Part 2 –"Test This" and another new video.

This is Part 2 of 2 of “Test This” – if Part 1 went sailing by you last week, you can read it here.

*** NOTE – at the end of this post there’s a contest open to all StomperNet Newsletter subscribers.

If you’re interested in like 40 hours of SEO, Conversion, and ecommerce education – you’ll probably want to enter.

Let’s begin.

This week, we’re going to continue to survey my gross ineptitude and egregious mistakes that resulted in bigger sales numbers for my company.

You see what I just did there? I used plainly negative phrases and concepts and juxtaposed them with a positive outcome.

It’s called cognitive dissonance – it’s where your brain consumes concepts or ideas that don’t make sense without further explanation.

And it’s a powerful marketing technique that you need to become skilled at. Why? Let me explain:

When you present “uncomfortable tension” or cause conflicting thoughts in your prospect, one big reaction that you can always almost count on is their desire to REDUCE the discomfort of those thoughts.

So, if you suggest a conflicting point of view, your prospect is going to (sometimes rabidly) search for a way to rationalize your statement.

Here are some examples of cognitive dissonance at work. By the way, I did NOT make these up – these appeared in newspaper headlines – meaning, they actually rose to the level of being printed – with ink and paper and everything.

Beer Beats Prostate Cancer! (If Only…)

Granny Scares Off Robbers By Pulling A Bigger Knife!

Researcher Calculates A Snowball's Chance In Hell To Be .000000000134%

Booze Can Melt Away Pounds

The Sixth Sense Is Not 'Intuition' — It's a Unique Combination Of Smell & Touch: SMUCH!

Legless Mountain Climber to Scale Mt. Everest

Couch Potatoes Are Smarter! (oh please be true, oh please, oh please…)

Now watch as thousands of people magically and rapidly unsubscribe from this newsletter…

Seriously, those headlines SOLD newspapers – a LOT of newspapers. And notice that there was NOT a single “Feature, Advantage, Benefit” statement to be found in any of them.

It was all **cough** “fact-based”. You know what I mean – the elements of the headline were presented as facts, not in terms of how it can benefit you, the reader.

You see, if there were benefits, they were IMPLIED. For example:

Drink Beer, Be Cancer Free

Be A Slug, Get Smarter

Even The Meek Can Fight The Big Nasties With The Right Gear

You Can Achieve Anything – Legs Not Required

Why do these (let’s admit) slightly sleazy and completely over-stated headlines sell newspapers?

Cognitive Dissonance.

Lame, right? They actually get away with those headlines. And the reason that they do is because they are careful to offer NO EXPLICIT VALUE – the only thing they’re offering is to tell you a fantastical story that stretches the imagination. And since we can’t help but wonder if there really is such a thing as a free lunch, we make some of these rags the most profitable papers in existence.

Yes, lame.

But… But… There’s a way - a non-sneaky way – to use Cognitive Dissonance techniques in your marketing that will actually create a MORE satisfied customer, and a customer that wants to purchase from you over and over again.

Some of the following exercises will create “Dissonance” (cause conflict) and “Resonance” (create comfort):

Question #4: (There’s a pretty good chance that you were expecting Question #1 – but since this is a continuation of last week’s newsletter,
it’s actually #4 – that’s Dissonance at work my friend.)

Subject lines in emails should be in:

  1. ALL CAPS.

  2. Title Case.

  3. Sentence case.

  4. CamelCase.

  5. lower case.

This is really a trick question, but it was a clever way for me to show you a little tip that can create both Dissonance and Resonance at the same time.

When your prospects receive an email from you, most of the time they are expecting to receive Subject lines that CONFORM to the standard accepted practices of written communication. That’s usually “Sentence case” – where the first word of a sentence is capitalized, and the only other capitalizations are words that are MEANT to be capitalized, like proper names.

Now, what if, from time to time, you sent them an all lower case subject line – what would that do?

It would cause Dissonance, because it’s outside of the norm. Again, most email readers expect commercial communications to be formally formatted.

So, they pay attention – they notice the strange.

Second, there’s some Resonance at work here – because INFORMAL communications are usually from… FRIENDS!

That’s right – when your mate, buddy, pal, or significant other sends you an email, there’s a good chance that they ignore the formal conventions of written communication. 1 out of 5 emails from friends of mine don’t even contain a subject line (are you having an “Ah HA!” moment?).

The point is, this kind of technique, when used sparingly for important communications will create two wanted perceptions – The Dissonance and therefore curiosity of an unconventionally formatted subject line – and the Resonance of a communication possibly from a friend, or trusted acquaintance.

Question #5

What works better in a Sales Letter?

  1. Starting with soft or easy-to-believe claims and ramping up?

  1. Or starting with MASSIVE Claims of success and working backwards to soft or easy-to-believe claims?

Again, a trick question – why? Because most people think of a sales letter as the first exposure that their prospect might have to their offer.

That’s a huge mistake – in fact, you need to take a good look at your sales cycle with your customers and MAKE SURE that the first exposure to your offer does NOT come from your sales letter. More on that later.

The point is that the real questions should read, “What works better in your Sales Message?”

And when it gets down to the details, the purpose of a Sales Message is NOT to just sell your prospect; it’s to get them engaged.

And MASSIVE Claims (um…TRUE, please – meaning, your biggest successes) are the ones that turn people’s heads, get them engaged, and get them reading.

Remember, “Beer Beats Prostate Cancer”? MASSIVE (and totally sleazy) claim.

Now, I have not had the sincere pleasure (barf) of reading that article, but I’ll bet that the actual article backed WAY OFF that claim. It was probably something where a quote was taken out of context, like “Man finally admits that he lied when he told his wife that Beer Beats Prostate Cancer just to get her to buy him more beer”.

But, the resulting claim got the reader engaged. And that is the JOB of any claim that you make in your sales message – to get your prospect engaged – otherwise, what is a claim for? To brag? No. It’s to show the results that you have had by using your product, service, or information to solve the problem that your prospects are interested in solving.

ENGAGE, Engage, engage! And as you continue to engage them, personalize their possible results by talking about smaller, easier, and less astounding claims.

Now look, I know this might come across as a little hypocritical from the guy who had a multi-million dollar internet marketing product launch where the headline in the sales letter said “This Space Intentionally Left Blank”, but consider this:

The Sales Messaging of the original StomperNet Launch happened WEEKS before the Sales Letter was revealed to the public. Weeks before the actual launch, we deployed about 50 case studies and testimonials, and the net result was Massive Claims.

The point is, GET your Prospect Engaged – and then personify (make it seem attainable to THEM) your claims with smaller, easier to attain results.

Question #6

If you could only have one of these in a Sales Letter, what would you choose?

a “Damaging Admission”

a “Powerful Secret”

That is a tough one. If you just barked out an answer, you’ve got issues – because they both have very specific places in your messaging to your customers.

But, after careful consideration and testing, I have to go with “Damaging Admission”.

This has to do with a concept that Frank Kern has been talking about in his Mass Control videos. It’s called IDT, or Implied Decision Triggers.

Frank spends a lot more time on this concept in his free videos, but let me give you the broad strokes…

Husbands of Wives – PAY ATTENTION!

It’s far better in any process of persuasion (sales or otherwise) to allow your prospect to decide for themselves that they are interested in something that you have to offer – and trust plays THE most important factor in that decision.

Trust exists on many levels in the process of persuasion, and one of the more powerful forms of trust can be created via admitting that you, your product, your process, your service, your information – whatever it is you’re selling, has a very particular flaw.

This is important – it doesn’t mean that what you’re selling is bad, or sub-standard, or a bit of crap – it simply means that under certain conditions, it’s not going to perform the way you want it to. Or, your sales message is conditional.

For Example: Let’s use StomperNet…

“This is NOT for beginners”.

And then I back that up with the price point, the amount of content, and testimonials from StomperNet members (former and current) that say they were “Overwhelmed”.

