Transcript for:
Understanding Propaganda and Marketing

you're going to walk away from this training with a very very clear understanding of propaganda compared to marketing and how you can go through the process of building out a propaganda campaign for your own business now before we get into this I'm a man of faith i just want to say a very quick prayer and then we'll dive right into it so if you're willing please close your eyes and bow your heads dear heavenly father thank you for bringing us together providing this platform for us to be able to gather and learn educate ourselves help each other grow in business and personally we pray that you guide me in my teaching tonight and you make it resonate for the community here and I hope that you allow these people to take away whatever it is that they need in their life and their business to take them to that next step in Jesus name amen all right let's move forward quick agenda we're going to go over a number of examples so I can show you proof that propaganda is alive and well we'll talk briefly about the man behind the modern understanding of the word and concept of propaganda i'll break down the differences between marketing and propaganda and then we will go through my actual framework for building out a propaganda strategy for your business let's move in so let's talk about the American breakfast before the 20s the American breakfast was very very light glass of orange juice some cereal toast maybe but around the 20s there was a bacon company a meat producing company uh who who prioritized bacon and they wanted to increase their sales of bacon and so they actually hired a consultant named Edward Bernay and they hired him to increase the sales of bacon and rather than launch a marketing campaign running ads newspaper printouts talking about bacon and the benefits of bacon and you know just getting more attention or running discounts for bacon what he did was he created this concept that we now see as the American breakfast he went around to around 400 different doctors and got them to sign off on a very lowquality study or survey really is what it was a survey about what doctors believe a breakfast should include and he got them all to agree not all of them but you know over 400 to agree that a good healthy breakfast needed a lot of protein and was overall a much heavier breakfast than what Americans were eating at the time so he got all these doctor signatures and that's what he started promoting he started putting that in the newspapers he started doing conferences about that he ran with this concept of the American breakfast needs to be bigger and include more protein and then in the process of advertising all of that he made sure to include images of bacon alongside other products as well that we now see as the American breakfast but rather than focusing on that particular company or even that particular product of bacon he wanted to get people's attention around a new normal within the United States and that's exactly what he did another phenomenal example are diamonds right the diamond industry has the world believing that these are super rare and should be super expensive but this company De the beers is largely credited with creating that understanding at least in the United States because the reality is diamonds are not nearly as rare as we're led to believe and so the prices are absurd simply because of their propaganda campaign and more than that they tied this idea that the quality of the diamond even the size of the diamond directly equates to the love that someone has for their partner the bigger the diamond the more love and they tied this beautifully together with a a nice marketing slogan a diamond is forever just like you want your love for your partner to be forever so how we see proposals these days weren't actually how they were back in the ' 40s so in the 40s only 10% of firsttime brides were receiving diamond engagement rings while in 1990 that number skyrocketed to 80% in large part by the propaganda instituted by Debeers this is one of my favorites cigarettes so this one also belongs to Edward Bernese the man behind the American breakfast he was hired by a tobacco company to increase the sales of cigarettes because at the time in the 20s women smoking cigarettes was largely seen as taboo it was social scrutiny if you were seen as a woman smoking cigarettes and so he had to combat that narrative that was in the public's mind at the time so it presented a real challenge because these companies these tobacco companies were missing out on nearly half the market because women weren't smoking and if they were it was very little ads in private behind closed doors so what he did is he pulled a stunt at the Macy Days parade which is a huge parade in the States and what he did was he hired a group of women rights advocates and he gave them cigarettes and he staged a protest during the parade and he made sure that he tipped off the press that there was going to be a staged women's protest at the parade so they were there ready to capture it so he gave them these cigarettes and they stepped out of line and interrupted the parade and they lit up in public as the world was watching and then he ran with the headline torches of freedom so it no longer became about smoking cigarettes is okay it became about women having these torches of freedom that represented their claim of sovereignty over their own body so he tied smoking cigarettes to women's rights in a very public setting it was blasted all over the news because of the social taboo of women smoking but now he completely reframed it it wasn't just ladies being unladylike it was women claiming their rights over their body taking back that power from men and it worked sales after that skyrocketed for not just the particular company that hired him but for the whole tobacco industry does anyone remember the Got Milk campaigns because this was around when I was growing up and we got hit with it now this is very interesting you know having that experience of now being able to look back and see oh my gosh I was subject to this particular propaganda campaign the whole concept here was the narrative that hey good parents are going to make sure their kids grow big and strong and the only way to do that or at least the best way or the easiest way is to make sure your kids get enough milk and this wasn't ever to promote a particular milk company it was to promote and improve the industry of the dairy industry overall and so this is why it was so powerful is there were no brands associated with this it was just let's boost the entire market and so this ran and again one of the narratives was hey good parents make sure their kids get enough milk so they grow big and strong but another narrative was simply milk is going to give you the calcium you need to grow big and strong so it worked for adults as well but it was you know highly targeted towards children and their parents this is an interesting one i thought this was funny so the Listerine company right the mouthwash company they took a very interesting approach because when they were just getting started mouthwash was really not a popular thing so they had to face that reality that people weren't actively looking for this so instead of just you know mass pushing their product running ads they decided to create a propaganda campaign that agitated a painoint they created or rather agitated a problem that people were experiencing which in this case was hallattosis which was another thing people didn't really confront or deal with on a regular basis listerine helped make it popular and so they agitated this painoint of halattosis and they ran with all these different headlines in different contexts around this concept of are you unpopular and then they would fill in you know a target demographic are you unpopular with your spouse are you unpopular in this case with your own children because you have hattosis and they had all these different ads kind of shaming you if you were unaware of your potential for hattosis and now that the public mind be became aware of halattosis as a problem now they're out there searching for solutions and lo and behold Listerine was standing there with the holy grail which was their mouthwash designed to fight halattosis yeah I think this one's crazy they said is it's inexcusable and unnecessary if you havetosis i thought that was pretty intense but yeah they have a number of these and by the way for those who are just joining I want to make clear if you are unable to access the chat feature while we're going through this live stream just make sure that you leave the live stream make sure you make an account it's free you can make a free