02/01/2024 NHB+: Criteria of Markets Part 3

Alen’s Live Call Notes : Google Doc URL

The Call Recording : Replay URL

Opening The Call: Warm Up, Community Q’s

0:00 Upcoming Changes to NHB

Alen shares updates about the new structure of NHB, which will soon include three
levels: NHB Plus, NHB Pro, and Fast Forward. NHB Pro will provide access to a suite of
AI-powered tools designed to streamline the creation of ads, VSLs, and other content.
These tools are being fine-tuned by a dedicated AI team to ensure they are effective
and not just another set of subpar solutions.

The Fast Forward program is facing a split due to the increasing demands on Alen's
time. Currently, he's dedicating several hours daily to provide individual feedback and
hosting lengthy hot seat sessions. With the upcoming changes, Fast Forward's
feedback and hot seat components will become a premium add-on service, priced
between $5,000 to $10,000 a month, with options for different levels of access. Those
already in the program or who join before these changes will be grandfathered in at
their current rate.

This restructuring is needed to maintain the quality of feedback and support while
scaling up to impact millions of people. He's also considering bringing in additional
experts to assist with feedback and hot seat sessions, ensuring they can deliver results
across various niches. The goal is to continue providing value and support to the
community while managing the growth and resource demands.

6:47 Yonathan Asks: What Is the Deadline to Join FF and Get Grandfathered In?

There is no set deadline for joining FF at the moment. The transition to the new
structure will occur once the platform updates are completed. Alen mentions the
extensive work ahead, including collaborations with the AI team, podcasting, events,
local meetups, and more, which is stretching his available time very thin. The mission is
to assist as many people as possible, rather than focusing all his energy on a smaller
group, as this would limit the impact he can make. The goal is to expand the market for
everyone, ensuring that the community thrives as a whole. Once the new system is live,
which could be as soon as in a few weeks, the changes will take effect, and Alen will
then shift his focus to accommodate these updates.

9:07 Eric Shares His Success Story

Eric recounts his journey from having no offer when joining the group to crushing every
sales metric in January, attributing his success to the insights gained from the
community. He emphasizes the value of the fast feedback sessions and the significant
growth in profit his offer has seen since its launch, more than doubling revenue to profit,
and expresses his gratitude for the guidance received.

Alen points out that many outside the group are struggling, citing an example of
another member, Scott, who achieved a 75% profit margin on a significant ad spend,
which some had skeptically questioned. Alen dismisses the skepticism bringing up the
impressive profitability and indicating that dated benchmarks no longer apply,
highlighting the effectiveness of the strategies discussed in the group.

10:40 Martin Asks: Is There an Update on the Affiliate Program for NHB?

The affiliate program will offer a 50% recurring commission on products and services
that do not require Alen's personal time. This includes various tiers of the program like
FF once it's segmented, NHB Pro, and any courses purchased through the affiliate's
referral. The commissions extend to events, though the percentage may vary due to
associated costs, and affiliates will earn for the lifetime of the customer's engagement
with the services.

Affiliates will get early access to promote the program and a head start before it opens
to all, ensuring they can secure their referrals first. The structure is designed so that
affiliates could potentially earn more than the company itself, as they incur no costs or
labor.

14:17 Eric Shares His Positive Experience with the Community

Eric expresses gratitude for the support and framework he's found in the community
after previously struggling to create offers and running unsuccessful Facebook ads.
He's gained confidence from the resources available and credits Steven for helping him
with mindset challenges, highlighting his newfound clarity on issues that were
previously obscure.

Alen acknowledges the value of the community and looks forward to facilitating further
in-person connections through the platform. He envisions creating opportunities for
members to meet, exchange ideas, and build relationships, enhancing the collaborative
spirit of the group. The ultimate goal is to grow the community significantly, fostering a
global network of individuals who can benefit from shared knowledge and experiences.

20:19 Josh Asks: What's the Secret to Creating a Clear Path from Front End to Back
End Products?

The secret lies in guiding customers to a point where they recognize the need to ascend
to a higher-level program, which often involves leading them to an experience of failure
or a realization of their own limitations. It's not about setting traps but allowing
customers to see for themselves, through experience, that they need additional help or
resources. For example, providing templates or tools that get them started but leave
room for growth can lead to a point where they're ready to invest more to overcome
challenges. The strategy is to present an opportunity for growth at the point where the
customer is most receptive, having recognized a gap in their skills or resources that
your higher-tier product can fill.

24:25 Failure Mechanism in Ascension

Alen touches on the concept of using a failure mechanism as a catalyst for customer
ascension. The idea is to lead customers to a point where they realize they need more
help, which encourages them to invest in higher-level programs. This is not about
setting them up to fail in a negative sense, but rather guiding them to the understanding
that they cannot achieve their desired outcome without further support.

He explains the psychological journey of awareness, understanding, experience, and

knowing, which must be navigated to sell outcomes effectively. By walking customers
through this process, they reach a point where they recognize their own limitations,
which is a form of failure. This realization is crucial because it opens the door for them
to see the value in upgrading to a more comprehensive solution.

One method Alen uses is an onboarding worksheet that he walks customers through,
subtly leading them to the point where they understand they can't succeed alone. The
goal is to bring them to a decision point where they either accept failure or choose to
work with you to overcome it. This principle can be applied across various markets, and
when combined with criteria-based tactics, it becomes a powerful tool for ascending
customers through a business's value ladder.

