SPECIAL REPORT CONVERT 2.0 How to Create a Cult Following of Raving Fans and Repeat Buyers for Any Business By Frank Kern
SPECIALREPORT
CONVERT2.0
HowtoCreateaCultFollowingofRavingFansandRepeatBuyers
forAnyBusinessByFrankKern
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©2018FrankKern
FromthedeskofFrankKern
SanDiego,CA
November2018
DearFriend,
Ioriginallywrotethisbookin2014.
Whencreatingtheupdatedversion,Iwastemptedtotakeoutsomeofthecultural
referencesthatdatethebook.(WaituntilyouseethepartonDonaldTrump!)
ButIdecidedagainstitbecausetheoriginalwasbeensohelpfultosomanypeople
thatIfeelit'sbestnottomesswithit.
SowhatIdidinsteadisIaddedtoit.
Whatyouhavenowisessentiallytwobooks.
The first part describes a "modernized" approach to utilizing the psychology and
tacticsdescribedintheoriginalversion.
This newer approach is really revolutionary because it allows you to deploy pre-
framing and indoctrination (as described in the original text) much faster, much
cheaper,andtofarmorepeoplethanIeverdreamtpossiblewhenIoriginallywrote
thisin2014.
Solet'stalkaboutit.
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TheBigIdeaBehindThisWholeBook
The underlying premise of thiswhole book is that it'smuch easier to sell people
stuffifthey:
1. Knowyou.
2. Likeyou.
3. Trustyou.
4. Alreadywantwhatyou'reselling...beforeyouevereventrytosellit.
Andinthebook,Iwalkyouthroughapsychologicalandtacticalprocessformaking
thathappen.
Infact,thestepsare:
1.Pre-framing.
2.Indoctrination
3.Conversion.
WhenIwrotetheoriginalversion,weaccomplishedthosestepstypicallybyrunning
ads that got people on an email list ...then creating a bond with them through a
seriesofemailsthatwererichinvalue...andthenmakingthemanoffer.
Andboydiditwork!
Anditstilldoes.
But fast forwardtotodayandwe'vebeenhandedsomethingthat's infinitelymore
powerful...andinfinitelymoreeffective.
Icallit...
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Part1:IntentBasedBranding
IntentBasedBrandingisabout:
Buildingyourbrandwhilesimultaneouslysellingstuff.
Here’swhatit’snot:brandbuildingjustforthesakeofbrandbuilding,likeyou
seeintraditionalads.
IntentBasedBranding is brandbuilding for the sakeof selling - specifically to
help you accelerate the sales process by building a bond and relationships
betweenyouandyourprospects.
TheExperiment
Here’s thedeal.A fewweeks ago, Facebookdid this thing
where they put something on everyone’s business page that
says “Info and Ads” (it’s on the left of the page, toward the
bottom).
Andmaybeifyou’reafunnelhackerorsomethinglikethat,
youareprobablyreallyexcitedbecauseifyouclickonthaton
someone’sbusinesspage,youcanseealmosteveryadthey’re
runningonFacebook.
Here’swhathappened:Wegotcopied!
So we’re running our book funnel ad and everything’s
working.Imean,we’vebeenrunningthesamedamnfunnelfor
twoyearsandit’sbeenfantastic.
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Andthenallofasudden,thingswenttotallybonkers.
Now,Brad (asourCMO,he’s the guywhobuys all themedia inourbusiness)
cametomeandsaid, “Dude, I justwentand looked.Therearehundredsofpeople
withinthesefunnel-hackinggroupsblatantlycopyingyourstuff.”
Myfirstthoughtwas,“Well,Ihopeitworksforthem.”
But of course it didn’t do me any favors because now everyone’s out there
runningthesameadthatIwasrunning!
Andthatledmebacktowhat’sbeenafundamentalpremiseofmybusinessfrom
dayone:
Plentyofpeoplecancopytheactualwordsinanad,
orthepictures,oreventhestrategybehindit.Butnobody,
canevercopytherelationshipandbondthatyouhavewith
yourcustomerbaseandprospects.
So what we decided to do was basically the equivalent of, “Funnel-hack this,
bitches!”Westartedtogoveryheavyliveonmultipleplatforms,deliveringasmuch
valueaswepossiblycould.
AtthetimeIthoughttomyself,“Well,IthinkI'mgoingtoteachaclassaboutthis
modelofconsultingthat’scalled“RainmakerConsulting.”
SoIstartedgivingawayalotofgoodvalueaboutthatconcept.
Andinthosevideos, IstartedtalkingabouthowIhelpprivateclientsandhow
mymostprofitableworkwasbeingdoneinthecapacityofaRainmaker.
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Thepurposeof this isreallywhatmakesupPhase1of IntentBasedBranding,
whichiscalled:“SeedingforPriming.”Moreonthatinamoment.
So Iwasn’t trying to sell anything. I didn't say “Hey, gobuya course.” I didn't
evensaytherewasacoursethatexisted.
Instead, I was always saying, “I'm working with clients in my capacity as
Rainmaker.”AndwhatI’mdoinghereisI'mtryingtoprimethattoseedthatconcept
sowhenIreleaseitlaterit'llbereallyreadytogo.
Here’swhathappened:
I’mreleasingallthesevideosandthenIgetacallfrommyfriendwhosays,“Hey,
Iknowthisperson,theywanttobecomeaclientofyours.Theysawyourvideoon
Facebookandtheywanttobeoneofyourprivateclients.”
Myresponsewas, “Oh,okay…Iwasn’t really talkingabout that.” Ididn't try to
sellitatall.
SoIsoldthatpersontobecomeaprivateclient.
24 hours later, another dude messages our page and says, “Hey, I saw your
videos.I'minterestedinbecomingoneofyourprivateclients.”
NowIneverevenmentionedbecomingaprivateclient.
IsimplysaidthatIdothatkindofworkandit’sprettycool.AndthenIfocused
ongivingallthisRainmaker-ystuff,andthenIputoutcontent,content,content.
The crazy thing is Ihadno intentionwhatsoeverof trying togetmoreprivate
clients.
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TheCrazyResults
Longstoryshort,thosetwopeoplebecameclients.$76,000ofcombinedrevenue
fromthosefolks,whichisunbelievable.
Then,thefollowingweek,Istartedmakingthetestoffer,andthetestofferwas,
“Hey, you know, this IntentBasedBranding thing is pretty cool. I'm looking for a
coupleguineapigstoletusactuallydothesecommercialsforyou.Becausewereally
wantagoodcontentpiecetomakethiswork,soessentiallyIwantyoutothinkofit
asalongformcommercial.”
Bytheendofthatweek,wehadfourpeople:threeatthe“guineapig”leveland
oneattheall-timesuperpro-level.
And our total revenue (if you extrapolate it out because this is a longer-term
play)forthisis$226,000.
Andwenevertriedtoreallypitchanythingexceptattheend.
So,that’stheexperiment.
Nowhere'swhat’sreallyinteresting...
Duringthisexperimentphase,whichwasabouttwoweeks,IdidalotofFBLive
events,andthenwewouldboostthemandwewouldrunpaidtraffictothem.
Sowebuiltthisbigaudienceofpeople,alotofthemstrangers,whohadwatched
alotofmyvideocontent.And,apparentlyonewouldthinkthattheylikedmystuff,
otherwisewhywouldtheywatchit?(Ofcourse,maybetheyhadinsomnia,butthe
oneswhoweren'tinsomniacsorjustmasochisticorwhatever,theylikedit!)
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AndmythoughtprocesswasthatIwouldofferthisprofessionalservicesthing
thatwedo(becausewenowhaveanentireprojectwithinmycompanywherewe
maketheselongformcommercialsforyou)andshowittopeoplewhowatchedthe
videosinthisexperimenttoseewhatwouldhappen.
Thevideobasicallyjustsaid,“Hey,we’redoingthisthing.Ifyouwanttobecome
aclient,gotothiswebpage.”Itwasabout60-seconds,likearegularTVcommercial
slot-maybeabitlonger,butyougettheidea.
Andthefirstdaywedidthat,wespent$342.53onthe60-secondad.
Andwegot5people!
Thesepeoplewenttothewebsite,sawtheoffer,andthought,“Hotdamn,Iwant
this!”andtheysignedtheformtotalkwithme.Ispoketotwoofthemrightaway
andoneimmediatelysignedontobecomeaclient.
That’spotentially$120,000ofrevenueoverthenext12monthsorso.
Of course, you never know how long they'll stay, but we plan on doing an
exceptionallygood jobforourclientssothey'llstay forever,andtherefore, there's
noreasonwhytheywouldn't.
So,I’lltakethosenumbersalldaylong.
Now,oncewestartedrunningthisexperiment,andnowthatyouseethesecrazy
numbers,IdecidedIwantedtobreakdownexactlyhowtodoit,soyoucantryit.
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The3-PhaseProcess
Thinkaboutitthisway.
If you're trying to sell stuff directly on Facebook all the time, it’s super
frustrating.
I know this becausewe have something like 970 people that we coach every
Fridayonbuyingmediaandrunningads,andthat’stheirbiggestchallenge.
IntentBasedBrandingsolvesthatchallengecompletely.
SoletmegiveyouadeeperdiveonwhatIntentBasedBrandingreallyis.Andmy
hopeisthatyou’llavoidthestupidmistakesthatI’vealreadymade.
Inanutshell,here’showIntentBasedBrandingworks:
1. You find out the exact type of content that’s going to provide the
most value to your idealprospect, andyoupresent it to them in a
way that is going to cause them tobondwithyouonanemotional
andpsychologicallevel.Soyou'reactuallyhelpingthem,andyou'realso
creatingabondwiththemsotheylikeyou.
2. Once you've done that then you start showing themads that pitch
thingswithoutbreakingthatbond.
That’sthebigpicturestrategy.
Now,here'swhyIneverdidit:Ialwaysthoughtsocialmediawasdumb,except
forusingitasanadvertisingmedium.
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Istillthinkit’sdumb,exceptforusingitasanadvertisingmedium.Allthepeople
who are going social media crazy, guess what? They're using it as a freaking
advertisingmedium.
Thechallengeisthatmostofthesepeoplehavethisonementality,whichis“IfI
buildupenoughfollowersonsocialmedia,Iwillmakeabunchofmoney.”
Thisusedtobetrue,untilthealgorithmschanged.
A little less thanayearago,Facebookchangedtheiralgorithmwithsomething
called “organic reach” and now, trying to get free traffic from Facebook at scale
doesn’twork.
I'mnottalkingtothedudesouttherewhoare like,“HeyIdidsomethingandI
got50peopleor100peopletowatchit.”becausethatdoesn'tcount.Ifyou'retrying
togetrealtrafficforfreefromsocial,it’sbad.Orit’sbadforyourwallet,basically.
Imeanthat’sadorable thatyougot1,000 likesorwhatever foracoupleposts,
butyoucan'teatlikes.I'vetriedthemandthey'rehorrible.(Althoughit’sagooddiet
togoonbecauseyoureallyslimdownonthe“like”diet!)
SomymentalitywasthatIthoughtitwasallstupidbecauseit’sbasicallyabunch
ofpeopletryingtogetfreestuff.
Itneveroccurred tome thatyoucould create long-formcontenton social and
thenpaytohavethatcontentviewedbycompletestrangers,andthenretargetthose
completestrangerslater.
And,again,that’sit.
Thewholeideaaroundthisistogenuinelyhelppeoplebyactuallyhelpingthem
withyourcontentandthenusethatasadsthatyoupayfor.
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I’llwalkyouthroughthestrategyinamoment,butfirst,youneedtounderstand
abitmoreabouttheprocess.
Here'showyoubuild thebondwithpeople (whichagain is thebigpurposeof
IntentBasedBranding)...
Andthereasonforthisisthat...
1. It’s freaking cool. You’re actually helping people. You’re doing a good
thing.
2. Itmakessellingeasy.
Solet’sstartbylookingattheprocessofactuallysellingstuff.
Therearethreesteps,whetheryou’redoing itonsocial, fromtraditionalemail
marketing.Nomatterwhatplatformyou’redoingitfrom,it’sthesameprocess.
Phase1:Pre-Framing
Pre-framingmeans they're going to draw a conclusion about you before they
everconsumeanyofyourcontent,beforetheyeverconsiderbuyinganythingfrom
you.
Youknowhowtheysayyoushouldn'tjudgeabookbyitscover?
Well,yeah,youshouldn't.Butguesswhodoes?Everybody. Includingme. I'ma
shallowperson,I’lladmitit.And,actuallywealldoit.It’sjusthumannature.
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Here’showyoucanputthistoworkforyouinIntentBasedBranding:
Pre-Framing:Ifweknowpeoplearegoingtoassignalabeltoyouthesecond
theyseeyourstuff,thenlogically,itmakessensethatwecanactuallyinfluencein
advancewhatlabelwewantthemtoassign.Inotherwords,wecanhelpthem
decideinadvancewhatsomethingmeans.
Andthat’sStep1:IntentBasedBrandingstartswiththeknowledgethatpeople
formanopinionbeforetheyeverconsumeanycontent.
Phase2:Indoctrination
ThenextphaseisIndoctrination.
Indoctrination iswhereyoucreateabondwith thepeoplewhoconsume
yourstuffbecauseyou’vehelpedthem.
You'vehelpedthem.They'regettingvalue fromyou.For lackofabetterword,
they're your fans, but they’re real fans, not like a “like” on Facebook. These are
people who actually consume your stuff and they feel like, “Oh yeah, I like that
personbecausethatpersonhelpedme.”
Phase3:Conversion
OneofthegreatestprocessestoeverreallyillustratethisconceptissomethingI
thinkalmost everyone in the InnerCircle can relate to,which is a classic internet
marketingfunnel,suchasaproductlaunch.
Infact,aproductlaunchdoesthisperfectly.
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Aproductlaunchworkslikethis…
1. Abunchofpeoplewill email their list.Typically,with the email - and if
you'veeverbeenthesubjectofaproductlaunchyouknowthis-youhave9
millionaffiliateshittingyourinboxevery10seconds.
And in the process, you're getting emails that are saying, “Hey, you gotta
checkoutthisvideobysoandso,he’samazing,blahblahblah…”
Guess what that is? That’s pre-framing. Your opinion is being influenced
beforeyoueverseeanything.
2. Thenyougettotheopt-inpage.Andtheopt-inpageisgoingtohavesome
images,somecopy,maybeavideoandwhateverelse.(Nowremember,this
isn'twhatI'mtellingyoutodo.I'mtellingyouthatthisisaclassicexampleof
thisprocessworking.).
That’sstillpre-framing,right?Youhaven'tconsumedanycontent.Now,you
might see the person you're talking about and think, “That guy looks like
CharlesManson, I don'twant to opt-in on there.”Or “Thisweb page looks
sketchy. It looks like you're gonna try to sell me generic Viagra from
Nigeria…”Eitherway,it’sstillpre-framing.
3. Now(assumingtheopt-inpage isdecent),you'veopted in.You formed
anopinionbeforeyoueveroptedin,bytheway,becauseofyouremailthat
youreceivedbecauseofthepre-framing,aswellastheopt-inpageitself.
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Andnowyou'regonnagettypically,what?Aseriesofvideos–video1,video
2,video3,andsoon.
What do the videos do? The videos are providing you value in advance,
they'retellingyoustories,they'redoingagoodjobofbuildingthatbondwith
you.Andhopefullyifthey'redoingitright,they'regenuinelyhelpingyouget
towhereyouwanttogo.
Soinatraditionalproductlaunchenvironment,that’sexactlyhowitworks.
4. Andonlythen,attheendofthelaunch,doesthesaleslettercomeinto
play.
Sothisisaclassicexampleoftheconversionprocessatwork.
WhatI'mtellingyourightnowthoughisthatthisprocessisgreat,butemail is
dying.
In fact, research shows that almost everymeasure of click rates, open-to-click
rates,etc.isshowingadeclineoverthepastfewyears.
Andanyonewhohasabiglistouttherewhodoesalotofemailmarketingknows
thistobetrue.
NowI'mnottalkingaboutguyswith10peopleontheirlistwhoarelike,“Hey,I
emailed10peopleandoneof‘emwrotemeback.I'mcrushingit!”
