Here’s the 3 Ad Campaigns That Shook the World

Hello World Changers:

It’s sad to admit, but we've got marketing all wrong.

We think it’s about quick sales and getting attention.

We think it’s about closing the sale.

We think it’s all about money.

This is narrow thinking, and as a consequence, we are missing out on massive opportunities.

But if you grasp the TRUTH about marketing, you don't just gain leverage, you gain the power to reshape the world.

That monumental shift starts in the mind.

It starts with principles rarely explored in conventional marketing literature.

Marketing is really about transformation.

Marketing is really about psychology, exploration, and storytelling.

In this Newsletter I’m going to show you the 3 marketing campaigns that completely changed the world and the insights you can learn from these campaigns to apply to scaling your own brand.

The 3 Marketing Campaigns that Changed the World

Marketers map the unknown, distill it into vital insights, and create narratives that captivate the audience’s imagination using headlines, ads, sales funnels, emails, and landing pages. In short, marketers are the cartographers of possibility.

Marketers create the stories that define our choices - from education to residence, careers to lifestyle. The narrative? Crafted by marketers.

The point I’m trying to make here is that new worlds and economies scale when marketers give people the thing they never knew they needed.

Think about it.

For better or worse, the world we live in today was invented by marketers.

Don’t believe me?

The all American Breakfast was popularized through a marketing campaign created by Edward Bernays nearly a century ago. That’s right - what most people consider “breakfast” (eggs, sausage, bacon, and pancakes) didn’t exist prior to this campaign.

Bottled water wasn’t normalized until a unique combination of technology innovation and… You got it, marketing. Once companies found a way to create “plastic” in the early 20th century, marketers normalized drinking bottled water through large advertising campaigns.

The food pyramid was a marketing scam created by the government to get people to eat a carb heavy diet, and this is only the beginning.

Homeownership, higher education, cars - our very way of life found their life and breath in the stories invented by extremely large corporations leveraging power (and government policies) to change the ways ordinary people see and live their lives.

And who’s to blame?

Marketers.

At this point, you might be thinking marketing is a bad thing.

Why learn the skill to sell crap like disposable bottled water or sugary foods?

Because instead of selling crap to the masses, you are going to leverage marketing for good.

If you have a product or survive that genuinely makes the world a better place, it is your obligation to master the principles of marketing so you can create a positive difference.

Sadly, only a few people have learned how to truly harness marketing.

But if you learn the true essence of marketing.

If you can unlock it’s magic.

You’ll gain massive leverage and the ability to scale anything.

But this is pale in comparison to what you can really do:

Change the world.

How to Change the World

Changing the world starts with changing people’s minds. And changing people’s minds starts with mastering a couple of key concepts you won’t find in 99% of books or courses on marketing.

In fact, the place marketers should be looking to is the world of psychology, which is at the cutting edge of the mind. I could (and probably will) write a book about this alone one day, but in today’s newsletter, I’d like to share with you these two simple ideas so you can start using them in creating your marketing.

What I’m about to teach you about will forever change the way you see marketing.

Because people think that what marketers do is close the sale, but what markers actually do is give customers insights.

So the first principle I want you to remember is this:

Give your audience an insight.

In the world at large, most people are searching, desperately, for solutions to their daily problems. The reason that they can’t make forward progress is they are stuck. Don’t let social media fool you: most people are pretending they have it all together when in reality, most people are overwhelmed, direct their attention inappropriately, or lack clarity in their focus.

Insights offer clarity to the aggravating problems of our lives… It’s the moment we realize:

• I don’t love my girlfriend

• My job is not helping me reach my potential

• If I don’t change my diet, I might get a heart attack

And what people need is someone like you to offer the solution to help them get back on track.

But this starts with giving your audience the insight that the problem they have is painful enough to take action.

I need you to stop and think about this.

The reason people are stuck is not because they are incapable of change - but because the way they see the world holds them back.

So why is insight so important?

It’s important because:

An insight is the moment people experience a radical shift in their perspective.

An insight refocuses the lens through which we see the world.

In an instant, insight reveals how we’re wrong, why we’re wrong, and opens up the door to a new way of seeing and experiencing the world.

This is POWERFUL.

When a marketer gives audiences an insight, he is helping shift the way that they are seeing their problems. And best of all, the marketer shows his audience that their problems can be fixed.

And think about it…

If it didn’t motivate you…

If it didn’t catch your attention..

If it didn’t arouse you…

How can I expect you to take action?

The secret to profound marketing is to leverage insight to get ordinary people to buy products and services that genuinely change their lives.

The job of the marketer is to give people an insight into a NEW way of seeing their lives. The second step is to offer them the decisive moment, the opportunity to decide to step into this new way of seeing the world or not.

That’s it for this newsletter. In my next newsletter, I’m going to share with you the next step to take them from realizing the solution to getting them to buy your product or service. This is what I call a kairos moment.

It’s the moment of decision. It is the critical instance when you’re on the precipice of significant change. It’s the transformative second when you decide to take action on a new career or choose to try a new fitness program.

If you get nothing out of this email, get this:

The job of the marketer is to give people an insight into a NEW way of seeing their lives. The second step is to offer them a kairos moment, the opportunity to decide to step into this new way of seeing the world.