

conceppts 

that arre 

the 

forerunnners 

of TTHE 

MAVEN 

MATRIIX, 

we 

went ffrom 

$1.5 million too 

$7.5 mmillion 

in 3 short 

years. 

NNeedless 

to 

say, myy 

disposabble 

incomee 

grew 

fromm 

a few hu undred dollars 

a moonth 

to about 

$50,0000 

a monnth 

– and 

my llife 

has ne ever been the samee 

sense. 

Over the 

years, I must havve 

spent a minimumm 

of $100,000 

on 

Jay’ss 

material ls and proograms 

– bbut 

every penny retturned 

at least ten 

timees 

the inve estment pprobably 

mmore 

like 1100 

times the invesstment. 

27

Fast-for rward elevven 

years: : I appliedd 

Jay’s andd 

my own original 

ideas 

when I began coaaching 

clieents 

in building 

theiir 

offline aand 

onlinee 

businesses. 

A lot of whhat 

I did wwas 

througgh 

trial annd 

error. 

Neverth heless, I helped 

my clients addd 

an averrage 

of $11.8 

millionn 

a yeear 

to their 

sales – aand 

grew my own ccompany 

ffrom 

zeroo 

to $7.5 

million 

in jus st 12 months. 

But rece ently I reaalized 

thatt 

all 

of mmy 

most su uccessful clients 

sharred 

a set of o strategiies, 

tacticss, 

and approaches. 

So, I ccalled 

Jay 

in exxcitement 

t, and wheen 

he 

finallly 

went th hrough hiss 

case 

studdies 

he fou und a simiilar 

pattern. 

That confirmedd 

that I 

was right. 

That jum mp-started 

an 

intennsive 

colla aboration between 

the ttwo 

of us. . Each andd 

every 

nighht 

for the last l few mmonths 

we’vve 

been ge etting on tthe 

phonee 

to 

disseect, 

analy yze, and thhen 

systemmize 

eachh 

new distinction, 

eaach 

new 

marketing 

pla ay, and eaach 

new taactic 

we coovered. 

We both h now beliieve 

we'vee 

literally created thhe 

Master Key to 

Markket 

Domin nance. Takking 

what Jay and I have beeen 

doing aall 

these 

yearrs 

– and optimizing 

o it into a rradically 

nnew 

approach 

that 

systtematizes 

s, simpliffies 

and aaccelerattes 

the cooncepts 

annd 

strattegies 

tha at have maade 

ourselves 

and oour 

clientss 

wealthy, , dominant 

and preemptiv ve in theirr 

markets.. 

We ccall 

this new 

streammlined 

appproach 

Thee 

Maven MMarketing 

Intensivee. 

And the very first step in the proocess 

is thhe 

Maven Matrix. Itt’s 

printedd 

on the 

next page... 

Can n A Onne 

Page 

Doocumeent 

RReally 

Tran nsformm 

Youu 

And Yourr 

Business? 

? 

In a word… YE ES! 

28

The best way to get your head around it, is to think of The 

Maven Matrix like a deed, a title of ownership to a piece of real-estate. 

The only difference is where the property exists. Because The Maven 

Matrix is your deed to a piece of Mental Real-Estate. 

Our promise to you is this: by the time you finish this Manifesto, 

your Maven Matrix will be complete. And when it’s done it’ll reveal 

your unique and optimal identity (and pathway) to staking your claim 

in your market’s most desirable segments of mental real-estate. 

And that’s more 

important than ever 

before. Because your 

messages first have to 

get through all the clutter 

and noise. And then once 

you’ve got their attention 

you still need to get them 

engaged in your message 

in order to respond to 

your call to action. 

The good news is 

leveraging your Maven 

Matrix is the fastest, 

lowest cost, and most 

result-certain method to 

exponentially grow your business. Because in a very short time your 

niche will have a clear perception of who you are, why they ought to 

do business with you, and how you fit into their world. 

And here’s the best part each time you use your Maven Matrix – 

whether by blog, email, rss, pay per click, video, podcast, or whatever 

else…Your messages will begin to have a residual effect, layering on 

top of itself on anyone who get exposed to it. Until…BINGO!, you 

notice you’re the supreme and dominant maven of your market. 

Leveraging The Latest Research In Neuroscience To 

Secure Your Preeminent Positioning As The Supreme 

And Dominant Maven 

In order to fully appreciate the power of your maven matrix…let’s talk 

for a moment about brains… yours and mine. 

For starters, there’s a part of the brain named the reticular activating 

system (RAS). It’s believed to be the center of arousal and motivation 

in all of all animals and humans. 

29

But the RAS has another function, and as business owners it’s one of 

the most important part of our clients and prospects brains. 

Before I explain this crucial function… Have any of these experiences 

ever happened to you? 

Situation #1 

You just bought a new car, or you just got interested in a car… and then 

all of sudden you start seeing the car all over the place. Now, obviously 

the cars have always been there, but you didn’t notice them before, and 

now all of sudden you do. 

It happened to my wife Debi when she was pregnant. All of a sudden 

Debi started noticing pregnant women all over Manhattan. Now once 

again, the pregnant women were there before and they’re still there, but 

she noticed a lot more pregnant women when she was pregnant. 

Situation #2 

You’re at a part, and you are deeply engrossed in a conversation with 

another partygoer. Of course, there are lots of other conversations going 

on too, and you hear like a murmur of all the other conversations. 

You’re really not making out what the other people are saying because 

you’re paying attention to the conversation that you’re in. 

But then all of a sudden your full name is mentioned in one of those 

periphery conversations. In an instant 

your attention shifts to where you 

heard your named mentioned. 

So, what’s going on here? 

You see, your brain is continuously 

taking in millions of pieces of 

information, but your conscious mind 

could never handle it – so there needs 

to be a filter to keep you sane. 

That’s where the RAS comes in. 

It’s the part of your brain that decides what you notice or not. It makes 

the decision in a fraction of a mili-second based on what you already 

have in memory. 

30

Thatt’s 

why you u hear youur 

name dduring 

your 

conversaation 

at a party or 

why you notic ce that neww 

car you’rre 

considering 

purchhasing, 

or anything 

that you all of f a suddenn 

noticing aaround 

yoou. 

Des signed TTo 

Be Th The Centter 

Of Attentionn 

The Maven Ma atrix leverrages 

every 

new disscovery 

abbout 

whatt 

triggers 

the RAS (retic cular activvating 

systtem). 

Thaat’s 

why it’s 

so increedibly 

powerful. 

Simply 

review w the followwing 

pagee 

with Thee 

Maven MMatrix 

on it. 

Then 

workk 

through the remaainder 

of the 

report, , making ssure 

to take 

the 

timee 

to really define yoour 

mavenn 

positioning 

points. . 

Wheen 

you’re through…y 

t you’ll havee 

your owwn 

individuual 

recipe to stake a 

permmanent 

cla aim insidee 

the mindds 

of your prospectss 

and your 

clients. 

And the RAS will w always 

notice yyou 

as impportant 

– sso 

your mmessages 

will always be e read firstt, 

your offfers 

will geet 

prefereential 

conssideration, 

, 

yourr 

reputatio on will be defended in every nook and cranny off 

the 

interrnet, 

and all of this will servee 

to multipply 

your earnings 

immmediately. 

Therre’s 

one more m benefit 

to tell yyou 

aboutt…. 

Thee 


Placebbo 

Effecct 

SSeth 

Godinn 

recently wrote a 

bblog 

post wwhere 

he wwrote 

the 

foollowing… 

“WWhy 

do soome 

ideass 

have 

mmore 

curreency 

than others? 

BBecause 

wwe 

believe they 

should. 

Whhen 

Chris Anderson 

oor 

Malcolmm 

Gladwell writes 

aabout 

something, 

it’ ’s a betterr 

iddea 

becauuse 

they wwrote 

aabout 

it.” 

BBy 

using thhe 

Maven Matrix onn 

thee 

followingg 

page youu 

also 

leverage 

the incredibly i powerful placebo eeffect. 

Youur 

clients wwill 

get 

better 

results… 

your prrospects 

wwill 

have a higher reegard 

for yyour 

prodducts 

and informatioon… 

you’lll 

actually have yourr 

market eextending 

31

your reputation for you. It’s incredibly powerful and it’s just another 

benefit of using your Maven Matrix in all your communications. 

32

Mavens Are Made, Not Born 

What most people fail to understand is that market leaders (Mavens) 

are MADE, not born. 

There are literally THOUSANDS of ordinary business 

people – once virtually “nobodies” in their markets – who have 

become Mavens and now enjoy success far beyond anything 

they imagined possible. 

These new Mavens have better positioning... better personal 

branding... not more knowledge or expertise. 

They either consciously or unconsciously stumbled upon the secret to 

enormous marketing success. 

For example: Do you 

honestly believe that Dr. Phil is 

the best, most highly trained 

psychologist in America? 

He may not be the best, 

but he is certainly the best paid – 

by 20, 50, even 100 times. 

The difference between Dr. 

Phil – with his multi-million-dollar 

TV contracts, bestselling books 

and celebrity clients – and the 

average neighborhood shrink has 

NOTHING to do with his 

knowledge or credentials. 

It has to do with his positioning, his superior personal branding, his 

willingness to tell his own story. In short: his visibility in his marketplace. 

And here’s the good news. You can easily do the same thing with your 

business or startup. 

There are some very simple, easy, proven strategies you can use right 

now to go from “invisible” to “visible” in any market – and very, very 

quickly. 

Best of all: All you have to do to lay the groundwork is to complete 

The Maven Matrix. 

34

Matrix Step #1: 

Gain Your Market’s Trust 

As we already stated, we are now living in a copycat world where most 

products and services all look alike -- and almost everyone’s conventional 

marketing messages seem exactly the same. 

No one stands out as really being the supreme choice. 

Prospects can’t tell who is really competent, who has their best 

interests at heart, who they can and should trust with their purchasing 

decision and with all future purchases. 

As a result, they rely upon expert advisers ,friends, and what’s already 

familiar to guide them in their purchasing decisions. 

But this blurring of differentiation, this replicating of one 

mundane marketing message after other, is actually an 

enormous opportunity. 

It’s an opportunity because it allows you the chance – ignored by 

99.9% of other marketers -- to assume the preeminent role in your market. 

You can almost instantly install yourself as your market’s dominant 

Maven, its go-to source, the person and/or company with the best, most 

authoritative information, the most important information, and it starts with 

just one thing: CARING MORE. 

If you can show your prospects what they should be doing 

differently to solve their problems... fill their needs... or achieve 

their goals... you’ve just begun the process to win their trust. 

And if they trust you, they will look to you for advice and purchasing 

solutions for their problems. 

Imagine how much 

more business your 

online and offline 

marketing could be 

doing if people 

automatically and 

totally trusted your 

advice and purchasing 

recommendations. If 

they didn’t hesitate for 

a moment to commit 

themselves to purchase 

what you offered. 

It could 

realistically double, 

35

edouble; 

even redouble r aagain 

the results yoou’re 

curreently 

seeinng. 

You coould 

see salees 

skyrock ket – and your incoome 

multipply 

accorddingly. 

WWhy? 

AAll 

your ma arketing iss 

respecteed; 

thus itt’s 

believed, 

enthusiastically 

embracced 

and re espondedd 

to by thhe 

marketplace. 

SSo, 

how do o you starrt 

gaining their trustt? 


proces ss starts wwith 

empathy. 

You nneed 

to arrticulate 

yyour 

niche’s 

problemms 

better than theyy 

have. Proospects 

haave 

to bellieve 

you ccare 

beforre 

they’ll ccare. 

