SPECIALREPORT

CONVERT2.0

HowtoCreateaCultFollowingofRavingFansandRepeatBuyers

forAnyBusinessByFrankKern

CONVERT PAGE2

©2018FrankKern

FromthedeskofFrankKern

SanDiego,CA

November2018

DearFriend,

Ioriginallywrotethisbookin2014.

Whencreatingtheupdatedversion,Iwastemptedtotakeoutsomeofthecultural

referencesthatdatethebook.(WaituntilyouseethepartonDonaldTrump!)

ButIdecidedagainstitbecausetheoriginalwasbeensohelpfultosomanypeople

thatIfeelit'sbestnottomesswithit.

SowhatIdidinsteadisIaddedtoit.

Whatyouhavenowisessentiallytwobooks.

The first part describes a "modernized" approach to utilizing the psychology and

tacticsdescribedintheoriginalversion.

This newer approach is really revolutionary because it allows you to deploy pre-

framing and indoctrination (as described in the original text) much faster, much

cheaper,andtofarmorepeoplethanIeverdreamtpossiblewhenIoriginallywrote

thisin2014.

Solet'stalkaboutit.

CONVERT PAGE3

©2018FrankKern

TheBigIdeaBehindThisWholeBook

The underlying premise of thiswhole book is that it'smuch easier to sell people

stuffifthey:

1. Knowyou.

2. Likeyou.

3. Trustyou.

4. Alreadywantwhatyou'reselling...beforeyouevereventrytosellit.

Andinthebook,Iwalkyouthroughapsychologicalandtacticalprocessformaking

thathappen.

Infact,thestepsare:

1.Pre-framing.

2.Indoctrination

3.Conversion.

WhenIwrotetheoriginalversion,weaccomplishedthosestepstypicallybyrunning

ads that got people on an email list ...then creating a bond with them through a

seriesofemailsthatwererichinvalue...andthenmakingthemanoffer.

Andboydiditwork!

Anditstilldoes.

But fast forwardtotodayandwe'vebeenhandedsomethingthat's infinitelymore

powerful...andinfinitelymoreeffective.

Icallit...

CONVERT PAGE4

©2018FrankKern

Part1:IntentBasedBranding

IntentBasedBrandingisabout:

Buildingyourbrandwhilesimultaneouslysellingstuff.

Here’swhatit’snot:brandbuildingjustforthesakeofbrandbuilding,likeyou

seeintraditionalads.

IntentBasedBranding is brandbuilding for the sakeof selling - specifically to

help you accelerate the sales process by building a bond and relationships

betweenyouandyourprospects.

TheExperiment

Here’s thedeal.A fewweeks ago, Facebookdid this thing

where they put something on everyone’s business page that

says “Info and Ads” (it’s on the left of the page, toward the

bottom).

Andmaybeifyou’reafunnelhackerorsomethinglikethat,

youareprobablyreallyexcitedbecauseifyouclickonthaton

someone’sbusinesspage,youcanseealmosteveryadthey’re

runningonFacebook.

Here’swhathappened:Wegotcopied!

So we’re running our book funnel ad and everything’s

working.Imean,we’vebeenrunningthesamedamnfunnelfor

twoyearsandit’sbeenfantastic.

CONVERT PAGE5

©2018FrankKern

Andthenallofasudden,thingswenttotallybonkers.

Now,Brad (asourCMO,he’s the guywhobuys all themedia inourbusiness)

cametomeandsaid, “Dude, I justwentand looked.Therearehundredsofpeople

withinthesefunnel-hackinggroupsblatantlycopyingyourstuff.”

Myfirstthoughtwas,“Well,Ihopeitworksforthem.”

But of course it didn’t do me any favors because now everyone’s out there

runningthesameadthatIwasrunning!

Andthatledmebacktowhat’sbeenafundamentalpremiseofmybusinessfrom

dayone:

Plentyofpeoplecancopytheactualwordsinanad,

orthepictures,oreventhestrategybehindit.Butnobody,

canevercopytherelationshipandbondthatyouhavewith

yourcustomerbaseandprospects.

So what we decided to do was basically the equivalent of, “Funnel-hack this,

bitches!”Westartedtogoveryheavyliveonmultipleplatforms,deliveringasmuch

valueaswepossiblycould.

AtthetimeIthoughttomyself,“Well,IthinkI'mgoingtoteachaclassaboutthis

modelofconsultingthat’scalled“RainmakerConsulting.”

SoIstartedgivingawayalotofgoodvalueaboutthatconcept.

Andinthosevideos, IstartedtalkingabouthowIhelpprivateclientsandhow

mymostprofitableworkwasbeingdoneinthecapacityofaRainmaker.

CONVERT PAGE6

©2018FrankKern

Thepurposeof this isreallywhatmakesupPhase1of IntentBasedBranding,

whichiscalled:“SeedingforPriming.”Moreonthatinamoment.

So Iwasn’t trying to sell anything. I didn't say “Hey, gobuya course.” I didn't

evensaytherewasacoursethatexisted.

Instead, I was always saying, “I'm working with clients in my capacity as

Rainmaker.”AndwhatI’mdoinghereisI'mtryingtoprimethattoseedthatconcept

sowhenIreleaseitlaterit'llbereallyreadytogo.

Here’swhathappened:

I’mreleasingallthesevideosandthenIgetacallfrommyfriendwhosays,“Hey,

Iknowthisperson,theywanttobecomeaclientofyours.Theysawyourvideoon

Facebookandtheywanttobeoneofyourprivateclients.”

Myresponsewas, “Oh,okay…Iwasn’t really talkingabout that.” Ididn't try to

sellitatall.

SoIsoldthatpersontobecomeaprivateclient.

24 hours later, another dude messages our page and says, “Hey, I saw your

videos.I'minterestedinbecomingoneofyourprivateclients.”

NowIneverevenmentionedbecomingaprivateclient.

IsimplysaidthatIdothatkindofworkandit’sprettycool.AndthenIfocused

ongivingallthisRainmaker-ystuff,andthenIputoutcontent,content,content.

The crazy thing is Ihadno intentionwhatsoeverof trying togetmoreprivate

clients.

CONVERT PAGE7

©2018FrankKern

TheCrazyResults

Longstoryshort,thosetwopeoplebecameclients.$76,000ofcombinedrevenue

fromthosefolks,whichisunbelievable.

Then,thefollowingweek,Istartedmakingthetestoffer,andthetestofferwas,

“Hey, you know, this IntentBasedBranding thing is pretty cool. I'm looking for a

coupleguineapigstoletusactuallydothesecommercialsforyou.Becausewereally

wantagoodcontentpiecetomakethiswork,soessentiallyIwantyoutothinkofit

asalongformcommercial.”

Bytheendofthatweek,wehadfourpeople:threeatthe“guineapig”leveland

oneattheall-timesuperpro-level.

And our total revenue (if you extrapolate it out because this is a longer-term

play)forthisis$226,000.

Andwenevertriedtoreallypitchanythingexceptattheend.

So,that’stheexperiment.

Nowhere'swhat’sreallyinteresting...

Duringthisexperimentphase,whichwasabouttwoweeks,IdidalotofFBLive

events,andthenwewouldboostthemandwewouldrunpaidtraffictothem.

Sowebuiltthisbigaudienceofpeople,alotofthemstrangers,whohadwatched

alotofmyvideocontent.And,apparentlyonewouldthinkthattheylikedmystuff,

otherwisewhywouldtheywatchit?(Ofcourse,maybetheyhadinsomnia,butthe

oneswhoweren'tinsomniacsorjustmasochisticorwhatever,theylikedit!)

CONVERT PAGE8

©2018FrankKern

AndmythoughtprocesswasthatIwouldofferthisprofessionalservicesthing

thatwedo(becausewenowhaveanentireprojectwithinmycompanywherewe

maketheselongformcommercialsforyou)andshowittopeoplewhowatchedthe

videosinthisexperimenttoseewhatwouldhappen.

Thevideobasicallyjustsaid,“Hey,we’redoingthisthing.Ifyouwanttobecome

aclient,gotothiswebpage.”Itwasabout60-seconds,likearegularTVcommercial

slot-maybeabitlonger,butyougettheidea.

Andthefirstdaywedidthat,wespent$342.53onthe60-secondad.

Andwegot5people!

Thesepeoplewenttothewebsite,sawtheoffer,andthought,“Hotdamn,Iwant

this!”andtheysignedtheformtotalkwithme.Ispoketotwoofthemrightaway

andoneimmediatelysignedontobecomeaclient.

That’spotentially$120,000ofrevenueoverthenext12monthsorso.

Of course, you never know how long they'll stay, but we plan on doing an

exceptionallygood jobforourclientssothey'llstay forever,andtherefore, there's

noreasonwhytheywouldn't.

So,I’lltakethosenumbersalldaylong.

Now,oncewestartedrunningthisexperiment,andnowthatyouseethesecrazy

numbers,IdecidedIwantedtobreakdownexactlyhowtodoit,soyoucantryit.

CONVERT PAGE9

©2018FrankKern

The3-PhaseProcess

Thinkaboutitthisway.

If you're trying to sell stuff directly on Facebook all the time, it’s super

frustrating.

I know this becausewe have something like 970 people that we coach every

Fridayonbuyingmediaandrunningads,andthat’stheirbiggestchallenge.

IntentBasedBrandingsolvesthatchallengecompletely.

SoletmegiveyouadeeperdiveonwhatIntentBasedBrandingreallyis.Andmy

hopeisthatyou’llavoidthestupidmistakesthatI’vealreadymade.

Inanutshell,here’showIntentBasedBrandingworks:

1. You find out the exact type of content that’s going to provide the

most value to your idealprospect, andyoupresent it to them in a

way that is going to cause them tobondwithyouonanemotional

andpsychologicallevel.Soyou'reactuallyhelpingthem,andyou'realso

creatingabondwiththemsotheylikeyou.

2. Once you've done that then you start showing themads that pitch

thingswithoutbreakingthatbond.

That’sthebigpicturestrategy.

Now,here'swhyIneverdidit:Ialwaysthoughtsocialmediawasdumb,except

forusingitasanadvertisingmedium.

CONVERT PAGE10

©2018FrankKern

Istillthinkit’sdumb,exceptforusingitasanadvertisingmedium.Allthepeople

who are going social media crazy, guess what? They're using it as a freaking

advertisingmedium.

Thechallengeisthatmostofthesepeoplehavethisonementality,whichis“IfI

buildupenoughfollowersonsocialmedia,Iwillmakeabunchofmoney.”

Thisusedtobetrue,untilthealgorithmschanged.

A little less thanayearago,Facebookchangedtheiralgorithmwithsomething

called “organic reach” and now, trying to get free traffic from Facebook at scale

doesn’twork.

I'mnottalkingtothedudesouttherewhoare like,“HeyIdidsomethingandI

got50peopleor100peopletowatchit.”becausethatdoesn'tcount.Ifyou'retrying

togetrealtrafficforfreefromsocial,it’sbad.Orit’sbadforyourwallet,basically.

Imeanthat’sadorable thatyougot1,000 likesorwhatever foracoupleposts,

butyoucan'teatlikes.I'vetriedthemandthey'rehorrible.(Althoughit’sagooddiet

togoonbecauseyoureallyslimdownonthe“like”diet!)

SomymentalitywasthatIthoughtitwasallstupidbecauseit’sbasicallyabunch

ofpeopletryingtogetfreestuff.

Itneveroccurred tome thatyoucould create long-formcontenton social and

thenpaytohavethatcontentviewedbycompletestrangers,andthenretargetthose

completestrangerslater.

And,again,that’sit.

Thewholeideaaroundthisistogenuinelyhelppeoplebyactuallyhelpingthem

withyourcontentandthenusethatasadsthatyoupayfor.

CONVERT PAGE11

©2018FrankKern

I’llwalkyouthroughthestrategyinamoment,butfirst,youneedtounderstand

abitmoreabouttheprocess.

Here'showyoubuild thebondwithpeople (whichagain is thebigpurposeof

IntentBasedBranding)...

Andthereasonforthisisthat...

1. It’s freaking cool. You’re actually helping people. You’re doing a good

thing.

2. Itmakessellingeasy.

Solet’sstartbylookingattheprocessofactuallysellingstuff.

Therearethreesteps,whetheryou’redoing itonsocial, fromtraditionalemail

marketing.Nomatterwhatplatformyou’redoingitfrom,it’sthesameprocess.

Phase1:Pre-Framing

Pre-framingmeans they're going to draw a conclusion about you before they

everconsumeanyofyourcontent,beforetheyeverconsiderbuyinganythingfrom

you.

Youknowhowtheysayyoushouldn'tjudgeabookbyitscover?

Well,yeah,youshouldn't.Butguesswhodoes?Everybody. Includingme. I'ma

shallowperson,I’lladmitit.And,actuallywealldoit.It’sjusthumannature.

CONVERT PAGE12

©2018FrankKern

Here’showyoucanputthistoworkforyouinIntentBasedBranding:

Pre-Framing:Ifweknowpeoplearegoingtoassignalabeltoyouthesecond

theyseeyourstuff,thenlogically,itmakessensethatwecanactuallyinfluencein

advancewhatlabelwewantthemtoassign.Inotherwords,wecanhelpthem

decideinadvancewhatsomethingmeans.

Andthat’sStep1:IntentBasedBrandingstartswiththeknowledgethatpeople

formanopinionbeforetheyeverconsumeanycontent.

Phase2:Indoctrination

ThenextphaseisIndoctrination.

Indoctrination iswhereyoucreateabondwith thepeoplewhoconsume

yourstuffbecauseyou’vehelpedthem.

You'vehelpedthem.They'regettingvalue fromyou.For lackofabetterword,

they're your fans, but they’re real fans, not like a “like” on Facebook. These are

people who actually consume your stuff and they feel like, “Oh yeah, I like that

personbecausethatpersonhelpedme.”

Phase3:Conversion

OneofthegreatestprocessestoeverreallyillustratethisconceptissomethingI

thinkalmost everyone in the InnerCircle can relate to,which is a classic internet

marketingfunnel,suchasaproductlaunch.

Infact,aproductlaunchdoesthisperfectly.

CONVERT PAGE13

©2018FrankKern

Aproductlaunchworkslikethis…

1. Abunchofpeoplewill email their list.Typically,with the email - and if

you'veeverbeenthesubjectofaproductlaunchyouknowthis-youhave9

millionaffiliateshittingyourinboxevery10seconds.

And in the process, you're getting emails that are saying, “Hey, you gotta

checkoutthisvideobysoandso,he’samazing,blahblahblah…”

Guess what that is? That’s pre-framing. Your opinion is being influenced

beforeyoueverseeanything.

2. Thenyougettotheopt-inpage.Andtheopt-inpageisgoingtohavesome

images,somecopy,maybeavideoandwhateverelse.(Nowremember,this

isn'twhatI'mtellingyoutodo.I'mtellingyouthatthisisaclassicexampleof

thisprocessworking.).

That’sstillpre-framing,right?Youhaven'tconsumedanycontent.Now,you

might see the person you're talking about and think, “That guy looks like

CharlesManson, I don'twant to opt-in on there.”Or “Thisweb page looks

sketchy. It looks like you're gonna try to sell me generic Viagra from

Nigeria…”Eitherway,it’sstillpre-framing.

3. Now(assumingtheopt-inpage isdecent),you'veopted in.You formed

anopinionbeforeyoueveroptedin,bytheway,becauseofyouremailthat

youreceivedbecauseofthepre-framing,aswellastheopt-inpageitself.

CONVERT PAGE14

©2018FrankKern

Andnowyou'regonnagettypically,what?Aseriesofvideos–video1,video

2,video3,andsoon.

What do the videos do? The videos are providing you value in advance,

they'retellingyoustories,they'redoingagoodjobofbuildingthatbondwith

you.Andhopefullyifthey'redoingitright,they'regenuinelyhelpingyouget

towhereyouwanttogo.

Soinatraditionalproductlaunchenvironment,that’sexactlyhowitworks.

4. Andonlythen,attheendofthelaunch,doesthesaleslettercomeinto

play.

Sothisisaclassicexampleoftheconversionprocessatwork.

WhatI'mtellingyourightnowthoughisthatthisprocessisgreat,butemail is

dying.

In fact, research shows that almost everymeasure of click rates, open-to-click

rates,etc.isshowingadeclineoverthepastfewyears.

Andanyonewhohasabiglistouttherewhodoesalotofemailmarketingknows

thistobetrue.

NowI'mnottalkingaboutguyswith10peopleontheirlistwhoarelike,“Hey,I

emailed10peopleandoneof‘emwrotemeback.I'mcrushingit!”

No,Imeanifyouhave100,000or200,000peopleonyourlist,thinkaboutyour

openratesandyourresponsefromyouremailthisyearversuslastyearversusthe

yearbefore.