Since 70% of the Internet Marketing Educational Space is made up of Newbies, that Admission resonates pretty well.

Here’s another from Frank Kern. In his sales letter, he talks about the twenty four million dollars his Mass Control Marketing techniques have made.

But just a few paragraphs later, he substantiates that Massive Claim with a Damaging Admission – “Only about a Million Dollars of that money was Mine”.

He “Admits” to a lower number. He “humanizes”. He “Personifies” and makes the results seem FAR more attainable to the average prospect.

On the home front, men are stupid. Sorry. But we are. Because I live your stupidity every day, brother.

:)

For example (and I don’t know why I’m getting into marital issues, except that most people won’t argue with me about them – heh. In marketing, we call that the “Halo” effect).

When your significant other asks you how the repairs to that terminally running toilet are going and your response is “Um… Well….” – take a bit of advice…

Admit: “I totally blew it – lost track of time, but I’ll get on that right now”.

Forgive me for relating this to the process of Internet marketing, but… if you were simply honest with your prospect (spouse) and told them exactly how you failed and exactly how you were going to make amends, you’d build a level of trust about that particular issue that would smooth out any future conflicts about THAT issue.

And so goes the process of selling. Admissions of fallibility work wonders to humanize and engender trust with your prospects. And your spouses.

And no – I’m not going to turn this newsletter into Dating or Relationship advice. My “testimonials” are really bad so you wouldn’t listen anyway…

The point is, building a relationship with your prospect based on trust helps THEM decide (implicitly, meaning, you have not had to convince them – they decided on their own) that your product is worth further investigation and consideration.

It truly is “Selling” without “Selling”. A subtle art, to be sure, but a powerful one.

Oh, long newsletter… Sorry friend – I like talking about this stuff. But it’s time to sign off for now.

Fair Warning – there’s video circulating around the Internets (which are Tubes, you see) that are causing both a stir and smiling faces.

But (damaging admission time), they will likely result in some kind of (gasp) sales pitch at the conclusion of them.

Obviously, I got a lot of email as a result of the Going Natural 2.0 videos – 99% of the people were happy to have them. 1% crucified me because they said that I gave them away ONLY to sell SMARTS.

Hmmm, let’s see – there were 4 videos and a free bit of conversion software. 1 of the videos was about SMARTS. I know, it doesn’t add up, but that’s life on the internets.

Now, I wonder what they’ll say when I start releasing MORE GN 2.0 videos? They’ll probably make fun of my hairline. Fine. I’ll wear a hat.

The point is, good videos about Internet Marketing are good videos about Internet Marketing, whether or not there’s a product or launch behind them.

I’m talking specifically about Frank Kern’s videos.

He’s launching a product called Mass Control on Friday and one of the ways he’s been building additional credibility is by releasing gems of video instruction.

To be perfectly honest, even if he didn’t release like 9 free videos and his sales letter consisted of “Buy Now”, I’d still recommend him.

Why? Because I am Frank’s Poster Boy Case Study.

I’ve not only been through Mass Control – I’ve lived it and used it. And the title is Sinister. And it freaks people out. It causes Dissonance – and then they see the video of Frank, hair all bleached from his daily surfing, his low-impact southern drawl skipping along his educational stuff like a rainwater out of a gutter.

He’s just an aberration (that means FREAK) – a “Good Old Boy” that markets and writes copy better than any Madison Avenue sales copywriter or advertising agency than I’ve worked with – and keep in mind, I’ve worked with a bunch.

But he doesn’t just posture with hyperbolic sales copy and massive claims – he’s released like 14 hours of solid marketing videos, and I’ve watched every frame – even the videos where he makes fun of my editing skills. Creep.

Anyway, this is a weak pitch for a Strong Portfolio of free stuff. Go watch his videos and exercise your right to use your own Implicit Decision Trigger.

**NOTE – At the moment, Frank is pulling down public access to his videos – the only real way to get access to his other videos is by opt-in in to his list. It’s no biggie – he emails his list like once every 90 days or something.

Oh – I KNOW! Do this – see if you can tell where Frank is using Mass Control in his videos. See if you can detect Mass Control at work.

A CONTEST!

And then when you’ve detected the Mass Control spots, tell me about it in the comments and let me know where you detected Mass Control at work in Frank's Videos. And, it doesn’t count if he says, “I am about to use Mass Control On You”.

I’ll even give you a prize! If you can tell me in 4 of his 9 videos JUST 2 places in each video where he uses Mass Control, I’ll GIVE YOU a copy of the StomperNet Home Study Course.

Let’s say that I’ll give away 5 copies. The winners will be chosen on a Merit Basis. Meaning, the BEST Example in 2 places in at least 4 of his videos (It can be any of the videos he’s released) where and how Frank Uses Mass Control.

Now, for the next 100 people that do this, I’ll hold a teleconference where I’ll discuss exactly how you can use what I call “Mass Control in Social Marketing”. I’ve already given a teleseminar kinda like this to Eben Pagan’s group of Altitude Members, and the lines over sold by 400 people. It was pretty popular. (Understatement)

So, here’s the rules, one more time:

You can get prizes by watching really good videos for free and learn a lot about Internet marketing.

First Prize (Quantity 5) A copy of the StomperNet Home Study Course. 15 DVDs and 40 hours of SEO, Conversion, and ecommerce Instruction.

Second Prize (Quantity 100) Live Attendance to the Andy Jenkins “Using Mass Control in Social Marketing” teleseminar.

Third Prize (Quantity 200) Download the recording of the Andy Jenkins “Using Mass Control in Social Marketing” teleseminar.

How you Qualify to Win:

This is based on MERIT – meaning, it’s gotta be a good and accurate comment.

In the comments section of this post at StomperBlog.com, give me 2 Mass Control Techniques that Frank uses in at least 4 of his 9 videos. Your job is to describe fully the technique and how he uses it.

That means a TOTAL of 8 Examples.

Yes - this IS very much like a research assignment.

  1. You have to watch at least 4 of Frank’s free (and great) videos.

  1. You then need to report back to the blog. Your report will consist of 2 examples from each of the 4 videos where Frank used Mass Control in the videos.

Now, this is a lot harder than it sounds. First, you’ve got to know what Mass Control is – that means watching his first video.

Second, you’ve got to be able to identify (with examples) from the video where Frank is stealthily using a Mass Control Technique ON YOU WHILE you are watching that video.

Um, YEAH – this is gonna be hard! But SO WHAT? Nothing worth doing is easy.

And at the end of watching 4 of his videos, you’ll be smarter than 90% of all of the other Internet Marketing wanna-be’s out there. And if you win the Home Study Course…

Let me put this in perspective – The Original Stomping the Search Engines which we released in 2004 was a bestseller – in a big way. It was 8 hours of Audio about SEO.

The Home Study Course is 40 hours of VIDEO about SEO, Conversion, and ecommerce.

Do the math. Kern Mass Control FREE Videos + StomperNet Home Study Course = good.

(“=good?” Sigh. This is why Jeff Walker and Frank Kern write my sales copy. WOW Andy, what amazing sales skills you have… Wow.)

How it’s decided – Winners are decided by ME. And my decision is Final. If you don’t win, you have ME to blame. I’m a fair guy, but there’s no appeal, or any of that tomfoolery or ballyhoo. And hey – I want you to win at least SOMETHING, so… I’m not going to be a jerk about it. Honest effort will be rewarded.

IMPORTANT LINKS:

Frank’s First Video

Frank’s Latest Video

Frank’s Best Video

Funny Videos of George Bush (Not part of the contest – yet important nonetheless)

Good Luck! And be careful – you might learn something. Gasp.