29:57 Josh’s Understanding of the Ascension Process

Josh shares how he applied the concept of leading customers to a point of failure in his
business. By examining the process that customers go through and identifying where
they require the most creative thinking or effort, he can architect the ascension path.
The key is to provide enough value upfront but design the journey so that at the critical
point where customers typically get stuck, they see the need for the higher-level
program or done-for-you service.

By ensuring that your input is necessary for the customer to achieve their desired
outcome, you become indispensable. This approach is a potent strategy for customer
ascension, rooted in deep psychological principles.

34:57 Inevitability of Failure in the Customer Journey

Alen candidly acknowledges that there's no gentle way to describe the necessity of
leading customers to a point of failure as part of the ascension process. He compares it
to various life scenarios where failure prompts the need for assistance, such as failing
to write a letter quickly without a phone or needing a car because walking takes too
much energy. This process of accelerating customers to failure is not done maliciously
but is a natural part of growth and learning.

Josh points out the importance of timing in the customer journey. Customers should
experience success with the front-end product, as this builds trust and momentum.
However, it is crucial to architect the journey so that when they inevitably face a more
significant challenge or a point where they need deeper expertise, they are introduced
to the back-end product. This ensures that customers feel supported throughout their
journey, rather than being set up to fail from the start.

Alen agrees, highlighting the pivotal moment of a customer's epiphany—that they

cannot succeed alone and need further help. This realization lowers resistance to
upgrading and is a critical step in the sales process. It's about guiding customers to
accept that they need assistance to achieve their goals, which makes them more
willing to invest in higher-level services or products. This strategy is applicable across
various industries, where the common thread is that a customer's need for assistance
leads to them valuing and paying for expert help.
39:52 Bas Asks: How to Apply the Failure Mechanism in Weight Loss Marketing?

While many customers of Automatic Clients were able to succeed independently, the
aspect where they often experienced failure was in the time it took to implement. This
concept of "failure in time" can be a dimension of failure that prompts customers to
seek a faster solution. In different markets, like weight loss, failure can manifest in
various forms—such as accountability, calorie counting, or meal planning. The key is to
identify where customers typically struggle and offer assistance at that point. It's
about catering to the highest criteria of the market, whether that's saving time,
reducing effort, or providing expertise in an area where the customer lacks confidence.

43:43 Fahir Asks: How to Encourage Repeat Purchases for Digital Game Assets?

Alen points out that the key is in Fahir's own words: "to finish their game." Customers will
experience a failure to complete their project without the right tools. Alen suggests
focusing on creating a sense of a "void" that only Fahir's assets can fill. If customers
realize that other market assets may not match or integrate as well with what they
have already purchased from Fahir, they are likely to return to avoid wasting time,
spending more money, or dealing with the frustration of an incomplete game. By
highlighting this void and positioning his assets as the solution, Fahir can encourage
repeat business.

45:08 Tony Asks: How Does My Backend Fulfillment Impact My Front End Ebook
Strategy?

The key limiter in this scenario is customer consumption. If they don't consume and
understand the content of the ebook, they won't engage with the backend services.
Identifying what hinders consumption is critical—whether it's the time commitment, the
energy required, or the format of the information. Solutions like creating an audiobook
or providing a condensed version could help overcome these barriers. The goal is to
guide customers from awareness to understanding, then to experience, and finally to a
state of 'knowing,' which is essential for decision-making.

Experience is vital because it leads to genuine knowledge, not just theoretical

understanding. To drive consumption and, thereby, experience, one must remove
obstacles that prevent engagement with the product. Once customers consume and
understand the content, they're more likely to utilize the backend services, leading to
increased revenue for Tony. Optimizing the steps before the transaction, rather than the
transaction itself, can significantly lift the business.
49:49 Josh on Differentiating Front End and Back End Offers

Josh points out the importance of creating a clear distinction between front end and
back end offers. He notices that many high ticket offers fail to define a compelling
reason for customers to move to the back end, like group coaching, without a clear
value proposition. He emphasizes the need to understand where customers are likely to
fail with the front end product and how the back end can address those failures,
improving the overall positioning and framing of the offers.

Ben highlights that a significant selling point for back end offers is the certainty and
ongoing support they provide. Customers want assurance that they won't lose the
progress made from the front end offer. He suggests painting a picture of potential
future uncertainties and positioning the back end offer as the solution to those
uncertainties.

Alen agrees with the points raised, acknowledging the strategy's effectiveness. He
suggests possibly having an in-depth call on the subject to explore it further. There is
already a strategy for creating a 'moat' discussed in Fast Forward, and a dedicated call
could provide a more thorough understanding. He mentions the necessity of possibly
editing the current conversation for a separate session that's more comprehensive.

53:18 Steven Asks: Can Limiting Beliefs Be Used to Lead Customers to Realize
Potential Failure?

It is possible to use limiting beliefs in this way. Alen provides an example of a previous
member who exploited people's beliefs by selling prayers and profiting immensely from
it. This story serves as a cautionary tale about the power of such strategies and the
ethical restraint required when employing them. He stresses the importance of using
persuasive techniques responsibly, aiming to help people rather than mislead them.

