Ask Frank Kern: Recent Episodes
Frank Kern
Transforming Your Business Isn't About Doing A Million Different Things. It's About Finding ONE BIG THING And Then Leveraging That. Frank Kern has been advising entrepreneurs like you all day, every day, to do just that since 1999. This is his podcast. More at FrankKernPodcast.com.
What's the best way to drive traffic to a convenience store?
Dude, TV...TV on the phone. So we talked about this yesterday. I'll just do it real briefly...
I'm wanting to get really clear on the placement for the lead ads. So I believe you chose automatic placement yesterday. Can you go over why you choose automatic placement for everything?
Good question. I did it deliberately...
How long should we be leaving each ad on for this challenge?
I like three days, generally speaking. So if I'm willing to pay...
People like the audience searching, so can you help? He's looking to target parents with young children to help their child's financial goals for the future. Any recommendations?
I do, I do. I do stuff like this. Number one is going to be the copy...
What do you think about building a lead generation ad that is actually a conversion ad on Facebook? First step is the freebie/lead collection. Next page is a low ticket offer and order bump, then upsell.
It's fine. You just have to be prepared for them to a. not click to the next page...
If you can explain a little bit more on the budget, specifically toward the bottom of the page, that says optimization and delivery and how basically, how does Facebook charge you?
Oh, ok, I think she's talking about...
So I've got a physician and a therapist and she's working with PTSD and trauma. Wondering what the best way to do an old-school ad would be with this.
Oh, "read this if you..."
He had, from April to July, his best roll on Facebook ads. He had 13x return on ad spend, and then he screwed up. He had to set up all of the business into another account. His cost per lead went up 10x the normal cost on conversions sank. Same pixel, same audience. What could be some of the reasons that he should look over to see why that happened?
OK. We're getting into harder core stuff, but I like this kind of stuff. This is cool. Alright. Any access to the original account? Is it possible to get that?
So you lead with the lead magnet and you have to email them, obviously. Do you just email them both the lead magnet and a link to the VSL? Or do you have any recommendations on the first email you send after the opt-in via the lead ad?
Yeah. First of all, if you have a VSL and it's educational, then your lead magnet can be the video itself...
Do you think the text, "Read this if you want to grow your awareness practice without losing yourself" is the reason that it might take somewhat longer to get her ads approved?
No. So there are two new ads created by every advertiser, on average, every day...
So he had a question about his lead quality. His audience is executives and entrepreneurs. He said in the past, he kept getting unqualified leads from Facebook. He was wondering, are they active on Facebook or does he need to use LinkedIn for this type of audience?
OK. So to you, I would say kind sir, welcome to the club...
I'm getting a good quantity of leads, but they are not scheduling consults or calling or emailing at the rate that I would like. So my question is what's the number one thing I should do next?
OK. What's the thing you sell?
I had some problems with the ad approval. I'm selling mortgage and basically I'm trying to base my ad upon the refinancing of the mortgage. So I would like to ask you for some advice, for my copy, so it doesn't get not approved.
So my niche is a sub-niche, it's dreadlocks, which is a sub-niche of natural hair. And so if I were targeting natural hair, there are lots of influencers and products and brands that I could target, but not so much, being the case for specifically dreadlocks.
So I'm trying to think about how do I expand and find different targets when there's really not targetable...
I'm wondering, should I make my challenge more general to cater to all interests? So I have people that are coming into this challenge that are probably interested in cosmetics or outdoors or beauty...or should I tweak the challenge and make it only about one specific niche?
So my question is I have my ads, but in those ads, do I always have to ask for the email to make a follow up sequence or something like that?
Yeah...
A lot of people are curious about the in-between...they publish their ads, what should they be doing for the next three days? Just while they're waiting for the ads?
Any recommendations?
What is the best place you would recommend to create online assets? So they don't have to develop them over?
Like making stuff? Yeah, so you want to make videos? All right, let's see here.
How should we expand our target interests when many of the related interests and audience insights are not targetable?
I do marketing services. I run ads for people. I have copy I know works, I used it on several clients. What happens is when I get a client from a small city, it has a very small audience.
So the lead ad usually doesn't work. I tried a bunch of stuff and I never actually could get it to work, so I'm wondering if you have any solution for that...
How long, how much time do you give each ad until you switch it off again, on a new campaign?
I'll give three days, generally speaking. When I create a new ad, I don't usually stick it into an existing campaign, so I'll just create a new campaign with a new ad.
So a lot of times...
So I made a bit of a rookie error here. I started running conversion ads last week, and we got pretty good results. We sold 21 orders overall, 20 purchases of the offer and then 1 purchase of the upsell product, which is a markdown subscription to our on-demand training.
And so I went in earlier this week and put more money behind it, and I wound up changing the conversion event and I didn't notice...
I've run lead ads before and I noticed that sometimes they are shareable. In other words, people can click share and when the program started, they shared amongst friends. They shared and we were able to get more leads that way, just from the shares. I noticed this time when I set up the lead ads, the share option was not there...
I want to be seen as different, partially because I'm more expensive than other videographers they may have experienced in the past. So how would you go about that, would you want to educate them about that in maybe that first free video?
I'm kind of at the beginning, so I was wondering what type of a lead magnet you would suggest for my business, which is a high-end video production company...
What I'm trying to get done now is all of the pieces for this puzzle, and through the years we gathered lots and lots of things. So I'd just like to get your what twos and why fours on the best way to sell this thing now, in this day and age?
So, it's been a long time since I've worked with any ass-kickers (that is what I call self defense people). What worked in the past and what probably still works is...
I'm just trying to figure out how to ease up the workload that I have for myself, so I can focus more on the sales side instead of the constant deliverables...which are bananas.
Well, which is your strong point?
I mean, I've run ads for years, so that's, I mean, I've always, essentially created a new job for myself. I'm going to be the business owner, except I just keep then creating new jobs for myself...
Do you have any recommendations whenever you were going through that hiring process, what you were looking for? I've never hired that person, 'cause I am that person. So I don't know what necessarily...
I'm looking for a clone of myself...
Is there any tips that you can get people really engaged from the get-go?
Like I was thinking about starting to bring people in a week or two weeks prior to my challenge to kind of just warm them up. Cause this last time Facebook ads got hung up and basically that day, I did it the day before people got in. Facebook ads got approved. I had 400 people in the group and then I started the program.
So I think there's maybe a warm up period?
I have that program where it's basically a three month program 5k to a cold audience. I take them through a five day workshop and the people that don't buy within that 24 hour period, I do the expiring bonuses and all that stuff. Is there a mapped out email sequence that you recommend or is there any other way to get more people to say yes, either in my live offer or through emails that you recommend? Just best practices?
Should you always create video and image ads as regular posts on your page and then when you create your ad, just select them as an existing post or are there certain times when you don't need to do that? You can just create, upload an image and write the ad copy, right from the ads manager? And is there like a good rule of thumb to know, you know, when to do what?
So the only time you want to do it right from the ads manager is always...
I've got a client who is doing this diabetes treatment that is unlike any other. It's been around for 20 years, but it hasn't been promoted very well. And, when you're promoting stuff on Facebook, especially in the medical world, the ad got rejected.
A number of times I kept kicking back and it finally got approved and this client, they don't really want emails. They want phone calls...
Discover the single most effective way to quickly and easily get as many customers as you want.
Any advice about what ad to run, to have people apply to a webinar? Okay, so this question is, I'll rephrase it like this. I want to have someone do a certain thing. What should the ad say? Alright, that's really what the question is saying.
In this case, Mark is saying, I want to have people go to a webinar, register for a webinar. What should the ad say? The question could be...
Any advice on how to learn to put a good course together? I finally feel like this is possible for me. I'm a legal recruiter and realize I have a ton of advice that will be helpful to young, new attorneys.
Dude, here's what I would do. If I was you...
Very simple. It would be to get them on the phone, give them a proposal and see if they wanted to become a client.
Everybody's got testimonials, you know. I don't really think it matters.
He's running some ads and he's not getting any sales. And to that I reply, welcome, sir, to the club.
And so I don't really understand the question. It says is it only sales conversion that count? Or should I check for some other stats? I'm not...
What do you recommend for Book funnels in terms of advertising? Alright. Specifically referencing my Intent Based Branding methodology. And so I will give that answer regardless of methodology. So if the objective of the campaign is to sell a book, you first have to look at what is the objective of selling the book.
Do you want to make an immediate profit during that?
Do you want them to consume the book and then become fans and then buy more stuff later.
What's the end result?
The question is how do you script your videos?
And the answer is I personally don't script my videos, but I do have a framework...
So we're going to move those people to pitch our membership group, but we want to create a new lead magnet, similar to your idea of elite owner operator. But it's specifically for real estate agents who make $500K or our number is more like 300 and up, but what type of the lead magnets do you find work better for attracting that type, or do you go straight to hire us to do it for you?
I'd really like to see what I can do to optimize engagement and click through rate on our current email newsletter. I'm seeing that our lead magnet, it has a great open rate. It's an 80% open rate, 60% click through, and then subsequent emails out the gate, you know, it's about a 20/25% open and 6% click through rate.
What recommendations do you have to really kind of help boost that sort of thing?
The hard part is the implementation aspect or the over analysis of like, oh God, I know I should do this. Should I change the color of the button purple and all this other stuff or, to some of these points, I hear a general sentiment of I kinda know what I need to do, I've heard it before, I'm just having trouble pulling the trigger.
How would you address someone who's in that specific situation?
If you were doing a State of the Union today with a topic like podcasting, or really any, any topic cuz I know so many of the people in this group, how would you structure it if you were looking for, you know, pointing them to more of an agency application type of funnel, rather than like a info product or a lower end product? Or would you strictly do it for a positioning standpoint of kind of putting the entire industry, niche on notice from that perspective?
I'm trying to find out if you have any tips on how I can engage this beta group and extract as much information as possible so I can really hone in on that viable, what that minimum viable product is.
I don't know if I would...how big is the beta group?
So there's 30 families now, so 60 individuals...
I know the types of people that I was attracting before aren't going to be the ones that work with me at the level that I do, these new ones. And so it begs the question, how do I get more qualified prospects in the pipeline?
As I pivot more from the services side or the agency side to the coaching stuff, just curious your thoughts on how to accurately categorize the appropriate price of that in my head and how to continue to elevate that.
So there's a couple things. 1. It's gotta be consulting, not coaching...
I think you went through either yours or a version of the perfect day experience where in a perfect day, this is what life would look like. Do you remember that day?
One thing I've really appreciated about you over the years has been obviously, you know, you're one of the most intelligent marketers out there, but something about understanding human behavior, positioning and dynamics.
So for example, however many years ago, maybe you remember what year it was, you did the first state of the internet address. You did it in an office that looked pretty fancified, you sitting at the big desk and what people didn't realize, and I know you explained this later...
We're recording this for you in this little wooden room of the California place where we are staying for the next couple of weeks, here in the summer, and just had the craziest health thing happen...
Alright. It's important that everybody fully understands the situation at hand. I'm going to talk about seven things on the intro net. I might talk about ways to increase sales in your business. I might slip up and say that I've sold a lot of stuff. My results are not typical. The statement about me being completely insane is 100% accurate...
So this is someone saying, hey man, I'm getting leads, but they're not converting. All right, and so that's the statement. The actual statement is I could get leads with my clients, need help converting them. Uh dude, join the club...
It's the question I've been getting a lot of lately, which is like a general question, which is what's the best way to do social media ads? The answer is, it depends. However, there is a Holy Trinity to shoot for, and if you can pull this off, and I think you can, if you do it right, you can pull this off...
If you lost everything today (contacts, cash, business, etc), what will you do to rebuild back your income? Well, if I literally had absolutely no money at all, like not even enough to run ads, I would go door-to-door to businesses or just get them on the phone, really. Yeah, I'd get them on the phone.
I'm assuming I at least have a phone...
Here's a pretty good question. Samuel asks, is SEO dead? How much should I worry about it for a blog/biz website?
Well, I'll give you my answer with a disclaimer.
So Simon asks, have I worked with clients from Europe who sold their products/services to US customers? And is it more difficult for Europeans to sell on the US market?
Yes I have, and the answer is no.
Do you think there's any connection between the MK-Ultra experiments and modern marketing methods, especially the ones that have a background in NLP.
Okay. Number one, I don't know...
If you were to go back to when you were 20, do you think you would still choose the same lifestyle that you have now. And the answer is yeah, absolutely. I would have done a lot of stuff differently though...
Mike says, is the majority of your business still from selling info or consulting? Which business model do you prefer right now? It's info.
And there's a deliberate reason for that. There are two deliberate reasons for that.
#1 - it's personal preference, which was spawned by me being wore out...
Jason asks what are people buying online today? And then the question goes a little deeper...is it online courses, white papers? Just curious what the hot products are right now.
The short answer to that is everything.
Is high-end continuity still a significant part of your business model? No, high-end continuity isn't and it never really has been. By high-end, I'm assuming you mean multi-thousand dollar consulting engagements...
What was the single biggest obstacle I overcame to get where I am today?
That's a serious question. There are a lot of them, so I'll just tell you all the dumb stuff that I do. And then I'll let you decide what the biggest obstacle is.
That question could be translated into "do fancy videos work better than non-fancy videos?"
And you know, what?
The non-fancy videos work better.
What courses of yours are a good fit for a very advanced, well-established internet marketer?
Really depends on the desired outcome.
I consider myself to be a very advanced, well-established internet marketer, and what I always go back to is the fundamentals or...
I want to share an unusual belief that was, I'm going to put this in air quotes, forced on me growing up that forever changed my life for the better. I say forced on me, again in air quotes, because I was never given an option to consider it. It never occurred to me that it might not be true. It was literally repeated to me over and over and over again. And I believed it and I gotta tell ya, I thank God for the belief. And I thank God that I believed it, that I quote unquote, fell for it.
So here's the belief...
Would an e-com store brand benefit from the maximizer?
Yeah! With e-com, where you guys fall off...
I think it's a great question because he's trying to target B2B. So he has a general contractor who wants to target commercial business owners only. Do you have any recommendations on the copy and target audiences that he should use?
Okay. So they own the office building, I would assume?
They own or lease and need a general contractor...
How long should we be leaving each ad on for this challenge?
I like three days, generally speaking. So if I'm willing to pay...
My question is...I am doing web design, you know, landing page on websites, so I was wondering what is the best way to create a segmentation on Facebook for that?
To create a segmentation? By segmentation, do you mean target?
So I've got a physician and a therapist and she's working with PTSD and trauma. Wondering what the best way to do an old-school ad would be with this.
Oh, "read this if you..."
What do you think about building a lead generation ad that is actually a conversion ad on Facebook? First step is the freebie/lead collection. Next page is a low ticket offer and order bump, then upsell.
It's fine. You just have to be prepared for them to a. not click to the next page...
CLAIM=b38ab85ff756ab314ce7b36f3b4be9f342c6fdfb=CLAIM
Today, I have 10 words for you that can polarize or they can unify. My hope is that they unify.
Here they are. The words are...
Really my question is wrapped around the case study that you used in the direct presentation that you used to get us into this class where day one was the $1.80 ad spend and then eventually you showed the 30 days in May where you spent about $3.50 and generated $600,000 in sales. So I guess really, I'd love to have a walkthrough of the 30,000 foot view of, you start day one at a $1.88, you get three days worth of data. Day three to six, day six to nine.
What's that high level thinking that you use from the beginning all the way to the end result of that campaign? That was unbelievable...
It's not like it happens every day. It's not like the whole campaign was a 100X return on ad spend and it's not like that is happening at scale.
It still looked cool though! So that's pretty good and I've never had that happen before. No kidding, it was really pretty freakin' crazy!
How can I build clientele for my wife's salon targeting a 50-mile radius?
Dude, this fits in perfectly with the earlier question of what would you do if you lost everything and only had $10K and had to start all over. I would service businesses like the one referenced.
So dude, here's what you do...
First thing I want to point is that is not really normal. A little bit of a fluke there, doesn't happen every day. Just happened to have 2 of them do that yesterday, which was great!
So when I put those little videos up...
So he had a question about his lead quality. His audience is executives and entrepreneurs. He said in the past, he kept getting unqualified leads from Facebook. He was wondering, are they active on Facebook or does he need to use LinkedIn for this type of audience?
OK. So to you, I would say kind sir, welcome to the club...
So today's episode is about one magic question that can change everything. I really crack myself up with these titles sometimes, but there's really some validity to the statement. I promise.
So, I'll reveal the magic question in a minute. This will be a short episode, but let me set the scene for you....
What's happening, hope you're well. So what we're going to talk about today is the one thing that beats motivation, hands down, every single time.
Personally, love motivational stuff. Love it. Huge fan, like reading it, like listening to it. I don't know who my favorite is...
Have you ever heard of that book Miracle Morning by Hal Elrod? I listened to that a couple of years ago on audio book, and I can't remember exactly what it said, but I'm mentioning the book because probably some of what I'm going to share with you is inspired by what I read or more accurately listened to in that book.
I want to give credit where credit is due preemptively because surely none of this is original. I want to introduce you to the concept of the imperfect morning routine. We all talk about, well not we all, but we all at least hear about a morning routine, and the importance of a morning routine...