account for future proof marketers and then log in and come right back in and you'll be able to access the chat functionality so if you're just logged in as a guest then you need to make sure that you log in to your actual Futureproof Marketers account and you can access the chat now this is the man I mentioned right the man behind the American breakfast the torches of freedom and many other propaganda campaigns so he's largely credited with being the father of propaganda or what we now call propaganda which is public relations so anyone who was in PR it's literally propaganda they just changed it because there was so much negative connotation around this word propaganda it's interesting because he's actually Sigman Fruit's nephew right and he has uh some connection to the co-founder of Netflix i forget what that connection is maybe a cousin or or I forget but yeah he is related to the um the co-founder of Netflix as well so his impact right is very clearly still felt today i do have a documentary linked to uh all about him and his propaganda on this class's links and I'll drop the link to the class links in the chat so you can access it so yeah make sure I just put it in the chat make sure you open up that link because I'm going to be mentioning a bunch of different URLs throughout the training that you'll be able to find there okay let's talk about marketing versus propaganda before I get into it I want to ask does anybody think that they know what the difference is between marketing and propaganda it's actually a lot simpler than you might initially think but I I'll wait a moment to to see if anybody has an idea of what that difference might be eva I see you just got in the chat welcome welcome in and I saw a question earlier someone asked will this be recorded it is being recorded but this is something that I most likely am only going to keep for paying members of Future Proof Marketers right if you don't aren't familiar with everything that's inside of the program when you're a paying member check the uh class links page and you'll see you know all the details but um yeah this is something because I'm actually going into something that's proprietary like this is my handcrafted framework for propaganda that we're going to get into and I had to already redact some of it but I want to keep that close to my chest because I I truly have never heard or seen anybody talking about propaganda with any level of clarity like what I'm about to do people talk about it as a concept and they just kind of throw that term around but nobody actually breaks it down as detailed as I have okay uh Craig says one is less direct and more subtle so propaganda would be less direct and more subtle than something like marketing eva says propaganda is to promote a certain lifestyle while marketing is just to promote the company as a brand that's a great answer craig you asked uh what's the cost of future proof marketers it's 200 a month um but that comes with a whole lot already i'm giving you business software that covers that would normally cost a h 100red bucks a month so just check the link i'll send you actually the link directly to that so you can see everything that's inside of it yeah Eva that's a that's a great answer so let's get into it here is what marketing can be understood as it's the organized effort to sell a product or service very very simple you go on Google you're going to find a definition eerily similar to that so that's marketing what's propaganda propaganda is the organized effort to sell a narrative or an idea at scale michael you said propaganda is overhyping something often times it is but the same could be said for marketing marketing does the same thing all the time na you just said to change the public opinion yeah yeah that's that's a great point because it's all about doing this at scale but it's we're no longer worried about selling a product or service right ultimately because we're in the business space yes that's what we want to lead to but that first layer is more focused on selling a narrative or an idea at scale and I want to make clear propaganda is not inherently tied to deception lies and poor ethics it often has that connotation because of its use in the military and in politics right so I want you to think because propaganda often is thought of in political context and there's usually no product or service there they're just trying to sell a narrative or an idea that this particular candidate is the best one hence the definition of propaganda so just like marketing propaganda can be used in unethical ways but can also be used as a tool for good and that's what I'm here to show you how to do and to be clear right and you know some of this it's a bit of an art and a science now I'm here to make it as much science as possible because that's where it gets easier to actually implement rather than having this vague illly defined concept of propaganda I want to give you the tangibles to take action now on building out your propaganda campaign strategies so in commercial context all propaganda is marketing but not all marketing is propaganda let me clarify so because marketing is the organized effort to sell a product or service which is ultimately what we're doing in commercial context that would mean that all propaganda even though it's focused on selling a narrative or an idea is ultimately leading to the sale of a product or service so that is why all propaganda is marketing but not all marketing is propaganda and we'll go through some examples to make sure that's super clear for you now like I mentioned I want to make this as tangible and concrete and as scientific as possible rather than just leaving it to interpretation so I had to develop some sort of litmus test that I could go through in order to determine hey is this campaign marketing or is it propaganda and so here's the question that I came up with to answer that if you remove the brand name completely would the core narrative still function as a standalone belief system or narrative that influences mass behavior if the answer is yes to that question you can remove the name and it still works as a standalone concept or narrative then it's propaganda but if not if the if the brand name has to be there then it's marketing here's an example i want you to answer in the chat this particular visual ad from BMW would you consider this propaganda or marketing the ultimate driving machine so the narrative here is that BMWs are the ultimate driving machine put in the chat whether this is propaganda or marketing and for those who are just joining if you're joining and you don't have access to the chat feature it means you're signed into this live stream as a guest it's very easy to fix all you need to do is go and sign up for a free account on Futureproof Marketers right you should find some link inside of your uh of your email or you can just click um the logo in the top left corner of this live stream or you can just go to I'll grab the link for you make it easy drop this in the chat so if again if you're a guest and you don't have access to the chat functionality just click the link I just sent in the chat and then create your free account or log into your free account for future proof marketers come back into the live stream and you'll be able to um engage in the chat anyways uh let's see everyone's saying this is marketing uh oh Maya you said it's propaganda okay marketing or a bit of both here's what it is it is absolutely marketing again the narrative is that BMWs are the ultimate driving machine if you take out that brand name it'll just say are the ultimate driving machine and then it's it's dead it doesn't stand on its own so this narrative only works if a brand is associated which means it doesn't pass the litmus test as a reminder that test is if you remove the brand name completely would the core narrative still function as a standalone belief system or narrative that influences mass behavior if the answer is yes then it's propaganda if no then it's marketing let's look at another example volkswagen their ad says that's the power of German engineering is this propaganda or is it marketing i ask you again the limus test if you remove the brand name completely would the core narrative still function as a standalone belief system that influences mass behavior so here's this example and note they both have logos keep that in mind the logos are are are there but this narrative is essentially saying German engineering is very powerful for vehicles okay propaganda propaganda what else we got someone said marketing propaganda this one's going to be propaganda right i see I see there's a lot of mixed answers but we're going to get to it we're going to make