December 12, 2024 • 42 mins
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(00:00):
How are some people so lucky
and how do I become one of them?
Okay, so let's dissect luck here because
I'm going to tell you
by the time you're done,
by the time we're done today, you can be
a lucky person and anyone listening to
this podcast can become a lucky person.
They'll have other people saying, "Why
are you so lucky all the time?"
So let's get into it. First,
(00:20):
let me start with this comment.
Luck is a very real thing in business and
luck can break a business,
luck can make a business.
Luck plays a big role in business where
say something like poker, luck bounces
out over time and why is that?
It's because in poker you have hundreds
and then thousands of
hands that you play.
(00:40):
So over time just with all the large
numbers that you're dealing with, good
luck and bad luck will balance out.
But in business where you're staking
perhaps your savings, perhaps your life
savings and starting a business,
one episode of bad
luck could wipe you out.
Oh yeah, and a business, you know, just
(01:00):
to get it started takes like a year.
Yes, and in that time you
can run into some bad luck.
But I'm going to tell you how you can run
into some really good luck and how you
can bring that into your business and
almost guarantee yourself success.
So you're saying you have
the ability to control luck?
You know how?
I know how to bring good luck into your
life as opposed to bad luck.
(01:21):
Does this work in
business, life, everything?
I'm going to say that it will apply to
business, it will apply to your life and
it will apply to the arts as well.
The arts.
The arts.
Interesting.
Yes.
All right, well let's hear it.
All right, so when I started in my field
of business, I didn't know a lot.
But I had a lot of
(01:41):
energy and I was all gung-ho.
I used to say to my brother and my
father, in 10 years we're
going to be bigger than IBM.
I had a foolish statement of a brash
young man, but I had
the energy and the drive.
But what I didn't have is the knowledge.
Now in my business, publishing, which was
driven by direct mail, that back in the
(02:04):
70s and 80s and even 90s,
it was the largest form.
It dwarfed all other forms of marketing,
including television,
newspapers, magazines.
It was direct mail.
It dwarfed everything else.
So that was the main form of advertising.
It was.
Facebook ads now, Google
ads, it was direct mail.
It was direct mail.
That's right.
(02:24):
So there was something that early on I
learned that or I instinctively knew that
I needed more information.
I needed more knowledge.
I had to get inside the heads of those I
am reaching or
advertising to, reaching out to.
I had to figure out how they think, how
they viewed my piece.
(02:47):
Not how I viewed it,
but how they viewed it.
My piece, my advertisement,
were letters that I would write.
Because just for those of you who are for
a little background, my NeoThink books,
which I've sold millions of those,
I've sold 350 million dollars of my own
books that I've written.
It's books of self-improvement, of
(03:10):
business, of life, of success.
I had to get inside of my
potential customer's head.
I couldn't say in my own head, know what
they wanted or try to pretend
that I knew what they wanted.
But I had to start somewhere.
So I thought, well, if I send a letter
(03:31):
because I was a searcher and I was
searching for searchers,
those are the people who respond very
well to my literature, searchers.
Over the course of the past 45 years, as
you know, I brought in over 2 million
searchers into my private NeoThink club.
(03:51):
But I had to figure out how they viewed
me, how they viewed my advertisement,
which was a personal letter.
So in order to do that, I learned very
early about something that we call in the
direct mail business a split run.
Basically how a split run works is you
have, I have a list of potential
(04:13):
searchers that I'm trying to reach.
I would say, have my control letter, and
then I would make a variation of it or a
letter to compete against it.
Then I would, every other name on my
searcher's list would get one letter and
then the challenger, the
control and the challenger.
Then based on the data coming in, I would
(04:34):
learn, well, which one did better.
Then I could, at that point,
figure out why it did better.
Going into it, I have no idea what the
results are going to be.
People who think they know the results,
it's just a big I think.
I think means nothing in this business.
Metrics mean everything.
So I would do a split
(04:56):
run and get my data.
I learned more about the
person I was trying to reach.
I had gotten into their minds and these
potential searchers out there.
As I started doing this, I realized,
well, wait, if I can do a split run and
get the metrics on one variable,
why can't I increase the number of
(05:18):
variables and have multiple split runs
with every direct mailing?
I started increasing the numbers and the
numbers of the split
runs in every mailing.
I had a very unique
system that no one else had.
Basically, I would take different colored
Sharpies or magic markers and I would
take my reply envelopes
(05:39):
and I would tick them.
I'd run them down with different colors
so I knew what split run that came from.
So the split runs are
just tests, different tests.
Can you give me an example?
Sure, like testing a
headline would be one example.
Or testing the coupon
would be another example.
(05:59):
Or testing the size of the reply envelope
would be another example.
Or testing personalization versus a more
third party approach would be a test.
Testing women versus men.
Testing dentists versus doctors.
These are all different types of tests
that in the early days I was consumed by.
(06:20):
I wanted to know the minds of the people
I was trying to reach.
I got so sophisticated at it, I would
have split runs of 64 splits in one
mailing through the
sophisticated ticking system I had.
It was pretty amazing.
No other direct mailer out
there had anything like this.
(06:41):
So I would go up to 64
splits in one mailing.
I was just learning and learning and
learning, getting inside the minds of the
people I was reaching.
My father's wife used to call
me a world class psychologist.
I told her, "No, you can't call me that
because I'm not formally
trained in psychology."
But she said, "But you know more about
people's minds than
(07:02):
all the psychologists."
I said, "Right, that's because of this
technique of split runs."
So I learned.
And you've studied the
human mind for 45 years.
Okay, so yes, that's part of it too.
You're absolutely right about that.
So here we go.
Was that part of your study?
I'm sure it was.
It contributed to a lot of...
(07:22):
I mean, you could
literally test the mind.
That is a huge element in
studying the human mind.
I could study the human mind
like no psychologist could.
I have...
Let me put it this way.
I know emotional responses.
I know intellectual responses.
I know the difference between different
races, different
occupations, different age groups.
(07:44):
It all came about through this split
running, this testing.
Today they call it A-B
testing or split testing.
Right, online.
Back in the day we
called them split runs.
Okay.
So I was getting out there learning how
people thought, learning
their minds, understanding.
And at all levels, emotional, like I
(08:06):
said, intellectual, different groups,
different demographics.
It was an amazing learning experience
that I went through.
Now, in this process of doing split runs,
not only do you learn about your market,
learn about their psychology, but you
also will stumble upon luck.
(08:28):
Good luck.
Like what?
Okay, so here's a couple of examples.
Going into the Christmas holiday season
is usually not good for
publishers in direct mail
because people are buying information and
they're more into
buying gifts at that point.
So they don't necessarily want to buy
self-improvement
(08:49):
information, let's just say.
They're interested in
Christmas gifts and what have you.
So that is a down time for us.
However, my sophisticated method of
locating and finding searchers out there
that I wanted to mail to,
timing of hitting them
was very, very important.
(09:10):
In other words, I wanted
to get to them quickly.
I wanted to get to them before other
publishers got to them.
So I was sort of forced to mail these
names out, even going
into the worst season
for a publisher in direct
mail into the Christmas season.
So going into the Christmas season, I
told myself, well, I'm
going to take a loss.
(09:31):
I'm going to mail first class.
Now you have to understand, back in the
70s and 80s, first class
was just between friends,
writing friends or adult children writing
their parents who live on
different sides of the country
or kids away for the first time at
college writing home to their parents and
their parents writing them.
It was a very self-ins.
(09:51):
Before cell phones.
Before text messaging.
Right.
Oh, before all of that.
Right.
So it was a very
intimate sort of dynamic.
It was first class mail.
And that's what it was meant for.
Then the post office for businesses had
designed, had something
called third class mail
or back then you call it bulk mailing.
And that was for all the direct mailers,
(10:12):
all the publishers, all the catalogs,
and all that would mail through bulk mail
or third class mailing.
But first class moved
much faster than third class.
So I'm going into the holiday season.
I say, well, I'm going to take a loss.
I'm going to take a loss to get to my
searchers before other people do.
And I'll go ahead and bite the bullet.
(10:34):
And for the first time,
I'll pay for first class mail.
Now no direct mailers back then mailed
first class, particularly large direct
mailers such as myself.
They all use bulk mail.
So I go ahead.
I'm going to bite the bullet and I mail
first class going
into the holiday season.
