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Authority figures are critical for inspiring people and justifying their attention. Look for ones who are already prominent on major news and talk shows. The more qualified and famous, the better.

Good authority figure storylines include: quitting because they never targeted the root cause of a problem; unable to help a specific person despite expertise; forced to find answers when a close person develops the problem; previously fixed the problem for celebrities but stumped by a new case.

Typically, authority figures have fallen to rock bottom before rising to prominence, giving them excellent stories for marketing. Use questions to draw out their full story.

Don't overpay celebrities. A fair deal is 1% of revenue up to 10% of profit, plus $1000 per hour for their first video shoot.

To find an authority figure, identify targets and reach out directly with an overview of your business plan and opportunity.

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The narrator initially used "nightmare stories" in ads because they grab attention, but realized this associates pain with a brand, hurting long-term value. Despite short-term sales, fear-based ads can emotionally destroy people. The narrator's girlfriend's brother was inspired by such ads and became paranoid, stockpiling supplies.

Instead, hook people with fascinating topics and positive emotions. Provide hope and compare dream scenarios. For example, one ad highlighted a tribe staying young due to a secret. Another featured a dermatologist's dark spot removal secret. These inspire positive feelings towards a brand.

Douchey, fear-based ads may get sales but wreck brands. Fascinating, positive ads build brands people love. The narrator wishes he stuck with his brand longer instead of selling too early. Long-term brand value grows exponentially.

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Here is a condensed summary of the main points from the text:

VSL Creative Structure Notion document helps you stay organized when creating multiple video sales letters (VSLs) for different leads, hooks, and products. It keeps all your VSL scripts, files, and links in one place.

Use a naming system like H1, L1, VSL1, C1 to track different test variations. H=hook, L=lead, VSL=video sales letter, C=close.

Put link to final VSL asset so you can access it. Insert script into sections for leads, hooks, products. Add notes on why you think a specific lead or hook will work.

Use filters to view specific groups of leads, hooks, products, final assets. Easy to find what you need. Streamlines scaling testing efforts.

Focus testing on finding best lead, hook, close, VSL combo. Lead 2, Hook 4, Close 2 = most profitable VSL. Combine top performing pieces into new VSL.

Copy this Notion structure to stay organized. Duplicate it and customize for your business.

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Here is a condensed summary of the main points from the text in 197 words:

The narrator explains how to create a proven "way to the sale" for a marketing campaign. This is like a "treasure map" that guides the customer to purchase. It should flow smoothly from the initial pitch to the final ask for money.

He analyzes several real-life examples of successful marketing campaigns that made millions of dollars. Each campaign had a compelling backstory and flow to convince strangers to purchase. For example, one campaign told a story of personal struggle and eventual triumph in mastering a skill. This built credibility before asking for money.

The narrator advises mapping out your own way to the sale before hiring a copywriter. Figure out the backstory, pivotal transformation moment, and ending call to action. Base it on your own experiences or model it after other winning formulas. The copywriter can then follow this "treasure map" to write a high-converting sales script.

In summary, create a logical flow from introducing your authority to making a solid pitch for your offer. This proven way to the sale sets up the customer to say "shut up and take my money!"

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Here is a condensed summary of the main points from the text:

Shiny object syndrome is bouncing around from thing to thing without focus. But VSLs should not be abandoned - they are the most profitable way to advertise online.

It took the narrator six months of struggle before finally having success with VSLs at Mindvalley. Out of 32 VSLs, only 4 became big campaigns. But the grind was worth it - Mindvalley reached new levels of success.

The narrator encourages persevering through difficult times, because persistence leads to success. Start by taking small actions, and build momentum over time.

The narrator invites the audience to join the community and share wins. Additional resources are provided to help with VSLs.

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