107: Making Strategic Noise

I'm very excited to share with you today's episode all about how to make strategic noise. I'm gonna share with you a video ad we created recently, AND teach you a little bit more about the script that we used to make it. I know I've talked about this a little bit in a previous episode (or two) about how we wrote the script for themlmfunnel.com ad. Go to themlmfunnel.com if you wanna look at it. But I'm actually gonna put it right here in this episode! And the ONLY reason is because I want you to watch what I'm doing. I couldn’t care less if you actually go get the thing that it's promoting. What I want you to see is how I'm using things that people are already familiar with in their ads. HOW TO MAKE STRATEGIC NOISE I have been studying more P.T. Barnum… And if you do not know who he is, P.T. Barnum is famous for his circus that he created. He's The P.T. Barnum Circus. But he didn't start doing that till later on in his life… He had a museum that he would promote… And he's kind of a serial entrepreneur. One of the things that P.T. Barnum was most known for was his bizarre ways of gaining attention. And to be a marketer is to be an attention-getter. THAT’S what I'm gonna show you guys in this ad. https://youtu.be/oC1U_Q2yBXM One of the things that he did way back in the mid 1800s when he had this museum was, he went and he found this homeless guy… He walked up to the homeless guy, and he told him to: Every hour, on the hour, several times a day, carry these bricks… He was supposed to put a brick on the corner of all these streets around the museum… And walk around, every so often, throughout the day, take one brick and replace it with the one that's on another street corner… Then walk to the next corner, and replace that brick with another one… And go to the next corner, without saying anything… … That was it. Then he was supposed to go drink and take a nap. It was only 30 minutes before this bizarre act was causing attention around his museum, and thus he would get more sales. I think he paid him 15 cents an hour to do this. He did A LOT of really bizarre, random things. He was the first one to bring an ELEPHANT to America. He's the first one to do a lot of things. And what he was great at was using strategic noise. MAKING A VIDEO AD FOR STRATEGIC NOISE I believe the world is noisy already… I'm not telling you to make strategic noise for noise's sake. However, to be a marketer… Multi-level marketer Network marketer ... You are a marketer, but the industry is mis-named. It is largely mis-named, because they're like, "You can only use these kinds of noise." And it's not really strategic noise… It's like a whisper. I want you to see how I am creating noise. This will make sense when you actually watch it. I'm doing bizarre things… And you don't need an explanation. People NEED curiosity in their lives. They WANT excitement. I challenge you: To watch what I'm doing and how I'm orchestrating it. HINT: Don't stop when you see me get to the offer ;) I strongly encourage you to go and watch the YouTube version of this podcast episode because you’ll actually SEE the ad… The jump cuts How fast we did I had a professional video ad team follow me around for a day. We shot this ad and we've been going back and forth on different cut styles, when to take this out, and put this in, and what kind of words to put on the screens etc. I'm using an actual script in my head… And then I'm doing a few weird, bizarre things that make no sense for the sake of gaining attention. MLM VIDEO AD In the ad, I'm also making fun of a few things that are widely known inside of MLM. Q: Why would I do that? A: Because they're widely known inside of MLM. One of my favorite Shark Tank episodes was where they turned down funding for this guy because… They loved his product, they liked him, they thought it was amazing. BUT the only reason why none of them funded him is because of this… This is what he said. "I like it, I like you, it's amazing. The only issue is it would cost millions of dollars to educate the market, in order for them to buy this." I was like, "Oh man, that's a powerful statement right there." You don't have to be this prolific genius. The market will tell you what’s already known. If you're like, “How do I make ads for this or that?”, “How do I gain attention?”, “How do I gain more noise?” You need to join in the place where they already are, and then take them to a new spot. Watch the ad and I want you to do something for me… When you learn something cool or observe something, please pause it and take notes. One of the ways I learned how to write scripts in my early days was to watched A LOT of videos. I would press play and then press pause and write it down. Q: Did that take few hours? A: Yeah, it did. Actually, sometimes it'd take a few days. But I internalized it on such a deep level. It meant I could replicate it and do the same, which is why we're doing all this. Take out a piece of paper. LEARN FROM THIS VIDEO AD What I'm good at is causing buying emotions. When you start to feel the buying emotions, pause and take note as to why you're feeling the buying emotion. This is one of the greatest educations I could give you on this podcast. Make notes when you: Start to feel the buying emotions Learn something new When you see something bizarre I'm doing this to fight false beliefs and poke fun of certain things. But there's a spot where I switch gears and start pitching. Watch that. Try and answer these questions: Why am I pitching what I am? Who am I pitching it to? Who do you think my target buyer is? … Thinking this way turns you into a marketer. You DID NOT become a marketer because you joined MLM. I needed to turn you into a marketer. Dissect this ad and go slow. Watch what I do to create scarcity and urgency. What do I do to walk them through buying? What do I do afterwards for all the knee-j...