To my shocking surprise, not only did it
(10:54):
do as well as the third class mailing,
but it did better.
It did better.
So not only, you know, what I was hoping
for was a trade off in my expenses.
I'm going to pay more, but
I'm going to get to them sooner.
So hopefully that will
offset some of my costs.
Well, it didn't just offset costs.
(11:16):
It was much superior the results as to
the third class, which was shocking.
No one's heard of that before.
Well, here's where I stumbled upon
something which I
categorize as good luck.
I stumbled upon this.
Look, I was a searcher.
I've always been a searcher all my life.
And I know what it's like to be a
searcher, not to just resign to sort of
(11:39):
the way things are out there.
I've always been a searcher.
All my life.
So I'm trying to find searchers out there
who will be on sort of
we'd have a same wavelength,
almost like a soulmate out there.
The searchers are not that common.
So that made me realize the psychology
that I was dealing with.
(12:00):
I'm a searcher.
I'm reaching out to other searchers.
So there is an intimate connection
between us, much more worthy
than bulk or third class mail.
What in those days
people called junk mail.
So here I was up till that point just
doing what all other direct mailers did
and trying to reach on a personal level
(12:23):
another searcher, another
soulmate with junk mail.
Now psychologically first class mail is
what I should have
been mailing all along.
But I stumbled upon
that through my split runs.
How does somebody know if
it's first class or junk mail?
Oh, it was back in the day.
It was very obvious.
(12:43):
You couldn't use for example red and blue
borders for first class.
You couldn't say air mail.
You couldn't say par all
the yon, French for air mail.
You couldn't say Corio Aereo.
So it was like branded first class.
It was branded.
You had a look and feel
like, oh, this is first class.
Well, not only that, but you could just
right away see this
upper right hand corner.
Even before I knew to put all the red and
(13:05):
blue border and all that,
you could just see right away, oh, this
is a first class mail.
So you either have a bill you're fearing
in there or you have
something special from a friend
or a relative or a loved one.
So they're getting
something from a loved one.
Me, I was their loved one.
Do you see what I'm saying?
Okay.
It just changed the whole psychology of
(13:27):
my letter that I was sending out.
Now instead of an advertisement, they're
looking at a love letter from me, a
searcher, to them, a searcher.
I've discovered them at that point.
I've discovered them.
So I switched and I
became the only mailer.
And my business peers
(13:49):
would say, you're nuts.
You're crazy.
And then of course
they try to pick my brain.
Why?
Because bulk mail was much cheaper.
They're saying you're
leaving so much money on the table.
Bulk mail was a fraction of
the cost of first class mail.
But I had my little secret and I tried to
keep it tight to the chest.
And I don't know if it would have
actually worked for
other mailers at that point
because they didn't have
that special connection.
(14:11):
So again, psychology
came into play there.
So that was one example of just stumbling
upon first class mail.
And so what did that do to your business?
Well, it lifted it up to another level.
I expanded rapidly.
Back in those days, you were competing to
get to names before other mailers.
I got to names before any
other mailer by a long shot.
(14:34):
So I was the first to these names, the
names that I wanted, the searchers,
after I did a lot of
computer work and study.
And we had a whole system that is
confidential on how to seek out the
searchers of the world.
So through all that, I got huge
advantages and I rapidly grew.
So that was one example.
Now with that rapid growth,
(14:54):
let me tell you what happened.
All mailers back then would mail more
like the big mailers
would mail quarterly.
I was a quarterly mailer back then to
four times a year, four times a year.
Oh, you do a big mass of
mailing four times a year.
And your your cutoff date, your deadline
would be usually 30 days.
(15:17):
What does that mean?
When by the time you have to place your
order, it's no longer valid.
Okay, so when you get the mail, you have
30 days, two or three days.
30 days.
And that was the standard back then.
No one would ever go less than 30 days.
They think you go less than 30 days,
you're going to lose a bunch of sales.
So that was that was the conventional
thinking back in those days.
So here I am mailing because I'm now
(15:38):
first class, I mail
weekly 52 times a year.
Everyone else is
mailing four times a year.
I'm mailing 52 times a year.
Now that became a logistical problem for
me because I have orders piling up
and or orders overlapping by the time
they mail it back and other mailings
already out and it
and phone calls coming.
(15:59):
It became very difficult initially.
And I thought, well, if I could just get
my deadline down to the same week
they received their mail, it would from
an organizational standpoint,
it would help clean up the nightmare I
was dealing with at the time.
(16:20):
So here's what I decided to do.
I decided to do a split run and I was
saying, well, I can take some loss
and the number of new customers, customer
acquisition, I can take some loss
in exchange for much more
organized, better operations.
So I bit the bullet and I did a cut off
(16:41):
the same week that
they received the mail,
the deadline, and that was considered
suicide to do something like that.
I mean, even just a two week
deadline would be considered
just cutting your orders dramatically.
So here I did it the same week they
received the mail on a Monday or Tuesday.
I would shoot for Tuesday.
(17:02):
That was the best day to receive a mail
with that Friday of a cut off date,
of an expiration date.
So I thought, okay,
well, here come the orders.
How much am I going to lose?
How much money am I
going to lose by doing this?
Well, lo and behold, it didn't even match
(17:22):
the numbers of this split test.
It dramatically improved the numbers.
So basically a searcher to a searcher,
first class mail, I'm saying,
look, if you're serious
to join me, let's do it.
Let's not diddle-dally around.
Let's do it right now.
The actual number of
orders increased at that point.
(17:43):
So that was never expected.
That's good luck that I stumbled upon.
I stumbled upon that.
I was just doing the deadline to try to
get better organizational
control over my company.
It turns out it's actually a booth.
Now, a lot of people
have copied me since,
because I'm always on the
front end of these things.
People see what works for me, and they
turn around and do it themselves.
(18:03):
Well, now online they do
like 10 minutes or 5 minutes.
Yeah, they all, but I'm the one who
originated all of that.
So you started the short deadline.
I started it all.
That's crazy.
Yeah.
Everybody does that.
Everybody does that.
Yeah, no, I know, because it works.
But I didn't know it worked.
I didn't go into that test with the
thought it was going to work.
(18:24):
I went into it thinking, well, how much
can I lose to gain
organizational control?
And as a result, my business boomed,
and that is stumbling accidentally or
incidentally onto good luck.
So how's that controlling luck?
Oh, because the more you do
split runs and split tests,
the more you're going to stumble upon
(18:45):
these incidental situations.
And that brings over the decades I
brought so much good luck into my company
through these incidentals, through these
things that were never even seen before,
because you can't see them.
They're beyond.
You don't know what you don't know.
And you can't see these things out there,
but your massive split runs,
and I know you're starting webinars now,
(19:08):
and you're doing testing on Facebook,
and that's one of the things I'm going to
require of you to go crazy
on your split testing to
draw leads into your webinars,
because you will stumble
upon situations you'll never,
in any other way,
shape, or form, stumble onto,
and that's bringing good
luck into your business.
(19:28):
By the way, over the
years, people have said,
"How do you get so lucky, Mark?
What's your secret?
What do you do to get these good luck in
your business all the time?"
I just smiled, and I know the answer,
which I'm giving to you now,
is massive split testing.
By the way, you're teaching that free web
(19:49):
class that is just incredible.
I want you to put the link below, because
people need to go to that.
It's incredible.
I mean, you learn so much.
You cannot miss it.
But I want to say something.
I picked up something that happened to
you, and you're advertising.
It wasn't even planned.
You weren't even
searching for this information.
(20:10):
But you're standing on a gold mine.
You are standing on a gold mine, and it
happened just by accident
because of your split testing.
On the bottom of one of your ads, you
just put the NeoThink logo.
All of a sudden, those leads not only
(20:30):
pull more numbers
than your other ad leads,
but they were warm leads because there
are people out there over the decades
who have gotten involved in NeoThink.
There's millions of them, and even more
so, there's many times that
who have received my letters over the
(20:52):
years who are warmed up to the NeoThink,
but they haven't become actual members.
Then you have those two million members
out there, so they see NeoThink,
and that's going to draw in a lot more
leads, which you just stumbled upon
on your split run just because you
(21:12):
happened to put the NeoThink logo
at the bottom of one of them.
You didn't even put
that on there to test it.
As a matter of fact, if I remember
correctly, you just put it on there.
You didn't even split run it.
Then all of a sudden,
through legacy data, you're like,
"Wait, this is pulling
so much more than before."
