{"id":15918,"date":"2019-04-25T20:42:57","date_gmt":"2019-04-26T03:42:57","guid":{"rendered":"http:\/\/mynotetakingnerd.com\/blog\/?p=15918"},"modified":"2020-05-21T11:11:59","modified_gmt":"2020-05-21T18:11:59","slug":"part-2-of-2-why-you-probably-have-more-in-common-with-bob-ross-than-you-think","status":"publish","type":"post","link":"https:\/\/mynotetakingnerd.com\/blog\/part-2-of-2-why-you-probably-have-more-in-common-with-bob-ross-than-you-think\/","title":{"rendered":"Part 2 of 2: Why You Probably Have More In Common With Bob Ross Than You Think"},"content":{"rendered":"
\"dan-kennedy-influential-writing-workshop\"

Use what you learn here to create a masterpiece… or not<\/p><\/div>\n

In <\/span>Part 1<\/span><\/a> of this series we talked in detail about how revealing valuable, often overlooked insights about your personal narrative allows for the following elegant and insanely effective conversion process to unfold\u2026<\/span><\/p>\n

Step one:<\/b> You take them from \u201cThey don\u2019t know you\u201d to \u201cNow they know you.\u201d <\/span><\/p>\n

Step two:<\/b> You take them from \u201cThey know you\u201d to \u201cNow they like you.\u201d <\/span><\/p>\n

Step three:<\/b> You take them from \u201cThey like you\u201d to \u201cNow they trust you.\u201d <\/span><\/p>\n

Step four:<\/b> You take them from \u201cThey trust you\u201d to \u201cNow they\u2019re working with you.\u201d<\/span><\/p>\n

While writing this piece I came across these four steps in an autoresponder email I received from the marketing wizard Dean Jackson. <\/span><\/p>\n

As I was reading them, it dawned on me that Dan Kennedy\u2019s Influential Writing system shows you how to move people through each of these phases in your marketing and content<\/b>. <\/span><\/p>\n

So, in the first part of this series we focused on how the Legendary Bob Ross was using personal narrative<\/i> to ease people through this influence sequence by dropping bite-sized real-life tidbits about himself and his personal philosophy into the 400+ episodes of \u201cThe Joy of Painting\u201d mega-hit show. <\/span><\/p>\n

Today we\u2019re going to delve into how his teaching content<\/i> itself fueled a gentle, yet brutally effective conversion process to unfold and build a $15 million-dollar business. <\/span><\/p>\n

We\u2019ll start off by uncovering\u2026 <\/span><\/p>\n

How Bob Used Game Changer Principle #15<\/u><\/b>: <\/b><\/span><\/span><\/p>\n

Desires Met Via Being The Welcomed Prophet<\/span><\/b><\/b><\/span><\/p>\n

To influence people, you need to give them what they want. <\/span><\/p>\n

And as simple and \u201cDUH!!!\u201d as this sounds, you\u2019d be surprised at how you can look around and see loads of people trying to sell what people don\u2019t<\/i> want.<\/span><\/p>\n

Since no one has ever taught them the nuances of what the market REALLY wants, they sell what they think the market should want\u2026 and then when their stuff doesn\u2019t sell\u2026 they blame the economy or something else for having failed.<\/span> <\/span><\/p>\n

If you want a winning recipe, you\u2019ll use what you learn here to figure out what people want and how you can fulfill these desires within the content and products you can deliver and here is one the most valuable truths you could ever learn relevant to this task\u2026 <\/span><\/p>\n

<\/p>\n

People want simple certainties. <\/span><\/b><\/p>\n

They don\u2019t want complex answers to complex problems. <\/span><\/b><\/p>\n

They want SIMPLE answers to complex problems\u2026 delivered in a very certain and definitive manner. <\/span><\/b><\/p>\n

Look at how this works plays out in the real world\u2026 <\/span><\/p>\n

->>> Joel O\u2019Steen<\/strong>, the mega church guy, presents the idea that prayer can increase your odds of getting blessed with what you want. And he does this without reading you a ton of boring stuff from the bible. <\/b><\/span><\/p>\n

->>> Jim Cramer<\/b>, the money guy, picks stocks for you<\/i>. Gives you a yes\/no, buy\/sell answers to your question which directly appeals to everyone\u2019s wish to have someone tell them what to do. <\/span><\/p>\n

->>> Look at The Atkins Diet<\/b> book. In a simple to breeze through guide you know what to eat, what not to eat in order to lose weight. Compare this with reading an article in the Harvard Medical Journal about weight loss. <\/span><\/p>\n

->>> Think now about Universal Health Care<\/b>. No one wants to hear about how it\u2019s gonna be paid for or how effective of care will be delivered. They just want to be convinced they can have it by someone who can convince them. <\/span><\/p>\n

People want to believe in mystics and mysticism. They are highly motivated to take things on faith.<\/span> <\/span><\/b><\/p>\n

Kennedy talks about how this tendency even plays out when the discussion of something like mailing lists<\/i> is brought up. <\/span><\/p>\n

People want to know what list to mail to and where to get it. <\/span><\/p>\n

Their eyes start glazing over and they get restless as Kennedy tells them about the necessity to find list biases, the need to reverse engineer the list and merge purge in order to find the tiny segment of the list that\u2019s going to be successful for you all within the list you buy. <\/span><\/p>\n

This is a very complex answer to a simple question.<\/span><\/p>\n

He has yet to figure out a simple answer to this question of, \u201cWhat list should I buy?\u201d <\/span><\/p>\n

Next\u2026<\/span><\/p>\n

Think about how the book Psycho-Cybernetics<\/i> has been in print non-stop since 1960, selling at least 100,000 copies every year with no advertising, no marketing, no kind of promotion at all, no blessing from Oprah, and a pretty a shitty title that confuses more people to NOT buy it than it convinces to buy it.<\/span><\/p>\n

Why does this book kick ass despite only having word of mouth advertising working for it? <\/span><\/p>\n

Because it offers you a simple certainty<\/u> \u2013 Think more highly of yourself in a ritualized manner and you\u2019ll automatically attract more money, more sex, more friends, etc.<\/span> <\/span><\/b><\/p>\n

This is a very simple answer to a very complex problem. And there\u2019s evidence that the world has responded extremely well to this message. <\/span><\/p>\n

The principle of desires met is about figuring out your perfect prospects specific emotional desires and then<\/i> figuring out how to deliver the results to them that generate those feelings.<\/span> <\/span><\/b><\/p>\n

You don\u2019t influence with information. You inform. <\/span><\/p>\n

You don\u2019t influence with education. You educate. <\/span><\/p>\n

People don\u2019t want more information or education. They want simple answers.<\/span> <\/span><\/p>\n

You don\u2019t merely want better informed and smarter people. You want people who are bonded to you to the point they\u2019re willing to march into battle for you. And can\u2019t accomplish this with huge data dumps alone. <\/span><\/p>\n

People want ideas\/people to believe and have faith in that don\u2019t require them to be overly analytical. <\/span><\/p>\n

