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The Challenges of Marketing ThePowerMoves

#71 · December 10, 2022, 6:09 pm

Quick thought:

It's difficult to stand out in a saturated market.

For example, publishing another book on entrepreneurship today and hoping it becomes a bestseller (there are literally thousands of those still published every year).

But, if TPM were to publish a book in a niche with very low competition, it can:

Stand out: since there are no other books teaching its principles.
Become the sole go-to authority: since the lack of other resources out there on the subject requires people to go TPM for information on it.
Increase sales: at the very least, sales for the book given that TPM would be capturing uncontested market space.

The idea is similar to the concept taught in the book, Blue Ocean Strategy:

"Blue Ocean Strategy is about creating and capturing uncontested market space, thereby making the competition irrelevant."

So, what if TPM published a book on frame control?

Especially since so many dating coaches love talking about the subject, it could make the book:

Highly recommended: from different sources teaching social and dating skills.
The only book of its kind in the market right now: and, therefore, a market leader, positioning TPM as the authority for it (at least, so long as no one else moves into the space soon after with better content and marketing, which is highly unlikely).
A better funnel for pointing readers to TPM: due to the quality and specificity of the content.

As a matter of fact, the market for this subject is so poor right now, TSS is on Amazon's first page for frame control (well past launch) and it's not even a "frame control book":

So, a book that's simply an "Ultimate Guide to Frame Control" may be TPM's best bet for standing out.

Happy to read any thoughts.

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#72 · December 11, 2022, 12:57 am

BOOM!

Such a great idea, Ali.

I know you're getting busier and busier and more and more successful and in demand.

But if you're up for a second book, I'm happy to.

Edit:
Originally the phrase above said "but if you're up for a second book... ".
I thought it was clear that I was happy to go ahead it with, but I added "I'm happy to" to because leaving the proposal untold can sometimes be a "half-step power move".
As in "imply or half-say what you wanna say, but don't fully propose it to maintain power and have the other party act on an innuendo, rather than an actual straight outreach". That way, they're coming to you.
So to avoid that type of misunderstanding, I clarified.

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#73 · December 11, 2022, 4:45 pm

It'd be my pleasure, Lucio :).

Let's just wait until I've cleared my current plate and then I'd be happy to start work on that project.

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#74 · December 13, 2022, 3:10 pm

Awesome!

And take all the time you need, absolutely no rush -and I'd also love to review/update/futher improve the module on frame control-.

I'm thinking that one important area to address is that while many of the present dialogue around frames involves "heavy intervention", a lot of good frame control is also subtle -what you expand with a question, a pause, a silence, or with a laugh, what you cut short and subtly disagree with through an uncommittal "yeah yeah, etc. etc."-.

That's the first thing I'd address with an upgrade.

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#75 · December 29, 2022, 12:02 am