It’sgoingaway,right?

CONVERT PAGE15

©2018FrankKern

SowhatwedonowisweusethisframeworkonsocialthroughIntentBased

Brandingandithappenswayfaster.

Sowecanindoctrinateandwecanpre-framerightpeoplerightnowandyoucan

startmakingofferstothoseverysamepeopletomorrow.Soit’sreally,reallycool.

HowItWorks

Here'sthedeal.

You’vegotYOUinonecircle.Andyou’vegotTHEMinanothercircle.

Whereitoverlaps,you'vegotthebond.

IntentBasedBrandingisallaboutcreating,building,maintaining,

nurturingandstrengtheningthebondbetweenyouand

youraudience.

Andyoucan'tfakethis,bytheway.

CONVERT PAGE16

©2018FrankKern

Youhavetoactuallygiveadamnaboutthepeoplethatyou'retryingtosellstuff

to,orelsethey'regoingtoseerightthroughyou.

Youcan'tgetawaywithanything in theworldof social. Itain'tgonnahappen.

(Andthat’sagoodthing.)

Youhavetogenuinelycare.

Butyourmission,yourveryfirstmission,istoreallybuildthisstrongbond.

Sowhatwewanttofigureoutis,howdowecreatethebond?Howdowedoit?

TwoTypesofAffinity

Inanutshell,theveryfirstthingyouwanttodointhebondingistocreate

what’scalled“affinity”withthemarketplacethatyou'retryingtoinfluence.

Therearetwolevelsofaffinity:

Level1:SurfaceAffinity

Surfaceaffinityisoftengoingtobebasedonyourappearance.Itincludes

thingslikethegraphicsandtheimages.Ifyou’reshootingvideo,it’sgoingto

bebasedonthesetandsettingofyourvideo.Isitwell-lit?Doesitlookslick?

Professional?Hollywoodgrade?Orhomemade?

Allofthatstuffmatters.

By the way, if you've been watching any of my content, I've been

publishing a lot of videos and I've been spending a lot ofmoney on ads -

specificallysendingtraffic to thesevideos.Andyou'llnotice they'reallshot

onan iPhone. Someof themhave somegraphics. Someof themhave some

music,butnoneofthemhavetheHollywoodquality.

CONVERT PAGE17

©2018FrankKern

EventhoughI'vegotthefancyhouseandI'vegotthebigfancycarsand

everything,Idon'treallymakeitapointofshowingtheminthevideos.

That’sbydesign.

I'mnotsayingyoushouldcopymystyle,I'mjusttellingyouitisbydesign

toappealonthesurfacelevel.

Why do you think thatmight be? If I’ve got all the crap - the big fancy

houseand the fancycars -howcome I'mnot showing it?Howcome inmy

videosI'mdressedverycasuallyandthatI'mnottryingtolookalluppityand

fancy?

I’lltellyouwhy.

BecauseyouguyshavehaddamnnearenoughofInternetdudesstanding

in frontof their fleet of exotic cars saying, “You couldbe rich, too, and I'm

gonnashowyouhow…”Right?

Itdoesn'tworkanymore.

(Well,itmightworkforthosedudes,butyou'vehadenough.)

I'mtryingtoappealtothesurfacelevelaffinityhere.

Mygoalistohavemyviewerfeellike,“Hey,Icanrelatetothisguy.He’s

just likeme. I get it. He’s not trying to come off as showy. He really cares

aboutme.”

So,that’syoursurfacelevelaffinity.Andallofthisstuff isverycarefully

done.

CONVERT PAGE18

©2018FrankKern

Asithappens,bytheway,Iamaprettynormalguy.Idohavefancycars

andstuffbecauseIthinkthey'recool,butreallythey'retopickupmyclients

in.Idriveoneofthoseboxy,veryuncomfortableMercedesGWagonsallday.

Level2:DeepAffinity

Thisiswherethemagicis.

Youcouldlooklikeaweirdo,youcouldtalkfunny,youcouldbelittle, it

doesn't matter, just come up with any freaking reason why someone

wouldn'tlikeyou,andifyoucanhaveanaffinityandabondatthedeeplevel,

thenyou'vegotitmade.

I’llproveittoyou.

Yearsago,therewasamannamedGlennW.Turner.

Glenn W. Turner was a

smallerdude.

And he was born with a

harelip and had a very

noticeable speed

impediment. (This is before

you could really fix it, this

was in the late 70s / early

80s.)

Sohe’sthislittledude.He

talkedsuperfunny.And,hehadarecord.

Hecrushedit.

CONVERT PAGE19

©2018FrankKern

Hewouldmesmerizestadiums.Theylovedhim.Hisfansthoughthewas

the greatest person ever. He had this entire series called, Challenge to

America,anditwasphenomenal.

Ofcourseagain,hegotinvolvedinmulti-levelmarketingandthingsdidn't

workout.

Butwedon'tcareaboutthatpart.Wedon'twanttoemulatethatpart.

The point I'm trying to get across is don't get caught up on getting the

surfacelevel.Don'ttrytomakeyourselfallfancy.Justbewhoyouare.

Andwewant to focuson this:whatreallydrivesthedeepbondwith

somebody?

Thefirstthingwehavetounderstandisthatnobodycaresaboutus.

AndthankGodthisistrue.Imeanweoftendon'thaveanyideahowlucky

weare.Atleastthat’strueforme.Nobodycaresaboutus.

Now this sounds like almost nihilistic or something, if that’s even the

rightcontextforthatword.(Itsoundscooltough,doesn’tit?Andit’sinThe

BigLebowski,remember?“Don'tworry,Walter,thesemenarenihilists!”)

So it sounds likekindof fatalistic thatnobodycaresaboutus,but think

abouthowluckyweare.

Everybodyjustcaresaboutthemselves,andthat’sgoodbecauseweneed

tomakeitoursolefreakingfocustoshowthosepeoplethatwecanhelp

themandthateverythingwedoisaboutthem.

Now, with that understanding, we can dig deeper into the process, which

startswith…

CONVERT PAGE20

©2018FrankKern

YourCoreMessagingPillars

Everybodythatyou'retryingtoselltoisontheleft,withthesadface.Andthey

want to get to the other side, with the happy face. And it’s our job to give them

contentthatcanhelpthemgetfromwheretheyarenowtowheretheywanttobe.

So,someone’sontheleftofthisdiagram.They'reunmotivated,they'reunhappy,

theyfeeloutofcontrol,theyfeelliketheydon'thaveanycertainty,thefeellikethe

relationshipsintheirlivesarebad.

If you lookat likeTonyRobbins, or “BigBuddy” as I always like to teasehim,

because he is really freaking huge. I'm 6’2 and 240 lbs, and I feel like a dwarf

standingnexttoTonyRobbins.It’sunbelievable.

AndBigBuddygivesthemcontent.Theyconsumethecontent.Theyfeelbetter.

It’svery,verysimple.

So your job is figure out what we call in Intent Based Branding: Your Core

MessagingPillars.

YourCoreMessagingPillarsarealwaysgoingtobeabout:

Whataretheimmediatestepssomeonecantaketogetfrom

unhappy,wheretheyarenotgettingtheresultstheywant,togetting

theresultsthatyoucanhelpthemget?

CONVERT PAGE21

©2018FrankKern

Here'showthisworks inaction.Let's lookat twopeople thatareonmyradar

becauseIlikethemboth.

ExampleNumber1:GrantCardone.

Grant’saudienceisnotmakingenoughmoney.We’llcallthis“NoMo.”

Now,I'mnotsayingtheyalldon'thavemoney,butyouknowwhatImean,their

incomeisn'twhattheywantittobe.Forallweknowthepeoplewatchingarelike,“I

onlyhave$10milliondollars,Iwishhad$11million.”Whoknows,right?

Buttheymorefinancialcertainty.

Andtheywanttogetto“ABunchaMo,”meaningtheywantalotofmoney.

And you probably know Grant. He’s awesome. I know him personally. He’s a

gooddudeandafunguy.Alittlebitcrazy,butinthegoodway.

Ifyouwatchmyman,Grant,he’sgotthreecoremessagesthatheputsoutthere:

1. Youdidn'tlearnaboutmoneyrightinschool.

IfyouwatchGranthe’s like, “Look,man, schoolain'tgonna teach it toyou,

thetraditionalWallStreetguysaregonnaripyouoff,yourparents’modelof

building wealth, it didn't work. You gotta get your money right.” That’s

messagenumber1.

2. Messagenumber2isrealestate.

He’salwayseducatinghismarketonthevalueandtheimportanceofbuying

multi-familyrealestate.

CONVERT PAGE22

©2018FrankKern

Ithinkhe’sontosomethingwiththat,bytheway.ButI'mnotaninvestment

guy,sodon't listentoanythingIsayaboutanythingotherthanadvertising,

ever.Butanyway,that’shissecondcoremessage.

3. Histhirdoneissales.

Now,myman’sbeenonsocialforever,andheprobablymakes7,000yearsof

content a day. He’s got a timemachine. I don't know how he does it. He’s

constantlyonvideo.

Ifyouweretotakethe9billionhoursofvideothatmymanhasshot,andrun

themthroughafilter,thatfilterisgoingtospit99%ofhisvideosoutintoone

ofthesecategoriesofcontent.

ExampleNumber2:GaryVaynerchuk.

If you look at Gary Vaynerchuk, who I don't know personally, but I’d like to

becauseheseemslikehe’sprettycool.

NowIhaven'tlistenedtoenoughofhisstufftoreallygetthisdown,sothisisjust

frommyobservation.EventhoughIdon’tknowhim,IdolikehisworkandIagree

withhimonalotofpoints.

CONVERT PAGE23

©2018FrankKern

1. Hetalksabouttheopportunity.

Oneof themessages thatheputsout there,which is100%spot-on,by the

way, iswehavenever seenanadvertisingopportunity like this, ever, ever,

ever,ever,ever,ever,ever,period,andwemightnotagain.

Andhe’sright.Likesocial.

I’lltellyouhowtothinkaboutsocialmediainaminute,buthisbasicmessage

isthatsocialmediaisabigdeal.It’sabigopportunityforusifwedoitright.

2. Hissecondmessageisabouthustle.

He says it a lot more articulately than that, but if you watch his stuff, he

sharesalotofmindset,abouthowyouhavetogetyourmindright,youhave

tohustle,youhavetowork,andthisisn'teasy.

He loves to say, “Hey, you gotta be ready to eat crap for 10 years.” (Not

literally,Idon'tthinkhe’sintothatkindofthing,butIthinkyouknowwhat

I'msaying.)

3. Thenhe’sgotathirdcoremessage.(Youcanwatchhisstuffinmoredetail

and you’ll figure out that thirdmessage because he’s very consistent with

whathedoes.)

CONVERT PAGE24

©2018FrankKern

Now,themessageitselfissuperimportant.

Ifyourprospectisontheleftsideofthedrawing,withthesadface,andhewants

toget to theothersidewith thehappy face,youneed to findoutwhat threecore

pillarsofmessagingaregoingtobemostmagnetic tohimandaregoingtobethe

mosthelpfultohim.

Now,there’sanotherlayertoyourmessaging...

EmotionthroughStory

We'vegot thesecoremessagesandwe'regivinggoodcontent,butmancannot

liveoffofgoodcontentalone.

Youcanbegivingthegreatestcontentintheworld,butyoumightnotestablish

thatbondbecauseyou'remissingsomething.

Andwhatyou'regoingtobemissingisemotion.

Everypieceofcontentthatyouhave,tothebestofyourability-this

iseasiersaidthandone(andthisiswherewecomein,ifyouwork

withus)-hastobeabletoconveysometypeofemotion.

Youwanttoinstillemotionintothemindsofyourprospect.

Becauseiftheykeepfeelingthatemotionwhilethey'reconsumingyourcontent

overandoveragain,ananchorisgoingtobecreated.

Iknowthatmostofusarestudentsofpsychology,atleastwhenitcomesdown

tothemarketingandadvertisingstandpoint.

CONVERT PAGE25

©2018FrankKern

Soifwecananchoracertainfeelingtoyouinyourprospect’smind-notbased

onB.S.manipulation,butbasedongenuinegoodwill-notonlyareyougoingtobe

helpingthem,butyou’regoingtobeanchoringthispositiveemotiontothem.

(AndI’vesaiditbeforebutactuallyhelpingthemishuge.It’slike,welcometothe

clubofoneperson,becauseeveryoneelseisjustyellingatthemandyou'retheonly

personhelpingthem.It’saprettyeasyfighttowinrightnow.)

ThinkaboutBigBuddy,TonyRobbins.

PeoplejusthearthenameTonyRobbinsandtheyfeelpumpedup,right?

Imeanhe’s becomea verb, people are so anchored to this emotionof ‘rahh!’

whentheyhearTony’sname.It’slike,“I’mgonnagetallTonyRobbins-eduptoday.”

It’saphrase.

That’s when you know you've done it right: when you've anchored people so

strongtoanemotion,theystarttouseyournameasaverb.

Sohowdowedoit?Andhowcanwedoitquickly?

Thewaytodocreateemotionisthroughstory.

Andtherearethreetypesofstories:

1. Aspirational:Thistypeofstory-telling isaboutpaintingabright futurefor

yourprospect.It’saboutshowingthemsomethingthattheywillaspireto.

Theproblemwiththisoneisthatalotofpeopledoitinaveryclunkyway.

You’ll often see internet guys saying things like, “Look at my collection of

yachts!”andthentheyshowthembeinganchoredtothedockbyagiantsolid

goldrope.There’sjustnotanyelegancetothis.Soyouwanttobeauthentic

andelegantwhenyoudothis.

CONVERT PAGE26

©2018FrankKern

2. Motivational: This is about giving people a reason or motive to do

something. Andwe’ve all heard themotivational storieswhere people are

tellingyoutogetoutthereandjustdoit!Forexample,therearetonsofsocial

mediapeoplewhoarealwaystalkingaboutthegrindandthehustleandhow

youcandoit-youjustneedtogetupearlyandthenwe’llgoconquertoday

andcrushit!Rah!Rah!Rah!

3. Inspirational: This one is a little bit deeper. It’s aboutmaking people feel

inspiredtowardagreaterpurpose.Whendoneproperly,itmakespeoplefeel

hopeful and encouraged and itmakes themwant to do something to take

action.

So,thereareotherthingsyoucantrytoanchorthroughstory,butthesearethe

maintypesofstories.

Now, you can use stories that are controversial. It can be done and if you are

successfulatunifyingpeopleagainstacommonenemy,thenyoucancreateabond.

Thechallengeisyou’rereally justcreatingabondwithabunchofpeoplewhoare

mad,whichusuallydoesn’tturnoutallthatwell.SoIdon’ttendtoincludethistype

ofstorywiththisprocess.

TheFrameworkofaStory

Nowlet’slookattheframeworkofaneffectivestory.

Becauseyoucan'tjusttellstories.Youcould,butit’snotgoingtohelpanybodyin

thelong-term.Soeverypieceofcontentisgoingtofollowaspecificframework.

Now,Idon'tactuallythinkGrantCardonecouldmakeanythingboring,butifhe

could, imagine how boring his stuff would be if he just made a point with no

storytelling. For example, if he just said, “Here's the point. What you learned in

schoolaboutmoneyiswrong.Theend.Thankyou.”

CONVERT PAGE27

©2018FrankKern

Therewouldbenobondwhatsoever.

Ofcourseyoustillhavetomakeapoint,butthereneedstobemoretoit.

Here’stheframeworkforyourstory:

Step1: Startwithyourmainpoint,which isgoing torelate tooneofyour

threecoremessages.

Step2: Use effective stories tomake your point, ideally ones that tap into

thecoreemotionsofyouraudience.

Step3: Usemetaphors people can relate to in order to further illustrate

yourmessage.

Here’sanexample.

Ihelpedmywifebuildthisone.

Mywife,Natalia,helpswomenwhohaveeverythingbutfeelguiltyaboutit,and

thereforearestillnothappy.Shehelpsthemgetoutoftheirownwaygettheircrap

together.

There are a lot of people out there who have everything and they're still

miserable,sosheworkswithfolkslikethat.

Oneofhercoremessagingpillarsis:“Look,youhaveallthisstuffbutyou'restill

wakingupunhappy,andit’sbecausethingshappenedtoyouinyourpastandyou

justkeephangingontothem.”

Sothat’sthepoint.(Shesaysitwaybetterthanme,bytheway.I'mtryingtogive

yousomethingthat’snotmarketing,thathasalittlebitfresherperspectiveforyou.)

CONVERT PAGE28

©2018FrankKern

Nowifshejustmakesthatpointwithnothingelseattachedtoit,it’sgoingtobe

hardforsomeonetoreallyconsumeit.

