“Music is essentially 12 notes between any octave – 12 notes and the octave repeats. It’s the same story told over and over, forever. All any artist can offer this world is how they see those 12 notes. That’s it.”
-Bobby Maine (played by Sam Elliott) in A Star is Born (2018)
The quote above reinforces one of my core beliefs:
“Not everyone can be Thomas Edison.”
That is, I don’t believe you need to constantly invent new products to make a huge impact.
Maybe that’s my way of justifying my existence because I have never invented anything new.
But justify I will…because there is gold in every “12 Notes” I (and you) share.
When I think I must be a loser because I haven’t invented anything new, I also know there are many other ways to “invent.”
Innovation trumps invention for us mortals. 🙂
I was reminded of this concept from a blog post I read this past week from my buddy Kevin Rogers (copywriting coach extraordinaire).
The post talked about “using funk to get out of a funk” …specifically:
You start with the big names—Earth, Wind & Fire, Stevie [Wonder], Marvin [Gaye], The O’Jays, George Benson, The Spinners. And anything Quincy [Jones] was producing at the time.
The engineers were just starting to experiment with compression, stereo spread, and mic placement.
It wasn’t about perfection. It was about feel.
Kevin then shared with me that thinking more deeply about this led him to Quincy Jones’ book, 12 Notes: On Life and Creativity…which led me to the quote that began this post.
All to say that funk…jazz…innovation…” feel” …even without perfection…are all acceptable flavors of “invention.”
It’s acceptable…and unique… because it’s an expression of you.
Taking it a step further:
The story and experiences we attach to a concept, a rule of thumb or an eternal truth just might be the key for someone else to understand something important that they didn’t understand previously.
How is that not invention?
How you see it so others can see it clearly is an elegant form of invention (through intense innovation) that no one can ever take from you.
While inventing different ways for more people to understand important things might not be as directly utilitarian as inventing the light bulb, it’s a contribution we all can make to the world–and it’s our responsibility to do it as often as possible.
Sharing our “12 notes” repeatedly with new stories and experiences is never repetitive to those hearing those notes for the first time.
As Kevin said to me, as we continued to exchange emails on this topic:
“This is easy to forget because we have been playing our notes for such a long time.”
I was fortunate to be a guest speaker at a mastermind a few years ago hosted by marketing icon and good friend, Perry Marshall.
Perry has invented a lot of things over the years… and he challenged everyone in the room to, “Invent something the world can’t live without.”
And he did this in the most provocative way…by challenging us to “read something written before Gutenberg every day.”
Reading something before the printing press was invented sounds like quite a challenge…especially as motivation to invent something new.
Maybe Perry’s definition of inventing something the world can’t live without is broader than it seems.
Based on that, my corollary is:
“Invent a framework so others can understand something that they previously did not understand…and once they understand it, they can’t live without it.”
When I re-read parts of my book, Overdeliver, on topics such as “RFM: (Recency/Frequency/Monetary Value”) and “LTV” (Lifetime Value), I am well aware that I didn’t invent those concepts.
But I am also aware that there are thousands of marketers and entrepreneurs who need to know those concepts…and excuse the hyperbole…it is information they can’t live without no matter what business they are in.
I can’t tell you how many events I have attended over the years with marketers and/or copywriters and/or all sorts of entrepreneurs who were there to expand their knowledge, specifically about “marketing”…and yet they were missing bedrock concepts such as the basics of human behavior which are required for the kind of growth they all desire (i.e. “how to sell stuff”). 🙂
Marketing “rules of thumb” and eternal truths about how people respond–and buy–haven’t changed for centuries…yet many are not taught in a book…and they are certainly not taught in school.
I know about some of this stuff…intimately.
Didn’t invent it–just lived it.
See the P.S. for more about that.
Either you can be the messenger for more people to understand those concepts or someone else can be…and we never know if it is our story or someone else’s which will create the epiphany (and usability) among our audiences.
There is nothing more rewarding than when someone approaches me, whether in person, in email or on social media, with some version of:
“I knew about that…but it was you who made me comprehend it fully.”
And you also need to be OK not being the messenger for everyone–but never be complacent about sharing early and often–since I guarantee you will be the messenger for someone.
A copywriter friend of mine who heard me speak about “12 notes” and the quote that opened this post told me he wished he had heard the quote earlier in his career, so he didn’t have to go through the pain of figuring this out for himself.
He was recently asked to be a featured speaker on the topic of “writing faster and writing better.”
As he prepared for the talk, he said he kept thinking, “I don’t have any new inventions or revolutionary ideas to share. I’ve learned it all from Gary Halbert, Gary Bencivenga, and so many others.”
He told me that thinking about sharing and teaching under the “12 notes concept” gave him much more confidence…now and in the future…that what he talks about is relevant despite not being “authored” by him—and his stamp will still be all over it.
