Ben: …that for $5.997 I am giving you a franchise around a mastermind.
David G.: So, you’re giving me a little black box I can take to my list and it will spit out money. All I have to do is say “Check out this black box”. OK
John: So, first you have to write out all the objections that you’re going to have 18 months from now. One of the first is “why do I have to have someone tell me how to run a mastermind?” And, so my first suggestion right out of the box is that the word “mastermind” has to be changed, or it needs to be altered in some way.
John: Because a mastermind is like saying “I’m going to teach you how to make a hamburger” You know… “why do I need you to teach me how to make a hamburger?” “Well, it is not just a hamburger…it is a Mac-burger”.
Lorrie: Why can’t it be Mack’s Mastermind?
John: Exactly…it can be.
Ben: It is Dr. Ben Mack’s Mastermind.
John: Well, that is a start. I would want another word in there. It doesn’t really matter what the word is…it is a positioning word. Masterminds on steroids…mega-mastermind…the master mastermind. Some kind of positioning thing that helps me understand why I just don’t need to read Think and Grow Rich again and do it myself.
Kennedy doesn’t use “mastermind”, he uses…what does he use?
Stan: “Inner circle”. Now he’s making up medal levels…
John: Now he is up to super titanium…
Stan: Triptonite, or something.
Ben: When [unintelligible] launched the Deluxe Interactive Mega megasort, I was the one that put the word “deluxe” on it, and it was meant as a joke. I’m in a meeting where they are talking about the “Interactive Mega Megasort” and I meant it as a sarcastic joke “we should call it the deluxe interactive mega megasort”, and the Chief Marketing Officer said “I love it”.
John: Well, there’s a reason they do it. The language out there…the word “Mastermind” is not a power word…it is very soft and it is very overused. So that is why I use the word “hamburger”. No matter how much passion you bring to the conversation…if you are going to teach me how to make a hamburger you don’t have my attention. It is not going to go anywhere. You have to redefine the element. “Mastermind” is one of those words. So, you are not selling a mastermind. You are selling a different manifestation of the benefits of a mastermind. So, you’re not selling masterminds, you are selling a black box that produces money.
So, from that you have to back up and you have to make it more palatable to me. You are asking me to spend a lot of money on something that doesn’t have that kind of value to me. A lot of this is going to rest on the testimonials you get, on the credibility you bring to the table, and the way you can sell me on it…
If you like this lesson (and are not already a member of the Marketing Rebel Insider's Club), you will be glad to know that there is a vast library of small business marketing lessons and training programs just like this...
...plus a private Facebook-like chat stream where you can get answers to all of your
questions about marketing tools and techniques, small business growth, and life as an entrepreneur...
...which is only available to members of the Marketing Rebel Insider's Club.
You can access all of this immediately for less than $1/day.
You will see for yourself why our members love this online club so much...
... and why they don't invest in marketing tools or strategies without first checking in with The Club.
Click Here to start your membership today.
We'll see you on the inside...
Stan Dahl & The Marketing Rebel Team