Here are my notes... quick typing as we went - NO editing, punctuation, spell check, etc. All done in workflowy which is my favorite app ever. Thanks Mitch! - Brooks ● If YOU are a story - you must be a story worth following ● Kurt Vonnegot - studied story shapes ● man falls in hole - gets out of hole - better than where started. ● Cinderella - nothing - gets something - loses it - gets it back lives happily ever after ● . ● 1700 story lab - found most common plots ● found 6 plots that make up every good story. ● Rags to Riches ● Riches to Rags - the fall story ● The Icarus Plot - rise then fall ● Odepius Plot - fall rise fall ● Cinderella story - ● ● these are all lies - snippets of time - never life happily ever after ● ● Take Biz coaching industry - most are doing hero's journey ● revelation is - vast majority of people online doing this - they are NOT on a hero's journey - they haven't left home yet to do something dangerous. they are just pretending ● even if they WERE on a hero's journey - they were at the end of their movie - nothing to follow. ● If your position is - you've done the hero's journey ● ● disagree with Donald Miller - yoda - ● if you position yourself as finished hero's journey - need to be on a higher - new quest ● they are on same quest as audience - but trying to front like they are not ● they do NOT show all the monsters they have to slay - afraid of showing that - on same hero's journey - don't want to be seen as less ● ● The secret is to make sure you're on ANOTHER hero's journey - be on another one - something for people to follow - on next level than audience ● you can show your ups and downs ● ● They are LIES because they are SNIPPITS of life. ● as human beings we are complex - go through these stories MULTIPLE times ● all we are is ongoing stories of all types ● ● highest rated TV series that go on for many years - sopranos, GoT, WWE, etc. not typical man falls in hole ● you don't know what is up or down. you have NO idea how it is going to end - that is more close to the truth ● there might be an over arching story plot at the end. ● ● There is a BIG secret to pull this off...sharing later on. ● ● If you are struggling to come up with content on a day to day basis - you don't have a true plot/premise ● if you have plot/premise - story writes itself - Mitch's "road trip" movie story post ● wrote song for GF - accidentally sent sex tape to GF - cross country trip to get the tape back. ● ● If you have a good plot - everything will write itself ● ● THE SECRET TO STORY ● Character goals - the protagonist - what is your goal? ● most people's goals as a character - character goal - very broad general goal ● ex. I want to help people be successful, help people get rich, be rich, etc. ● maybe get more specific - I want 10k entrepreneurs making 10k a month ● BUT not thinking about this in the way that makes a great movie or story! would you watch that? ● You need more info... too abstract ● ● Everybody wants those things - to help people - make money - etc. that is NOT a plot ● ● SECRET ONE ● Pair the Abstract with the SPECIFICS ● the next secret is to make it personal ● an example is batman - he is cleaning up gotham - fighting crime - but not enough to make you give a shit ● only matters when you know the PERSONAL reason why batman does it - personal revenge for people that killed his parents ● you want an almost impossible yet personal goal ● MADD example - mom's son killed by drunk driver - brings whole story alive ● he is out to create 10k millionairres because of some personal reason. ● friend doing natural health and wellness - because western medicine killed his mom ● ● makes people empathize with you and pull it off - the romance movie is not as intruguing until she falls in love with the bad boy and she shouldn't - ● The PERSONAL and the DANGEROUS - people want to see the payoff for YOU based on that personal thing. ● nobody is going to believe that you want to help 10k people make 10k a month. ● HAS to be something personal in there! ● ● if you didn't have limitations or ● NOBODY is invested in PERFECT - it is ONLY the limitations that make it good! ● ● anything that makes you tear up - ex. biggest loser, extreme makeover - it is the emotional payoff! not the house/weight/etc. ● ● a quest is universal - hero's journey can be masculine ● wizard of Oz - go to see the wizard - obstacles along the way make it interesting ● ● People are hiding the struggle - because they are ON the same journey as their audience - hiding it ● you gotta be real, or punch down further and stop being more than you are. ● You HAVE to start showing the obstacles and ups and downs ● It is the FLAWS that make people give a shit about you ● ● the 6 positioning Epochs - just 1 of 29 concepts ● brand - comes from brander - to burn - ancient egyptions/greeks - used to brand slaves animals, etc. - Brand to show ownership ● Romans used to sign their art - but hide the signature - 1500's on the outside of the painting ● 1. OWNERSHIP ● business and industry starts to pick up - more technology and competition - villages to cities ● ● 2. DIFFERENTIATION ● went from ownership to having to differentiate - lots of people in cities you didn't know - competing againt others ● ● 3. TRUST ● not that multiple products - lots of choices - and distance - you have to use positioning and branding to create a form of trust ● you have to keep building on these epochs. born out of need an necessity. ● if product is far away - how do you evoke trust? that is where logos and symbols come in - humanize the product ● ● 4. ENTERTAINMENT ● have to tap dance now - fight and create attention - put entertainment