Iff 

you don’ ’t already know 

your market’s 

“p pain pointss” 

you’re marginaliz zing your 

results. . You abso olutely muust 

do somme 

detectiv ve work too 

find theem. 

Do ke eyword 

researcch, 

read th he most 

popularr 

blogs in your niche, 

go to foorums 

and d see wheere 

people need help p, go to 

Amazonn 

and ana alyze the 

commeents 

buyer rs had to 

share aabout 

wha at they likeed 

and diddn’t 

like in the bookks 

coverinng 

your ma arket. 

AAfter 

you’v ve got a lisst 

of the mmarket’s 

pain p points 

– 

you neeed 

to synt thesize theem 

into 

a blankket 

statem ment, or evven 

betterr 

a personnal 

story oof 

your owwn 

that 

illustrattes 

your understand 

u ding of theeir 

frustraations. 

WWhen 

your r market ccan 

see thhemselves 

in your story 

– youu’ve 

just 

securedd 

their att tention 

HHere’s 

your 

first stepp: 

1- Desc cribe the biggest problemss 

people in your mmarket 

faace, 

and the frusttrations 

tthat 

comee 

along wwith 

themm. 

(If yoou 

don’ ’t know tthem… 

it’ ’s time too 

do some 

purposseful 

surfi fing) 

2- Sort t your listt 

of probllems 

+ frrustrationns 

in choorologicall 

sequ uence. WWhich 

probblem 

usuually 

commes 

first, what 

prob blem usuaally 

follows 

that, and so oon 

until yoou 

have 

your r problemm 

list fromm 

first prroblem 

too 

last. 

3- Com me up withh 

at least 

three wways 

to arrticulate 

these 

prob blems bettter 

thann 

your proospects 

hhave. 

(It’ ’s not as 

hard d as it mig ight sounnd… 

noboody 

sits aaround 

trrying 

to 

36

come up with better ways to describe a problem, so 

thinking time will give you a huge advantage here. 

4- Take your best attempt and insert it in the space provided 

below. 

In case you are having any challenges getting your head around this 

here are a few examples to give you a better perspective and make it 

easier for you to do for yourself. 

Rich: In the Internet Business Manifesto: The problems stemming 

from running a business as an opportunity seeker as opposed to a 

strategic entrepreneur. Problems highlighted in the report 

were…buying lots of products but hardly using any in their 

entirety…hopping from one hot idea to the next…a business model 

requiring hundreds of separate jobs to do…having a strategy of 

sameness…not leveraging time to it’s highest and best use…mistaking 

out-tasking for out-sourcing…etc… 

Jay Abraham: Business owners risk so much for their businesses and 

yet almost all of them fail to take advantage of all the opportunities 

and assets that exist within their own enterprises. In your business 

right now there are overlooked opportunities, hidden assets, and areas 

screaming to perform better if you would feed it which is an absolute 

tragedy – especially if your business situation is even remotely 

stressful. All of these business challenges stem from the standard 

myopic perspective on business – the “tunnel vision” of the owner 

because he/she is not aware of all the tactics that are currently 

working in other industries. 

Jim Cook: It’s smart for investors to be worried about rampant 

inflation and to be concerned about not knowing how to invest in hard 

money, like gold and silver coins. But you need to be careful because 

practically every other gold and silver coin dealer out there uses highpressure 

sales tactics and tries to get you to make big commitments 

right up front because their plan is to churn your account. I’d rather 

you start small, and get comfortable first. 

Now it’s your turn… 

37

Your “I Feel Your Pain” Story 

Purpose Process 

Gain Your 

Market’s Trust 

Clearly articulate your market’s hopes, fears and problems. Feel 

its pain. Identify gaps in service or quality. State the problem 

better than anyone. 

38

Mattrix 

Steep 

#2: 

Estabblish 

Yoour 

Maaven 

PPersonna 

"Leeaders 

achieve 

efffectiveneess 

largely 

through 

the stoories 

theyy 

relatee...Storie 

es must in 

some wway 

help audiencee 

membeers 

to thinnk 

throu ugh who tthey 

are. ..and frame 

futurre 

options.” 

-- Howward 

Gardner, 

Leaading 

Minnds 

MMavens 

are e market leaders beecause 

theey 

are truusted... 

annd 

they are 

trusted, 

in part, because tthey 

have secured ttheir 

piecee 

of mentaal 

real-esttate 

in the mminds 

of their 

markket. 

In othher 

words your targeted 

prospects 

and 

clients feel like they 

know you. 


question 

then iss 

this: Hoow 

do thouusands 

of people whho 

you neever 

meet gett 

to know you? Howw 

do theey 

at leastt 

feel as if 

they know you personallly? 

That is wwhere 

the 

secreets, 

methoods, 

strateegies 

and techniquees 

of THHE 

MAVENN 

MATRIXX 

and ppersonal 

bbranding 

comee 

in. 

In a marrketing 

conteext, 

people 

can onlyy 

get too 

know a Maven 

throuugh 

the COONSISTENNT 

charaacter 

role or personna 

that tthe 


projects 

through 

his or her 

commuunications. 

. Yet mostt 

of 

you prooject 

abso olutely no character persona, whatsoevver 

to youur 

market 

right noow. 

Chang ge that onne 

element 

alone annd 

your marketing 

impact 

willl 

skyrockket. 

A persona isn’t a fabbrication. 

Rather, itt’s 

a distilllation... 

a public 

presenttation... 

th hat allowss 

you to coommunicaate 

your essential 

beliefs, 

values 

and staandards 

in n an efficieent 

way. 

AAn 

effectiv ve Maven ccharacter 

persona ccombines 

the elemeents 

of your 

own peersonality 

(your ownn 

strengthhs 

and, sometimes, 

even weaaknesses) 

... 

with those 

traits that resonate 

mostt 

effectiveely 

with yoour 

markeet. 


reason n why certtain 

TV shhows, 

movvies, 

and nnovels 

beccome 

blockbuusters 

-- and a otherss 

simply bbomb 

– is often due to the chharacters 

involved. 

Think Columbo, C House, Giill 

Grissomm 

on CSI, Rocky, Raambo, 

Harrisoon 

Ford in Indiana Jones, 

Mattt 

Damon as Jason BBourne. 

39

Inn 

the ente ertainment 

world, itt’s 

commoon 

knowledge 

that if 

the market 

doesn’tt 

connect with the ccharacterss 

in a TV sshow, 

film or novel, they will 

never ssell 

well. 

Inn 

fact, if audiences 

a like the ccharacters, 

they will 

often tolerate 

a lot 

of 

negativves 

– such h as poor pplots 

or suubstandarrd 

special effects. 

TThink 

abou ut that thee 

very nexxt 

time you 

see a mmovie, 

or rread 

a novvel. 

What tyypes 

of ch haracters aare 

you atttracted 

too, 

and why? 

At thee 

same timme, 

think about 

what t type of ccharacterss 

your clients 

and prospects 

like. 

FFew 

entrep preneurs hhave 

any 

clue abbout 

this. 

YYou 

have to t create a characteer 

for your 

business s that peoople 

will likke 

and comme 

to trus st. You haave 

to 

reveal aaspects 

of f your perrsonality. 

You havve 

to shar re with thee 

public 

who yoou 

are. Th he more you 

do thiss, 

the more 

people will feel tthey 

knoww 

you andd 

trust you 

– and thhe 

faster 

your buusiness 

wi ill grow. 

AAgain, 

Jay and I aree 

not 

advocating 

phoniness. 

Quuite 

the 

oppositte. 

But th he truth is, , a humann 

being iss 

a comple ex reality with manny 

facets that 

can’t be easily 

commuunicated 

in n emails, nnewspapeer 

ads or bbrief 

onlinee 

videos. 

AAs 

a result t, you have 

to selecct 

those chharacter 

trraits 

and sstances 

thhat 

most acccurately 

reflect whhat 

you arre 

attemptting 

to achhieve 

in yoour 

markeet. 

A Word Of Caution: juust 

to be cleear 

– we arre 

not suggeesting 

that you send aan 

email orr 

a letter to your clientss 

and prosppects 

with yyour 

compleete 

bio on itt. 

NNope, 

you make m yourseelf 

known the 

same wway 

an authoor 

makes a character 

known, bby 

your beh havior. In other 

words, , the best wway 

to get cclients, 

prosspects, 

and the 

overall mmarket 

to fe eel like theyy 

know you is by sharinng 

stories wwhich 

illustrrate 

you 

behaving 

congruen ntly with thee 

persona yyou’ve 

chossen 

and deffined. 

In writingg 

they say “Show; doon’t 

tell.”A character ddescription 

describes wwhat 

kind oof 

person yyour 

charac cter is. But your story mmust 

demoonstrate 

whaat 

kind of pperson 

he iss. 

OOne 

final no ote from thee 

world of ficction…You’ll 

be more believable if you’re noot 

perfect. A useful fla aw in your ccharacter 

mmakes 

you mmore 

intereesting 

and ggive 

you a hhook 

so you ppenetrate 

deeply 

into tthe 

minds oof 

your markketplace. 


marketpplace 

then ssees 

you as bbeing 

“huma an” and reaal. 

40

BBy 

researching 

our 

respecttive 

client files we’vve 

identifieed 

more than t 24 

commoon 

charact ter “types” ” 

or distinctions 

(there 

are 

lots moore!) 

that resonate 

with almmost 

any market orr 

niche yyou 

wish to o 

dominaate. 

BBut 

the tru uth is, 

there are 

as man ny Maven 

personaas 

as ther re are 

unique individuals. 

You 

can creeate 

your own o – or 

mix andd 

match different d 

personaas 

for you ur unique 

hybrid. 


charac cter distincctions 

below 

are meerely 

listed 

to stimuulate 

yourr 

own creeative 

pro ocess. It’ss 

like being 

at the bbuffet 

table 

of businness 

succeess 

– you ssimply 

pick 

the partts 

that aree 

right for you and yyour 

markket. 

11. 

Conf fident, Tyycoon, 

big 

business 

buildeer 

• Workaholic 

W , always looking 

forr 

the nextt 

big deal, conceitedd 

• 

22. 

The Puppeteer 

behindd 

the sceenes 

• Ca alculated, mysterious, 

workss 

in the shadows 

• Ev veryone kknows 

thiss 

character 

is powerrful 

(or ricch, 

or smaart, 

or r any otheer 

trait) buut 

not exaactly 

sure how 

33. 

The Researchher 

• Cu urious, haard-workinng, 

impulssive, 

and ttruth 

findeer 

• In ntrovertedd, 

confidennt, 

persisttent, 

passiionate 

44. 

The Well-Placed 

Intelligent 

Soource 

• Sh hows you what’s haappening 

bbehind 

thee 

scenes 

• Co onfrontational, 

has high-stanndards, 

• Demandingg, 

determined, 

forceeful, 

organnized, 

andd 

disciplineed 

55. 

The “Self-Maade” 

Man/Womann 

• 

66. 

The Contrariaan 

77. 

The Eccentricc 

• En nthusiastic, 

make yyour 

own rrules 

41

• Ha ates to be lumped 

in wwith 

the rest 

of a groupp; 

values his 

uniqueneess. 

• Generous, 

aanimated, 

, unconventional, 

and 

adventturous 

88. 

The Iconoclaast 

• no ot concerrned 

with w tradittion 

99. 

The Angry Man 

• Ar rgumentative, 

se elf-righteoous, 

ex xcitable annd 

so ometimes 

am musing insider 

110. 

The e 

Prod digy/Gennius 

• In ntrovertedd, 

super 

in ntelligent, 

co onfident and 

ag ggressive 

111. 

The fun guy 

112. 

The e Voice/FFace 

behind 

the orrchestra/ 

/organizeer 

113. 