Talk Soon,

Andy Jenkins

P.S. Yes, in case you watch any of the Mass Control videos – they are Rated PG-13…

…then again, so are the Bush Videos…

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30 Comments

  1. Tim Wintle
    Posted January 28, 2008 at 9:33 pm

    In the Main landing page video (main.php):

    1) Frank's "typos" are great - they really make you feel more empathy for him. They also work towards the feeling that although he is a copy writer he can't type properly (just an average guy).

    2) The loading image has the subtitle "Could that really happen? sounds like a stretch" - drawing on the user's disbelief. When he then says "yes, but only $1m was …" he's putting himself down, and giving an honest impression of himself, which makes the viewer listen to him more.

    In his "exposed" video:

    3) Frank starts to talk on a very businessman to businessman level, he's obviously targeting the professional internet marketing "crowd", and he does it well. The entire idea of showing you that sales page first gives the reader the idea that they are getting something special and secret for free.

    4) He "leaves in" (or purposely added) lots of little mistakes, and the "I've just got a new piece of software that lets me draw on the screen) mention (right near the start). It reduces the feeling you are being sold to.

    In "Disco":

    5) He has filmed it in a kitchen, which makes you think about the presenters in a home setting, making the viewer more comfortable, and viewing them more as friends than as salespeople.

    6) The interviewer takes on the role of the viewer himself in the viewer's mind, (the same technique the shopping channels have been using). He brings in the initial objections that would be in a viewer's mind, and then (obviously) they are rejected. To further the "viewer" connection, he then takes part himself, but (again, to deny the viewer's objections) he is told he cannot use his own start point, but must start from scratch (a kind of "even you can do it!")

    In "Inside":

    7)This is more like the "Going Natural 2.0″ style, it's all about making the viewer feel like they are getting loads of information (so you become their tutor and they mentally learn to trust everything you say because hey, they know their stuff). The idea is a bullet point, bullet point, bullet point, bullet point, … idea. Fast ideas, and so many that the user leaves with so many "bullet point facts" that they feel they have learnt an amazing amount of stuff.

    8) The method of opening with a friendly greeting (in the office) brings you "into his office" - he's introducing the video as if you are a colleague or friend, straight before he hits into the "expert" stuff, again this makes the viewer feel that they are really getting something "secret", as if he pre-recorded the slide show for someone else but he's "making it available" to the viewer, rather than "putting a video up for people to watch".

    ps - love the George Bush videos.

  2. Ed S (NextInstinct)
    Posted January 28, 2008 at 11:10 pm

    Hi Mr. Jenkins,
    Thanks for the opportunity to have receive your StomperNet Home Study Course.
    I've been eager for it since Ed Dale turned me on to Stomper last year.

    The first example I'll offer, is the very name Frank chose for this product; Mass CONTROL. It speaks to an increasing core desire in all people, more control. Second, being able to control on a mass level, instantly bespeaks a great amount of effectiveness, and presumably, great financial reward, ie: much more control over one's own fortune(s).

    Directly relating to the use of Mass Control in his very excellent videos, I think:
    1. 24 million in 24 hours.
    2. "How". He, the successful creator of those remarkable stats, is going to show "me" HOW Mass Control, Not some guy, but this course I can buy "brought".
    3.*The first biggie: "Could that really happen?" (He asks the question everyone's subconcious is already asking, in other words he's right with us). Including "sounds like a stretch", again relates with our doubts, while the loading swirl says, 'I'm about to prove it', which we all want to believe.

    "I'm with you"
    "ONLY $1,000,000 of that money was actually mine".
    Telling us the 'sincere truth', while "admitting" that only a measly $1,000,000 was actually his.
    "Communicate with 'our prospects'".
    He's got us all feeling like peers, not prospects.

    The "Are You Sick of this too?" List building Video

    Again, treating this Mass of Viewers like peers, not prospects.

    He describes the need to "…to get a MASS of people to "know, like and trust you", while doing exactly that with tens (hundreds?), of thousands of viewers.
    Teach them step by step HOW to build a list. We ALL need to know, everyone else has been saying the dough is in the list.
    He's taking his time to teach it.

    Now you've got an army of armies, who you 'control' and who will continue to fondly promote Frank Kern because of it.

    (Much like StomperSIMPLE providing huge insrtuction for a buck, and then welcoming the 'doers' who took enough action to start making $800/wk, into Full Stompage.
    Much like the Great Ed Dale building a terrific ThirtyDayChallenge for 2007, and good-willing thousands to want into his other products.)

    But I digress.
    Back to Irwin's videos:
    He's 'outing' all the gurus for NOT teaching us how to build a list. But HE IS.
    And it's easy. And even a "small list" can bring in a million dollars.
    We're all thinking, I can't build a list of 400,000, but maybe I can build a list of 8,000.

    Is this mind control video:
    1. He's taping from home, screensavers of his kids in a normal back yard.
    2. Nobody knows how to do this(but him). I'm going to give YOU this head start.

    *"People buy when they know, like and trust you".

    Like the way we instantly just trusted Frank. Gone from 'heard of him' to 'always known him' in days.

    He's got tens of thousands in line for 50 slots.
    Trust? After already knowing that, he adds a free, pitch free, live seminar to those who buy, knowing he's going to sell out anyway.

    And let's save the best for last:

    He is responsible for the biggest lauch in IM history; StomperNet.
    Accomplished Tier 1 guys like Andy Jenkins and Brad Fallon went with this guy, and he hit a home run.
    He can tell the truth, and have it blow away everyone else's hype.

    (oops, got to go take care of my little one-wish I could proof read and edit-no time now)
    Thank you again,
    Ed

  3. Max Pool
    Posted January 28, 2008 at 11:55 pm

    This is a heck of a homework assignment - but a very clever way to have people watch the videos ;)

    I have been watching Frank's every move very carefully (yours too Andy) so this isn't too much of a headache, but still a nice 2 hours worth of work…

    1. The Flawed Character
    - This tatic is used to humanize the salesman, thus creating the illusion that the prospective lead personally knows the individual. This lowers the barrier of the sale because they are buying products from somebody they "know" and can relate to.

    - Occured in Naked Dudes and Volleyball (9:56) where he went on a little rant about how he did not have a magnetic personality and is flawed with a number of mental conditions including a sprinkling of OCD. I would debate that this entire video was to show a flawed character so that he will be precieved as a normal joe.
    - Occured in List Building 1 (27:15) where he went through the effort of explaining that he had to use a calculator for simple math.
    - Occured in Mass Control PREVIEW (12:30). When he spoke of of owning a Ferrari, he was implicitly admiting that he even fell to "expensive = quality". Whether the inclusion of this was implicit or explicit, the addition of this video clip to his campaign was an instance of adding humanity to his "character".
    - Occured in Getting Inside The Minds of Your Prospects (33:45) when he admitted to being old school and still calling Yahoo marketing Overture. In numerous places he also admits that Web 2.0 and SEO elude him to this day…

    One could argue that every video where Frank is "informal" is an attempt to humanize himself with a "if I can do it, anyone can" (for example, the informality in $36,000 in Four Days)

    This method was described in the video Getting Inside The Minds of Your Prospects (39:45) and in $23.8 Million in 24 Hours? (02:10)

    2. The Damaging Admission
    - This tatic is used to add creditability to claims by putting them in a different context which is more digestable. This gives the perception that the salesman is being completely up-front and honest.

    - Occured right away in his initial video $23.8 Million in 24 Hours? (00:30) when he admitted there was a catch to the $23.8 million dollars. Only $1 Million was his, it was done over four launches, it got ugly…etc.
    - Occured in $36,000 in Four Days (02:45) when he gave the social proof of Stomper and Pipeline Profits, then immediately revoked it again saying it was over many launches and he didn't recieve all the money
    - Occured in List Building 1 (1:00) when he showed his list numbers but then "no hyped" it by quantifying why it is actually only about 400k subscribers
    - Occured in Naked Dudes and Volleyball (14:18). This maybe slightly debatable, but when he referenced having numerous affliates he immediately quantified it with the fact that he didn't know most of them. This gives the damaging claim that his affialate success is not entirely based on his efforts (but maybe due to the success of the program). This one is debatable, but a good example of this tatic that doesn't involve number stats.

