What is the M.A.E.S.T.R.O. Copywriting Framework?
In Classical Music, the conductor of an orchestra is often called the Maestro.
But there are good Maestros and bad Maestros.
There are Maestros that are pompous, egotistical, arrogant, selfish, self-serving, autocratic and tyrannical.
Other Maestros are encouraging, empathetic, open, collaborative, inclusive, empowering and democratic.
Are ‘Marketers’ any different? There are good marketers and bad marketers. Marketers who make our skin crawl. There are marketers who welcome us in and fill us with hope. They are thoughtful, encouraging, and offer helpful solutions.
You want to be a good Maestro. A good Marketer.
Built into the word “M.A.E.S.T.R.O.” is the key to your downfall or your success.
What is a Bad M.A.E.S.T.R.O.?
A Bad Maestro is a “Me-Mouth” and a Manipulator. He only talks about himself and he manipulates the people he supposed to be serving.
He is Austere, Aloof, and Autocratic.
He is an Egomaniac.
He is always Sour and Sullen.
He is overly Territorial and throws Tantrums when things don’t go his way.
He is Relentless in his badgering and Remorseless when he bulldozes over those in his way.
He is Obnoxious and everything about him is Overstated and Ostentatious.
What is a Good M.A.E.S.T.R.O.?
A Good Maestro cares about her Market, their shared Mortality, and recognizes that they each one of them has a degree of Misery in their life.
She Aims at the heart of her Audience and works hard to Arouse in them a desire to solve their Misery.
She is Empathetic above all else.
She wants to learn about and understand the Saga of each person in her audience so she can help them Solve and Soothe their misery.
She works hard to guide her audience through a process of Transmigration, that inner journey from their state of misery into a new body of happiness and joy.
She is Results oriented. She Reveals her solution and clearly communicates how it can bring specific Results in her audience’s life.
She is driven to bring positive Outcomes in their lives which can only occur when they act upon her Offering.
Toscanini vs Abbado
There are 2 real-life Italian Maestros who depict the good and the bad types of Maestros.
Arturo Toscanini was an infamous autocratic Maestro. His musicians were terrified of him. He would throw outrageous fits when they played even the slightest incorrect note. You can almost hear the terror in the players fingers as they play.
He strong-armed his players. He practically beat them into submission. I can only imagine how awful it must have been to play for him. Here is a short audio recording of one of his rehearsals where he flew into a furious rage. I don’t know how the players dealt with such bad behavior. In today’s orchestral world, they would walk out and fire this kind of Maestro.
There came a new generation of Maestros led by Claudio Abbado. He took over leadership of the greatest orchestra in the world after the death of another tyrannical Maestro, Herbert von Karajan.
Abbado’s players loved him and wanted to play their best for him. They reciprocated the love and trust he had for them. He was soft spoke, kind and encouraging. He knew that when it came right down to it, it was the musicians who make the music really sing. He knew that conductors don’t make any noise at all. It’s the players that do the hard work. He knew that the best thing he could do was help each of the players feel safe and feel that they were the most important people to him. He wanted to collaborate with them. He wanted them to shine at their brightest. He got out of their way and did everything he could to help them succeed.
The beautiful thing is, you can hear it in their music making. You can see it on their faces when they performed. Some of the greatest recordings of classical music were lead by Claudio Abbado. He achieved the highest level of success because he led with his heart.
Here is the last 6 or 7 minutes of a huge, 90-minute symphony by Austrian composer Gustav Mahler. Even after an hour and a half of difficult playing, Abbado manages to keep encouraging them. You can see the joy on their faces, especially after the piece ends and they accept applause. Watch how the players move from side to side as they perform. They are fully engaged. You can hear the happiness in the clarity and pureness of their sound. You can see the encouragement on Abbado’s face. And you can tell the audience felt this special connection as the piece ends because they sit in spellbound silence for a long pause before erupting in applause.
When Claudio Abbado passed away, many of the world’s finest musicians who wrote or spoke endearing video tributes. Many had tears in their eyes when discussion the loss of such a special man who helped them become their best selves.
That’s the kind of Maestro I want to be. That’s the kind of Marketer I want to be.
It’s all in the GOOD M.A.E.S.T.R.O. formula.
On top of that, the M.A.E.S.T.R.O. acronym also tells you how to write your perfect sales message, your melodic, symphonic sales copy.
First you identify the Market’s Misery. You Arouse their misery bringing it to the surface and show true Empathy. Next, you present the your unique System that will Soothe and Solve the misery in their personal Saga. You describe the Transmigration that will occur, the new person they will become, when they apply your special system. You Reveal the details of our system always demonstrating the Results with as many strong proof elements as it takes. Finally, you explain the Outcome you can help them achieve, what they need to do, the action they need to take to begin the journey towards their new self.
What kind of Maestro/Marketer do you want to be? An Abbado or a Toscanini?
May the good M.A.E.S.T.R.O. force be with you! And may you use the M.A.E.S.T.R.O. Copywriting Framework to be the kind of encouraging, empowering marketer your audience wants and needs.
P.S. To learn how to apply the M.A.E.S.T.R.O. Copywriting Framework to your next Product Launch Formula launch, click here.