Steven reflects on this, suggesting that leading someone to acknowledge their failures
isn't necessarily negative if it helps them realize that with the right support, they can
improve and reach their full potential. This perspective is valuable for those genuinely
interested in helping others and witnessing their growth. He advocates for using this
approach as a means to draw out people's abilities and assist them in advancing their
goals.
Criteria of Markets Part 3 Call Begins

56:34 Split Testing and Market Beliefs

Alen addresses the topic of split testing in direct response marketing, expressing
skepticism about its necessity if one truly understands their market. If you know what
works, as you do with everyday tasks like making coffee or eggs, you shouldn't need to
split test. Split testing suggests guesswork, which was viable when traffic was cheap
and competition low, but becomes problematic as costs rise and more precision is
needed.

Markets have underlying beliefs structured in a particular way. Successful marketing

involves writing copy and creating offers that align with this structure. If there's a
mismatch between what's being offered and the market's belief structure, customers
will feel it, usually resulting in a 'no'. This is often subconscious, which is why surveys
asking customers directly about their preferences may not be effective.

Open-ended questions in surveys can reveal the structure of market beliefs more
accurately. By analyzing the criteria within the answers to these questions, one can
gain insights into the market's underlying beliefs. This approach is more effective than
closed questions, which can still be useful but might not capture the full picture.

Understanding the criteria of the market makes selling to it much easier. Most direct
response offers fail over time or at scale because they hit more 'nos' than 'yeses'. To
scale effectively, one must understand what causes the 'nos' and eliminate them,
leaving only 'yeses'. Campaigns should be created based on market criteria, such as
procedural versus option or away versus towards.

For example, in the dating niche, one campaign could target men who don't want to be
alone (away), while another targets those who want a girlfriend (towards). By refining
campaigns based on this criteria, one can maintain scale and optimize more steadily.
Creating campaigns around these market criteria can lead to more effective scaling
and optimization, especially when combined with relevant topics.
1:05:44 Isaac Asks: Should Ads Match the Landing Page Criteria?

Alen shares an example from the knee pain market where a VSL was crafted with his
guidance. The VSL performed well, but he noted the importance of continuity between
the ad image and the landing page content to ensure intent is carried through, which
can increase play rates for videos.
The ad's image should match the thumbnail of the landing page video to fulfill the
viewer's expectations, creating a seamless transition. While the entire page doesn't
need to change, the opening content, particularly the headline, should align with the
ad's message, setting the correct tone for the visitor.

1:07:05 Isaac Asks: Practicality for E-Commerce?

Customizing pages with specific headlines that correspond to the ad's criteria can be
effective. By naming the pages accordingly, it becomes easier to track which page is
performing and why. This strategy helps tailor the campaign to the audience's
expectations, making the marketing more potent and resonant with the target
demographic.

Do not get overly creative in direct response marketing. Creativity can lead to straying
from what the customer wants or expects, which can reduce the effectiveness of the
campaign. Instead, the focus should remain on clearly meeting the market's criteria to
ensure the success of the offer.

1:12:38 Daniel Asks: Should You Align Your Ad Copy's Motivation with Your Page?

People who are 'towards motivated' tend to make decisions themselves, while 'away
motivated' individuals prefer others to make decisions for them, absolving themselves
of responsibility. He points out that when scaling, ads can hit a wobble where the
numbers become inconsistent because you're crossing different motivational criteria.
By creating campaigns based on specific criteria like 'away', 'procedural', 'optional',
'internally referenced', or 'externally referenced', you can optimize more effectively.
However, having a 'towards' motivation is generally preferable as it fosters more
decisive behavior.

Alen suggests creating separate campaigns at the campaign level to address different
segments of the market. Each market has varied criteria, often unified by a societal
context, which is particularly relevant in a business opportunity (BizOp) market where
superstructures can significantly influence criteria. He advises starting by examining
offers in the marketplace that are successful and determining their criteria to guide the
direction of individual campaigns. This approach allows for targeting different pockets
of the market effectively and optimizing based on the performance of each campaign.

1:16:07 Daniel: Marketing Campaign Criteria?

Daniel seeks clarification on whether the goal is to identify a single market criterion to
focus on or to find multiple campaigns to scale simultaneously based on different
criteria.

The approach is to scale multiple campaigns simultaneously, each tailored to specific

market segments. This strategy allows for a diversified approach, catering to various
audience preferences and behaviors. Alen also mentions how mainstream media, like
newspapers and TV networks, differentiate content based on geographical locations to
cater to local market criteria. He observes that this approach has led to biased news
reporting, as networks increasingly tailor their content to the biases of their audiences,
rather than presenting objective news. This tactic aims to boost engagement and
advertising revenue by aligning with the views prevalent in each location.

1:17:57 Internal vs. Externally Referenced Decision-Making

Internally versus externally refers to where the weight of a person's certainty in making
decisions lies. Some people are influenced by external factors, such as the opinions and
actions of others, which can be observed in their language and behavior. They may
often refer to celebrities or high-status individuals and care deeply about how they are
perceived.

Conversely, there are those who are internally referenced, relying on their own
judgment and thoughts rather than the views of others. This distinction affects not only
personal decision-making but also marketing and sales strategies. Understanding
whether your audience is internally or externally referenced can inform the approach to
selling products or services.

For example, in the dating market, some products might use imagery associated with
an externally referenced lifestyle, like being surrounded by attractive people, to appeal
to similar individuals. Others, like the Double Your Dating offer, cater to internally
referenced individuals by focusing purely on the information and personal benefit
without external validation.