    This method was described in the video Getting Inside The Minds of Your Prospects (39:58) and in the initial 90-Minute Whistleblower video.

    Thanks for the opprotunity to win Stomper vids Andy!

  4. Tom Lyons
    Posted January 29, 2008 at 12:37 am

    First Video

    1. Damaging Admission almost right at the beginning.
    Did not make all the money.
    Was not easy.
    Things got ugly.
    Sort of mass control because it makes me like him and helps with the IDT.

    2. a. Near the end he states he wants to give us good stuff, a 33 page report the tells the real story.
    b. 90 Minute video where mass control works
    c. Interview with students
    d. A proven Template
    e. Surprise video after you hit submit.

    Listing Getting Video Part 1

    1. Ok the video itself is actual part of mass control, because it's cool content, and he gave it to me, or everyone. And we like him for, it it make me want to buy stuff. :)
    2. About 25% in, He's talking about finding a money making market, he advises us to invest in long term profitable markets. And we both win if I do well. Make me feel he wants my success and again make me feel like I should buy form him, because he's my bud, he's got my back.
    3. Not really mass control but you should lay off giving Frank a tough time over the video editing. I think he's getting complex.
    4. About halfway he gives us his Magic List Building Formula
    5. He's going to help me get a list, stick with him, he's going hook a brother up. I can't tell if this part was intentional or if he's just naturally mass controlling.
    6. Multiple times he mentions he's giving us stuff no one really tells us. AND that mass control teaches this stuff to perfection. His quote not mine.
    7. MEntions his next video is ready, and that his giving usa free opt in scirpt to use for our own list building. Yay!!!

    Is this Mind Control Video
    1. Again video itself is a mass control method.
    2. He lists of all the things he's going to show us in the video. So it's not just one thing he's doing for me, he's doing aton of stuff, tons of value.
    3. I'm sure he's playing a character in his videos, though I'm not exactly sure which one.
    4. He does use the "Telling Secrets" Story line.

    Naked Dudes Video
    1. Poor guy been working really hard, time for the beach. He's really trying to pull us into his life here. I really wish Icould go to the beach, I'm up in Canada, it's cold here. SIGH
    2. He really makes an effort here to talk to us as if we are in the car. A real attempt to make us feel like we're his friend, goign for ride, talking. We buy from who we like.
    3. The video is really a MAss control method two fold. It's the result of the FAQ email, allowing him to generate content that's valuable by askign us what we want to see. And of course it's valuable content.
    4. He's know tells us about the course and price, like we were asking him about it. He's not selling us, he's just casually answering a question we asked. Because we already want to buy from him. Which let's face, I'm here reviewing his videos typing this so obviously I already want to buy it.
    5. The neat thing here is this whole video is about overcoming the objections to buying Mass control, by answering questions we asked.
    6. He does the "Damaging Admission" in this video as well.

    Make a little fun of Frank in this post, but it's all in jest, the video are great, I'v elearned more in both the Going Natural and Mass Control stuff than most products purchased ove the last two years.

  5. Will Hamilton
    Posted January 29, 2008 at 1:50 am

    Andy,
    Thanks for the opportunity to participate in your assignment! Before getting into the specifics you requested, may I say that Frank's entire work has been an excellent example of Mass Control. He's written a 33 page report, sent emails, created videos and has offered audio tapes using all the different modalities to reach, teach and inspire people to enroll in Mass Control. And the thrust of Mass Control is getting people to "know, like and trust" you so they make the implicit decision to buy your stuff. He's a master at that.

    Video #1 One of the keys to getting mass control to work is that people trust friends and authority figures. So right off the bat, he gives us a nice video free with great content and no "hooks". Just "here it is." Perfect Mass Control…then he proves he knows what he's talking about by outlining the 4 different launches which created 23+ Million. So let's see, if I'm going to learn about Mass Control, this would be the "dude" I'd want to pay attention to. Then, and I don't know if this was intentional or not, he makes a couple of typos and points them out…the flawed character. But here's the best part…in this and all videos. He just talks to you. No booming announcer voice, he just shares in a relaxed way that gets you thinking, "dang, I hope I can qualify for this course." Oh, and at the end of Video 1, after all that content, he's going to give more…a 33 page report on the "inside story," (another example) and then another 90 minute video and all you have to do is sign up! Couldn't get to the opt in form fast enough! (That's more than 2 examples - but it's just more value)

    2. In his video on List Building - again this was Mass Control at its best…free!
    "Give 'em cool stuff." I don't have a list, thus I was very interested in this one. And he explains how to find a market, find traffic and shows his test for finding a niche. Free! Most importantly, he inspires with words like, "simple, easy, common sense, and duh." This is something he explains on his best video, but what he's implying is that "if you can't build a list, there are some pretty good caves you can find in Afghanistan. Just make sure Osama's not in one of them. Frankly, I do feel a little "dumb" for not doing more, but that's my fault not his. At the end of the video, just when you think there would be this little pitch for Mass Control - he says, "hope you liked it and stay tuned for the next video - which was List Building #2.

    Video #2A. On this video he went through the mechanics of auto-responders etc, and built a template for an opt-in page. Free! Classic Mass Control - a done for you opt in page!

    Video 3 - The one you call his best video!
    Well, he opens the video sitting in front of about 4 different flat computer screens, some are larger than I've ever seen, which sets the stage that he's: (a) wealthy, (b) busy (c)technically bright and he's sitting there with this "just got done surfing dude" grin on his face. Without saying a word, he's selling the fact that he knows what he's talking about. Authority

    He differentiates himself from the crowd with his style - another Mass Control technique - stand above the noise. He definitely has that one mastered. Authority
    Throughout his presentations on all his video he talks to you as if he were a friend, but with enough knowledge to let you know he knows what he's talking about.

    Video 4 - My favorite

    This is the video when you ride along with him on the way to the beach. To me this was genius. He talks to the cameraman as if he's showing him around…but the effect that he puts you, the viewer in the passenger seat. And then he talks about all the questions he got back from his survey of the original opt-ins. He again talks about the importance of building a list and that not having a list and not having a product, won't prevent you from taking the course. This inspires confidence. "Even I can do this." But he also implies there will be work to be done. His honesty and integrity really come through on this video.

    He shows you the beach and the water - subtle but it's like "if you can do mass control, you can live like this too." And though he says something totally different in the Gauher Chaudry interview, you'd think you have known him for years. He goes out of his way to share some of his flaws like ADHD; with a little tinge of OCD. To me this one is as Mass Control as it gets…he came off as likable, hospitable, flawed and yet still the authority - I started doing finger exercises to make sure when Friday rolls around they'll be in good shape for the entry challenge.

    While the contest was to help focus our attention on the Mass Control Techniques, it might have been more difficult to find out when he was NOT using Mass Control Techniques. But the classic was when he said in the car that he'll leave the course open until the 3rd of February, because it's structured like a course and he doesn't want stragglers. If it opens at 9:00AM Pacific time, it will sell out in 15 minutes tops. You need to post an over/under on how many minutes Mass Control stays open - for entertainment purposes only.

    I hope you've enjoyed this entry and found value in the content.
    Will Hamilton

  6. Salvador Posada
    Posted January 29, 2008 at 8:13 am

    Hey Andy, Thank you for putting this contest together. Good stuff!

    Here’s what I came up with:

    VIDEO: 1st. Mass Control Video at www.MassControlSite.com

    1st. Observation:

    “23.8 million Dollars in 24 hours, although TRUE it sounds like marketing hype… I’m with you on that. There’s a catch story, though…”
    – Frank is sympathizing with the viewer and befriending him or her by letting them know he understands and he would feel the same way if he were the viewer. That lessens the viewer’s resistance and gives Frank a chance to explain himself by continuing to watch the video.