Quote from Ali Scarlett on December 29, 2022, 12:02 am
Wanted to share some more scattered thoughts.
#1. "Power" is too vague of a WIIFT to work as persuasive copy.
I've said this before, but "power" comes across as a vague WIIFT to me because power isn't an end, it's more of a means to an end.
Power is defined as the measure to which an individual can achieve what they want. So, that last part, the "what they want" would be the actual incentive.
Like power, money is also similar in that regard if one wanted to start a finance blog.
Money is not really an end (it has no intrinsic value), it's more of a means to an end (we use money to participate in transactions that get us things of value).
And yet, despite money being a vague incentive, people will still spend money on finance courses because they intuitively understand that money can be a tool for achieving the things they really want, such as a more abundant dating life, travel experiences, and freedom from a traditional job.
That understanding is the bridge that makes prospects feel more comfortable giving the sale.
The question is, what do prospects understand that they'd be getting from a course on "power"?
We're easily able to think of all of the things we'd use money for. Bills, for example, are a constant reminder of the necessity for money.
But, what is the constant reminder for the necessity of power?
Well, that would depend on what kind of power we're talking about. Are we talking about financial power? Social power? Or another form entirely?
To expand on this a bit, this is what I feel sometimes when I visit the TPM website:
You know that self-growth is an important means to an end—the end being a better life.
But, what would a better life look like after gaining more growth?
That depends on what kind of growth we're talking about.
Depending on the skills you'd be focusing on growing, it could look like more dates, a better social circle, or even a promotion.
But, you don't know that because all you're told is that if you join this course you'll "grow", without being told what specific skill sets you'd grow, so you can't even visualize the treasure at the end of the journey without imagining multiple possible outcomes.
#2. Solution: switch from "power" to "advanced social skills".
This is why when I was brainstorming the copy for the new PU sales page, I picked one skill set and stuck with it: social skills.
People already know and understand it and can imagine what life might look like with better social skills.
I mean, imagine if TPM had stuck to power dynamics for its sales page and built its marketing around that.
First off, we would've been working with a much smaller pool of people.
This is the popularity of the Google search term "power dynamics" in the past 12 months:
The highest point in the entire year is October 2, one day after TSS hit the bestseller list.
In other words, the most popular that the term "power dynamics" has been all year (at least on Google) is probably when we did the work to popularize it ourselves.
That's the equivalent of fighting an uphill battle.
Now, compare that to the popularity of the search term "social skills":
Far more balanced/consistent in popularity all year, with a popularity that seems to be relatively independent of our TSS launch.
That means that by focusing on positioning for social skills first, we'd be appealing to a market that's already looking for it rather than trying to (a) bring a new idea to the market, (b) explain and convince the market of the need for it, and then (c) convert that market into buyers.
That's why I went for advanced social skills for PU's copy. It meant fighting two battles rather than three, and one less battle to fight can mean the difference between significantly more sales or not.
And, that's the second benefit: on top of working with a bigger pool, we're also working with a pool that's far more knowledgeable about what they'd be getting because they don't have to know what power dynamics is now, they only have to know what social skills are. And, if they know that much and want to get their social skills better, they'll love learning power dynamics when they get inside.
#3. New Challenge: what are the WIIFTs for advanced social skills?
The only issue is that the PU sales page doesn't talk about the specific incentives of going through PU (at least not in its headline).
The current headline says, "Learn how to apply advanced social skills to effectively achieve any goal."
And, learning cannot be an incentive any more than "growth" can be an incentive. (And, that "achieve any goal" is too vague to be persuasive.)
So, the real question the reader will be asking is, what does that learning and growth really get me?
Well, after studying the works of some other marketers, I started giving some thought to this phrasing:
It leads with the incentive that's much easier to visualize (charming everyone you meet) alongside a short timeline (long when you think about it which driven people might like, but I specified it in months rather than days or weeks because it should at least look shorter since the easier something is to do the more likely people are to do it).
Then, this phrasing encapsulates the utility of power in the context of what PU helps its customers achieve: friends, dates, and influence (such as influencing your boss to give you that promotion).
Last, this also changes "click here to buy now" to "click here to join now" because the "buy" is a sharp reminder to prospects that they'll be parting with their money, which I think is less persuasive.
Then, I removed the image of the chess pieces because, with this new approach, an image of someone being popular and well-liked by a social group in a social setting is far more persuasive to help the prospect further visualize that potential outcome.
After that, the copy could (possibly) follow with something along the lines of "You might've heard of Dale Carnegie, and his work has ranked quite high on the "best of" list here at TPM. However, the Power Dynamics Insitute has gone a step further in expanding on the science and principles behind social smoothness, effective persuasion, and charming almost anyone you meet."
It's a rough idea I'm still fleshing out, especially since it's actually quite different from the Blindsight approach.
But, it's an alternative that still follows that general rule of (1) "meet people where they are" (start with what they already understand—and most people understand How to Win Friends and Influence People) and (2) leverage the chocolate-covered broccoli (give people what they think they want on the surface which, in this case, is "more charm", and then give them what they need inside the product, which is power dynamics training).
Note: there's a downside that people might feel overwhelmed by "unexpected information" when they get inside the course and are hit with power dynamics. But, that's hard to imagine for the smarter people reading around TPM given that (a) the blog content already gives you a good idea of what you'd be getting (b) the "The Curriculum" section of the sales page would also expand on that (c) the forum—which is free for anyone to read—also shares what this site and its flagship course are all about.
#4. Important Note: these thoughts are more for landing pages than sales pages (right now).
This is not at all a call to change the sales page again. This is only me thinking out loud and, if I were to start designing landing pages to grow TPM's email list, this is an example of the approach I'd take because it's more persuasive in that context than the Blindsight approach (in my opinion).