Hope everybody's well. Happy whatever today it is...Saturday.
I want to answer a question that was on my mind. It's been on a lot of people's mind, what's the deal with this Clubhouse thing, is it worth messing with?
There's a lot of debate on it. So here's the thing about Clubhouse...
He says, how do you inspire to create new stuff and trainings for your clients without modeling the new guy, modeling the new guy?
Dude, I don't care what the new guys are doing. I care about what I learned from that guy, Albert Lasker.
And from that other guy, David Ogilvy.
And from that guy, Claude Hopkins.
And from that guy, Gary Halbert.
And Dan Kennedy...and hard won experience.
What's happening y'all? This is an honest to God, real live actual planned podcast episode.
So let's dig right on into it. I got a question, a good question, the other day. I forgot who asked me so I can't credit them that, but whoever you are, thanks for asking it.
The question was, what three beliefs do you wish you had when you were 20? Which was really a good question. All the self-help folks, as a generalization, will tell you that your beliefs affect your thinking, your thinking affects your decisions, your decisions affect your actions and in your actions affect your life.
Yada, yada, yada. I believe all of that to be true. Only reason I'm yada yada yada -ing it is because I know you've heard it a billion times, just like I have.
Man, what a good question. So I spent a lot of time thinking about it and I don't know if I've got three, but I've got one that I wish I would have, I could have installed in my 20s and here it is...
So you lead with the lead magnet and you have to email them, obviously. Do you just email them both the lead magnet and a link to the VSL? Or do you have any recommendations on the first email you send after the opt-in via the lead ad?
Yeah. First of all, if you have a VSL and it's educational, then your lead magnet can be the video itself...
How do you inspire yourself to create content?
Dude. It's fun!
So, this is like...this, debauchery and food, and, you know, inappropriate things to talk about on a livestream that all other dudes think about it.
This is the only thing that I ever think about. Ever.
I had some problems with the ad approval. I'm selling mortgage and basically I'm trying to base my ad upon the refinancing of the mortgage. So I would like to ask you for some advice, for my copy, so it doesn't get not approved.
Let's get to work. OK, try to do these every day.
Share some new insights. Some picking up along the way. Crazy thing happened on Clubhouse yesterday, which is increasingly addicting, by the way. Who knows what will happen with this thing? So many questions around the topic of Clubhouse. Is it going to replace this or that or the other?
The answer in my opinion is no. It's not going to replace anything, but it is a pretty good feeder system for other platforms, like somebody sees you on Clubhouse. If you're able to help or contribute, then maybe they go check you out on YouTube or listen to your podcast, or check out your Instagram or Facebook or whatever.
It's also a great place to pick up insights about what's going on in the mind of your customer, which we've talked about before. So yesterday, I got pinged into a room...
One more question. A friend of mine asked me to help with an ad for a water purification system he sells, but this will be very hard to try to get leads for that.
So the lowest hanging fruit is going to be an individual who's thinking about buying...
I'm getting a good quantity of leads, but they are not scheduling consults or calling or emailing at the rate that I would like. So my question is what's the number one thing I should do next?
OK. What's the thing you sell?
So my niche is a sub-niche, it's dreadlocks, which is a sub-niche of natural hair. And so if I were targeting natural hair, there are lots of influencers and products and brands that I could target, but not so much, being the case for specifically dreadlocks.
So I'm trying to think about how do I expand and find different targets when there's really not targetable...
Let's talk about money goals. They say you're supposed to have 'em and they say you're supposed to set financial targets. I got to tell you, I'm not sure I agree. I mean, to some degree, obviously it's a pretty good idea, but here's something I'll share with you from personal experience, might help you have yourself more fun and a better life...
He had, from April to July, his best roll on Facebook ads. He had 13x return on ad spend, and then he screwed up. He had to set up all of the business into another account. His cost per lead went up 10x the normal cost on conversions sank. Same pixel, same audience. What could be some of the reasons that he should look over to see why that happened?
OK. We're getting into harder core stuff, but I like this kind of stuff. This is cool. Alright. Any access to the original account? Is it possible to get that?
There's something I forgot to mention to you, which is how absolutely horrible the sales page is.
Seriously, look at it...
A lot of people are curious about the in-between...they publish their ads, what should they be doing for the next three days? Just while they're waiting for the ads?
Any recommendations?
Let's talk about one of the most powerful, mass-influence methods ever. I wanted to say weapons, but that just sounds weird. I don't want to weaponize this kind of thing. You know, technique, strategy, tactic, how 'bout that?
Anyway, before I tell you about this, I want to warn you, this cannot be faked...
What do weiner pics and email marketing have in common? Why are you listening to Frank Kern about these things?
Part 4 of Frank's 20 Years in Under 20 minutes series, with this one discussing revenue.
The question is, with iOS 14 blocking so many things, is it going to make stuff break? Now he's specifically referencing, is intent-based branding going to be changed? That's a method of getting attention and then retargeting people, and if so, what do you think is going to go on?
So the short version of the question, hey Apple did some weird stuff and Apple and Facebook aren't getting along right now, what does that mean for the rest? I'm translating the question into redneck because that's how I think, is in redneck...
So what was I wanting to talk to y'all about? Last night I was briefly on Clubhouse again. I've got to tell you, you got to watch out for that thing. It is very addictive. I got on there, was screwing around...The first room didn't really make a lot of sense to me...
Then I jumped into another one, I think it was a room called millionaires helping millionaires, or something. I don't know, but someone asked me a question and the question was a good one. It was like on the spot. I didn't realize this was about Clubhouse, but if you've been made a moderator of a room before, and then you join that room later, you're still a moderator and your mic is on. Thank God I didn't say anything dumb, like normal, you know, because as soon as I got on it's like, Hey Frank, what do you think about this?
I'm wondering, should I make my challenge more general to cater to all interests? So I have people that are coming into this challenge that are probably interested in cosmetics or outdoors or beauty...or should I tweak the challenge and make it only about one specific niche?
How long, how much time do you give each ad until you switch it off again, on a new campaign?
I'll give three days, generally speaking. When I create a new ad, I don't usually stick it into an existing campaign, so I'll just create a new campaign with a new ad.
So a lot of times...
Want to update you on just a crazy thing that happened over Thanksgiving, and a couple of lessons to it. So decided to get on the bandwagon and see if this whole Black Friday thing was what it was cut out to be.
So decided at the last minute that we would run a Black Friday special...
So I made a bit of a rookie error here. I started running conversion ads last week, and we got pretty good results. We sold 21 orders overall, 20 purchases of the offer and then 1 purchase of the upsell product, which is a markdown subscription to our on-demand training.
And so I went in earlier this week and put more money behind it, and I wound up changing the conversion event and I didn't notice...
So my question is I have my ads, but in those ads, do I always have to ask for the email to make a follow up sequence or something like that?
Yeah...
How should we expand our target interests when many of the related interests and audience insights are not targetable?
So I'm going to guess it's a situation like...
What do you think it would cost on average to get an application filled out, if I were to use intent-based branding? I know it's a difficult question, cheers.
So the real question is, and I'm translating again...Hey man, I'm selling something expensive and I want people to fill out an application before I agree to talk to them.
What's it cost to get a qualified application filled out?
I've run lead ads before and I noticed that sometimes they are shareable. In other words, people can click share and when the program started, they shared amongst friends. They shared and we were able to get more leads that way, just from the shares. I noticed this time when I set up the lead ads, the share option was not there...
I do marketing services. I run ads for people. I have copy I know works, I used it on several clients. What happens is when I get a client from a small city, it has a very small audience.
So the lead ad usually doesn't work. I tried a bunch of stuff and I never actually could get it to work, so I'm wondering if you have any solution for that...
I'm kind of at the beginning, so I was wondering what type of a lead magnet you would suggest for my business, which is a high-end video production company...
I'm just trying to figure out how to ease up the workload that I have for myself, so I can focus more on the sales side instead of the constant deliverables...which are bananas.
Well, which is your strong point?
I mean, I've run ads for years, so that's, I mean, I've always, essentially created a new job for myself. I'm going to be the business owner, except I just keep then creating new jobs for myself...
Do you have any recommendations whenever you were going through that hiring process, what you were looking for? I've never hired that person, 'cause I am that person. So I don't know what necessarily...
I'm looking for a clone of myself...
We're going to talk about the fact that marketing as we know it has gotten way less effective and what we can do about it, and how to remedy this problem. In other words, how to make marketing stuff work better.
This is a big deal, I think, because of a lot of reasons...
What I'm trying to get done now is all of the pieces for this puzzle, and through the years we gathered lots and lots of things. So I'd just like to get your what twos and why fours on the best way to sell this thing now, in this day and age?
So, it's been a long time since I've worked with any ass-kickers (that is what I call self defense people). What worked in the past and what probably still works is...
I want to be seen as different, partially because I'm more expensive than other videographers they may have experienced in the past. So how would you go about that, would you want to educate them about that in maybe that first free video?
What is the best place you would recommend to create online assets? So they don't have to develop them over?
Like making stuff? Yeah, so you want to make videos? All right, let's see here.
Any tips to get people really engaged from the get-go?
Like I was thinking about starting to bring people in a week or two weeks prior to my challenge to kind of just warm them up. Cause this last time Facebook ads got hung up and basically that day, I did it the day before people got in. Facebook ads got approved. I had 400 people in the group and then I started the program.
So I think there's maybe a warm up period?
Here's the question I get all the time...
You've lost everything and you're starting from scratch. Your goal is to make $100K as quickly as possible. You've got $10K to your name. How would you do it?
Alright. I would, and I advise everyone to do this...
I have that program where it's basically a three month program 5k to a cold audience. I take them through a five day workshop and the people that don't buy within that 24 hour period, I do the expiring bonuses and all that stuff. Is there a mapped out email sequence that you recommend or is there any other way to get more people to say yes, either in my live offer or through emails that you recommend? Just best practices?
Should you always create video and image ads as regular posts on your page and then when you create your ad, just select them as an existing post or are there certain times when you don't need to do that? You can just create, upload an image and write the ad copy, right from the ads manager? And is there like a good rule of thumb to know, you know, when to do what?
So the only time you want to do it right from the ads manager is always...
I've got a client who is doing this is diabetes treatment that is unlike any other. It's been around for 20 years, but it hasn't been promoted very well. And, when you're promoting stuff on Facebook, especially in the medical world, the ad got rejected.
A number of times I kept kicking back and it finally got approved and this the client, they don't really want emails. They want phone calls...
Do not try to out-work me, out-smart me instead.
Over the holiday, I got a message from someone very important to me, and they're going through a good rebirth of business. This individual is experiencing some focus issues and said that one of their ambitions was to out-work me. My immediate response, because I care very much about this person, was "please don't do that. Instead out-smart me."
So I say to you, don't try to out-work me. Definitely not from a place of ego...
If you were doing a State of the Union today with a topic like podcasting, or really any, any topic cuz I know so many of the people in this group, how would you structure it if you were looking for, you know, pointing them to more of an agency application type of funnel, rather than like a info product or a lower end product? Or would you strictly do it for a positioning standpoint of kind of putting the entire industry, niche on notice from that perspective?
I'm trying to find out if you have any tips on how I can engage this beta group and extract as much information as possible so I can really hone in on that viable, what that minimum viable product is.
I don't know if I would...how big is the beta group?
So there's 30 families now, so 60 individuals...
The hard part is the implementation aspect or the over analysis of like, oh God, I know I should do this. Should I change the color of the button purple and all this other stuff or, to some of these points, I hear a general sentiment of I kinda know what I need to do, I've heard it before, I'm just having trouble pulling the trigger.
How would you address someone who's in that specific situation?
I'd really like to see what I can do to optimize engagement and click through rate on our current email newsletter. I'm seeing that our lead magnet, it has a great open rate. It's an 80% open rate, 60% click through, and then subsequent emails out the gate, you know, it's about a 20/25% open and 6% click through rate.
What recommendations do you have to really kind of help boost that sort of thing?
Any advice on how to learn to put a good course together? I finally feel like this is possible for me. I'm a legal recruiter and realize I have a ton of advice that will be helpful to young, new attorneys.
Dude, here's what I would do. If I was you..
What do you recommend for Book funnels in terms of advertising? Alright. Specifically referencing my Intent Based Branding methodology. And so I will give that answer regardless of methodology. So if the objective of the campaign is to sell a book, you first have to look at what is the objective of selling the book.
Do you want to make an immediate profit during that?
Do you want them to consume the book and then become fans and then buy more stuff later.
What's the end result?
As I pivot more from the services side or the agency side to the coaching stuff, just curious your thoughts on how to accurately categorize the appropriate price of that in my head and how to continue to elevate that.
So there's a couple things. 1. It's gotta be consulting, not coaching...
The question is how do you script your videos?
And the answer is I personally don't script my videos, but I do have a framework...
I know the types of people that I was attracting before aren't going to be the ones that work with me at the level that I do, these new ones. And so it begs the question, how do I get more qualified prospects in the pipeline?
He's running some ads and he's not getting any sales. And to that I reply, welcome, sir, to the club.
And so I don't really understand the question. It says is it only sales conversion that count? Or should I check for some other stats? I'm not...
Very simple. It would be to get them on the phone, give them a proposal and see if they wanted to become a client.
Everybody's got testimonials, you know. I don't really think it matters.
Is high-end continuity still a significant part of your business model?
No, high-end continuity isn't and it never really has been. By high-end, I'm assuming you mean multi-thousand dollar consulting engagements...
I think you went through either yours or a version of the perfect day experience where in a perfect day, this is what life would look like.
Do you remember that day?
Have I worked with clients from Europe who sold their products/services to US customers? And is it more difficult for Europeans to sell on the US market? Yes I have, and the answer is no.
Here's a pretty good question. Is SEO dead? How much should I worry about it for a blog/biz website?
Well, I'll give you my answer with a disclaimer.
One thing I've really appreciated about you over the years has been obviously, you know, you're one of the most intelligent marketers out there, but something about understanding human behavior, positioning and dynamics. So for example, however many...
Do you think there's any connection between the MK-Ultra experiments and modern marketing methods, especially the ones that have a background in NLP. Okay. Number one, I don't know...
We're recording this for you in this little wooden room of the California place where we are staying for the next couple of weeks, here in the summer, and just had the craziest health thing happen...
This morning, I read a pretty powerful marketing lesson written by a Saint. I'm pretty sure he didn't intend for it to be a marketing lesson, but it's a good marketing lesson nonetheless. The Saint's name is Nikolaj Velimirović and in his writings, he says that we are better off if we do not engage others in lengthy debates and fruitless discussions. We can better change their hearts by our love and good deeds.
If we take that sentence and we apply it to marketing, it really makes a lot of sense because one of the most effective ways to persuade someone that you can help them is to demonstrate that you can help them by actually helping them.
I know this sounds really, really basic and really, really simple.
Usually the most basic and simple things are the things that work the best. So here's why this technique is so powerful...
Things are without question rarely as they seem. So here's what that means...
As marketers, it's very, very easy for us to make assumptions about our prospects based on our own personal experience or what we observe in our immediate day-to-day life. However, a lot of times those assumptions are completely wrong. And a lot of times those incorrect assumptions cost us a lot of money in lost sales.
I think I'm going to name this episode PROOF that you can do ANYTHING online. Of course there's a caveat to that. I don't literally mean anything, but in business, online especially, we sure do have a lot fewer limitations than we might think.
Hello everyone. Frank Kern here. I hope you're doing well. I'm recording this for you front of the fire once again, in my little office. It's about seven in the morning, beautiful morning here, and now to live up to the title of today's podcast...
Any advice about what ad to run, to have people apply to a webinar? Okay, so this question is, I'll rephrase it like this. I want to have someone do a certain thing. What should the ad say?
Alright, that's really what the question is saying...
That question could be translated into "do fancy videos work better than non-fancy videos?" And you know, what?
The non-fancy videos work better.
If you were to go back to when you were 20, do you think you would still choose the same lifestyle that you have now. And the answer is yeah, absolutely. I would have done a lot of stuff differently though...
So this is someone saying, hey man, I'm getting leads, but they're not converting. All right, and so that's the statement. The actual statement is I could get leads with my clients, need help converting them. Uh dude, join the club...
If you lost everything today (contacts, cash, business, etc), what will you do to rebuild back your income? Well, if I literally had absolutely no money at all, like not even enough to run ads, I would go door-to-door to businesses or just get them on...
Is the majority of your business still from selling info or consulting? Which business model do you prefer? Right now, it's info. And there's a deliberate reason for that.
There are two deliberate reasons for that. #1 - it's personal...
It's the question I've been getting a lot of lately, which is like a general question, which is what's the best way to do social media ads? The answer is, it depends. However, there is a Holy Trinity to shoot for, and if you can pull this off, and I...
Today, I have 10 words for you that can polarize or they can unify. My hope is that they unify.
Here they are. The words are...
Alright. It's important that everybody fully understands the situation at hand. I'm going to talk about seven things on the intro net. I might talk about ways to increase sales in your business. I might slip up and say that I've sold a lot of stuff. My results are not typical. The statement about me being completely insane is 100% accurate...