Then these leads come in, and you get
more orders because they're warm leads.
(21:33):
They're not pulled leads.
It was an accident, or I got lucky.
You got lucky.
You brought good luck, and
how did the luck come to you?
You were just testing a
bunch of random stuff.
That's it, man.
I'm telling you, this is
how you bring good luck,
and then people are going to
say, "How do you get so lucky?"
(21:53):
If you try this, you're going to be that
person where people say,
"How did you get so lucky?"
This is the key.
What's beautiful about it is not only are
you getting these incidentals out there
that turn out to be good
luck, but you're learning so much.
As I said, my father's wife used to say,
"You're a world-class psychologist."
(22:15):
Because, see, you get in and you learn
how people think and how they feel.
That makes you more and
more powerful as a marketer.
I'll give you one little example.
I went with my sister back in the day to
Fifth Avenue Advertising Agency,
world-class, one of the top advertising
(22:35):
agencies in the world.
I wanted to see, what if I brought
Neothink to these guys?
What could they do with it?
These guys had huge clients, and I sat
down in a big boardroom,
fancy building, big oval shape with
several top advertisers
sitting around the table.
They're telling me all these things they
(22:55):
can do for Neothink and my Neothink books
and how they can advertise these and make
it more public and so on.
They're showing me all
these potential campaigns.
Then I would ask them some questions.
I would say, "How do you know?"
Or, "Why do you go in this direction?
What do you know about
(23:15):
the person you're targeting?
What do you know about their mind?"
It was just a big stare of silence.
"What do you mean?
These are just our ideas.
I'm sure it will work. You're sure how."
These top marketers in the world at the
time, on Fifth Avenue,
they were just guessing.
(23:37):
More or less. They're
experts, but you know what?
They're working with other people's
money, with my money.
They're going to be working
with my money to figure it out.
I'm not down with that.
I want to work with my money with insight
into who I'm reaching.
(23:58):
At the time, I was not
some Fortune 500 company
that could blow $50 million or $20
million on this ad campaign.
That's not who I was.
I had to know each step of the way by
penetrating the minds
of those whom I'm reaching to know if I'm
(24:18):
on the right track or the wrong track.
If I'm on the wrong
track, I can change it.
If I'm on the right track, I can move
further in that direction
to improve it more, and then through
split run, through split testing,
I can either go more in a certain
direction or move away
from a certain direction.
These guys just want to
get a big wad of money,
(24:40):
spin it on an idea, and see how it does.
I was not comfortable with
that. I called the meeting.
I said, "Guys, it's
not going to work out."
"Well, we're not done
yet with our presentation."
"Well, no. It's just
not going to work out."
Okay, so that's how
it works for business.
You just test a bunch
of different things,
and then you will increase your
(25:00):
probability or likelihood
of being successful stumbling upon
something that's considered luck.
That's how you control luck.
That is. However, the
luck part is just a bonus
because what's really going on
(25:21):
and why I say if you want to be
successful, you have to take this path.
You need to test,
test, test, and then test.
It's in your DNA, man. You have to test.
Always. Everything
you do has to be a test.
If you have an idea,
let's say about a headline,
don't just come up with an idea.
(25:42):
Come up with a test, a split run, so you
can test that against the control.
Or you can test it six different ways.
You need to always test, and the
beautiful thing about online
is how easy testing is.
It's much simpler than direct mail was.
So you can test more,
and you can test faster,
and get your response right away.
It's a wonderful thing. It's
(26:02):
a beautiful field to be in.
That is going to be your greatest asset
to success is test, test, test, test.
The incidental will be
these things you stumble upon,
which are really good luck,
and that's the way you bring
good luck into your business.
Now, by doing all these split tests, too,
you get bad luck out of your business.
Because bad luck is spending like those
Fifth Avenue advertisers
(26:23):
spending a lot of money on a campaign,
and then the campaign fails.
That's bad luck. You avoid that.
You are basically getting
bad luck out of your path
by doing split runs, by
doing split testing constantly.
Anything that's not working, you're going
to spend minimal money on that,
and it goes away as you
(26:44):
move in the other direction.
So you get bad luck out of your company,
and you bring good
luck into your company,
all while learning
who you're marketing to,
what works and what doesn't work and why.
This is truly a key to marketing success.
Wow, okay. So test, test,
test is the lesson here,
and then you don't have
to be controlled by luck,
(27:07):
and you can control luck by test, test,
testing, and then testing.
Right, and get rid of the bad luck.
Bad luck will bring down businesses,
but you're going to be
minimally affected by bad luck
through these cost-efficient split runs,
and the campaigns that aren't working,
you have a small investment in that,
you drop it, and you
(27:28):
move in the other direction.
Okay, and so we talked
about how it applies,
how to control luck in business,
but what about your
personal life and other areas?
Does this also work?
You can use this at
any age, on any level,
let's say in the
romantic field, on dates,
if you're a young
man, or in your marriage,
if you're a middle-aged man, you can do
it with your children.
(27:48):
I would do this with you
guys when you were growing up.
I would say, "All right,
if I take this approach,
let's see how they respond, and let's
take this approach."
And I'll tell you one,
that just real quickly,
it really made a huge difference.
It's in disciplining, and I would say,
let's say if one of you
children came up with kind of a,
sort of an irrational
(28:09):
response to something,
I could be firm and
disciplined, that's one approach,
and I could see your response.
And the other approach
was, I listened to you,
and I would say, "I could
see how that would really,
that would really get me angry too."
Totally disarm you.
(28:29):
By the way, that is
the technique that works.
I totally disarm you,
and all of a sudden,
your little mind, your
defensiveness just goes away,
and then you're
completely open, and then I say,
"But listen, this is
what you should be doing,
although I completely agree with you.
That would make me angry too, Wallace,
(28:49):
but we don't want to act on that.
This is how we need to deal with it."
It made a huge difference, and that was a
little split run I ran on you.
You see, you can run split runs.
So this is parenting gold right here.
It's parenting gold, and
it absolutely is the way
to parent children.
You tell them when
they're upset about something,
instead of overpowering them, which is
(29:09):
sort of the instinct of a parent,
like, "Why is that?"
Because you want
immediate and solid results.
So you think, "Well, if
I just raise my voice,
and I'm really firm, they're going to
know that that's not right,
and therefore I taught them a lesson."
(29:31):
But what you really do is you just bottle
up things inside of them
when you do that,
because you shut them down.
And I can't take credit for this.
I actually read this
in parenting magazines,
so I gave it a shot, a little split run.
So when one of you was really upset,
I tried this technique,
(29:52):
and it just blew me away.
I'm like, "You know, yeah, that would
really make me mad too."
Boom! All the defensiveness went away.
Nothing was bottled up, and you're
completely open to hear
rationality at that point.
That's really interesting, because I
think that carries over,
not just through parenting, but I'm going
to try that more with
(30:12):
my leadership as well.
Yes.
And I'll split run that approach.
Split run, and the people
you're dealing with have no idea
you're doing these
business-like split runs with them.
They're very effective.
They're very, very funny pigs.
But you're learning,
and remember I told you,
that's how you get inside the minds of
other people is through split running.
(30:33):
That's why I can...
I don't mean this in a nefarious way,
but I can control
other people's thinking,
because I've done so much split runs.
I know where they're coming
from, what they're thinking,
and I can go in there in such a way I can
bypass their defenses.
That's one of my skills now from all the
decades of doing split runs.
(30:53):
I can go in, I can go
around their defenses.
I mean, people who have
read my trilogy, Super Puzzle,
say how emotionally
affected they were from that.
That's because I was going
in and around their defenses,
as opposed to just a straight nonfiction
that's banging up there
against their defenses.
But my fiction goes around their defenses
(31:15):
and really touches them.
Same thing if a young man
or a young woman is dating,
they can do these little split runs.
They figure them out,
what they're going to do,
and how they're going to do it and do it.
Then they're like
little scientists there,
figuring out effective
ways of doing things.
And in the arts.
(31:35):
So, you know, your sister was pretty big
deal in the entertainment field.
She opened for One
Direction during that big smash,
biggest tour ever,
their North American tour.
She opened for them.
She was close with the One Direction guys
and toured with them,
traveled with them.
So she ran into a bit of a problem.
(31:57):
She called me one night.
She goes, "What am I going to do?
They're all girls who come
to the One Direction concerts
and they hate me.