Wanted to share some more scattered thoughts.

#1. "Power" is too vague of a WIIFT to work as persuasive copy.

I've said this before, but "power" comes across as a vague WIIFT to me because power isn't an end, it's more of a means to an end.

Power is defined as the measure to which an individual can achieve what they want. So, that last part, the "what they want" would be the actual incentive.

Like power, money is also similar in that regard if one wanted to start a finance blog.

Money is not really an end (it has no intrinsic value), it's more of a means to an end (we use money to participate in transactions that get us things of value).

And yet, despite money being a vague incentive, people will still spend money on finance courses because they intuitively understand that money can be a tool for achieving the things they really want, such as a more abundant dating life, travel experiences, and freedom from a traditional job.

That understanding is the bridge that makes prospects feel more comfortable giving the sale.

The question is, what do prospects understand that they'd be getting from a course on "power"?

We're easily able to think of all of the things we'd use money for. Bills, for example, are a constant reminder of the necessity for money.

But, what is the constant reminder for the necessity of power?

Well, that would depend on what kind of power we're talking about. Are we talking about financial power? Social power? Or another form entirely?

To expand on this a bit, this is what I feel sometimes when I visit the TPM website:

You know that self-growth is an important means to an end—the end being a better life.

But, what would a better life look like after gaining more growth?

That depends on what kind of growth we're talking about.

Depending on the skills you'd be focusing on growing, it could look like more dates, a better social circle, or even a promotion.

But, you don't know that because all you're told is that if you join this course you'll "grow", without being told what specific skill sets you'd grow, so you can't even visualize the treasure at the end of the journey without imagining multiple possible outcomes.

#2. Solution: switch from "power" to "advanced social skills".

This is why when I was brainstorming the copy for the new PU sales page, I picked one skill set and stuck with it: social skills.

People already know and understand it and can imagine what life might look like with better social skills.

I mean, imagine if TPM had stuck to power dynamics for its sales page and built its marketing around that.

First off, we would've been working with a much smaller pool of people.

This is the popularity of the Google search term "power dynamics" in the past 12 months:

The highest point in the entire year is October 2, one day after TSS hit the bestseller list.

In other words, the most popular that the term "power dynamics" has been all year (at least on Google) is probably when we did the work to popularize it ourselves.

That's the equivalent of fighting an uphill battle.

Now, compare that to the popularity of the search term "social skills":

Far more balanced/consistent in popularity all year, with a popularity that seems to be relatively independent of our TSS launch.

That means that by focusing on positioning for social skills first, we'd be appealing to a market that's already looking for it rather than trying to (a) bring a new idea to the market, (b) explain and convince the market of the need for it, and then (c) convert that market into buyers.

That's why I went for advanced social skills for PU's copy. It meant fighting two battles rather than three, and one less battle to fight can mean the difference between significantly more sales or not.

And, that's the second benefit: on top of working with a bigger pool, we're also working with a pool that's far more knowledgeable about what they'd be getting because they don't have to know what power dynamics is now, they only have to know what social skills are. And, if they know that much and want to get their social skills better, they'll love learning power dynamics when they get inside.

#3. New Challenge: what are the WIIFTs for advanced social skills?

The only issue is that the PU sales page doesn't talk about the specific incentives of going through PU (at least not in its headline).

The current headline says, "Learn how to apply advanced social skills to effectively achieve any goal."

And, learning cannot be an incentive any more than "growth" can be an incentive. (And, that "achieve any goal" is too vague to be persuasive.)

So, the real question the reader will be asking is, what does that learning and growth really get me?

Well, after studying the works of some other marketers, I started giving some thought to this phrasing:

It leads with the incentive that's much easier to visualize (charming everyone you meet) alongside a short timeline (long when you think about it which driven people might like, but I specified it in months rather than days or weeks because it should at least look shorter since the easier something is to do the more likely people are to do it).

Then, this phrasing encapsulates the utility of power in the context of what PU helps its customers achieve: friends, dates, and influence (such as influencing your boss to give you that promotion).