No,Imeanifyouhave100,000or200,000peopleonyourlist,thinkaboutyour
openratesandyourresponsefromyouremailthisyearversuslastyearversusthe
yearbefore.
It’sgoingaway,right?
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SowhatwedonowisweusethisframeworkonsocialthroughIntentBased
Brandingandithappenswayfaster.
Sowecanindoctrinateandwecanpre-framerightpeoplerightnowandyoucan
startmakingofferstothoseverysamepeopletomorrow.Soit’sreally,reallycool.
HowItWorks
Here'sthedeal.
You’vegotYOUinonecircle.Andyou’vegotTHEMinanothercircle.
Whereitoverlaps,you'vegotthebond.
IntentBasedBrandingisallaboutcreating,building,maintaining,
nurturingandstrengtheningthebondbetweenyouand
youraudience.
Andyoucan'tfakethis,bytheway.
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Youhavetoactuallygiveadamnaboutthepeoplethatyou'retryingtosellstuff
to,orelsethey'regoingtoseerightthroughyou.
Youcan'tgetawaywithanything in theworldof social. Itain'tgonnahappen.
(Andthat’sagoodthing.)
Youhavetogenuinelycare.
Butyourmission,yourveryfirstmission,istoreallybuildthisstrongbond.
Sowhatwewanttofigureoutis,howdowecreatethebond?Howdowedoit?
TwoTypesofAffinity
Inanutshell,theveryfirstthingyouwanttodointhebondingistocreate
what’scalled“affinity”withthemarketplacethatyou'retryingtoinfluence.
Therearetwolevelsofaffinity:
Level1:SurfaceAffinity
Surfaceaffinityisoftengoingtobebasedonyourappearance.Itincludes
thingslikethegraphicsandtheimages.Ifyou’reshootingvideo,it’sgoingto
bebasedonthesetandsettingofyourvideo.Isitwell-lit?Doesitlookslick?
Professional?Hollywoodgrade?Orhomemade?
Allofthatstuffmatters.
By the way, if you've been watching any of my content, I've been
publishing a lot of videos and I've been spending a lot ofmoney on ads -
specificallysendingtraffic to thesevideos.Andyou'llnotice they'reallshot
onan iPhone. Someof themhave somegraphics. Someof themhave some
music,butnoneofthemhavetheHollywoodquality.
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EventhoughI'vegotthefancyhouseandI'vegotthebigfancycarsand
everything,Idon'treallymakeitapointofshowingtheminthevideos.
That’sbydesign.
I'mnotsayingyoushouldcopymystyle,I'mjusttellingyouitisbydesign
toappealonthesurfacelevel.
Why do you think thatmight be? If I’ve got all the crap - the big fancy
houseand the fancycars -howcome I'mnot showing it?Howcome inmy
videosI'mdressedverycasuallyandthatI'mnottryingtolookalluppityand
fancy?
I’lltellyouwhy.
BecauseyouguyshavehaddamnnearenoughofInternetdudesstanding
in frontof their fleet of exotic cars saying, “You couldbe rich, too, and I'm
gonnashowyouhow…”Right?
Itdoesn'tworkanymore.
(Well,itmightworkforthosedudes,butyou'vehadenough.)
I'mtryingtoappealtothesurfacelevelaffinityhere.
Mygoalistohavemyviewerfeellike,“Hey,Icanrelatetothisguy.He’s
just likeme. I get it. He’s not trying to come off as showy. He really cares
aboutme.”
So,that’syoursurfacelevelaffinity.Andallofthisstuff isverycarefully
done.
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Asithappens,bytheway,Iamaprettynormalguy.Idohavefancycars
andstuffbecauseIthinkthey'recool,butreallythey'retopickupmyclients
in.Idriveoneofthoseboxy,veryuncomfortableMercedesGWagonsallday.
Level2:DeepAffinity
Thisiswherethemagicis.
Youcouldlooklikeaweirdo,youcouldtalkfunny,youcouldbelittle, it
doesn't matter, just come up with any freaking reason why someone
wouldn'tlikeyou,andifyoucanhaveanaffinityandabondatthedeeplevel,
thenyou'vegotitmade.
I’llproveittoyou.
Yearsago,therewasamannamedGlennW.Turner.
Glenn W. Turner was a
smallerdude.
And he was born with a
harelip and had a very
noticeable speed
impediment. (This is before
you could really fix it, this
was in the late 70s / early
80s.)
Sohe’sthislittledude.He
talkedsuperfunny.And,hehadarecord.
Hecrushedit.
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Hewouldmesmerizestadiums.Theylovedhim.Hisfansthoughthewas
the greatest person ever. He had this entire series called, Challenge to
America,anditwasphenomenal.
Ofcourseagain,hegotinvolvedinmulti-levelmarketingandthingsdidn't
workout.
Butwedon'tcareaboutthatpart.Wedon'twanttoemulatethatpart.
The point I'm trying to get across is don't get caught up on getting the
surfacelevel.Don'ttrytomakeyourselfallfancy.Justbewhoyouare.
Andwewant to focuson this:whatreallydrivesthedeepbondwith
somebody?
Thefirstthingwehavetounderstandisthatnobodycaresaboutus.
AndthankGodthisistrue.Imeanweoftendon'thaveanyideahowlucky
weare.Atleastthat’strueforme.Nobodycaresaboutus.
Now this sounds like almost nihilistic or something, if that’s even the
rightcontextforthatword.(Itsoundscooltough,doesn’tit?Andit’sinThe
BigLebowski,remember?“Don'tworry,Walter,thesemenarenihilists!”)
So it sounds likekindof fatalistic thatnobodycaresaboutus,but think
abouthowluckyweare.
Everybodyjustcaresaboutthemselves,andthat’sgoodbecauseweneed
tomakeitoursolefreakingfocustoshowthosepeoplethatwecanhelp
themandthateverythingwedoisaboutthem.
Now, with that understanding, we can dig deeper into the process, which
startswith…
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YourCoreMessagingPillars
Everybodythatyou'retryingtoselltoisontheleft,withthesadface.Andthey
want to get to the other side, with the happy face. And it’s our job to give them
contentthatcanhelpthemgetfromwheretheyarenowtowheretheywanttobe.
So,someone’sontheleftofthisdiagram.They'reunmotivated,they'reunhappy,
theyfeeloutofcontrol,theyfeelliketheydon'thaveanycertainty,thefeellikethe
relationshipsintheirlivesarebad.
If you lookat likeTonyRobbins, or “BigBuddy” as I always like to teasehim,
because he is really freaking huge. I'm 6’2 and 240 lbs, and I feel like a dwarf
standingnexttoTonyRobbins.It’sunbelievable.
AndBigBuddygivesthemcontent.Theyconsumethecontent.Theyfeelbetter.
It’svery,verysimple.
So your job is figure out what we call in Intent Based Branding: Your Core
MessagingPillars.
YourCoreMessagingPillarsarealwaysgoingtobeabout:
Whataretheimmediatestepssomeonecantaketogetfrom
unhappy,wheretheyarenotgettingtheresultstheywant,togetting
theresultsthatyoucanhelpthemget?
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Here'showthisworks inaction.Let's lookat twopeople thatareonmyradar
becauseIlikethemboth.
ExampleNumber1:GrantCardone.
Grant’saudienceisnotmakingenoughmoney.We’llcallthis“NoMo.”
Now,I'mnotsayingtheyalldon'thavemoney,butyouknowwhatImean,their
incomeisn'twhattheywantittobe.Forallweknowthepeoplewatchingarelike,“I
onlyhave$10milliondollars,Iwishhad$11million.”Whoknows,right?
Buttheymorefinancialcertainty.
Andtheywanttogetto“ABunchaMo,”meaningtheywantalotofmoney.
And you probably know Grant. He’s awesome. I know him personally. He’s a
gooddudeandafunguy.Alittlebitcrazy,butinthegoodway.
Ifyouwatchmyman,Grant,he’sgotthreecoremessagesthatheputsoutthere:
1. Youdidn'tlearnaboutmoneyrightinschool.
IfyouwatchGranthe’s like, “Look,man, schoolain'tgonna teach it toyou,
thetraditionalWallStreetguysaregonnaripyouoff,yourparents’modelof
building wealth, it didn't work. You gotta get your money right.” That’s
messagenumber1.
2. Messagenumber2isrealestate.
He’salwayseducatinghismarketonthevalueandtheimportanceofbuying
multi-familyrealestate.
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Ithinkhe’sontosomethingwiththat,bytheway.ButI'mnotaninvestment
guy,sodon't listentoanythingIsayaboutanythingotherthanadvertising,
ever.Butanyway,that’shissecondcoremessage.
3. Histhirdoneissales.
Now,myman’sbeenonsocialforever,andheprobablymakes7,000yearsof
content a day. He’s got a timemachine. I don't know how he does it. He’s
constantlyonvideo.
Ifyouweretotakethe9billionhoursofvideothatmymanhasshot,andrun
themthroughafilter,thatfilterisgoingtospit99%ofhisvideosoutintoone
ofthesecategoriesofcontent.
ExampleNumber2:GaryVaynerchuk.
If you look at Gary Vaynerchuk, who I don't know personally, but I’d like to
becauseheseemslikehe’sprettycool.
NowIhaven'tlistenedtoenoughofhisstufftoreallygetthisdown,sothisisjust
frommyobservation.EventhoughIdon’tknowhim,IdolikehisworkandIagree
withhimonalotofpoints.
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1. Hetalksabouttheopportunity.
Oneof themessages thatheputsout there,which is100%spot-on,by the
way, iswehavenever seenanadvertisingopportunity like this, ever, ever,
ever,ever,ever,ever,ever,period,andwemightnotagain.
Andhe’sright.Likesocial.
I’lltellyouhowtothinkaboutsocialmediainaminute,buthisbasicmessage
isthatsocialmediaisabigdeal.It’sabigopportunityforusifwedoitright.
2. Hissecondmessageisabouthustle.
He says it a lot more articulately than that, but if you watch his stuff, he
sharesalotofmindset,abouthowyouhavetogetyourmindright,youhave
tohustle,youhavetowork,andthisisn'teasy.
He loves to say, “Hey, you gotta be ready to eat crap for 10 years.” (Not
literally,Idon'tthinkhe’sintothatkindofthing,butIthinkyouknowwhat
I'msaying.)
3. Thenhe’sgotathirdcoremessage.(Youcanwatchhisstuffinmoredetail
and you’ll figure out that thirdmessage because he’s very consistent with
whathedoes.)
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Now,themessageitselfissuperimportant.
Ifyourprospectisontheleftsideofthedrawing,withthesadface,andhewants
toget to theothersidewith thehappy face,youneed to findoutwhat threecore
pillarsofmessagingaregoingtobemostmagnetic tohimandaregoingtobethe
mosthelpfultohim.
Now,there’sanotherlayertoyourmessaging...
EmotionthroughStory
We'vegot thesecoremessagesandwe'regivinggoodcontent,butmancannot
liveoffofgoodcontentalone.
Youcanbegivingthegreatestcontentintheworld,butyoumightnotestablish
thatbondbecauseyou'remissingsomething.
Andwhatyou'regoingtobemissingisemotion.
Everypieceofcontentthatyouhave,tothebestofyourability-this
iseasiersaidthandone(andthisiswherewecomein,ifyouwork
withus)-hastobeabletoconveysometypeofemotion.
Youwanttoinstillemotionintothemindsofyourprospect.
Becauseiftheykeepfeelingthatemotionwhilethey'reconsumingyourcontent
overandoveragain,ananchorisgoingtobecreated.
Iknowthatmostofusarestudentsofpsychology,atleastwhenitcomesdown
tothemarketingandadvertisingstandpoint.
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Soifwecananchoracertainfeelingtoyouinyourprospect’smind-notbased
onB.S.manipulation,butbasedongenuinegoodwill-notonlyareyougoingtobe
helpingthem,butyou’regoingtobeanchoringthispositiveemotiontothem.
(AndI’vesaiditbeforebutactuallyhelpingthemishuge.It’slike,welcometothe
clubofoneperson,becauseeveryoneelseisjustyellingatthemandyou'retheonly
personhelpingthem.It’saprettyeasyfighttowinrightnow.)
ThinkaboutBigBuddy,TonyRobbins.
PeoplejusthearthenameTonyRobbinsandtheyfeelpumpedup,right?
Imeanhe’s becomea verb, people are so anchored to this emotionof ‘rahh!’
whentheyhearTony’sname.It’slike,“I’mgonnagetallTonyRobbins-eduptoday.”
It’saphrase.
That’s when you know you've done it right: when you've anchored people so
strongtoanemotion,theystarttouseyournameasaverb.
Sohowdowedoit?Andhowcanwedoitquickly?
Thewaytodocreateemotionisthroughstory.
Andtherearethreetypesofstories:
1. Aspirational:Thistypeofstory-telling isaboutpaintingabright futurefor
yourprospect.It’saboutshowingthemsomethingthattheywillaspireto.
Theproblemwiththisoneisthatalotofpeopledoitinaveryclunkyway.
You’ll often see internet guys saying things like, “Look at my collection of
yachts!”andthentheyshowthembeinganchoredtothedockbyagiantsolid
goldrope.There’sjustnotanyelegancetothis.Soyouwanttobeauthentic
andelegantwhenyoudothis.
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2. Motivational: This is about giving people a reason or motive to do
something. Andwe’ve all heard themotivational storieswhere people are
tellingyoutogetoutthereandjustdoit!Forexample,therearetonsofsocial
mediapeoplewhoarealwaystalkingaboutthegrindandthehustleandhow
youcandoit-youjustneedtogetupearlyandthenwe’llgoconquertoday
andcrushit!Rah!Rah!Rah!
3. Inspirational: This one is a little bit deeper. It’s aboutmaking people feel
inspiredtowardagreaterpurpose.Whendoneproperly,itmakespeoplefeel
hopeful and encouraged and itmakes themwant to do something to take
action.
So,thereareotherthingsyoucantrytoanchorthroughstory,butthesearethe
maintypesofstories.
Now, you can use stories that are controversial. It can be done and if you are
successfulatunifyingpeopleagainstacommonenemy,thenyoucancreateabond.
Thechallengeisyou’rereally justcreatingabondwithabunchofpeoplewhoare
mad,whichusuallydoesn’tturnoutallthatwell.SoIdon’ttendtoincludethistype
ofstorywiththisprocess.
TheFrameworkofaStory
Nowlet’slookattheframeworkofaneffectivestory.
Becauseyoucan'tjusttellstories.Youcould,butit’snotgoingtohelpanybodyin
thelong-term.Soeverypieceofcontentisgoingtofollowaspecificframework.
Now,Idon'tactuallythinkGrantCardonecouldmakeanythingboring,butifhe
could, imagine how boring his stuff would be if he just made a point with no
storytelling. For example, if he just said, “Here's the point. What you learned in
schoolaboutmoneyiswrong.Theend.Thankyou.”
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Therewouldbenobondwhatsoever.
Ofcourseyoustillhavetomakeapoint,butthereneedstobemoretoit.
Here’stheframeworkforyourstory:
Step1: Startwithyourmainpoint,which isgoing torelate tooneofyour
threecoremessages.
Step2: Use effective stories tomake your point, ideally ones that tap into
thecoreemotionsofyouraudience.
Step3: Usemetaphors people can relate to in order to further illustrate
yourmessage.
Here’sanexample.
Ihelpedmywifebuildthisone.
Mywife,Natalia,helpswomenwhohaveeverythingbutfeelguiltyaboutit,and
thereforearestillnothappy.Shehelpsthemgetoutoftheirownwaygettheircrap
together.
There are a lot of people out there who have everything and they're still
miserable,sosheworkswithfolkslikethat.
Oneofhercoremessagingpillarsis:“Look,youhaveallthisstuffbutyou'restill
wakingupunhappy,andit’sbecausethingshappenedtoyouinyourpastandyou
justkeephangingontothem.”
Sothat’sthepoint.(Shesaysitwaybetterthanme,bytheway.I'mtryingtogive
yousomethingthat’snotmarketing,thathasalittlebitfresherperspectiveforyou.)
