Why Imitating The Person You Admire Is A "Naturally" Bad Idea
Published: Thu, 05/21/09
Memo From: Marlon Sanders
Memo To:
Re: So who do you wanna imitate?
Hello,
Marlon here.
If you're a newbie, this article probably isn't for you.
It's really aimed at more the intermediate and even advanced
marketer. So if you're a newbie and don't quite get it, relax.
Read it again 6 months or a year from now.
YOU are the U in the word "unique."
Let me explain:
When I bought Jay Abraham's Protege Course back in like 1991 or
something like that, I SO admired him I tried to be him.
I wrote my copy like him.
Which isn't easy because you have to use really long words in
the wrong context! Later I tried to be Gary Halbert (thankfully
I only imitated his copy for a short time period). Very early
on I actually wrote my Ben Suarez wannabe ad.
I think it's natural and normal when you're first starting out to
imitate or copy people you admire. That's why I call it a
"naturally" bad idea. It's natural. But it's a bad idea if you
do it very long.
But understand this: You want to NOT copy as soon as you can.
I'll explain...
Positioning is everything. If you're positioning is that you're
a wannabe of someone else then that means you are NOT that
someone else.
You're a copy. Not an original.
Which sells for more? The original or the copy?
Be you.
Be confident in who you are.
My friend Lee McIntyre in UK has done a superb job of this from
day one. He left his job as a schoolteacher to be a full time
Internet marketer after only 30 days in the business.
He mad $7000+ his first month online.
And from day one, Lee used his abilities as a schoolteacher to
create his own unique style.
Never once have I watched a video of his and said, "Oh look, there
is Lee trying to be Frank Kern."
Or there is Lee trying to talk like or look like this person or
that person. You can hear Lee's UK schoolteacher charm here and
snag a nice freebie:
http://www.TurboProfits.com/tracking/go.php?c=5_10freebie
I bring up Frank Kern on purpose. For the record, Frank is a
genius marketer. Hands down. No question about it. I have
nothing but respect for Frank.
If you don't know Frank, he's the dude who does the "Mass Control"
stuff and lots of cool videos.
Now, the PROBLEM I have is that I see people trying to do Frank
Kern-esque videos. For example, he did this very high end, more
or less pro quality video of him playing a guitar John Carlton
gave him.
The whole POINT of the video was NOT that he could play guitar,
although there IS a metaphor between playing guitar and
mass hypnosis (you keep adding strings till the music happens).
The POINT of the video was CREDIBILITY at an unconscious level.
If the legendary John Carlton sent you a guitar in homage, then
wow. You must be top dog.
That was the WHOLE point of the video.
But it was very artfully created. The lighting and camera work
was pro quality or near pro quality. Or to me (an amateur at
video) it was. Maybe a pro would point out flaws.
It most certainly was a big cut above what you normally see in
online video.
Anyway, GET THIS:
I've seen people starting to put videos of themselves playing
guitar on their Internet marketing web sites!
They don't get it!
The video was NOT about how cool it is to play guitar.
It was a credibility play based on the fact John Carlton sent him
the signed guitar.
And unless I'm wrong, there might be a very subtle hypnotic line
related to the guitar strings. In "Conversational Hypnosis,"
Igor uses the theme of a guitar to draw an extended metaphor to
hypnosis.
You can read my whole cheat sheet about it at:
http://www.marlonsnews.com/?p=221
I see some people produce videos where they're driving around
in a car like they're Frank, going on location, etc.
Frank borrowed a concept from the "pick up artist" market that
he sold in once.
It's called "bouncing."
And the idea is that it's more important to go to multiple
locations with someone than it is to drill down in depth in one
location.
If I recall, Igor talks about this in Conversational Hypnosis
also. So maybe there's something to it.
But to COPY the whole Frank Kern shtick of driving around in the
car, on location video and stuff.....man, I just think it screams
"wanna be like Frank."
There are OTHER ways to do the same thing without appearing to
copy someone else.
Now, the OTHER thing is that if you ARE going to copy someone
else or use an idea they are KNOWN FOR, do it well!
One of my well-known friends recently did a video where it was
shot with poor lighting. My first thought was, "Wow, they're
trying to do Frank."
My second thought was, "Wow, they shoulda used Frank's LIGHTING."
Because he usually uses pro or near pro quality lighting, even
though in his charming way he passes it off as "nothing."
That's part of the shtick.
/////////////////////////////////////////////////////////
BLATANT COMMERCIAL
Stop lining other people's pockets with YOUR sales. Start
creating and selling your OWN products. Yes, you CAN do
this.
http://www.productdashboard.com
/////////////////////////////////////////////////////////
Poor quality lighting washes your face out and can make you look
like crap. Now, if you're a naturally handsome or attractive
person and the camera loves you regardless of the lighting, then
go for it.
But if you're like I am, even when you were young, you probably
weren't the best looking thing the camera's lens came across.
And at my age now, if I don't use good lighting, I look like
I'm doing the "before" shoot for a cosmetic surgery commercial
or anti-wrinkle cream.
You know, some of us need ALL the lighting help we can get if
we choose to do video.
Some people shouldn't do video.
Really, if you're teeth are missing or rotten, or you look like
you just got out of the hospital, or you haven't been in the sun
for 20 years -- maybe you should try the screen capture video.
This is what I love about what LEE does.
http://www.TurboProfits.com/tracking/go.php?c=5_10freebie
I love how he does the screen video.
Seriously, my BIGGEST issue in my mind is how can I create a
screen video pitch using a few of his ideas WITHOUT looking like
him.
Do you understand this?
You want to be UNIQUE. NOT a carbon copy.
I suppose over the year some people have tried to copy me. For
the most part, I was spared that. Not many people can go crazy
when they speak like I do. And the few who can are probably SANE
enough to know better!
Actually, our web designs used to be highly copied. And other
things that I won't mention. But yeah, I've been copied or just
blatantly knocked off.
That's NOT the point here.
Let me splain it one more time.
YOU are the U in the word UNIQUE.
Some people who really and truly don't get what I'm saying will
think I'm dogging out Frank.
Heck no.
I'm dogging out people who think COPYING is a good thing.
It isn't.
Not.
Nada.
No.
Be unique. Fresh. Distinct.
Stand out.
Red rocks.
Best wishes,
Marlon Sanders