Marketing in 10 Dimensions – Perry Marshall

You’re invited to my secret problem-solving, solution-visualizing playground, Where business and marketing puzzles are pleasurably decoded with alchemy via a mad scientist’s toolbox

10-D Matrix-Building is a TRUE Bottom-Of-Swamp skill if there ever was one.

It trains you to go to the very roots of reality and construct a robust model of what you are dealing with. It’s like learning how to build an engine, then realizing you can stick it on a go-cart or a bicycle or a model airplane… or build an air conditioner or water pump or escalator anywhere you go.

That is why the first session of M10D is Dimensions: How to break even the most stubborn problems down into a set of independent vectors… so you can construct your own custom problem-solving engine.

What You’ll Learn In Marketing in 10 Dimensions

Session 1: HOW BUILD 10 DIMENSIONAL MAPS

One guy wrote in and asked: “How do you come up with such intriguing copy hooks?” The answer is: I used 10-D Matrix thinking to come up with that, which made it pretty easy.

Well, the coolest part is – the multi-dimensional structure was what I taught my students to use inside the Display Network itself and evade competition. Through cross-dimensional thinking!

You can do this on a grand scale (I’ll show you a client who’s doing just that) but you can also do it in bite-sized pieces: Quizzes, landing pages, intake forms, consultations, lead generators, sales disqualifiers.

I’ll show you how to create your own “Metric system” for your industry so that people are talking, thinking and measuring problems the way YOU break them down, instead of the way your competitors break them down. People will be in awe of your ability to grasp, deconstruct and isolate causes.

10-D Matrix Thinking was the foundation of the Swiss Army Knife tool as well, which continues to deliver results for clients 12 years later. (The Swiss Army Knife harnesses something like 30 or 40 dimensions.)

Session one will canvas copywriting – emotions – bullets – Swiss Army Knife – USP elements – marketing media (1 entire session) – including formulas and heuristics for determining if your structure passes muster or not.

Session 2: FRACTALS & EMERGENCE

One of my most-told stories is my epiphany in Buzz Cafe in 2003, reading Richard Koch’s 80/20 book and realizing 80/20 is fractal. There’s an 80/20 inside every 80/20, and another, then another.

I’ve earned a good living for the last 20 years. Just from that one insight.

That’s because I take fractals farther than almost anyone, applying them across every dimension, band and boundary. In Session 2, I’m going to take you down Perry’s fractal rabbit hole, showing you how you can recognize them everywhere and use them to GREATLY SIMPLIFY things that seem impossibly complex.

• The fractal nature of everything: This is why I’ll devote an entire session on how to think about, watch for, identify and profit from fractal patterns. The best way to find invisible money in markets is to notice patterns that nobody else notices. This is true in investing, marketing, advertising, product development – you name it. In the mid 2000s when Google was new, I realized Google ads and YouTube videos are fractal infomercials; smaller, far less expensive, while retaining the same concept; that’s why I grasped THEN how urgent it was for advertisers to get on board and evolve with the platform before the ads got expensive!
• Fractal stagnation & bureaucracy: Why almost every industry is 50 years behind state of the art… and most importantly, how to harness this knowledge without getting kicked in the teeth. There’s a dark side!
• (Strange) attractors: There is a way that the world “wants” to be. Most people are living in the “should be” world instead of the “is” world and wearing themselves out fighting nature. Discover how to discern the natural attractors that make businesses flow naturally.

Session 3: EXPONENTIALS

In 80/20 Sales & Marketing, I issued this statement:

“Everything that really matters in business isn’t linear, it’s exponential. 80/20 is about Power Laws—powers of 10. You should always think in multiples of 10.”
In this session I share with you a dozen plus ways to think and map your universe in exponential terms. Power Laws are among the most powerful weapons in the toolbox, and I’ll show you how to flip back and forth between linear thinking and exponential thinking, effortlessly.

• How many times have you entered a market and early ad tests indicated GREEN LIGHTS EVERYWHERE… Then you invested big money and experienced a huge, painful BELLY FLOP? I’m going to share a little-known method by which you can judge the resistance of entering a market, and estimating the point at which resistance lets up.
• Linear thinking is a disease that permeates all fields, all industries… I’m going to help you flip that around so even when you’re deluged with “linear information” you can transform it into an exponential perspective.
• The great disease in business is average thinking. Discover how to map “average” to “outliers,” reliably guessing in advance how much gold is hidden in that goldmine, even if you’ve only tapped it 20 feet so far.

Oftentimes I will shed mathematical formality and “run with the fun.” (Math professors would send me suicide notes if they knew what I was doing, but the artistic freedom is what makes it so exciting.)

Session 4: WAVES

Waves form naturally from the laws of physics. Those laws are inviolable. The closest most people in marketing get to really dealing with waves is patterns like “seasonal” and “sales cycle” but that’s barely the icing on the cake. People are violating all kinds of laws without knowing it.

• “Racking the shotgun” is wave-making, and waves not only transmit, they reflect and absorb. This is why you spend so much of your sales life dealing with unintended consequences.
• Almost everything we do in marketing is wave-based. There is a frequency, an energy. How many times has it seemed like a relationship should work on paper but in real life it doesn’t work at all. Well guess what, it’s not “woo-woo,” there’s an underlying basis for this.

More courses from the same author: Perry Marshall

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