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Nowifshejustmakesthatpointwithnothingelseattachedtoit,it’sgoingtobe
hardforsomeonetoreallyconsumeit.
Theymightthink,“Yeah,that’sprettycool,okayIgetit,yeah,you'reright,”but
they'renotgoinghavethatbondwithher.
Sohere'sthestorysheusestomakethispoint.
And,thisisatruestory,likeallthestorieswetellneedtobe.
Again,I'mgoingtobutcherherlanguage,soifyou’rereadingthis,pleaseforgive
me,honey!
So,imagineshemadethepoint:
CoreMessagingPillar
“Hey, old and bad experiences are going to screw you up.
It’s going to ruin your day. It’s gone. Forget about it.”
Here'sherstory:
StorywithEmotion
“When I was a kid I always wanted to speak English. I took English in school and
I wasn’t very good at it. My teacher told me I would never ever learn how to
speak English and I would never come to America. And she failed me from the
class. That hurt me. That made me very, very upset.”
Shetellsthatwaybetterthanmeandwithmoreemotion,butthat’sherstory.
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Nowhere'sthemetaphorforthatstory:
MetaphorPeopleCanRelateTo
“Every time something bad happens to us, every time we get upset, it’s kind of
like life is just handing us a big rock.
And we've got two choices. We can take that rock and we can hold onto it and
we can put it in our backpack that we're carrying on our backs. And here's what’s
going to happen: We're going to have a lot of rocks in our backpack, because
bad stuff’s going to happen to us no matter what.
If we keep doing that, eventually we're going to be crushed
by the weight of the backpack and we won't be able to move.
I would have never been able to come to the United States, have a business
where I work with English-speaking clients and have an English-speaking
husband and family, if I didn't drop that backpack.”
SoNatalia’sstoryfollowsthisframeworkbeautifully…
You’vegottheemotionwherepeoplefeellike,“she’sjustlikeme.”
Andhere'sthedeal:WhensomeoneseesNatalia,she’sintimidatinglybeautiful,if
Idosaysomyself,andsopeoplefeelliketheycan’trelatetoher.Soshehastomake
herselfrelatable.
Soshe’smakingherselfrelatablethroughthisstory.Peoplehearitandthink,“Oh
man,badstuff’shappened toher?That’sgreat. Sheexperienced failure in life just
likeme?That’sgreat.”
Shetellsthestory,shecreatesthatemotionalbond,thataffiliation,andshegives
ametaphortomakethepoint.
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And this is how youwant to structure your contentwhen you’re using Intent
BasedBranding.
Nowremember,everysinglepieceofcontenthastobesupportingoneofyour
coremessagingpillars that aredesigned tohelpyourprospect to get fromwhere
theyarenow(unhappyandnotgettingtheresultsthatyoucanhelpthemwith)to
wheretheywanttobe(happyandgettingtheresultstheywant).
Here'swhy:
Thecloserthatwegettotherightsideofthisline,thegreaterthedesireofyour
prospectistodobusinesswithyou.Heorsheiswatchingyourstuffonsocialandas
heorsheconsumesthecontent,theirdesireisgoingtoincrease.
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Here’showIcanexplainthisatthemostbasiclevel.
Let'ssayyou'restarving.Andyou’reinagoodrestaurant.Thecloseryougetto
therestaurant,themoreyoucansmellthefood.What’sgoingtohappen?
You'regoingtogettotheveryrightsideofthelineandatthatpointyourdesires
issogreat,youfeellike,“Idon'tgiveadamnwhatitcosts,I'mgoingin.Idon'tcareif
there'sawaitingline,I'mhungry.”
Remember Fletch? When Chevy Chase barges in the club house and says,
“ReservationfortheUnderhills?”andhejustorderswhateverhewantsontheirbill?
It’sthesamethinghere.You'resoclosetoitthatyoucantasteit,metaphorically
speaking.
Soremember:
Thecloseryougetthemdownthislinetowheretheywanttobe,the
greatertheirdesireisgoingtobetogettheendresult.And,because
you’retheonlyfreakingpersoninthemarketplacethat’sactually
helpedtheminsteadoftryingtocramoffersdowntheirthroat,their
trustofyouisincreasing.
ThemoreIntentBasedBrandedcontentyouputoutthere,themoredesireand
trusttheyaregoingtohave.Andwitheverypieceofcontent,you’reanchoringthem
tothoseheightenedemotions,whichjustmakeseverythingmorepowerful.
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IntentBasedBrandingTrafficGettingStrategy
Now,there’sonemorepiecetotiethisalltogetherandthat’stoshowyouhow
theIntentBasedBrandingTrafficGettingStrategyworks.
Step1: Thefirstthingyoudoisfigureoutwhatthethreecoremessaging
pillarsare.
Step2: Then,youwanttocreateaseriesofvideos,andwewillcallthese
goodwillcontent.
Now, I like video best for these and I recommend that you have
aroundeightofthem.
Ofcourse,youdon’thavetocreatealleightinoneday,butultimately
youwanttohavearoundeightofthem.Thisallowsyoutomakesure
thateachvideoissupportingoneofyourcoremessagingpillarsand
that to thebestofyourability, they followthepoint-story-metaphor
framework.
Remember, it’s important that people are being helped, that they’re
hearingthestorysothatitcreatestheaffinityandthedeepbondand
thatyou’reanchoringtheseemotionstothem.
Step3: Thisiswherepeoplewanttoscrewup.Don'tmakethismistake.Don't
just post the videos on yourwall and not send traffic to them! You
wanttousethosevideosasads.
Also, please don’tmake ads that say, “Watch this video andbuymy
stuff.”
Theadsneedtoconvey,“Here'savideo.Enjoy.”Theend.
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Soyou’llsaysomethinglike,“Ihopeyoulikedwatchingthisasmuch
as I likedmaking it for you. And if you know anyonewho’d find it
helpful,pleaseshareitwiththem!”
Thereasontodoitthiswasisthatforthefirsttimeeverinthehistory
of mankind, we have the ability to know if someone watched the
freakingvideo,becauseFacebookandalltheotherplatformswilltell
us.
Soatthisstage,wejustwantthemtowatchitandbuildthatbond.
Of course, none of these platforms are going to give us the name,
addressandphonenumberofwhoeverwatchedyourvideo,butthey
willtellus,“Hey,20,000peoplesawthisvideoyesterday.And,500of
themwatchedthewholedamnthing.”
Step4: Afteralittlewhile,dependingonyourbudgetandhowaggressiveyou
are,you'regoingtohavethispoolofpeoplewhohavewatchedyour
content-someorallofit,butenoughtobeindoctrinatedandlikeyou.
ThisisgoingtobenowawarmfanbaseandNOWyoucanshow
adstothesepeople.
Andthatishowyousellstuffwithintent-basedbranding.
Now as a footnote, how likely do you think these people are going to be to
respondtotheads?
Whenpeoplealreadylikeyoubeforetheyseeyoursalesmessage-whetherit’sa
videosales letter,awebinar,anactualsales letter,aphonecallorwhatever -you
don’tneedtobethatgoodatthemarketing!:)
Peoplesaytome,“Ohman,Frank,ifIcouldwritecopylikeyouI’dbesorich.”
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Myanswer is, “No,dude, youwouldwritemoderately good copy if you could
writecopylikeme.And,itwouldtakeyouforevertowritethecopy!”
The reason I personally sell so much online is because I'm using this Intent
BasedBrandingmethod.I'vealwaysdoneit fromemail. I justhadn’tbeendoingit
onsocial.
Butnow,wecandoitonsocial,becausehere'sthefinalcoup-de-grace:
Speedandacceleration.
Someonecanwatchavideoofyoutodayandthenbegettingadsthenextday.
Gonearethedayswhereyouhavetodothisstuffformonthsoryears.
WithIntentBasedBrandingonsocial,wecanacceleratethewholething.
And with that, let’s move into “Part 2” of this book, which is a 3-step
psychological and tactical process for getting people to alreadywantwhat you’re
selling…beforeyouevereventrytosellit.
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Part2:Convert-AnEasier,MoreEfficientSalesProcess
Thepurposeof thisbook is tohelpyou. It is tohelpyourise to the topof
yourniceintermsofbrandposition,sales,goodwill,andreputation.
Another benefit you might experience as a result of deploying what you
learnisEASE.
WhenyouutilizethestrategiesIshowyou,you’llbecomemagnetictoyour
ideal customer – easily attracting them toward you the way a bright light
attractsamoth.
You’ll find yourself in great demand and you’ll find yourself able to easily
commandmoreinfeesandpricethanyourcompetitors.
And if done properly, all of this will culminate in an easier and more
efficientsalesprocess.
Your adswill convert better, your emailswill be readmore andwill get a
higherresponse,yoursalesletterswillgeneratemorerevenue,andyouroverall
customeracquisitionwillbeEASIER.
Andthebestpartofitallisyou’llbedeliveringagreatcustomerexperience
…evenBEFOREthesaleeveroccurs.
Gone are the days of hype, overblown claims, false scarcity, and sales
pressure.
Whatyou’reabouttodiscoverwillquicklypositionyouas“oneofthegood
guys”inyourmarketplace.
You’ll turn prospects into fans, fans into customers, and customers into
evangelicalconvertswhorewardyouwiththeirbusinessforyears.
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TheOpportunityWe’veBeenGiven
Thinkaboutit.WehavetheabilityRIGHTNOWtoreachmorepeople
thaneverbeforeatanypointinhumanhistory.
Andwecandosofornexttonothing,right?
Whenyouthinkaboutit,youcanputapostuponFacebook,thousandsofpeople
seeit,anditcostsusnothing.It’samazing.
ThenwecanadvertisetomillionsofpeoplethroughPPC,throughemail,
sponsoredemail,bannerads,socialmedia,etc.
It’sinsanethereachthatyouandIcanhavenowandthatopportunityalone–
theopportunitysuchreachprovides–issignificant.
Butitgetssomuchbetter.
YourCompetitorsareMakingItEasyforYou
Thebestpartofall this is that,even though there isa lotofcompetition–
because greater opportunity breeds more competition – your competition is
actuallymakingthingssignificantlyeasierforyou.
Here’swhyIsaythis.
IfyouboughtthisbookthenyouandIareonthesamemarketinglists,right?
I’m getting the same garbage you are. Hype, empty promises, and cookie-
cutteremailsthatwouldinsulttheintelligenceofa10-year-oldarethenormin
ourlittle“marketingcommunity.”
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All we have to do is just do a little bit better and we
can completely dominate the market.
Andthat’swonderfulnews!Becauseit’snotjustus.It’shappeninginevery
market.
Your prospects are probably experiencing the same thing in your
marketplace.
Yourcompetitorsinalmosteverymarketplace
havea“disposable”mentalitywhenitcomestoprospectsand
customers.
Itsucksforthecustomerbutit’sgreatforusfromacompetitivestandpoint.
Because all we have to do is just do a
littlebitbetter(ormaybeevenalotbetter!)
and we can completely dominate the
market.
Here’sthewayitis:
Inalmosteveryindustry,there’satopplayer.
Andinmostcases,theirmarketingishorrible.Itmightsell…butit’sashort-
term play because the prospects are turned off by how hype-y and high-
pressureitis.
Bytheway,ifyoudoubtthis,gobacktoyourinboxandseethelatestemail
promosfromwhatever“bigplayers”areinyourindustry.
Letmeguess…lotsofscarcitywrappedaroundhugeclaimswithnothingbut
salespressure.Soundfamiliar?Ofcourseitdoes.
Weshouldbeglad.They’remakingourjobseasy!
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Especiallysinceitdoesn’tstopatthemarketing.
Look,we’veallboughtthesamestuff.YouknowwhatI’mtalkingabout–you
buysomethingthatissupposedtoworkanditkindofworks.
And that’s supposed to be acceptable In fact – it’s the norm! “Almost
competent”hasbecomethenew“good.”
Ihavenewsforyou:
Thatmentality is giving you aMAJORopportunity to swoop in and gather
massesof customerswithgreaterease thaneverbefore justbyNOTbeingan
idiot.
Peoplearegettingmoreandmore frustratedwith“almostcompetent”and
becomingincreasinglydesperateforsomeonetotreatthemWELL.
Thinkaboutitthisway:Toamaninthedesert,evendirtypondwaterlooks
delicious.
Yourprospectsandcustomersare inthatdesert…andifyoupresentthem
withGOODwater,they’llflocktyouindroves.
So Iwantyoutokeepallof that inmindaswedive into thismethodology
now.
Remember that people are desperate for someone to actually treat them
with respect and dignity …and that they will LOVE you when you do it and
rewardyouwithsalesforyearstocome.
Sowithoutfurtherado,let’sgettowork!
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TheVictoryEquation
What we’re going to be covering here is based on an equation that I’ve
createdillustrating:
● Whereprofitscomefrom
● Howwegetthem
● Howweincreasethem
Solet’sgoaheadandgooverthatnow.Theequationgoeslikethis:
This is the pathway to profits in any business ever – and especially in a
business that's driven by a personality (such as an author, coach, speaker,
“guru,”etc.)
We start with positioning, so it’s positioning plus promotion plus process
equalsprofits.
That is really theentirebasisofhowyoucangeneraterevenue.Let’s start
withtheendgoalinmindandtalkaboutwhatspecificallydrivesprofits.
Therearetwothingsyoucandoimmediatelytoaffectprofits.
Firstofall,youcansellmorestuff.Duh!Right?
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Thisisknownasimprovementofprocess.
So, ifweimproveourprocess–meaning, ifweincreaseourconversions, if
wegeneratemoreleads, iftheopt-inpagegetsmoreopt-ins, ifthesalesletter
getsacouplemorepercentagepointsofabump–thenwe’regoingtosellstuff,
right?
Obviously.
Here’swhat’skindoffunny.Improvementofprocessiswheremostpeople
focus.Thisiswhytherearesomanybooks,courses,andseminarsabouthowto
writebetterads,getmoreleads,getbetterconversions,andsoforth.
Well – send your competitors there as fast as you can because that’s the
LEASTprofitableplacetofocusinitially.
Here’swhy:
Whatalotofpeopleoverlookisthat,inordertoincreaseprofits,wecanalso
simplegetmoremoneyforthesamesale.
Thefastestthingtoaffectthebottomlineisyourprice.
Thinkabout it. If all things remained constant and you simply doubled your
price,you’ddoubleyourbusinessinstantly.
Sopriceisworthworkingon.
Thereareessentiallythreethingsyoucandotocontrolprice.
You can have it be affected by supply and demand like the diamond
industry.
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There’s thisperceptionthat therearen’t thatmanyof them.Nowthereare
always these theories that big diamond companies have them all in a vault
somewhere,whichmayormaynotbetrue,whoknows?
Of course, that’sa littlebitharder forus tocontrol insomemarketsbut if
you’reintheadvice-dispensingbusinessorinfo-marketing,it’snothardforyou
atall.
Nowlet’stalkabouttheothertwobecausethesearethereallybigones.
There’spositioningandthenthere’svalue–andtheonethataffectsprice
themostisvalue.
Butit’snotthevaluethatyou’rethinking.
TheValueEquation
Letmegiveyouanotherequation;thisistheValueEquation:
Practicalvalueplusintrinsicvalueequalstotalperceivedvalue.Thewayto
writethisdownbythewayisPV+IV=TPV.
Okay,solet’stalkaboutit.
● PracticalValueisthethingthatyourstuffdoes.Ifyouhaveakitchen
knife, for example, it would be more valuable because it cuts
vegetablesbetterthantheotherkitchenknife.
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● IntrinsicValue istheunseenperceivedvaluethatiscreatedlargely
bypositioningandpromotion.
Youaddthesetogetherandthatgivesyouthetotalperceivedvalue.
Letmetellyousomething:
Themoneyisintheintrinsicvalue.
It’snotinthepracticalvalue.
That’s not to say in any way, by any stretch of the imagination, that you
shouldmakeyourserviceorproductlessvaluable,ok?I’mnotgettingatthatat
all.
What I’mtellingyou isyoucanhavethegreatestproduct in theworldbut
you can increase the total perceived value – once you have made it good of
course–byfocusingonboostingthatintrinsicvalue.
