Eben Pagan Guru Marketing Plan Notes
Eben Pagan Guru Marketing Plan Notes
EXERCISE EXAMPLE:
• 5 Whys Technique leading to
1) Why do you want to make a difference in people’s lives?
"Because she feels very blessed in her life and has that choice to do so”
2) What do you think will happen if you help other people?
“It will help other people be secure”
3) Why do you want to help people feel secure?
“a feeling of purpose
4) Why do you need a purpose?
“I need a purpose because I don't have any structure in my life"
• What’s the symbol of you not having structure?
Symbolic icon out in reality that represents this sentence:
Her Bed (her bed is linked up at a deep level with needing a purpose and
structure)
• When she thinks about Her Bed and Needing structure and purpose she feels
she wants a reason to get out of bed that energizes her and draws her out into
the world again
• "Now, when I say: I really want to help you put some structure in your life so you
can find your purpose so you have a reason to get out of bed how do you feel?"
THESE WORDS MAKE PERFECT SENSE TO HER.
Now, we don't REALLY know what she means when she says the words
'structure' 'purpose' and 'bed' BUT what we do know is that if we say 'I want to
help you put some structure in your life so you can find your purpose so you
have a reason to get out of bed' that we have her full and complete attention
and her thinking we can help her cause no one else has figured this thing out
and even she hadn't figured it out that way.
• So ask: What's the real reason behind all this stuff? What's really going on
underneath? What's the reason and what's the payoff? And how do you know
you got it? What's the emotional image and the icon within that image that lets
you know the nightmare is coming true and lets you know the dream is coming
true? What's the icon that triggers the torrent of emotion (e.g. the bronze medal
and the gold medal)?
• We can rationalise anything to ourselves and is very hard to dislodge
ourselves from it
• Once we get a model in our mind of the way things are and the way we want
them to be, we justify, rationalize, explain, and convince other people to see it the
way we've got it.
We've all got this.
This whole exercise is an exercise in what you're battling in you. If you can
see this part of yourself and you can breakthrough that and let it go and get
down to reality, then we can make a lot of progress.
• Ask: what is the one image that triggers that torrent of emotion that I feel about
the subject?
• In the dating advice world, for a product about getting a man engaged in the
relationship again, the tangible verifiable thing that indicates you're losing the
man (you haven't lost him yet but it calls up all the fears), and it's the man in a
conversation with you and he looks away a little too long and it triggers the whole
sequence of events that is the 'button' that 'she's losing him'.
• That means she thinks she's probably going to lose him, and that calls up all
kinds of feelings of insecurity.
• Another idea for this analogy of Past streams towards an Omega point leading to
Future streams is using the Olympic athlete.
• From back in the stream all these events are coming together at the Olympics
and the potential Olympic medallist is thinking 'If "that" happens, life is going
to go in this certain direction" and they have all these hopes and idealized
fantasies around what is going to happen.
• And that one little point...that one thing...if that comes real, then they have this
irrational emotional faith or confidence or hope that that's it and then their life will
go on this path that they're hoping it goes and everything will be okay. BUT, if
that 'thing' is absent and not in their future, then it's going to go in this whole
other direction.
• And somehow these simple little things like a Gold or Bronze Medal, or a man
glancing for an extra half of second too long that external event that happens
out there...that archetypal picture or symbol...it has so much meaning.
• There's always one of these. And that's the thing we're looking for and really
trying to zoom in. And then getting more details with this until you find the
ultimate leverage point.
We can deeper into this and look at how the medal is placed on the
person or the way they stand on the platform
• First you must 'find the sign that the omen was arrived', so to speak.
EXERCISE EXAMPLE:
• Apathy (Not tangible) > Grades go down, Teacher calls from school, Child walks
through the room without looking at you, Changes their appearance, Call their
name and they don't answer (Tangible EXTERNAL omens).
• There's a difference between 'I feel like a winner' and 'I got a gold medal on'
(external tangible concrete measurable).
WE HAVE TO ALL BE ABLE TO POINT TO IT AND AGREE ON IT.
We can't all agree on apathy.
But we can all agree on 'standing on the platform with the gold medal on'.
We'd all know whether or not that's happening, but not 'They're a winner'.
We don't know what that means.
• The key idea here: Making the leap from In Here to Out There.
• From Internal, Conceptual, Abstract TO External, Material, We All See It, We
All Know What It Is, Clarity On The External Event.
• Turn the iconic thing into something tangible. Nothing is like "showing them the
spoon". Nothing is even close. The click of being in the same reality occurs, your
trustable, just the right amount of weird, and you're in there together.