The e Synthessizer 

114. 

The e Importeer/from 

oone 

indusstry 

to annother 

115. 

The e Outcast: 

116. 

The e Commonn 

Man: 

117. 

The e Intellect: 

118. 

The e Advocatte 

119. 

The e Mad Scientist 

220. 

The e Supreme 

Possibiility-Optiimist 

221. 

The e Futuristt 

222. 

The e Absent Minded PProfessorr 

223. 

The e Wizard 

224. 

The e Family MMan 

YYOUR 

MAV VEN ASSIGNMENTT: 

Now, tthink 

abouut 

your owwn 

currentt 

Maven persona. . Ask yourrself 

how that persoona 

could d be improoved, 

dimenssionalized, 

refined oor 

redefineed. 

42

Imagine a famous Hollywood actor playing you in a big budget movie. 

How would he or she act? What would the story be about? How would 

they describe the character? 

Next, what type of characters / personas do you think score high with 

your market? What kind of personalities are they attracted to? What type of 

person do they find it easy to like? ? What character persona “voids” exist— 

unfilled? 

WRITE BELOW: fill in a description of your Maven persona, the 

character role that will most closely resonate with your market and 

that is based on your personal strengths, interests and personality. 

Define Your Maven Persona 


Establish Your 

Maven Persona 

Memorable personality traits that make the maven more human 

and familiar in the eyes (and more importantly the minds) of the 

marketplace anchor your persona in the minds of your market 

43


Step #3: 

Develop 

Youur 

MarrketVission 

“You “ are the storyyteller 

off 

your owwn 

life, 

and 

you can 

create your own 

legend or not.” 

—Isaabel 

Allendde 

OOnce 

you have h creatted 

a Mavven 

personna 

that maatches 

botth 

your 

personaal 

strengths 

and ressonates 

wwith 

your mmarket, 

thhe 

next steep 

is to 

developp 

and clea arly state tthe 

elemeents 

of youur 

Market Vision – tthe 

core 

beliefs that guide e your serrvice 

to yoour 

markett. 

FFred 

Smit th of Fedeeral 

Expresss 

developped 

his Vis sion of relliable 

overnigght 

docum ment deliveery 

anywhhere 

in America. 

His slogan beecame: 

Whhen 

it absollutely, 

pos sitively haas 

to be thhere 

overnigght. 

TTom 

Mona ahan developed 

hiss 

Vision oof 

the way y pizza deelivery 

shoould 

be and turned it into a slogan 

and a 

promisee: 

Hot, Pi izza in 30 minutes oor 

it’s freee. 

LLarry 

Pag ge and Sergey 

Brinn 

developped 

their Vision V of a search eengine 

for the Internet 

that ccould 

quickkly 

retrievee 

the most 

relevantt 

web pages 

and staarted 

theirr 

companyy 

in a friennd’s 

garage in 1998. Within a decade itss 

launch, Google is now wortth 

an 

estimatted 

$23 bi illion. 

UUnfortunat 

tely, manyy 

entrepreeneurs 

donn’t 

focus oon 

a Visionn 

for theirr 

markett 

but on th heir busineesses. 

Theey 

fall in loove 

with ttheir 

own products. 

They faall 

in love with theirr 

service oor 

they fall 

in love wwith 

being the fastesst 

growingg 

company 

in the field. 


key to rapid succcess 

as a Maven, hhowever, 

is 

to fall inn 

love withh 

your cuustomers, 

clients orr 

prospects. 

Iff 

you can really livee 

for the contributioon, 

the bennefit, 

the advantage, 

the enrrichment, 

the protecction 

you make in ttheir 

lives, , you’ll achieve 

preeminence 

quickly. 

44

describbed 

above. . 

WWhat’s 

you ur take onn 

what’s go oing on inn 

your marrketplace? 

? How is tthe 

markett 

being dec ceived? WWhat 

mistaakes 

are mmembers 

oof 

the marrket 

makinng? 

What nnew 

develo opments sshould 

peoople 

be awware 

of? 

WWhen 

eithe er of us mmeets 

with clients, thhis 

is conssidered 

ann 

essential 

part of the Maven 

Platformm 

-- meanning 

that eevery 

commmunicatioon 

comes 

from thhis 

frame of o mind. 

WWRITE 

BE ELOW: DDescribe 

yyour 

Visioon, 

your personall 

crusadee 

for youur 

marke et. What yyou 

woulld 

changee 

if you ccould, 

whhat 

custommers 

have e a right to expecct? 

Statee 

the reasson 

why your 

compaany 

exists s. 

Purpose 

Vision for 

the 

marketpplace 

Dev velop 

And ass 

a Maven, 

ppreeminennce 

is the ggoal 

you 

sshould 

strrive 

for in any businness 

oor 

professsion. 

To bbe 

preeminent 

in yourr 

field lifts 

you up to a positionn 

that is 

simply noot 

comparaable 

with 

anyone ellse 

in yourr 

market. In 

other worrds: 

No onne 

else commes 

close. 

YOUUR 

MAVEEN 

AASSIGNMMENT: 

Freed 

Smith, 

TTom 

Monaahan, 

Larry ry Page annd 

Seergey 

Brin all had Vi Visions, 

Yourr 

Markket 

Vision 

Proccess 

Why the coompany 

exissts, 

What iss 

the ultimatte 

goal of thhe 

maven, 

What’s thee 

dream/cauuse 

that others 

want to be a part oof? 

45

Matrix Step #4: 

Tell Your Creation Myth 

“Words are how we think, stories are how we link.” 

-- Christina Baldwin 

Mavens have a story, a personal 

history, and a track record with their 

market. Their success depends upon 

how well they communicate it. 

You have to tell the worldwhy 

you’re in the market you are in. 

You have to reveal your hopes 

and dreams, your current frustrations, 

your personal failures, what you’ve 

achieved so far and what you’re still 

struggling to achieve. 

Do that – with honesty and 

passion – and you’ll achieve success 

beyond anything you could ever expect. 

Fail to do that – become just one among hundreds of also-ran, “metoo” 

businesses – and you’ll become a commodity forever cutting your 

prices. 

Tom Peters puts it this way: He who has the best story, wins. 

It’s that simple. 

Think about the classic Maven stories we’ve all heard. 

We’ve all heard how Bill Gates shrewdly purchased an operating 

system (86-DOS) from a Seattle software company and then licensed it to 

IBM as the operating system for its new PC. 

What about Phil Knight? Who hasn’t heard the tale of how Phil 

Knight, a University of Oregon track star, and his coach began 

experimenting with a waffle iron to make his own running shoes? The 

company he founded, Nike, ended up bequeathing him a personal fortune of 

$9 billion. 

Of course, everyone knows the story of Steve Jobs and Steve 

Wozniak, the co-founders of Apple Computers – how they made personal 

computers in a Menlo Park garage that became the Apple. 

Companies thrive on the basis of the stories they tell. How do we 

know the stories above: Because Bill Gates, Phil Knight, Steve Jobs and 

Steve Wozniak TOLD THEM OVER AND OVER AGAIN! 

47

MMavens, 

ab bove all ellse, 

tell sttories. 

Their 

personnal 

story eexplains 

wwhy 

they doo 

what the ey do – annd 

that, inn 

turn, revveals 

why their custtomers 

and 

prospeccts 

should d trust theem. 

YYOUR 

MAV VEN ASSIGNMENTT: 

Think back to hoow 

you foound 

you wway 

into thiis 

market in the firsst 

place. WWhat 

dreww 

you to itt? 

If you jjust 

stumbleed 

into it, what keppt 

you 

there? What do you like aabout 

your market? 

What W do yoou 

dislike? ? 

GGo 

deeper. . Think abbout 

your gr reatest ach hievemennts 

in 

this maarket. 

The en think yyour 

greatesst 

failures. . Be honeest. 

The moore 

honest t you are, the 

more yyou 

will gain 

your 

markett’s 

trust – and the mmost 

trust yoou 

have, the t more yyou 

can ethhically 

adv vise prospeects 

on whaat 

they sho ould buy. 

WWRITE 

BE ELOW: Att 

length, h, explain n how youu 

came 

to be iin 

the bus siness yoou’re 

in. What’s yyour 

perssonal 

storry? 

Whyy 

would other pe eople caree? 

Purpose 

The Creeation 

Myth 

Dev velop 

Your 

Creation 

MMyth 

Proccess 

The STORYY 

about the beginnings of the maven 

and their 

brand -- 

where did it start? Whhy? 

Who were 

the playeers 

involved? 

48


Step #5: 

De evelopp 

Prediictablee 

Behaaviors 

WWhen 

you’ ’re a Maveen, 

peoplee 

feel like tthey 

knoww 

who youu 

are. Andd 

part of knowing someone is being aable 

to 

predict certain be ehaviors, to recognnize 

certain odd traits s about soomeone. 

TThat’s 

why y successfuul 

Mavenss 

developp 

what are e known aas 

“rituals” ” or 

predictaable 

behaviors 

thatt 

customers 

come too 

expect and a even look forwaard 

to. 

OOne 

way to o do this is 

to develop 

a 

uniquee 

style of f communnicating. 


British h novelist CCharles 

Dickenss 

used this 

techniquue 

more than 

a 

centuryy 

ago. 

WWhen 

creating 

his chharacters, 

, Dickens gave eachh 

characteer 

a unique 

verbal “ “tic,” a sp pecial phraase 

or accent 

or wayy 

of beginnning 

a sentence, 

soo 

that reaaders 

could 

instantly 

figure oout 

who wwas 

speaking 

withouut 

Dickenss 

even haaving 

to id dentify whho 

the speeaker 

was. 

You kneew 

as soonn 

as the 

charactter 

began speaking who he oor 

she wass. 

A current example e oof 

this is thhe 

Interneet 

marketeer 

Matt Fuurey 

who ssells 

wrestlinng 

and he ealth produucts. 

Fureey’s 

emaills 

are filled 

with oddd 

spellingss 

(“nekkidd”) 

... his sassy point 

of vieww... 

and his 

trademark 

endingg, 

“Kick Buutt 

- Take 

Namess.” 

more people 

will come to ttrust 

you. 


point is that, too 

solidifyy 

your relaationship 

with your 

markeet, 

you, ass 

a 

Mavenn, 

should ddevelop 

certainn 

ritualistic 

behaviors 

that yoour 

custommers 

and 

prospeects 

can predict. 

TThis 

will help 

them feel 

like theey 

know you. 

The 

more predictable 

yyou 

are, thhe 

51

YOUR MAVEN ASSIGNMENT: Take a moment to think about your 

own predictable behaviors – things you do on a regular basis that people 

who know you expect from you. Matt Furey uses unusual language. I come 

out with an exhaustively researched new report every six months. Jay 

Abraham uses a large vocabulary. 

WRITE BELOW: List a few predictable things you could do with your 

market (or future market). Try to think of special, predictable ways of 

doing things – trademark acts that really “brand” you as a “one of a kind” 

individual. 

Identify Your Predictable Behaviors 


Predictable 

Behaviors 

Unique things you do or say (or could…Or should start 

doing/saying) that your market expects In other words they are 

predictable – and just like you can predict how a loved on or close 

friend is going to behave you want the market to feel they can 

predict your behavior. 

52


Step #6: 

Becomme 

a PPolariziing 

Figgure 

“In classical 

tiimes, 

whhen 

Ciceroo 

had finished 

speeaking, 

tthe 

people 

said, ‘ How well 

he spokke.’ 

But wwhen 

Demmosthenees 

ha ad finisheed 

speakking, 

theyy 

said, ‘LEET 

US MAARCH.’” 

- Adlai Steevenson 

CChanging 

People’ss 

“Flawedd” 

World As They Know It 

PPart 

of standing 

for somethingg 

is to staand 

against 

somethhing 

else. 