Iwanttoprovethattoyourightnowbecauseit’skindofaweirdconceptso
letmegiveyouanexample.
ThePracticalValueofaCar
Let’sconsiderthepracticalvalueofacar.Thisissomethingthatwecanall
relateto.Whatisgoodaboutacar,practically?
It goes frompointA topointB faster thanwalking. Itkeepsyousheltered
fromtherainandcoldandallthatkindofstuff;youcanputyourstuffinthere–
golf clubs,dog,whatever.Youdon’thave to ride thebus,ok?So theseare the
practicalvaluesofacar.
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Let’slookatthehigh-endspectrumofcarsandlet’stalkaboutthepractical
valueoftheBMW750LI.
● It’sverywellappointed
● It’sgotniceleather
● It’sverydependable
● Itrideswell
● Itlookscool
Andofcourse,everythingelse–itgetsyoufrompointAtopointB,itkeeps
yousheltered,youputstuffinitandyoudon’thavetoridethebus.
So, howmuch does it cost?Well, from $86,000 to $93,000 according to a
littleinternetresearchIdidoncars.comorsomethinglikethat.That’swhereI
gotthesefigures;theyareprettycommonknowledge.
Nowlet’slookatanothercar.
Let’stalkaboutthepracticalvalueofaRollsRoyceGhost.
It’sverywellappointed;it’sgotniceleathers,nicewoodveneersandallthat
stuff.It’sverydependable.Ishouldknow,I’monmyfourthonerightnow;they
areallawesome.They’regreatcars.
Itrideswell,itlookscoolandofcoursealltheotherstuff.Yougetfrompoint
AtopointBfasterthanwalking, itkeepsyoushelteredfromtherain,youcan
putstuffinit;youdon’thavetoridethebus,right?
Nowthepriceofthisguyisbetween$256,000and$296,000.
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The answer to why the Rolls Royce costs more is
in the intrinsic value.
Now,hereisthedeal.
Let’scomparethesetwo;a$300,000Rolls–Idon’treallythinkyoucangeta
Ghost for$256,000 for thebasemodel, it’susuallycloser to$300,000–anda
$100,000BMW(I’mgoingtorounduphere!)
● A$300,000Ghost:Verywellappointed,verydependable,rideswell,
itlookscool.
● A$100,000BMW:Verywellappointed,verydependable,rideswell,
itlookscool.
Thequestionweneed to askourselves really iswhydoes theRollsRoyce
cost300%morethantheBMW?
Especiallywhen,youconsiderthis…
BMWownsRollsRoyce.
ThatcompanyisownedbyBMW.Thecarsarestillmanufacturedthesame
butit’sBMWrunningtheshow.
TheGhostisactuallybuiltonthesamechassisastheBMW7series.They’re
essentiallythesamecar.
Themaindifferencesarecosmetic.You’ve
got adifferentbody shapeandyour interior
trim is different; slightly different quality of
leather. That could be debatable in some
casesbutthat’syourmaindifference.
There are some engine differences as well. The Ghost has a 12-cylinder
motor.The750doesnot.Howeverthe760does.
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If we want to charge higher fees and increase profits,
we need to increase intrinsic value.
Thepricedifferencebetweenthem,likeIsaid,isabout$200,000.Sowhyis
theRollsRoyce300%thepriceoftheBMW?
Well,theanswerofcourseisintheintrinsicvalue.
Againtherearesomepracticalvaluedifferences,butnot$200,000worth.So
theanswerisintheintrinsicvalue.
Here’sthething–RollsRoyceispositionedasthebest.
Inpopularculture,weuseitasametaphorfordescribingaproductasgood
–we say this is the Rolls Royce of the XYZ industry. That is how youwould
describethebestpossiblething.
Itisgloballypositionedassimplythebest.WhenyoudriveaRollsRoyceyou
have a different identity. You pull up to a meeting in a Rolls, you’re treated
differentlythanifyoupullupintheBMWorinaHondaCivicorwhatever.
You’re viewed differently. You’re viewed as a success. You’re viewed as
beingsignificant.Peoplenoticethiscar.
Thisstuffiswhatyou’rereallypayingthe$200,000extrafor.
It’snotthefactthattheremightbeaslightlydifferentgrainofleatheroran
extrafourcylindersinthemotoronsomemodels.
It’sallthisintrinsicvalue.
So, here’s the thing… If we want to raise
prices and want to be able to charge higher
fees and close those big-ticket sales, the first
step we need to do to increase profits is to
increaseourintrinsicvalue.
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Again,I’mgoingtostateitforthe900thtime–noneofthisstuffcanmakeup
fornotfulfillingonyourpromisestoyourcustomers.
Sonomatterwhatwedo,noneofthisisintendedtobeprescribedasatrick
tobeabletomakeupforhavingacrappyproductorservice.Itjustwon’twork.
Itmightworkforashorttimebutitwon’tworklongterm.
Iknowyouknowthis,butI justwanttomakeitabundantlyclear. So let’s
getbacktowork.
ThePowerofIntrinsicValue
Sowhyisthisabigdeal?
Why is increasing intrinsic value going to boost your profits more than
anythingelse?
Firstofall…
Increasingintrinsicvalueallowsyoutochargemore–and
priceisthenumberonefactorinprofitability.
People talkaboutconversionandallof thiskindofstuff,but let’ssayyour
conversion rate stayed the same; your cost to acquire a customer stayed the
same;yourcost to fulfillyourservicesstayedthesame;butyoudoubledyour
price.
Whatwouldhappentoyourprofits?
They’ddouble–boom,justlikethat.
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We need to focus on how we can charge more instead of just little
breakthroughs.
Weneedtofocusonhowwecancharge
more instead of just little breakthroughs
like “Should we change the headline?” or
“Should we use a different blogging
software?”orwhatever.
That’snotabreakthrough.
Figuringoutwaystochargemoretoclose thesehigh-ticket things, that’sa
breakthrough.
That’swherethattop1%isthatreallywantstomakeit.
Anotherreasonforincreasingintrinsicvalueis
becauseitincreasesyourdemand.
Thinkabout this –we’ll goback to the cars.Every timeFerrari comesout
withanewcar,forexample,thecarsellsoutbeforeitisevenshippedfromItaly
totheUnitedStates.
The new model is already gone and there are people paying $50,000 –
$60,000overstickerpricejusttohavethecarwhenitcomesout.
Nowthesalespersondoesn’thavetotry.
SowhenthenewFerrari458orwhateverthelastonewascameout,Ferrari
salesmenwere inheaven.Because they juststoodaroundand tookorders for
abovesticker.
Therewasnonegotiation.Therewasnoeffort.
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The demand is so high because the intrinsic value has been built up so much.
The demand is so high because the
intrinsicvalueofthatcarhasbeenbuiltup
somuch to its loyal fans that they’recrazy
aboutit.
ThesamethinghappenswiththeiPhone.AnewiPhonecomesout–thefirst
dayit’sout,theseconddayit’sout,peoplestandinlinetogetthenewiPhone.
Halfof themalreadyhavean iPhone.So they’repayingextra togetwhat’s
basically a carbon copy of the thing they’ve already got, but it’s new and it’s
exciting.Andithasallthisintrinsicvalue.
BythewaydidyouhearthethingabouthowthelasttimethenewiPhones
cameout,peoplewerehiringhomelessdudestostandinlineforthem?
Then thehomelessdudes started fightingoverwhocould stand in line for
who.It’skindofcrazy.
● Youwanttowhipyourmarketplaceupintothatmuchofafrenzy.
● Youwanttomakeyourfansloveyouthatmuch.
Allofthishastodowithintrinsicvalue.
Intrinsicvaluealsoincreasestheeffectiveness
ofyoursalesprocess.
Let’sgobacktoApple.Theydidn’thaveto try tosellyouthephoneat the
store.
They’re like, “Ohyouwantaphone, go standoutside in linewithall these
otherpeopleandwewillletyouinwhenit’syourturn.”
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DoestheFerrariguyhavetotrytosellthenewmodeloftheFerrariwhenit
comesout?
Hellno.He’slike;“Yeahwellyouknowit’sgoingtocostyouabout$50,000
morethanwhatitsaysonthewindowofthecar.”
Andthereareguysfightingoveriteverysingletimeithappens.
Ithappenswithallofthehighline.Witheverything.
Whyisthis?
Becausetheintrinsicvalueisbuiltupsomuch.Soallofthisstuffmatters.
Letmeillustrateitjustalittlemore.
We’lltalkaboutprofitshere–that’swhatthelittledollarsignsrepresentin
thediagram.
Thisisaffectedbytwothings.
Over on the left is efficiency of
process.
That means if we use a red button
instead of a blue button on our checkout
page, we might get a couple percentage
pointsmore.Well,thatmatters.
The other side of that is price. If we
double the price and everything else stays
consistent,wehavedoubledthebusiness.
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Everyfactorofpricethatyouincreasewithallotherthingsstayingthesame
andremainingconstant–that’showmuchyougrowyourbusiness.
Bothofthesethingsarefueledbyincreasingintrinsicvalue.
Bothofthemainprofitdriversarefueledby
theincreaseinintrinsicvalue.
HowtoBuildIntrinsicValue
Thequestionwenowhavetoaskishowdowebuildintrinsicvalue?
Theanswertothatiswebuilditthroughpositioning.
Now I want you to think about positioning differently. Usually, when we
thinkaboutit,wethinkaboutbigbrands,brandpositioningandallthat.
It’sprettycoolbutwe’renotinthatbusiness.
Ifyou’rereadingthisbook,you’reprobablyintheinformationbusiness.We
workwithpeopletohelpthemgetabetterresult–whetherthat’sinbusiness,
theirrelationships,diet,fitness,whateveritis.
So let’s talk about how thismatters
toyouandme.
First of all let’s identify some
magnetic positioning; some basic
positioning that will draw your people
toyou.
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Oneofthoseisexclusive,right?Wewantwhatotherpeopledon’thave.We
wanttobeexclusive–itmakesusfeelsignificant.
Another one is rare. It’s right up therewith exclusive. Look at diamonds.
They’re rare allegedly – there’s thatwhole conspiracy thing;whoknows?But
thatdrivesit.
Beingdifferenttoadegree.Beingexcitingismagneticpositioning.Originalis
magneticpositioning.Contrarianismagneticpositioning.
One of my favorites is Dan. Mean old Dan Kennedy. One of my earliest
mentorsandamentortothisday.
He’snotoriousforbeingcontrarian–heargueswitheverybodyintermsof
traditionalmedia. Hiswhole positioning is, “Look, all you big ad agencies are
idiots.Everythingyou’redoingiswrong.Icandoahundredtimesbetterthanyou
can.”Andhe’sright,fortherecord.
Mysteriousisanother.We’redrawninbymysteryandintrigue.Forbiddenis
anotherone.Totallymagnetic.Thinkabouthowhard19-year-oldkidstrytoget
intoabar?Why?Becausethey’renotsupposedtobeinthebar.
It’sjustlikecats–peoplearelikecats–youputusinaroomandclosethe
door and the only thingwewant to do is seewhat’s on the other side of the
door.
Youleaveusononesideofthedoorandcloseitandwewanttogetonthe
othersideofthedoor.We’reallwiredthesame.
Another one is popular. There’s safety in numbers. That’s a big effective
positioningthat’smagnetic.
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You can choose any of these positioning elements or make
up a different one that is going to work for you.
Affinity to market. This person is just like me. That is another level of
positioningthatismagnetictomoney.
You can choose anyof theseormake
upadifferentonethatyoufindisgoingto
workforyou.
The bottom line is to use the thing
that’sgoingtopayyouthemost.
Nowallofthisagainisassumingyoudoagoodjob;it’sassumingyouliveup
toyourpromisesandyoudelivergoodservice.
But,withthatasagiven,thethingthat’sgoingtopayyouthemostisyour
positioninthemarketplace.
Youwillbepaidthemostforyourpositioninthemarketplace.
Period.Letmeshowittoyou.
There’skindofapyramidwherewehavevaryingpositionsandthehigher
uponthepyramidyougo,themoremoneyyou’regoingtotypicallymake.
Now this is like a generally accepted
rule.Ididnotcreatethis.
At thebottomwehavethegeneralist.
The guy that does everything. The
handyman. The general practitioner
physician.
Let’slookatitatthatlevel.
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Let's think about doctors – becausewe can all relate to that. The general
physician,he’snotgoingtogetpaidasmuchasthespecialist.
Theheartsurgeonisgoingtocommandabitmoreinfeesthantheguywho
yougoseewhenyouhaveacold.Allbecausehe’saspecialist.
Nextyouhaveanauthority.Ifyouhavetheheartsurgeonwhoisthenumber
oneheartsurgeonintown–andalltheotherheartsurgeonssayyouneedtogo
tothisguy,he’sgoingtogetpaidevenmore.
He’sinevengreaterdemandbecausehe’stheauthority.Classicstuff.
Now the magic right near the top is celebrity. The power of celebrity
positioninghastwosignificantthingsthatweneedtobeawareof:
● Numberoneit’sverymagnetictomoney.
● Numbertwoitcanbeengineeredfromthinair.
I’mnotsuggestingyoubedeceptive,butallcelebrityisengineeredthrougha
series of events. We can deliberately mimic those series of events to create
celebrityinourmarketplaces.
Let me give you an example. You remember on the first season of The
ApprenticebyDonaldTrump?I’msureyou’refamiliarwithTheApprenticebut,
ifyou’renot, justbriefly,youwinTheApprenticebywinningvariousbusiness
challenges.
One year it was focused on who’s going to increase sales revenue for a
restaurant.
ThereweretwoteamsandoneteamwasledbythisguynamedTroy.Andon
thisteamtherewasthisotherdudeandhisnamewasKwameJackson.
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We can deliberately mimic events to create celebrity
in our marketplace.
IthinkhewasaWallStreetGuyatthetime.Idon’tknowwhathedoesnow.
I’msurehe’sdonewell.He’sasupersharpguy.
Their positioning was they stood
outside of the restaurant and they just sat
Kwamedownatabooth,atableoutsideof
the restaurant, and acted as if he was a
famousNBAbasketballplayer.
Theydidn’tevensayhewasafamousNBAbasketballplayer.Theyjustacted
likehewas.
They said, “Get these balls signed by Kwame Jackson everybody. Come over
hereandmeetKwameJackson.Goaheadandgethisautograph.”
Andjust likethat,peopleflockedtohimthinkingthathewasacelebrityof
somesortbecausehewaspositionedassuchandtheyboughtthesebasketballs.
Thustheirteamwonthechallenge.
Socelebritypositioningisabigdeal.
Now of course, I’m not telling you that you should just go out and do
somethinglikethat. I’mgoingtodeclarea littlebitofshenanigansonthatone
andDonaldTrumpfeltthesameway.
He’s like,youknow,“Iadmireyourhustle,butI’mgoingtodeclareaslight
degreeofshenaniganshere.”Howeveritjustdisplaysthepowerofit.
NowspeakingofDonaldTrump–let’stalkaboutpositioning,andcelebrity
positioningspecifically.
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Ican’trememberthesitethatIgotthisonbutitsaidthathisfeetospeakis
$1.5million.Canyouimaginethat?Whyisthat?WhyintheworlddoesDonald
Trumpget$1.5milliontospeak?
Let’sthinkaboutitfromapracticalvaluestandpoint.Ishethebestspeaker?
Idon’tknow–he’sprettygoodIsuppose.Ipreferotherspeakers.
NothingagainstDonaldTrump.IfI’mgoingtopay$1.5millionI’dprobably
want go see someone else. Is he providing the best content? Is he the most
inspiring?Ishethemostarticulate?Allofthesearearguable,right?
Mostpeoplewouldsay,wellhe’sgood,butIdon’tknow,notreally,I’mnot
going to go seeDonald Trump and then have the ability towalk onwater or
anything.
So with all this said, how
thehell ishegettingpaidone
and half million bucks to
speak?Ithinkthespeechwas
like90minutesorsomething.
What’sgoingonhere?The
answer is this – because he’s
DonaldTrump.That’swhy.