They hate me because I'm
close and I have all my Facebook."
That was before what got
really big after Facebook.
Instagram?
Before Instagram, it was Facebook.
So she said, "What am I going to do?
(32:19):
I get to see it in their
eyes when I'm trying to perform
and they're glaring at me."
So they hated her because
they were kind of jealous of her.
They were totally jealous.
And you'd even see these crazy comments
online, these haters.
It's a big deal for an entertainer to
have all these haters.
They would say nasty things to her
because they were jealous
because she was so close
with the One Direction guys.
(32:42):
So she figured out a split run and
listened to what happened.
So she goes out every night and she's
glared at by these girls who hate her.
And first of all, they
want to see their boys.
They don't want to see her, right?
30,000 by 30,000 girls
who are just hating her.
They don't hate on her.
So then she goes out.
(33:03):
She figured this out on her own, but it's
one of these scientific split runs
that she did.
She goes out and she pulls
out her iPhone and she goes,
"Who wants to see the guys in the back?
They're just waiting to come out."
Girls scream, you know, "You need
earplugs to keep from going deaf."
I went to a couple of her concerts and
walked out, barely here.
(33:23):
But she goes, "Who do you--which guy back
there do you want to see you?"
"Nyle or Harry or
whoever they were, Liam."
Oh, you got it.
Who are the other two?
(33:44):
Anyway, so she said, "How about if I take
a picture of you right now
and send it to the boys in the back?"
30,000 girls went absolutely stunningly
crazy jumping up and down.
Instead of just sitting
there in stone silence
or jumping up and down.
So she would take pictures of the
(34:05):
audience and she would
send them to the guys.
Girls loved her after that.
There was a little split
run, a little psychology.
She got inside their minds and figured
out, "Right now I'm a
block--I'm a bridge--
I mean, not a bridge, but a block, a wall
to the boys in the back.
What if I become a bridge
(34:25):
to the boys in the back?"
A wall versus a bridge, psychology.
She got in their heads.
Now she knows those girls.
Huge turning point in her career.
So now she got massive.
She had millions of
followers on Facebook.
6 million, 8 million.
I don't remember now, but massive
(34:47):
following on Facebook
because she turned those
girls from haters to lovers.
So there's an example of a
split run in a personal situation.
I could go on and on,
but you get the idea here.
Look at the luck, how that changed her
from bad luck to amazingly good luck.
So this is the secret to learning who
(35:09):
you're after,
learning about your business,
how to make it better and better, how to
get rid of bad luck,
as she did, for example,
and the arts, and how to
manifest good luck in your life.
Wow.
And really it just comes
down to test, test, test.
That's it.
Test, test, test.
(35:29):
Now, in our podcast, Wallace, I've
decided over the next several podcasts,
I'm going to deliver life
lessons to be successful.
As you know, I'm preparing to
go on some external podcasts,
and the big problem I have is they want
(35:52):
me to define a specific subject matter.
That's the nature of those podcasts.
Yeah, it's been kind of tough because you
literally cover everything.
That's it, yes.
Because you use NeoThink.
NeoThink applies to business, your
personal life,
relationships, health, wealth, finances,
(36:12):
your free time and hobbies, you get into
philosophy, understand psychology,
and you created a whole new branch of
science, of
psychology, of NeoThink, Neotech.
As our last podcast, we see how it starts
here with the individual and just keeps--
Not only the individual.
And of course on the societal level too,
(36:33):
how can we forget immortality?
That's it, right.
And it actually starts with the baby, the
born baby, and how they
receive knowledge from the world.
And they are started off in this
following mode, and it just keeps growing
and growing and growing
until we jokingly said, when all is said
and done with immortality and all that,
I'll be joining Elon on space exploration
(36:55):
because it just keeps getting wider and
wider and broader and broader.
So how do I narrow down for external
podcasts beyond our podcasts to a
specific subject matter?
It just sells me so short of what I could
be presenting out there.
So this has been a little bit of a
(37:17):
challenge of figuring out how am I going
to now go out on third party podcasts?
And so this has been something that we've
been trying to work through.
There's a lot more in
the meet-see eye there.
But I will say this.
Somehow, I'm going to
(37:39):
have to brand myself.
The one thing is we've been struggling
and trying to figure out how to brand
Mark Hamilton out there.
The one common denominator that we've
noticed throughout all my
wide spectrum of knowledge,
I could be a business guru.
I could be an intellectual.
I could be a political slayer.
(38:01):
There's just so many
different directions I could go in.
But then when I stepped back and thought
about it, what I realized is this.
The common denominator on all those
subject matters and beyond is neothink.
It's teaching people limitless thinking.
You start off with lower level thinking,
(38:21):
what I call perceptual thinking.
See, react.
You go to work.
Here are your responsibilities.
I see them, I react.
I see I react.
Get bored.
Get a routine rut going.
You're sort of stuck.
So many people say, "I'm stuck.
I'm stuck in life."
That's perceptual or
lower level thinking.
Then some people do rise up
to a higher level thinking.
It's more impactful, more powerful.
(38:43):
So it's conceptual thinking,
where they think in concepts.
We talked about customer acquisition last
time and how this
little bake shop kind of
had just a lower level
thinking, just bake shop.
But if they put some concepts like a
monitor that shows them
baking up a big beautiful
cake or something, that's a concept.
(39:04):
Throw up another concept.
Let's get some of that aroma out there on
the pastures by,
especially during the heavy
traffic of foot traffic times.
That will draw you in.
That smell will draw you in.
That's another concept.
Another concept would
be touch, feel, taste.
I have a table.
They had two employees put one of them
out front during heavy
foot traffic time and have
(39:25):
some sliced up cupcakes or some fresh
baked bread and have samples for people.
So those are concepts.
You bring them together and you kind of
have a new full picture or
a NeoThink puzzle picture.
NeoThink is pulling together concepts
like puzzle pieces into a
puzzle picture, something
new and it's limitless.
(39:46):
NeoThink is limitless.
You can keep going and
going into these breakthroughs.
So how do I present myself?
How do I brand myself?
Well, maybe that's it.
Maybe brand myself as the discoverer,
deliverer of NeoThink,
a limitless thinking.
It lifts up the powerless into the
(40:08):
powerful through NeoThink.
That's how I've helped over 2 million
people through NeoThink at all levels.
Right.
Yeah.
I mean, that totally makes sense because
it's you and what the
results of that is kind of
you just show somebody how to create an
extraordinary life for themselves.
(40:29):
And you also show people how to create an
extraordinary business.
One step further is you show people how
to create an
extraordinary world, an extraordinary
society.
Yes.
But all of that is through NeoThink
through a limitless way of thinking.
Absolutely.
And look at the shirt
you're wearing, Immortalis.
(40:49):
That's our next big move.
Yeah, baby.
Yeah, starting a new country with no
initiatory force through the
prime laws, our constitution.
So this is NeoThink.
So I was trying to brand me
like, what do we talk about?
Do I talk about politics?
Do I talk about intellectual matters?
Do I talk about business?
Do I talk about relationships?
Do I talk about raising children?
(41:10):
As you can see, I'm pretty good at that.
What do I talk about?
What I'm going to talk about now is what
we're zeroing in on is
a new way of thinking, a
limitless way of thinking, NeoThink.
Right.
Yeah, that makes sense.
And I guess the other podcasts, whatever
their niche is, you
can talk into that niche.
Right.
If it's health, you can talk into health.
(41:31):
If it's business, you
can talk into business.
Yes.
If it's personal success, personal
growth, you can do that.
If it's philosophy, romantic
relationships, if it's raising your
children, if it's civilization
is screwing you over and holding you
down, holding you back,
well, we can talk about
that too, how we're going to free you,
(41:52):
how we're going to liberate you.
All right.
So Wallace, on your
webinars, I want to go back to that.
You're sitting on a gold mine and you're
going to tap that gold mine through what?
Test, test, test.
That's it, my man.
So that is what I'm asking you to do now.
And I'm asking you to do as well, to be
(42:15):
successful, test, test, and test.
And then test some more.
That's it.
I want them to go below right now to the
link to your free web
class because I'm telling
you what, it's going to be very, very
beneficial to your success.
Yeah.
It's a free web class.
I run about once a week and just click on
(42:35):
the link below or
somewhere around this video
will be a link.
So out with the bad luck
and with the good luck.