• When you don't show them the spoon, you might go back and forth and
even get close, but it's nothing like showing them the spoon. The spoon
exists externally. It's not internal.
• Once you've got the external 'thing' or 'event' you can ask: "when do they stop
looking at you?" > "when the child comes home from school they walk past you
and don't make eye contact" –
“Has your child stop looking at you” is a bit weird but when you say “Has your
child started walking past you after coming home from school without making
eye contact, and you sense there might be a problem?" is much more
specific
so now "stop looking at you" becomes situational, eye contact, and a specific
time, and if this is the one that is the intersection of all the realities and you
make a headline that says "Has your child stopped looking at you in the eye
when they come home from school?" or "Has your child started walking past
you after coming home from school without making eye contact, and you
sense there might be a problem?"
• If you're that parent, and that's the right iconic experience, you'll get that feeling
in your gut of “Uh oh I thought this was bad but it might be worse than I think
BECAUSE THERE'S SOMEBODY WRITING ABOUT IT this might be serious
and they will read everything you have to say.
• What we're looking for is seamlessness in the ability to communicate in a way
that makes you feel emotions. You know how to feel, not logically, but because
they know all the buttons to push inside of you.
• Romance Fantasy novels have certain themes that push on woman’s buttons
that they enjoy having pushed on so they are consumed. It's not an accident.
• So when you're communicating, marketing, thinking like your customers we're
not trying to find the abstract or "If you feel pain you should buy my thing" we're
trying to find out what spoon is so we can show it to them so they go "somebody
understands, somebody gets it", and the spoon joins those two realities and
opens up the wormhole to those two realities.
• It’s like the actor acting out a scene and making you feel emotion
They don’t look at the screen and say “feel love”.
Examples
• Contractors not being able to pay their employees so they can’t in turn feed their
families
You know that feeling when you get to the end of the month and can’t make
payroll
And then tell a story about one of their employees
• Being misquoted in the media
How specifically will they be misquoted?
Business executive misquoted in interview – loses election/career
destroyed/stock price plummets (away from affiliation)
Session 4 of 15
So far:
1) We first warmed up by who our customer avatar was and what they were feeling
2) Fear and frustrations and wants and aspirations
3) 6 sermons
4) Now it’s the deep dive
Session 5 of 15:
Targeting “High Emotion” Value Words And Phrases And Creating An Emotional
Equation
Session 6 of 15:
Extra Ideas:
• Ask: “What is the person worried about at nightH”
What do they think of before they go to sleep?
• The 3 Big Niches People Pay Money For Knowledge: Money, Relationship,
Health
• Example: Backpain = Surgery
• We want to help people get fulfilment but if we want to attract them we can’t say
that because they won’t believe it
A Summary:
• Your prospective customer and a good client for your business, in their reality
they are experiencing fear and frustration and anxiety and may be experiencing
wants and aspirations too (but probably the fear, frustration, and anxiety will
be driving them more).
• There’s a picture, an icon, something that pushes that fear/anxiety (emotional)
button that’s very specific and most people wouldn’t think of
e.g. ‘husband looking at another woman while she’s talking to him’,
‘child walks in after school and doesn’t make eye contact’,
‘sheriff shows up with the lien’
this is the trigger whether it’s happening now, imaginary or in the future,
whatever.
• It’s that external thing.
• That’s what we’re talking about and we want to figure out what that thing is for
them where they feel like they’re the only one in the world in that situation, the
only one in the world that’s having it happen or could have it happen so that
when you start talking about it they go “*gasp* that’s me”
on the fear side: “wow, someone understands me I’m isolated and afraid over
here, someone else gets me, I should reach out and talk to them”
and on the desire side: “yes! That’s exactly what I’ve been looking for and
they know how to help me get it!”.
• If you can describe their problem better than they can, they assume you know
the solution, and going both ways, if you can describe a persons goal or outcome
better than they can they will assume you know how to get there.
So we’re trying to get right down to the kernel, the essence.
• SOHWe’ve drilled down to find that 24k of gold nuggetHthe hot buttonHthe
thing that just triggers your prospect emotionally whether positively or
negativeHso nowH
• Here are 10 formulas you can use with whatever your hot button / emotional icon
of freakoutness.
Session 7 of 15:
The Big Picture Formula
• Any human you interact with has their own objectives and things they’re trying to
do in life and their own goals, frustrations, fears, wants, aspirations (everything
we’ve talked about so far).