    2nd. Observation:

    “There’s some stuff you haven’t been told before… Everyone else likes to make such a big deal out of this in an effort to sell you something.”
    – By sharing new information, and by talking about the “bad” guys that are trying to take advantage of the consumer by using hype to sell something, Frank is positioning himself as a leader and a hero that will rescue us by leading us to the truth where it will be Frank and us against the bad people in the world.

    Note: It was hard to choose what observations to write about because there is so much to choose from! For example the fact that he’s using educational audio/video programs to get us engaged.

    VIDEO: $36,000 in FOUR DAYS! (Disco Version)

    1st. Observation:

    (Frank to Mike) – “From the time that you implement a strategy, you’ll see results in about 4 days.”
    – This is great because that creates curiosity and tension and it tells the viewer that Frank’s program will bring next to IMMEDIATE measurable results (which will basically take care of most, if not all of the investment of the Mass Control Course). That’s a powerful Unique Selling Proposition.

    2nd. Observation:

    (Mike) – “I brought in 36,486.55 in 4 days from three different businesses (of which only one is in the Internet Marketing niche) in about three hours of work by simply copying and pasting as Frank suggested, and it would’ve taken about one third the effort if I had listened to Frank from the very beginning. Oh, and… by the way, I didn’t use any Affiliates or Joint Ventures, I did no extra advertising and I did it with relatively small lists.”
    – This is basically telling the viewers how SIMPLE TO USE Frank’s system is… even for the rookies like me. It also speaks about FAST RESULTS and GREAT RETURN ON INVESTMENT. A no-brainer!

    Side note: Other things I considered commenting in detail on were the fact that just showing himself on video gets the viewer more familiarized with Frank Kern as a person and builds more trust. Mike Koenigs basically helps create an amazing infomercial and a great testimonial for Mass Control. Then they close the video beautifully by answering possible objections, reminding us that there’s absolutely no risk with the Frank’s guarantee and with the scarcity message. Cool stuff.

    VIDEO: Getting Inside the Prospect’s Mind

    1st. Observation:

    “The biggest advantage of selling on the Internet is the fact that you can build relationships, it’s cheap, there can be interaction through blogs, tele-seminars, videos, etc.”
    – Needless to say that Frank is doing exactly that, building relationships with us by providing great, free content, and creating the interaction through his blog (building familiarity, likeability and trust).

    2nd. Observation:

    “Old world way: Hard selling (doesn’t work anymore). Real World Way: Now that you know me and we have a relationship, it’s time to invest in my stuff.”
    – While he’s teaching us what doesn’t work anymore and, more importantly, what DOES work now, he’s bringing us to the realization that it’s time to invest (not spend) in Mass Control.

    VIDEO: Mass Control Preview

    1st. Observation:

    “Buck the System! Do the opposite of what most people do. Most people sell eBooks (under $100 dollars). You should sell home study courses for higher perceive value and higher profits.”
    – Frank Kern did exactly that. He created a home study course he will sell for more money vs. what it would’ve sold for if it was just an eBook or an actual physical book sold through Amazon.com. Of course, the course it’s much better because you get the expert himself taking you by the hand and show you step-by-step, exactly what to do. A book can be taken for granted. We should take heed of his advice with our own products.

    2nd. Observation:

    (At the end of the video) Frank says something along the lines of: “I’m going to go to my Mind Map and I’ll show you how I make more money in one of my niche businesses. Let’s go to my mind map now and get to work”, and then he cuts the video.
    – That’s brilliant marketing because that leaves the viewer wanting to know what’s next and hungry to learn “the secrets” that are reserved ONLY for Mass Control subscribers. Since our brain doesn’t like incomplete information, we do whatever we can to satisfy our curiosity and our desire to “know the whole thing.” Just like us watching a great movie or show until the end to know the resolution of the story.

    That’s about it, Andy. Thanks again for giving us a chance to own your Stompernet Home Study Course!

    Salvador Posada

  7. Neville Menday
    Posted January 29, 2008 at 8:43 am

    Thanks for the contest Andy!

    I'll get right to it then-

    Frank's first video:
    "$8000 people" "The best past"
    Frank's spelling errors make him endearing and more like a regular guy (and even a lazy one when he says he's not going to go back and fix the slide). I have friends like this! I think we all do. That's why it works so well.

    By picking on one of his students (the guy who used Mass Control techniques to sell to his list of broke people), Frank is accomplishing a few things. First, he's showing that Mass Control is so powerful that you can successfully sell to a list of broke people. Secondly, Frank doesn't come right out and say it, but you immediately think to yourself: "If that guy can use Mass Control to market to broke people and make money, think what I could do with it!" By coming to the decision on your own that you could do a better job than Frank's student, you come a whole lot closer to wanting whatever Frank is going to offer at the end of all these videos.

    Frank's latest video:
    In the intro, Frank ushers us into his workspace by literally walking us (the camera) through his house. This gives us the feeling of an informal meeting at a friends house.
    "Is this high tech or what?" Frank's humble camera and laptop set up really drive home the point that any one of US could do what he does because it doesn't matter how high tech your gadgets are.

    These guys are talking directly to their target market when they say they're not into sports showing that they have things in common with us.

    At some point, Mike mentions a "magic step" of the process that Frank doesn't want him to talk about. This creates a mystery that on some level you start trying to figure out.

    Frank's best video:
    "What the hell is seductive selling?" He swears like one of the guys. Frank's "C word" innuendos and mild profanity later on drive this point home even more. By the end of the video, he IS one of the guys.
    Frank stresses the importance of having good ethics many times throughout this video which builds a level of trust.

    List Getting Video part 1:
    Frank makes fun of himself a lot in this video. By not taking himself too seriously, he comes across more like a friend than some nameless marketer.

    Frank also stresses that you should give excellent value to your leads and in doing so, you tend to believe that he has integrity; therefore, making it more desirable to learn from him (i.e. buy his program).

    Thanks for offering the chance to win the Stomper videos. I missed out on the dollar promo and have been kicking myself ever since!

    -Nev

  8. Don
    Posted January 29, 2008 at 11:24 am

    1. The threads of his techniques are woven throughout Frank's videos. He certainly practices what he preaches.If you look at the overall "big picture" his "sell by giving away great stuff" is evident in the first four FREE videos. They are some of the best marketing videos I've seen, internet or otherwise.(ok Frank, THE BEST I've seen…….happy now?)

    2. He "develops a relationship throughout all his material: shows he's an average guy, dressing down, kids, surfing, long hair, "aw shucks" attitude, relaxing, being himself. Very endearing.

    3. He tells us how to "sell without selling" so he sprinkles his "unsales pitch" with "this is the part where they hit you over the head" and strangle you until you buy, but he's not gonna do that 'cause he knows we are smart enough to know whether its for us or not.

    4. Using the damaging admission technique he tells us about how things get ugly, his stubborness, OCD and other situations, not keeping all the millions, "only about 1 million was mine."(you could practically hear people in front of their computers going, "Yeah, ONLY ONE MILLION…….SHEESH!), not taking credit personally, but crediting the program……very effective.

    5. People love to listen in to others conversations and the interview conversations he has cover a lot of ground, credibility, matter-of-fact acceptance of "facts" and techniques, confirmation that they work, serving to increase "getting to know" him and likeability. Very powerful on many levels.

    6. The car ride was another area where he makes us feel comfortable riding with him in his car……how to make 50,000 people feel like he is talking to each one individually…….hmmm…..ride along with me in my car, of course we've all been passengers before and there is only room for one in the other seat generally. And check out his destination…….was that beeeeeooootiful or what? Subliminally one of the best scenes to add to one's "Bucket List" of desired lifestyles,eh? How 'bout the throwaway line to the effect of Ferrari is overrated(I know 'cause I owned one) highlighting his expensive equals best example. Sweet.