Let's do it.
Okay.
How are some people so lucky
and how do I become one of them?
Okay, so let's dissect luck here because
I'm going to tell you
by the time you're done,
by the time we're done today, you can be
a lucky person and anyone listening to
this podcast can become a lucky person.
They'll have other people saying, "Why
are you so lucky all the time?"
So let's get into it. First,
(00:20):
let me start with this comment.
Luck is a very real thing in business and
luck can break a business,
luck can make a business.
Luck plays a big role in business where
say something like poker, luck bounces
out over time and why is that?
It's because in poker you have hundreds
and then thousands of
hands that you play.
(00:40):
So over time just with all the large
numbers that you're dealing with, good
luck and bad luck will balance out.
But in business where you're staking
perhaps your savings, perhaps your life
savings and starting a business,
one episode of bad
luck could wipe you out.
Oh yeah, and a business, you know, just
(01:00):
to get it started takes like a year.
Yes, and in that time you
can run into some bad luck.
But I'm going to tell you how you can run
into some really good luck and how you
can bring that into your business and
almost guarantee yourself success.
So you're saying you have
the ability to control luck?
You know how?
I know how to bring good luck into your
life as opposed to bad luck.
(01:21):
Does this work in
business, life, everything?
I'm going to say that it will apply to
business, it will apply to your life and
it will apply to the arts as well.
The arts.
The arts.
Interesting.
Yes.
All right, well let's hear it.
All right, so when I started in my field
of business, I didn't know a lot.
But I had a lot of
(01:41):
energy and I was all gung-ho.
I used to say to my brother and my
father, in 10 years we're
going to be bigger than IBM.
I had a foolish statement of a brash
young man, but I had
the energy and the drive.
But what I didn't have is the knowledge.
Now in my business, publishing, which was
driven by direct mail, that back in the
(02:04):
70s and 80s and even 90s,
it was the largest form.
It dwarfed all other forms of marketing,
including television,
newspapers, magazines.
It was direct mail.
It dwarfed everything else.
So that was the main form of advertising.
It was.
Facebook ads now, Google
ads, it was direct mail.
It was direct mail.
That's right.
(02:24):
So there was something that early on I
learned that or I instinctively knew that
I needed more information.
I needed more knowledge.
I had to get inside the heads of those I
am reaching or
advertising to, reaching out to.
I had to figure out how they think, how
they viewed my piece.
(02:47):
Not how I viewed it,
but how they viewed it.
My piece, my advertisement,
were letters that I would write.
Because just for those of you who are for
a little background, my NeoThink books,
which I've sold millions of those,
I've sold 350 million dollars of my own
books that I've written.
It's books of self-improvement, of
(03:10):
business, of life, of success.
I had to get inside of my
potential customer's head.
I couldn't say in my own head, know what
they wanted or try to pretend
that I knew what they wanted.
But I had to start somewhere.
So I thought, well, if I send a letter
(03:31):
because I was a searcher and I was
searching for searchers,
those are the people who respond very
well to my literature, searchers.
Over the course of the past 45 years, as
you know, I brought in over 2 million
searchers into my private NeoThink club.
(03:51):
But I had to figure out how they viewed
me, how they viewed my advertisement,
which was a personal letter.
So in order to do that, I learned very
early about something that we call in the
direct mail business a split run.
Basically how a split run works is you
have, I have a list of potential
(04:13):
searchers that I'm trying to reach.
I would say, have my control letter, and
then I would make a variation of it or a
letter to compete against it.
Then I would, every other name on my
searcher's list would get one letter and
then the challenger, the
control and the challenger.
Then based on the data coming in, I would
(04:34):
learn, well, which one did better.
Then I could, at that point,
figure out why it did better.
Going into it, I have no idea what the
results are going to be.
People who think they know the results,
it's just a big I think.
I think means nothing in this business.
Metrics mean everything.
So I would do a split
(04:56):
run and get my data.
I learned more about the
person I was trying to reach.
I had gotten into their minds and these
potential searchers out there.
As I started doing this, I realized,
well, wait, if I can do a split run and
get the metrics on one variable,
why can't I increase the number of
(05:18):
variables and have multiple split runs
with every direct mailing?
I started increasing the numbers and the
numbers of the split
runs in every mailing.
I had a very unique
system that no one else had.
Basically, I would take different colored
Sharpies or magic markers and I would
take my reply envelopes
(05:39):
and I would tick them.
I'd run them down with different colors
so I knew what split run that came from.
So the split runs are
just tests, different tests.
Can you give me an example?
Sure, like testing a
headline would be one example.
Or testing the coupon
would be another example.
(05:59):
Or testing the size of the reply envelope
would be another example.
Or testing personalization versus a more
third party approach would be a test.
Testing women versus men.
Testing dentists versus doctors.
These are all different types of tests
that in the early days I was consumed by.
(06:20):
I wanted to know the minds of the people
I was trying to reach.
I got so sophisticated at it, I would
have split runs of 64 splits in one
mailing through the
sophisticated ticking system I had.
It was pretty amazing.
No other direct mailer out
there had anything like this.
(06:41):
So I would go up to 64
splits in one mailing.
I was just learning and learning and
learning, getting inside the minds of the
people I was reaching.
My father's wife used to call
me a world class psychologist.
I told her, "No, you can't call me that
because I'm not formally
trained in psychology."
But she said, "But you know more about
people's minds than
(07:02):
all the psychologists."
I said, "Right, that's because of this
technique of split runs."
So I learned.
And you've studied the
human mind for 45 years.
Okay, so yes, that's part of it too.
You're absolutely right about that.
So here we go.
Was that part of your study?
I'm sure it was.
It contributed to a lot of...
(07:22):
I mean, you could
literally test the mind.
That is a huge element in
studying the human mind.
I could study the human mind
like no psychologist could.
I have...
Let me put it this way.
I know emotional responses.
I know intellectual responses.
I know the difference between different
races, different
occupations, different age groups.
(07:44):
It all came about through this split
running, this testing.
Today they call it A-B
testing or split testing.
Right, online.
Back in the day we
called them split runs.
Okay.
So I was getting out there learning how
people thought, learning
their minds, understanding.
And at all levels, emotional, like I
(08:06):
said, intellectual, different groups,
different demographics.
It was an amazing learning experience
that I went through.
Now, in this process of doing split runs,
not only do you learn about your market,
learn about their psychology, but you
also will stumble upon luck.
(08:28):
Good luck.
Like what?
Okay, so here's a couple of examples.
Going into the Christmas holiday season
is usually not good for
publishers in direct mail
because people are buying information and
they're more into
buying gifts at that point.
So they don't necessarily want to buy
self-improvement
(08:49):
information, let's just say.
They're interested in
Christmas gifts and what have you.
So that is a down time for us.
However, my sophisticated method of
locating and finding searchers out there
that I wanted to mail to,
timing of hitting them
was very, very important.
(09:10):
In other words, I wanted
to get to them quickly.
I wanted to get to them before other
publishers got to them.
So I was sort of forced to mail these
names out, even going
into the worst season
for a publisher in direct
mail into the Christmas season.
So going into the Christmas season, I
told myself, well, I'm
going to take a loss.
(09:31):
I'm going to mail first class.
Now you have to understand, back in the
70s and 80s, first class
was just between friends,
writing friends or adult children writing
their parents who live on
different sides of the country
or kids away for the first time at
college writing home to their parents and
their parents writing them.
It was a very self-ins.
(09:51):
Before cell phones.
Before text messaging.
Right.
Oh, before all of that.
Right.
So it was a very
intimate sort of dynamic.
It was first class mail.
And that's what it was meant for.
Then the post office for businesses had
designed, had something
called third class mail
or back then you call it bulk mailing.
And that was for all the direct mailers,
(10:12):
all the publishers, all the catalogs,
and all that would mail through bulk mail
or third class mailing.
But first class moved
much faster than third class.
So I'm going into the holiday season.
I say, well, I'm going to take a loss.
I'm going to take a loss to get to my
searchers before other people do.
And I'll go ahead and bite the bullet.
(10:34):
And for the first time,
I'll pay for first class mail.
Now no direct mailers back then mailed
first class, particularly large direct
mailers such as myself.
They all use bulk mail.
So I go ahead.
I'm going to bite the bullet and I mail
first class going
into the holiday season.
To my shocking surprise, not only did it
(10:54):
do as well as the third class mailing,
but it did better.