Theymightthink,“Yeah,that’sprettycool,okayIgetit,yeah,you'reright,”but

they'renotgoinghavethatbondwithher.

Sohere'sthestorysheusestomakethispoint.

And,thisisatruestory,likeallthestorieswetellneedtobe.

Again,I'mgoingtobutcherherlanguage,soifyou’rereadingthis,pleaseforgive

me,honey!

So,imagineshemadethepoint:

CoreMessagingPillar

“Hey, old and bad experiences are going to screw you up.

It’s going to ruin your day. It’s gone. Forget about it.”

Here'sherstory:

StorywithEmotion

“When I was a kid I always wanted to speak English. I took English in school and

I wasn’t very good at it. My teacher told me I would never ever learn how to

speak English and I would never come to America. And she failed me from the

class. That hurt me. That made me very, very upset.”

Shetellsthatwaybetterthanmeandwithmoreemotion,butthat’sherstory.

CONVERT PAGE29

©2018FrankKern

Nowhere'sthemetaphorforthatstory:

MetaphorPeopleCanRelateTo

“Every time something bad happens to us, every time we get upset, it’s kind of

like life is just handing us a big rock.

And we've got two choices. We can take that rock and we can hold onto it and

we can put it in our backpack that we're carrying on our backs. And here's what’s

going to happen: We're going to have a lot of rocks in our backpack, because

bad stuff’s going to happen to us no matter what.

If we keep doing that, eventually we're going to be crushed

by the weight of the backpack and we won't be able to move.

I would have never been able to come to the United States, have a business

where I work with English-speaking clients and have an English-speaking

husband and family, if I didn't drop that backpack.”

SoNatalia’sstoryfollowsthisframeworkbeautifully…

You’vegottheemotionwherepeoplefeellike,“she’sjustlikeme.”

Andhere'sthedeal:WhensomeoneseesNatalia,she’sintimidatinglybeautiful,if

Idosaysomyself,andsopeoplefeelliketheycan’trelatetoher.Soshehastomake

herselfrelatable.

Soshe’smakingherselfrelatablethroughthisstory.Peoplehearitandthink,“Oh

man,badstuff’shappened toher?That’sgreat. Sheexperienced failure in life just

likeme?That’sgreat.”

Shetellsthestory,shecreatesthatemotionalbond,thataffiliation,andshegives

ametaphortomakethepoint.

CONVERT PAGE30

©2018FrankKern

And this is how youwant to structure your contentwhen you’re using Intent

BasedBranding.

Nowremember,everysinglepieceofcontenthastobesupportingoneofyour

coremessagingpillars that aredesigned tohelpyourprospect to get fromwhere

theyarenow(unhappyandnotgettingtheresultsthatyoucanhelpthemwith)to

wheretheywanttobe(happyandgettingtheresultstheywant).

Here'swhy:

Thecloserthatwegettotherightsideofthisline,thegreaterthedesireofyour

prospectistodobusinesswithyou.Heorsheiswatchingyourstuffonsocialandas

heorsheconsumesthecontent,theirdesireisgoingtoincrease.

CONVERT PAGE31

©2018FrankKern

Here’showIcanexplainthisatthemostbasiclevel.

Let'ssayyou'restarving.Andyou’reinagoodrestaurant.Thecloseryougetto

therestaurant,themoreyoucansmellthefood.What’sgoingtohappen?

You'regoingtogettotheveryrightsideofthelineandatthatpointyourdesires

issogreat,youfeellike,“Idon'tgiveadamnwhatitcosts,I'mgoingin.Idon'tcareif

there'sawaitingline,I'mhungry.”

Remember Fletch? When Chevy Chase barges in the club house and says,

“ReservationfortheUnderhills?”andhejustorderswhateverhewantsontheirbill?

It’sthesamethinghere.You'resoclosetoitthatyoucantasteit,metaphorically

speaking.

Soremember:

Thecloseryougetthemdownthislinetowheretheywanttobe,the

greatertheirdesireisgoingtobetogettheendresult.And,because

you’retheonlyfreakingpersoninthemarketplacethat’sactually

helpedtheminsteadoftryingtocramoffersdowntheirthroat,their

trustofyouisincreasing.

ThemoreIntentBasedBrandedcontentyouputoutthere,themoredesireand

trusttheyaregoingtohave.Andwitheverypieceofcontent,you’reanchoringthem

tothoseheightenedemotions,whichjustmakeseverythingmorepowerful.

CONVERT PAGE32

©2018FrankKern

IntentBasedBrandingTrafficGettingStrategy

Now,there’sonemorepiecetotiethisalltogetherandthat’stoshowyouhow

theIntentBasedBrandingTrafficGettingStrategyworks.

Step1: Thefirstthingyoudoisfigureoutwhatthethreecoremessaging

pillarsare.

Step2: Then,youwanttocreateaseriesofvideos,andwewillcallthese

goodwillcontent.

Now, I like video best for these and I recommend that you have

aroundeightofthem.

Ofcourse,youdon’thavetocreatealleightinoneday,butultimately

youwanttohavearoundeightofthem.Thisallowsyoutomakesure

thateachvideoissupportingoneofyourcoremessagingpillarsand

that to thebestofyourability, they followthepoint-story-metaphor

framework.

Remember, it’s important that people are being helped, that they’re

hearingthestorysothatitcreatestheaffinityandthedeepbondand

thatyou’reanchoringtheseemotionstothem.

Step3: Thisiswherepeoplewanttoscrewup.Don'tmakethismistake.Don't

just post the videos on yourwall and not send traffic to them! You

wanttousethosevideosasads.

Also, please don’tmake ads that say, “Watch this video andbuymy

stuff.”

Theadsneedtoconvey,“Here'savideo.Enjoy.”Theend.

CONVERT PAGE33

©2018FrankKern

Soyou’llsaysomethinglike,“Ihopeyoulikedwatchingthisasmuch

as I likedmaking it for you. And if you know anyonewho’d find it

helpful,pleaseshareitwiththem!”

Thereasontodoitthiswasisthatforthefirsttimeeverinthehistory

of mankind, we have the ability to know if someone watched the

freakingvideo,becauseFacebookandalltheotherplatformswilltell

us.

Soatthisstage,wejustwantthemtowatchitandbuildthatbond.

Of course, none of these platforms are going to give us the name,

addressandphonenumberofwhoeverwatchedyourvideo,butthey

willtellus,“Hey,20,000peoplesawthisvideoyesterday.And,500of

themwatchedthewholedamnthing.”

Step4: Afteralittlewhile,dependingonyourbudgetandhowaggressiveyou

are,you'regoingtohavethispoolofpeoplewhohavewatchedyour

content-someorallofit,butenoughtobeindoctrinatedandlikeyou.

ThisisgoingtobenowawarmfanbaseandNOWyoucanshow

adstothesepeople.

Andthatishowyousellstuffwithintent-basedbranding.

Now as a footnote, how likely do you think these people are going to be to

respondtotheads?

Whenpeoplealreadylikeyoubeforetheyseeyoursalesmessage-whetherit’sa

videosales letter,awebinar,anactualsales letter,aphonecallorwhatever -you

don’tneedtobethatgoodatthemarketing!:)

Peoplesaytome,“Ohman,Frank,ifIcouldwritecopylikeyouI’dbesorich.”

CONVERT PAGE34

©2018FrankKern

Myanswer is, “No,dude, youwouldwritemoderately good copy if you could

writecopylikeme.And,itwouldtakeyouforevertowritethecopy!”

The reason I personally sell so much online is because I'm using this Intent

BasedBrandingmethod.I'vealwaysdoneit fromemail. I justhadn’tbeendoingit

onsocial.

Butnow,wecandoitonsocial,becausehere'sthefinalcoup-de-grace:

Speedandacceleration.

Someonecanwatchavideoofyoutodayandthenbegettingadsthenextday.

Gonearethedayswhereyouhavetodothisstuffformonthsoryears.

WithIntentBasedBrandingonsocial,wecanacceleratethewholething.

And with that, let’s move into “Part 2” of this book, which is a 3-step

psychological and tactical process for getting people to alreadywantwhat you’re

selling…beforeyouevereventrytosellit.

CONVERT PAGE35

©2018FrankKern

Part2:Convert-AnEasier,MoreEfficientSalesProcess

Thepurposeof thisbook is tohelpyou. It is tohelpyourise to the topof

yourniceintermsofbrandposition,sales,goodwill,andreputation.

Another benefit you might experience as a result of deploying what you

learnisEASE.

WhenyouutilizethestrategiesIshowyou,you’llbecomemagnetictoyour

ideal customer – easily attracting them toward you the way a bright light

attractsamoth.

You’ll find yourself in great demand and you’ll find yourself able to easily

commandmoreinfeesandpricethanyourcompetitors.

And if done properly, all of this will culminate in an easier and more

efficientsalesprocess.

Your adswill convert better, your emailswill be readmore andwill get a

higherresponse,yoursalesletterswillgeneratemorerevenue,andyouroverall

customeracquisitionwillbeEASIER.

Andthebestpartofitallisyou’llbedeliveringagreatcustomerexperience

…evenBEFOREthesaleeveroccurs.

Gone are the days of hype, overblown claims, false scarcity, and sales

pressure.

Whatyou’reabouttodiscoverwillquicklypositionyouas“oneofthegood

guys”inyourmarketplace.

You’ll turn prospects into fans, fans into customers, and customers into

evangelicalconvertswhorewardyouwiththeirbusinessforyears.

CONVERT PAGE36

©2018FrankKern

TheOpportunityWe’veBeenGiven

Thinkaboutit.WehavetheabilityRIGHTNOWtoreachmorepeople

thaneverbeforeatanypointinhumanhistory.

Andwecandosofornexttonothing,right?

Whenyouthinkaboutit,youcanputapostuponFacebook,thousandsofpeople

seeit,anditcostsusnothing.It’samazing.

ThenwecanadvertisetomillionsofpeoplethroughPPC,throughemail,

sponsoredemail,bannerads,socialmedia,etc.

It’sinsanethereachthatyouandIcanhavenowandthatopportunityalone–

theopportunitysuchreachprovides–issignificant.

Butitgetssomuchbetter.

YourCompetitorsareMakingItEasyforYou

Thebestpartofall this is that,even though there isa lotofcompetition–

because greater opportunity breeds more competition – your competition is

actuallymakingthingssignificantlyeasierforyou.

Here’swhyIsaythis.

IfyouboughtthisbookthenyouandIareonthesamemarketinglists,right?

I’m getting the same garbage you are. Hype, empty promises, and cookie-

cutteremailsthatwouldinsulttheintelligenceofa10-year-oldarethenormin

ourlittle“marketingcommunity.”

CONVERT PAGE37

©2018FrankKern

All we have to do is just do a little bit better and we

can completely dominate the market.

Andthat’swonderfulnews!Becauseit’snotjustus.It’shappeninginevery

market.

Your prospects are probably experiencing the same thing in your

marketplace.

Yourcompetitorsinalmosteverymarketplace

havea“disposable”mentalitywhenitcomestoprospectsand

customers.

Itsucksforthecustomerbutit’sgreatforusfromacompetitivestandpoint.

Because all we have to do is just do a

littlebitbetter(ormaybeevenalotbetter!)

and we can completely dominate the

market.

Here’sthewayitis:

Inalmosteveryindustry,there’satopplayer.

Andinmostcases,theirmarketingishorrible.Itmightsell…butit’sashort-

term play because the prospects are turned off by how hype-y and high-

pressureitis.

Bytheway,ifyoudoubtthis,gobacktoyourinboxandseethelatestemail

promosfromwhatever“bigplayers”areinyourindustry.

Letmeguess…lotsofscarcitywrappedaroundhugeclaimswithnothingbut

salespressure.Soundfamiliar?Ofcourseitdoes.

Weshouldbeglad.They’remakingourjobseasy!

CONVERT PAGE38

©2018FrankKern

Especiallysinceitdoesn’tstopatthemarketing.

Look,we’veallboughtthesamestuff.YouknowwhatI’mtalkingabout–you

buysomethingthatissupposedtoworkanditkindofworks.

And that’s supposed to be acceptable In fact – it’s the norm! “Almost

competent”hasbecomethenew“good.”

Ihavenewsforyou:

Thatmentality is giving you aMAJORopportunity to swoop in and gather

massesof customerswithgreaterease thaneverbefore justbyNOTbeingan

idiot.

Peoplearegettingmoreandmore frustratedwith“almostcompetent”and

becomingincreasinglydesperateforsomeonetotreatthemWELL.

Thinkaboutitthisway:Toamaninthedesert,evendirtypondwaterlooks

delicious.

Yourprospectsandcustomersare inthatdesert…andifyoupresentthem

withGOODwater,they’llflocktyouindroves.

So Iwantyoutokeepallof that inmindaswedive into thismethodology

now.

Remember that people are desperate for someone to actually treat them

with respect and dignity …and that they will LOVE you when you do it and

rewardyouwithsalesforyearstocome.

Sowithoutfurtherado,let’sgettowork!

CONVERT PAGE39

©2018FrankKern

TheVictoryEquation

What we’re going to be covering here is based on an equation that I’ve

createdillustrating:

● Whereprofitscomefrom

● Howwegetthem

● Howweincreasethem

Solet’sgoaheadandgooverthatnow.Theequationgoeslikethis:

This is the pathway to profits in any business ever – and especially in a

business that's driven by a personality (such as an author, coach, speaker,

“guru,”etc.)

We start with positioning, so it’s positioning plus promotion plus process

equalsprofits.

That is really theentirebasisofhowyoucangeneraterevenue.Let’s start

withtheendgoalinmindandtalkaboutwhatspecificallydrivesprofits.

Therearetwothingsyoucandoimmediatelytoaffectprofits.

Firstofall,youcansellmorestuff.Duh!Right?

CONVERT PAGE40

©2018FrankKern

Thisisknownasimprovementofprocess.

So, ifweimproveourprocess–meaning, ifweincreaseourconversions, if

wegeneratemoreleads, iftheopt-inpagegetsmoreopt-ins, ifthesalesletter

getsacouplemorepercentagepointsofabump–thenwe’regoingtosellstuff,

right?

Obviously.

Here’swhat’skindoffunny.Improvementofprocessiswheremostpeople

focus.Thisiswhytherearesomanybooks,courses,andseminarsabouthowto

writebetterads,getmoreleads,getbetterconversions,andsoforth.

Well – send your competitors there as fast as you can because that’s the

LEASTprofitableplacetofocusinitially.

Here’swhy:

Whatalotofpeopleoverlookisthat,inordertoincreaseprofits,wecanalso

simplegetmoremoneyforthesamesale.

Thefastestthingtoaffectthebottomlineisyourprice.

Thinkabout it. If all things remained constant and you simply doubled your

price,you’ddoubleyourbusinessinstantly.

Sopriceisworthworkingon.

Thereareessentiallythreethingsyoucandotocontrolprice.

You can have it be affected by supply and demand like the diamond

industry.

CONVERT PAGE41

©2018FrankKern

There’s thisperceptionthat therearen’t thatmanyof them.Nowthereare

always these theories that big diamond companies have them all in a vault

somewhere,whichmayormaynotbetrue,whoknows?

Of course, that’sa littlebitharder forus tocontrol insomemarketsbut if

you’reintheadvice-dispensingbusinessorinfo-marketing,it’snothardforyou

atall.

Nowlet’stalkabouttheothertwobecausethesearethereallybigones.

There’spositioningandthenthere’svalue–andtheonethataffectsprice

themostisvalue.

Butit’snotthevaluethatyou’rethinking.

TheValueEquation

Letmegiveyouanotherequation;thisistheValueEquation:

Practicalvalueplusintrinsicvalueequalstotalperceivedvalue.Thewayto

writethisdownbythewayisPV+IV=TPV.

Okay,solet’stalkaboutit.

● PracticalValueisthethingthatyourstuffdoes.Ifyouhaveakitchen

knife, for example, it would be more valuable because it cuts

vegetablesbetterthantheotherkitchenknife.

CONVERT PAGE42

©2018FrankKern

● IntrinsicValue istheunseenperceivedvaluethatiscreatedlargely

bypositioningandpromotion.

Youaddthesetogetherandthatgivesyouthetotalperceivedvalue.

Letmetellyousomething:

Themoneyisintheintrinsicvalue.

It’snotinthepracticalvalue.

That’s not to say in any way, by any stretch of the imagination, that you

shouldmakeyourserviceorproductlessvaluable,ok?I’mnotgettingatthatat

all.

What I’mtellingyou isyoucanhavethegreatestproduct in theworldbut

you can increase the total perceived value – once you have made it good of

course–byfocusingonboostingthatintrinsicvalue.

Iwanttoprovethattoyourightnowbecauseit’skindofaweirdconceptso

letmegiveyouanexample.