So today's episode is about one magic question that can change everything. I really crack myself up with these titles sometimes, but there's really some validity to the statement. I promise.
So, I'll reveal the magic question in a minute. This will be a short episode, but let me set the scene for you....
What's happening, hope you're well. So what we're going to talk about today is the one thing that beats motivation, hands down, every single time.
Personally, love motivational stuff. Love it. Huge fan, like reading it, like listening to it. I don't know who my favorite is...
Have you ever heard of that book Miracle Morning by Hal Elrod? I listened to that a couple of years ago on audio book, and I can't remember exactly what it said, but I'm mentioning the book because probably some of what I'm going to share with you is inspired by what I read or more accurately listened to in that book.
I want to give credit where credit is due preemptively because surely none of this is original. I want to introduce you to the concept of the imperfect morning routine. We all talk about, well not we all, but we all at least hear about a morning routine, and the importance of a morning routine...
I want to share an unusual belief that was, I'm going to put this in air quotes, forced on me growing up that forever changed my life for the better. I say forced on me, again in air quotes, because I was never given an option to consider it. It never occurred to me that it might not be true. It was literally repeated to me over and over and over again. And I believed it and I gotta tell ya, I thank God for the belief. And I thank God that I believed it, that I quote unquote, fell for it.
So here's the belief...
Let's talk about one of the most powerful, mass-influence methods ever. I wanted to say weapons, but that just sounds weird. I don't want to weaponize this kind of thing. You know, technique, strategy, tactic, how 'bout that?
Anyway, before I tell you about this, I want to warn you, this cannot be faked...
Let's talk about money goals. They say you're supposed to have 'em and they say you're supposed to set financial targets. I got to tell you, I'm not sure I agree. I mean, to some degree, obviously it's a pretty good idea, but here's something I'll share with you from personal experience, might help you have yourself more fun and a better life...
So what was I wanting to talk to y'all about? Last night I was briefly on Clubhouse again. I've got to tell you, you got to watch out for that thing. It is very addictive. I got on there, was screwing around...The first room didn't really make a lot of sense to me...
Then I jumped into another one, I think it was a room called millionaires helping millionaires, or something. I don't know, but someone asked me a question and the question was a good one. It was like on the spot. I didn't realize this was about Clubhouse, but if you've been made a moderator of a room before, and then you join that room later, you're still a moderator and your mic is on. Thank God I didn't say anything dumb, like normal, you know, because as soon as I got on it's like, Hey Frank, what do you think about this?
Let's get to work. OK, try to do these every day.
Share some new insights. Some picking up along the way. Crazy thing happened on Clubhouse yesterday, which is increasingly addicting, by the way. Who knows what will happen with this thing? So many questions around the topic of Clubhouse. Is it going to replace this or that or the other?
The answer in my opinion is no. It's not going to replace anything, but it is a pretty good feeder system for other platforms, like somebody sees you on Clubhouse. If you're able to help or contribute, then maybe they go check you out on YouTube or listen to your podcast, or check out your Instagram or Facebook or whatever.
It's also a great place to pick up insights about what's going on in the mind of your customer, which we've talked about before. So yesterday, I got pinged into a room...
What's happening y'all? This is an honest to God, real live actual planned podcast episode.
So let's dig right on into it. I got a question, a good question, the other day. I forgot who asked me so I can't credit them that, but whoever you are, thanks for asking it.
The question was, what three beliefs do you wish you had when you were 20? Which was really a good question. All the self-help folks, as a generalization, will tell you that your beliefs affect your thinking, your thinking affects your decisions, your decisions affect your actions and in your actions affect your life.
Yada, yada, yada. I believe all of that to be true. Only reason I'm yada yada yada -ing it is because I know you've heard it a billion times, just like I have.
Man, what a good question. So I spent a lot of time thinking about it and I don't know if I've got three, but I've got one that I wish I would have, I could have installed in my 20s and here it is...
Hope everybody's well. Happy whatever today it is...Saturday.
I want to answer a question that was on my mind. It's been on a lot of people's mind, what's the deal with this Clubhouse thing, is it worth messing with?
There's a lot of debate on it. So here's the thing about Clubhouse...
Do not try to out-work me, out-smart me instead.
Over the holiday, I got a message from someone very important to me, and they're going through a good rebirth of business. This individual is experiencing some focus issues and said that one of their ambitions was to out-work me. My immediate response, because I care very much about this person, was "please don't do that. Instead out-smart me."
So I say to you, don't try to out-work me. Definitely not from a place of ego...
This is interesting. I'm starting a TV show on Vuvies and I want to scale it online. What's a few steps I can take to do that?
I don't know, I don't know what Vuvies is. Now I'm feeling like I'm left out. I'm not going to look at it though, at Vuvies, because then I'll go down this freaking rabbit hole and I won't get any work done.
Let's pretend you got a record coming out and it's an album and you want downloads, or a podcast or something...
I would do click campaigns...
Hey Frank, the career executive coaching space is booming right now due to the global pandemic economic fall out. What would your very top strategy be to capture more engagements?
So I have a framework for writing stuff to get people's attention that works really, really well...and it's really fundamental.
How can I build clientele for my wife's salon targeting a 50-mile radius?
Dude, this fits in perfectly with the earlier question of what would you do if you lost everything and only had $10K and had to start all over. I would service businesses like the one referenced.
So dude, here's what you do...
What courses of yours are a good fit for a very advanced, well-established internet marketer?
Really depends on the desired outcome.
I consider myself to be a very advanced, well-established internet marketer, and what I always go back to is the fundamentals or...
How do you inspire yourself to create content?
Dude. It's fun!
So, this is like...this, debauchery and food, and, you know, inappropriate things to talk about on a livestream that all other dudes think about it.
This is the only thing that I ever think about. Ever.
Here's the question I get all the time...
You've lost everything and you're starting from scratch. Your goal is to make $100K as quickly as possible. You've got $10K to your name. How would you do it?
Alright. I would, and I advise everyone to do this...
He says, how do you inspire to create new stuff and trainings for your clients without modeling the new guy, modeling the new guy?
Dude, I don't care what the new guys are doing. I care about what I learned from that guy, Albert Lasker.
And from that other guy, David Ogilvy.
And from that guy, Claude Hopkins.
And from that guy, Gary Halbert.
And Dan Kennedy...and hard won experience.
What do you think it would cost on average to get an application filled out, if I were to use intent-based branding? I know it's a difficult question, cheers.
So the real question is, and I'm translating again...Hey man, I'm selling something expensive and I want people to fill out an application before I agree to talk to them.
What's it cost to get a qualified application filled out?
The question is, with iOS 14 blocking so many things, is it going to make stuff break? Now he's specifically referencing, is intent-based branding going to be changed? That's a method of getting attention and then retargeting people, and if so, what do you think is going to go on?
So the short version of the question, hey Apple did some weird stuff and Apple and Facebook aren't getting along right now, what does that mean for the rest? I'm translating the question into redneck because that's how I think, is in redneck...
Jason asks what are people buying online today? And then the question goes a little deeper...is it online courses, white papers? Just curious what the hot products are right now.
The short answer to that is everything.
Is high-end continuity still a significant part of your business model? No, high-end continuity isn't and it never really has been. By high-end, I'm assuming you mean multi-thousand dollar consulting engagements...
What was the single biggest obstacle I overcame to get where I am today?
That's a serious question. There are a lot of them, so I'll just tell you all the dumb stuff that I do. And then I'll let you decide what the biggest obstacle is.
Hello everyone. Frank Kern here. I hope you're doing well. I'm recording this for you front of the fire once again, in my little office. It's about seven in the morning, beautiful morning here, and now to live up to the title of today's podcast, which is an uncomfortable confession.
Here it is. My name is Frank Kern and I am a...
I guess it all stems from the feeling that so many of us have, sometimes myself included, that we're just not doing enough. I'm hoping I can be of service to you today and help you with that and help you not experience that.
I've been doing all this kind of entrepreneurial stuff online for 21 years now, I started in October of 1999. I've gone through multiple methods of working, multiple approaches to productivity...
You're looking for ideas on how to make your business work a little bit better, so let's talk about that.
I got three things for you. I think if you'll do these three things every day, then you'll probably make more money. That's my guess, I can't substantiate that. It is pure speculation, but I know that when I focus on doing these three things, I make more money. So my hope is that you will too...
There's something I forgot to mention to you, which is how absolutely horrible the sales page is.
Seriously, look at it...
Want to update you on just a crazy thing that happened over Thanksgiving, and a couple of lessons to it. So decided to get on the bandwagon and see if this whole Black Friday thing was what it was cut out to be.
So decided at the last minute that we would run a Black Friday special...
We're going to talk about the fact that marketing as we know it has gotten way less effective and what we can do about it, and how to remedy this problem. In other words, how to make marketing stuff work better.
This is a big deal, I think, because of a lot of reasons...
First thing I want to point is that is not really normal. A little bit of a fluke there, doesn't happen every day. Just happened to have 2 of them do that yesterday, which was great!
So when I put those little videos up...
It's not like it happens every day. It's not like the whole campaign was a 100X return on ad spend and it's not like that is happening at scale.
It still looked cool though! So that's pretty good and I've never had that happen before. No kidding, it was really pretty freakin' crazy!
Really my question is wrapped around the case study that you used in the direct presentation that you used to get us into this class where day one was the $1.80 ad spend and then eventually you showed the 30 days in May where you spent about $3.50 and generated $600,000 in sales. So I guess really, I'd love to have a walkthrough of the 30,000 foot view of, you start day one at a $1.88, you get three days worth of data. Day three to six, day six to nine.
What's that high level thinking that you use from the beginning all the way to the end result of that campaign? That was unbelievable...
I just had a quick question about using a video sales letter or webinar. Let's say I put it on my thank you page for my lead magnet, so someone comes in, they opt in. They go to the thank you page and then I want to give them some trainings with a pitch that follows in video form.
What's the best way to track how much of that video someone has seen to know if they actually reached the point where they heard the pitch?
Depends on what you're using...
If there was a quick tip that you would give people about the promise or about making the offer, or whether they need to twist the pain, and in particular, how you get past the Facebook regulations and still make an emotional offer because that always seems to get in the way, for a lot of things.
Yeah. So I'm really glad that you brought that up...
So I'm just thinking, like three years ago, with the inner circle and everything, you had all these Facebook consultants and agencies and it was a huge drama to run Facebook ads, but you always had a team to do that. Now here you are, in front of your laptop, and I just wondered what you'd learned and what changed, and why that was possible now?
Oh, I just like doing it!
You mentioned an agency model and building a virtual sales team, so he wants to know what he can expect from those bonuses.
Yeah, so the virtual sales team, here's how ours works and here's what I'm going to show you how to do...
One more question. A friend of mine asked me to help with an ad for a water purification system he sells, but this will be very hard to try to get leads for that.
So the lowest hanging fruit is going to be an individual who's thinking about buying...
My question is...I am doing web design, you know, landing page on websites, so I was wondering what is the best way to create a segmentation on Facebook for that?
To create a segmentation? By segmentation, do you mean target?
I guess the other question I had was you just mentioned how you drip the product. Is that what you recommend people do is drip the product?
Oh yeah, absolutely. Number one thing, so we survey people all the time...
My question is...Mr. Frank Kern. What do you think Doctor? Doctor, Professor Frank Kern, PhD. Better? OK.
What do you think of this business economy and how it has affected your business?
This is a very weird answer, and some people think I'm an idiot, actually probably a lot of people think I'm an idiot when I say stuff like this...
One last question, I think, with this method, the maximizer...the email followup with how to move them through the process. Is that a part it? That's where I fall off. I know I don't have that structure on how to go from the leads to the sale.
Thank God, you know? I'm glad they don't, I wouldn't have a job, but you're not alone...
Would an e-com store brand benefit from the maximizer?
Yeah! With e-com, where you guys fall off...
When I set the page up, I did not set up a business account. So I'm assuming that I have to set up a business account with that, in order to run ads, is that correct?
Especially if you want to do stuff like retargeting and all of that. Yeah.
Okay, great. Secondly, my purpose for starting that ad was to brand myself. I have a lot of background in consulting and training, and one of my main goals is to work with people who are trying to start up their businesses and go in so many different ways, and just trying to get some strategic planning in place so that they can save some time. So in that, that would be part of what I would be using that page for...
I think it's a great question because he's trying to target B2B. So he has a general contractor who wants to target commercial business owners only. Do you have any recommendations on the copy and target audiences that he should use?
Okay. So they own the office building, I would assume?
They own or lease and need a general contractor...
What's the best way to drive traffic to a convenience store?
Dude, TV...TV on the phone. So we talked about this yesterday. I'll just do it real briefly...
I'm wanting to get really clear on the placement for the lead ads. So I believe you chose automatic placement yesterday. Can you go over why you choose automatic placement for everything?
Good question. I did it deliberately...
How long should we be leaving each ad on for this challenge?
I like three days, generally speaking. So if I'm willing to pay...
People like the audience searching, so can you help? He's looking to target parents with young children to help their child's financial goals for the future. Any recommendations?
I do, I do. I do stuff like this. Number one is going to be the copy...
What do you think about building a lead generation ad that is actually a conversion ad on Facebook? First step is the freebie/lead collection. Next page is a low ticket offer and order bump, then upsell.
It's fine. You just have to be prepared for them to a. not click to the next page...
If you can explain a little bit more on the budget, specifically toward the bottom of the page, that says optimization and delivery and how basically, how does Facebook charge you?
Oh, ok, I think she's talking about...
So I've got a physician and a therapist and she's working with PTSD and trauma. Wondering what the best way to do an old-school ad would be with this.
Oh, "read this if you..."
He had, from April to July, his best roll on Facebook ads. He had 13x return on ad spend, and then he screwed up. He had to set up all of the business into another account. His cost per lead went up 10x the normal cost on conversions sank. Same pixel, same audience. What could be some of the reasons that he should look over to see why that happened?
OK. We're getting into harder core stuff, but I like this kind of stuff. This is cool. Alright. Any access to the original account? Is it possible to get that?
So you lead with the lead magnet and you have to email them, obviously. Do you just email them both the lead magnet and a link to the VSL? Or do you have any recommendations on the first email you send after the opt-in via the lead ad?
Yeah. First of all, if you have a VSL and it's educational, then your lead magnet can be the video itself...
Do you think the text, "Read this if you want to grow your awareness practice without losing yourself" is the reason that it might take somewhat longer to get her ads approved?
No. So there are two new ads created by every advertiser, on average, every day...
So he had a question about his lead quality. His audience is executives and entrepreneurs. He said in the past, he kept getting unqualified leads from Facebook. He was wondering, are they active on Facebook or does he need to use LinkedIn for this type of audience?
OK. So to you, I would say kind sir, welcome to the club...
I'm getting a good quantity of leads, but they are not scheduling consults or calling or emailing at the rate that I would like. So my question is what's the number one thing I should do next?
OK. What's the thing you sell?
I had some problems with the ad approval. I'm selling mortgage and basically I'm trying to base my ad upon the refinancing of the mortgage. So I would like to ask you for some advice, for my copy, so it doesn't get not approved.
So my niche is a sub-niche, it's dreadlocks, which is a sub-niche of natural hair. And so if I were targeting natural hair, there are lots of influencers and products and brands that I could target, but not so much, being the case for specifically dreadlocks.
So I'm trying to think about how do I expand and find different targets when there's really not targetable...
I'm wondering, should I make my challenge more general to cater to all interests? So I have people that are coming into this challenge that are probably interested in cosmetics or outdoors or beauty...or should I tweak the challenge and make it only about one specific niche?
So my question is I have my ads, but in those ads, do I always have to ask for the email to make a follow up sequence or something like that?
Yeah...
A lot of people are curious about the in-between...they publish their ads, what should they be doing for the next three days? Just while they're waiting for the ads?
Any recommendations?
What is the best place you would recommend to create online assets? So they don't have to develop them over?
Like making stuff? Yeah, so you want to make videos? All right, let's see here.
How should we expand our target interests when many of the related interests and audience insights are not targetable?
I do marketing services. I run ads for people. I have copy I know works, I used it on several clients. What happens is when I get a client from a small city, it has a very small audience.
So the lead ad usually doesn't work. I tried a bunch of stuff and I never actually could get it to work, so I'm wondering if you have any solution for that...
How long, how much time do you give each ad until you switch it off again, on a new campaign?
I'll give three days, generally speaking. When I create a new ad, I don't usually stick it into an existing campaign, so I'll just create a new campaign with a new ad.
So a lot of times...
So I made a bit of a rookie error here. I started running conversion ads last week, and we got pretty good results. We sold 21 orders overall, 20 purchases of the offer and then 1 purchase of the upsell product, which is a markdown subscription to our on-demand training.
And so I went in earlier this week and put more money behind it, and I wound up changing the conversion event and I didn't notice...
I've run lead ads before and I noticed that sometimes they are shareable. In other words, people can click share and when the program started, they shared amongst friends. They shared and we were able to get more leads that way, just from the shares. I noticed this time when I set up the lead ads, the share option was not there...