    7. Giving the impression that if I can do it, anyone can, bolstered by his interviews with people that make good money only listening to part of his course and get so satisfied they don't even complete it as he chides them in a friendly manner for being so lazy.

    8. He uses the flawed character thing masterfully(whether real or acting) and allows the viewer to get to know him and trust him and like him therefore eventually getting the prospects to buy from him. Classicly delicious.

    Great stuff Frank and Andy. You've got me looking in my emails for you to see what you've come up with next. Hope you'll accept this as an entry into the Stomper contest. Have a great one!

  9. Michael Emery
    Posted January 29, 2008 at 3:19 pm

    Andy,

    It’s kind of silly but I couldn't even sleep last night because no matter what I tried to do I kept remembering this and thinking about the First Prize.

    In fact, I don't know how to explain it but the more I read, the more convinced I felt myself becoming that all of this really stands out as what I am looking for… The videos are great! These are tremendous answers for most of our questions about internet marketing.

    Anyway, here are my answers:

    Video #1 “How Mass Control Brought in $23.8 million in 24 Hours”

    1. With the very 1st slide, Frank gets the first "unconscious" yes/agreement from the viewer with his "Sounds like a stretch…" statement. He gets the second "unconscious" yes with his statement about "typical marketing hype…" Lastly, he gives the viewer a visual & auditory "yes", but it is actually a "yes" that strengthens the audiences first 2 unconscious "yes's". So far, Frank and the viewer are in agreement.

    2. Implicit/Explicit slide - Frank talks about people wanting to keep their original beliefs and when someone tries to convince them otherwise it creates conflict. Frank then shares with the viewer that mass control works when people "decide for themselves". He then gives the outline of how people decide to do business with you (w/ FRANK). First, give the people cool stuff that they can use (check). Then they decide for themselves to do business with you/Frank (check). It's a hypothetical association but the viewer can't-not help but contrast their decision making process with what Frank has shared. And, oh by the way, Frank passed it - since it was his outline all along. :)

    Video #2 "Get A List" aka "How to Make Lots of Money"

    1. Frank is talking about selling your own products to make long-term money. He tells the reader to "picture in their minds" all the gurus who sell their own stuff (Frank must be in there, right?) while he's telling you about his product Mass Control. The "unconscious association" is to be successful for the long-term like Frank by following his lead and selling your own stuff - with his help since he is a "guru".

    2. On the "Proof that this is true" slide, Frank makes fun of his own video editing skills by comparing them to Andy Jenkins. This is powerful because most viewers probably can't reproduce Andy's work due to a lack of technical skill. But, Frank blows the tech skills objection out of the water with his cheesy cut-and-paste flame graphic of his subscribers. On top of this, he then makes fun of the size of his own subscriber list and in doing so makes internet marketing seem more achievable and increases curiosity/desire about his Mass Control program.

    Video #3 "$36,000 in FOUR DAYS"

    1. Just copy and paste… When Frank & Mike review the results of their little challenge, every time Mike is trying to do things his own way or sharing realizations of how he should have listened to Frank - Frank is winking at the camera or smiling and nodding. This creates an almost buddy-buddy feeling between the viewer and Frank. And, by way of example affirms Franks guru status even more, although Franks mannerisms border "un-guru-like" behavior - showing that he is even more like the viewer than not. During the whole review process, Frank becomes the visual anchor because while Mike meanders, the viewer becomes used to looking at Frank for approval of whatever Mike is talking about. Status achieved.

    2. Based upon the visual anchor theory above, Mike is talking about the application of Mass Control and Mike states that "… because most people watching this video will respond to this answer…" - the viewers eyes are drawn to Frank and he subtly looks at the camera and nods while Mike is rambling about how Mass Control is so affective. Meanwhile, Frank has already given his approval to the viewer… wow!

    Video #4 "Get Inside Prospects Mind"

    1. On the "C" Word slide, Frank talks about becoming a character that the prospects follow and are interested in the person more than the content. Out of the blue, Frank seemingly changes the subject and asks the viewer to play a game - 3 things you remember from college vs. 3 things from Seinfeld. While talking about character over content, Frank shows his fun-loving character that is ready to play games - most viewers can't help but think about his game questions before (if) they realize they have been caught up in his character. By doing the game, he reinforces his likeable character over his content, but also shows that he is a character with content that you probably want to follow…

    2. The "Common Enemy" slide is a good example of Mass Control because Frank leads the viewer into the common enemy examples from history - WWII and the current terrorist issue/debacle/whatever. The viewer can't help but recall their associations (likely negative) to his examples and they probably experience emotions like frustration/anger/etc. Then while the viewer is in that "state" of mind, Frank leads them to his outline addressing the common enemy of internet marketing. This is effective because Frank has already accessed the heightened emotional states he wants his viewers to be in while they are viewing his common enemy outline - now he can provide a solution by leading them closer to the emotional states that they probably want to experience from someone they would "decide" to buy from. Buy now the viewers probably feel pretty compelled…

  10. James Lauder
    Posted January 29, 2008 at 4:39 pm

    Win the Stompernet home study course? I'll take a shot. Thanks for this Andy.

    —————————

    90 Minute Video

    1. Frank says "I might be one of the weirdest people in the whole marketing community."

    -damaging ommission, makes Frank seem more real, which of course he is.

    2. Frank says "It's important to me that you get this."

    -empathy, Frank let's you know he cares about you.

    Video - Inside

    1. Frank begins the video showing himself. In the background are his two monitors with desktops of his daughters. This shows Frank is just like the rest of us. He's a guy who works at his computer and has kids.

    -builds trust, friendship

    2. On the "Almost Face to Face Slide" Frank says "If you know hot use it to your advantage, like i'm going to show you." The LIKE I'm GOING TO SHOW YOU invokes curiosity.

    -curiosity, keeps you involved

    Video - Disco

    1. Frank says something along the lines of "I believe if you can be laid back and super cool people will give you lots of money.. I get weirded out being a pushy salesman." As he shakes with the HEEBEE-GEEBEES. Yes, the heebee-geebees.

    What he's doing here is letting YOU decide he's not a pushy salesman. He didn't say he isn't, but that's what you're led to think.

    - Trust, not a pushy salesman.

    2. Frank's friend Michael Koenigs says "If I would have really followed Frank's advice and not complicated things I could have done the work in less than an hour." It took Michael 3 hours to do the work.

    Michael validates Frank's system here.

    -validation

    Video - Naked Dudes & Volleyball

    1. Frank says how he made 500k using his methods and how he thinks anyone could do that and even if you did 1/10th of that you would make 50k, but that's up to you.

    -empowerment, he's saying "hey it's super easy to make 50k using mass control, but you make the call if you want to learn, no worries dude." Totally non-pushy.

    2. Frank says he has no magnetic personality and goes on to say "I am not a people person, at all. I'm actually really reclusive and weirded out by crowds. I've been disnosed with a number of psychological disorders: ADD, primary anxiety disorder and a sprinkle of OCD… i'm a complete weirdo and do really well."

    -damaging ommission, helps to build trust
    -makes you think if this guy can do it with all his disorders, hell I can do it.

    —————————

    I found many other examples throughout the videos but decided to stick with the instructions.

    Frank does have a tendency to call himself a weirdo often.

    Best,
    James

  11. Brian
    Posted January 29, 2008 at 5:04 pm

    Some of these posts just tell what Frank already told us he is doing to us, so I am going to try and take it a step further by laying out some things that Frank has never mentioned. I may be way off, but what I mention does have effect on people. I think we will be learning more about these things in the actual MASS CONTROL courses.

