Mel,
One of the first Internet marketing seminars I ever spoke at was hosted by a guy named Matt Furey.
If you don't know Matt, he's one tough hombre.
Chest like a barrel. Head shaved and gleaming fiercely. Face scarred from the beer pitcher that almost took his life.
He's a former national champion wrestler and kung fu gold medalist.
You do NOT want to get on Matt's bad side.
I'm sitting in the audience at the start of the seminar when Matt stalks to the front of the room.
His eyes scan the front row and lock on his hapless victim.
"You!" he growls. "Get up here."
Before the "volunteer" knows what's happening, he's flat on the floor with Matt's combat boot crushing his neck.
"Now listen up!" Matt snarls at the audience. "This is YOU. You're working for The Man, and The Man has his boot on your neck.
"So here's what's going to happen. For the next 2 days, you're going to listen to what these speakers have to say.
"And when they're done, they're going to tell you to buy their $*^%.
"And you're going to buy it, and you're going to use it, because that's how you get The Man's boot off your neck!"
His karate demo brought down the house!
Later when I looked out across the audience, I saw row after row of shaved-head testosterone junkies—a whole tribe of little Matts!
Fast-forward to my first Planet Perry seminar.
Leading up to the first day, I was so nervous I could barely eat or sleep. What will these people be like? I kept wondering.
And then they started trickling in.
Engineers, software developers, industrial sales guys. A smattering of Amway refugees.
Turns out, people who will fly half way around the world to hear an engineer talk about keywords and split testing and peel and stick look a lot like Perry.
The hallways at that seminar were a ghost town—everybody was too busy geeking out on CTRs!
EVERY market has a distinct personality like this.
And the rabbit hole goes WAY deeper than just shared interests and background.
This "market personality" determines how your customers decide who to trust and how they make buying decisions at a reflexive, lizard brain level.
It's the reason why some marketers swear by in-your-face, balls-to-the-wall copy that REEKS of testosterone... Even bullies and shames customers into buying...
While other marketers watch their promos go down in flames at the slightest whiff of hype.
I've never heard anyone explain this quite so well as Planet Perry's own Rebecca Hanan.
Rebecca's "super power" is understanding and categorizing personalities.
Introverts vs. extroverts. Analytical vs. intuitive. Fast decisions vs. slow deliberation.
It's a fascinating lens to view your customers through.
When you understand your market's personality at this level, you can dive into the piles of "conflicting" marketing advice and grab hold of the single best tool for YOUR specific audience.
Rebecca covered this in a recent hangout for members of the Perry Marshall Mastermind Club.
If you missed it, it's well worth 60 minutes of your day.
Mastermind members can watch it here.
Not a member yet?
Join today for instant access.
Carpe Diem,
Perry Marshall
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