ThePracticalValueofaCar

Let’sconsiderthepracticalvalueofacar.Thisissomethingthatwecanall

relateto.Whatisgoodaboutacar,practically?

It goes frompointA topointB faster thanwalking. Itkeepsyousheltered

fromtherainandcoldandallthatkindofstuff;youcanputyourstuffinthere–

golf clubs,dog,whatever.Youdon’thave to ride thebus,ok?So theseare the

practicalvaluesofacar.

CONVERT PAGE43

©2018FrankKern

Let’slookatthehigh-endspectrumofcarsandlet’stalkaboutthepractical

valueoftheBMW750LI.

● It’sverywellappointed

● It’sgotniceleather

● It’sverydependable

● Itrideswell

● Itlookscool

Andofcourse,everythingelse–itgetsyoufrompointAtopointB,itkeeps

yousheltered,youputstuffinitandyoudon’thavetoridethebus.

So, howmuch does it cost?Well, from $86,000 to $93,000 according to a

littleinternetresearchIdidoncars.comorsomethinglikethat.That’swhereI

gotthesefigures;theyareprettycommonknowledge.

Nowlet’slookatanothercar.

Let’stalkaboutthepracticalvalueofaRollsRoyceGhost.

It’sverywellappointed;it’sgotniceleathers,nicewoodveneersandallthat

stuff.It’sverydependable.Ishouldknow,I’monmyfourthonerightnow;they

areallawesome.They’regreatcars.

Itrideswell,itlookscoolandofcoursealltheotherstuff.Yougetfrompoint

AtopointBfasterthanwalking, itkeepsyoushelteredfromtherain,youcan

putstuffinit;youdon’thavetoridethebus,right?

Nowthepriceofthisguyisbetween$256,000and$296,000.

CONVERT PAGE44

©2018FrankKern

The answer to why the Rolls Royce costs more is

in the intrinsic value.

Now,hereisthedeal.

Let’scomparethesetwo;a$300,000Rolls–Idon’treallythinkyoucangeta

Ghost for$256,000 for thebasemodel, it’susuallycloser to$300,000–anda

$100,000BMW(I’mgoingtorounduphere!)

● A$300,000Ghost:Verywellappointed,verydependable,rideswell,

itlookscool.

● A$100,000BMW:Verywellappointed,verydependable,rideswell,

itlookscool.

Thequestionweneed to askourselves really iswhydoes theRollsRoyce

cost300%morethantheBMW?

Especiallywhen,youconsiderthis…

BMWownsRollsRoyce.

ThatcompanyisownedbyBMW.Thecarsarestillmanufacturedthesame

butit’sBMWrunningtheshow.

TheGhostisactuallybuiltonthesamechassisastheBMW7series.They’re

essentiallythesamecar.

Themaindifferencesarecosmetic.You’ve

got adifferentbody shapeandyour interior

trim is different; slightly different quality of

leather. That could be debatable in some

casesbutthat’syourmaindifference.

There are some engine differences as well. The Ghost has a 12-cylinder

motor.The750doesnot.Howeverthe760does.

CONVERT PAGE45

©2018FrankKern

If we want to charge higher fees and increase profits,

we need to increase intrinsic value.

Thepricedifferencebetweenthem,likeIsaid,isabout$200,000.Sowhyis

theRollsRoyce300%thepriceoftheBMW?

Well,theanswerofcourseisintheintrinsicvalue.

Againtherearesomepracticalvaluedifferences,butnot$200,000worth.So

theanswerisintheintrinsicvalue.

Here’sthething–RollsRoyceispositionedasthebest.

Inpopularculture,weuseitasametaphorfordescribingaproductasgood

–we say this is the Rolls Royce of the XYZ industry. That is how youwould

describethebestpossiblething.

Itisgloballypositionedassimplythebest.WhenyoudriveaRollsRoyceyou

have a different identity. You pull up to a meeting in a Rolls, you’re treated

differentlythanifyoupullupintheBMWorinaHondaCivicorwhatever.

You’re viewed differently. You’re viewed as a success. You’re viewed as

beingsignificant.Peoplenoticethiscar.

Thisstuffiswhatyou’rereallypayingthe$200,000extrafor.

It’snotthefactthattheremightbeaslightlydifferentgrainofleatheroran

extrafourcylindersinthemotoronsomemodels.

It’sallthisintrinsicvalue.

So, here’s the thing… If we want to raise

prices and want to be able to charge higher

fees and close those big-ticket sales, the first

step we need to do to increase profits is to

increaseourintrinsicvalue.

CONVERT PAGE46

©2018FrankKern

Again,I’mgoingtostateitforthe900thtime–noneofthisstuffcanmakeup

fornotfulfillingonyourpromisestoyourcustomers.

Sonomatterwhatwedo,noneofthisisintendedtobeprescribedasatrick

tobeabletomakeupforhavingacrappyproductorservice.Itjustwon’twork.

Itmightworkforashorttimebutitwon’tworklongterm.

Iknowyouknowthis,butI justwanttomakeitabundantlyclear. So let’s

getbacktowork.

ThePowerofIntrinsicValue

Sowhyisthisabigdeal?

Why is increasing intrinsic value going to boost your profits more than

anythingelse?

Firstofall…

Increasingintrinsicvalueallowsyoutochargemore–and

priceisthenumberonefactorinprofitability.

People talkaboutconversionandallof thiskindofstuff,but let’ssayyour

conversion rate stayed the same; your cost to acquire a customer stayed the

same;yourcost to fulfillyourservicesstayedthesame;butyoudoubledyour

price.

Whatwouldhappentoyourprofits?

They’ddouble–boom,justlikethat.

CONVERT PAGE47

©2018FrankKern

We need to focus on how we can charge more instead of just little

breakthroughs.

Weneedtofocusonhowwecancharge

more instead of just little breakthroughs

like “Should we change the headline?” or

“Should we use a different blogging

software?”orwhatever.

That’snotabreakthrough.

Figuringoutwaystochargemoretoclose thesehigh-ticket things, that’sa

breakthrough.

That’swherethattop1%isthatreallywantstomakeit.

Anotherreasonforincreasingintrinsicvalueis

becauseitincreasesyourdemand.

Thinkabout this –we’ll goback to the cars.Every timeFerrari comesout

withanewcar,forexample,thecarsellsoutbeforeitisevenshippedfromItaly

totheUnitedStates.

The new model is already gone and there are people paying $50,000 –

$60,000overstickerpricejusttohavethecarwhenitcomesout.

Nowthesalespersondoesn’thavetotry.

SowhenthenewFerrari458orwhateverthelastonewascameout,Ferrari

salesmenwere inheaven.Because they juststoodaroundand tookorders for

abovesticker.

Therewasnonegotiation.Therewasnoeffort.

CONVERT PAGE48

©2018FrankKern

The demand is so high because the intrinsic value has been built up so much.

The demand is so high because the

intrinsicvalueofthatcarhasbeenbuiltup

somuch to its loyal fans that they’recrazy

aboutit.

ThesamethinghappenswiththeiPhone.AnewiPhonecomesout–thefirst

dayit’sout,theseconddayit’sout,peoplestandinlinetogetthenewiPhone.

Halfof themalreadyhavean iPhone.So they’repayingextra togetwhat’s

basically a carbon copy of the thing they’ve already got, but it’s new and it’s

exciting.Andithasallthisintrinsicvalue.

BythewaydidyouhearthethingabouthowthelasttimethenewiPhones

cameout,peoplewerehiringhomelessdudestostandinlineforthem?

Then thehomelessdudes started fightingoverwhocould stand in line for

who.It’skindofcrazy.

● Youwanttowhipyourmarketplaceupintothatmuchofafrenzy.

● Youwanttomakeyourfansloveyouthatmuch.

Allofthishastodowithintrinsicvalue.

Intrinsicvaluealsoincreasestheeffectiveness

ofyoursalesprocess.

Let’sgobacktoApple.Theydidn’thaveto try tosellyouthephoneat the

store.

They’re like, “Ohyouwantaphone, go standoutside in linewithall these

otherpeopleandwewillletyouinwhenit’syourturn.”

CONVERT PAGE49

©2018FrankKern

DoestheFerrariguyhavetotrytosellthenewmodeloftheFerrariwhenit

comesout?

Hellno.He’slike;“Yeahwellyouknowit’sgoingtocostyouabout$50,000

morethanwhatitsaysonthewindowofthecar.”

Andthereareguysfightingoveriteverysingletimeithappens.

Ithappenswithallofthehighline.Witheverything.

Whyisthis?

Becausetheintrinsicvalueisbuiltupsomuch.Soallofthisstuffmatters.

Letmeillustrateitjustalittlemore.

We’lltalkaboutprofitshere–that’swhatthelittledollarsignsrepresentin

thediagram.

Thisisaffectedbytwothings.

Over on the left is efficiency of

process.

That means if we use a red button

instead of a blue button on our checkout

page, we might get a couple percentage

pointsmore.Well,thatmatters.

The other side of that is price. If we

double the price and everything else stays

consistent,wehavedoubledthebusiness.

CONVERT PAGE50

©2018FrankKern

Everyfactorofpricethatyouincreasewithallotherthingsstayingthesame

andremainingconstant–that’showmuchyougrowyourbusiness.

Bothofthesethingsarefueledbyincreasingintrinsicvalue.

Bothofthemainprofitdriversarefueledby

theincreaseinintrinsicvalue.

HowtoBuildIntrinsicValue

Thequestionwenowhavetoaskishowdowebuildintrinsicvalue?

Theanswertothatiswebuilditthroughpositioning.

Now I want you to think about positioning differently. Usually, when we

thinkaboutit,wethinkaboutbigbrands,brandpositioningandallthat.

It’sprettycoolbutwe’renotinthatbusiness.

Ifyou’rereadingthisbook,you’reprobablyintheinformationbusiness.We

workwithpeopletohelpthemgetabetterresult–whetherthat’sinbusiness,

theirrelationships,diet,fitness,whateveritis.

So let’s talk about how thismatters

toyouandme.

First of all let’s identify some

magnetic positioning; some basic

positioning that will draw your people

toyou.

CONVERT PAGE51

©2018FrankKern

Oneofthoseisexclusive,right?Wewantwhatotherpeopledon’thave.We

wanttobeexclusive–itmakesusfeelsignificant.

Another one is rare. It’s right up therewith exclusive. Look at diamonds.

They’re rare allegedly – there’s thatwhole conspiracy thing;whoknows?But

thatdrivesit.

Beingdifferenttoadegree.Beingexcitingismagneticpositioning.Originalis

magneticpositioning.Contrarianismagneticpositioning.

One of my favorites is Dan. Mean old Dan Kennedy. One of my earliest

mentorsandamentortothisday.

He’snotoriousforbeingcontrarian–heargueswitheverybodyintermsof

traditionalmedia. Hiswhole positioning is, “Look, all you big ad agencies are

idiots.Everythingyou’redoingiswrong.Icandoahundredtimesbetterthanyou

can.”Andhe’sright,fortherecord.

Mysteriousisanother.We’redrawninbymysteryandintrigue.Forbiddenis

anotherone.Totallymagnetic.Thinkabouthowhard19-year-oldkidstrytoget

intoabar?Why?Becausethey’renotsupposedtobeinthebar.

It’sjustlikecats–peoplearelikecats–youputusinaroomandclosethe

door and the only thingwewant to do is seewhat’s on the other side of the

door.

Youleaveusononesideofthedoorandcloseitandwewanttogetonthe

othersideofthedoor.We’reallwiredthesame.

Another one is popular. There’s safety in numbers. That’s a big effective

positioningthat’smagnetic.

CONVERT PAGE52

©2018FrankKern

You can choose any of these positioning elements or make

up a different one that is going to work for you.

Affinity to market. This person is just like me. That is another level of

positioningthatismagnetictomoney.

You can choose anyof theseormake

upadifferentonethatyoufindisgoingto

workforyou.

The bottom line is to use the thing

that’sgoingtopayyouthemost.

Nowallofthisagainisassumingyoudoagoodjob;it’sassumingyouliveup

toyourpromisesandyoudelivergoodservice.

But,withthatasagiven,thethingthat’sgoingtopayyouthemostisyour

positioninthemarketplace.

Youwillbepaidthemostforyourpositioninthemarketplace.

Period.Letmeshowittoyou.

There’skindofapyramidwherewehavevaryingpositionsandthehigher

uponthepyramidyougo,themoremoneyyou’regoingtotypicallymake.

Now this is like a generally accepted

rule.Ididnotcreatethis.

At thebottomwehavethegeneralist.

The guy that does everything. The

handyman. The general practitioner

physician.

Let’slookatitatthatlevel.

CONVERT PAGE53

©2018FrankKern

Let's think about doctors – becausewe can all relate to that. The general

physician,he’snotgoingtogetpaidasmuchasthespecialist.

Theheartsurgeonisgoingtocommandabitmoreinfeesthantheguywho

yougoseewhenyouhaveacold.Allbecausehe’saspecialist.

Nextyouhaveanauthority.Ifyouhavetheheartsurgeonwhoisthenumber

oneheartsurgeonintown–andalltheotherheartsurgeonssayyouneedtogo

tothisguy,he’sgoingtogetpaidevenmore.

He’sinevengreaterdemandbecausehe’stheauthority.Classicstuff.

Now the magic right near the top is celebrity. The power of celebrity

positioninghastwosignificantthingsthatweneedtobeawareof:

● Numberoneit’sverymagnetictomoney.

● Numbertwoitcanbeengineeredfromthinair.

I’mnotsuggestingyoubedeceptive,butallcelebrityisengineeredthrougha

series of events. We can deliberately mimic those series of events to create

celebrityinourmarketplaces.

Let me give you an example. You remember on the first season of The

ApprenticebyDonaldTrump?I’msureyou’refamiliarwithTheApprenticebut,

ifyou’renot, justbriefly,youwinTheApprenticebywinningvariousbusiness

challenges.

One year it was focused on who’s going to increase sales revenue for a

restaurant.

ThereweretwoteamsandoneteamwasledbythisguynamedTroy.Andon

thisteamtherewasthisotherdudeandhisnamewasKwameJackson.

CONVERT PAGE54

©2018FrankKern

We can deliberately mimic events to create celebrity

in our marketplace.

IthinkhewasaWallStreetGuyatthetime.Idon’tknowwhathedoesnow.

I’msurehe’sdonewell.He’sasupersharpguy.

Their positioning was they stood

outside of the restaurant and they just sat

Kwamedownatabooth,atableoutsideof

the restaurant, and acted as if he was a

famousNBAbasketballplayer.

Theydidn’tevensayhewasafamousNBAbasketballplayer.Theyjustacted

likehewas.

They said, “Get these balls signed by Kwame Jackson everybody. Come over

hereandmeetKwameJackson.Goaheadandgethisautograph.”

Andjust likethat,peopleflockedtohimthinkingthathewasacelebrityof

somesortbecausehewaspositionedassuchandtheyboughtthesebasketballs.

Thustheirteamwonthechallenge.

Socelebritypositioningisabigdeal.

Now of course, I’m not telling you that you should just go out and do

somethinglikethat. I’mgoingtodeclarea littlebitofshenanigansonthatone

andDonaldTrumpfeltthesameway.

He’s like,youknow,“Iadmireyourhustle,butI’mgoingtodeclareaslight

degreeofshenaniganshere.”Howeveritjustdisplaysthepowerofit.

NowspeakingofDonaldTrump–let’stalkaboutpositioning,andcelebrity

positioningspecifically.

CONVERT PAGE55

©2018FrankKern

Ican’trememberthesitethatIgotthisonbutitsaidthathisfeetospeakis

$1.5million.Canyouimaginethat?Whyisthat?WhyintheworlddoesDonald

Trumpget$1.5milliontospeak?

Let’sthinkaboutitfromapracticalvaluestandpoint.Ishethebestspeaker?

Idon’tknow–he’sprettygoodIsuppose.Ipreferotherspeakers.

NothingagainstDonaldTrump.IfI’mgoingtopay$1.5millionI’dprobably

want go see someone else. Is he providing the best content? Is he the most

inspiring?Ishethemostarticulate?Allofthesearearguable,right?

Mostpeoplewouldsay,wellhe’sgood,butIdon’tknow,notreally,I’mnot

going to go seeDonald Trump and then have the ability towalk onwater or

anything.

So with all this said, how

thehell ishegettingpaidone

and half million bucks to

speak?Ithinkthespeechwas

like90minutesorsomething.

What’sgoingonhere?The

answer is this – because he’s

DonaldTrump.That’swhy.

DonaldTrumphastakenit

upone level fromcelebrity to

the very top position that is

themostmagnetic tomoney in theworldand that is thepositionof celebrity

authority.