in there - movie placement, commercials etc. ● must start entertaining ● more and more competition... ● Eugene Schwartz - feirce competition, market is saturated - drop it and start working on Identity ● ● 5. IDENTITY EXPRESSION ● timex - identiy - quartz watch - never lose a second - ● in the 70's rolex was a working man / diving brand - but they were never luxury ● timex almost wiped everybody out. complex contraptions didn't keep time as well as new cheap technology ● Rolex changed positioning - through Identity experession - WHO the person is IF you buy this! - james bond watch ● been in this phase for a long time now ● ● 6. SYMBOLISM ● you are this type of person if you get this thing ● the more competition in a market - the more personal you need to get with the audience ● things going tribal ● full circle - customer feels they own you - back to ownership (from 88 minutes in - looping back) ● ● In TV - if you want to get invested in a character ● 3 ways ● 1. the more you know about them, BUT not everything ● 2. how much time you spend together ● 3. ● stockholm syndrome your audience - the hostage falls in love with the criminal ● ● TRANSITIONAL OBJECTS ● children will latch onto objects as a way to transition through major changes in life - teddy bears, blankets, invisible friends, etc. ● transitional objects - important for children to help them deal with uncomfortable changes. ● it can be on your own body - suck thumb ● we don't outgrow this - just change what they are. trade them for brands, bands ● YOU might be a transitional object for your audience ● ● the people most fanatical about certain brands - the people most bought in are usually the most unstable. ● they are hard core teddy bearing on that thing - they need that object those training wheels ● ● helps kid handle stress and life changes ● they are personfied insturments of personal expression for the audience - just a symbol to them. ● ● transitional objects - reaction videos on YouTube ● ● Brand is living proof - living amalgamation of who they want to be. ● ● the teddy bear - it is theirs - it is MINE ● ok, what does MINE mean? ● my teddy bear, my city, my team, my coffee shop ● this MY thing? - what are they taking on? ● ● how do you get people to think of your brand as something they OWN? ● threw mitch for a loop for a long time ● Hulk Hogan - ● Justin beiber - the beliebers ● russel brunson - funnel hackers - 2 comma club ● Grant Cardone - 10x - scientology ● feel sense of ownership with fans ● ● take away their teddy bear or mock their hockey team - it is like mocking THEM. ● must understand ownership and posessions - ● what is a posession? something that takes over us in a way - be possessed or be posessive ● ● Mitch Miller - uses Kartra after 4 years of CF ● ● Stock - own a piece of a company ● record label - why can't an album be a stock? be more invested in artist success - own piece of what they bought ● ● a man is the sum of all that he can call his. ● in psychology we call these posessions part of our extended self ● we don't just own posessions - we are possessed by them ● want your customers to feel possessed by YOU. ● ● burglary victims - they did interviews and studies - 100 femals victim of home invasion - but were NOT home ● 8 of 10 described it very similar to being raped - they there weren't even there. their posessions were there - their extended self ● ● Eugene Schwarz - 2 sets of desires - simple desires - lose weight, eat ice cream, make money, not walk barefoot, sleep with shelter over head - a lot of what we sell is basic desires ● you can write lots of copies for those desires... ● but when market gets sophisiticated - must start focusing on identiy of who you are going to become when you buy this product ● you aren't selling a product or a result - you are selling the person they will become ● desire for self expression and recognition ● best conveyed NOT verbally - rolex selling 10k watch with 1 page ad. ● vs. long page to sell $67 ebook ● Symbols and subtle symbolism ● ● you're wasting your typing telling people who they will become. use a picture - symbolize ● not 40 pages of guy getting the girl - show pic of silhouette of guy WITH the girl ● ● Achievement and Character ● achievement - want to be homeowner, dad, millionairre, 800 credit - concrete and objective ● character - subjective - good mother - successful entrepreneur, sexy, beautiful ● ● the achievement ones can't be fudged - know when you have them ● character ones are bottomless black holes - this is where the hard core selling is done - can never be filled - subjective ● no consensus of what it makes a "good mother" get to top of mountain - this is all there is? ● character desires - desired to be recognized for them - look at fb profiles - see which character label they want to be identifed for the most ● sales lead - fb profile says mother, biz owner, motorcycle racing - talk to them about mother first - it is important ● biz stuff is way to strengthen how good of a mother she will be. ● ● people will NEVER feel they are enough. black hole ● sell to identidy desires endlessly ● ● we feel we need to broadcast our identity to the world for some reason. ● we need people to know who we are - recognized our achievements and the person we believe we are. ● we can't do it overtly, or become braggers. ● if you are not humble - people cut you down to size ● broadcast who we are with symbols ● ● PROVIDE AUDIENCE WITH 3 THINGS ● symbols of merchandise to you - that show ownership - that you own each other ● trophies - provide for audience and customers - nothing more than symbols - can you provide those trophies to them - 2 comma club - finish challenge - get a belt buckle - a trophy, ● platform - can you provide the platform for them to show off - russel brunson live events - ○ Symbol: Funnelhacker tshirt ○ Trophy: 2CC award ○ Platform: FH live ● ● ● Status symbols want to go down - people want to pull it down - they don't have LV, want LV. ● ask people what is most imporant to them! SIMPLE - ask why and dig ● ● Complications - if you want to hold status and market - the more you hold that status - complixity can come from reducing supply, the extra mile you go for your customers ● Rolex, limit supply artificially - then create secondary market where watches trade higher than retail. it is a long game for high status brand ● harder you are to knock off - hold your status. ● something to be said for really simple marketing campaigns. get it working, then add complexity - nobody can rip it off ● ● complications in watches - date, sun rising, alarm - more complications harder to copy ● torrent sites lower the value of your courses - hold positioning by keep it complex ● ● the loss of your posessions is the fountainhead of creativity ● if in creative slump - lose something important to you ● loss of posession is loss of sense of self ● ● we are lonely - lonlier than ever - looking for things to fill us up ● people need that song, artist, album, person on social media - spend emotional time with them. ● album becomes transitional object ● ● the 6 positioning epochs - I believe the 6th is - pissed me off - but in order for them to own it - hate to say it - but CULT is the 6th epoch. ● a culture of disagreement is a true culture - but without the disagreement, it is just a cult ● in a cult - no disagreeing ● we are getting tribal now - don't see a way of stopping it ● devolving into tribes and cult like groups. ● a tribe that people can LEAVE at any time, or disagree with - and allow people to be individuals within it ● ● Harley Davidson is a tribe/cult - they provide platform and trophy at same time - symbols - the jackets, etc. ● but you can leave at any time and be yourself ● ● industry from consolidation to fragmentation - companies serving different types of people ● make it ethical - do not devolve into the cult stuff you've seen - no diversity of thought ● ● self consciousness - hidden energy suck that will make you tired. ● you cannot be somebody you are not - know your quirks and amplify them. ● ● Want to entertain before you educate ● words are just sign posts ● this is why context is so important - who is audience? ● we usually go too broad as we're worried about alienating people. ● ● people trust and connect with people like them. ● ● generally speaking - broad in the streets - subtle in the sheets. ● save the nuances for the comment section - suck them in with generatlities and keep them in the subtleties ● the gereralities are controversial because they leave out the naunced meaning that is in the details. ● leave initial stuff up to interpretation - let people argue about it in the comments in your world. ● ● Truth from Muhammud Ali - half the audience is there to laugh and boo at the other half of the audience - just be the conduit to it. ● ● This is why PC (political correctness) is so bad - if you try to be too nice/good/etc. and you have a very limited set of behavious you will engage in, you very much limit yourself with what you can get away with ● If known for being a bad boy, confrontational, edgy, etc. gives you virtually unlimited freedom. ● if you are proper and politically correct and do the 'safe' thing - then you have a very very small window in which you can operate. ● ● Kids - one is a little A-hole, one is a goody 2 shoes ● one has freedom to get away with more. ● but the good kid does something bad - gets in trouble - outside of their normal box. expected of the 'bad kid' not the good one. ● ● push lines in advance so don't get cancelled when you make mistakes. create wider lines of behavior to act in ● ● narrative tension - open loops - end of soap opera on monday - must tune in tuesday ● open loops key to narrative tension ● ● we are each a complex soap opera or tv series - over the years many story lines - YOU are the complex story line - always have tension going on ● do a killer piece of content...at the end...finish it later on ● leave some mystery ● ● IF YOU RESOLVE THE TENSION - the show/movie is over! ● ● 29 Concepts ● 1. you gotta have your own story plot that is different than audience - and must be in ongoing plot - can't be at end of hero's journey - can't pretent to be where you are not ● 2. 6 positioning epoch ● 3. 3 triggers to get audience addicted to a character - intense emotional time ● 4. idea of transitional object ● 5. the 2 desires satisfaction and identity desires - concrete and subjective ● 6. can't read writing...lol ● beautiful mind movie - Mitch's room - crazy person room - might take a pic of it. all 29 concepts weaved into this. ● will fix it when wake up tomorrow ● ● If want to get famous as an artist - have a song - run ads worldwide - see which place people like it the most ● women in algeria liked Max's music and columbia too. ● Go worldwide with music - see who picks it up - then F the worldwide and go hard in those 2 countries. Focus all efforts on columbia - get desire to see live there - then sell show there - sell it out. fly there to play 1 sold out show. Sold out before you went there. ● First show is sold out - then work the next city/country - build it up - do 2nd sold out show. keep going - golden ticket to the venues. ● word starts to get out - systematically get out
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