• And until you can tune into them and understand THEIR model and where
they’re coming from, what they find frustrating, what their value system is, and
what they’re trying to do that’s irrational
(if you ask why, why, why, why – behind all of it is what we talked about
[“The 6”]: Power, Affiliation, Achievement, Avoiding The Loss Of Power,
Rejection, Failure and you’re listening to people with this radar and asking
“what is this person not facing right now?” / “what are they not looking at in
their own life right now that’s driving them?
They’re afraid of it and they’re not looking at it”, and you’re just listening and
you see the subtleties – and then you take the words they’re saying and
integrate them into the conversation and listen and feed them back, and they
say “yes, that’s exactly what I’m trying to do”) that is when you start getting
this.
• All this stuff is really about understanding other human beings
• We’ve got a slant on it here toward marketing since we’re going to take all the
things we’ve learned and we’re going to condense them into tight laser beamed
focused marketing messages.
• The most successful information marketers are great at Marketing, Products, and
Relationships. They may have strength in one of them, but they at least do all 3
of them.
Session 8 of 15:
Sales
• Marketing is the child of sales
• Doing one on one sales and consultations will enable you to have insights
you would never have otherwise
EXERCISE: Focusing On Benefits:
• Prospective customers who don’t know you, don’t like you (yet), and don’t trust
you (yet) are focused on one main objective: Getting the RESULT that they
want.
This is their focus
• Your products or service “comes between” them and the result that they want –
so it’s valuable to forget about what you sell or offer, and get crystal clear about
the result or benefit that your customer is seeking.
• Use this exercise to find the benefits of the products, services, systems,
techniques that you offer.
• Focus on irrational, emotional “hot button” results and benefits (and remember to
include the avoidance of pain here).
1) Feature: What is your product, service, system, technique, etc?
In between the customer and their result
It’s a hassle to them and is an obstacle
2) Advantage: What does it do?
In reality
Out here
3) Benefit: What is the result or benefit that your customer experiences?
(List at least 5)
4) DEEPER BENEFITS: Within every benefit there is another “level” of
benefit. By asking yourself “What’s the next level of benefit?” you can
uncover more specific, tangible, emotionally motivating benefits.
List the Original Benefit, Benefit Level 2, and Benefit Level 3.
• Benefits linked up to the irrational unconscious hot button Needs and desires.
• INSTEAD, start with the deeper irrational “Needs” (not the superficial
needs), and then figure out the “Benefit” you can offer to help them meet
those needs, and design your products, content, marketing from THAT
place.
• Being entrenched in what people ‘should do’ creates a forgetting of what the
customers needs are. Build the whole thing around the customers needs.
• The only thing that matters is the customer wants it, is looking for it, and pushing
those hot button needs. And what we’re doing here is getting closer and closer to
the centre point of both Needs and Benefits where they meet.
• The sweet spot where they have this totally emotional driving irrational Need and
they’re desperately looking for a solution, and you’ve got a magic technique that
delivers the Benefit they want, and they say “That’s it”. Fresh Hot Pizza Delivered
In 30 Minutes Or Less – Guaranteed. Done. When It Absolutely Positively Needs
To Be There Overnight. Done.
• You can’t help the world become better unless you put the right bait on the hook
for them. Putting a Dorito on the fish hook only has the fish say ‘Not exactly’.
• Stop focusing on what you think they need, but focus on what they think they
need. It’s about what THEY think they need.
• They don’t know you. Remember that. If your headline doesn’t speak to them
and their reality and open up a worm hole or portal into their reality and they go
‘Oh, that’s my reality’Hyou don’t get the chance to meet them and it won’t
happen in the first place.
EXERCISE EXAMPLES:
• Give up porn
Better marriage
Tell her what he wants in bed
The words to say
Stay tangible and once you go intangible look at the tangible version of
it
It’s about what THEY think they need
• ‘How do I fire someone without getting sued’
• ‘How to turn your beer gut into a 6 pack’
• The want a job
Why do they want the job?
More money
How much more money?
$100,0000
• All of this is being geared toward attracting people in the first place and the
domain of customer attraction advertising and marketingGthing out there pulling
people in the first place.
• It’s about what they think they need, what’s their irrational and secret fear, what
do they hope no one finds out, where are they deceiving themselves
• An emotional hot button is something that brings out an emotion in someone
Session 9 of 15:
EXERCISE EXAMPLES:
• “How I went from dead broke to making $100,000 a year in 14 days H as a
bartender.”
$100,000 is better than 6 figures
Then it tells the story of one of your students.