People don\u2019t really want to be smarter. <\/span><\/p>\n

What they want are the results that smarter people get\u2026 without having to do excessive hard work. They want their problems to be dissolved as easily as possible. <\/span><\/p>\n

The question is, \u201cHow far will you go?\u201d and \u201cWill you deliver it?\u201d<\/span><\/p>\n

How Would Someone Like Bob Ross Deliver On This Critical Objective?<\/span><\/b><\/p>\n

People who nail this principle stand on a philosophy they preach. <\/span><\/p>\n

Bob\u2019s stance was that anybody can paint. He believed that all you needed was that desire to take the first step.<\/span><\/p>\n

That\u2019s about as simple<\/i> as you can get. <\/span><\/p>\n

His avatar includes the people who believed that they don\u2019t have any talent, that they can\u2019t even draw a straight line. <\/span><\/p>\n

He believed talent was a pursued interest and that if you were willing to practice, you could develop more talent than you have now. <\/span><\/p>\n

Bob knew who he was talking to as a result of the years he\u2019d spent in the trenches teaching classes to people who were scared shitless, shaking as they put the blade to the canvas because they had zero background in art, knowing nothing about brushes, paints, canvases. <\/span><\/p>\n

His experience taught him that when you get someone sitting in front of a canvas for the very first time and with the right guidance, they end up with a painting that was a billion times better than they ever believed they\u2019d be able to produce, this is a direct line to them convincing themselves that you are the truth. <\/span><\/p>\n

This is the kind of revelation that inspired people to become Bob Ross instructors. <\/span><\/p>\n

Bob fell in love with the looks on people\u2019s faces when they were proud of their paintings. <\/span><\/p>\n

Everything he did revolved around this premise of \u201cAnybody can paint.\u201d <\/span><\/p>\n

He would showcase kids and adults on his show who used his techniques to win the contests he held. <\/span><\/p>\n

He even proved that you could paint even if you were color blind. <\/span><\/p>\n

Simple and Steady Wins The Race<\/span><\/b><\/p>\n

Even after The Joy of Painting became a major success, they never changed the set. <\/span><\/p>\n

It was Bob, black curtains, three cameras, his palette, his blade and brushes, and his easel. <\/span><\/p>\n

For all the audience knew they could have been shooting this in his basement. <\/span><\/p>\n

You have to consider the unconscious effect this \u201cevery day man\u201d set up had on the audience. They can look at this and say, all I need is enough space to set up an easel and I\u2019m in business.<\/span><\/p>\n

You don\u2019t inspire the idea that \u201canybody can paint\u201d when you\u2019re shooting in a fancy location, with fancy tools, fancy clothes, with a fancy-looking person, teaching with all kinds of fancy art talk. <\/span><\/p>\n

Bob also knew that an elaborate set would prevent him from creating airtight intimacy with the viewer\u2026<\/span><\/p>\n

\"clip_image002\"<\/a><\/span><\/p>\n

In this no-frills setting, he could speak as quietly to you as your doctor would when you were sitting on his table. <\/span><\/p>\n

You can\u2019t do this on an elevated stage where you\u2019re going back and forth from speaking directly to three cameras and also having to project your voice and scan a room with your gaze from wall to wall while addressing 75 people in a studio audience.<\/span><\/p>\n

<\/a>He deliberately kept his line of paints as simple as possible, centered on eight colors so that novice painters could jump in and get started right away. <\/span><\/p>\n

This ensured that his customers didn\u2019t have to be experts in oil paints. He eliminated the possibility of his customers getting confused by the wide array of selections on the market offered by his competition.<\/span><\/p>\n

Landscapes<\/i> were the simplicity sweet spot. <\/span><\/b><\/p>\n

He knew that there is no one way to draw a tree or a mountain. <\/span><\/p>\n

This meant you didn\u2019t have to worry about being perfect in this realm whereas if you\u2019re painting people realistically, we all know how eyes, hands, ears, bodies etc. should look. <\/span><\/p>\n

There is far less room for error when you have a narrowly defined objective with a ton of intricacies. <\/span><\/p>\n

I believe there is a secret here though in that it wasn\u2019t TOO EASY. <\/span><\/b><\/p>\n

While what he was teaching wasn\u2019t the High Renaissance quality of the ceiling of the Sistine Chapel\u2026 it was far from a child\u2019s water paint-by-the-numbers book. <\/span><\/p>\n

What he was selling hit that Goldilocks spot of \u201cGood Enough\u201d and THAT was why I believe he was able to sell the hell out of it. <\/span><\/p>\n

Had he gone the way of being a snob about this whole thing, making it all about him, making it seem as if no one but the ultra-talented should paint, making it seem as if you should only be doing this if you\u2019ve had a superior education and that anything less than art gallery-worthy paintings shouldn\u2019t be allowed to exist\u2026 he would have turned off everyone except the professionals. <\/span><\/p>\n

Sure, some people may have watched the show\u2026 but it would have been an entirely different challenge trying to make an information business out of the philosophy of \u201cnot everyone can paint.\u201d <\/span><\/p>\n

Instead of talking to people who were blank canvases\u2026 you\u2019d be talking to people who think they know it all. <\/span><\/p>\n

That\u2019s two whole different pitches. You\u2019ve gone from herding sheep who just do what you tell them to do\u2026 to herding cats who are set in their ways and do what they want to do. <\/span><\/p>\n

Bob Ross Achieved Welcomed Prophet<\/i> Status<\/span><\/b><\/p>\n

Cult recruiters don\u2019t look for challenges to conquer \u2013 they look for people ready, willing, and able to be converted. <\/span><\/i><\/p>\n

If you want maximum profitability in your business, you\u2019ll do everything you can to to avoid taking on the task of changing the minds of ignorant, resistant, and adversarial people to your way of thinking.<\/span><\/p>\n

If in the instance of every day trivial conversations such as those people have about whether New York or Chicago has the better pizza, it is a lost cause to try to convince someone in love with one option that the other is better, think about how insanely stupid it is to do this with prospects who know that you\u2019re trying to get money from them. <\/span><\/p>\n

You need to realize that the big money is to be made when you\u2019re saying things that reinforce and validate what people already believe. People grant loyalty and money to those who reinforce all the reasons why they\u2019re right. <\/span><\/b><\/p>\n

You\u2019ve got to put some thought into this because to have total integrity, you\u2019re gonna have to deliver some info to people that they\u2019re not gonna be immediately receptive to and you\u2019ve gotta be careful about how you do it because communicating for profit is more about reinforcement and validation than it is persuasion\/conversion.<\/span><\/p>\n

This tells us that we want to show up as \u201cX\u201d to an audience that wants \u201cX\u201d and that showing up as \u201cY\u201d will get us crucified.<\/span> <\/span><\/b><\/p>\n

When Ted Broer was speaking on the Success tour with Dan Kennedy with his, \u201c10 Foods Never To Eat\u201d pitch, the only place he bombed was Alabama. <\/span><\/p>\n

He was crying to Dan about how terrible his sales numbers were after the first time they\u2019d visited Birmingham. He couldn\u2019t figure out what went wrong. <\/span><\/p>\n