Last, this also changes "click here to buy now" to "click here to join now" because the "buy" is a sharp reminder to prospects that they'll be parting with their money, which I think is less persuasive.

Then, I removed the image of the chess pieces because, with this new approach, an image of someone being popular and well-liked by a social group in a social setting is far more persuasive to help the prospect further visualize that potential outcome.

After that, the copy could (possibly) follow with something along the lines of "You might've heard of Dale Carnegie, and his work has ranked quite high on the "best of" list here at TPM. However, the Power Dynamics Insitute has gone a step further in expanding on the science and principles behind social smoothness, effective persuasion, and charming almost anyone you meet."

It's a rough idea I'm still fleshing out, especially since it's actually quite different from the Blindsight approach.

But, it's an alternative that still follows that general rule of (1) "meet people where they are" (start with what they already understand—and most people understand How to Win Friends and Influence People) and (2) leverage the chocolate-covered broccoli (give people what they think they want on the surface which, in this case, is "more charm", and then give them what they need inside the product, which is power dynamics training).

Note: there's a downside that people might feel overwhelmed by "unexpected information" when they get inside the course and are hit with power dynamics. But, that's hard to imagine for the smarter people reading around TPM given that (a) the blog content already gives you a good idea of what you'd be getting (b) the "The Curriculum" section of the sales page would also expand on that (c) the forum—which is free for anyone to read—also shares what this site and its flagship course are all about.

#4. Important Note: these thoughts are more for landing pages than sales pages (right now).

This is not at all a call to change the sales page again. This is only me thinking out loud and, if I were to start designing landing pages to grow TPM's email list, this is an example of the approach I'd take because it's more persuasive in that context than the Blindsight approach (in my opinion).

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#76 · December 29, 2022, 1:37 am

Quote from Lucio Buffalmano on December 29, 2022, 1:37 am
BOOM!
I started typing this post before even finishing reading your post, Ali, because it was just too good.
Even though it's not an invitation to change the sales page, I'm thinking of doing that quite soon because it does seem much more persuasive indeed.
As a matter of fact, I already implemented some of those changes before finishing to write the post :).
I'm thinking about whether "charm" may provide the biggest draw as compared to, say, "charisma" or "leader" -Ie. "become a better leader of men in 3 months"-.
OFF TOPIC - POWER DYNAMICS AS A NICHE TO OWN - OFF TOPIC
As a note on your "power dynamics" VS "advanced social skills", you're perfectly right.
I agree it's probably better to make it more about social skills on a sales copy than "power dynamics".
And your wording of "meeting people where they are" is amazing.
When it comes to website positioning it may be a bit different and it may make sense to hold on and promote "power dynamics".
And it's because power dynamics is a niche that TPM can own.
"Power dynamics" is still not popular indeed, but if you enlarge the view, it's doubled in popularity:
And, it seems, hand in hand with "The Power Moves" web searches:
Same for "power moves" -albeit there's the confounding factor of break dance there-.
But I don't think TPM was the sole driver of that higher popularity -and, if it is to catch on, it should not be-.
When I was looking for a name for this website I spent several days thinking it over and researching how people used "power moves".
I was far from sure on "the power moves" because there wasn't really much and it didn't seem like many people associated power moves with something like "a pre-meditated or high-dominance action to gain an advantage, and often at someone else's expense".
Today both "power dynamics" and "power moves" are still far from popular, but I hear them a lot more -including in Charlie & Ben's podcast I listen(ed) to, which makes me think they've probably read around here quite a bit-.
5 or 10 years from now "power dynamics" may become a lot more popular both because of TPM and because more people start using that terminology. The people who use that terminology then would indirectly also promote TPM as the first/main place for power dynamics.

BOOM!

I started typing this post before even finishing reading your post, Ali, because it was just too good.

Even though it's not an invitation to change the sales page, I'm thinking of doing that quite soon because it does seem much more persuasive indeed.
As a matter of fact, I already implemented some of those changes before finishing to write the post :).

I'm thinking about whether "charm" may provide the biggest draw as compared to, say, "charisma" or "leader" -Ie. "become a better leader of men in 3 months"-.

