In the Mass Control Preview Video Frank used the following Mass Control techniques:

1) Frank gave away valuable content, building trust and loyalty and bonding with his community.

2) He positioned his offer so it is perceived as better than his competitors by showing the members of his community how to do the same.

In the "Naked Dudes and Volleyball" video:

1) Frank used Mass Control by inviting members of his community into his world, with an informal chat during a ride to the beach in his car, to humanize his Internet "guru" presence.

2) Frank further used Mass Control by showing he is human and makes mistakes (missed his turn), while answering questions from members of his growing community of online followers (social proof).

In the List Getting Videos:

1) Frank used Mass Control by giving valuable content and step-by-step instruction to build his list (and loyalty, trust and bonding with his community by creating value for them), by teaching how to easily build your own list.

2) Frank used Mass Control by showing visual proof in screen shots, and introduces an element of damaging admission by talking about his "Reality Alert, After Dupes and Bounces." This makes him sound more credible and believable.

In his "Is This Mind Control" video:

1) Frank used Mass Control by giving more valuable content, thus raising trust in him, desire for Mass Control, and more credibility based on giving real results in advance to members of his community.

2) With his personal communication style in the natural environment of his home "office" Frank used Mass Control by helping members of his community know, like and trust him, through relationship building (the main subject of his video, along with it being a different modality compared to a static web page or email).

Finally, in his "$36,000.00 in Four Days" video:

1) Frank uses Mass Control by giving a case-study "live" example of using Mass Control to make easy money, both putting his offer in front of people and positioning his offer as superior to every one else's competitive offers.

2) Frank also uses Mass Control by using humor and humorous outtakes at the end of the video to sho0w himself as just one of the guys, who made it big (despite himself), which is the personal he has cultivated to make his story believable and acceptable, as the friend and advisor to the members of his community of followers.

That's two more than required for your contest, because I kinda got carried away and found the exercise most enjoyable.

Here's my report on where Frank Kern used Mass Control in his videos.

Video - Naked Dudes and Volley Ball
1. Frank used Mass Control - Bond With Your Crowd
He sent out an email to people on his early bird list.
He asked the question "What are your biggest questions
about Mass Control?"

He used the real time feedback to tailor his response
to their concerns.

Lots of questions - worried about:
I'm new and
I don't have a list.
I don't have a product.
I don't know how to get started.
Is this going to work for me.

Frank used Mass Control - Eliminate Resistance And
Draw Them In Further: Find your market's Frustration
and hammer it.

Frank tells them - I give you a cut and paste
promo that you can use in any business. …That's
how you can do this without a list.

I literally take you by the hand and show you
everything. It's a very structured class. At the end
of 30 days if you do everything I tell you to do you'll
know. There will never be any of this I don't know where
to start.

2. Frank used Mass Control - Admitted Being A Flawed
Character and Turned It Into A Selling Point:
I'm not a people person at all. I'm really reclusive
and weird. I get very uncomfortable with big crowds. I've
been diagnosed with several psychologically problems such
as ATD, primary anxiety disorder, which made me very anxious
to hear that and a sprinkle of OCD.So you can be a complete
weirdo like me and still do relevantly well. It's worked for me.

3. Frank used Mass Control - Implied Admission of Total
Loserdom If They Don't Take The Course:
I think if you use it and put it to work for you and
you actually do it. You will reap your investment and you
are protected by the guarantee. You have 45 days to check
it out - if for any reason you don't dig it you get your
money back. If you decide to stick around you get another
45 days. If after another 45 days and if you've done
everything I've told you and it still doesn't work out -
I'll give you all your money back and another $500. I've
never had anyone take me up on the offer.

Video - List Getting Video Part I
1. Frank used Mass Control - Admitted Being A Flawed
Character:
200 leads is 20% of 1,000 - You know believe it or not
I had to actually use a calculator to figure that out
so I wouldn't make a mistake on film. There is a chance
that I may do just that so please forgive me.

2. Frank used Mass Control - Associate Objections With
The Enemy - You're not making money because those Gurus
aren't telling you everything.
Also bonding with the reader because he's telling
them the SUPER DUPER SECRET.
As much as everyone wants to confuse the issue. I'm
going to tell you the big super duper secret to making
money. Ah it ain't no super duper secret man. It's
common sense ok here it is.