And giving proper attribution to where he got it from will only increase how his audiences will get to know, like and trust him.
He will be the expert concert musician playing 12 notes on any given day.
He added, “From now on, I’ll keep your insights close to my heart to stop me from doubting myself.”
Funny…he said “your insights” like I invented them.
Clearly, I did not.
I was quick to correct him.
And it brings the concept full circle.
But I added my gratitude in letting me know my explanation gave him clarity…which was my ultimate satisfaction.
I hadn’t thought previously about “12 Notes” in the context of self-confidence—but once again, we can’t all be Edison…but we can all be heroes with our stories, experiences and hard-won wisdom.
It’s how we tell our story inside those 12 notes that makes all the difference.
My new songs will be based on what I learn each new day from the marketing and copywriting heroes of my life…legends of the past and those I will encounter going forward.
There will be some true “inventors” in that group…however you want to define that on your own terms…and all of us can play 12 notes on multiple instruments.
And I promise to be a good messenger based on everything I hear.
Warmly,
Brian
P.S. Here’s a case history (received this week) of how the “12 Notes” approach has helped an aspiring A-List copywriter take action…and she’s beginning to achieve amazing results:
Jill Jensen attended the “Sixth Breakthrough Advertising Bootcamp” a little over a year ago.
[Stay tuned to this Sunday blog in the coming weeks for the announcement of the eighth “Breakthrough Advertising Bootcamp,” which begins on May 6th.]
The Bootcamp is a classic example of the 12-note principle in action:
I take Gene Schwartz’s “inventions” and put them into a digestible course along with my marketing partner Chris Mason (delivered over 3 weeks with six 90-minute calls).
The result?
Nearly 80 Bootcamp members experience some kind of breakthrough each time…leading to significant action and positive results inside their businesses.
Jill was one of the prized students…she immediately applied Gene’s principles, began to build a list (i.e. an “online family” of her very own), she began writing compelling emails incorporating her own 12 Notes multiple times a week…she joined my Titans Xcelerator Mastermind…and she is building her business every day in ways she never imagined.
I’ve been on her list from the beginning…and the growth I have witnessed has been amazing in terms of her storytelling and how she is creating a relationship with her new family.
Then, on April 1st, she wrote this to her entire list after telling a compelling story about why she hates April Fools (she was hoodwinked by some of her best friends in high school, which caused her to panic).
Here’s how she related the experience to her families…offline and online:
Personally, that’s why I never played those kinds of tricks on my own kids.
Trust is a precious, fragile thing.
Especially when you’re in the process of developing a bond.
And you see where this is going, right?
We are in the relationship business.
I learned this most poignantly from the great Brian Kurtz.
Tomorrow marks my one-year anniversary in his Titans Xcelerator (TXL) group.
And not only does Brian “talk the talk” (it’s easy to pay lip service to this kind of thing) …I get a front-row seat as he “walks the walk.”
He’s the heavyweight champion at relationship-building, which is why he’s universally respected and beloved in this industry (no easy feat!)
You know the saying, “behavior is caught not taught?”
It’s really something to see him in action in TXL.
Not only does Brian make every member feel like a worthy, interesting, incredible rock star…the entire group has ‘caught’ his example.
And in turn, the level of respect, support, and inspiration each member has access to from the membership as a whole is off the charts.
(Even if you think you’re a “nobody” … be warned…Brian won’t stand for that kind of thinking…” everybody belongs.”)
Anyway, if you want to also have a front-row seat to Mr. Kurtz as he weaves his relationship magic, you can check out TXL here.
(No, that’s not an affiliate link. I hadn’t planned on mentioning TXL today but sometimes you just never know where the keyboard is going to take you! Gotta go where the spirit leads.)
Anyhow, happy April Fool’s Day to all who celebrate (or not.)
And if you are a prankster – write back & let me know some of your highlights.
[NOTE: If you want to be part of Jill’s online family, click here to sign up. You can follow her career trajectory along with me.]
— Jill “don’t you dare prank me” Jensen
P.S. Many of you are already in TXL – hi, friends!
And if you’re not, maybe I’ll see you there soon?
This made me blush…it was totally unexpected.
I had been reading her emails, watching her copywriting and marketing chops grow before my eyes…and now that I know that I am playing some positive role in that growth is so gratifying.
I’m sharing it with you not to brag.
Rather, I’m sharing it as a “proof element” that what I preach—specifically as it pertains to my “12 Notes”—sometimes leads to acknowledgment…and success for others.
Know that I will keep preaching even without wonderful acknowledgements like this one.
And yes…please check out Titans Xcelerator here.
Who knows?
Maybe I will invent a 13th note just for you. 🙂