OFF TOPIC - POWER DYNAMICS AS A NICHE TO OWN - OFF TOPIC

As a note on your "power dynamics" VS "advanced social skills", you're perfectly right.

I agree it's probably better to make it more about social skills on a sales copy than "power dynamics".
And your wording of "meeting people where they are" is amazing.

When it comes to website positioning it may be a bit different and it may make sense to hold on and promote "power dynamics".

And it's because power dynamics is a niche that TPM can own.

"Power dynamics" is still not popular indeed, but if you enlarge the view, it's doubled in popularity:

And, it seems, hand in hand with "The Power Moves" web searches:

Same for "power moves" -albeit there's the confounding factor of break dance there-.

But I don't think TPM was the sole driver of that higher popularity -and, if it is to catch on, it should not be-.

When I was looking for a name for this website I spent several days thinking it over and researching how people used "power moves".
I was far from sure on "the power moves" because there wasn't really much and it didn't seem like many people associated power moves with something like "a pre-meditated or high-dominance action to gain an advantage, and often at someone else's expense".

Today both "power dynamics" and "power moves" are still far from popular, but I hear them a lot more -including in Charlie & Ben's podcast I listen(ed) to, which makes me think they've probably read around here quite a bit-.

5 or 10 years from now "power dynamics" may become a lot more popular both because of TPM and because more people start using that terminology. The people who use that terminology then would indirectly also promote TPM as the first/main place for power dynamics.

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#77 · December 29, 2022, 5:36 am

Quote from Ali Scarlett on December 29, 2022, 5:36 am
Quote from Lucio Buffalmano on December 29, 2022, 1:37 am
OFF TOPIC - POWER DYNAMICS AS A NICHE TO OWN - OFF TOPIC
(...)
When it comes to website positioning it may be a bit different and it may make sense to hold on and promote "power dynamics".
And it's because power dynamics is a niche that TPM can own.
(...)
Ahaha, great minds think alike, I was just about to make this point and wanted to do it in a separate post to avoid muddling the two ideas :).
Yes, I was going to say that if TPM wanted to (for example) send traffic to its website via Google Ads, I might not start with "social skills".
Why?
Well, look at the number of average monthly searches for power dynamics since just last month:
10k to 100k searches per month. (And, that number seems to have been stable for the past 12 months as well.)
Now, assuming the majority of these guys are looking for social science-related information (and not "energy dynamics" parts or something), TPM could run ads for what seems to be under roughly $2/day and dominate the top of this search result.
Especially, since Google has already caught on to the fact that when people are typing in "power dynamics" they're often looking for social/political science information.
So, an energy parts company really shouldn't be at the top of this search result:
And yet, they made it to the top because of domain name and website content relevance to the keyword searched.
But, with a solid Google Ad, TPM could take that number one spot (especially since Google's algorithm has already noticed that the "search intent" of those users is to find social science information, which is why the surrounding search results are social power related).
So, perhaps this is a missed opportunity for TPM right now to quickly capture all of those interested readers who are searching for high-quality information on social power dynamics.
And, only one example of why, yes, I'd stick to positioning TPM for "power dynamics" and not do a full rebrand to "social skills".

Quote from Lucio Buffalmano on December 29, 2022, 1:37 am
OFF TOPIC - POWER DYNAMICS AS A NICHE TO OWN - OFF TOPIC
(...)
When it comes to website positioning it may be a bit different and it may make sense to hold on and promote "power dynamics".
And it's because power dynamics is a niche that TPM can own.
(...)

Ahaha, great minds think alike, I was just about to make this point and wanted to do it in a separate post to avoid muddling the two ideas :).

Yes, I was going to say that if TPM wanted to (for example) send traffic to its website via Google Ads, I might not start with "social skills".

Why?

Well, look at the number of average monthly searches for power dynamics since just last month:

10k to 100k searches per month. (And, that number seems to have been stable for the past 12 months as well.)

Now, assuming the majority of these guys are looking for social science-related information (and not "energy dynamics" parts or something), TPM could run ads for what seems to be under roughly $2/day and dominate the top of this search result.

Especially, since Google has already caught on to the fact that when people are typing in "power dynamics" they're often looking for social/political science information.