Dan pointed out that in his speech Ted tells this crowd that they can\u2019t drink soda, can\u2019t eat cheeseburgers, and can\u2019t eat moon pies and how his system eliminates the staples of their whole damn diet. <\/span><\/p>\n

The stadium they were speaking at was in the shadow of the Coca Cola plant. This is the diet of this town. These people are sitting on mesh folding lawn chairs on their porch eating cheeseburgers, moon pies, drinking a Dr. Pepper. What did he expect would happen? <\/span><\/p>\n

Selling unwelcome advice<\/i> is ugly work and usually the only time it pays to sell it is after<\/i> you\u2019ve had someone ascend in a relationship with you relative to your product ladder or\u2026 when someone has gotten into a private client working arrangement with you.<\/span> <\/span><\/p>\n

People will shop for advice until they find somebody giving them advice they like and only then will they proceed to shower this person with their dollars. <\/span><\/p>\n

Your place needs to be a friendly place for your perfect prospects. <\/span><\/b><\/p>\n

If your customers are not children who are forced to sit in a room with you, it is a fool\u2019s errand to take on the role of nun-like enforcer whose mission is to ram beliefs and lessons down the throats of unwilling customers and cracking rulers over their hands when they resist or disobey. <\/span><\/b><\/p>\n

If your prospects aren\u2019t trapped, they will simply leave if your information world starts to feel like a classroom. <\/span><\/b><\/p>\n

Dan never wanted to be in the conversion<\/i> business. <\/span><\/p>\n

What does this mean? <\/span><\/p>\n

It means that he never wanted any kind of speaking engagement where he was going to be put in front of people that didn\u2019t understand direct marketing and more importantly, didn\u2019t want to hear about it.<\/span><\/p>\n

He knew this kind of group would be close minded to what he was selling. <\/span><\/p>\n

The same thing goes for individual clients. <\/span><\/p>\n

Dan has had four instances where he\u2019s had to spend a full day trying to get people to get <\/i>direct marketing, that don\u2019t get it. This is ugly work. <\/span><\/p>\n

Now he\u2019s modified this process to where he\u2019s put together a \u201cDirect Marketing For Dummies\u201d kit that he sends and demands everyone on the board have listened to the audio and read the book or else he isn\u2019t gonna show up. <\/span><\/p>\n

He\u2019d rather put himself in front of a smaller group of people who do get it and save himself a ton of stress. <\/span><\/b><\/p>\n

Who Should Be Your Customer\/Client and Who Shouldn\u2019t?<\/span><\/b><\/p>\n

How should you be presenting yourself? <\/span><\/b><\/p>\n

What should your message consist of? <\/span><\/b><\/p>\n

What products and services should you develop based on who benefit most by you helping them?<\/span> <\/span><\/b><\/p>\n

The source of where<\/i> your prospects come from is of MEGA-IMPORTANCE. <\/span><\/p>\n

Picking the low hanging fruit is a great short-term strategy. <\/span><\/p>\n

The great long-term strategy is to be filling rooms with people who have plenty of money.<\/span><\/p>\n

Think about who Bob Ross\u2019s perfect prospect is\u2026<\/span><\/b><\/p>\n

People who have enough spare money, time, desire, and space to paint<\/u>. <\/span><\/p>\n

Here\u2019s what\u2019s crazy\u2026 Bob\u2019s company estimates that only around 3% of the people watching the show actually paint with him or on their own at a later time.<\/span><\/p>\n

Millions of people watching\u2026 and 3% of them actually paint.<\/span><\/p>\n

And who knows what percentage of these people bought painting supplies, books, or classes from him. <\/span><\/p>\n

It\u2019s hard to imagine it was all 3% but whatever the number was, it was enough for this to end up being a $15 million-dollar business.<\/span><\/p>\n

Here\u2019s the thing\u2026<\/span><\/p>\n

EVERYONE who watches, does so because they enjoy his company and love seeing what he\u2019s accomplishing during each episode. <\/span><\/p>\n

The 97% of people who never paint unwind while letting Bob\u2019s warmth and gentleness enchant them with the good feelings he puts into their hearts. <\/span><\/p>\n

People who never bought a single thing from him helped him tremendously by boosting the viewership numbers which is what kept his \u201cedu-tainment\u201d on the air up until the last year before he died\u2026 and for decades after. <\/span><\/p>\n

For this massive audience, Bob is a Welcomed Prophet whose approach met their desires. <\/span><\/p>\n

Here is One Major Thing That Welcomed Prophets Understand\u2026<\/span><\/b><\/p>\n

A book that shines light on this \u201cWelcomed Prophet\u201d principle, that Dan recommends everyone get is \u201cWhat a Way To Make a Living\u201d by Lyman Wood. <\/span><\/p>\n

The author of this book had a great mail order business that revolved around selling \u201clucky\u201d rabbits\u2019 feet. Along with the feet, they would send along these little pre-done prayers. <\/span><\/p>\n

Well, soon enough these guys got to be so successful that the FTC told them they couldn\u2019t be making the claims about rabbits\u2019 feet that they were. <\/span><\/p>\n

But the FTC can\u2019t touch religion. <\/span><\/p>\n

You can make any claims you want about prayers<\/i> so Lyman\u2019s solution to being put out of the \u201clucky\u201d rabbits\u2019 feet business was to just sell the prayers they\u2019d been previously giving away for free.<\/span><\/p>\n

In this book, Lyman says, \u201cWe already know our market. Millions and millions of people who want to pray but aren\u2019t articulate. They don\u2019t know what to say. We\u2019ll publish a magazine that has prayers and tell them what to say.\u201d<\/i><\/span><\/p>\n

Huge lesson to be had here<\/u>: People hate the idea of figuring shit out on their own and would prefer to be told exactly what to do in order to get the results they want. Over. Period. Done.<\/span> <\/span><\/p>\n

One of the best examples of this that Kennedy saw on the market was the book, \u201cEat This, Not That.\u201d <\/span><\/p>\n

This book has a list of 50 of the major restaurant chains in America and it tells you what to eat at these places so that you can lose weight. <\/span><\/p>\n

THIS is welcomed prophet status at its finest. <\/span><\/b><\/p>\n

This is brilliant. This is what you need to be doing if you want a long list of raving fans singing your praise. <\/span><\/p>\n

Bob Ross was the Welcome Prophet to his prospects at the expense of losing the respect of his peers\u2026<\/span><\/b><\/p>\n

Traditional Artists Laughed at Bob Ross\u2026<\/span><\/b><\/p>\n

Bob Ross Shrugged It Off As He Laughed All The Way To The Bank<\/span><\/b><\/p>\n

You know you\u2019ve hit a sweet spot in the market when the customer is amazed by the results they get from a course of action that requires little to no thought on their part. <\/span><\/p>\n

Snobby artists and teachers \u2013 the famous ones, the nobodies, and everyone in between – laughed at how \u201coverly simplistic\u201d Bob\u2019s method was. <\/span><\/p>\n

To these uppity assholes, being a \u201cstar\u201d on Free<\/i> Public Television was the equivalent of being the least smelly and dirty lunch room kid at school.<\/span><\/p>\n