CONVERT PAGE56

©2018FrankKern

There’snootherpositioninanymarketplacethatismore

magnetictomoneythanthatofcelebrityauthority.

TheDonaldTrumpcaseprovesit.

Iknowyou’veprobablyhearditbeforesothequestionisn’treally,“Howdo

weknowit’strue?”Becauseit’sprettymuchauniversallyacceptedfact.

Therealquestionis“Okay,howdowecreateanddeploythispositioningso

wecanutilizeitsbenefitsinourmarketingandinourmarketplace?”

CONVERT PAGE57

©2018FrankKern

Your positioning will be centered around what you want your marketplace to

think about you.

Step#1:HowtoCreateandDeployPositioningSolet’sgetonit.Steponeiswewanttodeterminewhatyourglobaldesired

positionis.

Here’swhatthismeansasitrelatestous.

Positioningisdifferentforguyslikeusthanitisforbigcorporations.We’re

notasconcernedaboutbrandingandstuff.

We’reconcernedaboutgettingasmuchmoneyaspossible

whiledeliveringthemostgoodwillwecantoourcommunity.

Your positioning will be centered

aroundwhatyouwantyourmarketplaceto

thinkaboutyou.

Here’sagoodwaytothinkaboutthis.

Imaginethatyouareabouttotakethestageinfrontof1,000idealprospects

–thebestpeopleyoucouldpossibilitybepresentingto.

The perfect prospects become your customers. How would you want

yourselftobeintroducedtothosepeople?

You’reabouttotakethestage,theemceeisabouttointroduceyou.Whatdo

youwantthatemceetosayaboutyou?

Askingyourself,“Whatitisyouwanthimtosayaboutyou?”isagreatwayto

reallyzeroinonwhatyouwantyourglobaldesiredpositionorperceptiontobe.

Herearesomewaystosortofworkitout.

CONVERT PAGE58

©2018FrankKern

The first thing you want to do is find out what your magic power is. Of

courseyouknowwhatyourmagicpoweris.Youmightbereallygoodatrapid

weightloss.Youmightbereallygoodatclientconversion.Youmightbereally

goodatinstitutingchangewithinsomeone.Whateveritis;that’syourthing.

For example, in our marketplace Jeff Walker, everyone knows him, loves

him;he’stheproductlaunchguy.AndyJenkinsisthevideoguy.

The next thing you need to understand and really identify is what your

superheroidentityis.

Thisisreallythecharacter,almost,thatyourmarketplaceknowsyouas.

I was a Mass Control surfer guy and then I switched to President of the

Internet,whichwaslargelybyaccident.Ifiguredhey,I’lltakeit.Whynot?Now

Ihavemoved tobeing theguywho isprimarily theconsultant to the internet

marketingindustry.

Soyoucandefinethis–aslongasit’strue,obviously.

Youcandefineitandyouneedtobeveryspecific

inwhatyouwantittobe.

Becausewhatyourmarketperceivesyouasisgoingtofunctionasameans

toincreaseyourconversion;increaseyourprofitability;increaseyourdemand,

andallmannerofstuff.Everything.

Soit’sreally,reallyimportant.

Thenextthingyouneedtounderstandiswhatyoustandforthatyoucan

presenttothemarketplaceandfinallywhatyoustandagainst.

CONVERT PAGE59

©2018FrankKern

• What is your magic power?

• What is your superhero identity? What do you stand FOR?

• What do you stand AGAINST?

I knowwe’re starting to get a little ethereal here – so letmebring it into

contextforyou.

Let’s take it back to thatday; you’re about to take the stage, 1,000people

there,you’restoked.Theyhaven’tmetyou–youwanttomakethebestpossible

impression you can and we know that you’re about to be introduced by the

emcee.

Whatdowewanthimtosay?

Wellagoodwaytocraftthat

andthusreallygetclearonwhat

yourglobaldesiredpositionis,is

to fill in the blanks in this

sentence:

“[Yourname]isknownasthemostsoughtafter[insertmagic

powerorsuperheroidentity]inthemarketplace.”

So that’s sentence number one. Incidentally, you could be known as the

something else. I’m just putting “themost sought after” but, if youwant, you

couldbeknownassomethingelse–whateveritis.

Thenextsentencesays,“Heorsheisfamousfor…”

…and now you fill in this blankwith the application of yourmagic power

appliedtowhatyoustandfor.

Iknowwe’regettingalittleweirdsoI’mgoingtoshowyouanexamplehere

inamoment.

Thenyouwrapthatsentenceupwithwhatyoustandagainst.

CONVERT PAGE60

©2018FrankKern

Thereasonthisisimportantisbecauseoneofthemostclassicandeffective

headlineformulasintheworldissomethingIcall“howtoyaywithoutboo.”In

otherwords,howtogetanawesomeresultwithoutbadstuff.

That’swhywewanttohavethisinthelastsentenceintermsofbuildingup

yourglobaldesiredperception.

Letmegoaheadandjustanswertheseblanksorfillinthissentenceforyou

asitwouldpertaintomyownbusiness.

IfIwerebeingintroducedhereiswhatIwouldwantthemtosayaboutme:

Frank Kern is known as the most sought after direct response Internet

marketingcopywriterandconsultant….

NowI’llstopthere–whatamIdoing?I’minsertingmysuperheroidentity

andalsomymagicpowertoadegree.

Yeah, mymagic power is getting clients, etc. for consultants, coaches and

serviceproviders,helping themstructure thatbusinessandachievesimplified

growth.

SoI’minsertingallofthatinthere.Andnowwecontinue:

Frank Kern is known as the most sought after direct response Internet

marketing,copywriterandconsultantintheonlinebusinesscommunity.

InthepreviousexampleIsaidinthe“marketplace.”Butyouwanttodefine

yourmarketplacealittlemore.SoIsaidinthe“onlinebusinesscommunity”.

Nowwe go to the second half of this – “He is famous for…” and now I’m

goingtoinserttheapplicationofthemagicpowerinconjunctionwithwhatitis

Istandfor.

CONVERT PAGE61

©2018FrankKern

HeisfamousforcreatingwildlyprofitableInternetmarketingpromotions…

That’stheapplicationofthemagicpower.

…thatalsoskyrocketbrandloyaltyandgoodwill.

Becausethat’swhatIstandfor.Ifanyone’sstudiedwithmeforanyamount

of timeyouknowthatmyprimarygoal isnotonly togeneratecustomersand

clientsbuttodosoinawaythatbuildsgoodwill.

Nowthefinalpartofthissentenceis:

…withoutbeingobnoxiousorevenremotelysalesy.

Whatarewetakingaway?ThethingthatIstandagainst.BecauseonethingI

can’t stand in the marketplace and in marketing in general is that hype-y

obnoxious“metoo”typeofstuff.

Somyassignmentforyouistoreallygetveryclearonthis.

Youdon’tactuallyhavetousethisasastatementinyour

advertisingbutyouwanttoframeallofyouradvertisingand

promotionalmaterialsaroundthisperception.

When youdo this exercise, this is howyou get really clear on your global

desiredperception.

Whatdoyouwantthemtothinkaboutyoubeforetheyevenhaveachance

tomeetyou?

CONVERT PAGE62

©2018FrankKern

Justtobringeverythingbackdowntomechanics,here’swhereweareinthe

equation. We just did that little exercise and figured out what you want the

positioning tobe.Wedid so in away thatwouldbe conducive to yougetting

moreclientsandcustomerswithgreaterease.

Wedidthe“Imagineyou’reabouttotalktoa1,000people.”

Oncewe’veestablishedyourglobaldesiredposition,onceweknowexactly

whatthatis,it’stimetodeployit.

Sonowwe’reinthisphaseoftheequation,whichispromotion. Thereare

three aspects to promotion and the first onewe’re going to dealwith here is

somethingcalledpre-framing.

Pre-Framing

ThefirstthingIuseaprocesscalledpre-framing.

Pre-framingisessentiallyusingmarketingtocontroltheir

opinionsandfeelingsaboutyoubeforetheyevenhaveachance

toreadyoursalesmessageorinteractwithyouinanyway.

It is literally just likethatannouncer introducingyouonstage. Everything

we’retalkingabouthereisbeforethepointatwhichtheyoptintoyourfunnel.

So,thispre-framingstuffalloccursbeforetheyevenoptin.

CONVERT PAGE63

©2018FrankKern

Ifit’sdoneproperly,bythetimetheyoptin,theyalreadyloveyou.Andmost

ofyourbattleisalreadywon.

Soletmeshowyouhowtodoit.

WetalkedaboutDonaldTrumpearlier.Let’stalkaboutwhathispre-frame

is.

This is stuff we believe about Donald

Trump before we even have a chance to

consume any Trump material or

propaganda.

WethinkDonaldTrumpisaboss. He’s

tobeobeyed.Hemightfireus.Hegetswhat

hewants.Andofcoursehe’sacelebrityand

he’sanauthorityonthetopicofmoneyand

businessingeneral.

He’sreallyestablishedallofthatpre-framing

andpositioningbeautifully.

Let’stalkabouthownormalfolkslikeusdoit.

We’renotinthemassmediaworld.Mostofusareintheonlineanddirect

responseworld.Howdowedoit?

Itisaprettysimpleprocesswithalotofmovingparts.Allofthisiseasyto

doifyoupayattentiontoit.

CONVERT PAGE64

©2018FrankKern

Whatwe’restartingwithoveron the left isourstartingpointandoveron

therightrepresentsusmakingmoney.

Herewegoinsequence.Thefirstthingwedo,justlikewedidaminuteago,

is we determine with great care our global desired perception or position. I

alwaysmixthemup.It’sthesamething.

Oncewedothat,wedecidetoestablishit:“I’mgoingtostakemyclaimhere.

I’mgoingtoplantthisflaginthemarketplace.I’mthisperson.ThisiswhatIstand

for. Here’smymagic power. Here’smy super identity. And here’swhat I stand

against.”

Nowthatwehavethat it’s timetodeploy it firstwithpre-framingthrough

marketing.

Here are some examples of pre-framing materials. These are things that

peoplecanseebeforetheyactuallyinteract.

● PPCadcopy. Itmatters;what they see in theadaffectseverything

theydoafterclickingonthead.Itsoundsbasicanditis.Butthere’sa

CONVERT PAGE65

©2018FrankKern

If you can get your stuff in someone else’s product, you

are pre-framing a buyer, which is perfect.

twist to it thatmakes itmorepowerful. I’ll explain in aminuteand

showyouanexample.

● Viralvideos.Thisisstufftheyseeofyou.I’llgiveyousomeexamples

inaminute.

● Syndicatedcontent:Inthiscase,thatmeansarticleswrittenbyyou

inotherpeople’sproductsandonotherpeople’swebsites.Ifyoucan

getyourstuffinsomeoneelse’sproductyouarepre-framingabuyer,

whichisperfect.

Thismeansthatsomeonehas

bought a similar product or

service to you and now they

are reading something

written by you, which thus

placesyoupsychologicallyon

a level playing fieldwith the sameperson they just gavemoney to.

Thatremovesalotofresistanceforyousoit’sabigone.

● Articles written by you. I was approached multiple times by

SUCCESSmagazine.Theysaid,“Doyouwanttodoanarticle?Doyou

wanttodoaninterview?”

Myresponsewasaresounding,“Hell,yes;Iwanttodoanarticleand

aninterview.Iwilldrivetoyourstudio.Iwilltakethetimeoutofmy

daytodothat.I’dbedelighted.”

Why? Because it’s good pre-framing.My namewas on the cover of

one of themore recent ones right above Richard Branson’s head –

whichIthoughtwasawesome.

CONVERT PAGE66

©2018FrankKern

Everything they see of you and the message they get

from you matters in the next part of the process.

● Interviews. Interviews with you is another one. Who you are

interviewed by makes a huge difference and who you are

interviewingcanmakeabigdifference.

● Blogposts.Blogpostsbyyouarealsogoodpre-framingthings.

● Forum contributions. I know people who actually do the vast

majority of their prospecting and client acquisition through

answeringquestionsonforumsandFacebook.Nokidding.

All of this is pre-framing. People are

seeing this with no pitch included at all.

They’rejustseeingyoubuteverythingthey

see of you and themessage they get from

youmattersinthenextpartofthisprocess.

Once we establish all of that, now we have the second phase – which is

somethingIcallindoctrination.Thisisreallywhatstartstohappenatthepoint

ofopt-inandbeyond.

Then, when they finally give you the money, we have something called a

conversionprocess.

I’m going towalk you through all of these thingshere. This is going to be

significantly important to those of youwho decide to implement this in your

business.

Mygoalhereisforyoutoimplementthiswitheaseandclarity

andthusmakesignificantprofitsasaresult.

Let’sseeifwecanmakeithappen,okay?

CONVERT PAGE67

©2018FrankKern

SomeExamples

The way I learn everything is by example so I figured I might share that

processwithyou.Soletmegiveyousomeexamples.

Hereisanexampleofpre-framingandPPC.Thisisanearlyone.I’llshowyou

arecentoneheresoon.This iswhenIwasdoingmyfirst testusingFacebook

advertising.

I don’t really talk about

this a lot but I have spent

almost$300,000inFacebook

PPC advertising in the past

fewyearspromotingmyown

brand.

Most of that money was

spentyearsago.

Thesedays,Ireallydon’thavetopromoteverymuchbecauseofwhatIdid–

whichisperfectlyinlinewitheverythingI’mtellingyounow.

SoallthestuffI’mtellingyoutodo,Ididit.ThatisthemomentumI’mriding

oncurrently,whichisawesome.

Let’slookattheelementsofpre-framing.

BackwhenIdidthis–itwas2010andIknowtheexampleisalittleblurry–

mysuperhero identitywas thiscrazy irreverentguy thathappened tomakea

wholebunchofmoney,Iwantedtobecongruentwiththat.

Beforetheyevenclick,theysee“Young,RichandCrazy”.

CONVERT PAGE68

©2018FrankKern

Now it’s important to understand something – and this is worth writing

downandreallyadheringtoregardlessofwhatyoudofromthispointforward.

Inmarketingandsalesnotonlydoyouwanttobe

magnetictotheclientsthatyouwant,youwantto

berepulsiveandrepellanttotheonesthatyoudonotwant.

So to this day I do notwant uptight, uncool, anal-retentive people. I don’t

work thatway. I’mnot going to dealwith it. I dowant fun, creative, exciting,

enthusiastic,optimisticpeople–whoarealsohardworkers.

Ifwelookatthisheadline,whatdoesitdo?Wellanuptightguywithastick

uphisassisgoingtolookatthisandgo,“Idon’tlikethisguy.”

Butsomeonewho’sprettycoolandprettyfuntoworkwithwilllookatthis

andsay,“Okay,maybeI’llcheckthisout.”

Nowthere’sanotherelementofpre-framinginhereaswell.

Remember I told youmy superhero identity – part of that is highest-paid

Internetmarketingconsultantintheworld.Actuallymytitleisalittlelonger!

Well, that’sanotherexampleofpre-framingrighthere inthead.So,before

theyevenopt-inorseeanythingaboutme, thisstuff isalready implanted into

theirsubconsciousandintotheirminds.

They’realreadyformingthatopinionbeforetheyevenhaveachancetodo

anythingelse.Youwantthemtobemalleable.Youwantthemtobereceptiveto

youbeforeyouevenpresent.

CONVERT PAGE69

©2018FrankKern

I’llshowyouanotherexample.RememberIsaidviralvideos.Checkthisout.

Thisvideoisnotmine.Thiswasuploadedyearsandyearsagobysomeone

goingbyFrankKernMassControlonYouTube.That isnotme. Idon’tupload

myownvideostoYouTube.Thiswasviewedover82,000times.

Nowthisisimportantbecauseitpre-framesmetobeonthelevelwithTony

Robbins;tobeanequalandappearwithTonyRobbins.

Why?Becausehe’sinterviewingJohnReeseandme.RememberwhenIsaid

whointerviewsyouisvery,veryimportant;itreallyhelpsyou.

CONVERT PAGE70

©2018FrankKern

If I got interviewed by Jeffrey Dahmer or Bernie Madoff or something I

wouldn’treallywantthattobeonYouTube.Thatwouldbekindofbadformy

positioning.

Buthey,whynottakeadvantageofthis?Soyoucanengineerthesethings.

InthisinterviewIdon’tpromotemyselforsellanythingofmineatallbutI

havegottencountlesscustomersandclientsasaresultofthisveryinterview.

Here’s another example, speaking of our friend Tony. This is when he

recordedsomefootageofmespeakingatoneofhiseventsinLasVegasandput

itonhisblog.

CONVERT PAGE71

©2018FrankKern

Pre-framenumberoneisthefactthatitisonTony’sblog.RememberIsaid

blog posts and articleswritten by you and about you can really help? This is

essentially the equivalent of a blogpostwrittenby and aboutme. It is a post

aboutmebutIamappearinginthepostonvideo.