I want to be seen as different, partially because I'm more expensive than other videographers they may have experienced in the past. So how would you go about that, would you want to educate them about that in maybe that first free video?
I'm kind of at the beginning, so I was wondering what type of a lead magnet you would suggest for my business, which is a high-end video production company...
What I'm trying to get done now is all of the pieces for this puzzle, and through the years we gathered lots and lots of things. So I'd just like to get your what twos and why fours on the best way to sell this thing now, in this day and age?
So, it's been a long time since I've worked with any ass-kickers (that is what I call self defense people). What worked in the past and what probably still works is...
I'm just trying to figure out how to ease up the workload that I have for myself, so I can focus more on the sales side instead of the constant deliverables...which are bananas.
Well, which is your strong point?
I mean, I've run ads for years, so that's, I mean, I've always, essentially created a new job for myself. I'm going to be the business owner, except I just keep then creating new jobs for myself...
Do you have any recommendations whenever you were going through that hiring process, what you were looking for? I've never hired that person, 'cause I am that person. So I don't know what necessarily...
I'm looking for a clone of myself...
Is there any tips that you can get people really engaged from the get-go?
Like I was thinking about starting to bring people in a week or two weeks prior to my challenge to kind of just warm them up. Cause this last time Facebook ads got hung up and basically that day, I did it the day before people got in. Facebook ads got approved. I had 400 people in the group and then I started the program.
So I think there's maybe a warm up period?
I have that program where it's basically a three month program 5k to a cold audience. I take them through a five day workshop and the people that don't buy within that 24 hour period, I do the expiring bonuses and all that stuff. Is there a mapped out email sequence that you recommend or is there any other way to get more people to say yes, either in my live offer or through emails that you recommend? Just best practices?
Should you always create video and image ads as regular posts on your page and then when you create your ad, just select them as an existing post or are there certain times when you don't need to do that? You can just create, upload an image and write the ad copy, right from the ads manager? And is there like a good rule of thumb to know, you know, when to do what?
So the only time you want to do it right from the ads manager is always...
I've got a client who is doing this is diabetes treatment that is unlike any other. It's been around for 20 years, but it hasn't been promoted very well. And, when you're promoting stuff on Facebook, especially in the medical world, the ad got rejected.
A number of times I kept kicking back and it finally got approved and this the client, they don't really want emails. They want phone calls...
Any advice about what ad to run, to have people apply to a webinar? Okay, so this question is, I'll rephrase it like this. I want to have someone do a certain thing. What should the ad say? Alright, that's really what the question is saying.
In this case, Mark is saying, I want to have people go to a webinar, register for a webinar. What should the ad say? The question could be...
Any advice on how to learn to put a good course together? I finally feel like this is possible for me. I'm a legal recruiter and realize I have a ton of advice that will be helpful to young, new attorneys.
Dude, here's what I would do. If I was you...
Very simple. It would be to get them on the phone, give them a proposal and see if they wanted to become a client.
Everybody's got testimonials, you know. I don't really think it matters.
He's running some ads and he's not getting any sales. And to that I reply, welcome, sir, to the club. And so I don't really understand the question. It says is it only sales conversion that count? Or should I check for some other stats? I'm not getting sales as you can probably guess.
Actually I do understand the question. What am I talking about? It's a perfectly normal question. So I think like in summary, what do I do? I'm running ads. I'm not getting sales. What do I do?
What do you recommend for Book funnels in terms of advertising? Alright. Specifically referencing my Intent Based Branding methodology. And so I will give that answer regardless of methodology. So if the objective of the campaign is to sell a book, you first have to look at what is the objective of selling the book.
Do you want to make an immediate profit during that?
Do you want them to consume the book and then become fans and then buy more stuff later.
What's the end result?
The question is how do you script your videos?
And the answer is I personally don't script my videos, but I do have a framework...
So we're going to move those people to pitch our membership group, but we want to create a new lead magnet, similar to your idea of elite owner operator. But it's specifically for real estate agents who make $500K or our number is more like 300 and up, but what type of the lead magnets do you find work better for attracting that type, or do you go straight to hire us to do it for you?
I'd really like to see what I can do to optimize engagement and click through rate on our current email newsletter. I'm seeing that our lead magnet, it has a great open rate. It's an 80% open rate, 60% click through, and then subsequent emails out the gate, you know, it's about a 20/25% open and 6% click through rate.
What recommendations do you have to really kind of help boost that sort of thing?
The hard part is the implementation aspect or the over analysis of like, oh God, I know I should do this. Should I change the color of the button purple and all this other stuff or, to some of these points, I hear a general sentiment of I kinda know what I need to do, I've heard it before, I'm just having trouble pulling the trigger.
How would you address someone who's in that specific situation?
If you were doing a State of the Union today with a topic like podcasting, or really any, any topic cuz I know so many of the people in this group, how would you structure it if you were looking for, you know, pointing them to more of an agency application type of funnel, rather than like a info product or a lower end product? Or would you strictly do it for a positioning standpoint of kind of putting the entire industry, niche on notice from that perspective?
I'm trying to find out if you have any tips on how I can engage this beta group and extract as much information as possible so I can really hone in on that viable, what that minimum viable product is.
I don't know if I would...how big is the beta group?
So there's 30 families now, so 60 individuals...
I know the types of people that I was attracting before aren't going to be the ones that work with me at the level that I do, these new ones. And so it begs the question, how do I get more qualified prospects in the pipeline?
As I pivot more from the services side or the agency side to the coaching stuff, just curious your thoughts on how to accurately categorize the appropriate price of that in my head and how to continue to elevate that.
So there's a couple things. 1. It's gotta be consulting, not coaching...
I think you went through either yours or a version of the perfect day experience where in a perfect day, this is what life would look like. Do you remember that day?
One thing I've really appreciated about you over the years has been obviously, you know, you're one of the most intelligent marketers out there, but something about understanding human behavior, positioning and dynamics.
So for example, however many years ago, maybe you remember what year it was, you did the first state of the internet address. You did it in an office that looked pretty fancified, you sitting at the big desk and what people didn't realize, and I know you explained this later...
We're recording this for you in this little wooden room of the California place where we are staying for the next couple of weeks, here in the summer, and just had the craziest health thing happen...
Alright. It's important that everybody fully understands the situation at hand. I'm going to talk about seven things on the intro net. I might talk about ways to increase sales in your business. I might slip up and say that I've sold a lot of stuff. My results are not typical. The statement about me being completely insane is 100% accurate...
So this is someone saying, hey man, I'm getting leads, but they're not converting. All right, and so that's the statement. The actual statement is I could get leads with my clients, need help converting them. Uh dude, join the club...
It's the question I've been getting a lot of lately, which is like a general question, which is what's the best way to do social media ads? The answer is, it depends. However, there is a Holy Trinity to shoot for, and if you can pull this off, and I think you can, if you do it right, you can pull this off...
If you lost everything today (contacts, cash, business, etc), what will you do to rebuild back your income? Well, if I literally had absolutely no money at all, like not even enough to run ads, I would go door-to-door to businesses or just get them on the phone, really. Yeah, I'd get them on the phone.
I'm assuming I at least have a phone...
Here's a pretty good question. Samuel Robinson asks, is SEO dead? How much should I worry about it for a blog/biz website?
Well, I'll give you my answer with a disclaimer.
So Simon asks, have I worked with clients from Europe who sold their products/services to US customers? And is it more difficult for Europeans to sell on the US market?
Yes I have, and the answer is no.
Do you think there's any connection between the MK-Ultra experiments and modern marketing methods, especially the ones that have a background in NLP.
Okay. Number one, I don't know...
If you were to go back to when you were 20, do you think you would still choose the same lifestyle that you have now. And the answer is yeah, absolutely. I would have done a lot of stuff differently though...
Mike says, is the majority of your business still from selling info or consulting? Which business model do you prefer right now? It's info.
And there's a deliberate reason for that. There are two deliberate reasons for that.
#1 - it's personal preference, which was spawned by me being wore out...
Jason asks what are people buying online today? And then the question goes a little deeper...is it online courses, white papers? Just curious what the hot products are right now.
The short answer to that is everything.
Is high-end continuity still a significant part of your business model? No, high-end continuity isn't and it never really has been. By high-end, I'm assuming you mean multi-thousand dollar consulting engagements...
What was the single biggest obstacle I overcame to get where I am today?
That's a serious question. There are a lot of them, so I'll just tell you all the dumb stuff that I do. And then I'll let you decide what the biggest obstacle is.
That question could be translated into "do fancy videos work better than non-fancy videos?"
And you know, what?
The non-fancy videos work better.
What do weiner pics and email marketing have in common? Why are you listening to Frank Kern about these things?
In this recorded webinar, Frank discusses what's actually working during this crazy time.
In the midst of this chaos, Frank gives his advice in this webinar about how to manage things for your business.
Part 4 of Frank's 20 Years in Under 20 minutes series, with this one discussing revenue.
Enjoy a special episode with Frank, and get some great training on how to get customers to be a part of your system.
Ever wondered how an Internet marketing genius approaches advertising? In this episode, Bedros Keuilian sits down with direct response marketing legend Frank Kern, who shares the simple 3-step formula he uses to turn his ads into compelling stories that hit home. Watch or listen now to discover why you need continuity if you want to scale your business to 7 or 8 figures. If you want to generate more leads from your online ads, then this episode is a must-listen
Are you an Introvert or an Extrovert?
I got started in marketing because I'm SUPER INTROVERTED.
In fact, the "thing" that drove me to learn how to market was the constant REJECTION I faced as a door-to-door credit card machine salesman.
One day, after being thrown out of a restaurant I was trying to sell to, I went to my computer and did a search for "how to sell credit card machines online."
That's when I saw my first ad for an Internet Marketing course.
It was October of 1999 and I never looked back.
Whether you're an introvert like me and want to use marketing to have customers calling YOU ...or an extrovert like my man Grant and want to use marketing to generate leads you can call, I CAN HELP YOU.
If you want me and my team to create, manage, and scale your campaigns FOR YOU go to KernBranding.com
Social media isn't the only way to get your stuff out there. The playing field is more even than ever.
Are you an Introvert or an Extrovert?
I got started in marketing because I'm SUPER INTROVERTED.
In fact, the "thing" that drove me to learn how to market was the constant REJECTION I faced as a door-to-door credit card machine salesman.
One day, after being thrown out of a restaurant I was trying to sell to, I went to my computer and did a search for "how to sell credit card machines online."
That's when I saw my first ad for an Internet Marketing course.
It was October of 1999 and I never looked back.
Whether you're an introvert like me and want to use marketing to have customers calling YOU ...or an extrovert like my man Grant and want to use marketing to generate leads you can call, I CAN HELP YOU.
If you want me and my team to create, manage, and scale your campaigns FOR YOU go to KernBranding.com
Social media isn't the only way to get your stuff out there. The playing field is more even than ever.
Frank gets "ambushed" in the office, and explains why what they are doing is so successful.
Enjoy a interview from Chris Evans from TrafficandFunnels, and click on the link to learn more.
trafficandfunnels.com
What is actually working when it comes to marketing, and how do we learn from our competitors?
28 BILLION a year with BAD marketing.
Take advantage of the huge opportunity in the Business Consulting Sector. Http://www.KernMethod.com
Enjoy a special episode with Frank, and get some great training on how to get customers to be a part of your system.
Get more information on one of Franks newest clients, and learn some tips for your own company.
Want a simple lesson on where to find the money? Frank explains where the money is and what you need to do to find it.
Reading from Ogilvy: Is this the single most important thing in marketing? Speaking of marketing and advertising, if you’d like me and my team to obsess over yours, go to CardoneKern.com
Is Niche marketing seriously dead? Find out from Frank, and maybe even get his help managing your company.
Here's how you keep the day from getting weird:
Start the day with a plan.
End the day with a plan for tomorrow.
It's that easy.
This is the story of Rob. He sells furniture out of a good old fashioned STORE right there in Naples, Fla.
Technically speaking, that's not boring at all ..but a "regular" business isn't something you really see "internet people" talking about much.
Anyway, here's how we're winning for him.
If you want us to win for YOU, go to KernBranding.com.
Get an inside look into Franks time with his clients, and learn more about the dangers of internet marketing.
Is Niche marketing seriously dead? Find out from Frank, and maybe even get his help managing your company.
Are tomato gardeners aggressive? Should we be aggressive when it comes to marketing to people already in our circle?
Are you an Introvert or an Extrovert?
I got started in marketing because I'm SUPER INTROVERTED.
In fact, the "thing" that drove me to learn how to market was the constant REJECTION I faced as a door-to-door credit card machine salesman.
One day, after being thrown out of a restaurant I was trying to sell to, I went to my computer and did a search for "how to sell credit card machines online."
That's when I saw my first ad for an Internet Marketing course.
It was October of 1999 and I never looked back.
Whether you're an introvert like me and want to use marketing to have customers calling YOU ...or an extrovert like my man Grant and want to use marketing to generate leads you can call, I CAN HELP YOU.
If you want me and my team to create, manage, and scale your campaigns FOR YOU go to KernBranding.com
Enjoy a special episode with Frank, and get some great training on how to get customers to be a part of your system.
Social media isn't the only way to get your stuff out there. The playing field is more even than ever.
Here are 5 of the most important things to do before you start your advertising process.
Frank gets "ambushed" in the office, and explains why what they are doing is so successful.
Want a simple lesson on where to find the money? Frank explains where the money is and what you need to do to find it.
Now you can target people based on where they physically go and what websites they visit ...even if they're not visiting YOUR site.
I had a $120,000.00 windfall because a rising tide truly does lift all boats.
More at KernClass.com.
Are you an Introvert or an Extrovert?
I got started in marketing because I'm SUPER INTROVERTED.
In fact, the "thing" that drove me to learn how to market was the constant REJECTION I faced as a door-to-door credit card machine salesman.
One day, after being thrown out of a restaurant I was trying to sell to, I went to my computer and did a search for "how to sell credit card machines online."
That's when I saw my first ad for an Internet Marketing course.
It was October of 1999 and I never looked back.
Whether you're an introvert like me and want to use marketing to have customers calling YOU ...or an extrovert like my man Grant and want to use marketing to generate leads you can call, I CAN HELP YOU.
If you want me and my team to create, manage, and scale your campaigns FOR YOU go to KernBranding.com
Are tomato gardeners aggressive? Should we be aggressive when it comes to marketing to people already in our circle?
Grant interviews Frank Kern, one of the most sought after direct response internet marketing consultants on the planet and talks with him about his approach to online advertising – something he calls intent-based branding. Mr. Kern created Behavioral Dynamic Response which is an automated marketing method that speeds up the sales cycle by customizing marketing messages based on a prospect’s behavior.
Is Niche marketing seriously dead? Find out from Frank, and maybe even get his help managing your company.
This is the story of Rob. He sells furniture out of a good old fashioned STORE right there in Naples, Fla.
Technically speaking, that's not boring at all ..but a "regular" business isn't something you really see "internet people" talking about much.
Anyway, here's how we're winning for him.
If you want us to win for YOU, go to KernBranding.com.
Get more information on one of Franks newest clients, and learn some tips for your own company.
Here are 5 of the most important things to do before you start your advertising process.
What is actually working when it comes to marketing, and how do we learn from our competitors?
Enjoy a interview from Chris Evans from TrafficandFunnels, and click on the link to learn more.
trafficandfunnels.com
Enjoy a special episode with Frank, and get some great training on how to get customers to be a part of your system.
Want a simple lesson on where to find the money? Frank explains where the money is and what you need to do to find it.
What does a tattoo artist have to do with a marketing plan? Listen in and hear another story about one of Franks many interesting clients.
Here's how you keep the day from getting weird:
Start the day with a plan.
End the day with a plan for tomorrow.
It's that easy.
Is Niche marketing seriously dead? Find out from Frank, and maybe even get his help managing your company.
Ever wondered how an Internet marketing genius approaches advertising? In this episode, Bedros Keuilian sits down with direct response marketing legend Frank Kern, who shares the simple 3-step formula he uses to turn his ads into compelling stories that hit home. Watch or listen now to discover why you need continuity if you want to scale your business to 7 or 8 figures. If you want to generate more leads from your online ads, then this episode is a must-listen
Social media isn't the only way to get your stuff out there. The playing field is more even than ever.
Here are 5 of the most important things to do before you start your advertising process.
Are tomato gardeners aggressive? Should we be aggressive when it comes to marketing to people already in our circle?
Are you an Introvert or an Extrovert?
I got started in marketing because I'm SUPER INTROVERTED.
In fact, the "thing" that drove me to learn how to market was the constant REJECTION I faced as a door-to-door credit card machine salesman.
One day, after being thrown out of a restaurant I was trying to sell to, I went to my computer and did a search for "how to sell credit card machines online."
That's when I saw my first ad for an Internet Marketing course.
It was October of 1999 and I never looked back.
Whether you're an introvert like me and want to use marketing to have customers calling YOU ...or an extrovert like my man Grant and want to use marketing to generate leads you can call, I CAN HELP YOU.
If you want me and my team to create, manage, and scale your campaigns FOR YOU go to KernBranding.com
Frank gets "ambushed" in the office, and explains why what they are doing is so successful.