it super super clear and I I think this should clear it up so the narrative here like I just said is that German engineering is the best engineering for vehicles notice how this narrative makes no mention of a brand this is the narrative that they're trying to push here german engineering is super powerful german engineering is the best engineering for vehicles so while this narrative is in this ad tied directly to Volkswagen if we remove the brand name the narrative the narrative can still function completely on its own and so another good quote to remember when thinking about propaganda is that a rising tide lifts all boats that's the true measure of propaganda propaganda usually doesn't focus on one particular brand name it focuses instead on a category or an industry or a particular market subset and it promotes that entire market and organically that's going to lead to the promotion and the success of whatever particular brand is running that campaign if we go back to the Got Milk campaign think back to that that wasn't promoting a particular milk brand it was just for the entire industry and so a rising tide raises all boats so again the difference between these two is this is saying the ultimate driving machine is a BMW right you can't take away the brand name and this narrative make any more sense because then it will just say are the ultimate driving machine and then that's an incomplete sentence it doesn't work but here it's all about the power of German engineering it's it's praising and raising up German engineering well it just tags along the brand name so that's why this can still work as propaganda now I want to expand on this a little bit because I think it's helpful to not just see those examples but to build on top of what else Volkswagen could do with this particular propaganda narrative so here are just two quick ideas that I came up with on the spot number one is they can conduct a favorable study on the power speed safety and public appeal of German engineering they do a study and say you know um nine out of 10 supermodels prefer German engineered vehicles you know something as simple as that if they're you know trying to market to the men because now oh they know that the supermodels are interested let me go and get a German engineered vehicle they start shopping around and it narrows their focus to just the German engineered vehicles i don't think a Volkswagen will do it for them but you get the idea they could also host a viral car show or event in Germany to draw attention to the fact that Germany's really in the mix on vehicles right so those are just two quick examples on how you could build into that but again we're going to dive further into this you're going to see my exact framework for building this thing out and I'll give you a couple different narrative strategies that you can take and start working on for your own brand now here's the power of building out an actual propaganda strategy for your business right i'm sure you've already started to see how powerful this could be but this is something that can literally create demand in the market as an example you know think back to the torches of freedom that created demand in the market where it was previously minimal for women smoking cigarettes it also helps in making your products or services habitual thinking back to the American breakfast now bacon is a staple for the American breakfast it's become habitual developing a competitive edge right it gives you that advantage when you have a strong narrative to tie to you aren't so worried about slapping your logo on everything you're worried about proving your point and a point that stands completely outside of your business has a little bit more weight to it because when you all your points and all your proof has to do only with your particular business now everyone's like okay come on like be for real but when you can have a point that stands completely separate from your brand name and that's what you're running with it makes you a little bit more believable building a loyal and raving customer base right a lot of these brands who are running propaganda strategies really get people ingrained in their community and part of my propaganda framework by the way includes my cult operating system and for for those who aren't familiar right the cult operating system is another training that I have it's inside of future proof marketers for paying members and it breaks down how cults cultures and religions get people so passionate and obsessed with their organizations their cults their brands their cultures it breaks it down into a framework that you can actually implement for your own business and so part of my propaganda framework that we're going to go through will include mention of going through the cult operating system you get more happy to pay customers because once you have convinced somebody of a particular narrative they are so happy to buy things that supports the narrative that they believe so if me as an American if I believe that part of a healthy breakfast includes eggs bacon pancakes orange juice I'm happy to go and pay for those things because I have adopted that particular narrative in my head and now it's just a matter of going out and finding which brand I like the most and generally it's going to dramatically lower the sales resistance that people have i mentioned earlier when you have a point when you have a narrative that stands completely separate from your brand people can get on board with that and then when they see that your brand happens to agree with the narrative that they've already accepted independent of your brand now they're like "Okay they're already aligned with exactly what I believe let me go ahead and and spend some money with them now that's the power of having the propaganda strategy but what's the problem with only having a marketing strategy marketing alone is only going to scratch the surface of human influence and persuasion and in fact it often times is going to work against you if you're trying to promote your offers that are in conflict with the consumer's existing belief systems once again the Torches of Freedom campaign the tobacco companies were marketing plenty but their efforts were in conflict with the existing consumer beliefs around women smoking so they were wasting their budget with all their marketing efforts so they had to develop this propaganda strategy to shift the consumer belief systems so when you start thinking about your particular business this is the question that will begin the process of creating your propaganda campaign you need to ask yourself what is the one thing that your ICP which stands for ideal client profile what is the one thing your ideal client must believe that would make your business an undeniable contender for their money i'll give you an example this entire master class is a part of my propaganda strategy to promote propaganda now if I can convince you that propaganda is alive and well and it's a viable and necessary business strategy that is actively hurting you if you don't have it if I can convince you of that it makes me an undeniable contender for your money to work with me more closely one-on-one consulting to hire me to come in and build propaganda strategies for your business that's the narrative I'm trying to push right now if I can get people to believe that they need a propaganda strategy for their business who else out there is talking about propaganda strategies like this not many not many so that's the one thing I have to convince people now you may be thinking that you have to find the one thing that would leave you and you alone as the number one contender for their money but most people aren't going to be working in such a niche category as propaganda so you know you can just say let's let's take a charcoal face mask for example there's propaganda on on charcoal face masks all over Tik Tok right everyone was just kind of pushing this idea of hey you know put this black stuff on your face is going to make you beautiful now a lot of those videos going across Tik Tok weren't even tied to particular brands they were just promoting this concept of charcoal face masks so if I was running a a company an e-commerce business selling charcoal face masks I would just be pushing you know studies i would go and find doctors to say "Yeah charcoal face masks can absolutely change your life if you use them you know three or four times a week." And that's what I would be pushing because if I can convince people that charcoal face masks are the right play for their skinincare and I got charcoal face masks to sell I'm now an undeniable contender for their money will they go to me maybe maybe not but I'm absolutely