Wehavealotofpre-framinggoingonthere.ThefactthatI’monthereispre-

framingmeasbeing in the sameuniverseand caliberas thesegreatbusiness

leaders,whichisatremendoushonorformeasyoucanimagine.

And there’s also a little more. In the body copy, I’m referred to as an

“Internetmarketinglegend.”

Incidentallyonthatday,I’llneverforgetit.Ididn’tplantospeakthatday.I

went, IsawTony.Therewasaguythathadaquestion.HewasinabusinessI

used tobe in–merchant servicesyearsago–andhehadaquestion. I texted

TonyandIsaid,“Heyman, ifyou’dlikemetoanswersomeofthesequestions

aboutlead-genI’dbehappyto.”

Thiswasoneofmyareasofexpertiseandstillis.Hegoes,“Cooldude,why

don’tyoutalktomorrow?”

I’m like, “Okay!” So I stay out super late the night before because it was

Vegas.What am I going to do, right? I stayed out all night the night before. I

showedupandI’mlike,“Okay,whattimedoIspeak,likeoneo’clock?”

They’relike,“Yeah,rightbeforeyouwe’vegotTony,PeterGuber,themovie

guy,andSteveWynn.”SoIhadtofollowthoseguys.Couldyouimagine?Itwas

crazy.

Iwasshakinginmyboots,butitwentoverwellandtherewasvideoofit.

CONVERT PAGE72

©2018FrankKern

That’ssomegoodpre-framingthere.That’sexactlywhatIwantmymarket

toseeandknow.

Asamatteroffact,thatstoryrighttherecouldactuallybeconsideredabitof

pre-framingtoimbedthatFrankKernisonthesamelevelwiththeseguys.He’s

abletotextTonyRobbinsandjustappearonhisstageonawhimandhe’sable

tospeakwiththeseincredibletitansofindustry.

Everythingyoudoandsaycanbeusedforyouin

yourfavor,ifdoneproperly.

Here’s another example of pre-framing – remember when I talked about

syndicatedcontent?Whereifyoucangetinterviewsoranycontentinsomeone

else’s product that youwant to access their customers and clients and you’re

reallydoingagoodjob?

Well, I helped Tony

create a series, still for

sale to this day, he talks

aboutonQVCalot.About

every twomonths I’ll get

all these texts and

Facebook messages,

“Tony Robbins is talking

about you on QVC.” It’s

awesome.

We created the series

–it’scalledMoneyMasters

– where he interviews people who are very successful in what we call new

media,whichistheInternetandnon-traditionalbusinesses.

CONVERT PAGE73

©2018FrankKern

Weconceptualizedandcreatedthistogether.Iamintheproductandonhis

page–andwehaveatriplepre-frame:

● ThefactthatI’monthepageisone.

● ThefactthatI’mintheproductisanother.

● He’s saying good things about me on the page itself, perpetuating

legend.Whichisperfect.

Allofthisstuff;everythingI’mshowingyouwhenpeoplesay,“Manhowdid

yougettobeengineeredinthismarketplacebeingsofamousandsuchacelebrity

andblah,blah,blah?”Thisisit.Thisisthebigsecret.

Do this stuff. You engineer it like this. None of it’s hard. I’m not doing

anythingparticularlydifficult.I’mjusttalking,answeringquestionsandstuff.

Here’sanotherone.Thisisavideointerviewthatsomebodydidwithmefor

amovie.

This was posted on a blog I

think by a client friend of mine,

Chris McCombs. It's a classic

example.

Those are some examples of

pre-framing. It gets all the way

fromtheminutia–thelittlePPCad,

thebannerad, thatemail someone

mightseeaboutyou,thearticlethat

youpublishedallthewayuptothebiggerstufflikebeinginsomeone'sproduct.

That’showpeoplelikeusengineerit.

CONVERT PAGE74

©2018FrankKern

This is where people drop the ball in business; they

don’t soften up the prospect.

Step#2:Indoctrination

Once they have come into our sphere as a result of our pre-framing

materials,ournextphase–intermsoffirmlyimplantingthispositioninginthe

marketplace and magnetically attracting who we want – is a process I call

indoctrination.

Yourindoctrinationmaterialsarewhattheyseeafterthey

havebeenpre-framedtoalreadythinkyou’reawesome.

This iswherepeopledroptheball in

our community and in all business; it's

thattheydon’tsoftenuptheprospect.

It’s kind of like, you say, “Hi, my

name’s Frank,” she goes “Hi,my name’s

Natalia.”Yousay, “HiNatalia, let’sgo tobed!”andshe’s like, “What thehell is

this?”

That’swhatpeopledoinbusiness.

Theydon’tdoanysortofcourtingoftheprospects.

Thispre-framingindoctrinationisallpsychologicallypowerfulstuffyoucan

do to make them want to do business with you before they even have the

chance.

This of course increases your demand and increases your intrinsic value;

increasesyourabilitytocharge.Everythingiseasierwhenyoudoit.

Indoctrinationand conversion is everything from the time theyopt-in and

landonthatlandingpagetoaftertheyhaveboughtandyourongoingrelations.

CONVERT PAGE75

©2018FrankKern

Indoctrinationmaterialsarewhattheyseeaftertheyhavebeenpre-framed

and the goal of indoctrinationmaterials is to control their levels of trust and

desireleadinguptoyourconversionprocess.

Letmeshowyouwhereweareintheequation.LikeIsaid,wewentthrough

anddeterminedthepositioningandwe’restillinthepromotioncategory.

We have attracted them through pre-framing and now it is time to build

themup, build up the desire and trust through indoctrination. So that is our

nextphase.

Now,whatareIndoctrinationmaterials?

Launchvideos:They’relaunchvideostoadegree;postopt-inlaunchvideos.

Thestuffyouseebeforeyouopt in toa launchseries ispre-framing,butonce

you’reinthefunnelthoseareindoctrinationmaterials.

Webinarsareindoctrinationmaterialstoadegreeandtheycanalsobeused

asconversionmechanisms.We’lltalkaboutthatinaminute.

Manifestos/PDFs:YouknowourmanRichSchefren?He’sadelightfulman

– just lovely. He broke into the industry and really made a huge splash by

creating a PDF, which was a manifesto. I’m guessing you’ve read it – “The

InternetBusinessManifesto”–Ithinkthat’swhatit’scalled.

CONVERT PAGE76

©2018FrankKern

The bottom line is don’t overthink this. Whatever one feels natural, use it.

It’s been downloaded like a million times by the way. Incidentally if you

haven’t readhisManifesto,whatdidyou justexperienced there? Pre-framing

forRich.

If you were to go read that Manifesto now, you would probably read it

through different eyes than if you saw it through a different pre-frame. I’m

tellingyouthisstuffisabigdeal.Thelittlethingsadduptohugethings.

Teleseminars:Nokidding – teleseminars. I knowadudewhodoes seven

figureswith recorded teleseminars. I swear to God. You guys probably know

him. It’s Kevin Nations. The guy does teleseminars. I mean dude, it’s 2014!

Seriously,teleseminars?

Buthedoesthemandtheyworkgreat.

Speakingofindoctrinationmaterials,whatarethebesttouse?Whatwork

thebest?

Well,videoisabigone–ifyou’renotusingvideo,startusingvideo.It’snot

hard.Ifyoulookterribleoncameraandyou’rescaredofbeingoncamera,then

don’tbeoncamera.Recordyourscreenandtalk.Nottoohard.Notabigdeal.

Youcannotgowrongwithwebinarsifdoneproperly;evensomewhatbadly,

theycanreallybevery,veryprofitable foryou fromasalesperspectiveanda

customerandprospectloyaltyperspective.

The bottom line is don’t overthink this.

Whateveronefeelsnatural,useit.

Kevincrushesitwithteleseminarssoyou

don’t have to overthink it. Use whatever

you’redrawnto.

CONVERT PAGE77

©2018FrankKern

Whichever one of these four – pick one and go. Don’t beat yourself over

havingtodoallof themperfectly. Justchoosewhicheveroneyouwanttoand

go.

I’mgoingtogiveyousomeexamplesofseveralofthese.

Thisisindoctrinationmaterialtoindoctrinatepeoplewhoalreadyknewme

intoviewingmeasthe

President of the

Internet.

This is from

2012’s State of the

InternetAddress.

I have done this

almost every year

since 2010 – I took

2013off.

Thisisacelebrity-buildingpieceofindoctrination.

Anotherone(notshown)wasforalaunchIdidcalled“ListControl”andthe

titleofthatvideowas“MysteriousStranger.”

That was one of my more famous videos, which got people to really be

indoctrinatedtomeassomeonewhoisaflat-outexpertondeliveringgoodwill

andbuildingsubscriberloyalty.

Thepurposeofthatindoctrinationvideowasn’ttomakeasale.

CONVERT PAGE78

©2018FrankKern

Thepurposeofthevideowastostrengthenthat

relationshipsothat,whenit’stimeto

makethesale,theconversioniseffortless.

Peoplearesaying,“Yeahdude,butIdon’twanttobeoncamera.Idon’thave

afancyvideoguy.Idon’thaveanytechnicalskills.”

Letme show you one ofmymore notorious yet highly effective pieces of

indoctrinationmaterial.

Idon’twantyoutobeintimidated

by the incredible degree of

professionalismIamexhibitinghere!

Iwrotethisonaplane.

Theguybesideme thought Iwas

completelyoutofmymind,I’msure.

This is something like a 20-30

page handwritten manifesto that I

wrote on a plane railing against the

negativity in the media and scarcity

mindset; it was used during a

promotion for a product that I

createdcalled“MassControl.”

ThisthingwasdownloadedI thinkeightyorahundredthousandtimes. It

wascirculatedlikecrazyandpeoplelovedit.

I wrote it by hand and ran it through a scanner. Boom! Indoctrination

material.

CONVERT PAGE79

©2018FrankKern

Wedon’thavetooverthinkthis.

Itjusthastohaveagoodmessage.

Andwhatyousayisimportant.

I’llsayallofthisagaintoreallyclarifyforyou.

Here’s the function of the indoctrination process: Number 1 is to further

establishpositioning.

So,whenIshowedyoutheStateoftheInternet,thatwaswhenIwasfurther

establishing moving away from crazy marketing guy to President of the

Internet;amorerealbusinessguy.

Thatwasreallyafunctionofpersonalmaturity.

Alotofpeoplesay,whydidyoudothat?Didyoufinditwasabetterwayto

attracttheclientsyouwant?

ThetruthofthematterisIjuststoppedpartyingallthetime.

Well I don’t actually live like this. There’s no point in pretending. I live a

morenormallifenowI’minmy40s.I’vegotchildren,etc.

Aswellastofurtherestablishpositioning,anotherobjectivewastoestablish

goodwill.I'vesaidthisbefore,I‘llsayituntilInolongerwalktheEarth:

Ourincomeisoften–andbyoftenImeanalmostalways–

directlyproportionaltotheamountofgoodwill

thatwehavewithourmarketplace.

Throughindoctrinationmaterials,youcanestablishandmaintaingoodwill.

CONVERT PAGE80

©2018FrankKern

Nowwhen you have that goodwill and they like you – they feel like they

knowyou,likeyouandtrustyou–whathappens?Yourconversionprocessis

moreefficient.

Whatisoneoftheways,oneoftheonlytwowayswecanincreaseprofits?

● Way#1:Optimizeyourconversionprocess.

● Way#2:Increaseprice.

Establishing goodwill, further establishing positioning does both. So you

reallycan’tgowrongthroughthisindoctrinationthing.

Anotherthingisyouestablishtrust.Whywon’tsomeonebuyfromyou?

Thereareonlytworeasonswhysomeonewon’tbuyfromyou.

● #1:Theydon’twantit.Sometimesthere’snotalotyoucandoabout

that.Heyiftheydon’twantit–theydon’twantit.

● #2: They don’t trust you. Well we can do a lot about that.

Indoctrinationmaterialestablishestrust.

The next point about indoctrination material is very, very important. It

buildsdesire.

We’ve all had this experiencewherewe see something – oh that’s kind of

cool.Butwedon’treallywantitbadly.

Then,overtime,we’reexposedtoitmoreandmoreandwe’relike,“ManI’ve

gottohaveoneofthose.”

That’swhenindoctrinationprocessaccelerates.

CONVERT PAGE81

©2018FrankKern

Weshouldneverassumethatsomeoneisjustgoingtowanttobuyourstuff

immediatelyuponseeingus.

Wehavetoreallyindoctrinatethemtofeellikethey

knowus,likeus,trustusandwantourstuff.

Theyhavetobuyintoourpositioningandidentifywiththatpositioning.

It is a very, very well-orchestrated, finely-tuned machine that can yield

massive,massiveresults.

ThankGod,nobodyreallydoesthisinourcommunity,whichisgreat.

Thatmakes it very simple for people like uswho arewilling tomake the

effort,whichisn’tparticularlythathardtodo.

And of course I’ve kind ofmade this point earlier; the purpose of it is to

greasethewheelsfortheconversionprocess.

Incidentallyallofthisstuffbuildsintrinsicvalue:

● Thepre-framingbuildsintrinsicvalue.

● Thepositioningisahugeintrinsicvaluebuilder.

● Indoctrinationcontinuestobuildthatvalue.

Andwhatdrivesprice?Intrinsicvalue.

Total value actually drives price but the most important part of that

equationwasintrinsicvalue.

I asked about the Rolls Royce $200,000 difference versus BMW – pretty

muchthesamecar.What’sthedifference?Intrinsicvalue.

CONVERT PAGE82

©2018FrankKern

Step#3:Conversion

Nowlet’stalkaboutstep#3,whichisconversion.Aconversionmechanism

issimplytheprocessthecustomergoesthroughwhentheygiveyoumoney.

Thegoaloftheconversionprocessorthe

conversionmechanismistomakethesale

whilemaintainingpositionandgoodwill.

Nowwehavetwochoices:

● Wecanseeifwecanworkhardenoughandlongenoughtobeoneof

the.05%ofthemarketingandbusinesspopulationwhoisamasterat

writingcopyandcraftingads.Thatisonewaytoincreaseconversion.

● Orwecanmasterpositioning,pre-framingandindoctrination.

Door#2is1000%easier.Amillionpercenteasier.Becauseit’snatural.

We’replayingtonaturalhumanpsychologywhenwedothat. Let’slookat

whereweareintheequationrightnowandI’llgiveyousomemorestuff.

CONVERT PAGE83

©2018FrankKern

Weestablishedpositioning;Iwalkedyouthroughthatexercise–the1,000

people thatyou’reabout tobe speaking toandyouwant themall to loveyou

throughwhattheybelieveaboutyoubeforeyoutakethestage.

Wesaid,“Hey,ifwe’regoingtowantthese1000peopletobelievethat,we

might as well want the world to believe that.” So we talked about how we

promotethatpositioningthroughpre-framingandindoctrination.

Andnowwe’reonconversion.Lookatthebigpicturehere.

We start by deploying magnetic positioning through pre-framing.

Rememberwewentover theexamplesofmagneticpositioningas itrelates to

ourmarkets.

Thenwesaid,okay,wepre-framedwithPPCads,guestappearanceonblogs,

atseminarseven,emailssentby jointventurepartners, syndicatedcontentor

evensoloads.Itdoesn’tmatter.Allkindsofstuff.

Thenwesaid,oncewe’veattractedthem,nowweneedtoreallybuildthat

desireandtrustandfurtherbuildintrinsicvaluethroughindoctrination.

CONVERT PAGE84

©2018FrankKern

Actually, indoctrination begins at the opt-in page and then what they see

immediatelyaftertheyopt-inmatters.

Thefollowupsequence,whatwesayintheemail,whatweputinourvideos,

whatweputinthePDFsthatwegivethem;whatwesayinthewebinarsthatwe

hold for them and even, if you want to go old school, what we say on the

teleseminars.Allofthatstuffleadstoaneasierconversionprocess.

TheConversionProcess

Let’stalkabouttheconversionprocess.Therearemultiplewaysyoucanget

money.

Themostefficientandmosteffectivewaytogetmoneyis,

ofcourse,aone-on-oneconversation.

It’s interesting; inmarketing–and Internetmarketingspecifically–wedo

everythingpossibletoavoidhumaninteraction.

Wetrytojumpthroughallofthesehoopsandmasterthesenearimpossible

artforms.Toadegree,wefocusoncraftingperfectsalespresentationsinprint

and on video to avoid one-on-one conversations; but if you do a one-on-one

conversationit’sliketheeasiestprocessintheworld.

Next is the sales letter, then the follow-up sequence, the video sales letter

andapieceofdirectmail.

Yourofferstructureitselfhasanimpactontheconversionprocess.