This is what I did and they tell the story of being dead broke and construction
job, whatever is your typical customer, and then they found this course, they
learned, went to work, made $1700 their first week, second week they made
$2600, and now they make $100k a year working 27 hours a week.
How I went from dead broke to making $100,000 a year in 14 days...as a
Bartender
Then tell the story of one of the students
• Started with the headline, “Trying to face divorce recovery alone might keep you
alone for the rest of your life”.
What is the tangible thing that happens when you know you are on the road to
divorce recovery?
New relationship
Now, in imagining Mr Right or trying to get away from Mr Wrong, something
represents that.
There’s an iconic thing that is the ‘Prince Charming shows up in his Chariot’,
but for this situation.
Is it a man being around and paying all the bills and taking care of
everything?
Part of it is that, but it’s not cause she wants to take something or get
something. It’s more that she wants to have a safe reality to live within so she
express herself and have a level of security because that’s when the best her
comes out. It’s not that she wants it selfishly, it’s that she wants to bring her
best self to the situation. But that means “Rich Mr Right” shows up and in her
fantasy it’s ‘Okay I can blossom’.
So to her, it might actually be Divorce Recovery = Attracting Rich Guy.
That might be in her fantasyHfor a headline.
So on the one hand is “attract rich guy” and on the other is “alone for rest of
life”, we want to put these together as one idea.
And It May Be A Rolls Royce Type Headline That IMPLIES Without
Stating Directly.
Things women look for to suggest a man is rich may be vacation, a home, a
watch, jobH
• To get there get more specific, external and tangible and what’s irrational
and really happening
• So if we take job, what kind of job implies stable high income? A doctor. And
what kind of doctor? Paediatrician.
Notice we are getting more specific through questioning and more tangible.
Hence the headline. And if a woman met the guy in Starbucks asking what he
did after realizing he had no ring on and he said “Paediatrician”, the whole
fantasy seems to make sense that is what she would need to heal from the
whole divorce thing.
Now, when there are lots of ideas to incorporate, the issue becomes
clarity.
So you open a word document and put each of the ideas
downV”divorce recovery”, “paediatrician”, “stability”, and sort and
move around the elements until you come up with the headline that says
“How a divorced woman who was down and out met and attracted a
paediatrician that helped her heal” and then you’d figure out all the
words to say that all together.
And then you explain it in a way that if that woman sees that headline she
says ‘wow that speaks to me cause it’s talking about my situation’ and ‘if I
could even get CLOSE to what THAT sounds like that would be huge for me –
if I could just get 10% that’d be close enough’.
So you might have “I thought I’d be a lonely divorcee forever until I met
the paediatrician of my dreams at the most unlikely placeV” which is
close, but does it speak to that woman? Is it believable? Almost. But do you
get the feel of this process?
• That’s the important part to take away from this. Clarifying and refining toward
a magic connection point with the emotional hot button that connects to
the prospect, maybe introduces the benefit, and pulls them in your
direction.
• Open a file and move the words around, drill down to more specific and play with
it until you get a headline
Session 10 of 15:
EXERCISE: How To Create “Content” That Generates Traffic, Leads & Customers
(5 Steps):
• “Content” is the general word used online to describe articles, videos, interviews,
etc. that carry your message.
• As internet marketing evolves, it continues to combine and integrate “content”
with “marketing” – to the point where the lines are getting blurred.
• One of the most important skills you can develop as an Information Product Guru
is the ability to create articles, videos, and other content that draws prospective
customers in, teaches them valuable techniques, builds credibility and trust, then
attracts them to your website and turns them into BUYERS.
1) Start With An “Emotional Hot Button Issue”: Create a title that involves
one of the Emotional Hot Buttons you’ve identified with your other
exercises.
A headline
2) Pull The Prospect Into Your Content: Describe their problem or desired
outcome better than they can.
3) Next, Teach A Simple Technique Or Solution: Teach them a “magic pill”
technique that shows them instant results.
4) Finally, Invite The Prospect To Get More Free: Promise 3x 10x the value
by coming to get a free report, video, or product. Promise benefits.
5) Tell Them Exactly What To Do: Give them specific instructions on how
to get their “free stuff”. Tell them what to expect next.
Explanation of How To Create “Content” That Generates Traffic, Leads & Customers:
• 1: Creating a great headline
• 2: use the skills we’ve developed above
• 3: Take the simplest, fastest, best thing you got and teach them that
lead with your hit song
• 4: promise benefitsHSo the formula is give them the best thing you got, maybe
it’s a page, then say ‘For a free 27 page report where I share the other 9 of
these, click here’, then the link says ‘click here to get free report’
• 5: “I’ve created this free PDF report, it’s 27 pages, all you have to do is come to
my website, enter your name and email address and you can download it for free
right now. Take it up. Come to my website, enter your name and email. Plus I’ll
send you a $97 video that will teach you x y and z as well” Tell them EXACTLY
what you want them to do.