in the ring let's talk about developing your own propaganda strategy now so I call this the mass narrative engineering framework and this is my hand-crafted framework for propaganda campaigns so this is going to be used to design an ethical comprehensive propaganda campaign that effectively sways public opinion towards a belief or set of beliefs that overwhelmingly favors your business it consists of four distinct phases that I've been developing over the past year and we're going to get into it right now now before we do I want to make clear that the purpose of this is not for you to have a completed propaganda strategy by the end of this training right because that's going to take a lot longer what I really want you to have is a highle understanding of what a true ethical propaganda strategy entails and you will absolutely be able to take away from this training and go and start implementing and finding what your core narrative is and once you have that core narrative I promise you it's going to make your marketing so much more clear and oftent times a lot easier to generate ideas around so I'm going to stop screen sharing so I can switch over to the Google doc that contains the training and then we'll get right into it and feel free drop some questions in the chat as we're going through this and for those who are joining late if you're having trouble accessing the chat functionality it's because you're signed in as a guest you probably just entered your name you didn't have to actually go through the process of logging in do yourself a favor and go click the link that I'm putting in the chat now go make sure you've logged in or created your free account come back to the training and you'll be able to access the chat pretty easily okay so I have the uh Google doc pulled up here and you'll see I've gone through a number of iterations on this thing you know I had to test it had to rebuild it so there's been a lot of work that's gone into this thing and you know some of this as you'll see is redacted because I want to keep some of the stuff reserved for people who are in the coaching program for propaganda or inside of future proof marketers and I'll explain all that in a little bit let me zoom in so y'all can see a little bit better so again we already covered the actual objective of this so we'll go ahead and close that so the first phase is what I call intelligence and reality mapping now this is truly it's just market research just market research now there are some things that I added in here that is pretty unique to this particular framework the concept here is to map the public mind and strategically position yourself within it to maximize your influence and appeal so the first step like I said is market research i'm not going to walk you through because it would take hours upon hours alone just to get through the market intelligence piece just to figure out how to do your market research do not underestimate Reddit and form analysis and there's some tools out there that can literally scrape these subreddits and gather all of this information for you and then you can feed that into AI tools to automatically analyze the language patterns discussion trends pain points people are experiencing your goal here is to identify their 10 biggest problems and how they are addressing them now sometimes they won't be addressing them at all other times they'll be trying all these different things so you need to go and find those things and then we have psychoraphic mapping one of the key things here is go and find who they trust find who they trust to inform their decision-m it could be news anchors right it could be uh webinars documentaries their heritage their parents their culture the government all of these things could be what they go to to truly believe in think of conspiracy theorists for example the government is not going to be one of them right or even disaster preppers which you know disaster preppers and conspiracy theorists often overlap but a lot of times they have a general distrust for the government they want to go and watch the documentaries they want to go and read some books so you need to not only find what they believe and what they value but how they came to believe those things and the authority sources that are creating those things competitor narrative analysis so I walked you through looking at those narratives for BMW and for Volkswagen you need to be doing that with your competitors looking at their content and finding what are their narratives some of them won't have them at all because most people aren't really operating like this but a few of them will inadvertently have these narratives that they're trying to push a concept they're trying to popularize an opinion they're trying to popularize find what that is and write them down step two is to conduct narrative engineering now you'll notice the green as we go through this document the green stuff is stuff that you need to pay special attention to right most of you will already kind of have a good grasp of what market research is right go a little bit more into the psychology of it all but most of you already have a good grasp of it now step two is to conduct narrative engineering this is where you actually determine what your narrative is i told you earlier that this is the guiding question what is the one thing your ideal client must believe that would make your business an undeniable contender for the money and this belief should be usually completely separate from your specific brand or business and there's an exception here we'll get to in a moment so this is where you select your narrative strategy in conjunction with identifying and articulating what your narrative is so there's six narrative strategies that I have identified the first one is a status narrative the core concept here is that doing this or owning this marks you as special different or elite so this leads into the idea that distinction from others is greater than connection with others a good example is and I don't remember if this was something that actually happened or if it was just an example that I read in one of Edward Bernay's books but the concept here was that a piano company wanted to increase sales so rather than just you know doing all this marketing and promotion for pianos they wanted to popularize this concept of a music room like saying "Hey these super rich people like if you really got it you have a music room in your house." Like that was what they were pushing that was their propaganda campaign they weren't saying you have a music room with a piano they said you had a music room now naturally all these rich people look at it like "Oh my gosh I do need a music room i've had this spare room over there i don't know what to do with it because I got this massive house." But if I have a music room I got to put stuff in it and organically right they start considering pianos among other instruments but they prioritize pushing this concept of a music room as a symbol of sophistication and then their sales boosted for the pianos so that's a status narrative now the opposite of that is a zeitgeist narrative and zeitgeist is just the overall cultural attitude of any particular time that's that's what a zeitgeist is so when you hear that term just just equate it to overall cultural opinion of a time you can also consider this a bandwagon narrative what you're saying here is this is what your reference group is already doing or should be doing so in stark contrast to the status narratives connection with others is greater than distinction from others it's saying "Hey everyone's already doing this you need to get in on this." Domino's right now go on Facebook and search up Domino's and you'll see a whole bunch of their content around gaming they won't even talk about their pizza they're just talking about gaming they're trying to embed themselves in this gaming culture and run with the narrative that Domino's is the pizza that gamers eat if you're not eating Domino's you're not a real gamer joe Biden said something that was crazy but it kind of falls into this um he said he said "If uh if you don't vote for me then you ain't black." Right it goes right into the zeitgeist narrative saying "Hey all these other black people are voting for me are you sure you're one of them if you're not voting for me?" That's an example of you know his particular propaganda narrative i don't know if it was well executed but I digress um another example would be breakfast is the most important meal of the day and bacon is a cornerstone of it so that you know the American breakfast that we talked about earlier is an example of the zeitgeist bandwagon narrative got milk same thing hey all the