The elitists <\/span><\/a>rationalized their bullying by looking for all the imperfections in his teachings. For example, they would point out how some of his color combinations weren\u2019t found in the natural world. <\/span><\/p>\n

And of course, this shit talking would bleed over to his customers\u2026 \u201cI can\u2019t believe these losers following his how-to baby steps actually try to call them artists.\u201d <\/span><\/p>\n

Bob didn\u2019t let any of this knock him out of his Welcomed Prophet lane. <\/span><\/b><\/p>\n

He wanted people to see they could create very good paintings from very little instruction, a lot of happiness, and a newfound confidence in their ability to create without having attended art classes or an art school for twenty years. <\/span><\/p>\n

Traditional artists wrote Bob off as a talentless hack the same way that psychologists and therapists do with Tony Robbins. <\/span><\/p>\n

Neither Bob nor Tony graduated from prestigious universities with advanced degrees in what they teach. <\/span><\/p>\n

Shit, neither of them attended any college at all. <\/span><\/p>\n

If this happened to Tony in a profession where psychologists and therapists are raking in the money hand over fist\u2026 it should come as no surprise at all that it would happen to a dude who had a $15 million-dollar business in a niche where hardly anyone makes any money at all.<\/span><\/p>\n

The reality is, Bob does everything \u201clegitimate\u201d artists do. What separates him from the people who take themselves way too seriously is he doesn\u2019t explain what he\u2019s doing in a complicated, jargon-loaded, self-important way. <\/span><\/b><\/p>\n

You\u2019ll never hear him use the term, \u201cperspective.\u201d Instead he\u2019ll tell you to make the color light in the distance. If a $1-dollar term will get the job done he\u2019ll take it over the $100-dollar term every time. <\/span><\/p>\n

He\u2019s not teaching you the rules like an art professor would. <\/span><\/p>\n

He\u2019s not telling you what NOT<\/i> to do in terms of knowing how to balance the foreground and the background, how to not put things in the middle, etc. He just does what you\u2019re supposed to do and invites you to follow his example.<\/span><\/p>\n

Not bogging down the process of learning by making it more complicated than it needs to be is one of the commonalities of the teachers who have higher than average success rates. <\/span><\/b><\/p>\n

This criticism of a stream-lined approach reminds me of all the bullshit Michel Thomas endured when he was teaching people to fluently speak a new language in five days<\/i> while college professors struggled to accomplish this feat in years with students who had already taken language classes in high school. <\/span><\/p>\n

Michel didn\u2019t give a shit what language professors thought about him \u2013 <\/span>especially since none of them would respond to the challenge he threw down to them<\/span><\/a>. <\/span><\/p>\n

Tony doesn\u2019t give a shit what \u201creal therapists and psychologists\u201d think of him<\/span><\/p>\n

Bob didn\u2019t give a shit what \u201creal artists\u201d thought of him. <\/span><\/p>\n

And this was easy to do because his goal was NEVER to be thought of as a great artist or even to teach others to be. <\/span><\/b><\/p>\n

He told the world that he knows his work will never hang in a museum. He said, \u201cIt\u2019s not traditional art. It\u2019s not fine art. And I don\u2019t tell anybody that it is.\u201d<\/span><\/p>\n

He was realistic and was dedicated to teaching a form of art that anybody can do\u2026 art for anyone who wanted to put a dream on canvas.<\/span><\/p>\n

His goal was simple\u2026 to get people to experience the joy of painting. <\/span><\/b><\/p>\n

What made this possible was him removing his audience\u2019s fear of failure.<\/span><\/p>\n

He knew the keys to getting started were believing in yourself and having the confidence to carry on. <\/span><\/p>\n

It could be said that he has got more people into art than anyone else in the history of art because of his simplified teaching approach. <\/span><\/b><\/p>\n

Is your approach to teaching the market making it easier or harder for your perfect prospects to support your business? <\/span><\/p>\n

How Bob Ross Used Game Changer Principle #21<\/u><\/b>:<\/b><\/span><\/span><\/p>\n

Proof<\/span><\/b><\/p>\n

When it comes to proving your product or service does what you say it will and that you\u2019re the king, testimonials are one of the ways everyone knows to use. <\/span><\/p>\n

But here are some other things that can serve to demonstrate that you are indeed influential\u2026<\/span><\/p>\n

->>> Name-Dropping\/Who You Associate With: <\/span><\/b><\/p>\n

When you\u2019re surrounded by rock stars, you\u2019re perceived to be one also. <\/span><\/p>\n

Peter Lowe accomplished this with his Success rallies. He didn\u2019t do this by being charismatic. He did it by writing checks. This allowed him to surround himself with a mix of prominent people. <\/span><\/p>\n

As the result of working this tour with Peter, Dan Kennedy has been able to drop the names of former Presidents of the United States, astronauts, movie stars, etc. and say he\u2019s shared the platform with these guys. <\/span><\/p>\n

This has allowed him to make a strong impression on his audience. <\/span><\/p>\n

He says the name-dropping has been FAR more valuable than the money he got paid from making sales at the event.<\/span><\/p>\n

You can do this too by pulling out the check book and it\u2019s gonna make an impact. <\/span><\/p>\n

You could do this with seminars, tele-seminars, coaching programs, forwards in your books, articles in your newsletters, content on your websites. <\/span><\/p>\n

You\u2019re aiming to surround yourself with both people with great prominence\/credibility or\u2026 great celebrity power or\u2026 preferably both. <\/span><\/p>\n

And be sure to use pictures, quotes, sound bites, video, etc. from any of this you have in 49 different places all over in all the processes of your business. <\/span><\/b><\/p>\n

As we discussed in the Part 1 of this series, Bob was publicly anointed the new king by the previous ruler of the Public Television art shows, Bill Alexander. <\/span><\/p>\n

Another time Bob got invited to the Grand Ol Opry as a celebrity guest and was interviewed by one of his favorite country singers, Hank Snow. <\/span><\/p>\n

Bob got the experience of a bunch of famous country singers come up and tell him that they loved his show. <\/span><\/p>\n

He then went on to give Hank Snow a private class where Hank told Bob he learned more in two days than he could learn in a year without Bob\u2019s help.<\/span><\/p>\n

->>> Where You\u2019ve Been Seen In The Media: <\/span><\/b><\/p>\n

In 1989 the major day time talk shows came a calling on Bob Ross. <\/span><\/p>\n

By this time, Bob was so in tune with who his perfect prospects were that when the Oprah show called and didn\u2019t<\/i> want him to paint\u2026 but instead wanted him to be on an episode of the show that featured married couples who are in business together\u2026 but don\u2019t live together\u2026 he turned her down. <\/span><\/p>\n

If he couldn\u2019t do his shtick that he knew would fill more of his classes up, sell his books, or sell his painting supplies, he didn\u2019t see the point in being there. <\/span><\/p>\n