This understanding can also influence how one might position a mastermind or
educational product. If aiming for an externally referenced audience, highlighting
associations with successful figures or exclusive experiences can be effective. For
internally referenced individuals, the value lies in the content and personal growth
potential. Recognizing these cues can lead to more tailored and effective marketing
strategies.
1:23:04 Illustration of Internal vs. External Motivation

Alen mentions a message received from someone eager to join his program, noting that
while the individual seems internally motivated, there are others who follow leaders like
Hormozi due to external references. He points out that using such external validations in
marketing can be highly effective in attracting an audience that values status and
external recognition.

He contrasts this with Andrew Tate, who is characterized as extremely externally

motivated, with a focus on material possessions and status symbols. Alen explains that
Tate's audience mirrors this external reference, valuing what one has and their societal
status.

Alen shares an anecdote about a client who only hires high-status individuals despite
their lack of delivery, emphasizing the power of status in the eyes of externally
motivated people. He advises that when dealing with such individuals, it's effective to
name-drop and build up status to influence their decisions.

Different markets and countries can be more internally or externally driven, affecting
marketing strategies. He notes that younger audiences tend to be more externally
motivated, while as they age, they become more internally focused. Alen suggests
paying attention to an individual's language—whether they use "I" a lot or reference
others—to gauge their internal or external orientation.

Lastly, externally referenced individuals look for outside evidence and feedback to
affirm their choices. For marketers, this means providing evidence and building a case
when targeting externally referenced markets.

1:32:25 Internal Reference Points in Offer Optimization

When optimizing an offer created by someone like Dylan, who is internally referenced, it
is essential to view the offer through their perspective. The person building the offer is
often the most significant limitation because they are not aware of their own
biases—much like a fish isn't aware of the water it swims in. Dylan may not realize his
internal focus, but by understanding this, it can be ensured that externally referenced
elements, which are crucial for conversion, are incorporated into the offer.

How to Target Externally Driven People

Alen shares a method for adding third-party authority and credibility to an offer to
appeal to externally referenced individuals. He provides an example from a past weight
loss offer, demonstrating how citing ingredients featured in reputable sources can add
credibility. For Dylan's CPAP-related offer, for instance, the suggestion is to conduct a
Google News search for relevant terms and use Fair Use copyright law to quote and link
to these sources. This approach targets people who look for external validation, such
as authority or social proof, which is particularly effective in health-related products,
especially for women who often seek external medical authority.

1:37:03 Building Status and Understanding Audience Reference Points

Alen recalls advising Josh early in his marketing career to focus on building status by
collecting 'trophies' rather than charging high fees. By doing so, Josh was able to
establish a track record that now attracts clients. Alen recommends this approach to
the group, highlighting the long-term benefits of accumulating a history of successful
work over immediate financial gain.

Externally referenced individuals need evidence and status to believe in a product or

service, making testimonials and endorsements particularly effective. Internally
referenced people make decisions based on their own judgment and capabilities,
requiring less external validation. Externally referenced individuals make good clients
for certain business models because they value ongoing input and are willing to pay for
it. However, in coaching or mastermind contexts, this can lead to burnout for the
provider as these clients demand constant attention and assurance.

The conversation then turns to the concept of worthiness and helplessness as it relates
to internal and external reference points. Externally referenced individuals often focus
on material success as proof of their worth, while internally referenced individuals rely
on personal judgment and decision-making.

Alen wraps up the discussion by suggesting that those with an externally referenced
audience should provide ample evidence and social proof to cater to their need for
external validation. In contrast, for an internally referenced audience, it's more effective
to present information and allow them to come to their own conclusions. Understanding
these dynamics can greatly affect how one markets their products and engages their
audience.

1:45:53 Roberto Asks: How Do You Collect Trophies Without Overcharging?

It's essential to focus on building a track record rather than immediately maximizing
income. Alen mentions Ben's strategy where he offered ad services at a lower rate if
clients provided testimonials, effectively gaining both status and proof of his work. The
key is to prioritize long-term reputation over short-term financial gains, as a strong
portfolio of successful projects will lead to higher earnings in the future.

Ben shares his method, where he posted an offer for ad writing with two payment
options: a higher price without a testimonial or a discounted rate with a testimonial
included. This approach ensured he received testimonials, which were more valuable to
him than the additional money. He emphasizes delivering quality work quickly and
pointing out additional areas for improvement to clients, which can lead to further
business opportunities and establish a recurring client base. Ben's strategy aligns with
the external reference points of clients, incentivizing them to provide testimonials that
enhance his status and attract more business.

1:52:12 Tony Asks: Is the Ratio of Internal vs. External Motivated People Market
Specific?

Adding external elements to an offer or service can significantly enhance its appeal,
especially in saturated markets where external cues become crucial in the
decision-making process. Brands, for example, are built on external cues that simplify
choices for consumers—like knowing what to expect at a McDonald's anywhere in
America. In a crowded marketplace, these external signals provide a shortcut that
eases the cognitive load on consumers, leading to quicker decisions. For Tony's offline
business opportunity, incorporating more external evidence will likely improve its
attractiveness to potential clients.

1:53:40 General vs. Specific Patterns in Audiences

When marketing to such a specific audience, it's crucial to provide detailed and precise
information in the copy to cater to their needs. Lawyers, for example, are very
detail-oriented and require specific information.