good parents are doing this make sure you're doing it too another one number three is an opportunistic narrative the theme here is that a major once-in-life opportunity is here/coming here's how you capitalize and by the way as you're looking at these different narrative strategies I want you to understand sometimes you're going to have overlap sometimes you'll come up with one single narrative one sentence two sentences maybe and it will bleed into a couple of these so don't try to force yourself to strictly stay into one sometimes it'll bleed over an example of an opportunistic narrative is the AI wave is creating new wealth opportunities a lot of people are pushing that on social media right now that AI is creating all these different opportunities and you're going to miss out unless you get inside my program and you asked u in the chat are there issues going on in the background what do you mean are you hearing background noise or something i'll wait uh I'll continue while while you go ahead and answer anyways so that's opportunistic now the opposite of that are the fear and survival narratives so this core theme is hey there's this existential threat that's coming here's how you survive it as an example there's an economic collapse coming that requires specific preparations there's an industry disruption that's happening that's about to wipe out your business a big one right now is AI is going to take your job here's how you stop it so you see how this AI concept bleeds into both of these narratives and you can kind of hit it from multiple angles problem agitation narratives that goes back to the halattosis narrative that Lististerine was pushing it made people more aware of an existing problem so it's saying that there's this critical problem that you don't know about or aren't taking seriously enough that's impacting your life in these ways and the final strategy for your narrative is counterintelligence now this one all these ones above usually are completely separate from a brand but this one is almost always tied directly to a particular brand so this is used when a prevailing narrative something that the public already believes is causing damage and a brand image needs to be reframed so you're basically saying actually this is how it really is or what you believe about this thing is wrong here's the truth so in a way I'm running you know my own counter intelligence narrative on propaganda i'm saying actually propaganda isn't this evil thing that requires lying and deceiving people this is the truth a great example is Mark Zuckerberg a few years ago everyone looked at him like a like a reptilian like people were saying he wasn't human you know this guy's weird socially awkward but he's been rebranding himself i'm sure he has PR guys helping him do this he's been rebranding himself and now we see him you know surfing holding an American flag and a beer being an overall cool guy getting into Brazilian jiu-jitsu this is an example of a counterintelligence propaganda narrative wasn't even trying to sell anything he was just trying to rebrand himself donald Trump meeting with Kanye West while Kanye was wearing a MAGA hat that's a counter intelligence narrative right there because the prevailing narrative was Donald Trump hates black people but now to have Kanye West one of the richest black man in America and this was a few years ago I forget maybe 2018 maybe regardless of the year he had Connie come in wearing a hat and they had a conversation that was counter intelligence propaganda right there donna yes uh Donna just asked in the chat "Will this document be inside of the vault?" Yes I I'll make sure this is in the vault for you and that's that's going to be for u for those who are confused the vault is just the all the training material for those who are paying members of future proof marketers another step within this narrative creation process is evidence collection so once you figure out what your narrative is and again this is the question you're asking yourself what is the one thing your ideal client must believe that would make your business an undeniable contender for their money once you figure that out you need to go and find proof of your narrative right that's so we don't want to lie about this stuff we want to go and find the proof to back this up and then later on you actually go through the process of creating proof that would be things like going out and you know paying for studies to to happen or doing focus groups step three again this is all still just in phase one of this process step three will be to complete something called the positioning matrix this actually isn't from me it's from uh somebody else but again I'll make sure uh members get the resources for that and then step four is to install the cult operating system even if you don't join future proof marketers even if you don't go and implement a full-on propaganda strategy you need to understand the cult operating system so now if you want access to that it's just a couple bucks and I have it linked on the class links page i just put it in the chat go to futureproofmarketers.compropaganda-class-links again it's right there in the chat for you to click on so you can buy access to this particular training i highly recommend you go through it because this is something that will instantly improve the clarity that you have around your brand and marketing and that's why it's an essential part of the propaganda framework here and this is something I've been working on for far longer than the propaganda framework step five is developing your godfather offer i won't go through that because that's another hour in and of itself so I have a link to a free article right there on the class links page that will walk you through my framework for building out and crafting phenomenal offers but again I'm not going to spend the time going through that because that will add an hour or two to this training creating your AI consultants is step six within this first phase once you have all of this information about your your propaganda campaign or your market intelligence once you've done all of this you need to feed all that information into AI consultants and everyone inside of future proof marketers I teach them how to go through the process of creating these AI agents and if you're a member for three months I actually build one for you and so this is just built on tools like Claude Chat GBT Grock DeepSeek and you basically just train it all about you your business and the reason why this is here in phase one is because now that you have all of this information the rest of the entire process becomes infinitely easier when you have AI helping you do all of this i kid you not I have my personalized AI consultant called Agent Ross i'm using him every single day for branding strategy for workshopping for soundboarding just overall running and improving the business moving on to phase two so that's phase one intelligence and re and reality mapping a lot of market research building out the foundation of what your propaganda strategy is going to be in this narrative engineering piece that's one of the most important pieces that you have to nail you have to figure out what's the one narrative that you need to run with moving on to phase two campaign architecture this is where we get more into the traditional concept of marketing but there's some other things included as well and remember the green stuff that I've highlighted for you is where you need to draw your attention to very closely there's this concept that I've coined as a narrative anchor you're going to create what I call a narrative anchor and this is simply a primary reference point that substantiates your chosen narrative so if we think back to Volkswagen and their narrative being German engineering is the best engineering for vehicles now someone's going to say "Well how do I know that's true?" You should always have a singular point to direct them to to prove that point sometimes that's going to be a video sales letter a documentary right a lot of people in the vegan community when they say "Hey vegan's better for your health." People like "How do I know that's true?" They'll just send them to a documentary these function as narrative anchors they keep your narrative based in reality they keep your narrative uh very easily engaged with this is an engagement point you allow your people the people who you're telling about your narrative to actually engage with it and to come to the conclusion themselves by going through whatever your narrative anchor is it could be a report a case study uh some sort of visualization or graphic an infographic even a YouTube channel a lot of people will have their YouTube