Blogpostscanactuallybepartoftheconversionprocess.

CONVERT PAGE85

©2018FrankKern

The Triangle of Trust is simple. You

make a video about something

you’re selling and you put it on your

blog. The video does the selling for

you, and there can be a link to the

sales letter or order form below it.

Then you simply send out an email

telling them about your recent video

blog post.

Thatmaysoundstrangebut, if you’re familiarwithmy “TriangleofTrust”

methodology,blogpostscanselllikecrazywhilestilldeliveringgoodwill.

Westartwithmagneticpositioning throughpre-framing;wesoften them

up through indoctrination and then, if we do that properly, our conversion

processcansometimesbehorribleandwe’llstillgetthesale.

TheStealthModeforConversion

Iwanttowalkyouthroughexactlywhy,butletmeshowyouhowwedoall

ofthisinstealthmodefirst.

CONVERT PAGE86

©2018FrankKern

Wewant to startwith thegoalof effective, easy conversionbeingourend

resulthere.

We’re going to go through this as if we’re using celebrity authority

positioning.

We start out by pre-framing to establish the celebrity and authority

positioning.

Thenextthingwedoisweeducatetheminourindoctrinationmaterials;we

educate them to further establish the authority positioning so that they can

comeinthinking,“Oh,thisguyisfamousforallkindsofstuff.”

Thentheycomeinandwestartprovidingvalueandeducatingthem.

Whenyoueducate,thebrainautomaticallyassumesauthority.

Sowecanwriteabook;thebookcanbeacompletehorseshit,butthepeople

who read the book say, “Oh, this guy must know he's talking about. He's an

authority on the subject, hewrote thebook”, right?Well, that's the sad truth.

Fortunately,mostbooks are accuratebutmanyof themarenot. So education

createsasenseofauthority.

Furthering thisprocess,weengagewith themtoestablishgoodwill,desire

and trust.These threearepartof indoctrinationandwemotivate and inspire

themtoretainourpositioningandcreatemoreloyaltywiththem.

I'll give you an example of that. One indoctrination email I sent had the

subjectline,“Ibelieveinyou,”andtheemaildidn'tsellanything.

CONVERT PAGE87

©2018FrankKern

Therewasno link in theemail. Itwas telling the storyabouthowmy late

grandfather used to tell me that I could do anything that I wanted to do if I

workedhard,putmymindtoitandIbelievedhim.

It'sbecauseofhisfaithinmeandthosewordsofhisthatIgotthroughmany,

many hard times and challenges in my life; they are directly responsible for

someofthesuccessthatI'veexperienced.SoIwrotemylist,Itoldthemabout

thatandIsaid,

“Ijustwantyoutoknow–incaseyoudon'teverhearthisfromanyonelikeI

gottohearit–thatIbelieveinyou,andyoucandoitandhanginthere.”

I'lltellyou,thatemailistheoneofthemostimpactfulemailsI'veeversent.

ThatwasyearsagoandIstillhavepeopletalkingaboutittothisday.

Neverunderestimatemotivatingandinspiring

toretainpositionandcreateloyalty.

It'salsoagoodthingtodo;itfeelsgoodtomakesomeonehappy.Youknow,

justspreadpositivityintheworld.Wouldn'tyouagree?

Finally,toaidineffectiveconversion,allofthesethingsIjustmentionedare

designed to pull that prospect to you instead of pushing your products and

servicesonthem.

Now, about conversion, here's the fact. The further removed from your

conversionprocessyouare,themorecomplexitmustbe.

Remember I said, we're terrified of human interaction because we're

introvertedinternetmarketers,likesomanyothers,right?

CONVERT PAGE88

©2018FrankKern

Your pre-framing and indoctrination efforts have more

effect on your conversion than all the tricks and tactics combined.

Sowebuildallthesecomplexmachinesbasicallytoengineerasalewithout

ushavingtodealwithanybody.

Well,ifyoujustdealwithsomeone,itbecomesmindlesslysimple,right?

Ifyou'relookingtoincreasetheeaseofwhatyousell,justevenemailing

backandforthwiththeprospectpersonally,cancreatemassivesales.

Infactrecently,inthispastyear,Ididthreeexperimentswiththatandsold

over a quarter million dollars’ worth of stuff by email only. No sales letter;

nothing.Justemailsbackandforth.Itwasphenomenal.

ThePowerofPre-framingandIndoctrination

Now, advancing onwards,

another fact. Your pre-framing and

indoctrination efforts have more

effect on your conversion than all

thetricksandtacticscombined.

Youcanusetheredbuttonorthe

bluebuttonor change theheadlines all youwant. It's going to give you some

incrementalbenefit.But…

Youwillhavebreakthroughlevelchangewhen

youmasterpre-framingandindoctrination.

Infact,Iwillamendthatstatement.Idon'tbelieveyouhavetomasterit. I

believe you could do it half-assed and still have breakthrough level change

becausenobodyelsedoesit,right?

CONVERT PAGE89

©2018FrankKern

We'reallinthesamemarketplace.Weseewhateverybodyelsedoes.

● It'snotthathardtobedifferent.

● It'snotthathardtobebetter.

I'minvitingyourightnowtoriseupandbebetter.

Now let me prove all this stuff – how important pre-framing and

indoctrinationis,andhowitaffectstheconversionprocess.

TheAngelinaJolieTest

IthinkAngelinaJolieisthesecondmostbeautifulwomanintheworld,next

to my wife Natalia who, interestingly enough, looks in many ways a lot like

AngelinaJolie,I'mhappytoreport!

Angelina is a beautiful lady; now some

folks are saying, “Well, Yeah? Okay, but

there's a lotofbeautifulwomen.Haveyou

even been to Ukraine or Russia for

example? They're all over the place. It's

crazy,right?”

So, what makes this lady so special?

Well first of all, of course she is naturally

beautiful, just like you and I, in regards to

ourabilitytofulfillourpromises.

CONVERT PAGE90

©2018FrankKern

Soifherpromisewas,“Iwanttodelivertheexperienceofyoubeingwitha

beautiful woman,” she can do it just like that. If I promise you I'm going to

delivertoyougoodadviceoncustomeracquisition,Icandoitjustlikethat.

If you're going to promise yourmarketplace that you can deliver to them

thiscertainexperienceandthiscertainservice,youcandothat.Right?

So,we'veallgotthatgoingforward,sowhatmakeshersoindemand?

Well,itispositioningandpre-framing.

Now, look at this. You've seen this, I'm sure. She has been on a gazillion

magazinecovers,right?

Here she is being pre-framed as “The Sexiest Woman Alive” by Esquire

Magazine. That's a pretty big statement,

“SexiestWomanAlive”!

Andnow,hereinPeopleMagazine,she

is listed as one of the 100Most Beautiful

People,intheworld.

Classicpre-framing,classicpositioning.

Now, let's talk about Angelina Jolie

tryingtogetadate.

Howharddoyouthinkitwouldbefor

hertogetadateifthiswasthesalesletter

shesenttoalistof500billionaires?

Let'ssaywehave500billionaireeligiblebachelormen;verypowerful,very

discerningmen.

CONVERT PAGE91

©2018FrankKern

Howharddoyouthinkitwouldbeforhertogetadateifshesentthisletter

tothem?

Dear Peckerheads,

Which one of you losers wants to buy me gifts, take me

around the world on luxurious adventures and cater to my

every whim?

You need to let me know in the next 12 seconds or

forget about it.

Hurry up, dammit!

Angelina

Iguaranteeyou,assureasthesunwillrisetomorrow,thatherresponserate

from that letterwouldbebetter than just about anything youor I could ever

createforourownadvertising.

Why?

● Becauseofherpositioning.

● Becauseoftheindoctrination.

● Becauseofherpre-framing.

Thesebillionairedudescanprobablyhavewhateverbeautifulwomaninthe

worldthattheywantasdates,butAngelina'sspecial.She'sonmagazinecovers;

it says right here in the magazine that she's the Sexiest Woman Alive. That

buildsupallmannerofintrinsicvalue.

CONVERT PAGE92

©2018FrankKern

In marketing, we can cause the same type of

compliance with our prospects.

NowIhappentothinkthatAngelinaisaverybeautifulladyandIthinkshe

hasdonealotofgoodthingsintheworld;soIlikeherandI'mhappythatshe's

sopopular,right?

Butthatisaclassicexampleofhowthisworks.

Wecanengineerthis.ItrytodresslikeAngelinaJoliesometimes.Itdoesn't

gooveraswellasIwantitto!

But in other areas of marketing and

sales, we can cause the same type of

compliancewithourprospects.

Of course, we would never want to

mistreatsomeonelikethislettersuggestsbutwecanbuilduphugedemandand

intrinsicvalue.Wedon'tevenhavetobemasteradvertisersandcopywritersin

ordertomakethesaleifwedotheotherstepsproperly.

CONVERT PAGE93

©2018FrankKern

ConversionisAlsoIncreasedthroughProcess

Now we know that conversion is made easier through intrinsic value,

deployedbypositioningandspecificallypre-framingandindoctrination.

But it isalsomadeeasierofcourse,throughprocess.Now,noticeI'veused

thislast.Weestablishedpositioning,wetalkedaboutpromotionandnowwe're

talkingaboutprocess.

I'vedonethislastbecauseinmyopinionit'stheleastimportant.

Processiswhateverybodyfocuseson,

butit'sreallytheleastimportant.

Processishowallthemovingpartsfittogether–doyouusetheredbutton

orthebluebutton;howisyouropt-inpagelaidout,etc.?

Yeah,it'simportantbutit'snotnearlyasimportantastheotherstuff.

So,letmegiveyouanexampleofaveryeffectivecampaigndonerecently.

Ipromised to takeyoubehind thescenesofsomerecentstuffhere, so I'm

goingtodothatrightnow.I'mgoingtojustwalkyouthroughthistoshowyou

allthisstuffdeployedinsemi-realtime.Thishappenedveryrecently.

CONVERT PAGE94

©2018FrankKern

Firstofall,IranacampaignandIdecided,asIalwaysdo,toclearlyidentify

theglobaldesiredpositionthatIwantpeopletoadoptinrelationtothis.

➢ Numberoneis,Iwanttobeperceivedasdifferentfrom“them.”

In this case, the “them” is all the other internetmarketing guys. Right

now,therearemanyofthem.

My friends are delightful people, but the worst thing you could be

perceivedasinyourmarketplace–asidefromahorribleperson–isjust

another “blank.” So, the worst thing I could be perceived as is just

anothermarketer,right?Justanotherinternetguy.

You don't want that. So I immediately

wantedtodifferentiate.Bigdealforme,

right?

And whatever is a big deal for you is

okay. I'm justgivingmyperspectiveon

thisparticularcampaign,I'mnottelling

you something to adopt. Although,

differentiationwascritical.

➢ The second thing, I wanted to be globally adopted here is that “Frank

Kernactuallygivesadamn.”

Unlike the other guys who send 900 million emails during the latest

launchofthesecond,Kerndoesnot.Heactuallycares,hehastakenthe

timetofindoutexactlyhowhecanbestserveme.

ThatissomethingIwantedtoconveythroughthispromotion.

➢ Thethirdisthat“FrankKernwillactuallyhelpmegetwhatIwant.”

CONVERT PAGE95

©2018FrankKern

So these are the three things that Iwant people to feel aboutmeprior to

havinganyabilitytogivememoneyatall.HowdoIdothat?

CaseStudy

IstartwiththePPCad–andIusepre-indoctrinationinthisPPCad.

In this case, I am using a

PPC ad on Facebook to ask

for their advice, and display

differentiation.

So, I'm being different

because no one ever asks

people for help in an ad.

They're always like, “Hey, comehere andgetmy stuff because I'mawesome.”

Well,thisisthepolaroppositeofthat.

Immediately,thatisconveyingandpre-framingthepositioning

thatFrankKernisnotjustanothermarketingguy.

ThefactthatI'mactuallyaskingthemaquestionandaskingtheiradvicefor

somethingshowsthatIactuallygiveadamn.

So a lot is done just in the ad. Just one little sentence can make all the

difference,right?

Inthiscase,Icouldsay“FreeReportRevealsHowtoDoStuff”andmywhole

situationwould have been different, but insteadwe leadwith this because it

wasbasedonthisformulaI'mshowingyou.

Ournextstepistheyclickontheadandtheygotoanopt-inpage.

CONVERT PAGE96

©2018FrankKern

Nowremember,oneofthepiecesofthe

positioning that Iwanted to convey is that

FrankKernactuallygivesadamn.

So,myquestionhereontheopt-inpage

is “Will You Answer Four Multiple Choice

Questions and Tell Me What Kind Of

WebinarsYouWantNext?”

That implies that I actually care –

becauseIdo;otherwiseIwouldn’task.

Wearecreatingthatpositioningandpre-framing

thatpositioningrightthereontheopt-inpage.

Incidentally,noticehowdifferentthatisfromeveryotheropt-inpageyou've

everseen.

It's simply a question. It's not the usual

“Free Report Reveals a Big Benefit” that is

usuallyjustabunchofhype.

ItisbasicallyhowcanIserveyoubetter?

I'minterested.

Theyclickonthatandnow,they'retaken

toanactualsurvey.So,thisiscongruence.

On the survey (sorry it’s blurry so you

won’t be able to read it all) were real

questionslike:

CONVERT PAGE97

©2018FrankKern

● Whattimeofthedaywouldyoulikemetodothemforyou?

● Howwouldyoulikethemtobedone?

● Whatwouldyouliketolearnabout?

● Whattypeofbusinessareyouin?

Sowhat does all of this do? This furthers the positioning that FrankKern

actuallygivesadamn,andFrankKerncanhelpmegetwhatIwant.

After theyclick “submit”on thesurvey, they're taken to thispageand this

pagegivesthemsomething.

In this case, it shows

them some preliminary

results. It then has a video

teachingthemoneofthebest

ways that I know to achieve

some of the goals they said

they wanted to learn about

onthesurvey.

In doing all of that, it is

conveyingthatotherpieceofpositioning,whichisthatFrankKerncanactually

helpmegetwhatIwant.

Beforetheyhaveanyabilitytoevenconsiderbuyinganything

fromme,allofthesethingsareimplanted.

AndIjustdon'tcomeoutandsayit;Iactuallydemonstrateitthroughaction.

That'soneofthereally,reallybigtakeawayshere.

CONVERT PAGE98

©2018FrankKern

Of course, at the end of that video, they had the opportunity to buy

somethingfromme.Itwasrelativeinexpensive–twopaymentsof$97.

Whathappenedthere?Well,itworked.Let'stalkaboutit.

TheProcessandResults

It takesa lotofpieces tomakeaconversionmechanismactuallycomplete.

People think about each individual piece; I always want you to look at it

synergistically.

● IboughtthetrafficonFacebook.

● Theyclickedonthead.

● Theywenttotheopt-inpage.

● They completed the survey. It costme $0.79 per survey taken; not

justanopt-in,butsomeonewhoactuallycompetedthesurvey).

● Thevideodeliveredvalue,builtgoodwill,educatedand inspiredmy

prospectsandmadesalesattherateof2.1%.

So,here'swhatallofthismeans.

Ispent$0.79persurveytaken–and,ofcourse,youhavetoopt-intotakethe

survey.Soforevery100emailsandallthatdatacollected, itcostmeonly$79

throughadvertising.

I had a 2.1% conversion rate on the video to sales so each 100 people at

2.1% conversion, brought in $407.40 – pretty good, right? Considering that it

costme$79togetthem.

CONVERT PAGE99

©2018FrankKern

So if I subtract that$79hard cost, from the sales

brought in, kablaaam! Imade $328.40 net profit per

100 subscribers that came in through this big

conversionmechanism.

I'mshowingyou this todemonstrate,not just tell

you, but to demonstrate the importance and relative

easeofmakingthisworkifyoutakethetimetothink

itthrough.

Noneofthiswasfancy,okay?

I mean seriously. Look at how simple the opt-in

pagewas;therewasnopicture,therewasnothing.Thesurvey,nothingtoit.The

video, it's me talking on the computer microphone while I'm pressing the

spacebarontheKeynotepresentation. Ihostedthepagesonleadpages.net–a

greatlittleplatformforbuildingopt-inpagesandstuff.

Igotpaid$328.40netprofitforevery100subscribersthatcameinthrough

thisfunnel.Prettygood!

I also sent this tomy list by theway, sowhat I'm showing you is just the

Facebookadvertisingresults. Ialsosentmylist throughthesameprocess, the

onlydifference is that if they'realreadyonmylist, Isendthemstraighttothe

survey.

So, total sales from just this phase of the process that I'm showing you –

includingthemailingandtrafficfrommyexistinglist–$25,220.00sofar.

Didanyofthatlooklikeapitchtoyou?No.Itdeliveredgoodwillandfurther

cementedthepositioning.

