Perry Marshall – Marketing in 10 Dimensions
Perry Marshall – Marketing in 10 Dimensions | 25.3 GB
Session 1: HOW BUILD 10 DIMENSIONAL MAPS
You can’t have a successful voyage with a crappy map.
The opposite side of that coin is: “A problem clearly defined is 95% solved.”
I will show you how to approach any problem in any industry (even in markets you’ve never worked in before!) and break it down to an ingenious minimal set of component parts… so you now define that problem in a better way than anyone ever has mapped it before.
I don’t read business books much anymore. I find it far more productive (and fun) to read books about cosmology or evolutionary biology or cancer or Antarctic exploration. Speaking of Antarctica…
For literally 2,000 years, ancient people heard murmurs of a frozen southern continent. The Greeks called it “Terra Australis.” Some believed it extended as far north as the equator.
Take a look at this Dutch map of Antarctica from 1596:
It shows Antarctica touching South America, then stretching all the way up to Hawaii!
James Cook proved this map wrong by sailing all the way around the Southern Ocean, and crossing the Antarctic circle. 1773.
You laugh at this map. We all laugh. But silly as it seems, even in 1900 we still knew less about Antarctica than we knew about Mars!
Most peoples’ assessment of their own skills and business is as distorted as this 1596 map. My appraisal of my own sales ability when I was 25 years old was at least as flawed as the above map of “Terra Australis.” It’s why I floundered for so long. The weight of self-condemnation I staggered beneath was pure torture.
ONE Marketing DNA test printout would have propelled me to the level of “accurate as 1900.” (And rescued me from $30,000 of credit card debt.)
To build the Marketing DNA Test I used an 8-axis Matrix. Because I chose the axes wisely (= most crucial part), the test is remarkably accurate. Company leaders are using it to match people to tasks, with precision… increase their income by leaps and bounds… a recruitment agency could use it to build Network Effect and gain a sizable advantage over rivals.
One guy wrote in and asked: “How do you come up with such intriguing copy hooks?” The answer is: I used 10-D Matrix thinking to come up with that, which made it pretty easy.
Well, the coolest part is – the multi-dimensional structure was what I taught my students to use inside the Display Network itself and evade competition. Through cross-dimensional thinking!
You can do this on a grand scale (I’ll show you a client who’s doing just that) but you can also do it in bite-sized pieces: Quizzes, landing pages, intake forms, consultations, lead generators, sales disqualifiers.
I’ll show you how to create your own “Metric system” for your industry so that people are talking, thinking and measuring problems the way YOU break them down, instead of the way your competitors break them down. People will be in awe of your ability to grasp, deconstruct and isolate causes.
10-D Matrix Thinking was the foundation of the Swiss Army Knife tool as well, which continues to deliver results for clients 12 years later. (The Swiss Army Knife harnesses something like 30 or 40 dimensions.)
Session one will canvas copywriting – emotions – bullets – Swiss Army Knife – USP elements – marketing media (1 entire session) – including formulas and heuristics for determining if your structure passes muster or not.
Session 2: FRACTALS & EMERGENCE
One of my most-told stories is my epiphany in Buzz Cafe in 2003, reading Richard Koch’s 80/20 book and realizing 80/20 is fractal. There’s an 80/20 inside every 80/20, and another, then another.
I’ve earned a good living for the last 20 years. Just from that one insight.
That’s because I take fractals farther than almost anyone, applying them across every dimension, band and boundary. In Session 2, I’m going to take you down Perry’s fractal rabbit hole, showing you how you can recognize them everywhere and use them to GREATLY SIMPLIFY things that seem impossibly complex.
The fractal nature of everything: This is why I’ll devote an entire session on how to think about, watch for, identify and profit from fractal patterns. The best way to find invisible money in markets is to notice patterns that nobody else notices. This is true in investing, marketing, advertising, product development – you name it. In the mid 2000s when Google was new, I realized Google ads and YouTube videos are fractal infomercials; smaller, far less expensive, while retaining the same concept; that’s why I grasped THEN how urgent it was for advertisers to get on board and evolve with the platform before the ads got expensive!
Fractal stagnation & bureaucracy: Why almost every industry is 50 years behind state of the art… and most importantly, how to harness this knowledge without getting kicked in the teeth. There’s a dark side!
(Strange) attractors: There is a way that the world “wants” to be. Most people are living in the “should be” world instead of the “is” world and wearing themselves out fighting nature. Discover how to discern the natural attractors that make businesses flow naturally.
