I'm at Frank Kern's Mass Control event (Sunday, 4/20/08) , and just heard Frank talk…but first, I have a confession.
I've learned from a lot of very smart people. Perry Marshall, Rich Schefren, Alex Mandossian, Jim Edwards, Jeff Walker, Armand Morin, Kevin Nations, Joel Comm, David Garfinkel, John Carlton, Eben Pagan…..
I could go on for a long time.
But I don't know Frank Kern.
I've heard people talk about him for years. But….and here's my confession…I've never met him, never read a word of his material, and have only seen his picture a few times. Sounds strange, but it's true.
Okay so back to today…and YOU….
I'm in the room here with Frank, and he just finished talking.
So much wisdom, such good information, so important…and so understandable for everyone.
So I wanted to take a minute to share with you what he just said, because I think…actually I know…it will help you.
(No cameras or recording is allowed here…this is straight from my notes. I don't *think* I can get in trouble sharing this with you.)
I've spoken before about why people buy. Frank just talked about…
WHY PEOPLE DON'T BUY
Here are three reasons.
1) They don't WANT what you have to sell
2) They don't have the MONEY
3) They don't BELIEVE you
So here's how to deal with those people.
— START OF NOTES —
1) DON'T WANTS
Ignore them. If they don't want what you have to sell, don't bother trying to convince them.
Waste of time.
2) DON'T HAVES
Most marketers focus too much on service. VALUE does NOT equal SERVICE. If your value equals service, then you're a servant. You've got to provide value far in EXCESS of your service. (You do that with your copy.)
Use social proof. If everyone says you are high value, then you are. So, get people to say you are high value (testimonials, blog posts, social media, etc)
Manufacture your own social proof. Start rumors? Spread news.
3) DON'T BELIEVES
Some people want what you have, but still don't buy. That's because they DON'T BELIEVE YOU.
So how do you get them to believe you? 3 Ways.
* Build TRUST. There are very few things that build trust faster than if you CONFIDE in them…and then THEY confide in you. Think of the events that made you close to your friends. (I'd NEVER heard this. Have you?)
* AUTHORITY. You can claim authority easily. Better if authority is appointed by others. (ref Social Proof)
* LIKING — Get people to like you. People will do business with people they like. Build "liking" by creating AFFINITY. People do business with people that are LIKE them. (Different use of "like" — this 'like' means 'similar').
Also, REPRESENT the desired outcome that your customers are looking for. (Frank surfs all the time, which represents "the good life" to a lot of people. That's why he's so popular. Finally FUN! People do business with people they have fun being around.
–END OF NOTES–
On that last point, FUN. Oh My!
Frank is HILARIOUS and very counter-culture. Frank SHOCKED a lot of people in the audience. But he conveyed the information in this lesson probably better than anyone else possibly could.
These notes can't do justice to what Frank said, but it's all I've got. Now…does this make sense to you? I think that it can do a lot to build your business if we flesh out what Frank said. (He's talking again later today, but I think about something different.)
So go now to http://www.TrafficAndConversion.com and comment on this now. Ask a question, disagree with this, agree, add your own experience. I think this is HUGE and can help you a lot — IF we can go deeper and figure out how to apply this to our marketing.
It doesn't matter if you write your own copy or just own your own business and hire out your marketing, it's going to help you.
(When Frank releases the DVDs of this event, make sure you get them. But if you ever have an opportunity to see Frank at one of his events, do it. Amazing guy. Brilliant.)
Anyway, go now to http://www.TrafficAndConversion.com
To Your Success,
P.S. Frank happens to be speaking at Big Seminar next weekend. I think it's so important for you to go, and I think it's so important that you see Frank live, and experience one of the most important Internet Marketing seminars of the year, I'll actually pay you to attend.
More info here: http://www.BigSeminarDiscount.com
(Frank suspects he might get thrown off the stage, though. Can't wait to see if that's true!)