Top Gun

“Maverick” vs. “Goose” segments of your niche

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Yesterday, I sent a handraiser email asking readers if, assuming they have an email list, they get on average 30 or more new subs each week. I got two kinds of replies. See if you can spot the pattern:

#1. No

#2. No!

#3. I do not. But that would be awesome. even 3 a week would be good for me

#4. Nope. 😕

#5. Hell no

#6. I wish LOL

#7. yea

#8. Yes!

#9. Yes, I do… I use linkedin/Facebook and Instagram organic to drive leads.

#10. I get about 100-150 a week and about 30-35 unsubs per week (daily emails)

#11. I get that a day.

#12. Daily

I appreciate everyone who replied. And as thanks for that, let me share a distinction I make, which might be useful to you, called the “Maverick” vs. “Goose” segments.

I first made this distinction last year, when looking at three successful coaching clients I’ve had, each of whom was writing daily emails as a major part of their business.

I looked for commonalities.

One commonality I found was that each of these clients focused on the “Maverick” segment of their audience.

If you have ever seen Top Gun, you know that the movie is about Maverick, played by Tom Cruise. Maverick is the cool, good-looking, talented fighter pilot who inevitably gets the girl and the glory by the end of the movie.

And then there’s Goose, played by Anthony Edwards. Goose is Maverick’s likeable, goofy-looking sidekick, who never gets to fly the plane and who is ritually sacrificed halfway through the movie.

So the question becomes, who do you want to build a business around? Maverick or Goose?

I looked at those 3 coaching students I’d had, each of whom was doing very well. I saw all three focused on the Maverick segment of their niche. Specifically:

* In the “basketball” niche: On high school coaches, rather than high school players

* In the “fitness” niche: On 44-year-olds, rather than 24-year-olds

* In the “marketing” niche: On people who want time, rather than people who want money

My point being:

Yes, some niches are more promising than others to start. You’re more likely to find players with money subscribing to an investing newsletter than replying to a debt relief ad.

But within each niche, regardless of how initially promising or unpromising, there are also the Maverick and Goose segments.

If you’ve already got an audience, or if one is building up for you as we speak, it makes sense to find a binary question you can ask people to classify them as either Maverick or Goose, and then to focus your efforts on working with the Maverick segment, at least based on what I’ve seen.

And on that note, if you haven’t yet replied to my handraiser yesterday:

If you have an email list, do you on average get 30 or more new subscribers every week?

If you do, let me know. I mainly want to know who you are and what you do. I don’t have any particular agenda, though I do have a half dozen possible ways you could help me or I could help you.

The biggest egos in the world

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One morning in 1985, actor Val Kilmer staggered to his bathroom and got ready to shave. He squinted because of how sleepy he still was. But then he spotted something in the mirror that shocked him awake.

In the middle of Kilmer’s chest a perfectly round bruise, the size of a 50-cent piece.

“I didn’t drink,” Kilmer said to himself. “I didn’t fall during the night. What could stab me like this in the chest?”

After a moment, the realization hit him.

The night prior, Kilmer had gone out partying with a bunch of Navy pilots. He was about to start shooting Top Gun, and he was trying to get into the role of Iceman.

The real Navy fighter pilots liked Kilmer a lot.

“You’re the actor that we’re most like,” they kept yelling the whole night. “You got good hair!”

And each time the fighter pilots said this, they emphasized their point by stabbing their fingers into the middle of Kilmer’s chest. That’s how he got the bruise.

Kilmer later said,

“The only egos bigger than actors are rock stars. And the only people beyond that are fighter pilots. They have the biggest egos on the planet.”

My point being, in spite of how it might look in the insular direct response world, email copywriters do not have the biggest egos in the world. Likewise, copywriting and marketing newsletters, podcasts, and books are not the most valuable things to read and study if you want valuable ideas, stories, and inspiration.

I recently made a list of 10 sources where I get ideas for my daily emails.

Most of these sources were predictable, or I had written about them already in emails prior.

But there was one source that I haven’t really talked about much.

And that’s analyses, documentaries, and original material about entertainment I love. Analyses and background info on Looney Tunes cartoons… William Goldman screenplays… Farside comics… and of course, Top Gun. For example, The Val Kilmer story above came from Danger Zone, a feature-length documentary about making of Top Gun.

So that’s my advice for you for today:

Think about your favorite movies, books, TV shows. Read about how they were made, or track down a documentary that saves you from reading.