SSuccessful 

Mavens ooften 

are polarizing: 

They 

annouunce 

to the wworld 

that t customers 

should not tolera ate certainn 

low 

standarrds 

of serv vice... shooddy 

productts... 

misle eading 

advertising... 

and d the people 

and bussinesses 

who w practiice 

them. 

Inn 

other wo ords: 

Successful 

Mavens 

usuallyy 

have 

a stronng 

point of o view. 

AAfter 

all, people 

flocck 

to 

them too 

hear the eir OPINIOONS 

of 

the market 

niche e they are in – and the strongger, 

moree 

direct, mmore 

passionnate 

those e opinions are, the mmore 

theyy 

resonatee 

with the market. 

TThis 

doesn’t 

have too 

be as negative 

as it sounds. 

You donn’t 

necessaarily 

have too 

“name names,” 

buut 

you shoould 

definitely 

defennd 

the interests 

of 

your cuustomers 

and a prosppects 

by deenouncingg 

what neeeds 

to be denounceed. 

CChase 

Ravell 

was a no-nonsennse, 

hard-nosed 

buusinessman 

who weent 

from prroject 

to project. p Jaay 

discoveered 

that Chase hadd 

spent hiis 

whole life 

studyinng 

all the emerging e small andd 

medium business trends that 

were huge 

moneymmakers. 

CChase 

was s also opinnionated. 

He called things likke 

he saw them. Hee 

praisedd 

some com mpanies aand 

denouunced 

otheers. 

SSo, 

Jay use ed this poolarizing 

quality 

to hhelp 

position 

Chase as a Maveen. 

Jaay 

and Ch hase creatted 

a repoort 

called, Who’s Maaking 

a Buundle? 


report highlighteed 

Chase as this noo-nonsensse 

guy whoo 

didn’t 

waste a moment t of his timme 

on sommething 

that 

wasn’t the absolute 

highest 

53

payoff for the least amount of time -- and revealed that he had done the 

research and had the tough businessman perspective on things that no one 

else had. 

That Maven positioning, along with the proper marketing techniques 

that go with it, catapulted Chase’s business into the stratosphere. 

The name of his business was Entrepreneur Magazine – which is now 

an international publishing conglomerate with hundreds of millions in sales. 

When done right, taking strong, polarizing opinions will win you 

followers (as well as enemies) – and create monster levels of financial 

success. 

YOUR MAVEN ASSIGNMENT: As a customer in your market, what 

would you change? How would you improve things? What’s wrong? What’s 

needed? What’s missing? 

Think of yourself as a reformer. Launch a consumer crusade. What 

would it look like? If you could address a professional association in your 

market, what would you say? What would you DEMAND? With your 

superior knowledge of your market, how would you advise inexperienced 

prospects? 

Mavens take strong positions. Chase Ravell called businesses the way 

he saw them. Matt Furey (a Chinese kung fu and wrestling champion) 

denounces most trendy exercise programs, from aerobics to weightlifting. 

Virgin Airlines CEO Richard Branson is notorious for his irreverent, even 

outrageous stands on the airline industry. 

WRITE BELOW: List the worst aspects of your market, the 3 or 4 

things you plan on changing with your products or services. Think of what 

you would denounce in your industry, the frank advice you’d give your 

customers. 

Articulate Your Polarizing Point Of View 


Polarizing point 

of view 

Views that will resonate with your target clients but might offend 

others. It separates your market into believers and non-believers. 

The denunciation of companies and practices in your market that 

are cheating your customers out of the value they should expect. 

54

Mattrix 

Steep 

#7: 

Develoop 

Youur 

Ownn 

Phrasseologgy 


are e market leaders, eexperts, 

auuthorities 

in their fields. 

AAs 

a result t, they deffine 

the termms 

of the debate... 

set the standards... 

engineeer 

the solu utions. 

PPart 

of this s 

processs 

is to dev velop 

your owwn 

“technology,” 

your unnique 

phraseoology 

and ways 

of preseenting 

you ur 

understtanding. 

YYou 

take certain 

words aand 

make them 

yours. TTony 

Robbins 

is a 

classic example of o this. 

Tony wwas 

trained d in 

Neuro-Linguistic 

Programmming 

(NLP). 

HHe 

modifie ed some off 

the conccepts 

slighhtly 

and reenamed 

it Neuro 

Associaated 

Conditioning 

(NNAC). 

TTony 

took another cconcept 

annd 

called tthe 

Dickenns 

Pattern. 

He took a 

quality concept from f Demming 

and created hhis 

own accronym 

whhich 

was 

CANI (CConstant 

and a Neverr 

Ending IImprovement) 

BBoth 

Jay and 

I use tthis 

principple 

in our own workk 

– with trremendously 

powerfuul 

results. 

Jaay 

either develops his own phraseologgy 

– such as X Factoors 

or 

Protégéé 

and Men ntor Prograams 

– or he populaarizes 

obsccure, 

technical 

terminoology 

so that 

everyoone 

beginns 

using it.ie, 

“The SStrategy 

OOf 

Preeminence”.. 

MMore 

than 20 years ago, Jay bbegan 

using 

terms like Margiinal 

Net 

Worth, USP, Risk k Reversall, 

Strategiic 

Alliancees 

and Perrformance 

Enhanccement 

Qu uotient (PEEQ). 

Jay made them 

famouss 

in entreppreneurial 

circles decades before b they 

came innto 

vogue with the IInternet 

aage. 

I do the sa ame thing. . I used tthe 

term “ manifestoo” 

when wwriting 

my 

foundattional 

bus siness repoort. 

To thhis 

day, if you speakk 

to anyonne 

in Interrnet 

56

marketing circles and you say, “I’m looking for the Manifesto”, people will 

naturally assume that you’re talking about me. 

Another phrase that I coined for a whole other series of reports was 

“doctrine.” My last report was called, The Attention Age Doctrine. 

The truth is, you can take a phrase or term and make it your own. For 

example, I have stressed that “attention” has become the scarce 

commodity. 

I wasn’t the first person to talk about the scarcity of attention. A 

Nobel Prize winning scientist mentioned it in 1971, the year I was born. 

But I made attention my own. I created the term “Attention Age.” 

Now if you check on Google, there’s something like a 100,000 web pages 

that talk about us being in The Attention Age – and the majority of those 

pages cite me as the Maven who coined the term. 

YOUR MAVEN ASSIGNMENT: Pretend for a moment that you are, 

not merely the preeminent authority in your market, but an actual pioneer... 

a scientist... an explorer. You’ve been given the task of presenting the 

intricacies of your market to beginners – of telling them what they need to 

know and why. 

Now pretend that you actually have to create your own system to 

explain the market. Develop your own terminology, your own system, your 

own explanatory hypotheses. 

Literally write the book (or e-book!) on your market. What would you 

say? Could you find new words, new phrases, to describe different aspects 

of the products or services in your market? Could you organize your market 

better than it’s now organized? Could you prioritize better? Value things 

better? 

WRITE BELOW: Coin a few special phrases for a key aspect of your 

market and write them down. Think of something that could be your 

trademark – something that people would always associate with you and 

your unique approach to your market. 

Develop Your Own Phraseology 


Special 

Phraseology 

Your iconic phrases and terminology that makes you utterly 

unique in your market 

57

Usse 

a Si ignatuure 

Commmunnicatioons 

Chaannel 

PPart 

of dev veloping riituals 

is too 

use a siggnature 

ccommuniication 

channeel, 

a special 

way off 

commuunicating 

with w your 

markettplace 

that t is uniquee 

to you 

as a Maaven 

– wh hether that 

is a 

Mondayy 

morning g email, a blog, a 

video ppodcast, 

or 

a monthhly 

newslettter. 

VVaynerch 

huk, for exxample, 

uses ann 

inexpens sive, low-ttech 

video bblog 

to com mmunicate 

with his 

followers. 


Step #8: 

GGary 

does daily 5- too 

15- 

minute videos on n wine forr 

the 

averagee 

Joe. He ere is a peerfect 

examplle 

of an “o ordinary” bbusiness 

using thhe 

power of mavenship 

to geet 

exponenntial 

resullts 

– and vvery 

quickkly. 

GGary 

is abo out as orddinary 

a guuy 

as you’ll 

ever meeet. 

He ggrew 

up in 

Jersey and helpe ed out in the 

family business, , a modest 

liquor sttore. 

BBut 

Gary saw 

an oppportunity 

to becomee 

a Mavenn 

in a partticular 

niche 

of his mmarket. 

HHe 

saw tha at a lot of his custommers 

weree 

interesteed 

in and would buyy 

more expensive 

wines, but 

they diddn’t 

know much aboout 

wine. Fine winee, 

they felt, 

was for r snobs. 

SSo 

what did 

Gary doo? 

He launched 

his very inexxpensive 

vvideo 

blog, 

www.WWinelibrary 

ytv.com, thhat 

featurres 

his outtrageous, 

sometimees 

profanee 

but alwways-hilarious 

commmentaries 

on wine. 

BBy 

serving and chammpioning 

tthis 

underr-served 

mmarket 

(orrdinary 

wine 

drinkerrs 

as oppo osed to winne 

snobs) , Gary has 

transforrmed 

his faamily’s 

neighboorhood 

liq quor store into a $50 

million ccompany. 

GGary 

is now w a Mavenn. 

He’s “tthe” 

experrt 

on winee 

for the average 

Hee’s 

been onn 

the Conan 

O’Brienn 

show, TThe 

Ellen DDeGeneress 

show, annd 

many 

others. In fact, he’s h gottenn 

so muchh 

attentionn 

recently, 

he now has an agent. 

He’s alrready 

rece eived offers 

from TVV 

networkks 

and major 

cable stations 

because 

they wa ant him to host his oown 

cablee 

or TV shoow. 

(By the 

way, 

later inn 

this rep port I’ll teell 

you how 

you ccan 

meet and hear 

Gary inn 

personn, 

for FRE EE... and 10 otherr 

top Inteernet 

marrketing 

eexperts.) 

59

YOUR MAVEN 

ASSSIGNMENNT: 

Pretennd 

for a moment 

that youu 

are, , not mereely 

the 

preeeminent 

aauthority 

inn 

youur 

market, but an 

actuual 

pioneeer... 

a 

scienntist... 

ann 

explorer. 

You’v ’ve been ggiven 

the ttask 

of pressenting 

thhe 

intricaciies 

of yourr 

market to o beginneers 

– of tellling 

themm 

what theey 

need too 

know and 

why. 

NNow 

preten nd that yoou 

actuallyy 

have to create your 

own syystem 

to 

explainn 

the mark ket. Deveelop 

your oown 

termiinology, 

yoour 

own ssystem, 

yoour 

own exxplanatory 

y hypothesses. 

Literally 

wr rite the boook 

(or e- book!) onn 

your marrket. 

Whhat 

would you 

say? CCould 

you find new wwords, 

neew 

phrasess, 

to descrribe 

differrent 

aspeccts 

of the pproducts 

or o servicess 

in your mmarket? 

CCould 

youu 

organize your marrket 

better tthan 

it’s now n organized? 

Couuld 

you prrioritize 

beetter? 

Vallue 

things s 

better? ? 

WWRITE 

BE ELOW: Cooin 

a speciial 

phrasee 

or two foor 

a key asspect 

of yyour 

markett 

and write e them doown. 

Think 

of someething 

that 

could bee 

your 

trademmark 

– som mething thhat 

peoplee 

would alwways 

assoociate 

withh 

you and 

your unnique 

appr roach to yyour 

markket. 

