Dean Graziosi's 1997 infomercial flopped because he copied Tony Robbins instead of being himself. He learned that ads work when you target your tribe of like-minded people, not everyone, and adapt what works in others' approaches to your own style.
But this is the part you need to know about ads, because this is the part that messed me up. When I shot my first infomercial in 1997, I got so freaked out because I was watching Tony Robbins on his infomercial and others. And I showed up day one going.
I gotta be.
Like Tony Robbins. I gotta be dynamic.
I gotta try to feel taller. It was so bad.
That I had to give up on day one. I started beating myself up. You're not Tony. You screwed up. You're gonna waste all this money. But then I realized I was trying to be somebody else. The next day, I just went out there to be myself. I went out there and said, if people don't like me the way I am, then I don't want to be in this business. We have the opportunity to target the people that want to be with us.
And plus, you want to build a.
Tribe that's like you.
If you're shy, you don't want a bunch of screamers. You want people like you. And there's enough of them. This little phone in our pocket keeps us connected to billions of people.
So the ad game has completely changed because you can model what others do. Make it yours. And lastly, be yourself.
And that's the evolution from first sales.
Next sales, to consistent sales.