You will get great ideas you can apply to your business, and in the most enjoyable format, since you will be digging into something you love.

And if you happen to love Top Gun:

I can’t recommend that Danger Zone documentary enough. It’s fascinating, and not just if you are a die-hard Top Gun fan. The documentary shows how complex it is to produce an hour and a half of seamless entertainment… how many specialists are involved… how much thinking lies behind seemingly simple decisions… how many layers of persuasion go into even a jockish, commercial, fantasy flick like Top Gun.

In case you are interested, you can find Danger Zone on YouTube in two parts. Here’s part 1:

Top Gun and the future of marketing

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“You know what one of the greatest scripts ever written in the history of Hollywood is? Top Gun.”

There’s a 90s movie called Sleep With Me. I know just a single scene of it, but I know that scene well.

The scene shows a party where Quentin Tarantino (real-life Quentin Tarantino) is talking to some other guy. They are discussing Top Gun — my favorite movie of all time – and they give a new interpretation of it.

“The whole idea is subversion,” Quentin says. “You want subversion on a massive level.” That’s why Top Gun is so great.

“What is Top Gun?” Quentin asks. “You think it’s a story about a bunch of fighter pilots.” He shakes his head.

“It is a story about a man’s struggle with his own homosexuality.”

The other guy in the scene chuckles. He thinks it’s a joke.

But no. Quentin hits him with the proof…

… which won’t mean much to you if you’ve never seen Top Gun. If you’ve been deprived like that, you might want to take a 100-minute break right now to watch it (highly recommended) so the rest of this email makes sense.

You’re back already? Good to have you. So here’s what Quentin says about Top Gun:

Maverick is right on the edge.

On the one side, Iceman and his crew represent the “gay way.”

On the other side, Kelly McGillis represents heterosexuality.

But Maverick won’t have sex with Kelly. Halfway through their first date, he rides off on his motorcycle, leaving her frustrated.

So in the next scene, she dresses like a man — in a fighter pilot jacket and baseball cap — to pull Maverick back through subterfuge.

But it doesn’t work, not long term. By the end, Maverick joins Iceman and all the other fighter jocks.

They are fighting the MiGs. “They are this gay fighting force,” says Quentin. And then the movie ends with the climactic exchange between Maverick and Iceman, which Quentin caricatures only slightly:

Iceman: You can ride my tail any time.

Maverick: You can ride mine.

Do I hear you groaning? Maybe you think this whole scene is just tasteless 90s humor. Maybe you’re right. But get this:

I first heard about this scene some 20 years ago. It gave me a kind of thrill, and completely changed the way I see Top Gun. That’s why I often share this scene with other people. And many of them get a kick out of it too, and they remember it and they pass it on also.

So you think there’s something there?

I think so. At least that’s my takeaway for you — a check you can cash:

You might have heard that stories are powerful in marketing. And it’s true.

But like I’ve written recently, people might consume your story-based marketing… and still not want to buy your stuff. It takes a lot more than just fancy storytelling.

Because after your story, your prospect might feel like you tricked him into your pitch…

Or maybe he made up his mind long ago he won’t respond to any advertising, not even if it’s subtle…

Or he might have this stubborn belief, that even though your story tells him differently, your product can’t help him, not really, not him.

So I’d like to suggest that the future of marketing is going to be something like that Quentin Tarantino scene above.

Maybe you’re curious about the details of what I have in mind.

That’s classified. I could tell you… but then I’d have to kill you.

But it might be something I share in my top-secret newsletter. And soon. If you’d like to sign up for that, click here and fill out the form.

Idea sex positioning

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“Star Wars on Earth”

That was the initial four-word summary of Top Gun, in the mind of its producer Jerry Bruckheimer.

I’ve read much of Hollywood works this way.

Take an existing successful idea… combine it with something else… and boom, you got yourself the next Avatar (“Dances with Wolves in space”).

James Altucher calls this idea sex.

It’s not just a way to make the next Hollywood blockbuster. It’s also a great way to come up with new business ideas. For example:

I once found the “S&P 500 of the vacation rental industry.” The company is called AirDNA, and just from that short description, it’s pretty clear what it does. From what I could find, AirDNA revenue was $8 million a year.

Instacart was “Uber for groceries.” So much so that last year, when Uber launched its grocery delivery service Cornershop, Instacart sued. No wonder Instacart is feeling territorial. The 2020 valuation for Instacart was over $13 billion.