Ever wondered what its like in Frank's Private Client Meeting? Listen in and get some behind the scenes of what its like.
Enjoy a special episode with Frank, and get some great training on how to get customers to be a part of your system.
I had a $120,000.00 windfall because a rising tide truly does lift all boats.
More at KernClass.com.
What does a tattoo artist have to do with a marketing plan? Listen in and hear another story about one of Franks many interesting clients.
Here are 5 of the most important things to do before you start your advertising process.
Social media isn't the only way to get your stuff out there. The playing field is more even than ever.
Is Niche marketing seriously dead? Find out from Frank, and maybe even get his help managing your company.
Here's how you keep the day from getting weird:
Start the day with a plan.
End the day with a plan for tomorrow.
It's that easy.
Are you an Introvert or an Extrovert?
I got started in marketing because I'm SUPER INTROVERTED.
In fact, the "thing" that drove me to learn how to market was the constant REJECTION I faced as a door-to-door credit card machine salesman.
One day, after being thrown out of a restaurant I was trying to sell to, I went to my computer and did a search for "how to sell credit card machines online."
That's when I saw my first ad for an Internet Marketing course.
It was October of 1999 and I never looked back.
Whether you're an introvert like me and want to use marketing to have customers calling YOU ...or an extrovert like my man Grant and want to use marketing to generate leads you can call, I CAN HELP YOU.
If you want me and my team to create, manage, and scale your campaigns FOR YOU go to KernBranding.com
Get an update from Natalia and hear a little bit about whats going on in the background of KernBranding.
Enjoy a interview from Chris Evans from TrafficandFunnels, and click on the link to learn more.
trafficandfunnels.com
This is the story of Rob. He sells furniture out of a good old fashioned STORE right there in Naples, Fla.
Technically speaking, that's not boring at all ..but a "regular" business isn't something you really see "internet people" talking about much.
Anyway, here's how we're winning for him.
If you want us to win for YOU, go to KernBranding.com.
Frank gets "ambushed" in the office, and explains why what they are doing is so successful.
Now you can target people based on where they physically go and what websites they visit ...even if they're not visiting YOUR site.
Are tomato gardeners aggressive? Should we be aggressive when it comes to marketing to people already in our circle?
Get more information on one of Franks newest clients, and learn some tips for your own company.
Here are 5 of the most important things to do before you start your advertising process.
Intent Based Branding helped Frank and the team exceed to week's sales targets ... here's how.
Enjoy a special episode with Frank, and get some great training on how to get customers to be a part of your system.
Get some inside tips on how the Kern family stays focused even throughout all their chaos!
What does a tattoo artist have to do with a marketing plan? Listen in and hear another story about one of Franks many interesting clients.
Are you an Introvert or an Extrovert?
I got started in marketing because I'm SUPER INTROVERTED.
In fact, the "thing" that drove me to learn how to market was the constant REJECTION I faced as a door-to-door credit card machine salesman.
One day, after being thrown out of a restaurant I was trying to sell to, I went to my computer and did a search for "how to sell credit card machines online."
That's when I saw my first ad for an Internet Marketing course.
It was October of 1999 and I never looked back.
Whether you're an introvert like me and want to use marketing to have customers calling YOU ...or an extrovert like my man Grant and want to use marketing to generate leads you can call, I CAN HELP YOU.
If you want me and my team to create, manage, and scale your campaigns FOR YOU go to KernBranding.com
Is Niche marketing seriously dead? Find out from Frank, and maybe even get his help managing your company.
Enjoy Frank's Traffic and Conversion Presentation 2019 and learn how you can grow your net worth just by using social media (and intent-based branding).
Get an update from Natalia and hear a little bit about whats going on in the background of KernBranding.
This is the story of Rob. He sells furniture out of a good old fashioned STORE right there in Naples, Fla.
Technically speaking, that's not boring at all ..but a "regular" business isn't something you really see "internet people" talking about much.
Anyway, here's how we're winning for him.
If you want us to win for YOU, go to KernBranding.com.
Do you know what the difference is? Listen in as Natalia discusses the differences and one major thing they used to help scale their business.
Ever wondered how an Internet marketing genius approaches advertising? In this episode, Bedros Keuilian sits down with direct response marketing legend Frank Kern, who shares the simple 3-step formula he uses to turn his ads into compelling stories that hit home. Watch or listen now to discover why you need continuity if you want to scale your business to 7 or 8 figures. If you want to generate more leads from your online ads, then this episode is a must-listen
Grant interviews Frank Kern, one of the most sought after direct response internet marketing consultants on the planet and talks with him about his approach to online advertising – something he calls intent-based branding. Mr. Kern created Behavioral Dynamic Response which is an automated marketing method that speeds up the sales cycle by customizing marketing messages based on a prospect’s behavior.
Get more information on one of Franks newest clients, and learn some tips for your own company.
Get an inside look into Franks time with his clients, and learn more about the dangers of internet marketing.
Enjoy a interview from Chris Evans from TrafficandFunnels, and click on the link to learn more.
trafficandfunnels.com
Another great episode with Natalia to help you with your preparation for whatever is next.
Listen in as both Frank and Natalia chat about the state of their business, and what they are working through.
Keep the day from getting weird.
Start the day with a plan. End the day with a plan for tomorrow.
Want a simple lesson on where to find the money? Frank explains where the money is and what you need to do to find it.
Is branding stupid? Why did Frank Kern say branding is stupid? Question answered - and Frank answers other questions.
Intent Based Branding helped Frank and the team exceed to week's sales targets ... here's how.
Frank Kern knows haters. Here's how to deal with them.
If you let your fear of haters stop you from doing something, you might as well just write them a check.
What happens when you raise your standards?
Good stuff happens when you raise your standards.
For more, visit http://KernClass.com.
If you want to see how they're selling so much (it's the Secret Of The Hotlist), you must go to http://KernClass.com.
What does it actually mean to be an entrepreneur? In this episode find out some of the best tips on being a successful and real entrepreneur.
Listen for more ...
Want your next million faster? Visit - http://FrankKern.com/Class
Want more Frank on Facebook? Visit - https://www.facebook.com/Frank.Kern.Page
Coming to you from his Rolls Royce Phantom, Frank talks about how he exceeded his sales target by 12% in just 2 weeks, and gives tips on what you can do to exceed your sales target.
Listen for more ...
Want your next million faster? Visit - http://FrankKern.com/Class
Want more Frank on Facebook? Visit - https://www.facebook.com/Frank.Kern.Page
Making an offer on social media is one of the easiest parts of the Intent Based Branding strategy to make mistakes with. Learn about the right way to pitch on social media and why making your offers internet marketing style just doesn’t work anymore. While you’re at it, you will also find out the true purpose of creating social content. (Hint: it’s not about selling your products.)
- The videos for the past two weeks would fall under the banner of Intent Based Branding. The methodology involves putting out content that sells and is broken down into three phases.
- Phase 1 is helpful useful content that makes an offer, phase 2 is understanding that content is an asset for your business that keeps on performing, and phase 3 is advertising.
- The content always does three things: provides value, builds goodwill, and makes an offer. The format of the content is usually video, typically live.
- When Frank teaches the method to people, they usually create the content as if they were producing a webinar, which is not the right way to do it.
- The best way to create this kind of content is not the traditional internet marketing way, instead do it the way the Home Shopping Network would.
- The offer at the end can be hard, which is the usual way that internet marketers do it. Deliver content first with an offer tacked on at the end of the presentation.
- On social media, you should circle back to your offer several times during the content that you are creating.
- The trick is to not overthink how to do it smoothly because that is almost impossible. A great way to interject your offer is the phrase “before I forget…”
- Many people are afraid of making too many offers because they’re scared that the viewers will get mad, which is very unlikely. Most of the people who would watch the kind of content that you will create are typically scanning their feed.
- Attention is fleeting on social media, which is why you need to put your offer in there regularly because if you wait until the end they are probably going to miss it.
- The content is all part of a big campaign that’s made up of units and each unit has its job. Your sales process is another unit in the campaign and everyone’s sales process is a little different.
- In social media, you let the sales process do the selling, you let the social part, the content unit, send people to the sales process.
- Your content does not have to be brand new and fresh every time. It doesn’t have to be perfect.
If your mission is to get MORE CUSTOMERS, this is for you…Frank reveals the simple secret to true marketing success, and it’s probably not what you expect. Learn how to think about your ad spend the right way, even if you’ve never really spent money on ads before, by discovering the most important number in marketing.
- Sometimes ads are not the answer to creating new customers. Sometimes, it makes more sense to set up a process that gets additional work from your existing customer base before you start spending money on ads.
- One of Frank’s clients who runs a traditional business in New Zealand had reached a plateau in their business and was now on the mission of acquiring new customers.
- Because Frank’s client was a local based business, he recommended they test out the ‘click-to-call’ ad type. They started out with a small budget of $1000 and managed to generate $1914 in sales, around a 40% return on their as spend. The natural next step was to run the ads again and spend more money.
- When people aren’t used to advertising, it freaks them out and makes them uncomfortable.
- Using a report that breaks down everything about your ad spend and associated ROI allows you to make better decisions about your marketing. Metrics of success and failure are very important.
- Even with the report, it can be easy to think about ad spend the wrong way.
- The single biggest secret in marketing is math. It’s always about the math.
- The sole function of business is to multiply capital.
- You have to be able to focus on the return you generated from your ad spend rather than the money you spent. Follow the math and don’t let the ad bill fool you.
- If you had a machine that every time you put a $1 in you got $1.90 back, how much money would you put in? The answer is as many dollars as you possibly could.
- Simply put, look at how much it costs you to do something. If it’s profitable keep on doing it.
It can be tough going to your market and making the same offer for the 37th time, so how can you keep making offers without repeating yourself and boring your audience? That’s the topic of this short episode, learn how Frank uses multiple angles to create new and valuable content while also making more offers and keeping things interesting for his customers.
- It’s hard to go to marketplace and just say “buy my stuff!” You have to come up with multiple angles to make your offer.
- There are two angles that are helpful to start with: the how to angle and current affairs.
- The how to angle will help you understand the steps your customers need to go through to achieve the transformation they’re looking for. Each step can become an angle you can work and turn into an offer.
- Anything related to the steps in the process can have a pitch made around it.
- Anything about the economy is always going to be an angle. Up or down, it doesn’t matter, it will still work.
- Current affairs is the second angle you can use to make your offer. Lead with breaking news and your content, then make your offer based on that approach.
- All this is part of a bigger strategy called Intent Based Branding. Intent Based Branding has three core parts: the first is creating useful content that makes an offer, the second is content that continues to work for your business, and the third is the content that works really well gets turned into ads.
- A little bit of creativity and you’re never going to run out of angles from which you can approach your offer.
- Both of these ideas are great factories, not only for content but for angles for approach in terms of what you’re going to sell.
Find out who wins in this three-way social media death match between Grant Cardone, Gary Vaynerchuk, and Frank Kern! Learn the three major takeaways for what’s working on social media right now and how you can apply them to your business so you can sell more online.
- There are some fantastic tools available that allow you to spy on your competition.
- Modeling is very different from copying. Don’t try to emulate someone else’s persona, just be yourself.
- If someone is getting a result you want to get, it’s pretty smart to see what they’re doing and model it.
- Going live on Facebook on your phone is much easier than trying to come up with a script and getting fancy with video.
- Frank has sold over $300,000 worth of products generated purely from organic traffic on social media since the beginning of December 2018.
- This led Frank to wonder how much content should you make and often should you post?
- Frank uses Agorapulse to analyze his competitors and see what’s working most effectively for them. It allows you to see how many times they are posting per day and what kind of engagement they’re getting.
- Frank uses a strategy called Intent Based Branding that has brought him those results in just the past 40 days. The first principle is to post organically, the second is to realize and leverage the fact that every post can be an asset that continues to bring you money, and the third is advertising.
- Always make offers in your content.
- Grant Cardone averages 7.7 posts per day on Facebook, Frank averages 4.6 posts per day, and Gary Vaynerchuk averages 2.8 posts per day. What this implies is that more is better.
- Socialinsider.io is an Instagram analyzer. In terms of Instagram Grant and Gary are beating Frank hands down, especially with engagement.
- One of the big takeaways is if someone has got what you want to get, in terms of fame, money, or contribution, you may want to model their behavior.
- The second takeaway is engagement. Frank is beating both Grant and Gary in engagement per follower. The biggest lesson is that you don’t have to be fancy in order to create compelling content.
- For 90% of Frank’s videos he just uses his phone unless he wants to share his screen, in that case he just uses his laptop. No studio necessary.
- Even if you basically say the same two things over and over again, you are still going to be okay. The average user is not going to see your posts all the time.
- If you post 7 times a day, which is roughly every three hours, it’s not like the same people are going to see it every single time. You can literally post the exact same thing without it being too much.
- The big lessons are to post a lot and avoid being fancy. The more relatable you are, the more you will connect with the people watching.
- Start with free organic content that gives value, builds good will, and makes an offer. Every piece of content becomes an asset for your business. After a month or so of creating free content you take your best performing content and turn it into an ad.
What wisdom can we learn from an old Christmas carol? When it comes to the key to success in business, it turns out we can learn a lot! Learn why “good will towards men” may be secret to successful marketing and how you can make offers to your audience all the time while still adding value.
- If you flip the Christmas carol verse “peace on Earth and good will towards men” around, you may have the real key to success and happiness in life.
- When you take good will towards to men and add “success in business” you have something that is demonstrably true.
- Frank has been going live nearly everyday since December 1st, but he’s probably doing around 10% of what a real social media focused person would do.
- The posts are always trying to add value to the audience and build good will while subtly, and not so subtly, promoting Frank’s new book.
- He never really thought it would amount to much but it has resulted in over $35,000 in sales of the book. That’s just from putting out good content and making offers.
- Statement #1: Our income is directly proportional to the amount of good will you have in the marketplace.
- Statement #2: Our income is directly proportional to the amount of offers that we make.
- The question then becomes, “how do we make offers without messing up the good will we’re generating?”
- If you deploy the Intent Based Branding Strategy, you can accomplish three things: you can make offers all the time, you can simultaneously increase the good will in your marketplace, and you can grow the size of your audience and the power of your brand.
It used to be all about your email list. Now, email is becoming less and less effective every day with less people opening and clicking. So what’s an internet marketer to do? Find out how Frank is selling his new book Convert 2.0 using an alternate strategy that is even more powerful than email AND how he’s doing it without paying for ads!
- The death of your email list may actually be a good thing for your business.
- If you have been using email to market your business, you will have noticed that your open and click through rates have been declining consistently. Email has been gradually becoming less effective.
- Most people check their email on a mobile device, which means they probably won’t see your message.
- Gmail is actually now recommending users to unsubscribe from commercial email lists if they haven’t opened anything in a while.
- GDPR is making it very difficult to email people in Europe as well, so much so that Frank has removed everyone from Europe off his email list, and there is a good chance of something similar coming to the United States.
- Audiences are the new email list. Audiences are the people you can reach on other platforms like YouTube, Facebook, Instagram, and podcasts.
- Audiences are not the same as followers or fans. Your audience consists of people who have seen your content that you can retarget.
- Intent Based Branding is the strategy you can use to leverage these new audiences. The way it basically works is you create content for those platforms. Then, as people engage with your content, you boost the best performing stuff.
- Everytime Frank posts on a social media platform, he makes an offer that is surrounded by content.
- Frank’s reach across his social channels added up to over 15,000 people and the best part is that each piece of content that goes up stays online forever to constantly add value.
- A lot of the time, once someone watches one piece of your content, they will binge watch your other content. Everytime you create a video it becomes an asset.
- The important part of the strategy is to retarget the people that consume the content with more content and more offers.
- Your audiences on social media will likely be significantly bigger than your email list.
- When you create content everyday, you are creating goodwill in your marketplace. You are demonstrating you can help people by actually helping people. You are also adding value to the marketplace at the same time.
- Your business’s revenue is directly related to the amount of goodwill, value, and offers you have provided to the marketplace.
- People don’t get mad at you for making the same offer every single day if you wrap valuable content around it.
- Imperfect action is superior to doing nothing. You don’t need to look perfect or be perfect to start doing something.
- Just help people in your content and make offers.
- Consistency creates more reach and momentum.
- Don’t overthink it, just start going live and creating content and you will naturally get better at it.
- Email is going down, audiences are going up, and audiences work better anyway.
Nearly everyone goes about social media completely wrong, find out how to use social media the right way to grow your business and generate revenue that’s even more effective than email marketing. Learn about the completely organic strategy that Frank has been using to sell his new book, Convert 2.0, and why you need to think of your social media videos as assets instead of just one and done posts.
- The more value you provide to the marketplace, the more goodwill you establish and the more offers you make, the more revenue you generate.
- The good news about live video and social media posts is that they live on forever and continue getting viewed by your audience.
- Frank began promoting his latest class via live video social media posts and in only a couple of days, generated so much interest that he had to host a Zoom call instead of having his assistant book everything.
- Whenever you go live or create a social media post in this way, you are creating an asset that keeps performing.