So, he declined Oprah\u2019s invitation. <\/span><\/p>\n

\"clip_image004\"<\/a><\/span><\/p>\n

Talk shows like Joan Rivers\u2019, \u201cLive with Regis and Kathie Lee\u201d, and Phil Donahue let him do so and this allowed him to put his best foot forward thus letting his charm be broadcast into millions of living rooms that Public Television was never watched in.<\/span><\/p>\n

The famed talk show host Phil Donahue, when recalling bringing Bob Ross onto his show, talks about how mesmerized his audience was by him. <\/span><\/p>\n

During this appearance Phil showed the audience a painting that I\u2019m assuming Bob coached him through and the audience totally loved this. <\/span><\/p>\n

Long after Bob\u2019s death Phil said, \u201cWhen your 29 years on the air with a live audience every day, you get pretty good at reading audiences. And this audience at the time that he did our show was totally wrapped.\u201d<\/i><\/span><\/p>\n

He became a Pop Culture icon. <\/span><\/p>\n

He had a spot promo he did for MTV \u2013 Music Television\u2026<\/span><\/p>\n

\"clip_image006\"<\/a><\/span><\/p>\n

He had a spoof he did on HBO, he was featured in a hair dye add for women, and after selling his products on QVC one time he got off stage and was told that the legendary actor Marlon Brando, the famous actor who was part of TIME magazine’s \u201cTime 100: The Most Important People of the Century\u201d had called in and wanted to tell Bob what a big fan of his that he was. <\/span><\/p>\n

->>> Who Is Taking You Seriously: <\/span><\/b><\/p>\n

If someone influential, that your audience knows of is taking you seriously, you want to make a big deal out of that. <\/span><\/p>\n

You\u2019ve got to be aware of something like this aging too. <\/span><\/p>\n

When Dan Kennedy wrote copy for Paul Hartunian, he changed the copy from, having \u201cappeared on the Johnny Carson Show,\u201d<\/i> to \u201cappeared on the \u201cTonight Show\u201d<\/i>. He didn\u2019t lie. It was the \u201cTonight Show\u201d when Carson was on it but that Carson reference is so old it has mold on it and there\u2019s a ton of people who don\u2019t even know who Carson is. <\/span><\/p>\n

But if they hear \u201cTonight Show\u201d it\u2019s Leno\/Fallon and its current in their mind. <\/span><\/p>\n

->>> Daring Adventures & Experiences:<\/span><\/b><\/p>\n

If you do any kind of Richard Branson-type activities (hot-air ballooning long distances, marathon running, hang-gliding, going on safaris, etc.) that most people would have a, \u201cREALLY! YOU DO THAT?\u201d <\/i>kind of reaction to, then use them in your conversations. <\/span><\/p>\n

They may seem frivolous, but they\u2019ll definitely make you a more interesting person in the eyes of people who want to give you money. <\/span><\/p>\n

For Bob, a lot of people who didn\u2019t any exposure to pets other than dogs or cats would have definitely thought of Bob as being adventurous when he told the tales of having a wild assortment of wild animals as his pets as a child\u2026 and also rehabilitating injured wild animals. <\/span><\/p>\n

->>> Stunts You\u2019ve Pulled That Have Shined The Light On You: <\/span><\/b><\/p>\n

Bob Allen, the \u201cget rich in real estate guy\u201d, once picked someone off the unemployment line and had a reporter following them around and in the span of three days, the homeless guy had bought a property with no money down. <\/span><\/p>\n

This is a stunt. <\/span><\/p>\n

It gave him something to talk\/brag about for at least a couple years after that. <\/span><\/p>\n

There\u2019s a Bob Allen Challenge<\/i> in most businesses. You\u2019ve just gotta figure it out for your bidniz. <\/span><\/p>\n

One thing you should know about any form of stunt is that professionals know in advance<\/i> what the outcome is going to be. Only an idiot would totally wing a \u201cdaring act\u201d and put their neck on the line without knowing what the end result is going to be.<\/span><\/p>\n

Bob Ross was doing \u201cFake Live\u201d before most of these internet kids doing so on webinars and \u201clive\u201d streams were even wiping their own ass. <\/span><\/p>\n

If you didn\u2019t know better you would think that Bob is coming up with these paintings off the top of his head but they were not as spontaneous as it seemed. <\/span><\/p>\n

In fact, Ross made three of the same paintings for every episode. <\/span><\/p>\n

The first was sitting off camera and was used for reference which no one beyond the crew ever saw because sometimes in the span of twenty-six minutes and forty-four seconds that the show ran Bob wouldn\u2019t have time to insert some of the finer details that he\u2019d put into the reference painting he\u2019d done when he wasn\u2019t rushed. <\/span><\/p>\n

The second painting<\/i> was what the viewers saw him creating on TV. <\/span><\/p>\n

And the third was a more detailed landscape he painted used for the illustrations included in his instructional books. <\/span><\/p>\n

Ross was meticulous.<\/span><\/p>\n

“Bob used to lay in bed at night, he told me, he rehearsed every word and brush stroke,” Annette Kowalski says. “He knew exactly what he was going to do and say on every one of those programs.”<\/span><\/p>\n

Think about how I\u2019m at the end of this list and nowhere have I mentioned \u201cShowcasing Your Expensive Items\/Opportunities That Only The Successful Can Afford.\u201d<\/strong><\/span><\/p>\n

Bob drove a Corvette and almost none of his fans\/customers ever knew about this until after he died.<\/span><\/p>\n

Why? <\/span><\/p>\n

Because bragging about your vette doesn\u2019t work for this<\/em> pitch (primarily selling painting supplies and art classes) to this<\/em> audience (wannabe artists who are watching free TV when paid cable\/satellite is considered the gold standard). <\/span><\/p>\n

He would get far more bang for his buck with a Public Television audience talking about how expensive it is for him to rehabilitate wild animals than he would bragging about how cool his car is. <\/strong><\/span><\/p>\n

This is something where you\u2019re giving the impression that you\u2019re doing well\u2026 which is important for would-be perfect prospects for your certification classes\u2026 that doesn\u2019t feel like you\u2019re disconnecting from your humble persona. <\/span><\/p>\n

When it comes to proof, you have to know what proof will be most appreciated by your perfect prospects.<\/span>\u00a0\u00a0 <\/span><\/p>\n

How Bob Ross Used Game Changer Principle #26<\/u>: <\/span><\/b><\/span><\/p>\n

Persuasion<\/span><\/b><\/p>\n

There are really only 3 kinds of categories of books we\u2019d use in our marketing efforts . . . <\/span><\/b><\/p>\n

First\u2026 <\/b>would be some variation on the text book. <\/span><\/p>\n

Bob Stone\u2019s \u201cDirect Marketing\u201d book is a classic example of this. It\u2019s not trying to convince you of anything. Not trying to motivate. Not attempting to get you to advocate a philosophy. It doesn\u2019t care to persuade you to one idea or another. It just lays down the math and procedures and processes of a direct marketing business. Very dryly. Just like a school text book. <\/span><\/p>\n

Second\u2026 <\/b>would be reference books. <\/span><\/p>\n

These have formulas\/forms in them that are intended to be used over and over again with no other real purpose. <\/span><\/p>\n

