What I'm gonna share with you in this video today I truly believe might be the
most advanced and powerful marketing lesson that I may ever be able to share
with you even over the next 50 or 80 years as I continue to cultivate my
skill and understanding of marketing and online marketing all this stuff I truly
believe this will continue to be the most important lesson that I can ever
share with you it is a little bit advanced so please pay extra close
attention I'm gonna start this with a quick story so one day a farmer wakes up
looks at his pasture and goes guy looks pretty good this year
everybody's looking good and then he looks to his neighbor's pasture and he
notices it's a little bit greener it just seems to be a little bit better he
goes gosh dang it I hate that guy his neighbor also wakes up same morning
looks at his own pasture goes looking really good this year and then he looks
at his neighbor's pasture he goes it's greener it's better I don't know how
we'd I don't know what he's doing he's got better soil I don't know later that
day both these farmers go to the local drugstore they see each other they both
share dude your pastures great he goes no dude your pastures better and they
come to a negotiation they do a deal and they decide to simply we're just gonna
trade farms and that's what they do and the next morning they wake up and Farmer
number 1 wakes up looks at his new better pasture that morning that girl's
goddess's immaculate and then he looks over at his old pasture the one he gave
to his neighbor yesterday and he goes how how the hell did he how did he make
my old pasture even better than his in one day how was it better alder farmer
has the same reaction the morning the moral of this story one is the old
saying right grass is never greener I believe that to be true I believe the
grass is never greener I also believe that the grass is most green where you
invest where you invest the fertilizer right and where you find the best well
but the moral of this for here in terms of marketing is very very simple all
right these farmers they didn't want better fertilizer to make their farm a
little bit better they wanted their neighbors pasture right they didn't want
to repair or just improve just a little bit they wanted to replace they just
wanted a quick switcheroo get rid of this terrible nut and not make a little
bit better just deer this past year and just gave me the
whole brand new better pasture I want you to think about Cinderella Cinderella
she's cleaning she's miserable the sisters are cruel to her and they hate
on her Instagram and she's looking out her window one night wishing of a better
life and here's what she's not dreaming of she's not dreaming of a better broom
to clean the house a little bit more efficiently with when she looks out
Cinderella's window she is looking out and imagining a whole new life for her
she's not imagining a better broom she's imagining a prince and a carriage and
people and adoring fans and wealth and prosperity she's imagining a whole new
life for herself and that is the key marketing distinction we're gonna crack
into a very deep detail here is that your prospects I don't care what you
sell or what industry and if your EECOM service closing copywriting marketing
funnels brick and mortar it does not matter your prospect no matter what they
don't want a better broom they want a better life they don't want to make
their their pasture a little bit better they want the whole new pasture they
just want to replace it in their life with a better one and if you can market
to this deep unconscious desire that is dormant yet wha
active inside of each and every one of us you will lead your field you will be
an industry Titan you will be a world builder a history maker you will be the
king or queen of your industry so let's take a look at this right now principle
number one different is better than better a few years ago for my
girlfriend's birthday we took her and a bunch of her friends
and some of my friends and we went to Cabo in Mexico Cabo is you don't know
it's a place in Mexico where people go to party and get drunk outside that's
about it now at the time I was like in my big party phase I was going to Vegas
almost every weekend so I was like expecting Las Vegas party scene in Cabo
Mexico and when we got there I was a little bit disappointed Cabo is not Las
Vegas it's okay but everyone was having fun and I was trying to have fun but
frankly I wasn't being very present to the moment I was just thinking about Las
Vegas and in that moment I don't know day two or day three I think we're at
Nikki Beach partying cause like I would just rather be in Las Vegas right now
I said that louder one buddy's like no I'll dude you're not gonna go to Las
Vegas and then eternity was like wait maybe you will go to Las Vegas cuz they
know me I do things like this and I immediately I called my travel agent I'm
like yo can we at jet from Cabo to Las Vegas can you make this happen he
couldn't get it jet videos I found you a flight it's Virgin America it's a good
flight first-class etc etc and I tell my girlfriend this and she's like really
like we're partying in Mexico you just want to like leave and then go to Las
Vegas I'm like no we'll finish partying in Mexico we got five days here and then
we'll go party in Las Vegas and the point is this when I'm there
sorrowing complaining being whatever in Cabo not that happy with the scene there
and wanting to go to Vegas there is nothing you could have told me that
would have made me want to stay in Cabo you couldn't have said we'll go to this