Ideentify 

Your Signaature 

CCommunicattion 

Chaannel 

Purpose 

Communications 

Channel 

Proccess 

Whenevver 

you heear 

sommeone 

say that beinng 

a 

Mavven 

isn’t foor 

“ordinaary 

businesses,” 

tell them 

aboout 

Gary VVaynerchuk. 

The communication 

chhannels 

thatt 

the markeetplace 

growws 

accustomeed 

to when rreceiving 

infformation 

frrom 

you. 

60


Step #9: 

Cre eate a Velveet 

Ropee 

Commmunityy 

“The deepest d hhuman 

neeed 

is thee 

need too 

be apprreciated.” 

” 

TTo 

be a Ma aven is to the servaant-leader 

of a commmunity. 

TThat 

is thee 

discoveery 

that lie es behind the sociall 

media reevolution 

rrepresenteed 

by 

YouTubbe, 

MySpa ace and Ammazon.comm 

revieweers 

and list-makers. 

. 

Inn 

a world of supersaturated 

ccorporate 

advertisinng 

that noo 

one trusts, 

consummers 

turn to t social mmedia 

netwworks 

– too 

new peeer 

communities 

– foor 

advice. 


de eliberately create these 

commmunities 

byy 

providinng 

their 

custommers 

and prospects p wwith 

valuee-laden 

infformation, 

opinionss 

and advice. 

RRather 

than 

wastingg 

precious resourcess 

on masss 

advertising 

that 

custommers 

delibe erately avooid 

at all ccosts, 

savvvy 

Mavenns 

use sophisticatedd 

strategies 

to eng gage consuumers 

in aactive 

connversationns 

about a given 

markettplace. 

CConvention 

nal adverttising 

is noothing 

moore 

than a monologuue 

– and 

frequenntly 

a rude e and rathher 

loud one 

at thatt. 

Maven marketingg, 

in contrrast, 

is a diaalogue. 

By serving 

their maarkets, 

byy 

putting tthe 

needs of their customers 

above ttheir 

own profit, Maavens 

demmonstrate 

to the maarketplacee 

that theyy 

can andd 

should be b treatedd 

like VIPs – that is, , that theyy 

should gget 

what wwe 

call thee 

“velvet rope” 

treattment. 


have 

the unnique 

abilitty 

to treatt 

people liike 

relevannt, 

importtant 

people, , not mere e consumeers. 

AAnd 

that is s the psychology 

beehind 

the vvelvet 

roppe. 

Anyonne 

who has 

ever goone 

clubbing 

knows, 

or can immagine, 

wwhat 

it’s likke 

to receeive 

VIP 

treatmeent. 

Othe er people sstand 

in line 

for houurs, 

hopinng 

to be alllowed 

intoo 

the clubb 

and allowed 

to paay 

the largge 

cover ccharge. 

BBut 

imagin ne if you could 

just step up too 

the velveet 

rope, bbe 

instantly 

recogniized 

as a celebrity c oor 

VIP, 

and whhisked 

pas st the liness 

of 

ordinarry 

people into the elite 

inner 

sanctumm 

of the club. c You’ ’d feel 

like a mmillion 

buc cks, right? ? 

TThat 

is wha at it shoulld 

feel 

like to be a custo omer of a Maven. 

Mavenss 

treat the eir custommers 

like 

— —William Jaames 

62

VIPs – and constantly invite them to higher and higher levels of service, 

special treatment and quality. 

An example of this principle is Brian . Brian owned a tiny health 

company selling an arthritis product called ICY-HOT. When Jay first started 

working with Brian, their sales were tiny – a mere $20,000 in sales revenues 

from that product. 

But by repositioning Brian as the champion and Maven of the arthritisinflicted 

masses, Jay helped Brian create a trusting, caring relationship with 

his customers that attracted over 500,000 people to buy from him. 

The Maven strategy Jay implemented was based on building 

unbreakable customer loyalty. It worked because 80% of first-time ICY- 

HOT buyers repurchased twelve times or more a year. 

The result: Brian went from $20,000 in sales to $13 million in a single 

year. He then sold his company for eight – that’s right, EIGHT! – figures to 

a large pharmaceutical conglomerate. 

Jay used little-known techniques of Maven branding to create a 

business persona for Brian. 

The truth is, Brian was actually a very fit 40-year-old man. 

But when he created advertorial ads for Brian, Jay used a stock photo 

of a 70-year-old, somewhat cherub-like fellow so readers could identify with 

someone having sensitivity and understanding for arthritis sufferers. 

The ads and letters had headlines that read, “I want you to have 

blessed relief.” It painted a picture of a Maven who had studied all the 

treatments – without saying so, presumably for his own relief -- and found 

one that was as old as could be. 

Brian created so much empathic connection with people that 

customers actually wrote fan letters and loving, appreciative letters. Brian 

became, not a salesman of a health product, but a champion of arthritis 

sufferers worldwide -- their hero. His customers were not merely 

customers. They became lifelong, loyal friends. 

Become the empathic, heartfelt advocate of a long-suffering market 

and you can write your own ticket. 

Your sales will explode – and you will develop an enormous following 

of customers who will remain loyal for life. 

YOUR MAVEN ASSIGNMENT: Imagine your ideal customer. Picture 

him or her in your mind. Someone who raves about your products or 

services. Someone who repurchases from you over and over again. 

63

NNow, 

think k about whhat 

you woould 

do foor 

such a ccustomer, 

how you 

would ttreat 

him or her? Iff 

you 

knew yyour 

dream m customeer 

would mmake 

you X amount 

of 

money each year r, how muuch 

of that money would 

you bbe 

willing to spend to t keep hiim 

or her hhappy? 

Inn 

Jay’s consulting 

work, hhe 

speaks frequentlly 

about tthe 

Lifetim me Value oof 

a 

custommer. 

Once you knoww 

what a customer r is worth to 

you (ovver 

the lon ng term), 

you knoow 

how much m you ccan 

spend oor 

“invest” 

to acquirre 

him or her – and d how mucch 

to spennd 

to keep p them 

deliriouusly 

happy y. 

I have VIP private cooaching 

programms 

as my Velvet Roope. 

Jay hhas 

elite sseminars 

rreserved 

sstrictly 

forr 

top 

CEOs aand 

busine ess leaderss. 

Richardd 

Bransonn 

has a VIPP 

Flying CClub 

for 

frequennt 

flyers. 

WWRITE 

BE ELOW: NNow, 

pictuure 

your ideal VIPP 

servicee 

– your 

“velveet 

rope” treatmen 

t t – that yyou 

woulld 

offer yo your best clients. 

Brainsstorm 

spe ecial giftss, 

bonusees, 

perks, , free offfers, 

and other 

premiuum 

servic ces you wwould 

givve/offer 

tthem. 

WWrite 

dowwn 

a few 

exampples 

below w. 

Ideentify 

y The 

Purpose 

Velvet RRope 

Elemeents 

OOf 

Your 

Veelvet 

Roope 

Proccess 

The elements 

that maake 

your clieents, 

prospeects, 

and staaff 

feel 

special, beetter 

than ouutsiders, 

part 

of a special 

group. 

64

NNew 

research 

reveals 

that the 

best inddicator 

of 

future ssales 

growwth 

is the 

number of “client-evangelissts” 

a bbusiness 

has 

– that is, the moore 

people who recommend 

yoour 

products 

or serrvices, 

thee 

more likeely 

your sales 

will groow. 

WWith 

almos st 

everythhing 

becom ming moree 

advancced 

and co omplex, 

most peeople 

assu ume it 

simply takes too long to 

make the 

right decision d all 

by themmselves. 

TThat’s 

why y prospectts 

put all their trust t in peoplee 

willing to help th hem solve 

their prroblems. 

MMatrixx 

Step # #10: 

Creatte 

Clieent-Evaangelists 

Coonsumers 

today make 

most off 

their impportant 

decisionns 

by seekking 

the 

advice of an expert 

or a 

trustedd 

friend. 

WWord 

of mouth 

is 

growingg 

in imporrtance. 

When ppeople 

tunne 

out 

convenntional 

marketing, 

they 

turn to social nettworks 

forr 

purchasing 

advicce. 


tak ke 

advantaage 

of this s reality 

and levverage 

it fo or 

enormoous 

succes ss. 

BBy 

raising the bar off 

quality, , service or o care farr 

above what 

anyonne 

can legitimately 

expect, thhey 

create a natural “wow” facctor 

that ittself 

buildds 

buzz. 

YYOUR 

MAVEN 

ASSSIGNMENT: 

Think of ways yyou 

can heelp, 

not 

merely your curr rent clientts 

or prosppects, 

but t their cliennts 

or proospects, 

thheir 

friends, , relatives s, anyone they come 

into conntact 

with. . 

66

Think up promotions, giveaways, free reports, and advice hotlines – 

anything that your clients can use to help the people they know. Think 

virally: How can you turn your happy clients into evangelists for your 

products and services, for your cause, for your Vision? 

My affiliates, coaching clients and seminar attendees are my clientevangelists. 

They willingly send out emails and notices to their clients, 

telling them about my services. People do the same with Gary Vaynerchuk: 

His clients frequently send his emails (with links to his latest video) to family 

and friends. Mike Filsaime is so good at what he does, viral marketing, that 

his clients use his viral marketing techniques to spread the word about his 

viral marketing techniques! 

WRITE BELOW: Write down a few ideas of how you can motivate and 

incentivize your clients to spread the good word about how unique, special 

and beneficial your business is. Write them down below. 

List How You Will Create Client- 

Evangelists 


Client 

Evangelists 

Techniques to motivate your clients to spread the good news of 

your superior service. 

67


Step #11: 

Acce eleratee 

the Processs 

with Mentoors 

MMany 

peop ple have sttumbled 

uupon 

the ssecret 

of “ “mavenshiip” 

througgh 

trial and 

error. 

BBut 

by com mpleting thhe 

Maven Matrix, yo ou alreadyy 

have ann 

enormou us 

advantaage 

over most m 

businessses. 

You now havee 

a bluepprint 

that can c guide 

you goiing 

forwar rd. 

WWith 

this Maven M 

Matrix yyou’ve 

cre eated, youu 

could spend 

the next 

several years 

experimmenting 

an nd trying to 

apply the 

princip ples and 

steps WWe’ve 

desc cribed in 

this repport. 

BBut 

fortun nately, thhere 

is an eeasier, 

fas ster, resuult-certain 

way. 

TThat 

is to use u trusteed 

mentorss 

and advvisors, 

whoo 

have alrready 

creaated 

hundreds 

of Mav vens, to heelp 

you immplement 

each of thhese 

stepss 

in an almmost 

effortleess 

way. 

TThat 

is wha at Tony Robbins 

didd. 

He hireed 

Jay to tteach 

him the 

principlles 

of leve eraging ”guru-status” 

– to show 

him hoow 

to mulltiply 

his 

businesss 

success s. 

FFirst 

Tony sold one mmillion 

people 

his beginning 

ccourse, 

Peersonal 

Power, for $199 each. That’s 

$199 million in sales righht 

off the bat. 

BBut 

Tony didn’t d stopp 

there. WWith 

Jay’s guidance, , he then created soold 

ten thoousand 

peo ople a $100,000 

per person mmastery 

prrogram. 

TThat 

workss 

out to aanother 

$ 100 millioon 

in saless. 

NNext, 

Tony y created aan 

ultra-eexclusive, 

elite memmbership 

ggroup 

limitted 

to 100 members total – reemember 

the Velvett 

Rope? - each payying 

$65,0000 

a year to belong. 

BBy 

this tim me, Tony hhad 

so much 

staturee, 

pre-eminence 

and 

respect, , 

people were stan nding in linne 

to “giftt” 

Tony larrge 

interests 

in majjor 

busineess 

projects, 

just to get Tony involved. 