Third\u2026 and most useful to you<\/b>, Story and Advocacy books.<\/span><\/p>\n

What is interesting is if you look at books like Think and Grow Rich, that fall into this category, and refuse to die, you\u2019ll notice they\u2019re built more like sales letters than they are like the books above. <\/span><\/p>\n

They\u2019re more akin to story books<\/i> than they are teaching books. <\/span><\/p>\n

Think about how the only real content in Think and Grow Rich is the description of the 17 principles that no one can remember<\/b>. <\/span><\/p>\n

Outside of this, you\u2019re not getting any real<\/i> help actually implementing<\/i> these 17 principles. <\/span><\/p>\n

All you\u2019re getting is a sales letter for the philosophy they want you to accept. <\/span><\/p>\n

You\u2019ve got a list of what to do that could fit on one page. There\u2019s one little how-to guide for writing goals. But the rest of the book is designed to sell you on the wisdom of the 17 principles. <\/i><\/span><\/p>\n

If you took all the chapter breaks and pushed all the content into one web page, one long continuous letter, it wouldn\u2019t be too much different from a sales letter. Same thing is true of Psycho-Cybernetics. <\/span><\/p>\n

Actually, one of the things publishers have done through years to these books is put summaries at the end of the chapters to make them seem more content-rich.<\/span><\/p>\n

There Is a Basic Template For Writing One of These Advocacy Story<\/i> Books<\/em>\u2026<\/span><\/b><\/p>\n

One of the guys at Dan\u2019s workshop was a high-end cosmetic dental surgeon. <\/span><\/p>\n

Dan talked about how normal book editors might tell him it\u2019s a good idea to write a book about the \u201c212 Steps For Profitable Case Presentations\u201d \u2013 i.e. the process of making the case to the cosmetic dentist\u2019s prospect that convinces them to take advantage of the dentist\u2019s services. <\/span><\/p>\n

Dan thinks this cosmetic dentist would be an idiot if he wrote this book. <\/span><\/b><\/p>\n

Here\u2019s why… <\/span><\/p>\n

Any time you write a book the question you have to ask is\u2026 \u201cWhat is the purpose of this book?\u201d<\/i><\/span> <\/i><\/span><\/p>\n

Now, in case you don\u2019t know, a cosmetic dentist stands to make $40-$50,000 dollars on just one sale.<\/span><\/p>\n

So\u2026 if your purpose for writing this book is to sow the soil in order to get your most successful peers <\/i>clamoring and fighting with each other for the opportunity to hand you serious money in order to be personally coached by you on the process for securing more high-end cases\u2026 then you realize it would be dumb to do a cheap book on this topic because this same information could be sold in other formats for way more money. <\/span><\/p>\n

This \u201c212 Steps For Profitable Case Presentations\u201d<\/b> concept\/opportunity lends itself to being a weekend seminar that sells for $10-$15,000 dollars per person. <\/span><\/p>\n

You could host this event, tape it, and the next step would be to sell this information on DVD\u2019s\/CD\u2019s\/Digital for half the price of what people paid to attend the live event. <\/span><\/p>\n

Only after you\u2019d done this, would you even contemplate doing a book on the topic. <\/span><\/p>\n

Here\u2019s what a book that draws prospects to this kind of business would look like\u2026<\/span><\/p>\n

The content for an advocacy story book revolves around the premise of convincing dentists that a huge promise like this is possible for them to achieve\u2026<\/span><\/p>\n

\u201cThe Secret To Securing At Least Two $50,000 Dollar Cases Every Month Like Clockwork\u201d<\/span><\/b><\/p>\n

Most dentists don\u2019t believe this is possible. <\/span><\/p>\n

If they can see with their own eyes that you\u2019re doing it, they have Eeyore the Donkey Syndrome, \u201cSure it\u2019s possible for you, but I don\u2019t think I can do it.\u201d<\/i><\/span><\/p>\n

This book should be answering ALL of the perfect prospect\u2019s objections for why they can\u2019t do this\u2026 showing them how it is possible to do it and\u2026 telling them why it\u2019s a better to have a practice that offers high-end cases.<\/span><\/p>\n

A lot of the book wouldn\u2019t be about case presentation at all, even though the title suggests that it would. <\/span><\/p>\n

What you primarily want to fill the pages of this book with are success stories that address all their fears of offering premium priced services. <\/span><\/b><\/p>\n

In this book would be a lot of how to do it, but not a lot of what to do. You don\u2019t want to get ahead of the person by telling them what<\/i> to do\u2026 without first preparing the reader and broadening their horizons as to how it is possible to do.<\/span><\/p>\n

If you want an example of what this kind of content looks like, look no further than the book \u201cThink and Grow Rich.\u201d <\/span><\/p>\n

It would consist of checklists of these 7 things to do, these 9 things never <\/i>to do, these 14 steps of the process\u2026 but all you\u2019ve got are lists<\/u>. <\/span><\/p>\n

In a book like this, unless you want it to be 1,000 pages, you\u2019re not gonna have enough room to give them the full seminar experience so you give them brain dead easy tools so they feel like they\u2019re coming away with content which they are but it is all incomplete content that needs deeper introspection. <\/span><\/p>\n

\u201cIf These How-To Books Reign Supreme, Doesn\u2019t The Ultimate Sales Letter Work Against You?\u201d<\/span><\/b><\/p>\n

One of the participants pointed out the fact that Dan Kennedy\u2019s \u201cThe Ultimate Sales Letter\u201d was a reference book and asked him if it actually hurt his copywriting business. <\/span><\/p>\n

Dan talked about how this book does NOT get in the way of people hiring him because it only gives people the checklist and examples of what good and bad copy looks like.<\/span><\/p>\n

If you\u2019re starting at zero, you can actually read that book and improve your ability to write. <\/span><\/p>\n

For the actual small business owner who has limited competition who doesn\u2019t know anything about direct response advertising, this book will actually give them a gigantic advantage.<\/span><\/p>\n

Here\u2019s what most people don\u2019t understand\u2026 95% of entrepreneurs are not an ideal prospect for Dan Kennedy. <\/span><\/p>\n

But for the type of person that Dan\u2019s looking to bring on as a client, this book is the first step in many that when fully acted upon and appreciated, will bring a person one-step closer to being a perfect prospect for him. <\/span><\/p>\n

The tools in the book are FAR too basic for what an advanced marketer needs to accomplish but it shows them that Dan knows what the hell he\u2019s talking about and it shows them he thinks outside of the box in a results-based fashion. <\/span><\/b><\/p>\n

Dan\u2019s \u201cUltimate Sales Letter\u201d book is similar to Vic Schwab\u2019s \u201cHow To Write A Good Advertisement\u201d book. There\u2019s not a whole lot you can do with that book, but Kennedy likes it for the fact of being able to swipe from the 100 best headlines list in it. <\/span><\/p>\n

The good thing about reference books is they stay on book store bookshelves for a long time without having to create any kind of emotional bond. <\/span><\/p>\n

