Reiki Music. Video Marketing

Despite having a spare bottle, Frank Kern resisted the temptation to get drunk (like he did last year) for his teleseminar phonecall with Eben Pagan (aka love maker David De Angelo). In reality, Kern wanted to go surfing afterwards, but the result was the same. A sober (and quite dry) call.

Naturally the conference call was a shameless promotion for Eban Pagan’s new home study course version of his guru mastermind.

But in typical Eben fashion they dripped a piece of free line content. And here it is.

Eben divulged 1 of the 10 “FRAMEWORKS” that they teach in Guru Mastermind.

I may be describing this badly, but a framework for Eben is basically a sales and marketing infrastructure, or combination process. Or put simply, a system or technique for doing something.

Mr Pagan argues that it is a very worthwhile adversary to the normal info product generation tactic, or just dong a survey or poll, and asking what peoples biggest problem is, and then answering it. He suggests that by using a framework, you can add great value to the content, irrespective of the content itself.

I haven’t done Guru Mastermind (nor am I likely to), and I don’t know what all 10 Frameworks are. (A typical part unanswered sales funnel in itself, leaving desire to complete the circle and buy his course, theoretically.)

Anyway… this framework is called the “Why, What, How, What IF modality”. Or at least it is now

A Harvard psychologist researched and found that there are 4 main types of “modality” that people use. This isn’t the modality you may be thinking of regarding “media formats” (like some prefer to read, some prefer to watch, some prefer to do). But this is allegedly a “learning modality” that lies inside which ever “media format” you deliver. You can use this modality in all media formats, even video and games.

Eben Pagan evangelises using this technique in ALL of your sales and marketing, AND product creation. And you constantly inter mingle and to and fro amongst them. This is one of the key points. You appeal to ALL of the audience at some stage. You don’t just focus it at one particular style of learner. In this way he purports you can get a 100% understanding, vs the 30% you might get with your own personal natural teaching/learning modality. Shamefully I am NOT doing it here. I’m in the UK, and 1am is a stupid time to put on a telecall guys!

1) WHY: (Peter Buick says STRATEGIST)
This is the WHY do I need to learn this? These people need to know why, before they are prepared to take it on board. You need to make them aware of the pain and benefits of this information.

For the example of teaching email marketing, Eben suggested explaining how that “email” was still the lifeblood of all current product launches and info product sales. Even video courses rely on emails at some stage in their life and delivery.

Your modality? If you are a WHY person, you are probably thinking “HEY that really is kind of importantly cool to know why I should prioritise this”.

2) WHAT: (Peter Buick says THEORETICAL)

The WHAT modality person is driven by the theory and history of something. Why it evolved as it did. The way it evolved is what drives their understanding of it.

In the email marketing example, Eben sites how before email (i.e. direct mail, fax, telegraph, pony express ) it was IMPOSSIBLE to contemplate auto responders, or near eal-time response and tracking measurement. Also the cost implications.

Your modality? If you are a WHAT type person, an academic, you will probably be thinking “HEY I appreciate knowing the depth behind something is really cool and important”.

3) HOW TO: (Peter Buick says PRACTICAL)

For the HOW TO modality person, they want a paint by numbers, step by step blueprint process. They don’t really care why it is important, or why it happened. Only how to actually do it. They do not need depth. they just want to go through the motions (without really thinking). They prefer bullet points over paragraphs.

They will endure explanations 1 & 2. But it is only after doing the step by step process, will they look back at why it was important to know in the first place, and then why it happened that way historically.

In Mr Pagan’s email marketing example, he suggested a “sign up to Aweber here, create a campaign by naming it like this” and so on, process. A very practical hands-on approach.

Your modality? If you’re thinking “HEY yeah I just want to be shown exactly step by step how to achieve this” then you are a HOW TO modality person.

An interesting aside here was Eben suggested writing the autoresponder script series as if imagining a face to face meeting with the person, but then “serialising” that conversation in the auto responder series.

4) WHAT IF (Peter Buick says TACTICAL)
The WHAT IF modalist is purely action driven. He just wants to do stuff. This appeals to people to people who are motivated by doing. They won’t care so much the steps, or why it is important, or why it happened that way. They just want to do stuff. Once they do it, then they may look back and appreciate the other 3 modalitiies.

It seems very important to include this modality, as it will drive all 4 types of TAKE ACTION and implement it (or buy) etc..

In Eban Pagan’s email marketing example, he suggested the close. &”NOW GO AND DO THIS RIGHT NOW”.

You can probably see the merits in each technique and you probably know people who respond better to each of these ways. But the key according to Pagan, is to MIX AND MINGLE and CONTINUALLY INTERTWINE these 4 techniques, relating each back to the other, like I just told you.

MORE FREELINE CONTENT

Frank kern then added his (still sober) piece of Free Line content to the tele call, on queue from Eben.

The Death Grip – Stacking the cool (Frank Kern).

In what Jeff Walker (product launch formula) seems to call the “pressure stacker”, when prompted, Kern advised Eben to add the Mass Control “death grip” in the remaining week of pre-launching guru mastermind.

As you might guess, the death grip is simply adding more cool stuff, aka stacking the cool. Some might think of this as a fast action bonus, or a bonus, or a deal sweetener. An irrisistable bundle. A hedge toppler. It certainly isn’t a new idea.

But the Mass Control “novelty” is that instead of doing a typical sales technique of “LOSS & PAIN” (miss the bonus, miss the special price, lose your place, be left out, grow a small penis and become inadequate, you aren’t worthy anyway), if you bypass this opportunity to buy; Instead by STACKING THE COOL, the offer becomes impossible to bypass. It was a great offer. Now it is even greater. Oh and greater again. You’d be a fool to miss it now. It’s like a once in a life time opportunity. OMG I may die if I don’t buy this now. People will think I was stupid to pass this by. Wow I will look so cool having ALL this stuff for the same original price. I will have what others (original buyers, late comers, deal passers) won’t.

Even more pressure can be applied to the deal, by revealing (truthfully of course) that other affiliates, will be offering this deal soon as well to their own lists, so it is bound to run out fast. This final screw turn also implies mass desire and follow the pack, or else, of course. Another standard Cialdini ploy

OK well I hope my staying up late and turning in to a pumpkin has helped you.

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