YYou 

see, when w you hhave 

trustted 

mentoors 

helpingg 

you, beccoming 

a 

Maven is really almost a effoortless. 

68

That’s because experienced mentors draw upon your own deepest 

inspirations... your greatest personal strengths... the tasks you instinctively 

enjoy doing... to help you achieve Maven status quickly. 

That’s why most Mavens agree that the process of becoming a Maven 

feels like... removing the parking brake on a new Porsche. 

Once you remove the obstacles, self-defeating behaviors and subtle 

acts of self-sabotage that the typical small business person routinely afflicts 

upon his or her own marketing efforts, then business becomes a joy – more 

like play than work. It also starts multiplying geometrically. 

In fact, the more fun you’re having as a Maven, the quicker your 

success comes – and the bigger your financial rewards. 

YOUR MAVEN ASSIGNMENT: This last assignment may be the most 

fun of all. Whatever field or industry you may be in, there are undoubtedly 

celebrities – big name companies or professionals. Now, imagine you can 

approach these celebrities and partner with them to promote products or 

services in your niche. Think of the status you would instantly achieve if you 

could be aligned with them—whether for advise, direction, fast-tracking your 

results—or endorsement! 

Now, assuming these celebrities have agreed to align themselves with 

your business, what would you have to do to create a project they would 

participate in with you? What resources would you need to make it happen? 

The most successful people all had mentors. I had Jay Abraham as my 

mentor. Bob Dylan was mentored by Woody Guthrie. Richard Branson had 

Freddie Laker (founder of Laker Airlines) as his mentor. Amazon founder 

Jeff Bezos had David Shaw as his mentor. Warren Buffett was mentored by 

economist Benjamin Graham (author of the investment classic, Security 

Analysis). 

WRITE: Imagine you had access to an ideal “brain trust” of mentors 

who could help you achieve maven status. Who would they be? Jot down 

their names in The Maven Matrix at the beginning of this report. 

Identify Your Most Desirable Mentors 

And How You’ll Contact Them 


Mentors and 

advisors 

The guides who understand how to anchor you in the minds of 

your prospects as the preeminent authority and trusted advisor in 

your niche. 

69

Chapter 12 

The Next Step: 

How to Leverage Your Maven Matrix 

Into Explosive Profit Growth 

BEFORE August, 2008 

By Rich Schefren 

Founder & President, Strategic Profits 

In Jay’s Foreword to this e-book, he told you the true story of how an ordinary postal 

worker became the #1 Maven in his industry – with annual sales of $500 million. 

He told you my story, too: How, just two short years ago, I was completely unknown in 

an industry in which I now enjoy supreme Maven status – and that Mavenship also 

causes millions of dollars to flow to me each and every year. 

(Modesty prevented Jay from saying that he has helped more than 10,000 businesses 

in 400 industries use these same proven secrets to multiply their sales, productivity and 

profits-exceeding $7 Billion – and that I’ve personally used these principles to help 

another 2,000 business leaders who harness their power to generate more than $500 

million in sales every year.) 

And most importantly, Jay showed you how no moneymaking tool – no matter how well 

proven or powerful – can help you unless and until you put it to work. 

In my Introduction, I showed you why you struggle to get ahead … that it’s not your 

fault; you’re doing almost everything right. You’ve just been taught a few things that are 

very, very wrong. (But the good news is that everyone else you compete against has 

been taught these, too!) 

You’ve been taught that drawing attention to yourself – standing out from the crowd is 

somehow wrong. And that the best way to build a thriving company is to emulate what 

your largest competitors do. 

I showed you how following that advice forces you into conformity and mediocrity and 

makes you invisible to your best prospects: Indistinguishable from everyone else in 

your market. 

And I demonstrated how becoming a Maven … 

� Abandoning your competitors’ failing high-hype marketing tactics … 

�Purposefully drawing proper, strategic attention to yourself … 

�Establishing yourself as the supreme authority in your market, and … 

�Showering prospects and clients with free content that brings enormous value 

to their lives before you allow them to ever purchase from you … 

Opens the floodgates of growth and profits for you. 

Specifically, I showed you how … 

71

�The search engines will automatically send you massive new traffic without 

requiring you to spend huge amounts of time and money on search engine 

optimization -- for free … 

�Prospects and clients will send thousands of their friends to you – also for free 

… 

�Because you’ve created a bond of trust with prospects and clients, even lukewarm 

sales copy will suddenly begin producing stellar sales results for you … 

�Your credibility as a Maven brings you money even when you have not product 

to sell. When you promote other people’s products to your file, your sales and 

affiliate commissions will skyrocket … 

�Joint venture partners and affiliates will eagerly seek you out and 

enthusiastically promote your products to their prospects and clients, and … 

�Massively profitable new opportunities will present themselves to you, 

enhancing your status as a Maven in your industry and opening huge new 

streams of income for you. 

And in the eleven chapters on the Maven Matrix itself, you’ve begun to personally 

experience its power to transform you and your business. 

You’ve tasted its power to help you begin making the transformation from – as Jay so 

eloquently put it – an industry-following caterpillar to a market-leading butterfly. 

Hopefully, you’ve learned that YOU CAN, INDEED, DO THIS. 

You’ve caught a glimpse of the changes that need to be made – changes in how you 

think about your business and yourself … changes in your marketing strategy … and 

changes in how you communicate with prospects and clients … to elevate yourself to 

Mavenship status. 

And unless I miss my guess, your brain is bubbling with ideas, questions and visions of 

your impending success and stratospheric new growth “trajectory”.. 

So congratulations, my friend – you’ve taken a giant step towards the success that has 

so far eluded you. 

And it’s what happens next that really matters. There’s work to be done -- and Jay and I 

are ready, willing and eager to help you do it. 

But we can’t do give you what you need to complete this transformation in an e-book 

(Lord knows, we’ve both tried to give generously in all we’ve shared here, today) and 

we sure can’t do it long-distance. 

Jay and I need to meet you face to face. 

Get to know you and your business idea or company. 

And personally help you craft a fail-safe strategy that will establish you as 

the #1 Maven in your market quickly, effectively and efficiently. 

We need to work side-by-side with you as you create your personal Mavenship strategy 

under our watchful eyes and our “tough-love” directions. 

Together we will create, craft, and devise for your entire action plan to take you to the 

top of your market. 

72

We’re willing and offering to help design a business for you like no other. You’ll attract 

more clients who spend more money, more often – with a higher margin of profit than 

you ever thought possible. 

It’s an opportunity without precedent—and a proposition without a dime’s worth of risk to 

you 

And it all begins this very minute … 

These six power-packed steps will guarantee you 

supreme Maven Status in six months OR LESS … 

I won’t mince words here: The advent of our Maven Matrix marks a watershed moment 

in my company’s history. 

Until now, I’ve pretty much been applying these principles in my clients’ companies 

instinctively. And when Jay and I taught these techniques to students, we taught them 

piecemeal. 

Now, for the first time ever, The Maven Matrix has given us the starting point for a welloiled, 

integrated structure – a step-by-step, do-this-then-do-that approach -- that lets 

Jay and me take you from where you are right now (in your business progress/success) 

to the position of supreme Maven in your market in six months—and all the prosperity 

that goes along with it.. 

But it won’t take you six months to begin reaping the benefits of Mavenship. Not by a 

long shot: You’ll begin seeing the results – in increased traffic to your website … in 

higher response and conversion rates … in greater sales revenues and profits … almost 

immediately. 

And then, month after month, those results will continue improving and multiplying--until 

you achieve the dominant position in your marketplace – and are enjoying all the 

respect, the perks and the money that go along with being its supreme Maven. 

To create this methodical, comprehensive program – Jay and I call it our MAVEN 

INTENSIVE TRAINING PROGRAM– we’ve spent weeks laying out your roadmap to 

Mavenship. And frankly, we both believe we’ve outdone ourselves. 

In fact, the depth of detail … the enormous weight of the ideas and tools we’ve created, 

refined and prepared for you … demands no less than a six-month commitment to give 

you the full-blown payoff you deserve.. 

Put simply … 

YOUR SUCCESS will be our primary focus 

for the next TWENTY-SIX WEEKS! 

Our Maven Intensive Makeover Training program is really a hybrid between personal 

face-to-face mentoring, private consulting, and a “hands-on” transformation of your 

identity and character persona in your marketplace and your business. 

If you qualify to be one of 100 to work with us personally (you’ll have to hurry – 72 slots 

are already taken!), you’re going to get more than $250,000 in our personal time, direct 

access to Jay and me and all the help you need to explode through your personal 

obstacles to maven-based success. 

73

In a moment, I’ll give you the details on everything you’ll receive as a member of our 

Maven Intensive Training Program – for now, here’s just a taste … 

�Our Expanded Maven Diagnostic to help you identify your strengths, your 

goals, where your greatest opportunities lie and the character traits you need to 

develop to achieve dominant Maven status in your market—before we ever meet 

with you… 

� Two preparatory video training programs (rich what are they or do they 

do?) that give you an lightning-fast start gaining an enormous advantage over 

your competitors and much more … 

�Two, live fast-start teleconference calls with Jay and me—again, before 

we even get together, in person – each one carefully crafted to help you get 

out of the starting gate in record time and to begin enjoying all the advantages of 

Mavenship faster … 

� Three days of LIVE, FACE-TO-FACE Instruction, guidance, direction and 

COACHING with Jay and me – during which we’ll personally focus on you, your 

entrepreneurial idea or your business and help you program yourself for massive 

success in 2008 and beyond It’s both a maven makeover and a strategy 

restructuring-combined in one process… 

� Six intense months of personal mentoring with BOTH Jay and Me– with not 

one, but two nitty-gritty, roll-up-our-sleeves and go –to-work sessions each 

month – each one designed to accelerate your individual momentum on the path 

to domination over your market … 

� Plus 25 proprietary training components, priceless/proprietary multimedia 

resources and “power tools” you can work through at your own 

convenience over the next 26 weeks … each one painstakingly designed to 

simplify the entire process and add thousands of new profit dollars to your bottom 

line. 

�And MORE! 

THE BOTTOM LINE: If you are fortunate enough – and fast enough to get on board 

before the 28 remaining slots in our Maven Intensive Training Program are sold out – 

Jay and I will move mountains; do everything in our power to make sure you DO NOT 

FAIL! 

This is no one-size-fits-all program. Jay and I have built it so that it is personally tailored 

to YOU: To leverage your strengths. To shore up your weaknesses. To fit your market 

hand-in-glove. And to help you quickly and easily overcome the unique obstacles you 

face on your path to supreme Mavenship. 

Frankly, it’s the ONLY WAY for us to personally establish you as the pre-eminent 

Maven in your market and to guarantee you all the perks and profits Mavenship offers. 

To reserve your place before these final 28 slots vanish, just click this link or 

copy and paste it into your browser: http://www.strategicprofits.com/Maven 

(If you can’t make the date, or your budget 

simply won’t allow it, there’s still a way you can 

get the maven marketing intensive that will 

transform your business. Click here) 

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Here’s more on why you can NOT afford to allow this unique and uniquely powerful 

opportunity slip through your fingers: The six essential steps to becoming the supreme 

Maven in your market that Jay and I will coach you through during our Maven Intensive 

Training Program … 

STEP #1 

Complete your Expanded Maven Diagnostic 

We created this powerful tool precisely as a way to expand upon the progress you’ve 

already made by completing The Maven Matrix in this report. 

It’s a hidden-asset CAT scan of sorts, that allows us to quickly and accurately identify 

your personal leverage points and, based on what we discover, to help you design a 

Maven persona that will shoot you to the very top of your market niche. 