channel not even a particular video but their entire YouTube channel that people will just binge they'll have that be their narrative anchor just one singular place that you can send people to to prove your point susan you asked "What do I mean by building an AI consultant?" Right that's up here in uh in step six for phase one basically uh and I have I have templates uh that I have to build out mine but it's basically custom training versions of Claude or Chat GBT or any of these other AI tools you build out all of your what's called custom instructions and you feed that into it you can give these AIS a name so on chat GBT they're called custom GPTs on cloud they're called projects you can feed all of your business information so everything that we would have created up here you can feed that into it and now when you have conversations with these AI tools they already know all about you if you want one of these AI consultants built for you check the class links page i offer that as a service and you can scroll towards the bottom of that class links page you'll see something that says order a customuilt AI consultant i'll grab the link for you real quick if you're interested coming back to phase two the narrative anchor it let me know if I'm if I'm being unclear about what a narrative anchor is it's your primary point of proof it's where you collect all of your proof and you say "Hey this proves my narrative that I've been trying to sell to you." Also included in this first step for phase two is expanding your evidence portfolio this is where you go out and gather more evidence sometimes even creating that evidence it doesn't mean lying about anything doesn't mean pretending but you go out and you record expert interviews you get testimonials you document before and after transformations you conduct or or pay for statistical research you go out and create more evidence to support your narrative thank you Toby toby's in the chat she said that I I created what her AI her custom AI consultant and then she's doing basically her whole marketing team's job now that's awesome step two is designing your gorilla strategy now for those who aren't familiar gorilla marketing is a very illdefined concept i'll try to make it a little bit more clear here but this concept of guerilla marketing is usually what can you do that's low cost and very high returns understanding that a lot of these gorilla campaigns that businesses may execute will fall flat but they're low cost and they have high potential returns so I have a couple different campaign categories to choose from when it comes to designing a gorilla marketing strategy and these aren't always going to be the traditional sense of you know marketing but one of them is gamification it's a very popular one now there's a concept called augmented reality games not related to augmented reality or virtual reality augmented reality games is basically saying you know online puzzles or quizzes and it could even be in person if you know what geocaching is that would be considered an augmented reality game because you have to go and you have to interact with the physical world or digital world to find you know the clues to get to the end goal this could also include challenges reward systems gary Veaynerchuk if you aren't familiar with him you should definitely go and check out his his YouTube channel he did a book launch a few years ago and he gified it by saying "Hey if you buy 12 or more of my books I will send you one of my free NFTs." And at the time his NFTts were skyrocketing in value so it was a no-brainer now this created a very interesting experience because people were like "What am I going to do with 12 books right?" But the the thing is they knew that spending that money on the 12 books was actually going to be well worth it to get one of his NFTts because of the price that his NFTs were already selling for so it was a no-brainer for a lot of people to go and buy those 12 books but what I really liked about this is the timing of it he did it right around the holidays so it allowed people to further justify buying 12 books they would just give them away as gifts during the holiday season so obviously you know this might not work for everybody because he has a massive audience of millions of people but this strategy for him got him as a bestseller he sold a lot of books using this strategy another campaign selection or campaign type for your gorilla marketing strategy is manufactured controversy do not underestimate this this could include strategic uh debates industry whistleblowing as an example 50 Cent versus Kanye West if you go back to one of their albums a few years ago they had this fake beef that they were were going through and basically they were just going back and forth saying "Hey I'm going to win i'm going to have more more sales come release day no I'm going to have more sales uh come release day." But they were kind of faking it the whole time they were just doing that to hype everybody up and make people choose sides artificial links and and uh leaks and whistleblowers i received an email one time that looked like a um like an employee leaked a um an email to their entire email list it looked like an internal email and basically they forwarded they forwarded it to their entire email list that made it seem like this was supposed to be internal for management only that was leaking like a new flavor for their latest product and everybody the open rates on that was absolutely insane so that's a a phenomenal example comedy appeals i won't go too deep into this but just being funny if you look at Kanye's iPhone Super Bowl commercials that was a that was a really really funny one that draw drew a whole lot of attention like that's gorilla marketing and for those who aren't familiar he got on the Super Bowl and he paid millions of dollars for an ad and he just recorded it off his iPhone while he was at the dentist and it was like super ghetto super super unprofessional but he gathered so much attention from that because it was funny and it was unusual now I want to pause here does anyone have any questions is this making sense please feel free to stop me and and by the way again for those who are joining um as guests and you can't post anything in the chat just log out come back in once you've signed into your account for future proof marketers and then you'll be able to access the chat functionality not seeing any questions so I'm going to go ahead Okay digital events i won't go into that that's pretty self-explanatory premieres live streams virtual experiences that's pretty standard public spectacles so this is a this is a really really funny one actually so the Lifellock CEO uh this Lifellock was for like identity theft protection and what he did is he actually published his social security number to prove that his product was so good against identity theft it didn't work out he got his identity stolen a number of times but I mean I respect him for the balls it took to do something like that but that was a public spectacle right he had the whole world watching like "Oh this is going to be good." And it was good another example would be Jesus washing feet irrespective of what you believe about Jesus him washing feet that was a public spectacle that kind of drew attention and and was like people like "Oh wow." Like he's saying he's he's the the son of God and he's over here washing feet he was gathering that attention strategic product placement won't go too deep into that i saw something that was really interesting though i saw a real on Instagram and it was for this chocolate company and they were talking about how important it was to leave gifts for your Airbnb host i didn't really agree with that narrative honestly because you already paying them that's their gift but they were saying to be great guests you know leave a small gift behind for your Airbnb host develop that relationship and they were using their chocolate as that thing to leave behind and so they're trying to build that narrative that hey everyone should be leaving a gift for their Airbnb host if you need ideas on what that gift is we got some chocolate that would be perfect and then finally we have visions of grander this is larger than life demonstrations remarkable feats that gather people's attention very similar to public spectacles but this is trying to make someone or something larger than life jesus's resurrection and other miracles right those were all these visions will fall into this category of visions of grander making someone larger than life another example would be deathdeying acts Trump surviving the assassination attempt right look I don't know if it was staged or what but if it was staged