Video - List Getting Video Part 2
1. Frank used Mass Control - I.D.T. - Help people decide
for themselves that they want your stuff. Also being a
straight shooter.
I want to give you fair warning this is my website -
Sales Automator.com. It's a great system but you can use
any system you want such as Aweber, etc. Then he goes on
to show you how to use an autoresponder.

2. Frank used Mass Control - Relies on giving away cool
stuff instead of holding your hand out for money. This
makes people like you and see you as a friend.
Frank went through the steps of how to make a template
and showed us the value of using one. Then he gives us the
template to use on any autoresponder of our choice.

Video - 23.8 Million in 24 Hours (Who Cares) -
1. Frank used Mass Control - Bonding By Sharing A Secret
(people love secrets):
The BIG SECRET (one of many)
Mass Control uses a sneaky little tactic I call I.D.T.

2. Frank used Mass Control - Bonding With The Person,
Building A Relationship and Being A Straight Shooter.
Here's What I'm Giving You
I want to give you some free stuff because I would like
you to find value in what I have to teach you in Mass
Control. And I would like you to be a client.

Thank you for the great videos and the info you've shared.

Lani

Thank you for the reply. I definitely see your point. Apple does do cognitive dissonance in a way, but in a way it's different as well. From the way I understand what's been explained here and in Kern's videos, dissonance is deviating from the norm in an effort to engage someone's attention.

Apple does that to an extent (and some of their historic commercials do it quite a bit), but I view their strategy as more differentiation than deviation or dissonance. Microsoft certainly has the market share in a lot of areas and so Apple is seeking set itself apart in some areas.

Apple does target marketing very well and has an extremely loyal fan base. I think that they inspire loyalty because of their commitment to excellence, their clean design, and because they know their market intimately. They also weave a narrative element into their ads, which I noticed that Kern talked about, but the idea of telling a marketing story isn't unique to Mass Control.

Mass Control certainly has its place and, from what I can tell, a lot of the concepts have are solid. I guess I'm just curious about balance. I got an email from Joel Comm today with a subject title, 'Frank Kern poked me in the eye'. I wonder if it would help or hurt a company like Apple or Microsoft to employ the same tactic. And what would be the long-term consequence to their brand?

Or take Nintendo, for instance. The Wii is extremely scarce and it's tough to find one in stores, but I don't think the scarcity is by design. Nintendo is having trouble keeping up production to match demand and they are losing a lot of money because of it.

Granted, those are only a few of the examples of Mass Control. I guess I'm just looking for a way to marry the two methods without compromising professionalism or brand excellence. How do you be informally formal? I'm sure the best thing would be to tailor Mass Control to your own brand as not everything will be the best strategy for every business. I'd love to hear more of your thoughts, though, and anyone else who wants to chime in.

I got some insight from this thread on using affiliates as your soldiers:

http://www.warriorforum.com/forum/topic.asp?TOPIC_ID=216161&whichpage=3

Thank you for this. This is an awesome way for you guys to, not just get people to keep looking at the videos,
but to get the viewers to totally comprehend what's going on here.

I have to say that for someone like myself, this was quite a challenge. I can retain and analyze ( God, I analyze everything!)
material that I read and hear, but to tell you " where I Heard it" is a whole other ballgame.

That means that the first 10 video watches didn't even count, because I had NO IDEA which one I heard what or where
from. Now, combine mild ADD and OCD with this research assignment and it goes something like this:
( by the way, you don't know how happy I was when Frank said he also had a little of those two " disorders".
I'd hate to think he was "just kidding")

Watch the video; Take notes;

Watch next video; Take Notes

Keep watching remaining videos.

Notice that you didn't label the video you just watched.

OCD kicks in: " Must do it 'til you get it right"

Continue watching videos and make sure you label them.

Forgot to label another video

Look up at the 18x 24 inspirational hanging on the wall that says:

"You Measure the Size of the Accomplishment by the Obstacles You had to Overcome to Reach Your Goals"
Booker T Washington

Now, I must give an overview here before getting into "specific videos". ( Hope this doesn't cost me….

Mass Contol is a way to reach people, and then have contol over their minds. The two chosen words :
"Mass" and "Control" goes like this:
Mass = The various ways to reach people ( e-mail, video, audio, podcasting, blogging)
It then suggests, that by utilizing the techniques, you will have people drawn to you, hopefully a "mass" of people.
You become this hypnotic, charismatic character that people will "follow"…."The Leader" role.
By the way Frank, you are a "Leader" and" Hero" in regards to the different characters.