With offers targeting general thinkers, broad concepts and big-picture ideas are more
effective. Alen mentions a member from Fast Forward selling to architects, highlighting
the need for specific advice due to the nature of their profession.

The distinction between general and specific thinking also affects communication with
clients. Alen advises tailoring communication to match the client's preference for
detail. Specific thinkers want detailed answers, while general thinkers may feel
overwhelmed by too much specificity.

Ads targeting a specific audience might result in a higher conversion rate but a lower
opt-in rate due to their narrow focus. Alen suggests balancing specificity to ensure the
ad appeals to a broader audience without sacrificing the targeted message.

The language used in marketing should align with the audience's thinking pattern. For
specific thinkers, use precise, step-by-step language, and for general thinkers, focus
on the main points and overall picture. Understanding whether your audience leans
toward general or specific thinking can significantly enhance how you present your
offers and interact with clients.

2:02:30 Eduardo Asks: Should I Target People Like Me Based on These Criteria?

While similarity can sometimes lead to a natural fit with the market, it's not always the
case. Many talented individuals create offers that reflect their own personality and
criteria, but these don't necessarily resonate with the market's needs. Alen uses the
example of a lawyer offer that wasn't initially successful because the creator's
personality didn't match that of the target market. After adjustments to match the
market's criteria, the offer's performance improved.

Eduardo then asks if matching energy with clients who are similar to him would require
less input and create an easier working relationship.

Working with clients who match your criteria can create an energy-efficient
relationship, as there's a natural rapport. He notes that friendships often form when
personal criteria align. However, he cautions against limiting oneself to seeking clients
based solely on personal criteria, suggesting instead to specialize in markets that share
your characteristics. This could lead to becoming highly skilled in those areas and
enjoying the work more. It's beneficial to work in markets that fit naturally with one's
own criteria, as Chad does with MMA, resulting in effortless and enjoyable work.

2:06:37 Formula for Addiction

Alen shares an insight into the nature of addiction, stating that the essence of addictive
behavior is feeling good without having to do anything. This principle applies to various
addictions, whether it's to substances or behaviors. He highlights that this effortless
reward system is challenging to compete against because if you're unaware of it, you
can't effectively engage with it.

He then transitions to discussing the importance of going inside a system to create

change, as opposed to imposing change from the outside, which often leads to
destruction. For change to be effective and constructive, it must originate from within
the system it's intended to alter. This concept is applied to marketing, where
understanding and entering the customer's mind is essential. If marketers fail to align
with the customer's internal criteria, they risk not only losing the customer but
potentially causing harm.

Alen explains that warfare has evolved from external confrontations to internal
strategies, such as those employed by agencies like the CIA. He likens war to a form of
change work, where the objective is to alter governance, policy, or other foundational
aspects of a society. Modern warfare, he suggests, is conducted through control of
communications and information, as seen with the influence of platforms like TikTok
and YouTube, which can sway public opinion.

To illustrate the power of internal change mechanisms, Alen intends to share examples
from Fast Forward that showcase how opinions and behaviors can be influenced
through careful manipulation of information and communication channels.

2:09:46 How Marketing Tactics Align With Political Events

Alen examines how audience sentiments can be intensified and manipulated,

particularly around election times. He notes that issues like Black Lives Matter surge in
Google trends during elections but fade away afterward, questioning the inconsistency
of the public's attention to these matters. This pattern, he observes, is indicative of how
external events are used to galvanize public opinion and can be graphed to match
election cycles.

The discussion then turns to the internal dynamics of change. Marketing is

fundamentally about communication and must penetrate the mind to be effective.
Belief systems function as safety systems, and because humans are vulnerable for a
significant portion of their early lives, these systems only allow what is familiar to enter.

To increase conversion rates, you must understand how to open more minds by aligning
with the audience's familiar codes and criteria. The best way to change a mind is by
resonating with its existing beliefs, as the mind will protect itself from unfamiliar and
conflicting ideas. By finding sameness or slight exceptions within the audience's belief
system, a marketer can introduce new products or ideas more successfully. The
challenge lies in balancing the audience's desire for sameness with the marketer's need
to present something new or improved.

2:18:40 Consumer Preference for Sameness vs. Change

Some markets and individuals prefer to maintain the status quo. Alen notes that a
significant portion of the population desires to keep things unchanged, valuing security
and consistency over novelty. This is evident in various contexts, from job security to
personal habits, like his cousin who always orders the same meal.

Highlighting the predictability of customers who prefer sameness, Alen points out that
they are often the most loyal, sticking with familiar brands and products, such as those
who consistently buy the same model of truck. He contrasts this with those who seek
'difference,' always on the lookout for new and unique experiences, like his friend who
opts for the most unusual menu items.

Addressing those in the middle, the 'sameness with exception' group, Alen describes
them as open to incremental improvements while wanting to maintain a core level of
familiarity. This group might stick with a product or service but is willing to embrace
enhancements that make it better.

In the realm of marketing and product development, understanding these preferences is

crucial. For instance, those who favor 'sameness with exception' may respond well to
offers that promise improved versions of what they already trust. Conversely, targeting
the 'difference' group requires a different strategy, as they are attracted to innovation
and are less brand loyal, often moving on to the next new product.

