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(Part 2/4) Modern Marketing Manifesto (M³)

This four-part Modern Marketing Manifesto (M³) series was sent to our email list. Below is a complete archive. We hope you find the series valuable.

If this resonates with you, our Modern Marketing System (MMS) is our flagship training that teaches what this Manifesto lays out. And if you're not already on our email list, you can add yourself here.

Hey, it's André and Shawn…

You may have heard the joke about the man who jumped off the Empire State Building in New York City.

On his way past the 40th floor someone asked: “how's it going?”

“So far, so good…” was his reply.

Gravity is funny like that…

It doesn't care if you believe in it or not. It just is.

Ignore it at your peril.

Modern marketing has its own version of “gravity” in the form of fundamental truths that can't be ignored without (serious) consequences.

In this episode, we're going to reveal those truths so you understand the principles governing the rules of the game you're playing…

Including the unwritten rules no one talks about.

That's what friends are for…

Let's start with fundament truth #1: building a successful business — online or offline — is hard. As in the opposite of easy.

Yet lots of people sell easy.

Clues that your GPS is guiding you towards Easy Street are any references to templates, hacks, scripts, swipe files or — our favorite — ‘secret methods' known only to ‘marketing insiders.'

Let's call all of that what it is.


We've never seen a template, hack, script, or ‘secret method' that made the difference between success and failure.

Not once.

And we've been doing this for a while.

If you want to play the modern marketing game to win, don't waste another second of your time thinking there's an easy way insiders know that you don't.

Insiders know it's hard.

We'll leave it up to them to explain why they're telling (and selling) otherwise…

Fundamental truth #2: most people who will buy from you eventually won't buy from you immediately.

Lean in and pay close attention to this…

We've mentioned (until we're blue in the face) legendary marketer Dean Jackson's research (backed up by countless others and our own experience) that only somewhere in the neighborhood of 15% of the people who buy from you within two years buy in the first 90 days.

The remainder — 85%! — buy after 90 days.

That means there's four times the revenue opportunity — FOUR TIMES — in months 4 – 24 after someone enters your world.

Act accordingly.

Read that entire section again.

Write it somewhere you can see every day until it's embossed into your brain like a designer tattoo.

If you only take one thing from this entire series, we hope it's fundamental truth #2.

The moment you really understand the implications of what this means, your marketing (and your business results) will never be the same again.

Conversely, if you ignore this fundamental truth (and many marketers do for reasons of ignorance, fear, or unwillingness to accept reality), you'll limit yourself to a tiny fraction of what you could accomplish otherwise.

Avoid that quicksand at all costs is our advice.

(We're not joking about getting the tattoo gun out and writing that down. Go ahead…we'll wait.)

Fundamental truth #3 is so important we're going to devote an entire episode to exploring it. (Look for that tomorrow.)

The short version is that success requires three non-negotiable skills and one meta-skill that ties them all together.

Notice we said skills.

That's very important because skills have two characteristics that make all the difference.

First, skills are learnable. We learned them and you can too.

Second, skills improve with practice.

We'll leave it at that for now…

Tomorrow we'll explore the details and implications.

This leads us to fundamental truth #4: relationships matter (a lot!).

Humans are social creatures and, in general, we buy from people we know, like, and trust.

That's marketing 101.

(We tend not to buy from people who have demonstrated they're less than trustworthy.)

Despite the fact that we live in an increasingly digital world, we still rely on social signals and intuitions to inform many of our buying decisions.

In particular, we're hyper-sensitive to feeling like we're just a means to an end for someone…

… an ‘ethical bribe' followed by an ‘indoctrination' email or two, then BOOM!, we're on the endless offer merry-go-round until we pull the plug.

Or, on the other end of the spectrum are the intense launch sequences followed by months (or years) of silence, then an obligatory “Hey, sorry I disappeared!” sob story email (followed by another money grab launch).


Fool me once, shame on you. Fool me twice, shame on me…

We're not saying it's impossible to fake integrity and authenticity. But, it seems a helluva lot better, all things considered, to embody both instead.

It's easier, and a lot more enjoyable, to genuinely care about your audience.

We're hard-wired to know when someone has our best interests at heart (and when someone doesn't).

Care about your audience enough to give them your very best and everything else will be better (for them and for you).

That brings us to the last fundamental truth (#5) we want to share with you today: nothing happens until something (or someone) moves.

Action matters.

We don't have anything against big goals and dreams of success.

And you'll never hear us say that vision boards and public declarations of commitment aren't useful.

But, we will tell you that none of those, on their own, are enough.

Not even close.

Action is non-negotiable.

But not just any action…

Focused, intelligent, efficient action that takes you step by step toward the future you want, with purpose.

Meaningful forward momentum.

That brings us back to the “so far, so good” mentality of the story we mentioned at the start of today's email.

Sadly, that's what a lot of people are doing without even knowing it.

They've bought a course and embraced a strategy that's never going to get them where they want to go.

They're hurtling toward the ground and don't even know it until it's too late.


…another failure.

Another false start.

One more opportunity to feel like you'll never succeed, another emotional scar gouged alongside the others.

If that has ever happened to you, welcome to the club. We've been there plenty of times, and we know exactly what it feels like.

A string of failures doesn't make you special. Believe it or not, it makes you normal.

(Well…insofar as we consider ourselves normal which may be a stretch of the imagination.)

There is a better way (working with “gravity,” not against it).

That's what the rest of this series is all about.

In the next episode we'll tell you about the skills you need, and then finally, we'll reveal how we do it.

See you then

—Shawn & André

Thanks to everyone who replied to yesterday's question about the appeal of get-rich-quick promises.

We got a lot of responses! Wow. And, of course, we read every one.

Some were funny.

Many were meaningful.

And some were powerfully raw and emotional.

It was a privilege and honor to read those responses.

There were many similarities — and many differences — among the replies, and a pattern seemed to emerge.

Get-rich-quick (which many of you abbreviated GRQ, which we'll start using) heavily influences our deepest desires.

The ‘get rich' part opens up possibilities: control over our own lives and opportunities to positively influence the lives of people we care about were the most common themes we saw.

Problems seem to arise when we add ‘quick' to the mix.

The idea of ‘quick' seems to play some psychological games with the human condition that short-circuit our emotions in ways that can create additional blind spots.

Knowing that: let's all agree that getting rich is possible. We've seen it happen more times than we can count. And let's be honest, it's better than the alternative.

Now we can focus our attention on ‘quick.'

What does that even mean?

Based on your replies so far, it seems like ‘quick' includes three characteristics:

  • Less time…
  • Less effort…
  • No preconditions (anyone can do it).

If we're on the right track, an optimal ‘get-rich-quick' solution will make enough money that we have control over our lives and opportunities to help others with less time, less effort, and a low barrier to entry.

Did we get that right?

(Reply and let us know if you can improve on that definition — we'll get it razor-sharp for tomorrow's email.)

This is fun…