DonaldTrumphastakenit
upone level fromcelebrity to
the very top position that is
themostmagnetic tomoney in theworldand that is thepositionof celebrity
authority.
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There’snootherpositioninanymarketplacethatismore
magnetictomoneythanthatofcelebrityauthority.
TheDonaldTrumpcaseprovesit.
Iknowyou’veprobablyhearditbeforesothequestionisn’treally,“Howdo
weknowit’strue?”Becauseit’sprettymuchauniversallyacceptedfact.
Therealquestionis“Okay,howdowecreateanddeploythispositioningso
wecanutilizeitsbenefitsinourmarketingandinourmarketplace?”
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Your positioning will be centered around what you want your marketplace to
think about you.
Step#1:HowtoCreateandDeployPositioningSolet’sgetonit.Steponeiswewanttodeterminewhatyourglobaldesired
positionis.
Here’swhatthismeansasitrelatestous.
Positioningisdifferentforguyslikeusthanitisforbigcorporations.We’re
notasconcernedaboutbrandingandstuff.
We’reconcernedaboutgettingasmuchmoneyaspossible
whiledeliveringthemostgoodwillwecantoourcommunity.
Your positioning will be centered
aroundwhatyouwantyourmarketplaceto
thinkaboutyou.
Here’sagoodwaytothinkaboutthis.
Imaginethatyouareabouttotakethestageinfrontof1,000idealprospects
–thebestpeopleyoucouldpossibilitybepresentingto.
The perfect prospects become your customers. How would you want
yourselftobeintroducedtothosepeople?
You’reabouttotakethestage,theemceeisabouttointroduceyou.Whatdo
youwantthatemceetosayaboutyou?
Askingyourself,“Whatitisyouwanthimtosayaboutyou?”isagreatwayto
reallyzeroinonwhatyouwantyourglobaldesiredpositionorperceptiontobe.
Herearesomewaystosortofworkitout.
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The first thing you want to do is find out what your magic power is. Of
courseyouknowwhatyourmagicpoweris.Youmightbereallygoodatrapid
weightloss.Youmightbereallygoodatclientconversion.Youmightbereally
goodatinstitutingchangewithinsomeone.Whateveritis;that’syourthing.
For example, in our marketplace Jeff Walker, everyone knows him, loves
him;he’stheproductlaunchguy.AndyJenkinsisthevideoguy.
The next thing you need to understand and really identify is what your
superheroidentityis.
Thisisreallythecharacter,almost,thatyourmarketplaceknowsyouas.
I was a Mass Control surfer guy and then I switched to President of the
Internet,whichwaslargelybyaccident.Ifiguredhey,I’lltakeit.Whynot?Now
Ihavemoved tobeing theguywho isprimarily theconsultant to the internet
marketingindustry.
Soyoucandefinethis–aslongasit’strue,obviously.
Youcandefineitandyouneedtobeveryspecific
inwhatyouwantittobe.
Becausewhatyourmarketperceivesyouasisgoingtofunctionasameans
toincreaseyourconversion;increaseyourprofitability;increaseyourdemand,
andallmannerofstuff.Everything.
Soit’sreally,reallyimportant.
Thenextthingyouneedtounderstandiswhatyoustandforthatyoucan
presenttothemarketplaceandfinallywhatyoustandagainst.
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• What is your magic power?
• What is your superhero identity? What do you stand FOR?
• What do you stand AGAINST?
I knowwe’re starting to get a little ethereal here – so letmebring it into
contextforyou.
Let’s take it back to thatday; you’re about to take the stage, 1,000people
there,you’restoked.Theyhaven’tmetyou–youwanttomakethebestpossible
impression you can and we know that you’re about to be introduced by the
emcee.
Whatdowewanthimtosay?
Wellagoodwaytocraftthat
andthusreallygetclearonwhat
yourglobaldesiredpositionis,is
to fill in the blanks in this
sentence:
“[Yourname]isknownasthemostsoughtafter[insertmagic
powerorsuperheroidentity]inthemarketplace.”
So that’s sentence number one. Incidentally, you could be known as the
something else. I’m just putting “themost sought after” but, if youwant, you
couldbeknownassomethingelse–whateveritis.
Thenextsentencesays,“Heorsheisfamousfor…”
…and now you fill in this blankwith the application of yourmagic power
appliedtowhatyoustandfor.
Iknowwe’regettingalittleweirdsoI’mgoingtoshowyouanexamplehere
inamoment.
Thenyouwrapthatsentenceupwithwhatyoustandagainst.
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Thereasonthisisimportantisbecauseoneofthemostclassicandeffective
headlineformulasintheworldissomethingIcall“howtoyaywithoutboo.”In
otherwords,howtogetanawesomeresultwithoutbadstuff.
That’swhywewanttohavethisinthelastsentenceintermsofbuildingup
yourglobaldesiredperception.
Letmegoaheadandjustanswertheseblanksorfillinthissentenceforyou
asitwouldpertaintomyownbusiness.
IfIwerebeingintroducedhereiswhatIwouldwantthemtosayaboutme:
Frank Kern is known as the most sought after direct response Internet
marketingcopywriterandconsultant….
NowI’llstopthere–whatamIdoing?I’minsertingmysuperheroidentity
andalsomymagicpowertoadegree.
Yeah, mymagic power is getting clients, etc. for consultants, coaches and
serviceproviders,helping themstructure thatbusinessandachievesimplified
growth.
SoI’minsertingallofthatinthere.Andnowwecontinue:
Frank Kern is known as the most sought after direct response Internet
marketing,copywriterandconsultantintheonlinebusinesscommunity.
InthepreviousexampleIsaidinthe“marketplace.”Butyouwanttodefine
yourmarketplacealittlemore.SoIsaidinthe“onlinebusinesscommunity”.
Nowwe go to the second half of this – “He is famous for…” and now I’m
goingtoinserttheapplicationofthemagicpowerinconjunctionwithwhatitis
Istandfor.
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HeisfamousforcreatingwildlyprofitableInternetmarketingpromotions…
That’stheapplicationofthemagicpower.
…thatalsoskyrocketbrandloyaltyandgoodwill.
Becausethat’swhatIstandfor.Ifanyone’sstudiedwithmeforanyamount
of timeyouknowthatmyprimarygoal isnotonly togeneratecustomersand
clientsbuttodosoinawaythatbuildsgoodwill.
Nowthefinalpartofthissentenceis:
…withoutbeingobnoxiousorevenremotelysalesy.
Whatarewetakingaway?ThethingthatIstandagainst.BecauseonethingI
can’t stand in the marketplace and in marketing in general is that hype-y
obnoxious“metoo”typeofstuff.
Somyassignmentforyouistoreallygetveryclearonthis.
Youdon’tactuallyhavetousethisasastatementinyour
advertisingbutyouwanttoframeallofyouradvertisingand
promotionalmaterialsaroundthisperception.
When youdo this exercise, this is howyou get really clear on your global
desiredperception.
Whatdoyouwantthemtothinkaboutyoubeforetheyevenhaveachance
tomeetyou?
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Justtobringeverythingbackdowntomechanics,here’swhereweareinthe
equation. We just did that little exercise and figured out what you want the
positioning tobe.Wedid so in away thatwouldbe conducive to yougetting
moreclientsandcustomerswithgreaterease.
Wedidthe“Imagineyou’reabouttotalktoa1,000people.”
Oncewe’veestablishedyourglobaldesiredposition,onceweknowexactly
whatthatis,it’stimetodeployit.
Sonowwe’reinthisphaseoftheequation,whichispromotion. Thereare
three aspects to promotion and the first onewe’re going to dealwith here is
somethingcalledpre-framing.
Pre-Framing
ThefirstthingIuseaprocesscalledpre-framing.
Pre-framingisessentiallyusingmarketingtocontroltheir
opinionsandfeelingsaboutyoubeforetheyevenhaveachance
toreadyoursalesmessageorinteractwithyouinanyway.
It is literally just likethatannouncer introducingyouonstage. Everything
we’retalkingabouthereisbeforethepointatwhichtheyoptintoyourfunnel.
So,thispre-framingstuffalloccursbeforetheyevenoptin.
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Ifit’sdoneproperly,bythetimetheyoptin,theyalreadyloveyou.Andmost
ofyourbattleisalreadywon.
Soletmeshowyouhowtodoit.
WetalkedaboutDonaldTrumpearlier.Let’stalkaboutwhathispre-frame
is.
This is stuff we believe about Donald
Trump before we even have a chance to
consume any Trump material or
propaganda.
WethinkDonaldTrumpisaboss. He’s
tobeobeyed.Hemightfireus.Hegetswhat
hewants.Andofcoursehe’sacelebrityand
he’sanauthorityonthetopicofmoneyand
businessingeneral.
He’sreallyestablishedallofthatpre-framing
andpositioningbeautifully.
Let’stalkabouthownormalfolkslikeusdoit.
We’renotinthemassmediaworld.Mostofusareintheonlineanddirect
responseworld.Howdowedoit?
Itisaprettysimpleprocesswithalotofmovingparts.Allofthisiseasyto
doifyoupayattentiontoit.
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Whatwe’restartingwithoveron the left isourstartingpointandoveron
therightrepresentsusmakingmoney.
Herewegoinsequence.Thefirstthingwedo,justlikewedidaminuteago,
is we determine with great care our global desired perception or position. I
alwaysmixthemup.It’sthesamething.
Oncewedothat,wedecidetoestablishit:“I’mgoingtostakemyclaimhere.
I’mgoingtoplantthisflaginthemarketplace.I’mthisperson.ThisiswhatIstand
for. Here’smymagic power. Here’smy super identity. And here’swhat I stand
against.”
Nowthatwehavethat it’s timetodeploy it firstwithpre-framingthrough
marketing.
Here are some examples of pre-framing materials. These are things that
peoplecanseebeforetheyactuallyinteract.
● PPCadcopy. Itmatters;what they see in theadaffectseverything
theydoafterclickingonthead.Itsoundsbasicanditis.Butthere’sa
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If you can get your stuff in someone else’s product, you
are pre-framing a buyer, which is perfect.
twist to it thatmakes itmorepowerful. I’ll explain in aminuteand
showyouanexample.
● Viralvideos.Thisisstufftheyseeofyou.I’llgiveyousomeexamples
inaminute.
● Syndicatedcontent:Inthiscase,thatmeansarticleswrittenbyyou
inotherpeople’sproductsandonotherpeople’swebsites.Ifyoucan
getyourstuffinsomeoneelse’sproductyouarepre-framingabuyer,
whichisperfect.
Thismeansthatsomeonehas
bought a similar product or
service to you and now they
are reading something
written by you, which thus
placesyoupsychologicallyon
a level playing fieldwith the sameperson they just gavemoney to.
Thatremovesalotofresistanceforyousoit’sabigone.
● Articles written by you. I was approached multiple times by
SUCCESSmagazine.Theysaid,“Doyouwanttodoanarticle?Doyou
wanttodoaninterview?”
Myresponsewasaresounding,“Hell,yes;Iwanttodoanarticleand
aninterview.Iwilldrivetoyourstudio.Iwilltakethetimeoutofmy
daytodothat.I’dbedelighted.”
Why? Because it’s good pre-framing.My namewas on the cover of
one of themore recent ones right above Richard Branson’s head –
whichIthoughtwasawesome.
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Everything they see of you and the message they get
from you matters in the next part of the process.
● Interviews. Interviews with you is another one. Who you are
interviewed by makes a huge difference and who you are
interviewingcanmakeabigdifference.
● Blogposts.Blogpostsbyyouarealsogoodpre-framingthings.
● Forum contributions. I know people who actually do the vast
majority of their prospecting and client acquisition through
answeringquestionsonforumsandFacebook.Nokidding.
All of this is pre-framing. People are
seeing this with no pitch included at all.
They’rejustseeingyoubuteverythingthey
see of you and themessage they get from
youmattersinthenextpartofthisprocess.
Once we establish all of that, now we have the second phase – which is
somethingIcallindoctrination.Thisisreallywhatstartstohappenatthepoint
ofopt-inandbeyond.
Then, when they finally give you the money, we have something called a
conversionprocess.
I’m going towalk you through all of these thingshere. This is going to be
significantly important to those of youwho decide to implement this in your
business.
Mygoalhereisforyoutoimplementthiswitheaseandclarity
andthusmakesignificantprofitsasaresult.
Let’sseeifwecanmakeithappen,okay?
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SomeExamples
The way I learn everything is by example so I figured I might share that
processwithyou.Soletmegiveyousomeexamples.
Hereisanexampleofpre-framingandPPC.Thisisanearlyone.I’llshowyou
arecentoneheresoon.This iswhenIwasdoingmyfirst testusingFacebook
advertising.
I don’t really talk about
this a lot but I have spent
almost$300,000inFacebook
PPC advertising in the past
fewyearspromotingmyown
brand.
Most of that money was
spentyearsago.
Thesedays,Ireallydon’thavetopromoteverymuchbecauseofwhatIdid–
whichisperfectlyinlinewitheverythingI’mtellingyounow.
SoallthestuffI’mtellingyoutodo,Ididit.ThatisthemomentumI’mriding
oncurrently,whichisawesome.
Let’slookattheelementsofpre-framing.
BackwhenIdidthis–itwas2010andIknowtheexampleisalittleblurry–
mysuperhero identitywas thiscrazy irreverentguy thathappened tomakea
wholebunchofmoney,Iwantedtobecongruentwiththat.
Beforetheyevenclick,theysee“Young,RichandCrazy”.
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Now it’s important to understand something – and this is worth writing
downandreallyadheringtoregardlessofwhatyoudofromthispointforward.
Inmarketingandsalesnotonlydoyouwanttobe
magnetictotheclientsthatyouwant,youwantto
berepulsiveandrepellanttotheonesthatyoudonotwant.
So to this day I do notwant uptight, uncool, anal-retentive people. I don’t
work thatway. I’mnot going to dealwith it. I dowant fun, creative, exciting,
enthusiastic,optimisticpeople–whoarealsohardworkers.
Ifwelookatthisheadline,whatdoesitdo?Wellanuptightguywithastick
uphisassisgoingtolookatthisandgo,“Idon’tlikethisguy.”
Butsomeonewho’sprettycoolandprettyfuntoworkwithwilllookatthis
andsay,“Okay,maybeI’llcheckthisout.”
Nowthere’sanotherelementofpre-framinginhereaswell.
Remember I told youmy superhero identity – part of that is highest-paid
Internetmarketingconsultantintheworld.Actuallymytitleisalittlelonger!
Well, that’sanotherexampleofpre-framingrighthere inthead.So,before
theyevenopt-inorseeanythingaboutme, thisstuff isalready implanted into
theirsubconsciousandintotheirminds.
They’realreadyformingthatopinionbeforetheyevenhaveachancetodo
anythingelse.Youwantthemtobemalleable.Youwantthemtobereceptiveto
youbeforeyouevenpresent.
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I’llshowyouanotherexample.RememberIsaidviralvideos.Checkthisout.
Thisvideoisnotmine.Thiswasuploadedyearsandyearsagobysomeone
goingbyFrankKernMassControlonYouTube.That isnotme. Idon’tupload
myownvideostoYouTube.Thiswasviewedover82,000times.
Nowthisisimportantbecauseitpre-framesmetobeonthelevelwithTony
Robbins;tobeanequalandappearwithTonyRobbins.
Why?Becausehe’sinterviewingJohnReeseandme.RememberwhenIsaid
whointerviewsyouisvery,veryimportant;itreallyhelpsyou.
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If I got interviewed by Jeffrey Dahmer or Bernie Madoff or something I
wouldn’treallywantthattobeonYouTube.Thatwouldbekindofbadformy
positioning.
Buthey,whynottakeadvantageofthis?Soyoucanengineerthesethings.
InthisinterviewIdon’tpromotemyselforsellanythingofmineatallbutI
havegottencountlesscustomersandclientsasaresultofthisveryinterview.
Here’s another example, speaking of our friend Tony. This is when he
recordedsomefootageofmespeakingatoneofhiseventsinLasVegasandput
itonhisblog.
