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been in decline for the last 30-40 years with little 5. Mindset therapy - 2.7M
prospect of reversing the trend.
6. Th inking mind page - 2.3M
It will not be an ideal situation if Freemasonry v3
slides into decline too fast before FM4 has had enough Th is shows that there is considerable interest in
routes to grow and prosper. Th e two versions will need young people for self-improvement - they do want to
to operate in parallel for a while. Freemasonry v3 will make themselves better people.
naturally diminish to a token membership and be
replaced with a revised version of Freemasonry; FM4. Esoteric/occult example Instagram accounts:
1. Higher perspective - 1.2M
FM4 is the transition from being a 'bricks and
mortar' social networking society to a 'digitally-based' 2. Th ird eye thoughts - 2.4M
educational self-development organization. 3. Power of positivity - 5.9M

Who would be interested in FM4? Th ese are the straight forward con-men accounts -
send them $200, and they will post you $1,000,000 by
Possibly very few existing Freemasonry v3 return - good old fashioned FOMO marketing. It does
Freemasons, as they want to play with the packaging work, but a lot less eff ec-tive now than it used to be.
or are addicted to the v3 delivery mechanism. Only
those who want to work with the content will be Th e concept of selling FOMO is in decline, and
interested. People who want to study and learn the I would say in decline at an increasing rate. Th ere
content encoded in the allegories and symbols with are just too many off ers on social media to 'get rich
the primary objective to make themselves a better quick,' 'make a seven-fi gure salary, etc. Selling on an
person. undeliverable promise.

So who could FM4 appeal to?
Product Sales 101
What is the potential global market for FM4?
For a product (or service) to have a chance of being
Instagram Followers can provide some indications. commercially viable, it has to be sold. In order to be
Instagram users are typically in the 20+ to 30+ age sold, a product (or service) must have a viable FAB
range and looking for inspirational ideas (fi gures proposition. FAB ( Feature Advantage Benefi t )
November 2020). It is not necessarily the numbers
that are signifi cant, but the scale of the numbers. A product Feature is some aspect of the product
that will normally Increase or Reduce or Control
Freemasonry for Freemasons: something in a customer's life. Th is eff ect of Increasing
1. UGLE ( United Grand Lodge of England ) Instagram or reducing, or controlling is an Advantage. It does
account - approx. 35K followers. UGLE account is not have to be a unique advantage, but it helps.
a good indicator, as all Freemasons who study the
history of Freemasonry will come across UGLE A Customer will consider this Advantage a Benefi t
to their life if the following three condi-tions are met:
2. Midnight Freemasons - approx. 25K. Th is is a long- A) they can clearly understand how the feature off ers
established and well-respected blog site based in the an advantage ( or many advantages in some cases )
USA
B) they have a desire or need for a specifi c advantage a
3. Grand Lodge of Russia - approx. 45K. Very active product feature provides. It must be a tangible benefi t
account on Instagram to them.

Th ere are many other Masonic Instagram accounts, in C) the price of acquiring the benefi t outweighs the
the tens of thousands range, but none appear to exceed cost of the product. Th is price can be and is oft en
50K followers, out of approx. Six million Freemasons very subjective.
globally.
Freemasonry, which is a membership product, has
Self-development, leadership, positive wellbeing always been sold on FOMO. Th e fear of missing out.
-Instagram accounts:
Th ere are these Masonic secrets
1. Th inkingmindspage - Positive mindset - approx. and unless you join you will never
2.3M be able to participate in them
2. Goalcast - motivational - 1.7M
3. Th e good quote - self-development 21M Many Grand Lodges around the globe are in the
4. Millionaire mentor - self-development 6.7M process of implementing social media marketing
Montana Freemason Page 14 Jan/Feb 2021 Volume 97 No. 1