It did better.
So not only, you know, what I was hoping
for was a trade off in my expenses.
I'm going to pay more, but
I'm going to get to them sooner.
So hopefully that will
offset some of my costs.
Well, it didn't just offset costs.
(11:16):
It was much superior the results as to
the third class, which was shocking.
No one's heard of that before.
Well, here's where I stumbled upon
something which I
categorize as good luck.
I stumbled upon this.
Look, I was a searcher.
I've always been a searcher all my life.
And I know what it's like to be a
searcher, not to just resign to sort of
(11:39):
the way things are out there.
I've always been a searcher.
All my life.
So I'm trying to find searchers out there
who will be on sort of
we'd have a same wavelength,
almost like a soulmate out there.
The searchers are not that common.
So that made me realize the psychology
that I was dealing with.
(12:00):
I'm a searcher.
I'm reaching out to other searchers.
So there is an intimate connection
between us, much more worthy
than bulk or third class mail.
What in those days
people called junk mail.
So here I was up till that point just
doing what all other direct mailers did
and trying to reach on a personal level
(12:23):
another searcher, another
soulmate with junk mail.
Now psychologically first class mail is
what I should have
been mailing all along.
But I stumbled upon
that through my split runs.
How does somebody know if
it's first class or junk mail?
Oh, it was back in the day.
It was very obvious.
(12:43):
You couldn't use for example red and blue
borders for first class.
You couldn't say air mail.
You couldn't say par all
the yon, French for air mail.
You couldn't say Corio Aereo.
So it was like branded first class.
It was branded.
You had a look and feel
like, oh, this is first class.
Well, not only that, but you could just
right away see this
upper right hand corner.
Even before I knew to put all the red and
(13:05):
blue border and all that,
you could just see right away, oh, this
is a first class mail.
So you either have a bill you're fearing
in there or you have
something special from a friend
or a relative or a loved one.
So they're getting
something from a loved one.
Me, I was their loved one.
Do you see what I'm saying?
Okay.
It just changed the whole psychology of
(13:27):
my letter that I was sending out.
Now instead of an advertisement, they're
looking at a love letter from me, a
searcher, to them, a searcher.
I've discovered them at that point.
I've discovered them.
So I switched and I
became the only mailer.
And my business peers
(13:49):
would say, you're nuts.
You're crazy.
And then of course
they try to pick my brain.
Why?
Because bulk mail was much cheaper.
They're saying you're
leaving so much money on the table.
Bulk mail was a fraction of
the cost of first class mail.
But I had my little secret and I tried to
keep it tight to the chest.
And I don't know if it would have
actually worked for
other mailers at that point
because they didn't have
that special connection.
(14:11):
So again, psychology
came into play there.
So that was one example of just stumbling
upon first class mail.
And so what did that do to your business?
Well, it lifted it up to another level.
I expanded rapidly.
Back in those days, you were competing to
get to names before other mailers.
I got to names before any
other mailer by a long shot.
(14:34):
So I was the first to these names, the
names that I wanted, the searchers,
after I did a lot of
computer work and study.
And we had a whole system that is
confidential on how to seek out the
searchers of the world.
So through all that, I got huge
advantages and I rapidly grew.
So that was one example.
Now with that rapid growth,
(14:54):
let me tell you what happened.
All mailers back then would mail more
like the big mailers
would mail quarterly.
I was a quarterly mailer back then to
four times a year, four times a year.
Oh, you do a big mass of
mailing four times a year.
And your your cutoff date, your deadline
would be usually 30 days.
(15:17):
What does that mean?
When by the time you have to place your
order, it's no longer valid.
Okay, so when you get the mail, you have
30 days, two or three days.
30 days.
And that was the standard back then.
No one would ever go less than 30 days.
They think you go less than 30 days,
you're going to lose a bunch of sales.
So that was that was the conventional
thinking back in those days.
So here I am mailing because I'm now
(15:38):
first class, I mail
weekly 52 times a year.
Everyone else is
mailing four times a year.
I'm mailing 52 times a year.
Now that became a logistical problem for
me because I have orders piling up
and or orders overlapping by the time
they mail it back and other mailings
already out and it
and phone calls coming.
(15:59):
It became very difficult initially.
And I thought, well, if I could just get
my deadline down to the same week
they received their mail, it would from
an organizational standpoint,
it would help clean up the nightmare I
was dealing with at the time.
(16:20):
So here's what I decided to do.
I decided to do a split run and I was
saying, well, I can take some loss
and the number of new customers, customer
acquisition, I can take some loss
in exchange for much more
organized, better operations.
So I bit the bullet and I did a cut off
(16:41):
the same week that
they received the mail,
the deadline, and that was considered
suicide to do something like that.
I mean, even just a two week
deadline would be considered
just cutting your orders dramatically.
So here I did it the same week they
received the mail on a Monday or Tuesday.
I would shoot for Tuesday.
(17:02):
That was the best day to receive a mail
with that Friday of a cut off date,
of an expiration date.
So I thought, okay,
well, here come the orders.
How much am I going to lose?
How much money am I
going to lose by doing this?
Well, lo and behold, it didn't even match
(17:22):
the numbers of this split test.
It dramatically improved the numbers.
So basically a searcher to a searcher,
first class mail, I'm saying,
look, if you're serious
to join me, let's do it.
Let's not diddle-dally around.
Let's do it right now.
The actual number of
orders increased at that point.
(17:43):
So that was never expected.
That's good luck that I stumbled upon.
I stumbled upon that.
I was just doing the deadline to try to
get better organizational
control over my company.
It turns out it's actually a booth.
Now, a lot of people
have copied me since,
because I'm always on the
front end of these things.
People see what works for me, and they
turn around and do it themselves.
(18:03):
Well, now online they do
like 10 minutes or 5 minutes.
Yeah, they all, but I'm the one who
originated all of that.
So you started the short deadline.
I started it all.
That's crazy.
Yeah.
Everybody does that.
Everybody does that.
Yeah, no, I know, because it works.
But I didn't know it worked.
I didn't go into that test with the
thought it was going to work.
(18:24):
I went into it thinking, well, how much
can I lose to gain
organizational control?
And as a result, my business boomed,
and that is stumbling accidentally or
incidentally onto good luck.
So how's that controlling luck?
Oh, because the more you do
split runs and split tests,
the more you're going to stumble upon
(18:45):
these incidental situations.
And that brings over the decades I
brought so much good luck into my company
through these incidentals, through these
things that were never even seen before,
because you can't see them.
They're beyond.
You don't know what you don't know.
And you can't see these things out there,
but your massive split runs,
and I know you're starting webinars now,
(19:08):
and you're doing testing on Facebook,
and that's one of the things I'm going to
require of you to go crazy
on your split testing to
draw leads into your webinars,
because you will stumble
upon situations you'll never,
in any other way,
shape, or form, stumble onto,
and that's bringing good
luck into your business.
(19:28):
By the way, over the
years, people have said,
"How do you get so lucky, Mark?
What's your secret?
What do you do to get these good luck in
your business all the time?"
I just smiled, and I know the answer,
which I'm giving to you now,
is massive split testing.
By the way, you're teaching that free web
(19:49):
class that is just incredible.
I want you to put the link below, because
people need to go to that.
It's incredible.
I mean, you learn so much.
You cannot miss it.
But I want to say something.
I picked up something that happened to
you, and you're advertising.
It wasn't even planned.
You weren't even
searching for this information.
(20:10):
But you're standing on a gold mine.
You are standing on a gold mine, and it
happened just by accident
because of your split testing.
On the bottom of one of your ads, you
just put the NeoThink logo.
All of a sudden, those leads not only
(20:30):
pull more numbers
than your other ad leads,
but they were warm leads because there
are people out there over the decades
who have gotten involved in NeoThink.
There's millions of them, and even more
so, there's many times that
who have received my letters over the
(20:52):
years who are warmed up to the NeoThink,
but they haven't become actual members.
Then you have those two million members
out there, so they see NeoThink,
and that's going to draw in a lot more
leads, which you just stumbled upon
on your split run just because you
(21:12):
happened to put the NeoThink logo
at the bottom of one of them.
You didn't even put
that on there to test it.
As a matter of fact, if I remember
correctly, you just put it on there.
You didn't even split run it.
Then all of a sudden,
through legacy data, you're like,
"Wait, this is pulling
so much more than before."