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Pre-framenumberoneisthefactthatitisonTony’sblog.RememberIsaid
blog posts and articleswritten by you and about you can really help? This is
essentially the equivalent of a blogpostwrittenby and aboutme. It is a post
aboutmebutIamappearinginthepostonvideo.
Wehavealotofpre-framinggoingonthere.ThefactthatI’monthereispre-
framingmeasbeing in the sameuniverseand caliberas thesegreatbusiness
leaders,whichisatremendoushonorformeasyoucanimagine.
And there’s also a little more. In the body copy, I’m referred to as an
“Internetmarketinglegend.”
Incidentallyonthatday,I’llneverforgetit.Ididn’tplantospeakthatday.I
went, IsawTony.Therewasaguythathadaquestion.HewasinabusinessI
used tobe in–merchant servicesyearsago–andhehadaquestion. I texted
TonyandIsaid,“Heyman, ifyou’dlikemetoanswersomeofthesequestions
aboutlead-genI’dbehappyto.”
Thiswasoneofmyareasofexpertiseandstillis.Hegoes,“Cooldude,why
don’tyoutalktomorrow?”
I’m like, “Okay!” So I stay out super late the night before because it was
Vegas.What am I going to do, right? I stayed out all night the night before. I
showedupandI’mlike,“Okay,whattimedoIspeak,likeoneo’clock?”
They’relike,“Yeah,rightbeforeyouwe’vegotTony,PeterGuber,themovie
guy,andSteveWynn.”SoIhadtofollowthoseguys.Couldyouimagine?Itwas
crazy.
Iwasshakinginmyboots,butitwentoverwellandtherewasvideoofit.
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That’ssomegoodpre-framingthere.That’sexactlywhatIwantmymarket
toseeandknow.
Asamatteroffact,thatstoryrighttherecouldactuallybeconsideredabitof
pre-framingtoimbedthatFrankKernisonthesamelevelwiththeseguys.He’s
abletotextTonyRobbinsandjustappearonhisstageonawhimandhe’sable
tospeakwiththeseincredibletitansofindustry.
Everythingyoudoandsaycanbeusedforyouin
yourfavor,ifdoneproperly.
Here’s another example of pre-framing – remember when I talked about
syndicatedcontent?Whereifyoucangetinterviewsoranycontentinsomeone
else’s product that youwant to access their customers and clients and you’re
reallydoingagoodjob?
Well, I helped Tony
create a series, still for
sale to this day, he talks
aboutonQVCalot.About
every twomonths I’ll get
all these texts and
Facebook messages,
“Tony Robbins is talking
about you on QVC.” It’s
awesome.
We created the series
–it’scalledMoneyMasters
– where he interviews people who are very successful in what we call new
media,whichistheInternetandnon-traditionalbusinesses.
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Weconceptualizedandcreatedthistogether.Iamintheproductandonhis
page–andwehaveatriplepre-frame:
● ThefactthatI’monthepageisone.
● ThefactthatI’mintheproductisanother.
● He’s saying good things about me on the page itself, perpetuating
legend.Whichisperfect.
Allofthisstuff;everythingI’mshowingyouwhenpeoplesay,“Manhowdid
yougettobeengineeredinthismarketplacebeingsofamousandsuchacelebrity
andblah,blah,blah?”Thisisit.Thisisthebigsecret.
Do this stuff. You engineer it like this. None of it’s hard. I’m not doing
anythingparticularlydifficult.I’mjusttalking,answeringquestionsandstuff.
Here’sanotherone.Thisisavideointerviewthatsomebodydidwithmefor
amovie.
This was posted on a blog I
think by a client friend of mine,
Chris McCombs. It's a classic
example.
Those are some examples of
pre-framing. It gets all the way
fromtheminutia–thelittlePPCad,
thebannerad, thatemail someone
mightseeaboutyou,thearticlethat
youpublishedallthewayuptothebiggerstufflikebeinginsomeone'sproduct.
That’showpeoplelikeusengineerit.
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This is where people drop the ball in business; they
don’t soften up the prospect.
Step#2:Indoctrination
Once they have come into our sphere as a result of our pre-framing
materials,ournextphase–intermsoffirmlyimplantingthispositioninginthe
marketplace and magnetically attracting who we want – is a process I call
indoctrination.
Yourindoctrinationmaterialsarewhattheyseeafterthey
havebeenpre-framedtoalreadythinkyou’reawesome.
This iswherepeopledroptheball in
our community and in all business; it's
thattheydon’tsoftenuptheprospect.
It’s kind of like, you say, “Hi, my
name’s Frank,” she goes “Hi,my name’s
Natalia.”Yousay, “HiNatalia, let’sgo tobed!”andshe’s like, “What thehell is
this?”
That’swhatpeopledoinbusiness.
Theydon’tdoanysortofcourtingoftheprospects.
Thispre-framingindoctrinationisallpsychologicallypowerfulstuffyoucan
do to make them want to do business with you before they even have the
chance.
This of course increases your demand and increases your intrinsic value;
increasesyourabilitytocharge.Everythingiseasierwhenyoudoit.
Indoctrinationand conversion is everything from the time theyopt-in and
landonthatlandingpagetoaftertheyhaveboughtandyourongoingrelations.
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Indoctrinationmaterialsarewhattheyseeaftertheyhavebeenpre-framed
and the goal of indoctrinationmaterials is to control their levels of trust and
desireleadinguptoyourconversionprocess.
Letmeshowyouwhereweareintheequation.LikeIsaid,wewentthrough
anddeterminedthepositioningandwe’restillinthepromotioncategory.
We have attracted them through pre-framing and now it is time to build
themup, build up the desire and trust through indoctrination. So that is our
nextphase.
Now,whatareIndoctrinationmaterials?
Launchvideos:They’relaunchvideostoadegree;postopt-inlaunchvideos.
Thestuffyouseebeforeyouopt in toa launchseries ispre-framing,butonce
you’reinthefunnelthoseareindoctrinationmaterials.
Webinarsareindoctrinationmaterialstoadegreeandtheycanalsobeused
asconversionmechanisms.We’lltalkaboutthatinaminute.
Manifestos/PDFs:YouknowourmanRichSchefren?He’sadelightfulman
– just lovely. He broke into the industry and really made a huge splash by
creating a PDF, which was a manifesto. I’m guessing you’ve read it – “The
InternetBusinessManifesto”–Ithinkthat’swhatit’scalled.
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The bottom line is don’t overthink this. Whatever one feels natural, use it.
It’s been downloaded like a million times by the way. Incidentally if you
haven’t readhisManifesto,whatdidyou justexperienced there? Pre-framing
forRich.
If you were to go read that Manifesto now, you would probably read it
through different eyes than if you saw it through a different pre-frame. I’m
tellingyouthisstuffisabigdeal.Thelittlethingsadduptohugethings.
Teleseminars:Nokidding – teleseminars. I knowadudewhodoes seven
figureswith recorded teleseminars. I swear to God. You guys probably know
him. It’s Kevin Nations. The guy does teleseminars. I mean dude, it’s 2014!
Seriously,teleseminars?
Buthedoesthemandtheyworkgreat.
Speakingofindoctrinationmaterials,whatarethebesttouse?Whatwork
thebest?
Well,videoisabigone–ifyou’renotusingvideo,startusingvideo.It’snot
hard.Ifyoulookterribleoncameraandyou’rescaredofbeingoncamera,then
don’tbeoncamera.Recordyourscreenandtalk.Nottoohard.Notabigdeal.
Youcannotgowrongwithwebinarsifdoneproperly;evensomewhatbadly,
theycanreallybevery,veryprofitable foryou fromasalesperspectiveanda
customerandprospectloyaltyperspective.
The bottom line is don’t overthink this.
Whateveronefeelsnatural,useit.
Kevincrushesitwithteleseminarssoyou
don’t have to overthink it. Use whatever
you’redrawnto.
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Whichever one of these four – pick one and go. Don’t beat yourself over
havingtodoallof themperfectly. Justchoosewhicheveroneyouwanttoand
go.
I’mgoingtogiveyousomeexamplesofseveralofthese.
Thisisindoctrinationmaterialtoindoctrinatepeoplewhoalreadyknewme
intoviewingmeasthe
President of the
Internet.
This is from
2012’s State of the
InternetAddress.
I have done this
almost every year
since 2010 – I took
2013off.
Thisisacelebrity-buildingpieceofindoctrination.
Anotherone(notshown)wasforalaunchIdidcalled“ListControl”andthe
titleofthatvideowas“MysteriousStranger.”
That was one of my more famous videos, which got people to really be
indoctrinatedtomeassomeonewhoisaflat-outexpertondeliveringgoodwill
andbuildingsubscriberloyalty.
Thepurposeofthatindoctrinationvideowasn’ttomakeasale.
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Thepurposeofthevideowastostrengthenthat
relationshipsothat,whenit’stimeto
makethesale,theconversioniseffortless.
Peoplearesaying,“Yeahdude,butIdon’twanttobeoncamera.Idon’thave
afancyvideoguy.Idon’thaveanytechnicalskills.”
Letme show you one ofmymore notorious yet highly effective pieces of
indoctrinationmaterial.
Idon’twantyoutobeintimidated
by the incredible degree of
professionalismIamexhibitinghere!
Iwrotethisonaplane.
Theguybesideme thought Iwas
completelyoutofmymind,I’msure.
This is something like a 20-30
page handwritten manifesto that I
wrote on a plane railing against the
negativity in the media and scarcity
mindset; it was used during a
promotion for a product that I
createdcalled“MassControl.”
ThisthingwasdownloadedI thinkeightyorahundredthousandtimes. It
wascirculatedlikecrazyandpeoplelovedit.
I wrote it by hand and ran it through a scanner. Boom! Indoctrination
material.
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Wedon’thavetooverthinkthis.
Itjusthastohaveagoodmessage.
Andwhatyousayisimportant.
I’llsayallofthisagaintoreallyclarifyforyou.
Here’s the function of the indoctrination process: Number 1 is to further
establishpositioning.
So,whenIshowedyoutheStateoftheInternet,thatwaswhenIwasfurther
establishing moving away from crazy marketing guy to President of the
Internet;amorerealbusinessguy.
Thatwasreallyafunctionofpersonalmaturity.
Alotofpeoplesay,whydidyoudothat?Didyoufinditwasabetterwayto
attracttheclientsyouwant?
ThetruthofthematterisIjuststoppedpartyingallthetime.
Well I don’t actually live like this. There’s no point in pretending. I live a
morenormallifenowI’minmy40s.I’vegotchildren,etc.
Aswellastofurtherestablishpositioning,anotherobjectivewastoestablish
goodwill.I'vesaidthisbefore,I‘llsayituntilInolongerwalktheEarth:
Ourincomeisoften–andbyoftenImeanalmostalways–
directlyproportionaltotheamountofgoodwill
thatwehavewithourmarketplace.
Throughindoctrinationmaterials,youcanestablishandmaintaingoodwill.
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Nowwhen you have that goodwill and they like you – they feel like they
knowyou,likeyouandtrustyou–whathappens?Yourconversionprocessis
moreefficient.
Whatisoneoftheways,oneoftheonlytwowayswecanincreaseprofits?
● Way#1:Optimizeyourconversionprocess.
● Way#2:Increaseprice.
Establishing goodwill, further establishing positioning does both. So you
reallycan’tgowrongthroughthisindoctrinationthing.
Anotherthingisyouestablishtrust.Whywon’tsomeonebuyfromyou?
Thereareonlytworeasonswhysomeonewon’tbuyfromyou.
● #1:Theydon’twantit.Sometimesthere’snotalotyoucandoabout
that.Heyiftheydon’twantit–theydon’twantit.
● #2: They don’t trust you. Well we can do a lot about that.
Indoctrinationmaterialestablishestrust.
The next point about indoctrination material is very, very important. It
buildsdesire.
We’ve all had this experiencewherewe see something – oh that’s kind of
cool.Butwedon’treallywantitbadly.
Then,overtime,we’reexposedtoitmoreandmoreandwe’relike,“ManI’ve
gottohaveoneofthose.”
That’swhenindoctrinationprocessaccelerates.
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Weshouldneverassumethatsomeoneisjustgoingtowanttobuyourstuff
immediatelyuponseeingus.
Wehavetoreallyindoctrinatethemtofeellikethey
knowus,likeus,trustusandwantourstuff.
Theyhavetobuyintoourpositioningandidentifywiththatpositioning.
It is a very, very well-orchestrated, finely-tuned machine that can yield
massive,massiveresults.
ThankGod,nobodyreallydoesthisinourcommunity,whichisgreat.
Thatmakes it very simple for people like uswho arewilling tomake the
effort,whichisn’tparticularlythathardtodo.
And of course I’ve kind ofmade this point earlier; the purpose of it is to
greasethewheelsfortheconversionprocess.
Incidentallyallofthisstuffbuildsintrinsicvalue:
● Thepre-framingbuildsintrinsicvalue.
● Thepositioningisahugeintrinsicvaluebuilder.
● Indoctrinationcontinuestobuildthatvalue.
Andwhatdrivesprice?Intrinsicvalue.
Total value actually drives price but the most important part of that
equationwasintrinsicvalue.
I asked about the Rolls Royce $200,000 difference versus BMW – pretty
muchthesamecar.What’sthedifference?Intrinsicvalue.
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Step#3:Conversion
Nowlet’stalkaboutstep#3,whichisconversion.Aconversionmechanism
issimplytheprocessthecustomergoesthroughwhentheygiveyoumoney.
Thegoaloftheconversionprocessorthe
conversionmechanismistomakethesale
whilemaintainingpositionandgoodwill.
Nowwehavetwochoices:
● Wecanseeifwecanworkhardenoughandlongenoughtobeoneof
the.05%ofthemarketingandbusinesspopulationwhoisamasterat
writingcopyandcraftingads.Thatisonewaytoincreaseconversion.
● Orwecanmasterpositioning,pre-framingandindoctrination.
Door#2is1000%easier.Amillionpercenteasier.Becauseit’snatural.
We’replayingtonaturalhumanpsychologywhenwedothat. Let’slookat
whereweareintheequationrightnowandI’llgiveyousomemorestuff.
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Weestablishedpositioning;Iwalkedyouthroughthatexercise–the1,000
people thatyou’reabout tobe speaking toandyouwant themall to loveyou
throughwhattheybelieveaboutyoubeforeyoutakethestage.
Wesaid,“Hey,ifwe’regoingtowantthese1000peopletobelievethat,we
might as well want the world to believe that.” So we talked about how we
promotethatpositioningthroughpre-framingandindoctrination.
Andnowwe’reonconversion.Lookatthebigpicturehere.
We start by deploying magnetic positioning through pre-framing.
Rememberwewentover theexamplesofmagneticpositioningas itrelates to
ourmarkets.
Thenwesaid,okay,wepre-framedwithPPCads,guestappearanceonblogs,
atseminarseven,emailssentby jointventurepartners, syndicatedcontentor
evensoloads.Itdoesn’tmatter.Allkindsofstuff.
Thenwesaid,oncewe’veattractedthem,nowweneedtoreallybuildthat
desireandtrustandfurtherbuildintrinsicvaluethroughindoctrination.
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Actually, indoctrination begins at the opt-in page and then what they see
immediatelyaftertheyopt-inmatters.
Thefollowupsequence,whatwesayintheemail,whatweputinourvideos,
whatweputinthePDFsthatwegivethem;whatwesayinthewebinarsthatwe
hold for them and even, if you want to go old school, what we say on the
teleseminars.Allofthatstuffleadstoaneasierconversionprocess.
TheConversionProcess
Let’stalkabouttheconversionprocess.Therearemultiplewaysyoucanget
money.
Themostefficientandmosteffectivewaytogetmoneyis,
ofcourse,aone-on-oneconversation.
It’s interesting; inmarketing–and Internetmarketingspecifically–wedo
everythingpossibletoavoidhumaninteraction.
Wetrytojumpthroughallofthesehoopsandmasterthesenearimpossible
artforms.Toadegree,wefocusoncraftingperfectsalespresentationsinprint
and on video to avoid one-on-one conversations; but if you do a one-on-one
conversationit’sliketheeasiestprocessintheworld.
Next is the sales letter, then the follow-up sequence, the video sales letter
andapieceofdirectmail.
