An examination of the Maven Matrix Manifesto, with an explanation of why it works and the underlying marketing principles that allow it to do so. How you can apply this in your own life, regardless of whether you buy their mentoring or not. Soundtrack for this slideshow available at: http://www.archive.org/download/MavenMatrixManifestoExposedComplete/MavenMatrixExposedFinal02.mp3

1. The Maven Matrix Manifesto
EXPOSED

2. Brainchild of
Rich Schefren and Jay Abraham

3. The Maven Matrix TM
has everything to do with
viral marketing and
social media marketing.
It's designed to create a viral buzz
and position you as the top dog
in your niche's dogpile.

4. What is the Maven Matrix?
Essentially, a method to
personally brand YOU
and add in
top positioning marketing strategies.
And it won't work unless you put
everything into it – like all of life and
any real marketing campaign:
Lack of Faith kills it dead.

5. The “Good Old Days”
are gone...

6. The Matrix in brief:
1 - Gain Your Market's Trust
Clearly articulate your market's hopes,
fears and problems.
Feel its pain.
Identify gaps in service or quality.
State the problem better than anyone.

7. 2 - Establish Your Maven Persona
Memorable personality traits that make
the maven more human and familiar in
the eyes (and more importantly,
the minds) of the marketplace.
Anchor your persona
in the minds of your market.

8. 3 - Vision for the marketplace
Why the company exists. What is the
ultimate goal of the maven. What's the
dream/cause that others want to be a part
of it?
4 - The Creation Myth
The STORY about the beginnings of the
maven and their brand --
Where did it start? Why?
Who were the players involved?

9. 5 - Predictable Behaviors
Unique things you do or say that your
market expects, in other words:
they are predictable -
and just like you can predict
how a loved one or close friend
is going to behave.
You want the market to feel
they can predict your behavior.

10. 6 - Polarizing point of view
Views that will resonate with your target
clients but might offend others.
It separates your market into believers
and non-believers.
Example: the denunciation of companies
and practices in your market that are
cheating your customers out of the value
they should expect.

11. 7 - Special phraseology
Your iconic phrases and terminology
that makes you utterly unique in your
market.
8 - Communications Channel
The communications channels that
the marketplace grows accustomed to
when receiving information from you.

12. 9 - Velvet Rope
The elements that make your clients,
prospects, and staff feel special, better
than outsiders, part of a special group.
10 - Customer Evangelists
Techniques to motivate your customers
to spread the good news of your superior
service.

13. 11 - Mentors and advisors
The guides who understand how to anchor
you in the minds of your prospects as the
pre-eminent authority and trusted advisor
in your niche.

14. Matrix Step #1:
Gain Your Market's Trust
Know your market's problems,
work out their sequence,
boil down into a blanket statement: a
personal story of how you've been there
and done that yourself.

15. Know and feel you market's
pain, problems, fears, hopes...

16. All marketing is a ClueTrain conversation.
All marketing depends on trust.
Stories sell because
people embrace them –
it's how we think.

18. Matrix Step #2:
Establish Your Maven Persona
Develop yourself as a
believable story character.

19. Construct your Maven Persona
“...you have to
select those
character traits
and stances that
most accurately
reflect what you
are attempting
to achieve in
your market.”

20. “The reason why certain TV shows,
movies, and novels become blockbusters --
And others simply bomb -
is often due to the characters involved.
Think: Columbo, Gill Grissom on CSI,
Rocky, Rambo, Harrison Ford in Indiana
Jones, Matt Damon as Jason Bourne.”

22. This is transference at work.
People evaluate their own lives
through the eyes of that character,
and make their decisions accordingly:
“What Would Jesus Do?”

23. Not based on
phoniness,
but some
character
traits you
have
which people
can trust.

24. They list 24 common character “types”
which resonate with markets:
Tycoon, Workaholic, Researcher, Self-
Made, Contrarian, Conspiracy Theorist,
Eccentric, Iconoclast, “The Angry Man”,
Prodigal Genius, Fun Guy, Mad Scientist,
Family Man, Futurist, Supreme Optimist,
etc. etc. etc.

25. Matrix Step #3:
Develop Your Market Vision
Work out where you are going, what you
intend to accomplish - put that vision out
in front of you

27. Fred Smith – Federal Express: “When it
absolutely, positively has to be there
overnight.”
Tom Monaghan – Domino's Pizza: “Hot
Pizza in 30 minutes or it's free.”
Michael Dell – Dell Computers, Roy
Kroc – McDonald's, Sam Walton – Wal-
Mart, Bill Gates – Microsoft, etc.

28. “Unfortunately, many entrepreneurs don't
focus on a Vision for their market but on
their businesses.
They fall in love with their own products.
They fall in love with their service or they
fail in love with being the fastest growing
company in the field.
“The key to rapid success as a Maven,
however, is to fall in love with your
customers, clients or prospects”

30. Matrix Step #4:
Tell Your Creation Myth
Tell the story of where you started from
to get where you are today

31. “You have to tell the world
why you're in the market you are in.
You have to reveal your hopes and dreams,
your current frustrations, your personal
failures, what you've achieved so far and
what you're still struggling to achieve.
Do that - with honesty and passion -
and you'll achieve success beyond
anything you could ever expect.”