club it'll be a slightly better environment and we'll go to this other
bar in Cabo it's it'll be more fun it'll make halibut there was no repair
you could have offered me that I would have agreed to I didn't want to make
Cabo a lot better or even a little bit better
I wanted to replace Cabo with Las Vegas that was all I wanted and your prospects
are no difference so when you tell them hey I'm gonna give you a better Cabo
you're gonna have a better you know I'm gonna make your workout program a little
bit better your nutrition program work a little bit better your bank account a
little bit better your sex life a little bit better
they don't want better they want different they don't want repair they
want replacement and so when you are marketing to your prospects do not make
the mistake that the majority of amateur and even intermediate marketers make our
sales people make by promising and offering repair offer replacement
because different is always better than better let's crack into principle number
two right now principle number two the Cinderella window now Cinderella got the
evil sisters cleaning up all day she's you know she's miserable I want you to
think about what she sees when she looks out her window at nighttime outside a
Cinderella's window right we talked about this beginning of the video she's
not dreaming of a better broom she's dreaming of a totally different life
right she's seeing a carriage he's seeing a prince she's seeing
love she's seeing family that actually appreciates her she's you know she's
seeing animals she's seeing all this stuff she sings sunlight and unicorns
and rainbows in a bowl of nothing but pink and red starbursts like she's
seeing all this great stuff and I want you to imagine your prospect is
Cinderella and I want you to ask yourself when your prospect looks out
Cinderella's window for themselves what do they see
what are they imagining who else is there how are people seeing them how are
they seeing themselves what is this different not better just a completely
different life look like and if you can market to what they see when they look
out Cinderella's window instead of what everyone else in your industry is doing
which is just selling repair and improvement you will have such a
gargantuan advantage over your industry and your competitors won't know how how
is everyone loving this person and following this person and buying from
that that market leader in that business when my stuff is just they won't
understand how it is that you're doing it it's because you'll be marketing to
the true unconscious desire of your prospect which means it is not for
repair improvement it is looking and searching for better for replacement not
repair replacement it's searching for that idealized outcome what is your
prospect see when it looks out Cinderella's window now let's get into
principle number three right now principle number three replacement /
repair imagine a salesperson who works at a mattress store and a couple comes
in and they tell him that they've been arguing a lot in the relationship
because she likes a really soft mattress he likes a really hard mattress and they
argue about sleep and now they're not sleeping as much and now they're really
nasty to each other and they just want to find a solution here and let's say
he's got a mattress that will solve the problems that's soft on one side hard on
the other etc the difference between selling repair replacement is repair is
him saying with this bed you guys won't argue as much right what he's saying is
you love the same relationship you just won't argue as much if it's a slight
repair it's an improvement get rid of that you want to sell
replacements that instead of saying that what he should say is with this new
mattress you guys will be making babies all the time you will create too many
babies you will create so many babies that Elon Musk will have to work faster
so we can all these new babies you're making to
the planet Mars he's not selling repair he's selling a whole new relationship a
whole new life it's gonna replace this this nagging nasty relationship you guys
have now with one that's filled with love and connection and intimacy right
replacement not repair so check yourself check your marketing I'm not just about
I'm not just attacking you I'm calling myself out here
check yourself check your marketing check yourselves check your promises are
you selling repair or are you selling replacement I promise you if you're
selling replacement if you're selling greener pastures if you're selling
cinderella's window instead of it'll be a little bit better right it's a
slightly better combo it's a slightly better relationship it's a slightly
better mattress it's a slightly better farm - slightly better broom instead of
selling that if you're selling replacement you will dominate your
market and your competitors will have no idea how and if you are as good hearted
as I think you are that is exactly what I want for you so that's gonna wrap up
this video here two things put a three two things I want to know from you right
now number one hit that subscribe button if you're not subscribed yet the more
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comments section what here is most insightful for you how is this gonna
affect your marketing and your business and thing number two I just challenge
myself you may have heard to create a hundred millionaires students in the
next three years I've got four millionaire students I've helped create
in the last three and a half months so we're doing pretty good I got my work
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