Session 3: EXPONENTIALS
In 80/20 Sales & Marketing, I issued this statement:
“Everything that really matters in business isn’t linear, it’s exponential. 80/20 is about Power Laws—powers of 10. You should always think in multiples of 10.”
In this session I share with you a dozen plus ways to think and map your universe in exponential terms. Power Laws are among the most powerful weapons in the toolbox, and I’ll show you how to flip back and forth between linear thinking and exponential thinking, effortlessly.
How many times have you entered a market and early ad tests indicated GREEN LIGHTS EVERYWHERE… Then you invested big money and experienced a huge, painful BELLY FLOP? I’m going to share a little-known method by which you can judge the resistance of entering a market, and estimating the point at which resistance lets up.
Linear thinking is a disease that permeates all fields, all industries… I’m going to help you flip that around so even when you’re deluged with “linear information” you can transform it into an exponential perspective.
The great disease in business is average thinking. Discover how to map “average” to “outliers,” reliably guessing in advance how much gold is hidden in that goldmine, even if you’ve only tapped it 20 feet so far.
Oftentimes I will shed mathematical formality and “run with the fun.” (Math professors would send me suicide notes if they knew what I was doing, but the artistic freedom is what makes it so exciting.)
Session 4: WAVES
When you push the universe “in” here… it pops “out” over there.
There is no free lunch. Only brilliant compromises and synchronicities.
But belief in free lunches has shipwrecked a million ships.
My early days of designing stereo equipment called my attention to a little-known maxim called “Hoffman’s Iron Law.” Later this sensitized me to the fact that the universe is densely packed with Tradeoff Triads – clusters of 3 offsetting compromises like QUALITY – FAST – CHEAP – where you have to pick two, ‘cuz you’re gonna pay with the third one item in the list.
Most people are in denial of this. (I thought I could shortcut it in some of my early speaker designs and the results were disastrous.) People try to shortcut them and end up screwing themselves. True artists don’t cheat; they mask one deficiency with another.
Honestly, I can’t tell you how many times I thought I understood something that I believed to be fairly simple, and I didn’t actually come to grasp it until 5, 10, even 20 years later.
When I was first developing my chops around Google ads and sales funnels 20 years ago: “How do you pick up a person on a keyword and move them ALL THE WAY TO [spending a large sum of money / changing their belief system / getting involved in a whole new subculture]…
…I recalled an acoustics project I worked on when I was in college. In a field called “transmission lines.” How sound waves travel through a pipe organ, and what happens when waves reach the end of the pipe…
…is very similar to what customers do when your conversation doesn’t match the conversation inside their head.
They bounce!
(You know that on landing pages, we measure “bounce rate.”)
What an audio guy can see, invisible to most marketers, is a fine analogy: There is then a forward traveling wave and a backward traveling wave and the waves add up in fascinating patterns.
Again, only an engineer from a specialized subject would even think to frame things this way.
Once a guy flew into Chicago and met me at my home for a 1-day Private Client consultation. He had built and sold a software company and had an engineering background. I was explaining how I think about making a smooth transition from Google search term to ad to landing page to order page and he said “Oh, it’s like matching impedance.”
“YES!” I exclaimed. “Yes! It’s just that I’ve never, ever tried to explain that to anybody but since you’re an engineer you understand!” And I went on to explain more in our mutual shared language.
Impedance is a richer, more complex notion of resistance which not only considers friction but also stored energy. It’s used all over the place in electrical engineering and acoustics. You use imaginary numbers (square roots of negative numbers) to represent it.
It’s a multi-dimensional idea and it’s very cool. It’s also useful because it considers whether the stored energy is ahead of what you’re trying to do, or behind, and by how much.
YES, this is very useful in sales funnels – synchronizing with client desires and deliberately NOT being in step with [co-dependent with] the client.
(Hint: It has everything to do with the fact that you can spend months cajoling and convincing a customer to buy, but the minute they decide to purchase, they become angry at you if the delivery comes late. Wanting and getting are OUT OF PHASE).
When there’s a sales disconnect, there is an unintended consequence: What the customer does when they pop out the other end.
And there is a pushback into your sales organization. All because of a mismatch between expectations.
Each world has something to teach the other. Despite the fact that nobody else in your entire career has ever compared these two things.
Does your sales cycle last 2 days? 2 weeks? 2 months? 2 years? In this session, I’ll show you how plotting your sales cycle as a “forward traveling wave” and “backward traveling wave” and thinking about “complex reactance” enables you to capture more clients with less effort – and fight with customers far less, harnessing both forward and backward momentum. It’s sales jiu jitsu.
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