- Frank takes the content he is creating on Facebook and splinters it out for other platforms like YouTube and podcasts.
- Anyone who goes to frankkernbook.com had to have come from one of Frank’s organic social posts. He did it this way to measure the effectiveness of the Intent Based Branding strategy. At the time of this episode, this particular book funnel had generated over $37,000 in revenue from just social and organic traffic.
- Frank started promoting his class on Dec 19th, and interestingly, the additional offer didn’t impact the sales of the book.
- Each piece of content is building momentum and the offer is able to live on in the future.
- Creating content is not something you do just for today. It’s momentum into the future.
- This is just the beginning of a strategy called Intent Based Branding, which the future of selling things online.
- It’s not about trying to build a big email list anymore, it’s about building a big audience and keeping them engaged.
- It’s not about the number of people who see you when you’re live, it’s about the people who see it later.
- If you make an offer that’s compelling and provides value to your audience, your brand will grow.
- The next step is to take the content that is resonating with the audience and turn it into a paid ad.
- If you want to take 2019 to the next level, Intent Based Branding is the way to go.
If you’re relying on email to build your business going into 2019, you’re in for a rude awakening. Despite what some marketing gurus want you to believe, email is dying. Learn about the new strategy that Frank has been using to generate over $50,000 in revenue in the past month WITHOUT using ads or relying on his email list.
- When you create content today, it lives on forever.
- Content on social media like podcasts, Facebook, YouTube, and Instagram will keep benefitting you over time, even if you don’t post everyday.
- Email is dying, the response rates on email is going down and you won’t be able to depend on it as a primary means of communication for marketing purposes.
- Frank is using a strategy called Intent Based Branding to sell his book on social media and he’s sold over $50,000 worth since the beginning of December.
- Between Dec 1 and Dec 26 Frank has sent out 28 emails to his list of approximately 80,000 people. Nearly every email he has sent was to drive people to the content he was posting on social media. The total amount of visitors generated from those emails was 10,651.
- Every podcast episode Frank has online promotes www.frankkernbook.com and all the social media posts during that period also promote the same link. No paid ads are driving people to that website. Social posts drove over 12,000 visitors to that website.
- This indicates that the response rate on the emails is pretty weak and that giving away free content on social media is more effective.
- All the traffic from social media is buyer-intent traffic. Each post is explicitly asking the audience to buy the book.
- Email isn’t going away, but if you’re depending on email to grow your business you’re in trouble.
- Intent Based Branding is how you can generate traffic, provide value, and build a brand and goodwill at the same time.
- A promotion, an offer, or a piece of content should be able to pay you in the future and not just today.
- Frank has stopped promoting the book, but people are still consuming the older videos and making purchases.
- If you want to profit off the content you create in the future, it needs to have two things: you have to provide value, which means building goodwill while simultaneously making an offer, and it needs to be consistent.
- When you do Intent Based Branding you build your brand, you build goodwill, and you build your revenue because you are always making offers. If you do it this way, when someone sees your offer they already like you and are way more likely to buy from you.
Discover the truth behind reaching more people with your content and selling more products. Here’s a hint: It’s not about how many followers or fans you have or how big your email list is. Learn the simple strategy Frank has been using to drive traffic and grow his audience without having to pay for ads.
- One of the things that people get hung up on is one particular pillar of Frank’s Intent Based Marketing strategy.
- You have to consistently make posts on social media every single day where you deliver value in whatever way you can while also making offers at the same time.
- The part people have trouble with is they think it works for Frank because he has such a large social media following. What they don’t realize is that there is no such thing as a big social media following because of organic reach.
- While it’s better to have many fans than none, it doesn’t really matter as much as engagement.
- Organic reach is basically dead.
- The name of the game is called engagement. It’s not about how many followers you have. It’s about how much engagement you drive.
- The Facebook algorithm rewards you for creating content that keeps people on the platform.
- The reality is it doesn’t matter if no one is watching you today. There will always be more people watching later on.
- If you do live video every day, you will see results. The worst that can happen is that you refine your message even if no one watches you live.
- Engagement and consistency - those are the magic combination.
- You have to get out of your own way and just give it a try. It’s free and you have nothing to lose.
- As a direct result of doing the live videos on Facebook, Frank has sold over $15,000 worth of products in one day from one presentation.
- If you see a bunch of people doing something and it’s obviously working for them, don’t listen to the voice that says it’s not going to work for you. Frank’s biggest regret is that he didn’t start doing it sooner.
- Building an audience that watches your stuff and that you can remarket to is the biggest opportunity online right now.
- If you do the exact same things you did in 2018, do you think you’ll do better in 2019? Probably not because marketing is always progressing.
- The videos you make today will live forever. People will watch them for years to come.
Frank pulls back the curtain on operation BEAST MODE and reveals how he’s been using live video and organic content to sell his new book, Convert 2.0: How to Create Internet Campaigns That Sell. Learn why the number of followers you have doesn’t matter and what you should focus on instead and why the Intent Based Branding strategy is the most effective method of selling more of your products online.
- There are more ways you can make offers beyond just email, many of which are even more effective.
- Email is becoming less effective, but that’s being balanced out by other channels that are becoming more effective. Channels like podcasting, YouTube, Facebook, and Instagram.
- Frank began promoting his book on those channels in a way that could be tracked as an experiment.
- Besides generating a fair amount of revenue, the really interesting thing about this kind of promotion is the synergistic effect it has with the other forms of marketing you are doing.
- The first step Frank does is sit down and come up with a few different ideas that he can talk about. Then he goes live to Facebook and YouTube.
- There may be a better way to do something, but that shouldn’t stop you from doing something now.
- We tend to discount the number of views a video gets, but if you think about speaking to a couple hundred people in person, it puts those views in perspective.
- All of your videos are assets that can be leveraged over time.
- Once the video is downloaded, the next step is to take the audio from the video and create a podcast.
- Frank’s podcast manager went back into his library of podcasts and added in a small commercial that Frank recorded on his smart phone. This made all of his past episodes an additional channel that drives traffic to his book.
- Instagram fits into the whole plan by using stories that point back to the YouTube channel.
- Frank is no Instagram expert, but it has been effective for driving traffic to his book funnel. None of which is paid traffic, it’s all organic.
- Frank is supplementing his video content with organic and occasionally unrelated posts on both Facebook and Instagram.
- Even if you have a small following, start going live and putting out content. Followers don’t mean anything, even Frank started with no followers in the beginning.
- The trick is to go back and look for content that has been well received, and take it and run it as an ad. Then retarget the people who watch a certain amount of the video with other ads.
- Frank’s entire strategy is around Intent Based Branding. He takes content to strangers and then retargets them with more content and eventually offers.
- The offers can be in the form of videos or other content, the form doesn’t matter. The point is to create an audience you can put offers in front of.
- If people don’t watch certain videos, Frank will continue to create new videos on different topics and keep showing them to that audience.
- Frank discovered this process when his ads stopped working back in July. People started copying Frank’s ads which reduced their effectiveness so he had to come up with a way to advertise that couldn’t be copied.
- He started going live with video and that generated a ton of interest in Frank’s private client group.
- The answer to the question of “how many videos should I make?” is: as many as you can.
- The audience is the new email list.
- It doesn’t matter how many followers you have because your audience is who can show content to.
- This strategy done badly is still better than not doing anything at all.
Frank reveals the simple secret to true marketing success... and it’s probably not what you expect. Learn how to think about your ad spend the right way, even if you’ve never really spent money on ads before, by discovering the most important number in marketing.
- Sometimes ads are not the answer to creating new customers. Sometimes, it makes more sense to set up a process that gets additional work from your existing customer base.
- Frank relates the tale of a client who runs a traditional business that had stabilized and was now on the mission of acquiring new customers.
- Because Frank’s client was a local business, he recommended they test out the ‘click-to-call’ ad type. They started out with a small budget that worked out well, so the natural next step was to run the ads again.
- When people aren’t used to advertising, it freaks them out.
- Using a report that breaks down everything about your ad spend and associated ROI allows you to make better decisions about your marketing. Even with the report, it can be easy to think about ad spend the wrong way.
- The single biggest secret in marketing is math.
- The sole function of business is to multiply capital.
- You have to be able to focus on the return you generated from your ad spend than the money you spent. Follow the math.
- If you had a machine that every time you put a $1 in you got $1.90 back, how much money would you put in? The answer is as many dollars as humanly possible.
- Look at how much it costs you to do something, if it’s profitable keep on doing it.
Frank reveals how some of the most powerful and profitable marketing strategies are hidden right in front of you in plain sight. Listen to Frank as he explains the power of the two magic words that turn one offer into multiple offers and why being perceptive to your audience could be the missing piece of the puzzle for your business.
- The answers to nearly every marketing question are always hidden in plain sight.
- The first thing Frank asks new clients is ‘what is our objective?’ The second is ‘what assets do we have to work with?’
- Inevitably, each client says that something they did worked really well amongst a pile of other things that worked a bit or not at all.
- The question is always ‘why don’t you do the thing that worked really well again?’
- Most people only communicate with their list sporadically. Frank’s advice to those people is to do something outside of their comfort zone, typically to email their list three times in one week. The 9 word email can be extremely effective here.
- Don’t focus on what didn’t get done, you want to focus on what got done.
- The main objections most people have to emailing their list more often are: the list will get mad at them for emailing them so often, and they don’t know how to make the same offer over and over again without being boring and redundant.
- The average person gets 140 emails a day. They are probably not seeing your email at all.
- There are two magic words to the problem of being boring: “Reason Why”.
- Use the reasons why someone would benefit from taking you up on your offer. What are some clearly obvious reasons to talk to you?
- Explore a variety of subtopics related to your main topic that each go into your potential offer from a different approach.
- When going into a new market, you should build a warchest because it may take a while to generate a positive ROI.
- Use a number of different angles to explore your possible offer. Being perceptive and having fluidity with your marketing can be very profitable.
- Once you have an asset that’s effective at selling your offer, you should constantly be making content that is driving traffic to that asset.
If you’re trying to come up with a great offer to pitch to your audience, you’re going to want to listen to this whole podcast. Frank Kern breaks down the classic copywriting formulas and shows you why simpler is sometimes better. Stop staring at that blank page, use these time tested copywriting formulas to jump start your offer instead.
- “Motion beats meditation.” -Gary Halbert
- An offer made badly is better than no offer at all.
- Our income is in direct proportion to the number of offers we make. It’s also in direct proportion to the amount of goodwill we have.
- One of the most unpleasant things in marketing is staring at the blank page.
- There is a particular formula that has been working very well lately for Frank and his clients.
- “Sometimes the easiest way to sell a horse is to run an ad that says ‘horse for sale’.” -Jay Abraham
- A lot of internet marketing strategies may work well but they can be very hard to implement. Sometimes easier is better.
- Dog whistle copy is copy that is only relevant to people who want to buy your type of stuff. The dog whistle copy formulas are the easiest way to write copy without getting stuck.
- This formula works so well there is a series of photography books that use it in their titles.
- “Read this or watch this if you want big results” is a very effective formula.
- If you’re having trouble with your offer, it’s probably because you are having trouble getting started. This is where these formulas really come in handy.
- There are powerful phrases that you can use to keep your audience reading and watching including ‘because’ and ‘here’s why’.
- None of this is new, it’s been around for at least a hundred years. We get pretty caught up trying to get fancy on the internet, but if you do the basic stuff that has always worked and apply that to the internet, it works pretty well.
Learn the simple two-step process that you can use to make more money in 2019 while avoiding the biggest mistake that entrepreneurs make all the time. Stop focusing on your strikeouts, and instead, start multiplying your homeruns this holiday season and make 2019 your best year yet.
- The question that comes to mind near the end of the year is “what do I do next?”
- You’ve probably had some months this year that went really well and some that went not so well. As entrepreneurs, we always like to come up with new things to do and tend to forget about the stuff that’s already working.
- We also almost never forget about the stuff that didn’t work.
- You could make $10,000 today and that would be great, but if you lost $10,000 you would probably think about it for weeks.
- If you want to make 2019 significantly better than this year, the first step is to make a list of every month’s individual revenue in 2018, then look at your two best months and make note of them.
- Go into your shopping cart solution and look for the biggest revenue driver for those months.
- This will tell you the things that made you the most money in the past 12 months, at the very least then you’ll know what you should be selling.
- Next look at your CRM and look at the emails that you sent to sell those things, save those emails and set them aside. Finally look at the ads you used to sell those things.
- The thing to do next is to just do that stuff again. Run those same campaigns and ads again. Start with your best selling product first, then do your second best product and so on.
- Don’t wait weeks to send out your next campaign, take a day off and then start up the next campaign.
- This time of year is the best time to sell things because so many of us have been programmed to buy during the holidays. Don’t waste it.
Discover the true definition of “beast mode” and why you don’t need email to sell things online. Find out how Frank is experimenting by selling his new book, Convert 2.0, using only channels other than email and how he is generating an incredible ROI while doing it. Get a behind-the-scenes look as Frank opens up his ad accounts and shopping cart so you can see exactly what’s working and why.
- Beast mode is to always be taking forward action towards meeting your objective.
- You have to always be promoting your stuff if the sale of your stuff is your primary objective.
- It’s easy for the brain to look at a situation and think “that didn’t work!” but you have to look at things from a realistic perspective.
- Not everyone reads their email. If you sent out a series of three emails to your list and they didn’t take any action, maybe they just didn’t see your message.
- We’re all so dependent on email that we overlook all the opportunities we have to go into beast mode and what else we have available to us.
- You need to take advantage of every single opportunity you’ve got, every single day, all the time.
- Email is a primary communication channel. That means that while still effective, email is gradually not working as well as it has in the past.
- Anyone who has had a list for the last few years has seen their open and click through rates decline year by year.
- The good news is we’ve been gifted with a number of other channels including Facebook, podcasting, Instagram, YouTube, and more.
- The only way for someone to learn about frankkernbook.com is through one of those alternative channels.
- Frank opens the kimono and reveals three separate funnels revealing his results selling his new book on his podcast, his Instagram profile, and his Facebook account.
- Frank admits he was wrong about posting on social media, but with a caveat. You don’t want to just rely on organic traffic to make your efforts exponentially better you have to layer it with advertising.
- You shouldn’t depend on email but you should use it synergistically with advertising.
- Frank has been getting a fantastic ROI on his social media posts because he has been pushing content to the market consistently.
- There is a considerable difference between advertising to people who have already consumed some of Frank’s content and the campaigns targeting a cold audience.
- Always be taking action to advance the position.
- If the objective you are trying to meet is selling more stuff, promote everywhere you can. Promote on social media, create videos for YouTube, take the audio and start a podcast.
- Grow your following, grow your list, always be adding value, then always be making offers.
When it comes to selling online, it can feel like you have a million things to do and no time to get them all done. Frank reveals a simple exercise that will help you get clear on what you need to do to cure your feeling of overwhelm and understand exactly what you need to work on next.
- Have you ever felt like it’s totally overwhelming to sell things online?
- You feel like you have to do everything all at once and instead you end up doing nothing.
- Take a piece of paper and divide it into four quadrants.
- There are really only two things we do online, we build a list and then we sell them stuff. Within those two things there are only four major activities.
- In the building a list world, we get traffic and then we get them to opt-in. In the sales world, we have email and then the sales system.
- Everything that you’re going to do in your entire universe of selling things online is going to fall into one of these four categories.
- When it comes to traffic, we have the audience, the image, and the copy.
- In many ways, the image is the most important traffic element when it comes to Facebook.
- The three most important things for opting-in are the title, layout, and copy.
- If you’re wondering what to title your opt-in, take a page from trashy magazines and use their title framework.
- For the layout, simple is best. A big headline, small sentence, and opt-in form is the best converting opt-in layout.
- Don’t overcomplicate your opt-in forms; there are a number of software apps you can use to build simple but powerful opt-in pages.
- We are tempted to say all kinds of stuff on the opt-in page, but less copy is typically better.
- For email, there are only three things to think about: campaign type, the subject, and the copy.
- You want people to go open your emails, click the links in your emails, and ultimately go to your sales letter and buy your stuff. If no one is opening your emails, that means we have to change the subject line.
- If people are opening your emails but not clicking through to your website, all you need to change is your body copy.
- Your sales system has three main components: the offer, the layout, and the copy.
- If everything else is working but you’re not getting sales, the first thing you have to consider is whether the thing that you are offering is what they actually want. You have to make sure the offer is right.
- Again, for layout the simpler the better. Don’t get fancy.
- The easiest sales pitch is “here’s what I got, here’s what it can do for you, and here’s what I want you to do next.”
- When it comes to feeling overwhelmed, remember there are really only four areas of focus that you need to pay attention to.
Hear the story of Uncle Slim and the $1000 saddle, then find out why you have the greatest opportunity in history to turn your skills in online marketing into real results for you and your customers. Learn the mistake most new marketers make when getting started and how to avoid it and what you should be doing instead.
- “If you put a $1000 saddle on a $5 horse, it ain’t going to make no difference.” -Uncle Slim
- If you have the ability to help successful businesses generate more revenue and customers, but you aren’t using your ability, you essentially have that $1000 saddle on a $5 horse.