If I could wave a magic want to have your customer do exactly what you
want them to do, what would that be?
Tell them exact steps, cause they don’t know.
EXERCISE EXAMPLE:
• Bankruptcy http://www.daveramsey.com/article/the truth about bankruptcy
HThis is about architecture and a model to follow that gets great organic results
and is customer focused.
• Youtube search for “marketing tip”
• Ebens videos H this is a way to use videos to get traffic to your website. And you
can put video from your youtube channel on your post opt in page.
Session 11 of 15:
Affiliate Marketing
• Here, we’re talking about Affiliate Marketing in the lead generation sense than in
the selling stuff sense since this program is about getting leads and getting
customers to come to you in the first place.
• Ask yourself: “If I was going to arm someone to do the best job they could do, if I
was going to give them every advantage selling my product, what is all the stuff I
could give them?”
• Some of what you can offer is an Education so they believe in the stuff,
Marketing collateral in terms of everything you’d use in terms of posts video text
links and more you give them this stuff, and give them new stuff on a regular
basis since they want to provide value to their leads just like you do.
Products
Banner ads
Articles
Content
Give them stuff on a regular basis
• Tracking can be done with 1shoppingcart or direct track or someone else can
handle things like a clickbank or commission junction.
Your Avatar
• In terms of choosing who the avatar for your business might be, it might make
the most sense to attract the avatar that YOU really want to talk to and who your
business makes sense for.
So, if you lost 2 ½ inches in your waistHthat’s your guy since he’s the guy
you can speak authentically to. It may happen that more people will jump on
afterwards, but if you start with your authentic truth where you can really
speak to someone with authority on something cause you did it and it was
your journey, like losing 2 ½ inches, 31 inch waist in 60 daysHthen that will
speak to the right person who will understand you and get you and every
piece of your marketing after that will flow.
• Also, it’s not maybe a matter of ‘which’ marketing piece to useHbut WHERE.
Where does it fit within the marketing.
• So think of it as a place where you begin to make contact with them, to where
you’re their go to source for information and ideas to get the result they want.
• So when they meet you at the beginning it’s a banner ad, article, video on
Youtube, and they’re coming closer, and closer to you like a squirrel walking
toward your hang holding a corn chip and you lure them inHand then they may
hit your squeeze page 12 times before they finally give their e mail and then they
read your sales letter and they buy your stuff and they’re “in” and you give them
everything or maybe they read our sales page and leave and so you send them
cool stuff and they come back and forth , back and forth and it might be a year
before they buy. So this is long term. So any piece you develop for marketing fits
SOMEWHERE, so don’t throw it away.
• At the beginning of the funnel people are different and you may have 2 pieces of
different content that resonates with 2 people coming into the same funnel, and
both different people are now on the squeeze page.
• And on the bullets on the squeeze page is the universal stuff so as not to cause a
large disconnect.
• And along the path down to the sales letter you may start getting into story
telling, but you couldn’t have used that at the beginning of the relationship.
• So every piece of marketing you create makes sense in some place. Everything
you build is valid.
• You just have to figure out where it slots in. The point is that it is in the ‘dialogue’
that you learn who these people are, what they want, how they think, you really
get into their headsHand then sometimes you test and it doesn’t work and it
becomes a whole other thing (E.g. Alexs’ ejaculationdomination.com story)
• So, any avatar you come up with could be a niche and you can make a living on
any of them, but at some point the question is really: Who do you want to talk to?
Who do you want to be in authentic dialogue with?
• You have an opportunity to dialogue, more than once, over and over again, with
different people who could be helped by the same product, or at times laterally
with a new product.
• The internet is big enough for you to make money in any of these niches AND a
positive impact on another humans life day after day, over and over again,
everyday.
• [This video also had Alex explaining some ideas about the customer avatar]
In summaryV
• We want to do well by doing goodVand the Guru Marketing Plan logo is the
visual representation of thatVletting your light shine unconsciously allows
other to let their light shine. In tweaking people’s emotions, remember it’s
all about. If you do it just to make money, you won’t be happy. You bring
yourself with you to wealth. To get to happy – joy, fulfillment, enjoyment,
durable long term satisfaction with life do the things that contribute to life.
Helping other people evolve brings this. Remember, the spirit of everything
is helping other humans.