I believe this is why Frank emphasizes the fact that you CAN NOT use this for evil. I believe when
Mass Control is done correctly, you have A LOT of power over people.

He gives examples in one of his videos (Mind Control Video) of how people were led to follow and agree
with all sorts of atrocities against their fellow man becuase they acted upon the US vs. THEM (enemy)
mindset technique of Mass Control. This is powerful stuff!

The more I watched the videos, the more I realized that they were a continued extension of the original Mafia Report.
Do you remember first reading it? I rememeber thinking, " This sounds pretty good. Who is this guy? How did I start listening
to him, I thought I was looking at Stomper videos?"
Before I knew it, I was looking at Frank Kern videos

It started out with a report.
Next we received Audio with powerpoint….. Trusted and liked him, but not quite totally convinced it's for me.
Then there were videos with Frank in them…………see where I'm going here?

All the elements of " mass control"

After watching all the videos ( umpteen times!!!) I went back to the original Mafia Report.
I then realized, the Report is a summary ( pretty much) of everything in the videos ( without the details).
Now, after all the other modalities….., the Mafia Report didn't just " sound pretty good", but it was " The Greatest Thing I Had Ever Read"

Conclusion: MASS CONTROL WORKS

Now, for the hard part. I've procrastinated long enough.
2 techniques of MInd Control for 4 videos. I can do this. ( You hear me Booker?)

Video- Is This Mind Control? ( how to get inside your prospects mind)***

Now, the most obvious in all the videos is the fact that Frank has become your friend, not to mention
He gives great Free Info so you trust him
The first time I actually heard him speak, I wanted to invite him over for "shrimp scampi." I'm sure there were a ton of people who just wanted to hang out with him and have a few brews.

I believe he used the "character" technique. Remember when Frank said just be yourself? Well, I believe
he is himself. He is being honest about everything he says to you. All the little "flaws" he exposes are not "tricks" to create a more realistic character, but rather his honest approach for you to see his real character.
I could be dead wrong here, but I believe Frank is a gifted individual who has the ability to reach people through the art of
understanding them and their needs. He then just uses his own personality to create a sort of snowball effect.
I do believe that he truly does not give a hoot about all the technical stuff. I'm sure he knows how to do it all, but that's not where his passion or gift is.

Frank gives all the big numbers out with the launches. He reveals that he is the "guy responsible" for it all. He wrote it.
To me, this is the Hero. He made people all this money, but , he makes it clear that Mass Control did it, NOT HIM.

First Video?? **
More Free Stuff.

To me, this video is all about Authority, Credibility , Leadership, and Trust.
He establishes himself as "The Expert In The Field" of Mass Control.
He uses True Stories with a flair of enticement and is the "savior of the frustrated newbie"

Frank makes all this money for other people. Successful professionals in the internet field are "begging" him to help them.
Now, I don't know about you, but if all these highly successful people are "searching" out Frank…
…hmmmm, maybe I should be too? You think? And besides, "he's my friend"

Thus….the Implicit decision has been made!

90 minute video**

This one is MASTER!
It holds all the elements. He reads and breaks down the entire mafia report. It is here that you realize that Frank is the Reason for Everyone's Success.
Now, you not only feel like a friend, but a special friend. You are now getting the inside scoop of all the tricks. But wait a minute, they're not really tricks….it's all true stuff. These are all true stories
You're just learning how to PRESENT TRUTH in a way which becomes hypnotic and "controlling"

Therefore, if these aren't really tricks, but the truth,….. therefore: Mass Control = TRUTH

Back to character again. Frank comes off as honest, sincere, and VERY VERY TALENTED.
More free stuff…more trust.
In going over in such detail, he's really explaining the BENEFITS TO YOU!

Was it this one I signed up for the "Early Bird" special?. Gee Frank, I guess this Mass Control really works

The last video I had a difficult time choosing from:
I decided to go with the Naked Dude Video over the Mike and him or Well, any of the others:( I'm too confused again)

This one just seems to wrap it all up for me.*** Naked Dudes"

We've had a "wonderful courtship" …Seductive Selling.
Now we're ready to "take it to the next level". But before I do, he wants to make sure I won't make a decision
I'll be sorry about later. But why should I be? I mean, he's already given me so much Free Stuff, I've been to his house,
his office, and now a ride in his car?( not to mention a romantic day at he beach) I totally trust you Frank. You will still remember me after it's over, right?