2:28:41 Choice and Change Influences Stress in Marketing

Change is inherently stressful because it often involves venturing into the unknown and
potentially threatening the safety net of one's belief system. He shows this with Steven,
who prefers making informed choices to feel secure. To influence someone like Steven,
a marketer would need to present choices clearly and show how each option could lead
to more opportunities, thereby easing the stress associated with decision-making.

- Kinesthetic individuals are feeling-oriented, and value the texture and

experience of a product.
- Choice-oriented individuals who need to feel that they are gaining rather than
losing options.
 - Thinking individuals who require more information to alleviate stress
- Logical people who are swayed by rational arguments and clear evidence.

For the kinesthetic, it's about emphasizing the sensory experience; for the
choice-oriented like Steven, it’s about presenting options in a way that highlights their
benefits; for thinkers, it's about providing ample information; and for the logical, it's
about ensuring that the argument is coherent and the math adds up.

By recognizing these patterns, marketers can craft messages and offers that resonate
with their audience's preferred method of processing information and making
decisions, ultimately easing the stress of change and facilitating decision-making.

2:36:12 Convincer Strategies for Marketing

Alen shares insights on convincer channels and strategies, which are techniques to
understand how people become convinced to make a purchase. He explains that
everyone has different ways they like to receive information—auditory, kinesthetic, or
visual—and this influences how they are convinced. For example, auditory individuals
may prefer listening and can be great at verbal communication, while visual people
might favor creating visual aids like PowerPoints.

The key is to identify what criteria a person has for making a decision. Great
salespeople probe for these criteria during a sales call by asking targeted questions. If
all of a person's criteria are matched, they feel good about the decision, and it
becomes automatic; they're likely to ask how to make the purchase themselves. When
criteria aren't met, that's when people say no. In marketing, this is why follow-up is
crucial - it allows marketers to meet criteria over time which weren't met initially.

The community aspect in marketing is becoming more prevalent as it helps fulfill

criteria that other marketing materials might miss. Successful people are well aware of
their criteria and make decisions quickly, aiding in their success. In hiring, consistent
individuals, those who judge every time and need a lot of evidence to be convinced,
make great managers because once they believe in something after thorough
examination, they are loyal and unlikely to change their minds.

For marketing follow-ups, Alen suggests a long sequence, possibly spanning a year or
more, to cover all bases and meet all possible criteria for different types of people, thus
maximizing conversions. Ultimately, meeting a person's criteria means they convince
themselves, making the sales process more about assisting them in reaching that
conclusion.
Q&A and Discussion Begin

2:43:43 Chad Asks: How to Make More Accurate Assumptions in Client Work?

When creating offers, especially video content, consider starting with a short VSL of
about five to ten minutes. This can easily be edited and encourages viewers to read the
rest of the page. In optimizing offers, the goal is to match the market's criteria. To do
this effectively, you might need to understand only half of the criteria initially, such as
'towards and away' and 'procedural or optional'. These are the most significant and will
give enough to start with.

When dealing with clients, it's important to recognize how their personalities affect
their marketing. Clients who seek constant novelty ('difference') may lack stability,
which can make your work with them unstable. Chad is advised to distill the concepts
discussed into his own understanding and apply them to his work for better results. This
tailored approach will be more useful than trying to adopt strategies as they are
presented by others.

2:50:17 David Asks: How Do You Market to Women with Towards and Away
Motivations?

When marketing to women, or any audience with a strong 'away' motivation, position
their current experience or situation as something they want to move away from, while
positioning the product as a 'towards' goal. This creates a nuanced transition where the
product is seen as the solution that moves them towards a positive outcome. For
example, in the context of weight loss offers, this strategy is commonly employed on
platforms like Clickbank.

How Do You Cater to Kinesthetic People in Marketing Materials?

Kinesthetic people can be catered to by using language that evokes sensory

experiences. Words that describe feelings, touch, and the taste of success can create a
more kinesthetic experience in marketing copy. Looking at successful dating offers for
women on Clickbank, one will notice they often use kinesthetic language heavily. To
implement this, one can search for lists of kinesthetic words and incorporate them into
the copy to connect with kinesthetic learners.
2:53:21 David Asks: Is It Wise to Slice the Market for Different Funnels?

Segmenting the market based on motivational criteria such as 'towards' and 'away' can
be effective. First, it's important to identify the different segments within the market. If
there are existing offers that successfully employ 'towards' or 'away' strategies, this
indicates a market segment that responds to that particular approach. In the future,
marketing will likely become more tailored based on these criteria, as there are distinct
groups within the same market that have different needs.

Is There a Point of Diminishing Returns in Market Segmentation?

Rather than creating numerous funnels, it's more practical to focus on the main criteria
such as 'towards and away', 'optional vs. procedural', and 'general vs. specific'.
Additionally, considering follow-up strategies based on criteria like 'automatic',
'frequency', 'consistency', and 'period of time' is essential. Understanding the market's
criteria simplifies the process of writing emails, retargeting ads, and social media
posts. The most effective marketing resonates with what the audience naturally
responds to, making the process straightforward once their criteria are understood.

2:55:26 David Asks: What's the Ideal Follow-Up Timeframe?

While shorter follow-ups can be effective, reaching individuals who need more time to
decide—those who are 'consistent'—requires at least six months of follow-up. These
individuals take longer to commit, but once they do, they tend to remain loyal for an
extended period. Therefore, the ideal follow-up time frame can vary, but for those with
a 'consistent' criteria, a six-month minimum is a good benchmark.