So, an energy parts company really shouldn't be at the top of this search result:

And yet, they made it to the top because of domain name and website content relevance to the keyword searched.

But, with a solid Google Ad, TPM could take that number one spot (especially since Google's algorithm has already noticed that the "search intent" of those users is to find social science information, which is why the surrounding search results are social power related).

So, perhaps this is a missed opportunity for TPM right now to quickly capture all of those interested readers who are searching for high-quality information on social power dynamics.

And, only one example of why, yes, I'd stick to positioning TPM for "power dynamics" and not do a full rebrand to "social skills".

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#78 · December 29, 2022, 11:50 am

I want to chip in here to say that, to me, as unscientific as it is, "power" is exactly what led me to The Power Moves.

If I had read that the course was intended to make me achieve "advanced social skills", I would have probably skipped.

What I was interested in was how to defend from bad people, how to be able to fight, and how to be respected. Not "make friends" and "influence people".

No thanks. I had had more than enough of that.

I had had so much of that, and with so little effectiveness, that I had started to think (and interpret) every single book and course that taught "how to be effective socially" as fluff.

(And, as an aside, "advanced social skills" courses are millions, but there's only one about power!).

Now the fact that TPM also teaches how to interact socially so as to maximize win-win (and in a practical way that nobody else teaches)?

That's a bonus to me. To paraphrase Lucio, the main dish was the power (to defend, to protect oneself, to not be manipulated, whatever).

And I suspect that many other people who get here, do so precisely to learn how to defend themselves. That to me is the "unique selling proposition" of TPM.

That's also why, when Lucio proposed to substitute Machiavelli for Augustus in the landing page, I was "against the change".

Machiavelli (and the quote on "to be good, you must learn to be bad") was totally what I was looking for.

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#79 · December 29, 2022, 1:38 pm

Quote from Ali Scarlett on December 29, 2022, 5:36 am
Ahaha, great minds think alike, I was just about to make this point and wanted to do it in a separate post to avoid muddling the two ideas :).

Yep, that was such a case :), and great post!

Quote from Bel on December 29, 2022, 11:50 am
I want to chip in here to say that, to me, as unscientific as it is, "power" is exactly what led me to The Power Moves.
If I had read that the course was intended to make me achieve "advanced social skills", I would have probably skipped.
What I was interested in was how to defend from bad people, how to be able to fight, and how to be respected. Not "make friends" and "influence people".
No thanks. I had had more than enough of that.
I had had so much of that, and with so little effectiveness, that I had started to think (and interpret) every single book and course that taught "how to be effective socially" as fluff.
(And, as an aside, "advanced social skills" courses are millions, but there's only one about power!).
Now the fact that TPM also teaches how to interact socially so as to maximize win-win (and in a practical way that nobody else teaches)?
That's a bonus to me. To paraphrase Lucio, the main dish was the power (to defend, to protect oneself, to not be manipulated, whatever).
And I suspect that many other people who get here, do so precisely to learn how to defend themselves. That to me is the "unique selling proposition" of TPM.
That's also why, when Lucio proposed to substitute Machiavelli for Augustus in the landing page, I was "against the change".
Machiavelli (and the quote on "to be good, you must learn to be bad") was totally what I was looking for.

BOOM!

Really, such a powerful reminder.

Thank you, Bel!

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#80 · January 7, 2023, 1:09 am

I added a hyperlink with the current version, linking to the change log:

The idea is to:

Showcase PU is constantly updated
Discourage people from purchase knock-offs, which from what I've seen are always older versions (sometimes really old)

Mostly the second though.

I've noticed an increase in people looking for the course, and I thought it sucked that several people ended up buying older -or super old- versions.

Then I was glad to see this comment:

Calligrapher (replying to a seller pitching an outdated copy): This is actually an outdated version

That made me think that it might be a good idea to have more people realize PU is constantly updated.
It may discourage some people from buying the copies -good-, or have more people check and demand latest versions from the copy-sellers -not strictly good for TPM in the financial sense, but good in other ways. Plus, it makes the job of the counterfeiters harder, which is also good-.

However, if any of you thinks that link is ugly and/or it detracts from the sales page, do let me know :)

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