Very quickly, it gets you clear on... 

... Where your real skills are 

... What you truly want 

... Why you want what you want 

... Where the biggest opportunities for you personally lie 

... Which market niches you can mine the fastest 

... The character traits you should cultivate 

... The personality levers to focus on 

... Your distinctive advantages 

... Your primary communication tools, and 

... The type of credentializing vehicles you must acquire and use. 

We use this tool twice: First before your personal, live training and then at the end. 

We will use the data we gain from this tool to design your MAVEN MATRIX Action 

Plan and the concrete strategies we engineer for you. 

To begin now, just click this link or copy and past it into your browser: 

http://www.strategicprofits.com/Maven 

(if you can’t make the date, or your budget 




Step #2: 

Preparatory DVD Training Programs 

These two introductory, preparatory programs will introduce you to a scientifically-tested 

and proven system that accurately defines your personal and business strengths 

beyond a shadow of a doubt. 

When you’ve completed this second preparatory program, you’ll know... 

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� How to gain a business advantage your competitors can’t duplicate. 

� How to focus on your talents, your inborn natural abilities. 

Doing either one of these things can help you do better at business. Master both, and 

you’ll soon find yourself in a completely transformed business -- one that is far more 

profitable and requires far less of your direct involvement. 

You’ll also get... 

� Access to a proven, scientific strengths assessment (you’ll find out 

exactly what your strengths really are.) 

� A complete, personalized audio/visual report detailing your profile 

(you’ll understand exactly what your profile means and exactly how to 

leverage your strengths to multiply your profits – without breaking a 

sweat!) 

� A step-by-step system that shows you how to play to your strengths 

(so you’ll NEVER play to your weaknesses again.) 

� A proven method for building a moat around your positioning, your 

posture, your Maven status and your business because the competitive 

advantage you highlight will be the one skill that comes naturally to you – 

so you’ll always have the advantage. 

To claim these DVDs, just click this link or copy and paste it into your browser: 






Step #3: 

Two Preparatory Positioning and Mindset Calls 

With Jay and Me 

To make sure nothing stands in your way before we work one-on-one together, we want 

to meet you on the telephone -- on two preparatory conference calls. 

The purpose of the first call is to give you some Maven strategy direction, provide some 

question and answer time and help you complete the diagnostic assessments 

accurately and completely. 

The second call is all about your Maven Mindset. More specifically, we want to make 

sure we’ve shifted your mindset regarding what’s possible for you. This way you’ll be 

prepared for the event at the highest level possible. 

So, on this call, we are going to restructure your Mindset so you can take any business, 

any situation (good or bad), any opportunity, any deal, any challenge, or any 

circumstance, and increase its performance significantly by incorporating it into your 

persona. 

We call it the Maven Mindset – and it will assist you immediately. We will introduce it 

early in the call and then it will subtly pervade each concept we share on the call so by 

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the time we are through, seeing yourself as a “Maven-in-Training” will be your brain’s 

natural default position. 

We need you to raise your expectations for yourself, your business and most 

importantly your income, because both of us know your money-making, wealth-creating 

capabilities are so much greater than you allow yourself to achieve. We know that you 

probably don’t realize how much higher “high” really is! 

Because whether you know it or know, you are unintentionally limiting, restricting, 

impeding the amount of money you make, the amount of success you achieve, the 

amount of clients you generate, the size of the sales they do with you, the amount of 

ways they could keep coming back and re-enriching you -- not because you don’t want 

to, but because you haven’t yet achieved Maven status in your market niche. 

We will help you substitute limiting thinking and low yielding activities with the highest 

performing possibility-based thinking and actions. 

That is the way you become unstoppable in your Maven money-making skills. 

To make sure you DO NOT miss these calls, just click this link or copy and paste it into 

your browser: http://www.strategicprofits.com/Maven 





Step 4: 

Our LIVE Maven Intensive Training Program in Orlando 

on February 27, 28 and 29 

We’ve created a three-day, hands-on, personalized training intensive unlike any other 

experience, encounter, or event you’ve ever been a part of or have even heard about. 

The live MAVEN INTENSIVE TRAINING PROGRAM is NOT a series of dull lectures. 

Rather, it’s a vibrant, electrifying live, customized event in which we create a unique 

program that is 100% based on YOUR Real-Life Case Study. 

The entire program goes through 12 progressive stages we’ll put you through… 

including the four-hour creation of your individualized strategic MAVEN MARKETING 

PLAN. 

Our 3-day MAVEN INTENSIVE TRAINING PROGRAM will allow Jay and me to... 

� Get to know you personally, your strengths, weaknesses, hidden 

opportunities, untapped assets and market opportunities gaps on day one. 

� Teach you clearly all of the 25 different character roles you can play in/for 

your market…and help you decide which one (or combinations) provide the most 

impactful, sustainable and profitable advantages to you personally, your 

marketing activities and your business. 

� Thoroughly show you how to build your newly developed or newly 

expanded “character position” through the best Building Block strategy and 

implementation tactics you’ll develop. 

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� Walk you through a veritable smorgasbord of marketing options and 

opportunities you can employ to “drive” your maven status to stratospheric 

heights, in YOUR particular market. This will include teaching you all the best 

mechanisms, impact vehicles, communication approaches, language patterns, 

copy positioning, promotional activities, and so on. 

� Spend HOURS answering all your questions, addressing every issue, 

challenge or unique opportunities we pose. 

� Work with you to create your own, customized Maven Marketing and 

Repositioning Action Plan. Under both my and Jay’s watchful eyes, you’ll spend 

four hours (carefully developing, refining, perfecting and integrating) your various 

maven marketing action plans)…Throughout the process, Jay and I will be there 

to guide, direct, advise, clarify and nurture you along. 

� Present your plans to the group for feedback, collaborative critiques, 

improvements and expansion – and picking the best plans and the ones needing 

help -- and presenting them on stage for demonstrations, illustration course 

correction, refocusing, and so on. 

� Send you off with the finest, most well thought-out, expert guidance and 

no-nonsense Maven Marketing Action Plan to implement -- complete with TIME 

LINES, a checklist of Action Steps, specific Monitoring procedures, benchmarks 

to hit, and more. 

To reserve your place at this all-important face-to-face intensive with Jay and me, just 

click this link or copy and paste it into your browser: 






Step #5: 

Six intense months of Personal Mentoring 

AFTER our live Orlando event 

The best part is that your Maven Training doesn’t end with the live event. 

Instead, once you complete the initial phase of your training... once you have a detailed, 

individualized, customized personal MAVEN MARKETING PLAN in hand... the 

mentoring process begins in earnest. 

Jay and I will both be here for you over the next six months, not once but twice a month 

to mentor you and help you achieve the greatest level of preeminence, dominance, and 

market stature humanely possible. 

Being personally mentored under both of our watchful eyes is probably the most resultcertain 

strategic action you could possibly choose – and it is reserved SOLELY for 

those who participate in the Pilot Program. 

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Future presentations of the MAVEN INTENSIVE TRAINING PROGRAM will NOT 

include the mentoring program by both of us, Jay Abraham and Rich Schefren, or even 

one of us. 

When you consider that Jay charges a minimum of $5,000 per hour for his personal 

consulting work... and that I charge a minimum of $3,500 per hour for my personal 

coaching... AND that neither Jay nor I accept personal clients anymore... you can see 

immediately that the MAVEN INTENSIVE TRAINING PROGRAM is a once-in-a-lifetime 

opportunity to grow your business beyond your wildest imagination. 

The powerful mentoring approach we use is decisively different from anything else you 

ever experienced. 

We break each month’s mentoring sessions in two distinct focuses. 

The first is a detailed assessment of your progress along with specific, detailed 

recommendations to further crystallize your personal branding as a market Maven. 

The second step includes monthly interviews with legendary Mavens to learn about the 

steps they took, and continue to take, to achieve and maintain their status as the 

dominant authorities in their market niche. 

To be on-hand for this six-month mentoring program, just click this link or copy and 

paste it into your browser: http://www.strategicprofits.com/Maven 





Step #6: 

Grounding Modules, Core Curriculum Modules 

and Lifetime Reference Library 

As a critical part of your Maven training, you’ll also receive a series of detailed, 

multimedia tools, mentoring modules and courses. 

They are vital grounding and expansion elements to the transformation you’ll be 

experiencing. 

This is a massive resource that you’ll return to over and over again as you use the rest 

of our coaching to lift yourself head and shoulders above your competition. 

Among the 25 proprietary training components are: 

Rich’s Complete Blueprint/Swipe File Of Every Marketing Piece 

Responsible For Taking Strategic Profits from zero to over $7 million in less 

than 12 months. 

The legendary GOAL Program that reveals the secrets to setting and 

achieving extraordinary goals and the techniques that guarantee you always 

achieve the dreams you set for myself 

Jay’s exhaustive course on the secrets of Joint Ventures, 

“Mediocrity to Millions” 

Jay’s new profit manual, “Your Secret Wealth” 

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The DVD and transcripts in which Jay reveals the “strategy of 

preeminence,” the philosophical groundwork for THE MAVEN MATRIX and the 

techniques Mavens use so that they are seen as the only logical source 

prospects can turn to, trust, and depend upon. 

Rich’s Maven Creation DVD Series that reveals methods for erasing 

information overload, research secrets that produce his reports, mindmapping 

strategies to organize everything you ever learn so you can easily access any 

nugget of knowledge you have to wow your market, his productivity secrets, and 

much, much more 

The Creativity Switch, the creative thinking course that’ll walk you 

through the processes responsible for million-dollar breakthroughs. 

The Optimization DVDs or CDs that reveal how you can follow in Jay’s 

and Rich’s footsteps and extract every valuable lesson from your own life 

experiences 

Hot seat seminars with training people, authors, consultants so I can 

leverage the very same strategies that have proven to catapult others to 

Mavenship. 

Modeling for Millions -Jay’s $25 million swipe file of emails, salesletters, 

and landing pages 

The Executive Summaries of Jay’s $5,000 Singapore event 

Rich’s Maven Acceleration System consisting of his two “must have” 

pieces of software: 

� Faster Audio – the software the automatically re-records any and all 

audio programs up to 500% faster. 

� Accelereader – the speed reading training system that I can use to 

blitz through any pdfs, word documents, websites, etc…. 

And lots, lots MORE! 

To claim this huge library of profit-exploding tools, just click this link or copy and paste it 

into your browser: http://www.strategicprofits.com/Maven 





Our “You Must Be Nuts” Zero-Risk Money-Back Guarantee: 

You’ll TRIPLE Your Income in 12 Months 

or You Pay NOTHING! 

If you attend the live three-day event in Orlando – if you move heaven and earth and 

attend in person -- we will not consider your financial commitment binding on your part 

until the very last minute, of the very last hour, of the very last day of the event 

itself. If you don’t and can’t honestly say you believe this mentoring process will 

80

triple your income within twelve months time of putting it all into action, withdraw 

and owe us nothing. All monies paid to us will be immediately returned to you. 

That means all the onus of performance rests on our shoulders, not yours. 

You can literally go through the complete grounding process, and attend the entire 

MAVEN INTENSIVE TRAINING PROGRAM... learn the secrets that have made 

thousands of people literally BILLIONS of dollars in profits... and, simply by saying that 

you didn’t think it was worth it, walk away not paying or owing a penny. 

And the Really Amazing News: 

You Can Reserve Your Space 

for as Little as $500! 

Jay and I are so convinced that this program is going to change your life forever – as 

the forerunner of it changed Rich’s life – that we’re both willing to invest in your future. 

We’re going to make paying for this program a piece of cake. 

That’s why we’re offering you TWO payment choices: 

A single one-time payment... and 

Deferred terms. 