Yourofferstructureitselfhasanimpactontheconversionprocess.
Blogpostscanactuallybepartoftheconversionprocess.
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The Triangle of Trust is simple. You
make a video about something
you’re selling and you put it on your
blog. The video does the selling for
you, and there can be a link to the
sales letter or order form below it.
Then you simply send out an email
telling them about your recent video
blog post.
Thatmaysoundstrangebut, if you’re familiarwithmy “TriangleofTrust”
methodology,blogpostscanselllikecrazywhilestilldeliveringgoodwill.
Westartwithmagneticpositioning throughpre-framing;wesoften them
up through indoctrination and then, if we do that properly, our conversion
processcansometimesbehorribleandwe’llstillgetthesale.
TheStealthModeforConversion
Iwanttowalkyouthroughexactlywhy,butletmeshowyouhowwedoall
ofthisinstealthmodefirst.
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Wewant to startwith thegoalof effective, easy conversionbeingourend
resulthere.
We’re going to go through this as if we’re using celebrity authority
positioning.
We start out by pre-framing to establish the celebrity and authority
positioning.
Thenextthingwedoisweeducatetheminourindoctrinationmaterials;we
educate them to further establish the authority positioning so that they can
comeinthinking,“Oh,thisguyisfamousforallkindsofstuff.”
Thentheycomeinandwestartprovidingvalueandeducatingthem.
Whenyoueducate,thebrainautomaticallyassumesauthority.
Sowecanwriteabook;thebookcanbeacompletehorseshit,butthepeople
who read the book say, “Oh, this guy must know he's talking about. He's an
authority on the subject, hewrote thebook”, right?Well, that's the sad truth.
Fortunately,mostbooks are accuratebutmanyof themarenot. So education
createsasenseofauthority.
Furthering thisprocess,weengagewith themtoestablishgoodwill,desire
and trust.These threearepartof indoctrinationandwemotivate and inspire
themtoretainourpositioningandcreatemoreloyaltywiththem.
I'll give you an example of that. One indoctrination email I sent had the
subjectline,“Ibelieveinyou,”andtheemaildidn'tsellanything.
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Therewasno link in theemail. Itwas telling the storyabouthowmy late
grandfather used to tell me that I could do anything that I wanted to do if I
workedhard,putmymindtoitandIbelievedhim.
It'sbecauseofhisfaithinmeandthosewordsofhisthatIgotthroughmany,
many hard times and challenges in my life; they are directly responsible for
someofthesuccessthatI'veexperienced.SoIwrotemylist,Itoldthemabout
thatandIsaid,
“Ijustwantyoutoknow–incaseyoudon'teverhearthisfromanyonelikeI
gottohearit–thatIbelieveinyou,andyoucandoitandhanginthere.”
I'lltellyou,thatemailistheoneofthemostimpactfulemailsI'veeversent.
ThatwasyearsagoandIstillhavepeopletalkingaboutittothisday.
Neverunderestimatemotivatingandinspiring
toretainpositionandcreateloyalty.
It'salsoagoodthingtodo;itfeelsgoodtomakesomeonehappy.Youknow,
justspreadpositivityintheworld.Wouldn'tyouagree?
Finally,toaidineffectiveconversion,allofthesethingsIjustmentionedare
designed to pull that prospect to you instead of pushing your products and
servicesonthem.
Now, about conversion, here's the fact. The further removed from your
conversionprocessyouare,themorecomplexitmustbe.
Remember I said, we're terrified of human interaction because we're
introvertedinternetmarketers,likesomanyothers,right?
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Your pre-framing and indoctrination efforts have more
effect on your conversion than all the tricks and tactics combined.
Sowebuildallthesecomplexmachinesbasicallytoengineerasalewithout
ushavingtodealwithanybody.
Well,ifyoujustdealwithsomeone,itbecomesmindlesslysimple,right?
Ifyou'relookingtoincreasetheeaseofwhatyousell,justevenemailing
backandforthwiththeprospectpersonally,cancreatemassivesales.
Infactrecently,inthispastyear,Ididthreeexperimentswiththatandsold
over a quarter million dollars’ worth of stuff by email only. No sales letter;
nothing.Justemailsbackandforth.Itwasphenomenal.
ThePowerofPre-framingandIndoctrination
Now, advancing onwards,
another fact. Your pre-framing and
indoctrination efforts have more
effect on your conversion than all
thetricksandtacticscombined.
Youcanusetheredbuttonorthe
bluebuttonor change theheadlines all youwant. It's going to give you some
incrementalbenefit.But…
Youwillhavebreakthroughlevelchangewhen
youmasterpre-framingandindoctrination.
Infact,Iwillamendthatstatement.Idon'tbelieveyouhavetomasterit. I
believe you could do it half-assed and still have breakthrough level change
becausenobodyelsedoesit,right?
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We'reallinthesamemarketplace.Weseewhateverybodyelsedoes.
● It'snotthathardtobedifferent.
● It'snotthathardtobebetter.
I'minvitingyourightnowtoriseupandbebetter.
Now let me prove all this stuff – how important pre-framing and
indoctrinationis,andhowitaffectstheconversionprocess.
TheAngelinaJolieTest
IthinkAngelinaJolieisthesecondmostbeautifulwomanintheworld,next
to my wife Natalia who, interestingly enough, looks in many ways a lot like
AngelinaJolie,I'mhappytoreport!
Angelina is a beautiful lady; now some
folks are saying, “Well, Yeah? Okay, but
there's a lotofbeautifulwomen.Haveyou
even been to Ukraine or Russia for
example? They're all over the place. It's
crazy,right?”
So, what makes this lady so special?
Well first of all, of course she is naturally
beautiful, just like you and I, in regards to
ourabilitytofulfillourpromises.
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Soifherpromisewas,“Iwanttodelivertheexperienceofyoubeingwitha
beautiful woman,” she can do it just like that. If I promise you I'm going to
delivertoyougoodadviceoncustomeracquisition,Icandoitjustlikethat.
If you're going to promise yourmarketplace that you can deliver to them
thiscertainexperienceandthiscertainservice,youcandothat.Right?
So,we'veallgotthatgoingforward,sowhatmakeshersoindemand?
Well,itispositioningandpre-framing.
Now, look at this. You've seen this, I'm sure. She has been on a gazillion
magazinecovers,right?
Here she is being pre-framed as “The Sexiest Woman Alive” by Esquire
Magazine. That's a pretty big statement,
“SexiestWomanAlive”!
Andnow,hereinPeopleMagazine,she
is listed as one of the 100Most Beautiful
People,intheworld.
Classicpre-framing,classicpositioning.
Now, let's talk about Angelina Jolie
tryingtogetadate.
Howharddoyouthinkitwouldbefor
hertogetadateifthiswasthesalesletter
shesenttoalistof500billionaires?
Let'ssaywehave500billionaireeligiblebachelormen;verypowerful,very
discerningmen.
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Howharddoyouthinkitwouldbeforhertogetadateifshesentthisletter
tothem?
Dear Peckerheads,
Which one of you losers wants to buy me gifts, take me
around the world on luxurious adventures and cater to my
every whim?
You need to let me know in the next 12 seconds or
forget about it.
Hurry up, dammit!
Angelina
Iguaranteeyou,assureasthesunwillrisetomorrow,thatherresponserate
from that letterwouldbebetter than just about anything youor I could ever
createforourownadvertising.
Why?
● Becauseofherpositioning.
● Becauseoftheindoctrination.
● Becauseofherpre-framing.
Thesebillionairedudescanprobablyhavewhateverbeautifulwomaninthe
worldthattheywantasdates,butAngelina'sspecial.She'sonmagazinecovers;
it says right here in the magazine that she's the Sexiest Woman Alive. That
buildsupallmannerofintrinsicvalue.
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In marketing, we can cause the same type of
compliance with our prospects.
NowIhappentothinkthatAngelinaisaverybeautifulladyandIthinkshe
hasdonealotofgoodthingsintheworld;soIlikeherandI'mhappythatshe's
sopopular,right?
Butthatisaclassicexampleofhowthisworks.
Wecanengineerthis.ItrytodresslikeAngelinaJoliesometimes.Itdoesn't
gooveraswellasIwantitto!
But in other areas of marketing and
sales, we can cause the same type of
compliancewithourprospects.
Of course, we would never want to
mistreatsomeonelikethislettersuggestsbutwecanbuilduphugedemandand
intrinsicvalue.Wedon'tevenhavetobemasteradvertisersandcopywritersin
ordertomakethesaleifwedotheotherstepsproperly.
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ConversionisAlsoIncreasedthroughProcess
Now we know that conversion is made easier through intrinsic value,
deployedbypositioningandspecificallypre-framingandindoctrination.
But it isalsomadeeasierofcourse,throughprocess.Now,noticeI'veused
thislast.Weestablishedpositioning,wetalkedaboutpromotionandnowwe're
talkingaboutprocess.
I'vedonethislastbecauseinmyopinionit'stheleastimportant.
Processiswhateverybodyfocuseson,
butit'sreallytheleastimportant.
Processishowallthemovingpartsfittogether–doyouusetheredbutton
orthebluebutton;howisyouropt-inpagelaidout,etc.?
Yeah,it'simportantbutit'snotnearlyasimportantastheotherstuff.
So,letmegiveyouanexampleofaveryeffectivecampaigndonerecently.
Ipromised to takeyoubehind thescenesofsomerecentstuffhere, so I'm
goingtodothatrightnow.I'mgoingtojustwalkyouthroughthistoshowyou
allthisstuffdeployedinsemi-realtime.Thishappenedveryrecently.
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Firstofall,IranacampaignandIdecided,asIalwaysdo,toclearlyidentify
theglobaldesiredpositionthatIwantpeopletoadoptinrelationtothis.
➢ Numberoneis,Iwanttobeperceivedasdifferentfrom“them.”
In this case, the “them” is all the other internetmarketing guys. Right
now,therearemanyofthem.
My friends are delightful people, but the worst thing you could be
perceivedasinyourmarketplace–asidefromahorribleperson–isjust
another “blank.” So, the worst thing I could be perceived as is just
anothermarketer,right?Justanotherinternetguy.
You don't want that. So I immediately
wantedtodifferentiate.Bigdealforme,
right?
And whatever is a big deal for you is
okay. I'm justgivingmyperspectiveon
thisparticularcampaign,I'mnottelling
you something to adopt. Although,
differentiationwascritical.
➢ The second thing, I wanted to be globally adopted here is that “Frank
Kernactuallygivesadamn.”
Unlike the other guys who send 900 million emails during the latest
launchofthesecond,Kerndoesnot.Heactuallycares,hehastakenthe
timetofindoutexactlyhowhecanbestserveme.
ThatissomethingIwantedtoconveythroughthispromotion.
➢ Thethirdisthat“FrankKernwillactuallyhelpmegetwhatIwant.”
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So these are the three things that Iwant people to feel aboutmeprior to
havinganyabilitytogivememoneyatall.HowdoIdothat?
CaseStudy
IstartwiththePPCad–andIusepre-indoctrinationinthisPPCad.
In this case, I am using a
PPC ad on Facebook to ask
for their advice, and display
differentiation.
So, I'm being different
because no one ever asks
people for help in an ad.
They're always like, “Hey, comehere andgetmy stuff because I'mawesome.”
Well,thisisthepolaroppositeofthat.
Immediately,thatisconveyingandpre-framingthepositioning
thatFrankKernisnotjustanothermarketingguy.
ThefactthatI'mactuallyaskingthemaquestionandaskingtheiradvicefor
somethingshowsthatIactuallygiveadamn.
So a lot is done just in the ad. Just one little sentence can make all the
difference,right?
Inthiscase,Icouldsay“FreeReportRevealsHowtoDoStuff”andmywhole
situationwould have been different, but insteadwe leadwith this because it
wasbasedonthisformulaI'mshowingyou.
Ournextstepistheyclickontheadandtheygotoanopt-inpage.
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Nowremember,oneofthepiecesofthe
positioning that Iwanted to convey is that
FrankKernactuallygivesadamn.
So,myquestionhereontheopt-inpage
is “Will You Answer Four Multiple Choice
Questions and Tell Me What Kind Of
WebinarsYouWantNext?”
That implies that I actually care –
becauseIdo;otherwiseIwouldn’task.
Wearecreatingthatpositioningandpre-framing
thatpositioningrightthereontheopt-inpage.
Incidentally,noticehowdifferentthatisfromeveryotheropt-inpageyou've
everseen.
It's simply a question. It's not the usual
“Free Report Reveals a Big Benefit” that is
usuallyjustabunchofhype.
ItisbasicallyhowcanIserveyoubetter?
I'minterested.
Theyclickonthatandnow,they'retaken
toanactualsurvey.So,thisiscongruence.
On the survey (sorry it’s blurry so you
won’t be able to read it all) were real
questionslike:
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● Whattimeofthedaywouldyoulikemetodothemforyou?
● Howwouldyoulikethemtobedone?
● Whatwouldyouliketolearnabout?
● Whattypeofbusinessareyouin?
Sowhat does all of this do? This furthers the positioning that FrankKern
actuallygivesadamn,andFrankKerncanhelpmegetwhatIwant.
After theyclick “submit”on thesurvey, they're taken to thispageand this
pagegivesthemsomething.
In this case, it shows
them some preliminary
results. It then has a video
teachingthemoneofthebest
ways that I know to achieve
some of the goals they said
they wanted to learn about
onthesurvey.
In doing all of that, it is
conveyingthatotherpieceofpositioning,whichisthatFrankKerncanactually
helpmegetwhatIwant.
Beforetheyhaveanyabilitytoevenconsiderbuyinganything
fromme,allofthesethingsareimplanted.
AndIjustdon'tcomeoutandsayit;Iactuallydemonstrateitthroughaction.
That'soneofthereally,reallybigtakeawayshere.
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Of course, at the end of that video, they had the opportunity to buy
somethingfromme.Itwasrelativeinexpensive–twopaymentsof$97.
Whathappenedthere?Well,itworked.Let'stalkaboutit.
TheProcessandResults
It takesa lotofpieces tomakeaconversionmechanismactuallycomplete.
People think about each individual piece; I always want you to look at it
synergistically.
● IboughtthetrafficonFacebook.
● Theyclickedonthead.
● Theywenttotheopt-inpage.
● They completed the survey. It costme $0.79 per survey taken; not
justanopt-in,butsomeonewhoactuallycompetedthesurvey).
● Thevideodeliveredvalue,builtgoodwill,educatedand inspiredmy
prospectsandmadesalesattherateof2.1%.
So,here'swhatallofthismeans.
Ispent$0.79persurveytaken–and,ofcourse,youhavetoopt-intotakethe
survey.Soforevery100emailsandallthatdatacollected, itcostmeonly$79
throughadvertising.
I had a 2.1% conversion rate on the video to sales so each 100 people at
2.1% conversion, brought in $407.40 – pretty good, right? Considering that it
costme$79togetthem.
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So if I subtract that$79hard cost, from the sales
brought in, kablaaam! Imade $328.40 net profit per
100 subscribers that came in through this big
conversionmechanism.
I'mshowingyou this todemonstrate,not just tell
you, but to demonstrate the importance and relative
easeofmakingthisworkifyoutakethetimetothink
itthrough.
Noneofthiswasfancy,okay?
I mean seriously. Look at how simple the opt-in
pagewas;therewasnopicture,therewasnothing.Thesurvey,nothingtoit.The
video, it's me talking on the computer microphone while I'm pressing the
spacebarontheKeynotepresentation. Ihostedthepagesonleadpages.net–a
greatlittleplatformforbuildingopt-inpagesandstuff.
Igotpaid$328.40netprofitforevery100subscribersthatcameinthrough
thisfunnel.Prettygood!
I also sent this tomy list by theway, sowhat I'm showing you is just the
Facebookadvertisingresults. Ialsosentmylist throughthesameprocess, the
onlydifference is that if they'realreadyonmylist, Isendthemstraighttothe
survey.
So, total sales from just this phase of the process that I'm showing you –
includingthemailingandtrafficfrommyexistinglist–$25,220.00sofar.
Didanyofthatlooklikeapitchtoyou?No.Itdeliveredgoodwillandfurther
cementedthepositioning.
