[Must See] Priceless Wisdom From 2 Marketing Legends

Must See TV!

This happened on Monday…

Dan Kennedy and Jay Abraham — two of the all-time great marketers on Planet Earth…

…side-by-side, talking about their craft…

…for more than two hours.

I watched most of it live. I’ve watched the entire replay once. I’ll watch it again and again and again and… until they take the replay down. It’s THAT good.

No word from Dan and Jay whether this replay has an expiration date. My advice: Watch while you can.

It’s loaded with mountains of marketing wisdom — drawn from decades of front-line experience going back decades, but still VERY APPLICABLE today.

My “favorite” part (it’s so hard to choose): When Jay says, “I have always had hopeless curiosity.” And then Jay and Dan discuss why that’s a virtue for marketers…

Jay: “If you understand Socratic interviewing — not being manipulative or diabolical or covert or surreptitious — you can distill out of somebody… the essence… Try to find out what’s interesting about someone else in own creation story”

Dan: “So most salespeople, if they’re good, they get good at telling stories. The higher art is getting others to tell you their stories. And if you get good at that, by the way, you almost don’t have to sell. I mean, at the end of it, they’ll just hand over a box of money.”

Holy treasure chest, Batman!
⬆ That is marketing gold ⬆

This reminds me of Story Power Principle #1: Keep the Focus on Prospects’ Emotional Journeys.

Great marketers listen and learn to understand exactly what makes their prospects and clients tick. Then they assemble stories that reflect and focus on the prospect’s and client’s needs. Stories that don’t say, “Look at me…” but say, instead…

“I see and get you!”

That’s what Jay and Dan are talking about. When you do it right, you don’t have to pitch and prod and hard sell. They say to you, “How do we get started?”

In the Content Transformation Academy, Story Power VIPs join me to make “curiosity” and “Socratic interviewing” easy, repeatable habits…

…so they can consistently discover their prospects’ stories (“the essence”)…

…and assemble marketing content that lands clients — without having to pitch, prod, and hard sell.

“Story discovery” (exactly what Jay and Dan are talking about) is THE most important part of the marketing journey.

That’s why it’s the thing we discuss and work on most in the Content Transformation Academy. Because once you discover the story and have “the essence,” you can assemble client attracting content and land more clients — without getting stuck.

If you’d like to learn more about the Content Transformation Academy, reply to this email with “Socrates.” I’ll circle back with details.

Here’s the replay video of Jay and Dan’s session. Watch it while it’s still available…