2:55:58 Steven Asks: How Does Being Choice-Based Affect Decision-Making?

Steven discusses his process of deciding to move to Fast Forward, weighing the loss of
time and money by not participating against the cost and immediate trade-offs. Being
'towards' motivated, he prefers to spend money to shorten the timeline and maintain
momentum, even if it means facing other trade-offs.

Alen agrees that it's beneficial to be 'towards' motivated, as it can significantly

accelerate success. Many people start with an 'away' mindset due to various life
circumstances, but transitioning to a 'towards' mindset can be transformative for both
individuals and their customers.

Can Market Criteria Indicate Market Assumptions?

A problem is only a problem if it obstructs an outcome. Understanding what constitutes
a problem—something that prevents a desired outcome—helps clarify what the market
needs to overcome it. For example, if people need a procedure to overcome an
obstacle because they are procedural, then offering a procedure becomes the solution.
By identifying the impediments to desired outcomes, one can tailor offers to address
these specific problems. This understanding simplifies the process of selling solutions,
as you're focusing on removing the obstacles that prevent customers from achieving
their goals.

3:00:32 Steven Asks: Do Different Industry Back Ends Suit Different Market Criteria?

Different industry back ends do indeed match different market criteria. For example, in
the weight loss industry, a procedural approach is often preferred, especially for female
audiences who value step-by-step guidance. Authority figures also play a crucial role
as women tend to seek trustworthy experts when it comes to health-related decisions.
This authority-based trust is essential for women to feel comfortable with a service,
particularly when it involves their bodies.

Any Resources on Convincer Models?

Alen recommends the book "Words That Change Minds" as a good resource to learn
more about the language that influences people's minds and decisions. While he notes
that the book may not talk deeply into all aspects of convincer models, it's a useful
starting point for understanding the power of language in shaping thoughts and
actions.

3:02:26 Eduardo Asks: Do Market Criteria Change Over Time?

Market criteria can change, but it often depends on how individuals interact with
products or services and their environment. For example, what may define a problem
for someone could become less of an issue as they find ways to overcome it, shifting
from an 'away' to a 'towards' approach. Factors like the type of product and its content
can also influence whether someone is 'towards' or 'away' from it. The goal isn't
necessarily to change people's criteria but to understand and align with them to
facilitate the buying decision.

Is There a Most Profitable Combination of Criteria?

Profitability can vary based on immediate returns or long-term gains. For quick
profitability, targeting people who are specific, procedural, towards, and external can
be advantageous because they respond well to detailed, step-by-step guidance and
external validation, making decisions easier. However, for long-term profitability, it's
more about increasing the number of 'yeses' over time, which involves catering to
criteria across a broader time span. The most successful people tend to be specific
and procedural, focusing on outcomes and preferring a step-by-step approach. It's
about identifying what specific questions to ask and guiding towards the desired
outcome.

3:06:23 Ravi Asks: Does Market Criteria Apply More to Customer Acquisition or
Retention?

Market criteria are crucial for both customer acquisition and retention, particularly
when considering factors like 'sameness with exception' and 'difference'. For instance, if
customers generally prefer 'sameness with exception', they'll appreciate calls that are
consistent yet offer something new each time. If they valued 'difference' more, they
would seek completely new experiences. Authority can also be an important factor for
retention, depending on the audience's preferences.

The impact of market criteria on customer decisions is more pronounced at higher

price points where the perceived risk and potential for loss are greater. With
low-priced items, the criteria are less influential because the stakes are lower, and
customers are less concerned about the possibility of making a wrong choice.
However, with high-priced products, customers are more likely to carefully consider
their options to avoid loss, which is where understanding and matching market criteria
become essential.

3:08:01 Steven Asks: How Do You Maximize Retention in the Back End?

To maximize retention, you increase the customer's dependence on your product or

service. This is often achieved by making the customer recognize a gap in their
knowledge and positioning your offer as the essential solution to fill that gap. By
highlighting how much they don't know in comparison to what your product or service
can teach them, customers feel a sense of helplessness that can lead to greater
dependence on what you're offering. This strategy is powerful but must be used
ethically and responsibly.

3:08:50 Ammar Asks: How to Overcome Feeling Lost in Theory?

Alen advises focusing on understanding rather than outcomes, as this leads to more
practical knowledge. The second tip is to engage in more discussions about the
concepts. People who frequently talk about these ideas tend to grasp them on a
deeper level. By having conversations, whether in the lounge or other community
spaces, one can better internalize and make sense of the information. Memories alone
can fade or become jumbled, but active discussion and application can solidify
understanding. He encourages Ammar to engage more with others about these topics,
ensuring that the knowledge becomes a part of his innate understanding, which will
become clear and obvious in practice.

3:11:30 Idan Asks: Can You Explain the Relationship Between Frequency and
Criteria?

Frequency refers to the number of times someone needs to be exposed to certain

criteria before they are convinced. For instance, if authority is a criterion, a person with
a frequency need might require three to five examples of authority to be persuaded.
The goal is to identify what the key criteria are for an individual and then ensure they
are exposed to these criteria the necessary number of times. This repeated exposure
helps solidify the criteria and aids in the decision-making process.