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However,we'renotdone.
As they say in the infomercial; “But that’s not all,what else have they got
Bob?”
Well,wealsogetphasetwoofthis.
Phase2:WhatHappenedNext
After everyone got done taking the survey and I got all that data, I did
anotherhalfoftheequation.
I sent this email to everybody that took
the survey and, in this case, the email's
saying:
“Hey,Imadethisvideotosaythankyoufor
taking the survey and I'm showing you what
everyonewanted to learn and I also want to
teach you some stuff in here and then I'm
goingtoofferyousomemorestuff.”
So, people read the email, it was non-
pushy, not an uncool email at all; it was “I
made you a video, I hope you enjoy it, here
yougo.”
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Whentheyclickedonthelinkinthevideo,theywenttoapagelikethis:
Thispagehadthevideoaspromisedanditalsogavethemtheabilitytoopt-
intogetmorefreetraining.
Again,it’s:give,give,give,give;indoctrinate,indoctrinate,indoctrinate.
So in thevideo I'm indoctrinating, I'm teaching. I’mcontinuing togiveand
delivervalue.AndI'mgivingthemexactlywhatitistheyaskedforinthesurvey.
AgainthatiscongruentwiththeglobaldesiredpositionthatIwant,whichis
“FrankKerngivesadamn”and“FrankKern isdifferent”and“FrankKernwill
actuallyhelpme.”
So,oncetheydidthat,iftheychosetoreceivemorefreetrainingbysimply
enteringtheirnameandemailaddress,aftertheyenteredtheiremailaddressI
gavethemevenmorestuff.
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Iwalked them through a $100,000 case study and at the end of that case
studyImadeanoffer.
So,howwelldiditwork?
Again, the point of all of this is to demonstrate a recent campaign and to
show you the importance of process – how everything fits together and is
thoughtoutproperly.
Well,let'sgothroughit,checkitout.
Starting with the page offering the free training, the conversion rate was
pretty,prettygood.Itwasa50%opt-inrate.
I almost wish it was 50.07% because it would sound better, but it was
literally50%.Deadevenopt-inrate.Gofigure.
Soafter theyopt in, Igive themthe$100,000casestudyright there in the
video,it'sabout20minutesorso,giveortake.AndthenImadeanoffer.
Theofferattheendofthatvideoconvertedat3.2%.So,3.2%ofpeoplewho
watchedthatvideoboughtsomething.
Sowhatdoesthatallmean?
Well,thatmeansthatfromtheopt-inpagealoneIgot3,122–andcounting–
webinarregistrants.That'sprettygood.
Youwant people on yourwebinar so that, if you choose to sell stuff, you
couldsellthemstuff,right?So,thatworkedprettygood.
Nowthatlittlevideohasbroughtin$19,400.00insalessofar.Justfromthat
video.Andthey'restillcomingin.I'mnotgoingtocomplainaboutthatatall.
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OverviewofProcess
WhatI justwalkedyouthoughisanexampleofgoodprocess.Mostpeople
thinkprocessissendtraffictosalesletter.
Well, ifyouwanttobemakingthekindofmoneyyou'vebeenmakingnow
thenyeah,dothat.
Ifyouwanttodramaticallyincreaseyourrevenueandjointhe
1%,youneedtorethinkwhatprocessreallyis.
Incidentallynoneofthiswashard.Ittookmelikeadaytodothis.Attheend
oftheday,Igottwolandingpages,asurveyandavideopage.Notthathard.
Sowhatarethetotalsalesfrombothofthesephases?
Incidentallythis isallonebigprocess:phaseoneandphasetwothatI just
walkedyouthrough.
Well,totalsalesare$44,620.00.Okay?
Thatiswhyyoureallyneedtounderstandthatprocessmatters.
Andwhatmakesprocessworkbestiswhenitiscongruentwithmaintaining
yourglobaldesiredperceptionorposition.
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Let'swalk quickly through thewhole process from start to finish because
there'smoretoitthanmeetstheeye.
Atthestart,Ihavemyglobaldesiredposition.
I started to promote that positioning through pre-framing and
indoctrinationonbothemailandFacebook.
Yourememberwhattheglobaldesiredpositioningwas?
Itwasjustthreelittleparts:“FrankKernisdifferent.He'snotlikethoseother
dudes.Heisnotjustanotherinternetmarketingguy.Heactuallygivesadamn.His
stuffworks.Hecanhelpme.”
Thentheywenttothewebsitesotheydidallmannerofstuff.Theyoptedin,
theytookthesurvey,theysawthebigasswhiteboardvideo–theonethatgave
themthesurveyresultsandinvitedthemforfurthertraining;thatconvertedat
50%.Awesome.
Thentheysawmultiplepitches,too.Well,twotobeexact.Butstillmultiple.
Andtheyconvertedgreat.
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TheSurveyLessonVSL(VideoSalesLetter)convertedat3.2%.Ridiculous.It
wasn'tevenahardpitch.
And then there are more pieces to the puzzle. Those very people were
invitedtoawebinarandattheendofthiswebinartheremightbeacompletely
unrelatedpitchforatinygroupconsultingprogram.
So,wehaveyettoseehowitultimatelypansoutbutjustthinkaboutthis.
Whatifnobodyboughtanythingelsefromthatpointforward?
Well, gosh. I've got 3,122 people – and counting – registered for the free
training,which of course educates, inspires and furthers positioning and also
makesanoffer.
Soheck,even ifnoonedoesanything, it'salreadybrought in$44,620.00–
andcounting–insales.That'snottooshabby,isit?
WhyamIshowingittoyou?
Again, to illustrate what can be done with relative ease and simplicity –
whilegeneratingmassivegoodwillandprovidingvalueinyourmarketplace–if
youjustpayattentiontotheeasierstuffthateveryoneelseisoverlooking.
EvenifIdidn'tincludethatgreattrainingattheend,I'djusthavebeenpaid
$44,620.00tomaintaingoodpositioningandfurtherindoctrinateprospects.So,
youreallycan'tgowrongwiththat.
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This is an asset that will continue to put out the
word forever!
TheBigSecret
Buthere'sthebigsecretaroundthisstuff.
What I actually didwith thatwhole promotion Iwalked you throughwas
this:
Itwasnotjustapromotion;Icreatedanasset
formybusinessandmybrand.
Thatisanassetthatwillcontinuetoput
outthewordforever.Ifapromotionworks
one time, chances are itwill keepworking
foralongtime.
Forexample,what if I toldyouIhaveusedthisverysamestructure in the
past,andwhatifItoldyouthatitsresultshadbeenalmostidenticaleverysingle
timeforthreestraightyearsinarow?
Withthatinmindlogicstates,“Hey,nexttimeIneed44grandandcounting
andsomegoodwill,Icandeploythisexactsameassetandexpecttheverysame
result.”
The best part of the whole thing is it didn't count as a pitch at all. I'm
deliveringvalue.
IfsomeoneleavesbeforeIevengetachancetomakeanoffertothem,Ifeel
prettygoodknowingthatIprobablyhelpedthemalot.Andthat'sgreat.Because
Idon'treallyhavetosellthatmuchstuff.
Neither do you if we focus on the top of themarketplace and attract the
perfectpeoplethroughpositioningandindoctrinationandpre-framing,etc.
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Sohere'sthething.Allfolksonlineandmost–ifnotall–ofyourcompetition
arealwaysaskingabouttacticalstuff,right?
“WhatcouldIdotosellmorestuff?”
Youknowwhat?That'snotthequestiontobeasking.
Therightquestiontobeaskingisthis:
“HowmanydeployableassetscanIcreateinmybusinessthat
consistentlyprovidetheincomeIwantwhilemaintainingmy
positioningandsimultaneouslybuildinggoodwill?”
Thatiswhereourfocusshouldbe.Notthislittleincremental improvement
likeeverybodyelseisdoing.
See,there'stwotypesofthinking.
DumbGuyThinking
We'vegotdumbguythinkingandhere's thedeal.Mostpeopleneverthink
aboutpositioningandlong-termstrategy.
That'swhyyougetahundredemailsadayaboutthelaunchoftheminute.
Look, I'mnot going to saynames; it’s a viable strategy. Itmakes salesbut
hey,you'reaprospect,areyousickofitornot?You'resickofit.
All that'sdonewithout any conscious thought given to strategic long-term
planning.
Andthat'swhypeopledon'tlast.
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Most folks only focus on, “What can I sell today to
meet my income goals?”
That'swhyyou'vegotaguywith300,000peopleonthelist
andhegetslike500clickswhenheemails.
Becausethat’sdumbguythinking.
Mostfolksonlyfocuson“WhatcanIselltodaytomeetmyincomegoals?”
And then theymake itworse. The next question that immediately follows
thatoneis:
“What'stheveryleastIcoulddoinordertomeet
thosegoals?HowdoIliveuptothisinternetdream
of doing absolutely nothing and havingmoney fall
fromthesky?”
Well,that'sdumbguythinking.
Sowehaveachoice.Remember,Isaidifyoukeepdoingthestuff…
NowI’mnotsayingyou’reusingdumbguythinking–ifyouare,it’stimeto
stop.Theoldstuffisgoingtogetustheoldresults.
Wehavetoshiftourthinking.
RichGuyThinking
So,let'stalkaboutrichguythinking.
Richguythinksdifferently.Richguythinks:
“HowdoIcreate,nurtureandperpetuatepositioningthat ismagnetic tomy
targetmarket?
HowdoIpullthesepeopletomeallthetime?
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Rich guys deliberately engineer everything they do so that it goes from being a
one-off promotion to an asset.
HowdoIcreateindoctrinationconversionprocessesthatbuildintrinsicvalue
thus increasing my demand, thus increasing my ability to charge more, thus
making the conversion process more effective while simultaneously selling like
crazy?”
Rich guys deliberately engineer
everything theydoso that it goes from
being a one-off promotion to an asset
that can continuously and
systematically and predictably bring
youmoneyasaresult.
Sowhat I'mtellingyouandwhat I'maskingyou todo is tomake theshift
andnoticeasyourbusinessdramaticallyincreases.
Ifirmlybelievethatyoucandoubleifnottripleorquadrupleyourbusiness
bymakingthistypeofshift.
Don'tthinkabouttheopportunisticone-offlittlepromo.
Don'tbethinkingabout“HowcanIwriteabetterheadline?”
That'sMickeyMousestuff.That'swhatmygrandfatherusedtocallstuffthat
wasn'tcool.
He used to say “Son, that's just a bunch of Mickey Mouse bullshit.” Well,
that'swhathewouldsayaboutthattypeofthinking.
Here’swhatIwantyoutothinkaboutinstead:
Iwantyoutothinkaboutcreatinganddeployingtheseassets
usingtheequationsandstrategiesIhaveshownyouhere.
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TheDifferenceItMade
Iwanttosharewithyouhowitchangedmylifeandmybusinesslife.
Here’sthedeal.Ihaven’tdonealaunchorcreatedaproductsince2010.
Iessentially leftthemarketplace,whichiswhyallyoueverreallyseefrom
meistheoccasionalwebinarorcontentvideoorlittlesurvey.
Idon’te-mailpeopleallthetime.I’mnotallovertheplace.Idon’thavetobe
becauseImadetheshift.
In 2011, I didn’t really work at all. I just kind of needed a break and I
consciouslydecidedIwouldchilloutandsurfalotin2011.
In2012,Ididn’tworkverymucheither.Itookmostof2012offbecauseIgot
marriedtomybeautifulwifeNataliaandIhadason,hisnameisAlexander.He
isawesome-hedoesnotlikesleepthoughatall.
When he’s a teenager, I’m going towake him up 5.30 everymorning and
we’regoingtodoyardworkorsomething:that’smyrevenge!
Istartedworking inearnest in Julyof2012anditpaidoffprettygood.My
total revenue for that yearwas $2,530,000 - that excludes endorsements like
affiliaterevenueandstuff.That’sjustfrommyownefforts.
Soitwasaprettygoodyear,especiallyconsideringthatIwasessentiallyout
ofthemarketplaceandlayingdeliberatelylowasaresultofnewfamilyandjust
notwantingtoworkthathard.
In2013,Imadeafundamentalshiftagain.Idecidedthatreallymyverybest
workisdoneinhigher-endconsultingandgroupcoachingwithpeoplethatare
reallyactivelydoingbusiness.
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I structured the business so I only “have to” work from nine to noon three
days a week.
Iworkedspecificallywithacertaintypeofbusiness–thosewhoselladvice
asconsulting,coachingorthosewhodoanysortofdone-for-youservicelikead
management,marketing.
I’veevenworkedwithattorneys,financialservicesguys.
So I made that shift in 2013 and I
structured the business so I only “have to”
work from nine to noon three days aweek.
That’smysortofestablishedpattern;you’ve
gottodostuffonthesedays,businesshours.
So I cutback evenmorebut Imade the shift that I just showedyouand I
startedcreatingtheseassetslikeIwalkedyouthrough.
So, as a resultof that, thebusiness ina typical averagemonth–excluding
affiliateendorsements–isabout$200,000.
Andwhat’smyprofit?Well,I’llletyou’llbethejudgeofthat.
Idon’treallyadvertiseatallandIhaveoneemployee.Idon’tshipanyhard
goods,IprovideadviceovertheInternettopeople.
Soonecansaythatit’saprettygoodprofitmargin.
It’saprettygoodgigmakingtheshift.
Incidentallythisisaveryscalableoperation.Ijustreallydon’tfeellikedoing
muchmorethanthat.
Ihavealotofambitionuptoapoint.YouknowwhatImean?Andthen,OK,
therearewavesuptherethatneedtoberiddenbypeoplelikeme.
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HowIDidIt
I’m sure you don’t really care about my business, more like, “How can I
continuetolearnstufffromyousothatIactuallydosomeofthis?”
SoletmeshowyouhowIdidit.
ThefirstthingIdidwasIshiftedfocusfrompromotionsandproducts.
Insteadofthinkingabout,“Okay,what'smynextpromotion?What'smynext
product?”andallthatstuff,Istartedthinkingabout:
“What'stheperfectbusinessmodelandwhataretheassetsIcancreatetofuel
thisbusinessmodeltocontinuously,systematicallyandpredictablycreaterevenue
withoutmehavingtoconstantlybeonthehamsterwheel?”
OnceIdidthat,Istarteddeliberatelyreally,reallygettingfocusedontheuse
ofmagneticpositioningandsellingtoattractandconvertonlyhigh-payinggood
customers.Idecidedtoleaveeveryoneelsetomy“competition”.
That's why you don't seeme doing the affiliate thing and that's why you
don'tseemesellinglittleproducts,unlessit'saone-offthinglikeIshowedyou
inthislastprocess.Otherthanthat,Ijustdon'tdoit.
There'sareasonforthat:
Ionlywanttosellonthehigherendandworkwithclientswho
areactuallygoingtodotheworkwithmeandgettheresults.
It'simportanttome,likeIknowit'simportanttoyou,right?
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So, tomakethatshift fromthebottom80%of themarketplacetoworking
with the top 20%, the only level of difficulty is simply making a conscious
decisiontodoit.
That'stheonlyextraworkyouhavetodo.
That enabled me to work significantly less than ever and maintained a
multiple six-figure monthly string of revenue, which could be scaled up any
momentthatIchose.
So, I'masking you something rightnow that I reallywant you to consider
very,veryseriously.
Whatwouldhappentoyouifyoumadethesamestrategic
andtacticalshiftsinyourbusinessandinyourlife?
Whatwouldthatbelike?Thinkaboutthatforaminute.
If you no longer thought about having to create the new thing, if you no
longerhadtobeonthehamsterwheel,andthink,“OhmyGod!Ihavetomakea
newpromotion”,or“I’vegottokeeptweakingallthisstuff.”
Whatifyoudidn'thavetodothat?Andwhatifinsteadyouengineeredyour
businesssothatyou'reperceivedashoweveryouwanttobe.
I’vegivenyoutheroadmapandtheblueprintstodothis.Nowtheballisin
yourcourt.Getoutthereandgettowork.Dogoodthings.Helppeople.Follow
thosestepsandyoucan’tlose.