CONVERT PAGE100

©2018FrankKern

However,we'renotdone.

As they say in the infomercial; “But that’s not all,what else have they got

Bob?”

Well,wealsogetphasetwoofthis.

Phase2:WhatHappenedNext

After everyone got done taking the survey and I got all that data, I did

anotherhalfoftheequation.

I sent this email to everybody that took

the survey and, in this case, the email's

saying:

“Hey,Imadethisvideotosaythankyoufor

taking the survey and I'm showing you what

everyonewanted to learn and I also want to

teach you some stuff in here and then I'm

goingtoofferyousomemorestuff.”

So, people read the email, it was non-

pushy, not an uncool email at all; it was “I

made you a video, I hope you enjoy it, here

yougo.”

CONVERT PAGE101

©2018FrankKern

Whentheyclickedonthelinkinthevideo,theywenttoapagelikethis:

Thispagehadthevideoaspromisedanditalsogavethemtheabilitytoopt-

intogetmorefreetraining.

Again,it’s:give,give,give,give;indoctrinate,indoctrinate,indoctrinate.

So in thevideo I'm indoctrinating, I'm teaching. I’mcontinuing togiveand

delivervalue.AndI'mgivingthemexactlywhatitistheyaskedforinthesurvey.

AgainthatiscongruentwiththeglobaldesiredpositionthatIwant,whichis

“FrankKerngivesadamn”and“FrankKern isdifferent”and“FrankKernwill

actuallyhelpme.”

So,oncetheydidthat,iftheychosetoreceivemorefreetrainingbysimply

enteringtheirnameandemailaddress,aftertheyenteredtheiremailaddressI

gavethemevenmorestuff.

CONVERT PAGE102

©2018FrankKern

Iwalked them through a $100,000 case study and at the end of that case

studyImadeanoffer.

So,howwelldiditwork?

Again, the point of all of this is to demonstrate a recent campaign and to

show you the importance of process – how everything fits together and is

thoughtoutproperly.

Well,let'sgothroughit,checkitout.

Starting with the page offering the free training, the conversion rate was

pretty,prettygood.Itwasa50%opt-inrate.

I almost wish it was 50.07% because it would sound better, but it was

literally50%.Deadevenopt-inrate.Gofigure.

Soafter theyopt in, Igive themthe$100,000casestudyright there in the

video,it'sabout20minutesorso,giveortake.AndthenImadeanoffer.

Theofferattheendofthatvideoconvertedat3.2%.So,3.2%ofpeoplewho

watchedthatvideoboughtsomething.

Sowhatdoesthatallmean?

Well,thatmeansthatfromtheopt-inpagealoneIgot3,122–andcounting–

webinarregistrants.That'sprettygood.

Youwant people on yourwebinar so that, if you choose to sell stuff, you

couldsellthemstuff,right?So,thatworkedprettygood.

Nowthatlittlevideohasbroughtin$19,400.00insalessofar.Justfromthat

video.Andthey'restillcomingin.I'mnotgoingtocomplainaboutthatatall.

CONVERT PAGE103

©2018FrankKern

OverviewofProcess

WhatI justwalkedyouthoughisanexampleofgoodprocess.Mostpeople

thinkprocessissendtraffictosalesletter.

Well, ifyouwanttobemakingthekindofmoneyyou'vebeenmakingnow

thenyeah,dothat.

Ifyouwanttodramaticallyincreaseyourrevenueandjointhe

1%,youneedtorethinkwhatprocessreallyis.

Incidentallynoneofthiswashard.Ittookmelikeadaytodothis.Attheend

oftheday,Igottwolandingpages,asurveyandavideopage.Notthathard.

Sowhatarethetotalsalesfrombothofthesephases?

Incidentallythis isallonebigprocess:phaseoneandphasetwothatI just

walkedyouthrough.

Well,totalsalesare$44,620.00.Okay?

Thatiswhyyoureallyneedtounderstandthatprocessmatters.

Andwhatmakesprocessworkbestiswhenitiscongruentwithmaintaining

yourglobaldesiredperceptionorposition.

CONVERT PAGE104

©2018FrankKern

Let'swalk quickly through thewhole process from start to finish because

there'smoretoitthanmeetstheeye.

Atthestart,Ihavemyglobaldesiredposition.

I started to promote that positioning through pre-framing and

indoctrinationonbothemailandFacebook.

Yourememberwhattheglobaldesiredpositioningwas?

Itwasjustthreelittleparts:“FrankKernisdifferent.He'snotlikethoseother

dudes.Heisnotjustanotherinternetmarketingguy.Heactuallygivesadamn.His

stuffworks.Hecanhelpme.”

Thentheywenttothewebsitesotheydidallmannerofstuff.Theyoptedin,

theytookthesurvey,theysawthebigasswhiteboardvideo–theonethatgave

themthesurveyresultsandinvitedthemforfurthertraining;thatconvertedat

50%.Awesome.

Thentheysawmultiplepitches,too.Well,twotobeexact.Butstillmultiple.

Andtheyconvertedgreat.

CONVERT PAGE105

©2018FrankKern

TheSurveyLessonVSL(VideoSalesLetter)convertedat3.2%.Ridiculous.It

wasn'tevenahardpitch.

And then there are more pieces to the puzzle. Those very people were

invitedtoawebinarandattheendofthiswebinartheremightbeacompletely

unrelatedpitchforatinygroupconsultingprogram.

So,wehaveyettoseehowitultimatelypansoutbutjustthinkaboutthis.

Whatifnobodyboughtanythingelsefromthatpointforward?

Well, gosh. I've got 3,122 people – and counting – registered for the free

training,which of course educates, inspires and furthers positioning and also

makesanoffer.

Soheck,even ifnoonedoesanything, it'salreadybrought in$44,620.00–

andcounting–insales.That'snottooshabby,isit?

WhyamIshowingittoyou?

Again, to illustrate what can be done with relative ease and simplicity –

whilegeneratingmassivegoodwillandprovidingvalueinyourmarketplace–if

youjustpayattentiontotheeasierstuffthateveryoneelseisoverlooking.

EvenifIdidn'tincludethatgreattrainingattheend,I'djusthavebeenpaid

$44,620.00tomaintaingoodpositioningandfurtherindoctrinateprospects.So,

youreallycan'tgowrongwiththat.

CONVERT PAGE106

©2018FrankKern

This is an asset that will continue to put out the

word forever!

TheBigSecret

Buthere'sthebigsecretaroundthisstuff.

What I actually didwith thatwhole promotion Iwalked you throughwas

this:

Itwasnotjustapromotion;Icreatedanasset

formybusinessandmybrand.

Thatisanassetthatwillcontinuetoput

outthewordforever.Ifapromotionworks

one time, chances are itwill keepworking

foralongtime.

Forexample,what if I toldyouIhaveusedthisverysamestructure in the

past,andwhatifItoldyouthatitsresultshadbeenalmostidenticaleverysingle

timeforthreestraightyearsinarow?

Withthatinmindlogicstates,“Hey,nexttimeIneed44grandandcounting

andsomegoodwill,Icandeploythisexactsameassetandexpecttheverysame

result.”

The best part of the whole thing is it didn't count as a pitch at all. I'm

deliveringvalue.

IfsomeoneleavesbeforeIevengetachancetomakeanoffertothem,Ifeel

prettygoodknowingthatIprobablyhelpedthemalot.Andthat'sgreat.Because

Idon'treallyhavetosellthatmuchstuff.

Neither do you if we focus on the top of themarketplace and attract the

perfectpeoplethroughpositioningandindoctrinationandpre-framing,etc.

CONVERT PAGE107

©2018FrankKern

Sohere'sthething.Allfolksonlineandmost–ifnotall–ofyourcompetition

arealwaysaskingabouttacticalstuff,right?

“WhatcouldIdotosellmorestuff?”

Youknowwhat?That'snotthequestiontobeasking.

Therightquestiontobeaskingisthis:

“HowmanydeployableassetscanIcreateinmybusinessthat

consistentlyprovidetheincomeIwantwhilemaintainingmy

positioningandsimultaneouslybuildinggoodwill?”

Thatiswhereourfocusshouldbe.Notthislittleincremental improvement

likeeverybodyelseisdoing.

See,there'stwotypesofthinking.

DumbGuyThinking

We'vegotdumbguythinkingandhere's thedeal.Mostpeopleneverthink

aboutpositioningandlong-termstrategy.

That'swhyyougetahundredemailsadayaboutthelaunchoftheminute.

Look, I'mnot going to saynames; it’s a viable strategy. Itmakes salesbut

hey,you'reaprospect,areyousickofitornot?You'resickofit.

All that'sdonewithout any conscious thought given to strategic long-term

planning.

Andthat'swhypeopledon'tlast.

CONVERT PAGE108

©2018FrankKern

Most folks only focus on, “What can I sell today to

meet my income goals?”

That'swhyyou'vegotaguywith300,000peopleonthelist

andhegetslike500clickswhenheemails.

Becausethat’sdumbguythinking.

Mostfolksonlyfocuson“WhatcanIselltodaytomeetmyincomegoals?”

And then theymake itworse. The next question that immediately follows

thatoneis:

“What'stheveryleastIcoulddoinordertomeet

thosegoals?HowdoIliveuptothisinternetdream

of doing absolutely nothing and havingmoney fall

fromthesky?”

Well,that'sdumbguythinking.

Sowehaveachoice.Remember,Isaidifyoukeepdoingthestuff…

NowI’mnotsayingyou’reusingdumbguythinking–ifyouare,it’stimeto

stop.Theoldstuffisgoingtogetustheoldresults.

Wehavetoshiftourthinking.

RichGuyThinking

So,let'stalkaboutrichguythinking.

Richguythinksdifferently.Richguythinks:

“HowdoIcreate,nurtureandperpetuatepositioningthat ismagnetic tomy

targetmarket?

HowdoIpullthesepeopletomeallthetime?

CONVERT PAGE109

©2018FrankKern

Rich guys deliberately engineer everything they do so that it goes from being a

one-off promotion to an asset.

HowdoIcreateindoctrinationconversionprocessesthatbuildintrinsicvalue

thus increasing my demand, thus increasing my ability to charge more, thus

making the conversion process more effective while simultaneously selling like

crazy?”

Rich guys deliberately engineer

everything theydoso that it goes from

being a one-off promotion to an asset

that can continuously and

systematically and predictably bring

youmoneyasaresult.

Sowhat I'mtellingyouandwhat I'maskingyou todo is tomake theshift

andnoticeasyourbusinessdramaticallyincreases.

Ifirmlybelievethatyoucandoubleifnottripleorquadrupleyourbusiness

bymakingthistypeofshift.

Don'tthinkabouttheopportunisticone-offlittlepromo.

Don'tbethinkingabout“HowcanIwriteabetterheadline?”

That'sMickeyMousestuff.That'swhatmygrandfatherusedtocallstuffthat

wasn'tcool.

He used to say “Son, that's just a bunch of Mickey Mouse bullshit.” Well,

that'swhathewouldsayaboutthattypeofthinking.

Here’swhatIwantyoutothinkaboutinstead:

Iwantyoutothinkaboutcreatinganddeployingtheseassets

usingtheequationsandstrategiesIhaveshownyouhere.

CONVERT PAGE110

©2018FrankKern

TheDifferenceItMade

Iwanttosharewithyouhowitchangedmylifeandmybusinesslife.

Here’sthedeal.Ihaven’tdonealaunchorcreatedaproductsince2010.

Iessentially leftthemarketplace,whichiswhyallyoueverreallyseefrom

meistheoccasionalwebinarorcontentvideoorlittlesurvey.

Idon’te-mailpeopleallthetime.I’mnotallovertheplace.Idon’thavetobe

becauseImadetheshift.

In 2011, I didn’t really work at all. I just kind of needed a break and I

consciouslydecidedIwouldchilloutandsurfalotin2011.

In2012,Ididn’tworkverymucheither.Itookmostof2012offbecauseIgot

marriedtomybeautifulwifeNataliaandIhadason,hisnameisAlexander.He

isawesome-hedoesnotlikesleepthoughatall.

When he’s a teenager, I’m going towake him up 5.30 everymorning and

we’regoingtodoyardworkorsomething:that’smyrevenge!

Istartedworking inearnest in Julyof2012anditpaidoffprettygood.My

total revenue for that yearwas $2,530,000 - that excludes endorsements like

affiliaterevenueandstuff.That’sjustfrommyownefforts.

Soitwasaprettygoodyear,especiallyconsideringthatIwasessentiallyout

ofthemarketplaceandlayingdeliberatelylowasaresultofnewfamilyandjust

notwantingtoworkthathard.

In2013,Imadeafundamentalshiftagain.Idecidedthatreallymyverybest

workisdoneinhigher-endconsultingandgroupcoachingwithpeoplethatare

reallyactivelydoingbusiness.

CONVERT PAGE111

©2018FrankKern

I structured the business so I only “have to” work from nine to noon three

days a week.

Iworkedspecificallywithacertaintypeofbusiness–thosewhoselladvice

asconsulting,coachingorthosewhodoanysortofdone-for-youservicelikead

management,marketing.

I’veevenworkedwithattorneys,financialservicesguys.

So I made that shift in 2013 and I

structured the business so I only “have to”

work from nine to noon three days aweek.

That’smysortofestablishedpattern;you’ve

gottodostuffonthesedays,businesshours.

So I cutback evenmorebut Imade the shift that I just showedyouand I

startedcreatingtheseassetslikeIwalkedyouthrough.

So, as a resultof that, thebusiness ina typical averagemonth–excluding

affiliateendorsements–isabout$200,000.

Andwhat’smyprofit?Well,I’llletyou’llbethejudgeofthat.

Idon’treallyadvertiseatallandIhaveoneemployee.Idon’tshipanyhard

goods,IprovideadviceovertheInternettopeople.

Soonecansaythatit’saprettygoodprofitmargin.

It’saprettygoodgigmakingtheshift.

Incidentallythisisaveryscalableoperation.Ijustreallydon’tfeellikedoing

muchmorethanthat.

Ihavealotofambitionuptoapoint.YouknowwhatImean?Andthen,OK,

therearewavesuptherethatneedtoberiddenbypeoplelikeme.

CONVERT PAGE112

©2018FrankKern

HowIDidIt

I’m sure you don’t really care about my business, more like, “How can I

continuetolearnstufffromyousothatIactuallydosomeofthis?”

SoletmeshowyouhowIdidit.

ThefirstthingIdidwasIshiftedfocusfrompromotionsandproducts.

Insteadofthinkingabout,“Okay,what'smynextpromotion?What'smynext

product?”andallthatstuff,Istartedthinkingabout:

“What'stheperfectbusinessmodelandwhataretheassetsIcancreatetofuel

thisbusinessmodeltocontinuously,systematicallyandpredictablycreaterevenue

withoutmehavingtoconstantlybeonthehamsterwheel?”

OnceIdidthat,Istarteddeliberatelyreally,reallygettingfocusedontheuse

ofmagneticpositioningandsellingtoattractandconvertonlyhigh-payinggood

customers.Idecidedtoleaveeveryoneelsetomy“competition”.

That's why you don't seeme doing the affiliate thing and that's why you

don'tseemesellinglittleproducts,unlessit'saone-offthinglikeIshowedyou

inthislastprocess.Otherthanthat,Ijustdon'tdoit.

There'sareasonforthat:

Ionlywanttosellonthehigherendandworkwithclientswho

areactuallygoingtodotheworkwithmeandgettheresults.

It'simportanttome,likeIknowit'simportanttoyou,right?

CONVERT PAGE113

©2018FrankKern

So, tomakethatshift fromthebottom80%of themarketplacetoworking

with the top 20%, the only level of difficulty is simply making a conscious

decisiontodoit.

That'stheonlyextraworkyouhavetodo.

That enabled me to work significantly less than ever and maintained a

multiple six-figure monthly string of revenue, which could be scaled up any

momentthatIchose.

So, I'masking you something rightnow that I reallywant you to consider

very,veryseriously.

Whatwouldhappentoyouifyoumadethesamestrategic

andtacticalshiftsinyourbusinessandinyourlife?

Whatwouldthatbelike?Thinkaboutthatforaminute.

If you no longer thought about having to create the new thing, if you no

longerhadtobeonthehamsterwheel,andthink,“OhmyGod!Ihavetomakea

newpromotion”,or“I’vegottokeeptweakingallthisstuff.”

Whatifyoudidn'thavetodothat?Andwhatifinsteadyouengineeredyour

businesssothatyou'reperceivedashoweveryouwanttobe.

I’vegivenyoutheroadmapandtheblueprintstodothis.Nowtheballisin

yourcourt.Getoutthereandgettowork.Dogoodthings.Helppeople.Follow

thosestepsandyoucan’tlose.