Then these leads come in, and you get
more orders because they're warm leads.
(21:33):
They're not pulled leads.
It was an accident, or I got lucky.
You got lucky.
You brought good luck, and
how did the luck come to you?
You were just testing a
bunch of random stuff.
That's it, man.
I'm telling you, this is
how you bring good luck,
and then people are going to
say, "How do you get so lucky?"
(21:53):
If you try this, you're going to be that
person where people say,
"How did you get so lucky?"
This is the key.
What's beautiful about it is not only are
you getting these incidentals out there
that turn out to be good
luck, but you're learning so much.
As I said, my father's wife used to say,
"You're a world-class psychologist."
(22:15):
Because, see, you get in and you learn
how people think and how they feel.
That makes you more and
more powerful as a marketer.
I'll give you one little example.
I went with my sister back in the day to
Fifth Avenue Advertising Agency,
world-class, one of the top advertising
(22:35):
agencies in the world.
I wanted to see, what if I brought
Neothink to these guys?
What could they do with it?
These guys had huge clients, and I sat
down in a big boardroom,
fancy building, big oval shape with
several top advertisers
sitting around the table.
They're telling me all these things they
(22:55):
can do for Neothink and my Neothink books
and how they can advertise these and make
it more public and so on.
They're showing me all
these potential campaigns.
Then I would ask them some questions.
I would say, "How do you know?"
Or, "Why do you go in this direction?
What do you know about
(23:15):
the person you're targeting?
What do you know about their mind?"
It was just a big stare of silence.
"What do you mean?
These are just our ideas.
I'm sure it will work. You're sure how."
These top marketers in the world at the
time, on Fifth Avenue,
they were just guessing.
(23:37):
More or less. They're
experts, but you know what?
They're working with other people's
money, with my money.
They're going to be working
with my money to figure it out.
I'm not down with that.
I want to work with my money with insight
into who I'm reaching.
(23:58):
At the time, I was not
some Fortune 500 company
that could blow $50 million or $20
million on this ad campaign.
That's not who I was.
I had to know each step of the way by
penetrating the minds
of those whom I'm reaching to know if I'm
(24:18):
on the right track or the wrong track.
If I'm on the wrong
track, I can change it.
If I'm on the right track, I can move
further in that direction
to improve it more, and then through
split run, through split testing,
I can either go more in a certain
direction or move away
from a certain direction.
These guys just want to
get a big wad of money,
(24:40):
spin it on an idea, and see how it does.
I was not comfortable with
that. I called the meeting.
I said, "Guys, it's
not going to work out."
"Well, we're not done
yet with our presentation."
"Well, no. It's just
not going to work out."
Okay, so that's how
it works for business.
You just test a bunch
of different things,
and then you will increase your
(25:00):
probability or likelihood
of being successful stumbling upon
something that's considered luck.
That's how you control luck.
That is. However, the
luck part is just a bonus
because what's really going on
(25:21):
and why I say if you want to be
successful, you have to take this path.
You need to test,
test, test, and then test.
It's in your DNA, man. You have to test.
Always. Everything
you do has to be a test.
If you have an idea,
let's say about a headline,
don't just come up with an idea.
(25:42):
Come up with a test, a split run, so you
can test that against the control.
Or you can test it six different ways.
You need to always test, and the
beautiful thing about online
is how easy testing is.
It's much simpler than direct mail was.
So you can test more,
and you can test faster,
and get your response right away.
It's a wonderful thing. It's
(26:02):
a beautiful field to be in.
That is going to be your greatest asset
to success is test, test, test, test.
The incidental will be
these things you stumble upon,
which are really good luck,
and that's the way you bring
good luck into your business.
Now, by doing all these split tests, too,
you get bad luck out of your business.
Because bad luck is spending like those
Fifth Avenue advertisers
(26:23):
spending a lot of money on a campaign,
and then the campaign fails.
That's bad luck. You avoid that.
You are basically getting
bad luck out of your path
by doing split runs, by
doing split testing constantly.
Anything that's not working, you're going
to spend minimal money on that,
and it goes away as you
(26:44):
move in the other direction.
So you get bad luck out of your company,
and you bring good
luck into your company,
all while learning
who you're marketing to,
what works and what doesn't work and why.
This is truly a key to marketing success.
Wow, okay. So test, test,
test is the lesson here,
and then you don't have
to be controlled by luck,
(27:07):
and you can control luck by test, test,
testing, and then testing.
Right, and get rid of the bad luck.
Bad luck will bring down businesses,
but you're going to be
minimally affected by bad luck
through these cost-efficient split runs,
and the campaigns that aren't working,
you have a small investment in that,
you drop it, and you
(27:28):
move in the other direction.
Okay, and so we talked
about how it applies,
how to control luck in business,
but what about your
personal life and other areas?
Does this also work?
You can use this at
any age, on any level,
let's say in the
romantic field, on dates,
if you're a young
man, or in your marriage,
if you're a middle-aged man, you can do
it with your children.
(27:48):
I would do this with you
guys when you were growing up.
I would say, "All right,
if I take this approach,
let's see how they respond, and let's
take this approach."
And I'll tell you one,
that just real quickly,
it really made a huge difference.
It's in disciplining, and I would say,
let's say if one of you
children came up with kind of a,
sort of an irrational
(28:09):
response to something,
I could be firm and
disciplined, that's one approach,
and I could see your response.
And the other approach
was, I listened to you,
and I would say, "I could
see how that would really,
that would really get me angry too."
Totally disarm you.
(28:29):
By the way, that is
the technique that works.
I totally disarm you,
and all of a sudden,
your little mind, your
defensiveness just goes away,
and then you're
completely open, and then I say,
"But listen, this is
what you should be doing,
although I completely agree with you.
That would make me angry too, Wallace,
(28:49):
but we don't want to act on that.
This is how we need to deal with it."
It made a huge difference, and that was a
little split run I ran on you.
You see, you can run split runs.
So this is parenting gold right here.
It's parenting gold, and
it absolutely is the way
to parent children.
You tell them when
they're upset about something,
instead of overpowering them, which is
(29:09):
sort of the instinct of a parent,
like, "Why is that?"
Because you want
immediate and solid results.
So you think, "Well, if
I just raise my voice,
and I'm really firm, they're going to
know that that's not right,
and therefore I taught them a lesson."
(29:31):
But what you really do is you just bottle
up things inside of them
when you do that,
because you shut them down.
And I can't take credit for this.
I actually read this
in parenting magazines,
so I gave it a shot, a little split run.
So when one of you was really upset,
I tried this technique,
(29:52):
and it just blew me away.
I'm like, "You know, yeah, that would
really make me mad too."
Boom! All the defensiveness went away.
Nothing was bottled up, and you're
completely open to hear
rationality at that point.
That's really interesting, because I
think that carries over,
not just through parenting, but I'm going
to try that more with
(30:12):
my leadership as well.
Yes.
And I'll split run that approach.
Split run, and the people
you're dealing with have no idea
you're doing these
business-like split runs with them.
They're very effective.
They're very, very funny pigs.
But you're learning,
and remember I told you,
that's how you get inside the minds of
other people is through split running.
(30:33):
That's why I can...
I don't mean this in a nefarious way,
but I can control
other people's thinking,
because I've done so much split runs.
I know where they're coming
from, what they're thinking,
and I can go in there in such a way I can
bypass their defenses.
That's one of my skills now from all the
decades of doing split runs.
(30:53):
I can go in, I can go
around their defenses.
I mean, people who have
read my trilogy, Super Puzzle,
say how emotionally
affected they were from that.
That's because I was going
in and around their defenses,
as opposed to just a straight nonfiction
that's banging up there
against their defenses.
But my fiction goes around their defenses
(31:15):
and really touches them.
Same thing if a young man
or a young woman is dating,
they can do these little split runs.
They figure them out,
what they're going to do,
and how they're going to do it and do it.
Then they're like
little scientists there,
figuring out effective
ways of doing things.
And in the arts.
(31:35):
So, you know, your sister was pretty big
deal in the entertainment field.
She opened for One
Direction during that big smash,
biggest tour ever,
their North American tour.
She opened for them.
She was close with the One Direction guys
and toured with them,
traveled with them.
So she ran into a bit of a problem.
(31:57):
She called me one night.
She goes, "What am I going to do?
They're all girls who come
to the One Direction concerts
and they hate me.