kudos to whoever came up with that strategy because that is insane because it solidified his narrative that he was the right candidate he was the strongest candidate for the presidency right whether you or I believe that or not that was the narrative that he was pushing and something like this helped solidify that narrative in a lot of people's minds okay so we'll wrap that up and then step three is to build out the technical infrastructure again not going to go deep into this this is hours and hours long if we go into the technical infrastructure process that's just building out your your funnel the customer journey that people are going to go through if you have lead magnets great if you have upsells downells order bumps all of that we cover that inside of future proof marketers uh technology implementation you know any data collection that you need to do email sequences and this would also be the time to update your AI consultants because at this point now you have your guerilla marketing strategy which you should be using your AI consultants to help you develop and you have more evidence you have your narrative anchor now's the time to update your AI consultants so that's phase two building out the campaign phase three still in that marketing space is manufacturing omniresence little bit of a spicy title for this phase but you want to make your presence felt across multiple channels and touch points to reinforce your narrative and I say you want to make your presence felt it doesn't have to be you right you want to popularize your particular narrative if you have a spokesperson great if you have you know a faceless account that can still work the idea here is just to make your narrative start popping up all over the p all over the place the easiest way is through paid advertisements right but you can also do this through organic content as well i won't go all into this because a lot of is basic content creation stuff like developing a content strategy but this step two here is building your AI avatar suite won't be relevant for everybody especially if you're not building a personal brand but the idea here is to clone yourself through AI in as many verticals as you can you can create a voice clone of yourself in case you need to do narrations for a documentary as an example and you don't want to manually do it all you can do a video clone that literally will speak and looks just like you on camera but you don't have to sit in front of the camera you can clone yourself through photo where you can just generate as many photooots as you need with someone that looks just like you but is actually an AI avatar and I teach people how to do that inside of Future Proof Marketers i also do it for you as well if you're interested in that you can check the class links page i have some information about where you can learn to do that yourself just drop that in the chat uh Eva you just asked "Speaking of AI consultants is it wise to have an AI consultant from the very beginning?" Absolutely absolutely yes yeah especially if you come to it and it's pre-trained on my propaganda framework and I will be giving future proof marketer members who are who are paying i will be giving them a a copy of my AI consultant specifically for building out propaganda campaigns i just have to put some finishing touches on it copywriting clone for those who aren't familiar copyrightiting is just words it's literally just writing in business context it doesn't it's not talking about you know patent rights and all that and intellectual properties copywriting just means the words that you put on pages to sell things and so you can train an AI to write just like you or write just like somebody who you want to emulate a customer support agent for your websites if it's relevant but again this is very important to have because these assets now will be in your backlog so when you get bogged down with business you don't have time to create content you're getting lost confused you're traveling you can rely on your AI clones what I call your AI avatar suites when you have all of them to create that content for you and there's some processes for generating um AI generated podcasts around your product or narrative i'll throw this little gem out there google Notebook LM go look that up and you'll be able to find out how you can use that to generate AI generated podcast that sounds pretty darn good people are catching on nowadays when they hear the particular voices that are used but it'll come a long way media coverage strategy it's it's actually a lot easier than you might think to get press coverage for your business or for your narrative you can consider hiring a podcast booking agency to actually get you personally or someone on your team onto podcast to talk about your narrative to talk about your business and go on an actual podcast tour highly recommend that i've built that out for myself uh you can just go on find journalists and you can pitch them ideas on you know especially if you have evidence and you have your narrative anchor that you can point to that would be great to have at this point that's why I've organized it in this way media orchestration so if you have plans for your gorilla marketing campaign right and oftentimes you're going to have multiple gorilla campaigns by the way like because they're you know somewhat seemed as seen as just stunts but you're going to have multiple i recommend having two to six at least to start out now you have to ask yourself would it make sense to have press coverage at these things if it does you need to develop a strategy like Edward Bernay did for the torches of freedom concept he tipped off the press that this was going to be happening so he can get some press coverage as well naja you asked was it called Google Notebook yes let me scroll back up google Notebook LM you'll be able to find some information on that just googling that all right and we're pretty much towards the end here i mean at this point phase four is just getting all of your content out there that's when the podcast start releasing that's when you're turning on your uh your organic content and getting those posts out there that's when you're running advertisements and then studying the data and choosing the winners one part that I really like about this is let's find it by the way you know as you gather that data from your content that you're putting out there feed it into your AI consultant and find those patterns that are emerging find what people are really resonating with and then you want to amplify top performers one thing that I think I actually have redacted here is you should find your top performing pieces of content whether it's organic content whether it's your narrative anchor whether it's ads find your top performers and translate them into other languages use AI to do it but translate them into other languages so that you can reach new markets and further amplify your narrative so I know a lot of this is uh is redacted you know for the sanctity of of the framework and the fact that you know going into all of it would take much much longer but I want to know are there questions what questions do we have i'm going to pivot back and and get the slides back up we're just about to wrap up here i want to point you in the direction in the direction of where you can find more information about propaganda beyond what we've talked about here again the most important piece is that you figure out what your narrative strategy is going to be and then you define what your narrative is from there a lot of doors are going to start opening a lot of things are going to start making more sense will the document that I'm reading from uh be available it's only going to be available for paying members of Future Proof Marketers and and for those who aren't familiar we do uh two live coaching calls with members and that would be an opportunity for you to come to me and say "Hey Jared I I need some help figuring out my narrative my propaganda campaign for my particular business can you help me?" Because that's where I'm on those calls with you and helping you figure out all of these things for your business now where can you learn more about propaganda number one is reading a book called Propaganda rightly so by Edward Bernay written in the 20s I believe it's a classic but controversial reading uh by the father of modern propaganda and public relations Edward Bernay like I just said highly recommend that I've read it um and he has a couple other books as well that you can find over on Amazon I think I have it linked actually on the class links page so I'll grab that link for you again put it in the chat Another way that you can learn more about propaganda and