    I am only going scrutinize the first portion of his videos, but for good reason. I do this because Mass control seems to be mainly about impressions of you as a person, and drawing the customer in from the start. That would be one of the most powerful aspects of internet marketing. Its easy to tell someone something, its hard to get them to actually come to you, click your stuff and listen.
    Also, the First few seconds of any material are the most crucial. Like the heading of an email solicitation. You need to draw a person in to capture their interest. So that is why I am only breaking down the first portion of these videos because I believe they will be crammed full of the actual “Mass Control” sneakiness we are all looking for.

    (Best Video) Getting Inside your prospects mind:

    Starts Video for the first time in the FREE videos as a person you can see actually exists. Up until this point, all video has been in slideshow mode. He is slowly appealing to the viewers sense of “friend”. Up until now we have seen Franks emails and heard his voice and associated it as friendly. Now, we see Frank is an actual person, and “appears” by first glance to be a normal guy. Possibly even less than normal.. ;-)

    The setting of the live video is a clean environment, using soft, non-threatening colors. In fact, Everything in the room from his shirt, the walls, to his trim on his monitors blends in. Since colors have a significant effect on many of the human emotions, I figured this was intensional in some way. Possibly not to the point where he paints his trim on his monitors lol, but still, he has no bold or threatening colors present in this video.

    On his monitors, he has pictures of his kids, further showing “I am a normal guy with a normal family”, Or perhaps to say “I am just like you, a family man”. The monitors will also appeal to anyone who uses computers a lot as a luxury item or something they want themselves.

    Also, at the end of the live video portion, he actually says, “Lets get started and turns to his computer as if he is continuing the teaching live, and he lets us see this. He is not, this slide show was created either prior to or after his live video portion, but it makes a seamless transition in the teaching. People who were captivated by the video might have felt that Frank just left them, but by turning to the monitor before he cuts the video, it shows he is still with us, and this is not a “prerecorded message” while Frank leaves the room.

    (Latest Video) Get Rich Disco / Cooking with Mike and Frank:

    Starts out with Frank as his usual “friendly” self and look. Taking us through a small portion of his house to let us see that he is real, has an office, and it is normal. Its messy, but oddly clean at the same time. It isnt “dirty”, but he has all kinds of expensive equipment just scattered around, which would appeal to a large majority of us I suppose.

    The overall feel for this video is that Frank takes Mike and his businesses and puts them at a whole different profit scale with pretty much 0 work. The all coveted cut and paste strategy that everyone wants. He is trying to show us that even a tiny little bit of what he knows can change our lives if we buy his product.
    He also uses Mike, which for some reason seems to me like a scared young boy in the presence of greatness. Frank never looks nervous or serious, but the whole time you can tell Mike is uneasy, but not in a bad way. You can tell that Frank is the dominate figure in this video and this just helps Frank be seen as more of a leader to his audience.
    Frank also never really appears to care about anything going on around him. He only wants one thing, to see Mike succeed using just 1 thing he tells Mike to do, which just happens to be what Franks audience wants to see. We are also led to believe that this is the easiest part of Franks course (cut and paste). This helps to squash some of the fear that this course is complicated and can only be used by “smart people” but he also appeals to the “smart” crowd by mentioning most of the people never really go through the whole thing and that there are SO MANY more techniques available. Its also said that this is “Just a bonus” he is using, so the audience thinks, “well if this is just a bonus, just imagine what the rest of the course could do for me”.

  12. Aaron
    Posted January 29, 2008 at 9:36 pm

    “Mass Control” is about framing perceptions. It is about selling without selling. Frank Kern does this several times in each of the 4 videos I analyze below. In each video, I’ll give 2-3 specific examples on how Frank Kern uses Mass Control.

    First you should understand this: the inner dialog of the prospect is on the defensive in normal marketing. “Who are you, what are you trying to sell me, this won’t work for me, etc” Rather than putting them on the defensive, we draw them in and calm their inner voice with various tactics like *story telling*, *I’m like you* (and more which I'll discuss below). In essence the prospect should feel comfortable, close to you, and always in power to make their own conclusions about your product.
    Here are some examples of Frank Kern using Mass Control:

    MAIN VIDEO (http://www.masscontrolsite.com/main.php?ajenkins)

    1) The first time Frank applies Mass Control on you is right at the beginning of the video when you don’t even know what the heck Mass Control is. You are watching a video of a person who made a good deal of money and then he is saying that he did not follow any easy to path to riches. It just that he developed a system over a course of time; there were problems in it - things got ugly - but finally he perfected a system named Mass Control .

    So the point he is illustrating to the viewer is that this is not some fancy marketing video but a real life narration of a system that developed gradually over a period of time.

    This is bound to hook the people because of the fact that in real life, things work this way; you start with something; keep on refining it until it becomes perfect. So right from the start, Frank introduces Mass Control as a real life system that has had its fair share of problems that he doesn’t hide (rather than some surreal internet marketing fluff).

    2) The Second time Frank uses Mass Control is when we comes to the part of "Who Cares". In this Frank literally uses Mass Control by “frankly” addressing the basic question everyone is thinking - will it work on a normal daily basis and can ordinary people with ordinary businesses use it?

    By touching upon this issue, Frank is selling in way that gets past your filters, because there are no overt selling phrases in this video. All he is doing is telling a story of his experiences with Mass Control and saying "Hey, why don’t you try it?? It's kind of cool."

    By using catchy taglines such as “Is it really possible?”, “could that really happen” he is reinforcing that impression.
    3) He fires the final bullet by stating examples of his students who bought Mass Control and made good amount of money by normal businesses with no great marketing plan (other than Mass Control). He uses a bottom of the barrel/worst case scenario as an attempt to answer objections in the minds of the viewer. His example: one student making more than 12K from selling to broke customers. This creates a feeling of awe for Mass Control – “Wow! If it worked for that customer, then it should work for me.”

    VIDEO
    Exposed, Mass Control secrets (http://www.masscontrolsite.com/exposed/?masscontrolsecrets) Time:- 90 min

    1) Title of a "True story of what really happened" - and before that – the main heading of making $23million – both of these act like a kind of secret sharing of a confidential report. The Tactic applied here is to build a trust based relationship with people. By letting them know the secrets behind Mass Control and making people feel they are privy to confidential information, Frank is positioning himself as a trusted friend. "True story that only I can tell you", "this story gets ugly", "we need to set the record straight", "is this a bunch of hype" are some of the phrases used for this purpose.
    2) I’m Like You. He tries to be just like a normal human being and not some Internet Marketing guru by keeping in many small mistakes in the document (on purpose?). The viewer gets the feeling that this is a general conversation rather than a highly polished document created solely for the purpose of selling.

    It’s more like an email to a friend. This makes the viewer more comfortable and the issue of buying and selling is somewhat put out of the viewers conscious awareness.

    3) The mistakes he shows as he narrates are the ones which people tend to make in their daily businesses, and by admitting to making these same mistakes, Frank leaves an impression that he and his system is as real as everyday things we see.
    At one point he fumbles with the drawing too. Brilliant.

    VIDEO
    Is this Mind Control (http://masscontrolsite.com/blog/?p=10) Time:- 40 min

    1) People value businesses that have goodwill and with whom we feel comfortable and this is a key strategy of Mass Control. So at the start of video, by letting the viewer in his office along with family photos on the desktop, Frank is actually putting this key strategy to work.

    2) By branding his methods of Mass Control with catchy words as "seductive secrets", "special identities" and so on at the start of his video, Frank is actually adding a "coolness" aura to his marketing, thus differentiating it from the common marketing campaigns where people in formal suits greet you with all the hard facts telling you that you're going to love this product and blah blah blah.

    Frank is approaching it from a different way by first of all creating a comfortable and informal environment, building a 'trust' feeling right at the start and then moving on to differentiate his product as something pretty cool which people should actually try.