Frank still insists upon making sure, so we go over all the FAQ's. including the price.
By doing this he relieves all doubt about Mass Control and it's ability to work for you and me.
He is: The Friend, the Leader, the Hero, and the Center of Attention in his Market.
And besides all that………HE GAVE ME REALLY COOL STUFF.
And don't think that this video doesn't hold deliberate content. It's just subtle and natural.
Thanks Frank,
Donna Smith

.

My knowledge of Mass Control is based only on Frank's current output this last two weeks to the public. He combines historical knowledge from the off-line world, and applies it to the on-line world.

Elements of psychology, relationship building, all varities of sales techniques, and a working understanding of the role of the voice and body language in effective communications occur everywhere.

Frank appears to be the first one to package and prove that it works to the average person, especially by using it directly on us while selling it to us.

A few key points:
1 - Offline sales people expect to present their product about seven different times/ways/views/etc to a prospect before a sale is likely.
2 - Most people don't read sales literature.
3 - People tend to only buy from people they know/trust/like.
4 - The three elements of effective human communication are the words, the vocal qualities, and the body language. The studies focused on the communication of feelings and emotions. (see item3 above - the know/trust/like part.)
5 - Buyers want benefits, not features.
6 - Buyers are not risk takers, especially if money is tight.
There are more, but these are enough to get the idea.

Result - using all modalities, more than 7 views, risk reversal, focusing on results of the product (not the person), getting comfortable with the person leading to trust & confidence, and nearly saturation exposure, opps, almost forgot the free valuable content generously sprinkled everywhere, how can anyone resist? (I'm thinking StomperNet…)

OK, Now you wanted specifics, so here we go…
1 - video - List building - the tech stuff
a) He demos setting up an autoresponder - saying that most everyone probably already has one, but wants to cover every step and not leave anyone behind.
MC:Trust & confidence, concern for all skill levels, takes fear away.
b) Explains that salesautomator.com is his tool. No need to use it - just convienent for demo.
MC: Full disclosure, Show & Tell Pictures better than words, admits ignorance of most of the features (our flawed hero…) More Trust & Confidence (T&C), more answering concerns before they even come up.

2 - video - whistleblower
a) Detailed explanation of a sales letter (could have been a product on its own.)
MC: Authority & knowledge - the expert. Free stuff good - wow - what's the paid for stuff going to be like? Frequently demos how to 'enter the conversation in the prospect's mind' and stresses always tell the truth. More T&C, respect.
b) Details of implicit vs explicit and also loss & redemption concepts.
MC: Prospect now understands two different complex concepts and says to self - gee, that was easy, maybe I can do this, maybe I should buy this, I wonder how much it costs, guess I find out later.

3 - video - mind control
a) Discussion of relationship building and seductive selling.
MC: explains complex subject in very simple language. Prospect again thinks - OK, I got it - makes perfect sense to me. More T&C and concern removal. Gets a short perk with 'seductive' selling phrase, but is quickly reassured that this is not going in that (sex) direction. Renews attention & interest. Shows humor - we like that.
b) Explains Context, Content, & Character in great detail with lots of identifiable examples. Again stresses honesty, and do no evil.
MC: More comfort with the man, more belief in the product, more T&C, more free 'news you can use now' content, more belief in his guarantee, more risk removal.

4 - video - list building part 1
a) Some revelations - a nonbuying list is useless, ugly truth - most people don't buy 1st time, money is not in the list, and more.
MC: Getting into prospects minds - we all know these things - but prefer to deny them. OK, Frank's talking straight stuff, I'll keep listening. T&C
b) Only purchase from trusted friends and authorities. Think (and use MC to become) both.
MC: Prospects saying wow, and thinking StomperNet (perhaps - I was) Also thinking that this isn't rocket science, maybe I can do it… Implicit decision growing.

5 - video - naked dudes
a) Drive to beach while chatting FAQs (which he had solicited by email.)
MC: Masterful application of how important Body Language and Voice are in building trust and confidence through feelings and emotions. Words are 7% of your effectiveness, voice is 38%, and BL is 55%. When you assimilate the implications and applications, you should experience a major 'ah - ha.' If you don't/haven't yet, you really do not understand… When you do, it will change everything. I'm serious.
b) Imperfect video and audio allowed to stay uncut.
MC: Prospect thinks - gee, I could have filmed that, perfect is not required, this guy's not perfect and he's doing just fine. More T&C, removal of self doubt. Priceless.