They hate me because I'm
close and I have all my Facebook."
That was before what got
really big after Facebook.
Instagram?
Before Instagram, it was Facebook.
So she said, "What am I going to do?
(32:19):
I get to see it in their
eyes when I'm trying to perform
and they're glaring at me."
So they hated her because
they were kind of jealous of her.
They were totally jealous.
And you'd even see these crazy comments
online, these haters.
It's a big deal for an entertainer to
have all these haters.
They would say nasty things to her
because they were jealous
because she was so close
with the One Direction guys.
(32:42):
So she figured out a split run and
listened to what happened.
So she goes out every night and she's
glared at by these girls who hate her.
And first of all, they
want to see their boys.
They don't want to see her, right?
30,000 by 30,000 girls
who are just hating her.
They don't hate on her.
So then she goes out.
(33:03):
She figured this out on her own, but it's
one of these scientific split runs
that she did.
She goes out and she pulls
out her iPhone and she goes,
"Who wants to see the guys in the back?
They're just waiting to come out."
Girls scream, you know, "You need
earplugs to keep from going deaf."
I went to a couple of her concerts and
walked out, barely here.
(33:23):
But she goes, "Who do you--which guy back
there do you want to see you?"
"Nyle or Harry or
whoever they were, Liam."
Oh, you got it.
Who are the other two?
(33:44):
Anyway, so she said, "How about if I take
a picture of you right now
and send it to the boys in the back?"
30,000 girls went absolutely stunningly
crazy jumping up and down.
Instead of just sitting
there in stone silence
or jumping up and down.
So she would take pictures of the
(34:05):
audience and she would
send them to the guys.
Girls loved her after that.
There was a little split
run, a little psychology.
She got inside their minds and figured
out, "Right now I'm a
block--I'm a bridge--
I mean, not a bridge, but a block, a wall
to the boys in the back.
What if I become a bridge
(34:25):
to the boys in the back?"
A wall versus a bridge, psychology.
She got in their heads.
Now she knows those girls.
Huge turning point in her career.
So now she got massive.
She had millions of
followers on Facebook.
6 million, 8 million.
I don't remember now, but massive
(34:47):
following on Facebook
because she turned those
girls from haters to lovers.
So there's an example of a
split run in a personal situation.
I could go on and on,
but you get the idea here.
Look at the luck, how that changed her
from bad luck to amazingly good luck.
So this is the secret to learning who
(35:09):
you're after,
learning about your business,
how to make it better and better, how to
get rid of bad luck,
as she did, for example,
and the arts, and how to
manifest good luck in your life.
Wow.
And really it just comes
down to test, test, test.
That's it.
Test, test, test.
(35:29):
Now, in our podcast, Wallace, I've
decided over the next several podcasts,
I'm going to deliver life
lessons to be successful.
As you know, I'm preparing to
go on some external podcasts,
and the big problem I have is they want
(35:52):
me to define a specific subject matter.
That's the nature of those podcasts.
Yeah, it's been kind of tough because you
literally cover everything.
That's it, yes.
Because you use NeoThink.
NeoThink applies to business, your
personal life,
relationships, health, wealth, finances,
(36:12):
your free time and hobbies, you get into
philosophy, understand psychology,
and you created a whole new branch of
science, of
psychology, of NeoThink, Neotech.
As our last podcast, we see how it starts
here with the individual and just keeps--
Not only the individual.
And of course on the societal level too,
(36:33):
how can we forget immortality?
That's it, right.
And it actually starts with the baby, the
born baby, and how they
receive knowledge from the world.
And they are started off in this
following mode, and it just keeps growing
and growing and growing
until we jokingly said, when all is said
and done with immortality and all that,
I'll be joining Elon on space exploration
(36:55):
because it just keeps getting wider and
wider and broader and broader.
So how do I narrow down for external
podcasts beyond our podcasts to a
specific subject matter?
It just sells me so short of what I could
be presenting out there.
So this has been a little bit of a
(37:17):
challenge of figuring out how am I going
to now go out on third party podcasts?
And so this has been something that we've
been trying to work through.
There's a lot more in
the meet-see eye there.
But I will say this.
Somehow, I'm going to
(37:39):
have to brand myself.
The one thing is we've been struggling
and trying to figure out how to brand
Mark Hamilton out there.
The one common denominator that we've
noticed throughout all my
wide spectrum of knowledge,
I could be a business guru.
I could be an intellectual.
I could be a political slayer.
(38:01):
There's just so many
different directions I could go in.
But then when I stepped back and thought
about it, what I realized is this.
The common denominator on all those
subject matters and beyond is neothink.
It's teaching people limitless thinking.
You start off with lower level thinking,
(38:21):
what I call perceptual thinking.
See, react.
You go to work.
Here are your responsibilities.
I see them, I react.
I see I react.
Get bored.
Get a routine rut going.
You're sort of stuck.
So many people say, "I'm stuck.
I'm stuck in life."
That's perceptual or
lower level thinking.
Then some people do rise up
to a higher level thinking.
It's more impactful, more powerful.
(38:43):
So it's conceptual thinking,
where they think in concepts.
We talked about customer acquisition last
time and how this
little bake shop kind of
had just a lower level
thinking, just bake shop.
But if they put some concepts like a
monitor that shows them
baking up a big beautiful
cake or something, that's a concept.
(39:04):
Throw up another concept.
Let's get some of that aroma out there on
the pastures by,
especially during the heavy
traffic of foot traffic times.
That will draw you in.
That smell will draw you in.
That's another concept.
Another concept would
be touch, feel, taste.
I have a table.
They had two employees put one of them
out front during heavy
foot traffic time and have
(39:25):
some sliced up cupcakes or some fresh
baked bread and have samples for people.
So those are concepts.
You bring them together and you kind of
have a new full picture or
a NeoThink puzzle picture.
NeoThink is pulling together concepts
like puzzle pieces into a
puzzle picture, something
new and it's limitless.
(39:46):
NeoThink is limitless.
You can keep going and
going into these breakthroughs.
So how do I present myself?
How do I brand myself?
Well, maybe that's it.
Maybe brand myself as the discoverer,
deliverer of NeoThink,
a limitless thinking.
It lifts up the powerless into the
(40:08):
powerful through NeoThink.
That's how I've helped over 2 million
people through NeoThink at all levels.
Right.
Yeah.
I mean, that totally makes sense because
it's you and what the
results of that is kind of
you just show somebody how to create an
extraordinary life for themselves.
(40:29):
And you also show people how to create an
extraordinary business.
One step further is you show people how
to create an
extraordinary world, an extraordinary
society.
Yes.
But all of that is through NeoThink
through a limitless way of thinking.
Absolutely.
And look at the shirt
you're wearing, Immortalis.
(40:49):
That's our next big move.
Yeah, baby.
Yeah, starting a new country with no
initiatory force through the
prime laws, our constitution.
So this is NeoThink.
So I was trying to brand me
like, what do we talk about?
Do I talk about politics?
Do I talk about intellectual matters?
Do I talk about business?
Do I talk about relationships?
Do I talk about raising children?
(41:10):
As you can see, I'm pretty good at that.
What do I talk about?
What I'm going to talk about now is what
we're zeroing in on is
a new way of thinking, a
limitless way of thinking, NeoThink.
Right.
Yeah, that makes sense.
And I guess the other podcasts, whatever
their niche is, you
can talk into that niche.
Right.
If it's health, you can talk into health.
(41:31):
If it's business, you
can talk into business.
Yes.
If it's personal success, personal
growth, you can do that.
If it's philosophy, romantic
relationships, if it's raising your
children, if it's civilization
is screwing you over and holding you
down, holding you back,
well, we can talk about
that too, how we're going to free you,
(41:52):
how we're going to liberate you.
All right.
So Wallace, on your
webinars, I want to go back to that.
You're sitting on a gold mine and you're
going to tap that gold mine through what?
Test, test, test.
That's it, my man.
So that is what I'm asking you to do now.
And I'm asking you to do as well, to be
(42:15):
successful, test, test, and test.
And then test some more.
That's it.
I want them to go below right now to the
link to your free web
class because I'm telling
you what, it's going to be very, very
beneficial to your success.
Yeah.
It's a free web class.
I run about once a week and just click on
(42:35):
the link below or
somewhere around this video
will be a link.
So out with the bad luck
and with the good luck.
Let's do it.
Okay.
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