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bjbj2 Marketing Show Episode #41 Hello, everyone, my name Clay Collins and welcome to this episode
of The Marketing Show. So in this episode of The Marketing Show I m going to tell you
and show you exactly how I got over 740 tweets about my About Page on my website. I ve never
seen an About Page that s been talked about so much or shared as much on social media.
So I m going to show you exactly how I did that. But before I do that, it s time for
today s marketing quiz. So for today s marketing quiz, we are going to again dig into the archives
of The Marketing Show. So my question is this, Which episode of The Marketing Show has generated
the greatest number of comments? Is it Episode Number Three, Stop Helping People, Episode
Number 30 entitled Why You Can t Monetize Your Knowledge, or Episode Number 35 called
Why You Shouldn t Create A Scalable Business? ll answer that at the end of the show. So
like I said, I have an About Page that s been shared over 740 times on Twitter at this point.
Now, this About Page is super long and extremely in-depth. This isn t the kind of quick bullet-pointed
About Page that you would expect to be shared a lot, but nevertheless it s been shared a
whole lot of times. And the reason why this About Page has been such an asset to my business
and such an asset to me and has been shared so many times is that it has followed a very
specific, very, very specific formula called The Super Hero Formula So just to explain
what s happening here; if you want to be successful in your market, your market must see you as
a super hero, which means that your story needs to conform to a specific and certain
structure. And I m about to share that structure with you in just a second, but first I need
you to grasp that you truly need to be a hero to your market. You need to be version 2.0
of the target person who you re marketing to. So let s delve into this. What is this
super hero formula and what s the format that your About Page and your story must conform
to? Well the first element that must be in your story and the first part of the Super
Hero Formula is a common enemy. You and your target market must share a common enemy that
you fight against when you re fighting on behalf of them, right, you are in a lot of
ways their savior. You re helping them accomplish specific things and part of that you go to
battle against a common enemy. Now this common enemy can be something specific or it can
be an idea or a concept. Part two of the Super Hero Formula is super power. So what is your
super power? What are you better at doing than just about anyone else? How do you make
miracles happen for yourself and for others? Every single super hero and every single major
personality has a super power. You need to have one as well. Part three of the Super
Hero Formula is purpose. Your market and the people you represent need to know that you
are doing things not just for the money, that you have a larger purpose that you are serving
and please when you re writing your About Page or you re creating the story about how
came to do what you do, you must be truthful. I beg of you please be truthful in all of
this, but make sure you cover all of these points if you can. The next attribute that
you must have and that everyone has, is a fatal flaw. So for example, my fatal flaw
is that I can t for the life of me get up before 10:00 AM in the morning, unless I have
a plane flight or something like that in which case I am completely non-functional. Another
fatal flaw of mine is that I am incredibly unproductive. I truly can only get about one
thing done per day. If I try and get more than one thing done per day I end up having
a lot of problems and I end getting kind of distracted and not getting anything done at
all. Part number five of the Super Hero Formula is your origin story. You must have a story
that explains how you went from kind of an ordinary person to someone who does what you
do. How did you transform from someone who is just going about your life to someone who
does the kinds of things that you do for a living? How did you become the personality
that you are today? Anyway, I hope you ve enjoyed the Super Hero Formula. I hope you
truthfully and authentically and honestly implement this in your About Page and when
it comes to writing your own story about how you came to do what you do. Finally, I must
give credit where credit is due. I read a bunch of different pieces of this Super Hero
Formula, not this exact articulation of it but I read different pieces about this from
a number of different people and a number of different books. But perhaps the most insightful
look at this came from some writings by a man named Dan Kennedy. So I do want to attribute
credit where credit is due. Well that just about wraps up today s marketing show. But
before we end for the day, I want to answer today s marketing quiz. So the answer to the
question, Which episode of The Marketing Show has generated the greatest number of comments?
is episode number three. Episode Number Three, entitled Stop Helping People, has generated
more comments than any other episode of The Marketing Show. HYPERLINK "http://www.marketingshow.com/show/tms_video/stop-helping-people/"
http://www.marketingshow.com/show/tms_video/stop-helping-people/ Anyway, that wraps up today s episode of The
Marketing Show. This episode of The Marketing Show was brought to you by you. It was brought
to you by your comments, by your endless support, by all the emails of enthusiasm and encouragement
that I receive. So if you enjoyed this episode, please consider donating a tweet or donating
a Facebook share and telling your friends about what we re doing here. My name is Clay
Collins, I hope you ve enjoyed this episode of The Marketing Show and I ll talk to you
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