3:13:02 Romeo Asks: How to Transition a High Ticket Call Funnel Into a Low Ticket
Offer?

Alen suggests that the process begins by deconstructing what works currently in the
market and identifying the criteria that resonate most with the audience, whether it's a
tendency towards action or a need for authority, procedure, etc. The goal is to tailor
the AC funnel to those criteria, ensuring that the leads generated are more qualified
and ready to decide. Even a small purchase signifies a decision, which filters the
audience to those more likely to take action, thus improving the quality of leads for the
high-ticket offer.

For determining the nature of the audience, whether they are information- or
activity-based, this will influence whether a book or a challenge would be more
appropriate. Alen uses the example of different marketing models catering to different
audience preferences to illustrate how to align the product with the audience's
tendencies. He offers to conduct an in-depth session the following week to help Romeo
and others analyze various offers and implement these concepts. Alen emphasizes that
understanding the audience's criteria is key to creating a successful product and
marketing strategy.
3:18:04 Wes’ Insights on Increasing Sales

Wes explains that by implementing the awareness bridge—a fast start guide that spans
five to seven days—and shifting from a group model to the AC model, they saw
significant improvements. Previously, spending on ads brought many leads but few
quality prospects, capping their monthly revenue at around $20-30k. After the switch
to the AC model and adding an ascension path on the back end, their income hasn't
dipped below $50k, with highs around $107k in December.

Wes highlights the time saved on sales calls as a crucial benefit of their new approach.
The group model required constant engagement—emailing, live sessions, and fostering
group interactions—which was labor-intensive. The AC model, conversely, streamlines
much of the process, reducing the workload significantly and leading to better
conversion rates. Alen acknowledges the impact of these strategies, noting the
remarkable earning potential they unlock compared to traditional professions.

3:20:09 Tina Asks: How to Apply These Strategies to Cold Emails?

Alen suggests that when dealing with cold emails, it's essential to generalize based on
the industry you're targeting. For example, if you're reaching out to a specific profession
or sector, use language and content that align with the general preferences and
behavior patterns of that industry. He notes that cold emails often fail because they use
non-specific, away-oriented language that doesn't resonate with individuals who are
motivated by working more and achieving goals (towards-oriented).

To craft more effective cold emails, look at the ads that are consistently run in the
target market and analyze the structure and criteria of their offers. This can guide the
customization of your emails to match the market's preferences. Next week, Alen plans
to hold a session to break down offers and emails to teach how to apply these
principles effectively. He advises Tina to focus on towards, specific, and procedural
language for her specific niche of technical engineers, SaaS founders, or CMOs of SaaS
companies, emphasizing the need for a strong follow-up sequence that caters to their
likely preferences for visual and auditory information, logical responses to stress, and a
preference for sameness with exceptions for product improvement.

3:23:04 Idan Asks: Is Criteria the Unconscious Part of Justification?

Criteria aren't so much about justification, which implies reasons, but more about
making people feel safe. It's about satisfying core human needs like survival,
reproduction, and security. When marketing, one is essentially catering to these needs.
For example, someone might need procedural criteria to feel safe, like seeing a process
visually laid out, which Brad, who is purely visual, would require. It's about identifying
what needs to be there for the person to feel comfortable moving forward, like a
comfortable seat in a car.

In terms of stress response, it is often market-specific, but generally, it's observed that
women tend to be more choice-oriented in stressful situations because they need to
quickly evaluate options, especially in caretaking roles where immediate decisions are
crucial. On the other hand, men might be more feeling-oriented, expressing stress
through emotions like anger. The goal in marketing is to provide choices, making
people, especially women, feel safer. To determine if an audience is thinking or
feeling-oriented, one can analyze behaviors, such as Amazon reviews, to see if
decisions are made based on logic or emotion. Ideally, marketing copy should cater to
all potential responses to be most effective.

3:27:36 David Asks: How to Tailor Offers to Meet Clients' Criteria?

When asking clients about their free time activities, their answers reveal their highest
values and the limitations that prevent them from engaging more in those activities.
Understanding their responses helps identify their criteria, including whether they are
motivated by moving towards something or away from something, and whether they
are logical or feeling-oriented. This information shapes how to make them feel safe and
appeal to their needs.

For example, if someone says their job prevents them from going to the beach, the
underlying issue might be fear of losing their job. Addressing sameness or difference in
criteria is crucial. Alen plans to demonstrate how to apply these insights in an
upcoming call, optimizing offers based on what's working in the market. He suggests
that email responses should be freeform rather than structured in a Google Sheet to
capture more natural, less robotic feedback. He also discusses a sales technique for
clients with a longer decision timeline, the "after close," which projects them into the
future to help them visualize the benefits of deciding now. This approach can
effectively move clients through their decision-making process by leveraging their
perception of time.

3:33:26 Idan Asks: What's the Difference Between Logic and Thinking Oriented
Criteria?

Logic-oriented people focus on the math and facts, considering the details deeply and
without involving their feelings. They make decisions based on calculations and
expected returns, as seen in fields like real estate. On the other hand, thinking-oriented
individuals tend to reflect more on personal use and experience, pondering questions
like how they would use a product or service and whether it makes sense for their
lifestyle. Logic-oriented people might look at an investment property and calculate its
rental income and expenses in a detached manner, while thinking-oriented people
would consider how the property fits into their life and how they feel about it.