To Create “Irrational” Behaviour

the Muslim people, tell a story– which taught me a strange lesson.

I’ve often heard it told, that as a business owner, one should avoid discussing politics and religion–in case, somehow, we offend our buyers. And maybe that’s because…

Religion is rarely the first thing one thinks about when looking for examples of good business marketing.

Evil Business

Yet the darkest business minds have been known to “borrow” from religion to create mass viral, even obsessive buying behaviour.

In fact, many cultures believe that musical artists and celebrities who create a cult-following of fans, are satanic and evil. For this very reason–it’s enough to make anyone a little uneasy about learning the most powerful marketing of all.

How do you create an irrational following like Apple does?

How can you get armies of fans like Michael Jackson, Tupac, and Elvis did. (their fans will not believe they’re even dead!)

How can you create a star-wars or star-trek phenomenon?

How can you make your very own movement in business– like Mike Dillard’s “magnetic sponsoring” movement?

If these are questions you ask often, then I highly encourage you to study religion–

It is un-edited.

Perfect Business Growth

Religion spreads from a small group of individuals. It spans in few years over continents–and it continues to spread for thousands of years. Perhaps most fascinating is how it alters (to some degree) the behaviour and decisions of every person who adopts it.

Tell me that is not something any business would not want for their product!

“Your Wish Is My Command”

The story i have to tell you is not about how to sell to a person who does not want to buy your product. It is more than that–it is about how to make people do what you want.

As the story goes, a man of wealth and power walked in on his sister and cousin huddled over a manuscript…fresh verses they got a hold of from a new religion (which at the time was being spread secretly and underground).

The man was infuriated. He was ready to murder sister and cousin both in his rage.

But when he tried to hold the verses in his hand, his sister would not let him. She refused and said:

“You are not clean.”

WHAT!?

The heat of the desert made water scarce where they lived. Being “clean” was not a luxury people had in any regularity.

After much protest, finally, the angry brother’s curiosity got the better of him. And he agreed to wash and follow a cleaning ritual which even 1,500 years later, Muslims still perform several times a day…

Just so he can TOUCH the verses.

Please imagine for a second how this looks.

The guy wants to KILL his sister and cousin in his rage. And in the middle of this giant fight he drops his sword and performs some “odd” cleaning ritual for a religion he HATED. He was not even allowed to touch its verses–unless he accepted one of its rituals.

Mike Dillard Won’t Let You Into His Affiliate Program, Unless…

I have a friend, Mike Dillard who many years ago, put out a course. Alongside it, he built an affiliate program.

But the affiliate program was like none other.

Instead of allowing just anybody to sell his book and earn commissions from the sales, he required people to become customers (believers) FIRST. And only after they read his philosophy, only then, did he even bring up the affiliate program.

I do remember once asking Mike why he didn’t tell about the affiliate program in the marketing. After all, it was one of the highest converting offers i ever ran traffic to. It would attract a lot of affiliate marketers and be a great selling point. His answer intrigued me. And i thought about it often since.

Rituals & Cult-Followings

Everyone knows that rituals are in every religion. But we have rituals for everything–like our national anthem is a ritual for our country. And our uniform is a ritual for our school or job.

Rituals provide us with identity–a means to distinguish ourselves from others.

They provide us a mechanism to bond with and recognise others who share with us that identity. And it is because these others are tied to our identity we do “irrational” things to protect our community.

Yet, at the same time, we get “bragging rights” over others who don’t share in our rituals (which usually implies they don’t share our beliefs).

Peasants vs. Snootery and Snobbery

Professional sellers make a lot of money from borrowing these same ideas.

Like, think for example. Have you ever been to those snooty brand-name stores on the top floor or somewhere obscure? And on the shelves there’s about 3 pairs of shoes. Their staff look they have a carrot up their bum.

Ever wonder why they put them so far away and get mad if you even walk past, with that look of disgust? It seems like they’re mouthing, “Hmph, peasant!”

I think it’s because the location is part of the inaccessibility of their product to the general public. A ritual.

Or what about the slick fast car that drove past you last week and you have this friend whose cousin told him that his best friend had one…and he said it goes like crazy.

Any idea why that’s even a conversation?

Powerful stuff, isn’t it?

Mike Levels With Me

I asked Mike why their promotional material and sales letters don’t say much about the affiliate program.

Mike’s answer was simple.

He said he wanted people to buy the book for its content, Not just to be affiliates.

It sounded good, but didn’t seem like profitable to me. But his response haunted me…over the past two years I’ve often thought back to it. And I finally got it.

You’re Not Clean Until…

He created a ritual for affiliates. The result was a cult-following for him online.

Every affiliate of his had to read magnetic sponsoring first–this ensured his affiliates all spoke the same vocabulary and shared a belief in common with each other. That identity shared with a community makes us fight to protect the community as a whole if it is ever under attack. It only SEEMS irrational–but an attack on the community is like an attack on the individual.

And that means defending and spreading it is actually a RATIONAL action.

Very clever.

While Mike’s affiliate program remains exclusive. You are not “clean” until you’ve read Magnetic Sponsoring.

Did Mike Mean It?

I don’t know.

I have a hard time believing that Mike did this by accident–few things that work are accidental. I know that much.

What I do know, regardless, is that for such a simple ritual, it was effective. Mike’s book today has been taught directly or indirectly to nearly EVERY network marketer online.