\u201cThe Ultimate Sales Letter\u201d and \u201cThe Ultimate Marketing Plan\u201d have brought Dan lots of speaking engagements\u2026 companies calling him up asking him to come teach their team this stuff\u2026 but have generated hardly any customers. <\/span><\/p>\n

The NO B.S. books however, have brought him a TON of customers but hardly any speaking engagements.<\/span> <\/span><\/b><\/p>\n

There\u2019s an author who put out a book called \u201c1,001 Ways to Market Your Books\u201d. <\/span><\/p>\n

This guys\u2019 consulting practice had always stayed cheap and it\u2019d always stayed small because that was the only reason people are coming to him. <\/span><\/p>\n

There was no emotional \u201cI want to have a beer with this guy and get to know him better,\u201d connection. <\/span><\/p>\n

Dan has tried to fix this in the new editions of his reference books. He\u2019s made the books fatter, but the fat isn\u2019t more teaching<\/b>. The fat is more stories and inclusion of personal narrative stuff. <\/b><\/span><\/p>\n

Here is something that I believed served as inspiration for him to do this\u2026<\/span><\/p>\n

Out of the 25+ books that Dan has written, the book Dan gets the most<\/b> fan correspondence about is his \u201cUnfinished Business\u201d book where every lesson\/chapter is tied to stories about his personal life, going all the way back to him being a child. <\/span><\/p>\n

If you get this book (which I highly recommend you do), you\u2019ll easily find a ton of these Influential Writing principles on display in it.<\/span><\/p>\n

He has learned over the years that the key with this style of book is\u2026<\/span><\/p>\n

NOT what you want them to \u201cbook learn\u201d \u2013 but rather what kind of philosophy you want them to embrace<\/i>.<\/span> <\/span><\/p>\n

NOT what do you want them to become capable of doing as the result of buying it \u2013 but rather what you want them to be inspired to do next.<\/i><\/span><\/p>\n

People don\u2019t prioritize being \u201ctaught\u201d which means that teaching usually doesn\u2019t serve all of our purposes as marketers. <\/span><\/p>\n

The way you write these edu-tainment style of books is more similar to the way you\u2019d write a sales letter <\/i>than the way you\u2019d a school text book. <\/span><\/p>\n

Each chapter needs to be developed from its intended outcome backwards towards what you need the reader to believe.<\/span><\/p>\n

Speaking and writing are really the business that info-marketers are in. <\/span><\/p>\n

You need to define yourself in these terms. <\/span><\/p>\n

The bottom line is, as a writer, you gotta write\u2026 or as a speaker, you gotta speak. <\/span><\/p>\n

Consistency is what gets you subconsciously proficient at communicating in a captivating manner. <\/span><\/p>\n

You\u2019ve gotta decide that the business you\u2019re in is really the business of influencing people by words in print or pixel, online or offline, and commit to getting really good at it.<\/span><\/p>\n

Bob Ross didn\u2019t need anyone to tell him any of this<\/u>.<\/span><\/b><\/p>\n

The \u201cJoy of Painting\u201d television show made him an irresistible celebrity that people wanted to learn from in person. And this is why even though they could shoot a series in a week for each quarter, there was no down time. <\/span><\/p>\n

He knew the deal and that he needed to strike while the market was in heat. <\/span><\/b><\/p>\n

Upon starting the first season of The Joy of Painting, Bob wanted to create a \u201cHow-To\u201d book that served as a companion to the television program. <\/span><\/b><\/p>\n

Bob didn\u2019t have any serious juice at this time so the studio told him that if he wanted a book, he would have to publish it himself because it would cost around $30,000 dollars to do so. <\/span><\/p>\n

Bob\u2019s conviction that this was an essential step to growing the business inspired his business partners the Kowalskis to mortgage their home in order to fund it. <\/span><\/p>\n

To produce the content, he would have his business partner stand behind him and take 50 or so photographs for each painting \u2013 one for each step in the process \u2013 for the how-to illustrations that would go into the book. <\/span><\/p>\n

They would eventually go on to produce a book for every season of the show. <\/span><\/p>\n

Let\u2019s take a step back here… <\/span><\/b><\/p>\n

Think about the show, \u201cThe Joy of Painting\u201d itself. <\/span><\/p>\n

If you were a viewer and had all the paints, the canvas, the palette, and you got everything prepared beforehand\u2026 you would be able to tune into the show live and move right along with each of Bob\u2019s steps and create roughly the same image he did. <\/span><\/p>\n

Back then in 1989, you could also record the show on your VCR and follow along later at your own pace if you didn\u2019t want to rush through the painting in 26 minutes. <\/span><\/p>\n

Today, you can simply stream the episodes at your convenience and pause the episode on your iPad or your Smart TV in order to move at your own pace.<\/span><\/p>\n

This means you didn\u2019t\/don\u2019t have to spend one dime with Bob in order to literally experience \u201cThe Joy of Painting.\u201d <\/span><\/b><\/p>\n

He\u2019s giving away the instructions for how<\/i> to do the same paintings<\/i> that are featured in the how-to books and everyone can see this. <\/span><\/p>\n

And yet, people still bought books and classes. <\/span><\/p>\n

Why? <\/span><\/p>\n

Speed and convenience. That\u2019s why. <\/span><\/p>\n

Recording a show on your VCR requires effort. Most people probably don\u2019t have a TV\/VCR in the same area where they paint. Most people probably don\u2019t want to risk making a mess of their remote while trying to pause and follow along or splashing paint\/thinner on the TV\/iPad when cleaning their brushes. <\/span><\/p>\n

If this is the case, buying the book makes sense. <\/span><\/p>\n

And then of course, everyone knows that having hands-on instruction and personalized attention is going to be the fastest and surest path to success with any kind of skill. <\/span><\/b><\/p>\n

This purchasing progression is logical\u2026 you buy lessons if you can afford them. You buy the book if you can\u2019t. You buy his supplies for either route you take. <\/span><\/p>\n

Even though enhanced pay-only options are available Bob still gets full credit for being generous with his content. <\/span><\/p>\n

He gets DOUBLE BENEFIT<\/b> \u2013 all the good will that comes from giving away the instructions on the show\u2026 and all the satisfaction that customers experience when they buy something from him and see all the care that he has put into making sure you get an amazing experience. <\/span><\/p>\n

Let\u2019s Now Further Consider Bob\u2019s How-To Books\u2026<\/span><\/b><\/p>\n

You have to understand that these how-to books were a bridge between someone watching the show and merely being wowed by him\u2026 and someone actually hiring him for lessons or attending one of his workshops.<\/span><\/p>\n

The law of averages would tell you that a tiny percentage of people who bought the book actually used the instructions in the book to do paintings. <\/span><\/p>\n

That\u2019s a universal truth that carries over to any kind of \u201cnon-urgent\u201d how-to information that has ever been sold in the history of mankind. <\/span><\/p>\n

The majority of the buyers bought the book with the intent of using it \u201csomeday\u201d and simply thumbing through the pages served the purpose of showing these people that Bob was indeed a great teacher. <\/span><\/p>\n

These books were physical evidence that demonstrated Bob had a system<\/i> for teaching. <\/span><\/b><\/p>\n