If you choose single payment option, you save approximately 20% - but your investment 

will never be at risk a penny. 

The single payment price of attending the live version is $5,000. Again, you’re fully 

protected by experiencing the event first before you decide if it was worth it for you. 

The alternative is that you can elect to pay just $500 now, and $500 a month for 12 

months following the event billed to your credit card. This is the same way that I paid 

for my first Jay Abraham program more than 15 years ago. 

Whichever version or payment choice you select, we will deposit your money. But we 

will not consider it ours to keep either way. 

You can sign up right now at http://www.strategicprofits.com/Maven 





Final Proof That This is the Single Most Important Step 

You Could Possibly Take to Grow Your Business 

to Stratospheric New Heights: 

Both Jay and I sincerely believe that our MAVEN INTENSIVE TRAINING PROGRAM 

will change your life forever. 

We really don’t want to go out and promote this program through thousands of affiliates 

-- although we’re very proficient and talented in doing it so. Instead, we would rather 

incentivize you right now to take action immediately. 

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That’s why we’ve decided that all those who sign up for this MAVEN INTENSIVE 

TRAINING PROGRAM within the next 5 days – purely on a zero-risk, money-backguaranteed 

basis –whether you choose the single-pay option or pay tuition over the 

coming months – you will get not one but TWO valuable gifts. 

Bonus Gift #1: A Private DVD Training Program Worth $25,000 

The first bonus is a private DVD training program that is worth $25,000. This bonus is 

yours to keep merely for signing up. You can keep it even if you decide that the 

MAVEN INTENSIVE TRAINING PROGRAM is not right for you. 

Register right now – by midnight, February 21, 2008 – and you will receive a set of 

DVDs of Jay’s $25,000 per person, five-day marketing makeover program he did with 

business people from around the world. You’ll see Jay in action as he reworks 

struggling business people’s strategies, turning them into Pre-eminent Mavens (before 

your very eyes) no matter what products or services they sell. 

This valuable gift has never been available for less than $25,000 -- but you can be 

among the handful of people in the entire world to own it merely for registering 

immediately. It won’t cost you a penny. 

Bonus Gift #2: 3-Day Internet Marketing Main Event in Orlando Worth $2,000. 

Prior to the MAVEN INTENSIVE TRAINING PROGRAM, Rich is conducting what will 

turn out to be the biggest, most exciting, blow-out Internet marketing events of the 

decade – a “must see” event that is attracting the most successful online marketers in 

history. 

In addition to Jay Abraham, ten of the most successful Internet marketing and businessbuilding 

experts in the world will be there – people who are literally making millions of 

dollars, right now in 2008, online. For example: 

>FRANK KERN’S latest “mass control” marketing techniques are netting $1 

million in sales in under an hour... and up to $18.3 million in 24 hours. 

>MIKE FILSAIME’S newest viral marketing strategies are now generating 

$400,000 PER MONTH (up from just $15,000 a month in 2006). 

>JEFF WALKER’S latest versions of his Product Launch Formula are netting up 

to $600,000 a week for himself and MILLIONS for his friends, clients and 

students. 

>MARY ELLEN TRIBBY’s new affiliate marketing strategies are expanding Early 

to Rise, an arm of Agora Publishing, from $5 million in sales to $26 million in just 

15 months. 

> Copywriting superstar JOHN CARLTON’s breakthrough rebel marketing 

techniques are adding MILLIONS to the bottom line of online entrepreneurs 

> Product development specialist JANET SWITZER’s innovative techniques 

are creating multi-million-dollar profit centers for many of the biggest celebrity 

gurus working today. 

> GARY VAYNERCHUK’s sassy, in-your-face video podcastWinelibrary.tv is 

growing his family’s liquor store from $3 million annually to $50 million. 

> Business growth specialist TOM MCCARTHY’s coaching is so valuable his 

clients include Cisco Systems, Microsoft, Century 21, AT&T, Merck, Marriott 

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Hotels, Wells Fargo, Dow Chemical, and the US Army, Navy and Air Force and 

many more. 

This is the biggest event of its kind EVER and it will be happening for the three days 

prior to the MAVEN INTENSIVE TRAINING PROGRAM in Orlando at Walt Disney 

World. 

We’re promoting right now for $2,000 a person to the public. 

But you can attend as Rich’s personal guest – for no charge — if you sign up for the 

MAVEN INTENSIVE TRAINING PROGRAM by February 21, 2008. 

And just in case you can’t get there in time for my program – I’m going to GIVE YOU the 

DVDs of the main event! 

We can’t be any more generous, fair, or giving than that. 






The Only Hitch: Availability is 

Strictly Limited & Time is Short! 

Candidly, I made sure this deadline was tight intentionally. The truth is, I want to 

separate the wheat from the chaff. To be a Maven, you need to be the kind of 

committed, “passionately decisive” person who’s willing to make important decisions 

quickly. You need to be able to spot real opportunity instantly. And you need to have 

the reflexes to strike while the iron is hot. 

Neither Jay nor I want people who can’t do that in this program. Our reasoning is clear: 

We will both ultimately be judged by the success YOU achieve. That means every slot 

in this program and every seat at our live event MUST be filled with people who have 

the commitment to make this work for them. 

Plus, truthfully, if you don’t have a strong prejudice for action, we’d all waste each 

other’s time by attracting you to this event. 

So, we’ll hold open the doors until the last possible minute. But please hurry: If you 

don’t act fast, your slot may be taken – and you’ll miss an opportunity to transform your 

business or career into a virtually limitless source of prestige, success and 

prosperity. 

Jay and I had literally thousands of people participate in our free introductory 

teleconferences on Maven Training this month... and this report is being read by 

hundreds of thousands of people—whose businesses aren’t delivering the results they 

want... so we anticipate that the few remaining places in this live program will sell out 

quickly. 

That’s why we urge you to take action right now—if you want to have a far better 

business and financial future. 


83

Remember: You get more than $250,000 

in expert guidance and mentoring help (from us-directly) 

and you can begin with a single $500 payment 

Since you can attend the ENTIRE live event and get all your money back---if you’re not 

delighted and convinced it WILL work for you, you have no risk, whatsoever. 

But the risk of losing out to a far more decisive competitor is a far greater danger to your 

financial health and well-being. I’m sorry, but facts ARE facts. 

Really, you have NOTHING TO LOSE and a lifetime of “monster” success beyond your 

imagination to gain. So please -- act RIGHT NOW to reserve your space by clicking 

on the link below and filling in the registration form. 

Remember, for as little as a $500 money-back-guaranteed deposit, you get... 

To attend (or participate in via DVD) the world’s first-ever 3-day MAVEN 

INTENSIVE TRAINING PROGRAM with BOTH myself and my personal mentor, 

Jay Abraham – both of whom charge $2,000 to $5,000 per hour for personal 

consultations; 

Personalized, hands-on help and guidance in transforming you into a Market 

Maven; 

Preparatory phone calls and diagnostic analysis for which private clients 

pay thousands of dollars; 

6 months of twice-monthly follow-up, personal mentoring by both Jay; 

and myself 

$25,000 worth of bonus training materials, including DVD courses, training 

software, marketing swipe files and more; 

A FREE ticket worth $2,000 to the two-day NEW BEGINNINGS Main Event 

in Orlando with 11 of the world’s top Internet marketing experts, including Mike 

Filsaime, Jeff Walker, Frank Kern, Gary Vaynerchuk and; and 

An additional $25,000 bonus DVD training set of Jay’s marketing makeover 

seminar. 

That’s more than $100,000 worth of expert guidance, help, mentoring, training 

materials and personalized attention! 

To me, this is truly a No Brainer: You get ALL THIS – AND a money-back guarantee! 

And it all begins when you click the button below and reserve your space ... 

Sincerely, 

Rich Schefren Jay Abraham 

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Red Alert: Important Addition 

Home Study Will Be Offered 

But in Extremely Limited-Edition Numbers 

Here’s why, and how YOU can participate in a totally risk-free “trial” for a full 

30 days – after the live event. 

Some people reading this simply cannot make their calendars or project 

work to attend this ultra-exclusive, live event in a few short days. 

We appreciate your conflict, and want to make the Maven-Makeover 

opportunity available to any deserving on or offline marketer who really 

craves it the most. 

It’s All Being Hand Packaged For You in a Way Where You Can’t Lose 

So… we’re taking the entire, 25-component resource library, then, we’re 

both videotaping and audio-taping the entire, 3-day event. 

And…we’re sending both versions to you as part of our exceptional, home 

study version. 

Oh, by the way, you’ll receive the very same assessment form to complete. 

You’ll even receive a special, home study-edition companion “source book” 

that accompanies the workbook. 

It contains complete instructions, exclusive exercise forms, and guidance 

instruction for putting yourself and your business through the same 

exercises, analysis, discovery process, formulation and character-building 

stages we’ll do with the people attending live. 

But, of course you get the same workbook, forms, templates, matrix, short 

cuts, action planner, blueprint modeling tool … and “Swinging for the 

Fences” strategic, game plan builder…to ensure you receive the best 

possible, most prosperous and successful outcome that Jay and I can deliver 

to you from a distance. 

85

But It Gets Better. A Lot Better. 

You see, we both only know one way to do something – and that’s “the best 

way!” So everyone participating in the home study version will also be 

allowed to participate-live, in both of the monthly mentoring calls that Jay 

and I will conduct with our live attendees. You get that participation for the 

full six-month duration the live attendees get, also. 

You can submit issues, questions, problems, scenarios, challenges, 

opportunities…and we’ll try hard every month to address them, along with 

our work with the live participants. 

You’ll be able to watch (figuratively) the live participants as they evolve, 

progress, achieve, and implement all that they created at the live event. 

You’ll able to hear us advise, consult, guide, redirect, course correct, create 

breakthrough concepts…and make multi-million dollar improvements – each 

month following the live event – for a full, half year! 

If YOU can’t transform and transport yourself into a true market maven with 

this high level of hands-on support – there’s something with this picture! 

Finally, and importantly: As comprehensive, appealing and powerful as 

this home study proposition is – it’s not binding at all on you, in any way – 

UNTIL you’ve actually tried it out for yourself – tested carefully, all the 

elements we put live attendees through in the Orlando event – and even (if 

you hurry and sign up quickly) you get on two, separate mentoring calls – 

before we’ll even consider your commitment binding on your part. 

Seriously, up until the thirtieth day that you’ve had the set – it’s all our 

risk! If we don’t deliver, in a way that actually “exceeds” your expectations 

– feel free to send the program back before the thirtieth day and you’ll get 

everything you’ve paid to us so far promptly returned to you the week it 

arrives. 

I’d say “everything you’ve paid so far,” because we’re perfectly comfortable 

letting quality people on this list experience the home study version – and 

pay almost all the cost – after you’ve decided to keep it. 

Here’s the deal: 

Just the like the live attendees, you can choose two payment methods: 

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1.) Single payment – with a total price to you of a mere $2,000. 

That’s only 40% of the live attendee price, with all the same components— 

except first hand maven makeover input from Jay and I. 

2.) If you prefer, feel free to choose an easy payment, installment 

plan – where you pay the bulk of the price – as-or after you profit! If you 

take this option, you pay us a mere $250 now, and $200 per month (billed 

to your credit card) for 12 months. 

Both ways, you’re 100%, unquestionably protected by the no-questionsasked, 

30-day, at-home trial provision. 

Obviously, we’d prefer to work with you first-hand, live at the Orlando event. 

But if you can’t make that happen – please don’t throw the baby out with 

the bathwater. Take fullest advantage of the home study version – and 

watch your business and income explode. 


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The Maven Matrix Manifesto(v1.3) - Internet Marketing Angel

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