- Chances are you know more about direct response and internet marketing than 99% of people in the world.
- If you have these skills, you have been presented with potentially the greatest opportunity in the modern era.
- Most of the people in the marketing world gravitate towards beginners.
- What powers every successful business will always be the market that business serves.
- The greatest market ever meets these three criteria: #1 they are great in number, #2 they are irrationally passionate, #3 they are easy to reach. There is one more piece that isn’t usually taught: they also have to be financially sound.
- The easiest way to be successful is to find out what people want and give it to them.
- Dealing with successful businesses is where the money is.
- If you’re just getting started online, you might think that everybody online has no money and everybody is trying to start a business. That’s what you’re paying attention to, so that’s what you see.
- Successful businesses are great in number, they are easy to reach because of social media, and they are certainly irrationally passionate about their business.
- If you have this ability you can have your pick of all the $1000 horses in the world. Don’t waste it on the $5 horse.
- Go where people really need you and you can have the most impact, which is helping the best get better.
There is more to success than just hard work, dedication, and believing in yourself. Learn about the two “magic powers” that separate the most successful people on Earth from everyone else, and how you can combine them to become unstoppable.
- The most common question Frank gets is “what separates a very successful person from a non-successful person?”
- Hard work, dedication, and belief in yourself are not the reason although they are important.
- The one thing that all Frank’s most successful clients have in common is they are willing to listen and actually follow the advice they get from their mentors.
- It may sound simple, but it’s surprisingly rare.
- Commitment to action is the most important character trait.
- Don’t overcomplicate the advice, try it first. If it doesn’t go as planned, then you ask a million questions.
- Every single private client that Frank works with is a long term thinker.
- A million bucks is a good start, but it should never be the end goal.
- They are perfectly fine with doing whatever it takes to make their target market happy today so that they will buy in the future.
- If you invest the time into deliberately providing value upfront and then asking for the sale afterward, life gets a lot better.
- The by-product of delivering value up front is a personal brand.
- Getting a big social media presence means going really heavy on delivering value to people so they like you and then making the offer when it’s appropriate.
- Listening to your mentor’s advice, saying “okay,” then doing what they say, and long term thinking, are your two most important super powers.
Don’t let your brain fool you - it will often makes things out to be bigger than they actually are. Learn how Frank saved one of his clients from creating a whole pile of new products based on a false assumption and instead helped her to see the one thing in her business that was already working well and double down.
- Never listen to your brain, always listen to your calculator.
- “Nobody,” “everybody,” “always,” and “never” are four very dangerous words our brains like to use to generalize.
- Frank has a private client that ran into some trouble. She made a high ticket offer to her list of clients and no one bought. After talking to one of the people on her list, she concluded that no one in her market has any money.
- After digging into this client’s main funnel, Frank found that it was actually working very well. The solution to this client’s problem is not to create more stuff, butto focus on boosting the effect of her already successful process.
- If she listened to her brain, she would have spent a considerable amount of time creating new products based on the false assumption that no one has any money.
- Don’t neglect the processes that are working well. Be careful about letting one failed test or launch skew your perspective on your business.
- It is really hard to find this kind of stuff if you are working in your business. You have to take some time away and just look at the numbers to see what is actually driving revenue.
- Analyze what is really going on in your business and where the money is coming from. It’s pretty simple - find out what is working really well and do more of that.
- Beware of your brain - it may make things bigger than they appear!
Contrary to what most internet marketers think, the internet is not the answer to every marketing question. Find out how a doctor used some old school direct response principles to generate $54,000 in revenue without spending one second on the internet.
- Internet marketers think everything has to be online but the internet has only really been around for the last 20 years.
- Most people who sell online use direct response principles which have been around for hundreds of years.
- Sometimes the internet is not the answer.
- Often what you should be doing is looking for the one thing that generates the biggest results for your business instead of trying to do more.
- Frank has a client who is a doctor and most of his clients come to him from Google. This doctor was concerned about what would happen to his lead flow if his site no longer ranked on Google.
- After digging into this doctor’s sales process, Frank realized that the internet wasn’t the answer to the doctor’s issue, at least in the short term.
- Frank recommended that the doctor create an advertorial and run it in the local newspaper. After only $9,000 in ad spend he generated $54,000 in revenue.
- If you’re only following the latest internet trends, you are potentially leaving hundreds of years of experience and wisdom outside of your scope of availability.
- There have been so many lessons learned before any internet marketers came along to do it. Take advantage of the wisdom of the past!
- It’s not always going to be the obvious choice. Sometimes you need someone with experience in the history of direct response principles to guide you in the right direction.
Discover the reason why email marketing is dying and what you should be doing instead to generate new customers for your business. Creating a new funnel is not always the answer to scaling up your business. Sometimes, what you need to do is just put more gas in the tank. Finally, learn about the tidal shift that is happening in the marketing world and what you can do to surf the wave.
- Automation isn’t always the answer to growing your business. If you’re funnel already works really well, don’t try to fix it.
- If you have a sales process that works, all you need to do is get more people into the process.
- A sales process is like an engine. When trying to improve things, you can either rebuild the whole engine or just pour more gas in the tank.
- People are choosing to communicate in different ways, and we know that email is losing its effectiveness. Opens and engagement are going down.
- A lot of marketers don’t email anymore, they communicate with their list either through Facebook messenger or Instagram messenger.
- We can’t change the fact that there is a shift in user preference that is coming in like a tidal wave.
- We’ve got two choices: you can try to change the wave and harness the ocean to make the tidal wave move, or you can just surf it.
- Email is dying. Communicating with your prospects in the new ways is cheaper and more efficient in many cases.
- In the B2B space, you’re going to spend anywhere from $5 to $9 just to get someone’s name and email address.
- In order to sell anything, you have to demonstrate that you can help them by actually helping them.
- Frank’s company is switching gears and has stopped sending paid traffic to opt-in pages and instead is sending out high-value content to completely cold audiences.
- When you’re in business, it doesn’t matter what you sell. You’re in the business of multiplying capital.
- Once you show great content, retarget the person with your offer. The content has established the bond that makes your offer possible.
- The phone is the new television that everyone is carrying in their pocket. Think of yourself as the broadcasting network and put free, useful content in front of people, and then retarget those who watch with offers.
- The answer to how to scale may not be a new funnel, it may just be getting more people in the front door. Intent-based branding is the key.
You have to get out of your business to grow it, and this is the greatest time of year for business owners to grow! Find out why many businesses will generate 60% to 80% of their yearly revenue and how you can get in on the opportunity. Learn what offers to run to your market and how to weave them into the upcoming holiday season.
- If you want to double your business, all you have to do is run more offers to your existing customers.
- If you want to grow your business, you have to get outside of your business and look at it with a different perspective. Working in the business day-to-day makes it really easy to overlook opportunities that other people could see that are obvious.
- You can use offers more than once. If an offer you made in the past worked well, you should probably run it again.
- Your income as a business owner is, in many ways, proportional to the number of offers you make to your market.
- If you accept that as true, then this year is the best time of year for your business.
- This is the time of year that consumers are trained to buy stuff, and many businesses will generate 60% to 80% of their yearly revenue.
- There are about 16 different times you can make offers around, in the last three months of the year. These include Halloween, Thanksgiving, Black Friday, and Cyber Monday.
- There are a number of angles you can use to structure offers around the holidays.
- The 12 days of “X” are a great place to start and can be presented in a variety of ways tailored specifically for your business and market.
- You can offer bonuses, discounts, specials, nearly an infinite variety of offers to your market.
- New Years is a goldmine for offer opportunities. Help your customer end their year with a bang and make the last quarter their best.
- Host a goal setting campaign and then make an offer that helps your clients meet those goals.
- You are in offer season so start making some offers.
Tis the season to finish 2018 strong so what are you doing to take advantage of it? Discover why the next couple of months could be the best time of the year for generating revenue in your business. Learn the secret cardinal rule to long term success in business and how to leverage the upcoming holiday season to get what all entrepreneurs need: simplified growth.
- We are right in the middle of offer season. This is the time of year, more than any other time of year, especially within American culture, that we are essentially conditioned to buy things.
- Being in buying season means we are also in selling season.
- There are multiple reasons to make offers to people on your list between now and the end of the year.
- The cardinal rule of long term success in business is always make offers.
- Your financial success will be directly proportional to the amount of offers you make to your market.
- There is a trick, you can’t just bludgeon the marketplace with offers all the time or they will just start ignoring you.
- The second cardinal rule is to always add value and create goodwill.
- The flow is essentially you establish goodwill with someone, then they see your offer, and then they respond to that offer. Your income is also in direct proportion to the goodwill you have in your market.
- The way to answer the question of what to offer is to look back at all the offers you have ever made and find one that meets these criteria: it has to have a high profit margin, it brings you a great deal of energy, there is a low amount of friction in the sales process, and it’s sustainable.
- Look at every promotion you’ve ever done and find the ones that worked the best. You’re looking for one that worked well, and was easy for your prospect to engage in it while also maintaining the goodwill you put into it. That doesn’t necessarily mean it converted well by the way.
- Take your best process and use to it to sell your best payday, then you have simplified growth.
- Simplified growth means taking a business that is doing well and making it better while simultaneously removing the complexity, overhead, and frustration.
- Reasons for making an offer that are coming up: taking a break from the madness of Thanksgiving, Thanksgiving itself, Black Friday, Cyber Monday, and recovering from Thanksgiving.
- If you liked the idea of simplified growth and using your best sales process to sell your best payday, checking out the coaching opportunity may be right for you.
What if you could fix any marketing problems?
Listen in as Frank gives tips to improve your marketing strategy, without a crystal ball.
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Time pressure and emotional decision-making can cost businesses money. Learn what you can do to turn it around in a completely overlooked way to avoid being overwhelmed and stressed, which often leads to losing money. Get in on one simple secret that will allow you to go from reactive to proactive.
- Frank’s main job with his clients is to be a rainmaker for them, essentially to find the most efficient way to increase revenue. A lot of times that means stopping the ineffective activities and refocusing on the stuff that does produce revenue.
- It’s really hard to see the stuff that is working when you are neck deep in the woods of your business.
- There is one thing in particular that a lot of people do that causes most of their overwhelm, stress, and loss of money.
- The story of Chris and how he created his own problems by growing his sales team.
- The story of Jeff and his attempt to fix a single underperformer market for his business.
- Being in the state of reaction is the one overlooked thing that causes most stress and feelings of overwhelm. Being in that state causes you to sprint to decisions made under pressure, which are in many cases not the right decisions.
- Frank reverse-engineered Chris’s situation to figure out what he really needed to do to achieve his revenue goals.
- For Jeff, they took a step back and doubled down on the markets that were producing, instead of putting all their resources on the market that wasn’t producing.
- Sometimes markets are not fixable, and that’s ok. You just don’t spend any more energy or time on them and focus on what is working.
- Situations are going to come up that are going to cause you to want to react. They will often be disguised as logic but in reality you will be reacting emotionally.
- The answer to most problems in business is math. Do the calculations before you make rash decisions. The math will set you free and guide you.
- Put your emotions away and map out the numbers behind whatever the situation is. If you do that, you will be ok.
Are you stuck trying to increase your revenue stream?
Listen in as Frank gives the inside scoop on the simplest and fastest way to increase revenue.
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Why don't you focus on the clients who get you the money faster?
Listen in as Frank gives some of his insight into which clients you should focus on.
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You need a two step formula to increase your revenue.
Listen in as Frank gives some of his best tips and lets you in on his secret two step formula.
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What is the Most Important Question??
Listen in as Frank tells us the most important question in marketing.
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What is Zero Resistance Marketing?
Listen in as Frank gives his insight into how to fix problems related to friction in your marketing program.
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What would you do if you got a spot on the Superbowl ad list?
Listen in as Frank gives his insight into marketing strategies, and the reality behind how effective that kind of marketing may be.
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What do gardens and your market have in common?
Listen in as Frank gives his insight into marketing strategies, and how to make sure your ads get to the right people.
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How do you make your ads work better?
Listen in as Frank gives his insight into marketing strategies, and how to make sure your ads get to the right people.
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When is the right time to market?
Listen in as Frank gives his insight into marketing strategies, when is the best time for new marketing campaigns, and who you should market to.
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Is your company struggling with marketing strategies?
Listen in as Frank gives his insight into marketing strategies, and gives some of his best insights into fix marketing problems.
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What should you look for in a marketing agency?
Frank gives some of his best tips and insights into finding out what the best marketing agencies will help you do.
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When are people ready to buy, or are they just playing with you?
Frank gives some of his best tips and insights into understanding people and when they are ready to work with you.
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What makes a successful social media campaign?
In this interview, Frank gives some of his best tips and insights into social media campaigns and how to make them successful.
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What makes a successful client?
In this interview, Frank gives some of his tips and insights into what his clients have in common.
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How will the European GDPR Law affect us in the United States?
Frank gives his insight into the affects of this law and how we need to act because of it.
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Everyone has made mistakes in their pasts, but did it ever lose you a client?
Frank gives some insight into mistakes he has made in the past, and how we can learn from them.
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Everyone worries about money, and it can affect your business.
Frank gives some of his best tips regarding money worries, and how to improve your business.
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How do you make a profit by slowing down?
Frank explains how you can improve your bottom line by taking time and slowing down in your business.
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What do Frank's grandmother and marketing have in common??
Frank explains how his grandmother's lesson made sure that he would become a better marketer.
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Branding works right?
Frank gives his best tips on how to get the best out of branding, and explains how he can help you.
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What opportunity do we need to take advantage of in marketing?
In this episode Frank explains the advantages we have now compared to marketing opportunities many years ago, and what we need to do to use it productively.
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What is the most valuable skill in marketing?
In this episode Frank gives some of his best tips, and answers some popular questions in marketing and more.
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Do you have what you need in your office space?
In this episode, Frank introduces you to more of his team, and explains what office space you actually need for a successful business.
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What does marketing actually do?
In this episode Frank explains how important marketing is, and what we can do to harness that influence.
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How do you successfully monetize social media?
In this episode Frank gives some of his best advice on monetizing social media successfully, and legally.
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Has the market stopped buying your product? How do you make it actually like you and buy product from you? In this episode Frank answers these questions and gives some eye opening tips into mass marketing appeal.
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Do you have a successful brand? Do you know how to improve? In this episode, Frank gives some of best tips for building your brand to be the best it can be.
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Do you have trouble writing enticing and inviting ad copy? In this special Instagram video, Frank gives some of his best tips and tricks on how to "Write Good," and how to write some of the best copy in 4 simple steps.
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Get an inside scoop into the process of how Frank works with his clients and tips on how to write a better and more responsive sales letter.
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Is there a secret to everything?
Do you go all in with your work? In this episode, Frank gives some of his best tips and tricks on going all out and getting the most out of your work.
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Did you know Frank doesn't like public speaking? In fact, he HATES it! How does he have any clients if he doesn't enjoy public speaking?
In this episode, Frank gives some of his best tips on his process that makes selling so much easier - even if you hate public speaking
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Ever wonder why Frank has done the past couple episodes just after a hard workout? Should we care why? In this episode, Frank dives deep into the mind of perfectionists and procrastinators, and gives us pointers on why we should care about the difference.
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What would it be worth to you for Frank to answer YOUR question? In this episode, Frank goes for a drive and answers questions from his audience. Topics covered include being a rainmaker, software for group coaching, and much much more.
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Want to make an impact on your clients?
Do you know what truly matters?
In this audio from a recent Frank Kern Facebook Video, Frank asks the question "who are you?" Do you have an answer?
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If there were no limitations or consequences, what would your perfect average day look like?
From The Archives - Core Influence: How To Command People To Do Almost Anything (But In A Cool Way)
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Want to be a great copywriter?
Do you find yourself looking for the "hacks?"
In this audio from a recent Frank Kern Facebook Video, Frank shares the secret to accomplishing the task in front of you.
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Would you like to be able to know the EXACT moment when your marketplace will be most likely to buy from you?
How about a box full of indicators able to predict when your marketplace is going to want to buy from you?
What would that be worth?
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FTC UPDATE PART 2:
As you know, I've made it a personal mission to help educate the online marketing community about the critical importance of OBEYING THE LAW.
In this episode, I interview Lee Peeler, former FTC staff member about eight incredibly dangerous beliefs that marketers have.
Lee Peeler had a 33-year career at the Federal Trade Commission (FTC), where he served as Associate Director of the Division of Advertising Practices (1985-2001) and Deputy Director, Bureau of Consumer Protection (2001-2006.)
He is currently the Vice President of the Council of Better Business Bureaus and the president of the ERSP.
The money is NOT in the list, the money is in the MATH. It doesn't matter what business we're in we're really in the math business.
I say this all the time, and I don't think it goes over well, because it's not sexy.
Let's bring the sexy back to math.
FrankKern.com/Class - Do the math - claim your next million - faster.
I haven't talked about this much publicly yet so I'll take the time to do it now.
Link to the video version of this presentation - https://bit.ly/2KXg6X6
Earlier this year, I took a volunteer position on the board of the ERA/ERSP, which is a non-profit organization that works in cooperation with regulatory bodies like the FTC, BBB, and state AGs to help make the direct response industry more compliant.