33. Horatio Alger, Charles Dickens,
Star Wars, Robinson Crusoe,
Moby Dick;
Disney Classics: Pinocchio,
Snow White, Lion King,
Little Mermaid.

34. Matrix Step #5:
Develop Predictable Behaviors
Create, or expand, on trademark behavior
patterns you already have – distinctive
idiosyncrasies of yours.

36. Matrix Step #6:
Become a Polarizing Figure
Take a stand - to create controversy,
discussion

37. “Successful Mavens often are polarizing:
They announce to the World
that customers should not tolerate certain
low standards of service..
shoddy products...
misleading advertising...
add the people and businesses
who practice them.
“In other words: Successful Mavens
usually have a strong point of view.”

39. These start conversations and discussions.
This is the basis of all modern “news” -
and all modern “art”.
It isn't true or viable
as a total operating basis –
but you get people's attention,
so the marketing conversation
(conversion) can begin.

40. Matrix Step #7:
Develop Your Own Phraseology
Create memorable phrases -
or your own slanguage -
to describe your approach

41. All silos have their walls built of this.
Private organizations, clubs, religions,
cults, corporations –
all these both brand their products and
preserve their clientèle by distinguishing
themselves from competitors
and also-rans.
There is the nomenclature of specialist
studies, but there is also the slang used by
the “insiders” in any industry.

42. Plus side of this is to
make your key ideas mnemonic –
to get your phrases known in the common
vocabulary –
another viral marketing strategy.

43. Matrix Step #8:
Use a Signature Communications
Channel
Use a regular way of communicating that
distinguishes you

44. Gary Vaynerchuk does a weekly video blog
that tells the “average Joe”
how to find and buy good wine.
5 to 15 minute videos every single week.
Result: he's been on Conan O'Brian, Ellen
Degeneres, has been offered his own cable
TV show – and his family liquor store was
transformed into a $50 million company.

46. Matrix Step #9:
Create a Velvet Rope Community
Create your upper-end, exclusive funnel
section

47. All sales funnels have exclusive upper-end
sections.
Football stadiums have reserved boxes.
Theaters have box seats.
Race stands have special boxes down front
and bleachers for everyone else.
Front row concert seats are more
expensive.

48. “Mavens deliberately create these
communities by providing their customers
and prospects with value-laden
information, opinions and advice...
“Mavens have the unique ability to treat
people like relevant, important people, not
mere consumers.”

49. “And that is the psychology behind the
velvet rope. Anyone who has ever gone
clubbing knows, or can imagine, what it's
like to receive VIP treatment.
Other people stand in line for hours,
hoping to be allowed into the club and
allowed to pay the large cover charge...

51. “But imagine if you could just step up to
the velvet rope, be instantly recognized as
a celebrity or VIP,
And whisked past the lines of ordinary
people into the elite inner sanctum of the
club.
You'd feel like a million bucks, right?”

52. Matrix Step #10:
Evangelists
Get affiliates to sell for you devotedly.

55. Matrix Step #11:
Accelerate the Process
with Mentors
Create your master-mind, surround
yourself with experts

56. Tony Robbins was mentored by
Jay Abraham.
Bob Dylan was mentored by
Woody Guthrie.
Richard Branson had Freddie Laker
(founder of Laker Airlines) as his mentor.
Amazon founder Jeff Bezos had David
Shaw as his mentor.
Warren Buffett was mentored by
economist Benjamin Graham
(author of the investment classic, “Security Analysis”).

58. Everything after this point is the pitch to
buy their product, to be mentored by Jay
Abraham and Rich Shefren.
And it's probably worth every single cent
you spend with them.
And the first half of this report was all
explained in what we just covered...

59. But as they tell you:
You'll only get out what you put in.

60. Analysis and summary:
1. Marketing and Sales
are each a science and
an art.
Learn your basics and
invest yourself
completely
to learn the differences
and be able to apply
them.

61. 2. Essence of the Maven Matrix is
positioning yourself above and beyond
anyone else in your field.
You do this by
providing better
service and
establishing yourself
as the de facto leader
of that niche –
whether you are or
not.

62. 3. Social Media and Viral Marketing –
apply Gladwell's “Tipping Point”:
Mavens – information specialists. Once
they figure out how to get that great
deal, they want to tell you about it, too.
Connectors – lots of social
connections, spread the message.
Salespeople – persuade and interpret
messages, especially good at nonverbal
communication and are charismatic.

63. 4. Key point is creating and having a
trusted conversation.
That is the key reason advertising fails.
That is why social media are replacing
search engines
(or building on top of them).
That is why the Internet is replacing
“news” and politics is changing –
you have to be transparent and
trustworthy consistently in order to
succeed at anything.

64. 5. Your value and your worth is
determined by the service you provide
others.
Your personal income right now was
determined by your personal service to
others yesterday and in the past.
Improve your quality of service vastly –
and income will follow by leaps and
bounds.

65. Value = Income

66. 6. But you have to tell people
you and your products exist –
or they'll never find out how great their
lives can be after you've helped them...
That's all there is to promotion.

67. Is the Maven Matrix worth it?
You betcha.
But its only going to be worth what you
invest – you get out what you put in, not
just pay off your credit card...
Do you have to do it to get the results?
Probably easier, but – no. Invest yourself,
study the basics, find your mentors – and
you've got it.

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Any “buzz” is created and
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From the files of An Online
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