But what if you’ve already got a business are you’re not looking to launch a new idea?

You might still be able to use idea sex to give your business better positioning.

Just look for an analogy. Ask yourself what your business is similar to, or could be similar to.

“The Best Buy of the adult industry.”

“The Louis Vuitton of festivals.”

“The Nike of e-sports.”

You might have to change what you do a bit… or drop some things you thought were core to your business.

But do it right, and you will have powerful positioning. And that means you will make more money, with less work.

Ok, so much for positioning. Now on to the pitch:

I write a daily email newsletter. It is like the Far Side, but about marketing and copywriting. If you’d like to try it out, click here to sign up.

Star Wars on Earth or elsewhere

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“It’s Star Wars on Earth!”

That’s what Hollywood producer Jerry Bruckheimer said after reading a May 1983 article in California Magazine. The article described a special flight school for the Navy’s best pilots.

Bruckheimer knew he had to make a movie out of it. So he bought the rights to the magazine article — title, “Top Guns.” He got two screenwriters who loved flying to drop the final ‘s’ and start developing it into a script.

A couple days ago, I sent out an email with a Top Gun theme. That made me track down and rewatch a fantastic documentary I saw once on YouTube about the making of Top Gun.

The documentary is called Danger Zone. It’s got interviews with the film’s producers… the editors… the stars… the cameramen… the special effects guys… even Giorgio Moroder, the Oscar-winning composer who wrote and produced the iconic songs.

But it’s not just my boyish love of Top Gun that makes this documentary so interesting.

For one thing, it shows how complex it is to produce an hour and a half of seamless entertainment… how many specialists are involved… how much thinking lies behind seemingly simple parts… how many layers of subtlety go into even a jockish, commercial, fantasy flick.

But that’s not the biggest lesson I got from it all.

The biggest lesson — and what I want share with you tonight — is the role of chance and obstacles in the final result.

I won’t retell all the “this can’t possibly work” stories from the making of Top Gun. Watch the documentary for that. But if you’re interested in doing any kind of complex, creative work, the lesson is timeless:

Things will break. There will be deviations from your original plan. You will run into obstacles that threaten the very project.

That’s all normal. Expect it. Accept it. And with a bit of luck and good timing, the final result you produce will be stronger for it — Star Wars, in whatever market or niche you’re in.

Finally, here’s a blockbuster recommendation:

Sign up for my email newsletter. It’s free, and I share stories and ideas related to writing and marketing, much like what you’ve just read.

Top Gun II: Mystery Upwork Bogey

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The big news for me over the last week is that we finally have a trailer for Top Gun II: Maverick.

I don’t have high hopes.

The original Top Gun, which came out some 30 years ago, is my favorite movie of all time.

But I can’t imagine that today’s metoo Hollywood could make a worthy sequel to that hyper-chaddy, testosterone-dripping circle jerk.

Even so, I’m sure I’ll go see the movie when it comes out in 2020.

For today, I have the original Top Gun in mind.

Because a few days ago, I was talking to a a fellow freelance copywriter who lives in the fine city of Manchester.

He was asking what I thought of the recent changes on Upwork.

In a nutshell, freelancers now have to pay around $1 to apply for a job.

I’m not on Upwork any more, but if I were, I wouldn’t care about this.

Because of my “bogey.”

No, it’s not a MIG-29 that suddenly blipped up on the radar. Instead, a bogey in direct marketing is the maximum price you are willing to pay for a customer.

Let me give you an example:

Many summers ago, when I was starting out on Upwork, an average first-time client would net me around $200.

At the same time, I’d get on average 3 new clients from each 30 applications I sent in.

If my math is right, that means each targeted and smart application I submitted was effectively worth $20 in business for that month.

In other words, $20 was my “bogey.”

And so, if Upwork had been charging me $1 to apply to a job, it would basically be a no-brainer to keep applying to any jobs that I thought were a good fit.

And that’s not even counting knock-on effects such as repeat business, a plumper portfolio, spontaneous referrals, or awakening the Upwork recommendation algorithm.

So here’s my tip for you for today:

Whether you are on Upwork or you are after other clients or customers, it makes sense to calculate your bogey.

And if it’s at least as great as your cost of acquiring those customers or clients…

Then get in that dogfight and engage, Maverick.

By the way, I still haven’t put up my Upwork book for sale since taking it off Amazon. While it’s in the hangar, if you do have any Upwork questions, send me an email and I’ll help if I can.