The job I've volunteered for (in addition to "normal" board member duties) is to help educate the online direct response marketing world on the single biggest threat to our existence:
COMPLIANCE.
As many of you know, I was sued by the FTC in May of 2003.
It was my fault because I was violating all kinds of regulations that I didn't know existed.
Despite my telling that story as much as possible - and doing my best to let my fellow marketers know about the regulations out there, the majority of online businesses I see are NOT compliant with the law.
I believe the reason for this is because people aren't aware of what the laws are.
Here's the deal: WHAT YOU DON'T KNOW CAN HURT YOU.
Yesterday, I attended a summit where I was able to hear important issues directly from members of the FTC, state AG offices, and national BBB offices ...as well as from some of the leading compliance attorneys in the country.
Here's a video summary of some of what was discussed - and some things you need to be aware of.
NOTICE: This is NOT legal advice. Seek counsel.
Here are some links you might find useful:
FTC Guidelines: https://www.ftc.gov/tips-advice/business-center/guidance/advertising-marketing-internet-rules-road
ERA/ERSP: http://www.retailing.org (Everyone reading should join this.)
Venbable LLP's Advertising Toolkit: https://www.venable.com/files/upload/Advertising_Tool_Kit.pdf
BBB: http://www.BBB.org
I was able to record some interviews with Former FTC Deputy Director Lee Peeler, the VP of PR for the BBB, and with Peter Marinello of the ERSP.
I'll release those as soon as they're edited.
Meanwhile, I hope you find this helpful! I wish someone would have shown me a video like this back in 2003.
Also - if you have questions about these issues, I really can't help. I'm just giving you a summary of what I took away from the meeting.
I strongly suggest you retain a firm like Venable, join the ERA, and get accredited by the BBB as some good first steps towards compliance.
A discussion of "Funnels, Feds, and the Future" with Hawk Mikado of Funnel Magazine.
Frank explains among other things, why this year is his most profitable year yet.
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A process you can use to make big decisions in your business and life - designed by Frank Kern. Grab the worksheet/workbook here - http://FrankKern.com/6
In past episodes, we’ve come up with a number of processes for selling and for finding your clients, but making decisions are just as important as those things and requires the same consideration. Frank wants to help you figure out how to do less in your business while making more and having fun.
Key Lessons Learned:
Making Big Decisions
- “It is in your moments of decision that your destiny is shaped.” -Tony Robbins
- The first thing to think about is not the thing you are making the decision on. The first step is to clarify your big picture goal. Be very specific on what the goal looks like and the details of your vision.
- Write down the purpose of your business. What are you trying to achieve with your work?
- At this point, we start to consider the thing we are actually making the decision on. Write down the details and options you are thinking about.
- The fourth step is to ask the question “Will this thing move me towards my big picture goal?” In the case of a ‘no’, the answer is obviously to choose not to do that thing. If the answer is a ‘yes’, we have some more work to do.
- List four things that will indicate your decision has been a successful one. Put down the goals you want to achieve by making this decision. Success criteria are crucial to know if you’ve made the right choice and are on the right path.
- Making your sales process helpful to everyone who goes through it, whether or not they buy, will generate tremendous goodwill. If your ads and your sales process actually help people, your long-term success in business will be much greater.
- These five steps will give you a filter for achieving clarity on your decisions. The next step is to write down when you want your success criteria to be met. You have to set a deadline for success.
- What are the short-term benefits of your decision? What are the long-term benefits of your decision? Do the benefits match up with your goals?
- Once you’ve got those details established, it’s time to look at what could go wrong. You should write down what costs you are willing to accept that are associated with your decision. Write down the things that could wrong that would take you further away from your goal. Let your mind go nuts and write down all negative possibilities and things you’re afraid of happening.
- At this point, you have to compare the benefits to the likelihood of the risks of your decision. Essentially, what you are trying to find out is “is it worth the risk of all those things going wrong to achieve the long-term benefits.”
- If your answer is no, you have just saved a lot of time and money! If the answer is yes, you need to identify the three next steps to make your decision a reality.
- Any major decisions in your future should be run through this process to make sure you are making the right choice for your business and your clients.
- Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!
Links to Resources Mentioned:
FrankKern.com/6 for your decision-making worksheet worksheet
FrankKern.com/Class - claim your next million - faster
Dean Jackson joins Frank Kern for a conversation about the important difference of the how and the who, why it's 100% about doing less, the "Self Milking Cow," embracing your bovinity, and more.
Grab Your Next Million faster by taking this class - http://FrankKern.com/Class.
Frank wants to help you figure out how to do less in your business while making more and having fun.
Links to Resources Mentioned
FrankKern.com/Class - How To Scale Your Successful Business To Eight Figures And Beyond
DeanJackson.com - Dean Jackson Online
FrankKern.com/Five - Episode 5 notes
The idea of your best process. Discover which method of acquiring customers will allow you to grow your business faster, with more profit, while also generating goodwill with your prospects. Worksheet at FrankKern.com/4.
Frank wants to help you figure out how to do less in your business while making more and having fun.
Key Lessons Learned:
Acquiring Customers
- A core process is a fancy way of naming a dependable and predictable way of acquiring customers. Most businesses have lots of ways that they acquire customers, but we’re talking about your number one go to process.
- Take out your worksheet and write down every process with which you have gotten a sale in the past. The process you’ve used to make a sale of product A may also be applicable to selling product B. Create a vertical list of all the ways that you’ve have sold something, these are the processes that you have deployed to get a sale.
- Next, you will go through your list of processes and figure out how much each process generated in sales. Don’t let your actual profit generated from each process, but score them on a 1 to 5.
- You also have to assess how easy it is for a prospect to enter into your sales process. A live webinar will have a very high score, it’s easy to access and easy to leave. Compare that to a timeshare presentation which is virtually impossible to get someone to sit through.
- You also have to score how much goodwill each of your sales processes has generated in your database of prospects. Will they like you more or less after going through the process? The amount of revenue you generate in your business is in direct proportion to the amount of goodwill you create. The more value you create in your prospects lives the more likely they are to do business with you.
- Next, you score each of your processes on whether or not they are sustainable, can they be automated, and can they be replicated. Brendon Burchard's 7 Day live launch is an example of a process that is very profitable, easy to enter, and created a lot of goodwill, but isn’t very sustainable.
- The next category is energy. Does the process energize you when you utilize it? Product launches are an example of a process that can be exhausting and would score very low.
- Once you fill out the worksheet, you will have a list of ways that you have ever done to acquire customers. Which process scores the highest on the categories listed, whatever scores highest is your best process.
- Your best process can be used to convert leads that were acquired using your best bait, and those people meet the criteria of your best buyer, and allows you to sell your best payday. This will allow you to provide maximum value and goodwill to everyone that participates in the marketplace, regardless of whether or not they purchase from you.
- The secret to growing a successful business is to always deliver value and goodwill to the people that meet your best buyer criteria, if you do that, chances are you will acquire those customers at some point in the future.
Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!
Links to Resources Mentioned
Frankkern.com/four for your best process worksheet
You can’t catch a whale with minnow bait.
What are you looking to catch?
In the third episode of “Your Next Million with Frank Kern,” Frank shows you how to find your best bait and how to grab your copy of Frank’s exclusive Best Bait Worksheet (FrankKern.com/3).
Want faster access to your best payday, your NEXT million, and the gems Frank isn’t putting on the podcast? Visit http://FrankKern.com/Class.
You’ve made it this far, so you know you need to subscribe to this podcast to get every episode, when released, without that spam nonsense. Details and options at FrankKern.com/Subscribe.
Transforming Your Business Isn't About Doing A Million Different Things. It's About Finding ONE BIG THING and Then Leveraging That.
Frank Kern has been advising entrepreneurs like you all day, every day, to do just that since 1999.
This is his podcast.
Summary:
In this episode of Your Next Million, Frank Kern talks about identifying your best bait that you can use to magnetically attract your perfect clients into your business. Building on the lessons learned in episode one and episode two, Frank shows you how to discover the bait that will draw in your best buyer and why getting them results up front will lead to an even greater payday.
Frank wants to help you figure out how to do less in your business, while making more and having fun.
Key Lessons Learned:
Recap
- Your best payday is something you sell and deliver that is very profitable for you and gives you a lot of satisfaction while doing it, among other things. Your best buyer is the person who is the perfect match for the product or service that makes up your best payday.
Bait
- Bait sounds a bit nefarious, but it really isn’t. The word bait refers to the material that you use in your marketing that attracts and is magnetic to your best buyer. As the saying goes “you can’t catch a whale with minnow bait”. Many of Frank’s clients find themselves attracting the wrong kind of customer which leads them to believe that no one has any money and the product or service is very difficult to sell. The key is to attract the right kind of buyer and that means your bait has to line up with your best payday.
- The first step is to write down your best payday that you identified in episode one. The second step is to write down the three characteristics that make up your best buyer that you identified in episode two. What three big things would you do to get your best buyer the results they are looking for? We are looking for significant results in the least amount of time.
- Once you identify the three big things you will do for your best buyer, you can take those and create reports and other free resources that you can use for lead generation. For Frank that means helping his perfect client discover their best payday, their best buyer, and their best bait. As a follow up teaser to the next episode of Your Next Million, Frank also helps them find their best sales process.
- If those three things are extremely valuable to your best buyer, and your best buyer is the most likely to buy your best payday, and they are the most likely to get significant results from it, doesn’t it make sense that they would love to find out how to do those things?
- The question of “how do I attract the right people into my business?” is always going to be answered by “you have to know who the right people are and the right type of bait to put out to attract them”. Deliver them results in advance because the greater you move someone towards the result that they want before you ever ask them for money, the easier it will be to get them to pay you.
- What three steps would you take to get your best buyer the result they want? Once you know what the three steps are, you can create content around those steps. The content that you give away is going to be your best bait and will be magnetic to your very best buyer.
- Your next step will be to identify your best sales process that will help you acquire your best buyer for your best payday, but for that you will have to stay tuned for episode 4!
Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!
Links to Resources Mentioned
FrankKern.com/3 for your best buyer worksheet.
Looking for your best buyer?
In the second episode of “Your Next Million with Frank Kern,” Frank shows you how to find your best buyer and how to grab your copy of Frank’s exclusive Best Buyer Worksheet.
Want faster access to your best payday, your NEXT million, and the gems Frank isn’t putting on the podcast? Visit http://FrankKern.com/Class.
You’ve made it this far, so you know you need to subscribe to this podcast to get every episode, when released, without that spam nonsense. Details and options at FrankKern.com/Subscribe.
Transforming Your Business Isn't About Doing A Million Different Things. It's About Finding ONE BIG THING and Then Leveraging That.
Frank Kern has been advising entrepreneurs like you all day, every day, to do just that since 1999.
This is his podcast.
Summary:
In this episode of Your Next Million, Frank Kern talks about discovering the characteristics and mindsets that make up your best buyer. As a follow up to the previous episode on your best payday, Frank dives into how to locate and identify your absolute best buyers and ideal clients. These are the customers that are going to give you your best payday.
Frank wants to help you figure out how to do less in your business, while making more and having fun.
Key Lessons Learned:
Buyers
- A quick refresher for your best payday is: think of the activity in your business that fits five main criteria. It must have a high net profit, it has to be energizing, it has to be easy to sell, it has to be easy to deliver, and it has to be sustainable. After scoring each activity against those criteria, you will find the one that will provide you with your best payday.
- Once you know what your best payday is, the next logical question is “who are you going to sell it you? Take out your worksheet and fill out your best payday at the top, then figure out your best price. Your best price isn’t determined by a bargain basement approach, it should be the one that meets your needs, it could also be called your perfect price. It’s okay to want to be paid more.
- If you want to be paid more, chances are your brain is going to stop throwing obstacles in your way. You may start to compare your price to your competitor’s pricing and start to really question your decision. Forgot all of that, you should get paid whatever you want to get paid as long as your buyer agrees with you.
- If you could only get paid your best price after your customer got the results they were paying to get, what characteristics would they have to have in order for you to take that challenge? The question has nothing to do with you, it has to do with your client. Write down three relevant characteristics of the client that will help you find the one big lever that will create the most impact.
- For Frank, the first characteristic is the client has to be a successful business owner. He needs to work with someone that can make decisions and be in a position where they can pay the desired price. The second characteristic is the client has to have encountered a ceiling, an obstacle that they can’t seem to grow past. The third characteristic for Frank is the client has to have deployable assets, momentum in their business that they can make use of. These are almost all the characteristics of Frank’s best buyer.
- We’re not quite finished though, there is another question to explore. “What mindsets do you share?” You have to make sure that you and your ideal buyer are aligned mentally or else you are going to have a conflict on your hands. For Frank, his ideal client has to value marketing and advertising instead of seeing it as an expense. He also wants his ideal client to have an abundance mindset, they have to see a world of possibilities, not limitations. They have to want to figure out how to spend more on advertising, not be afraid of it.
- The final shared mindset for Frank is the client must have a love of elegant simplicity and the 80/20 principle. They should be on a quest to simplify their business down to the most effective and vital activities and trim the fat. If Frank found a person that fit all these criteria, he wouldn’t have to worry about them writing the check once he’s delivered the results.
- Your best buyers are not few and far between, you just haven’t attracted them yet.
Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review in iTunes!
Links to Resources Mentioned
FrankKern.com/2 for your best buyer worksheet.
Want your best payday ever?
In the first episode of “Your Next Million with Frank Kern,” Frank shows you how to claim your best payday and how to grab your copy of Frank’s exclusive Best Payday Worksheet.
Want faster access to your best payday, your NEXT million, and the gems Frank isn’t putting on the podcast? Visit http://FrankKern.com/Class.
You’ve made it this far, so you know you need to subscribe to this podcast to get every episode, when released, without that spam nonsense. Details and options at FrankKern.com/Subscribe.
Transforming Your Business Isn't About Doing A Million Different Things. It's About Finding ONE BIG THING and Then Leveraging That.
Frank Kern has been advising entrepreneurs like you all day, every day, to do just that since 1999.
This is his podcast.
Summary:
In the inaugural episode of Your Next Million, Frank Kern talks about online business and discovering your best payday.
If you’re like most people in business, you’re probably doing a lot of different things all at once. Between selling, making offers, and coming up with new promotions, the business can become overwhelming and can start to drive you nuts.
Frank wants to help you figure out how to do less in your business while making more and having fun.
Key Lessons Learned:
Online Business
- At the end of every month, Frank’s online business always seemed to have gone well but it felt like he was on a hamster wheel, trying to keep creating new products and promotions.
- Frank has tried pretty much every online business model you could imagine since he’s been making money online since 1999. He’s done consulting in various forms, produced a bunch of different courses, and they have all worked to some degree. But things really changed for him after he looked back through 8 years of data for all the products he had sold since 2008. He dug into the data to find the products that he had paid him the best, were the easiest to sell, and energized him the most to work on.
- After digging through his past sales data Frank discovered a discontinued product called Mass Control Monthly, a physical newsletter that he mailed to subscribers. He initially thought the program was a failure because of the way he started it. Making a million dollars in a day has been a common aspiration of online marketers and this was the mental framework that Frank had with this product as well.
- When he first launched the Mass Control Monthly program, he offered people a trial to get them to sign up and try it. Fast forward to 30 days later and he learned that the retention rate on the program was terrible. After consulting with one of his mentors, Dan Kennedy, he realized that the problem was he overwhelmed the people who took up the trial. So, he believed the program was a failure, even though he continued the program for another 3 years.
- After crunching the data, Frank realized that it had generated over $3 million dollars without him having to do much more than produce the newsletter each month. His realized that his focus back then wasn’t on the people who stuck to it as subscribers but on the people who were rejecting his offer. If he had just continued producing the newsletter consistently, he could have been producing seven figures a month.
- Once he learned that that kind of product was something that he found fulfilling and sold well, Frank decided to take his team and focus on producing another continuity program to the exclusion of everything else. The Kern Inner Circle program now generates over $522,000 a month in recurring revenue. This has become the hidden jewel of his business model.
- Frank discovered the concept of finding your best payday and now he shows other business owners how to discover their best payday. The trick is not just to find the product or service that pays you the best. Having a high paying job you hate is not what you are looking for.
Your Best Payday
- There are a few main criteria to your best payday when it comes to online business. Your deliverable has to have a high net profit, otherwise, why are you doing it? You have to enjoy doing it and it has to energize you if you’re drained every day by what you do you are going to burn out. It has to be easy to deliver and it has to be easy to sell. The next thing to look at is learning if it sustainable. Can you keep doing it every day? The final component is can someone else do it or can it be automated?
- Download the worksheet and go through the exercises involved to identify where your best payday can be found in your online business. Score each aspect of your deliverables on a 1 to 5 scale, your best payday will score high in total. If you do the exercise and focus on the product or service with the highest score, it will change your business and transform your life.
- Frank went from feeling like he was on a hamster wheel each month to experiencing constant growth in his business while feeling energized by what he’s working on.
Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5-star rating and review on iTunes!
Links to Resources Mentioned
FrankKern.com/1 for your Best Payday worksheet.