I was totally blown away by the Core Influence DVD, from Mass Control 2.0 (yes, I bought Mass Control from Frank Kern - great stuff!).
In this Core Influence video Frank talks about the main principles of running the business and living the life you want.
First, many people do not know what they really want and what they really are. The same apply to the market - what the market really want, and what the customers really are.
Most people have two versions of themselves - the shell identity (presented to the world) and the core identity (the true, real identity, the identity you daydream about).
Than Frank translates this to market influence. Most influence is on the surface (classic selling, head-to-head influence, speaking - based on logic and emotion).
On the other hand, core influence works on two levels - head-to-head and core level. Lasting connection is made on the core level, where we are in our core identity. When our subconscious is connected to the prospect’s subconscious.
The goal is to identify the core identity of your market and communicate with it.
Our deepest desires give clues to our core identity. Our brain will lie to us about core identity, because it doesn’t want to work. Our desire might be making more money … But to what end? What is under the surface?
All we want is endless experience. Our goal “make money” is meaningless, because what we really want is to buy something which brings us desired experience.
Now, how to uncover the core identity? Frank shows a great exercise which uncovers our core desires.
The exercise is simply to answer question: “If there were no limitations or consequences, what would your perfect average day look like”?
He encourages us to design perfect, average (e.g. you can live it every day) day without any financial, geographical, health or other limits. The design should be precise, designed minute by minute, defining every aspect of the perfect day, all smells, feelings, sights …
Think about the experience, not about stuff. Shell identity is motivated by things and is goal and status driven (making money). Core identity concentrates on desired experience.
All this also translates to marketing, e.g. what your market really is and what the customers really are. To find it, create a virtual person which represent your market and communicate with this person. The person must be as detailed as possible (age, where he/she lives, what are the desires, frustrations …).
And finally, to be really effective, have empathy with this person. Become that person.