I highly highly recommend this like if you can do this this week or this weekend you will set yourself far and apart from most people in the world of marketing the century of self go watch that documentary it's about four hours long and it details the history of propaganda and public relations highly recommend and again that's already linked on that class links page destiny you ask "Can someone use current events going on right now as propaganda?" Absolutely happens every day in the political world and in the business world for sure you just find these events that are happening that are aligned with your particular narrative and you attach to it susan you asked why be able to implement the marketing portion some of it looks complicated like I may need to hire an expert uh I mean it's that's kind of a vague question the short answer is yes you can implement the the marketing portion but remember all of this is marketing because all propaganda is marketing but not all marketing is propaganda roxan you asked can can you put it in the chat can I put what in the chat exactly if you're looking for the links um I already put the link to the class links page and when you go to the class links page you'll see all the links that I've been mentioning in the class beyond that right there is a self-paced course on propaganda that will be released for paying members of future proof marketers so it's right now it's looking like it's going to be 10 plus hours it's not completed yet but it will be and that's going to be available for no extra charge to those who are paying members of Future Proof Marketers now if you don't want to go the self-paced route and you want to get started before the course releases I do have a program that's a live coaching program called Applied Propaganda Engineering and you can apply and in the next uh coaching cohort you'll get live personalized guidance on building a propaganda strategy for your business it's a six-week program we'll meet two sometimes three times per week and we'll go through this entire framework unredacted and applying it to your particular business you'll have peers that you can go to as resources to bounce ideas off of get feedback for your particular propaganda campaign but if you are interested in that there is an actual application process and you can find that at futureproofmarketers.com ape for applied propaganda engineering and again the link to that is on the class links page but I'll just grab that link for anyone who's interested yeah so basically if you are interested in that you'll book a call with me so you can ask all your questions about it that you may have make sure it's a good fit for you and then we can talk about getting that started now a lot of people have asked how to access the class replay for this particular training right now I don't think I'm going to be releasing it public so I mean the only option is to join Futureproof Marketers as a as a paying member and if you join the applied propaganda engineering program you get a free year inside of Futureproof Marketers so keep that in mind but yeah that's where the replay will be available so we already have some paying future proof marketer members here now you'll be able to get this replay to this class you'll be able to see everything you'll get access to the document that I uh was showing you earlier and that's going to be how you access it now before we wrap up are there any lingering questions that are coming to mind right now have I been clear about the difference between propaganda and marketing and what is your biggest takeaway if you don't have any questions drop in the chat what your biggest takeaway has been your biggest piece that you've learned and let me know if you've figured out what your propaganda narrative may be i see some people typing so I'll give you a second but I'll tell you what the the further you go into propaganda the more exciting it becomes because I mean this stuff goes deep this stuff goes deep and you start I I mean I really think that you all are now going to start being able to identify all these different propaganda campaigns and techniques all around you i saw an interesting one during the Super Bowl from Squarespace squarespace um had a just a really regular ad honestly it wasn't anything crazy honestly it was a little nonsensical but at the end they ran with the tagline "A website makes it real." A website makes it real and what they're getting at is their narrative for their propaganda is that your business isn't really a business in today's world until you have a website so they didn't say a Squarespace website makes it real they just said a website makes it real and there's all these different places you can go for a website now if they can get someone to believe that a website is what will make their business legit in today's world Squarespace is definitely going to be a contender for their money tyrese you said "I've learned more inside an hour and 15 minutes than four years of college why is it that there are not propaganda courses at universities?" In fact I've seen a couple um on a on M's programs for some universities but you know they just kind of bash propaganda and teach you to be able to recognize it i'm teaching you how to use it for good you know assuming that your business is out there actually improving people's lives that's what I want people to be able to use propaganda for it's going to be used regardless it's time that we start using it ourselves susan you said propaganda has largely been used as a manipulation device so it still has a negative connotation to it yes it does it absolutely does and I'm I'm here to challenge that perception with my own counter intelligence propaganda so yes it has this negative connotation and if that's enough to steer you away from it fine but this is how the world works and it doesn't mean it has to be unethical someone said that you may have to rethink your strategy to be clear on the narrative for your business i want you to keep in mind that a lot of you already have a narrative you just haven't thought of it in that way yet so be considerate don't necessarily jump to having to redo everything or rethink everything a lot of times it's just a matter of uncovering what your existing narrative is uh someone said it's because they don't have these propaganda programs at universities cuz they get funded to create employees it's a great point eve it sounds like you're Yeah you're getting some clarity there on on what your propaganda narrative may take the form of that's good simpson you said there's a lot more to learn yes we've we've really only scratched the surface mike my goal here is to make it evident that propaganda is a necessary part of your business because if you just have a marketing strategy the narrative that you're pushing through your marketing is going to change and when that changes even if you're not conscious of that change it's going to create confusion and uncertainty in your audience but when you have that stable propaganda narrative or narratives sometimes you have multiple that's when you can achieve that consistency and that trust with your audience through your marketing that's great Donna yeah and Donna is one of the the paying future proof um marketers members so you we should talk about that during the next coaching call okay i don't see any other questions or comments so I mean I appreciate y'all for being here sticking with me for as long as we've been on thank you uh if you have questions you're welcome to hang out inside of the free sections of the Futureproof Marketers community you can DM me on this platform you can ask me questions i'm happy to help i'm also over on Instagram Jared T ross on all platforms i want to drop the link to the class links page one more time because that contains all the links and resources that I've talked about so far again if you're someone who wants the replay I am going to be reserving this for paying members of Future Proof Marketers now normally there's a a waiting period to get on to join Future Proof Marketers there's a waiting list if you go to the class links page there is a link to skip the waiting list and just join tonight so I'll leave that there for you again if you have questions about you know everything that's included and whatnot feel free to just hit me up um and we can talk about that for those who are interested in learning more about Future Proof Marketers before you get in there's a link on that link's page as well but I just dropped it in the chat to make it simple for you the homepage of the program Enz yes thank you for for being here appreciate everybody i'll go ahead and close things up here you'all have a good rest of your night peace