With this evidence in hand it was now 100 times easier for these buyers to decide that if the opportunity ever arose and they had spare money and time on hand\u2026 they would definitely<\/i> be willing pay money to learn from him or one of his proteges directly. <\/span><\/p>\n

Without doing any kind of hard sell at all<\/i>, he had these book buyers primed to ascend to the next higher level in his funnel. This is what you call indirect selling<\/u>.<\/span><\/p>\n

People who didn\u2019t<\/i> buy these books had nowhere near this level of motivation to spend bigger amounts.<\/span><\/p>\n

If you create a self-published how-to reference book, you have to bet that it is NOT going to make money. If it somehow takes off and becomes a mega-hit, cool. But you should be dancing in the streets with glee at having broken even on the sale of a book like this. <\/span><\/p>\n

REMEMBER<\/u>:<\/b> Self-Published how-to books are to be thought of loss leaders, the same as any high-value freebies that you give away in any of your other lead generation efforts.<\/span><\/p>\n

But unlike leads that come from freebies, the buyers of these cheap books are much more valuable leads than those who only opted in to get a freebie from you because they\u2019ve actually bought something. <\/span><\/p>\n

Smart marketers self-liquidate the process of giving books like this away for FREE by charging \u201conly shipping and handling\u201d for them. <\/span><\/p>\n

When the Alexander company recommended that Bob sell his own line of paints because they couldn\u2019t keep up with the demand, he took this opportunity to put his own touch on what he was doing. <\/span><\/p>\n

He reduced the size of the largest brush and he also adjusted the formula of the paint itself because he knew what would work for a beginner. The consistency of the paint was very specific to his technique. <\/span><\/p>\n

His products, with his smiling face on them, hitting the shelves of the commercial shelves now established his brand in the commercial art store world. <\/span><\/p>\n

He was making his presence felt in both book stores AND commercial art supply stores and his entrepreneurial efforts increased the demand for more episodes of the series and teaching classes, which led to him growing his business by certifying people to teach others with his endorsement\u2026<\/span><\/b><\/p>\n

\"clip_image008\"<\/a><\/span><\/p>\n

He wanted people all over the country to be able to learn this method in a classroom setting if they wanted to and this was his way of adapting to the reality of not being able to personally teach everyone who wanted to learn from him. <\/span><\/p>\n

This meant training instructors would keep the wet-on-wet method and the message of \u201cThe Joy of Painting\u201d alive and well long after Bob was gone. <\/span><\/p>\n

The completely FREE 400 Episodes of \u201cThe Joy of Painting\u201d were some of the finest content marketing that has ever been used to INDIRECTLY sell art books, supplies, classes, and certifications. <\/span><\/p>\n

I say \u201cindirectly\u201d here because there was never any kind of pitch in the episodes of the show for anything Bob sold. <\/span><\/p>\n

The most you heard about this stuff he sold was a brief mention that it existed. <\/span><\/p>\n

And this laid-back approach allowed him to quietly build an insanely profitable business for himself. <\/span><\/p>\n

If you agree with the premise that FREE consistent and compelling content can work miracles you want to keep a clear idea in mind of what this content should entail.<\/span><\/p>\n

You want the content to be seen as valuable even though it is incomplete. <\/span><\/p>\n

You want the content to be crafted in a way that eases people towards making more and more purchases from you. <\/span><\/p>\n

Conclusion:<\/span> <\/span><\/b><\/p>\n

Your perfect prospects need to believe you\u2019re a real human being that they want to have a beer with. <\/span><\/u><\/p>\n

That\u2019s the most important thing you need to remember. <\/span><\/p>\n

People buy stuff from people they like. <\/span><\/p>\n

They can not<\/i> like you and still buy and there\u2019s a set of skills you can learn to do that kind of selling. You can smooth talk people into buying. You can intimidate people into buying. <\/span><\/p>\n

But none of those strategies make people won\u2019t to keep coming back and giving you money over and over and over again.<\/strong><\/span><\/p>\n

Think of Joel Bauer here. <\/span><\/p>\n

You can sell a ton of stuff being Joel Bauer. But that style isn\u2019t going to keep people coming back year after year after year because you knocked these people into a stupor, took their wallet, propped them back up in their chair, and left them in a dazed and confused state to where they don\u2019t know what the hell happened to them. <\/span><\/p>\n

That slick approach invites buyer\u2019s remorse. <\/span><\/p>\n

The opposite of this is having people genuinely liking you and being fascinated with you.<\/span><\/p>\n

All of these principles are what Dan uses to keep people in coaching for 5, 7, 10 years and beyond when they\u2019ve got everything he knows after a year of being in coaching. <\/span><\/p>\n

After a year of coaching you know Dan Kennedy direct marketing cold, so why hang around? <\/span><\/p>\n

Because you like him and you feel he\u2019s continually bringing value to your life.<\/span><\/p>\n

These same principles allowed Bob to flat out dominate a huge niche as an entrepreneur\u2026 and to do it in a way that felt congruent with who he was at his core. <\/span><\/p>\n

And his way of doing this enabled him to become a living legend and an unforgettable icon in this realm. <\/span><\/p>\n

Of course, if you have any questions about what we\u2019ve covered in this series, feel free to ask away below in the comments. <\/span><\/p>\n

Talk soon, <\/span><\/p>\n

Lewis LaLanne<\/span><\/p>\n

\u201cI\u2019ve learned that people will forget what said, people will forget what you did, but people will never forget how you made them feel.\u201d<\/b> <\/span><\/p>\n

~Maya Angelou<\/span><\/p><\/blockquote>\n

PS. If you have any interest in inserting the principles we\u2019ve talked about along with 25 others we didn\u2019t cover, into your marketing, you will definitely want to check out the notes we took on <\/span>Dan Kennedy\u2019s Game Changer DNA Influence Course<\/span><\/a>.<\/span><\/p>\nPart 2 of 2: Why You Probably Have More In Common With Bob Ross Than You Think<\/a><\/p>","protected":false},"excerpt":{"rendered":"

In Part 1 of this series we talked in detail about how revealing valuable, often overlooked insights about your personal narrative allows for the following elegant and insanely effective conversion process to unfold\u2026 Step one: You take them from \u201cThey don\u2019t know you\u201d to \u201cNow they know you.\u201d Step two: You take them from \u201cThey […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,447,491],"tags":[591,684],"class_list":["post-15918","post","type-post","status-publish","format-standard","hentry","category-copywriting","category-dan-kennedy","category-marketing-notes","tag-dan-kennedy-influential-writing-workshop","tag-mynoteakingnerd"],"yoast_head":"\nPart 2 of 2: Why You Probably Have More In Common With Bob Ross Than You Think - My Note Taking Nerd<\/title>\n<meta name=\"description\" content=\"In Part 1 of this series we talked in detail about how revealing valuable, often overlooked insights about your personal narrative allows for the\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mynotetakingnerd.com\/blog\/part-2-of-2-why-you-probably-have-more-in-common-with-bob-ross-than-you-think\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Part 2 of 2: Why You Probably Have More In Common With Bob Ross Than You Think - 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