6 - video - disco version
a) A MC testimonial showing candid remarks that he(Michael) didn't really follow Frank's instructions exactly.
MC: Even though the prospect realized it was a staged infomercial, it did further establish that Frank's the authority, and his exact instructions will produce desireable results. Another view of the product and results, the man - what you see is what you get - leads to more T&C.
b) Use of home made film studio.
MC: More concerns removed, gee - I can do that, too.

Clearly, Frank has crafted a masterpiece product that, over time, will change Internet marketing forever. Actually, it already has. Now its going to be shared - a bit - so to speak. Martha would say "It's a good thing."

OK Andy, that's all folks.

I can get my mind around everything that you guys do and have done there at stompernet.

My question is WHERE you got the TALENT of marketing, IT, media and soldiers.

That’s the thing that fascinates me.

I completely concur with your sentiments about the poor grammar and the lackadaisical behavior on paper…but, I must say that your example with Apple is one in which you might have missed the Mass Control.

They all wear black turtle-neck shirts are called "gurus" at their retail stores and if you've seen their commercials online…it's all very "Kerny" (yeah, I just made that word up). Colloquial language rules their presence and the Apple guy never wears a suit. He appears to be a surfer-dude/artist-type.

They are using elements of Mass Control, IMHO, sans the poor grammar.

To answer your question (and I'm no expert), I would say that you a create Web 2.0 community, upload content-rich videos, build your list and then invite them at events at your brick and mortar store with a pricey product. This is what i IMAGINE would be told to you.

And alas — Keep the points short and sweet!

2. Kent’s shtick is about making as many normal everyday mistakes on camera and not editing them out from public view in order to look perfect. Another example is about him mistyping his password to log-in. We, the viewers, HAVE always done this and this creates sympathy with Kent. We have more patience as we wait for him to log-on – the same courtesy you give to someone who you “know, like and trust”. (We love flawed characters – part of Mass Control) High-Value Content is when he describes the Double-Out In and why he doesn’t use it. He also makes it a point to show us that even though he has a big list, he’s not gotten any SPAM complaints. This is tied in as he cautions us not to use HTML code because the ‘”Spam Robots likes to eat them”. He is keeping it simple and easy to understand for the average Joe six-pack (Gives secret to underdog technique from Mass Control).
Is This Mind Control? (Video modality used)
1. “I’m going to teach you a method that you use to sell to large crowds…I use it, a few mass control use it, but it’s not used by your competitors” (us vs. them technique from Mass Control)
2. Again, Kent is using the REPORTER technique by clarifying the difference between “Context” and Content” subjects.
$36,000.00 in FOUR DAYS (Disco Version) (Video Modality from Mass Control and since most of his client’s demographics are baby boomers, he will say the word “disco” to grab the reader and provoke a sense of curiosity – Another nifty Mass Control Tool)
1. In this video, the textbook example of Timeline is used for Mike, the underdog, who met Kern for the first time.
Mike meets Kern via a Craigslist ad sometime in November, 2007 (amazing discover)
Mike on the (1/1/2008) video in the beginning is looking at the camera and completely neglecting/ignoring Kern speaking with you. He looks like he’s posing and so full of himself. Then towards the end of said video, I see him hiding a yawn - not once, but a few times. Mike covered it up by taking in a deep breath. (Hero is Ridiculed)
Kern gives Mike the course (Hero gives underdog Secret)
Then, when Mike started to see his progress with the course (the “secret”), he actually ignores the camera and focuses on what Kern has to say in subsequent recordings. (underdog is transformed)
2. Kern continues to do his character development, a Mass Control technique, by proving that he can be entertaining and sarcastic. He says to the camera, “You guys know me, and know that I’m serious all the time”. Continues to establish himself as a leader by providing a reason why his course is an 11 out of a 10….as he finishes describing the crux of his course, he says “how about that for a 2-hour description…” It’s precisely here that I catch his sarcasm over the seminar guru types (us vs. them tool in Mass Control). He also tells us a story using his sub headers, “About the Launch, it goes away on Feb 3rd. Simple Math”.
Mass Control PREVIEW (video modality used)
1. Establishes himself as a Guru, a Leader and man of substance, who previously owned the highly coveted Ferrari and drove it for 2000 miles before it was back at the shop. (I’m the Leader module from Mass Control)
2. Steps 1 and 2 provide us with the secret .This is where the Guru gives secrets to Underdog (viewer) technique from Mass Control.