    VIDEO
    Disco (http://masscontrolsite.com/blog/?p=20) Time:- 65 min

    1) The first time Frank tries to sell you Mass Update Strategy is at the start of his video with Mike. They both start off in a conversational note with Mike having a general attitude of disbelief about Mass Control and then Frank asks him to test it on his business. The whole setting the exact feeling the viewer probably has at the moment.

    Frank comes across in the interview with no real interest and he is not trying to sell his Mass Control strategy. Instead, he’s just asking Mike to try it out. So it’s sort of "Hey, this is one cool strategy I found out. Why don't you just try it out and see if it works for you" while not directly asking a person watching the video to actually go and buy Frank's strategy.

    2) The second time when Frank is actually applying his Mass Control strategy on the viewer is when Frank and Mike are having a conversation discussing the possible effects. In this, Frank is actually acting not as a seller of Mass Control, but in fact someone like you and me, who is still thinking about the possible loop holes in the strategy like a long list or access to Guru and so on. In this, Frank is actually applying the self-convincing part of Mass Control. Mike has already showed the results, and they are impressive.

    Now, Mike and Frank are applying the strategy of implicit selling i.e. he is not asking you to buy Mass Control (and that's the best part of it). He is simply clearing doubts that a normal person would have.

    This whole conversation is targeted at the implicit way of selling - by making a person make up his own mind rather than Frank boasting about how good it is and why they should buy it.

  13. Ree
    Posted January 29, 2008 at 9:45 pm

    WOW!! When I started typing this and looking through the video’s there were only 3 comments here…. Here’s mine anyways….

    Frank Kern & Mass Control – A study

    The most amazing thing about Frank Kern and his video’s is the fact he is teaching people “WHAT” to do while he is actually implementing the EXACT techniques he is teaching directly upon them.

    Frank is teaching how to be a friend to your “prospects”, we are his prospects of course and he is “letting us in” on secrets etc to build up authority on this subject and trust in his word… He is showing us he’s willing to share, willing to give away his secrets to “take care” of his friends and help them succeed.

    While you know he’s doing this you sort of don’t even mind because what he’s saying makes absolute sense, and the case studies Frank uses are realistic, oh yes and not to mention how he often faults himself. Gives the “real” statistics, the “real” facts, not just the hyped up ones that others want you to know….. So some specific examples from Frank’s Video’s:

    Frank’s First Video:
    1) Franks sets himself up in this video as an ultra “regular flawed” guy. He quickly lets us know that he is baring all just because he wants to. This is how he begins to form the needed “friendship” for Mass Control
    2) He speaks “technically” about the decision making process… about allowing the prospect to make their own decision…. Implying he will not be forceful with prospects looking at his products, but he will give them really great stuff free ( so at this point people are thinking “Great I can get free stuff and this guy isn’t even going to push it on me, so I won’t need to bother buying more) Of course over the period of time, Frank’s excellent info and video’s and trustworth nature will make people automatically want more!
    3) Frank sets out details of what his successes have been before, showing he is willing to show his real self to his prospects, he has nothing to hide, because then he goes onto explain the reality of the actual monetary success and how it’s not all as it seems.

    “Is This Mind Control?”
    1) “We are going to talk about how to get inside the prospect’s mind” – You are working together with Frank, you are not his prospect you are his peer
    2) “I am gonna show you how to do that, nobody really knows how to do that by the way so you’re getting quite a jumpstart” – Frank is instilling trust, he is “letting you in” on a secret, HE is knowledgable making you trust his word but he is of course willing to “share” his information with you so he’s got your best interests at heart.
    3) “going to show you how to bond…. So that they know like and trust you” Franks entire introducting and video production is geared towards forming that exact bond with everyone interested in “mass control” Frank shows pictures of his “children” (although we don’t even know if they are) behind him in this video on his computer monitor. It appears he is making the video, simply and from home.. making us think “he’s just like us” “he’s an average guy” and he’s openly sharing his knowledge with us.
    4) “I am going to show you “honestly and ethically” of course” – Frank is encouraging us to undertake business is an honest and ethical manner, to reinforce to everyone watching the video that he runs his business this way.
    5) “Its highly effective and nobody’s doing it” – Again, he knows something nobody else does, but he wants to be our “friend” and share it with us.

    List Getting Video Part 1
    1) Frank again bare’s all – he shows how many subscribers he has…. Then he faults himself again and tells how not “all” those subscribers are active…. He is honest, but he shows valid “authority” as it’s a good size list
    2) Frank’s “secret magic formula” is ultra simple and he lets you know he’s friends with IM big players and they use exactly the same techniques. He closes the divide between the “big guys” and the “average guy” showing they are the same thing.. making you think you can do it too.
    3) Teaching the fundamentals “dunno why nobody else teaches the fundamentals” implying he is doing a favour again to his prospects letting HIS prospects in on things other people never bother with, showing he wants to HELP and be your friend through this all.
    4) “Here’s Reality” “Continual laughing at the basics of common sense about internet marketing” This is to show that Frank thinks most of the internet marketing spiels are just to try and “rip people off” hence he is proving he isn’t out to do this…..
    5) Again, “the ugly truth” most people who see your stuff will NOT buy it….. Frank is showing he is honest but reminding us that it can still be done and he is helping us “to do it”
    6) “Let me walk you through it…. This is really easy” “I have taken my Saturday here overlooking the ocean…generating this video for YOU” YET again, being a friend and giving up his time just for the positive outcome of his prospects…
    Mass Control Preview:
    1) By showing an actual video from “THE course” Frank is still being nice and letting us in on “secret information” he’s showing us that we are really important to him while sneaking in the details of whats already appeared in the course (at the start of this video its mentioned) so we get hungry to have experienced it all
    2) “most people” do this, do that… Frank wants you to know you are not “most people” you are a part of HIS network, you work differently and successfully…. You and him are friends in the internet marketing world
    3) “imagine you and I” “we don’t want to….” Frank is strengthening the idea of friendship between himself and his prospects.

    Ok so I have raved on a bit, but I think it is so interesting the entire way that Frank’s “Mass Control” works… although you know you are a part of it, you don’t really mind, because the perceived quality and trust is wonderful. The way Frank implements simple but professional video and audio… nothing too fancy, nothing too amateur looking… EVERYTHING Frank does is a related to Mass Control (well pretty much anyway!!)

    But, the fact we are all here happy to review it and absolutely willing to put our best thoughts forward and time and effort in, to have a hope of winning a stompernet course shows that well, simply, frank’s techniques work, and work well not just for him, but for others also.

    Thanks :)

  14. Linda
    Posted January 30, 2008 at 1:27 am

    Video: $23.8 Million in 24 Hours? (Who cares?)

    Mass Control Example #1
    When Frank did it, his course Sold Out
    • Mass control sold out in 20 minutes
    • It was (Barely) a launch to 8,500 people
    • Didn't offer payments.
    Makes me think: This course is going to sell out. I don't want to be one of the disappointed ones. Makes me almost froth at the mouth and get in line EARLY to make sure I catch one of the prized places!

    Mass Control Example #2
    His students were ordinary people:
    Did it in under a week.
    Selling cheap products in niche markets
    No launches
    No affiliates
    Used only one tiny mass control strategy.

    Makes me think: Wow! There's hope for me. If they can do it with those disadvantages, then maybe I can do it too!

    Video: Getting Inside the Minds of Your Prospects

    Mass Control Example #1
    Make a damaging admission to show that you're up front with people.
    They will tend to believe that you'll tell the truth if you tell something bad on yourself and your product. Turn it into a selling point, e.g. Frank's admission: I lost everything to the FTC and then I built it back up.

    Frank's admissions make him seem like a real guy. In fact, I loved the no hype, laid back attitude. It immediately attracted me to him and got me to let down my defenses.

    Mass Control Example #2
    To make people not want to appear to be a loser by not taking the program:
    You might say:
    Mass Control is NOT for people who don't take action
    Mass Control is NOT for people who are afraid to step out of the box a bit
    Mass Control is NOT for people who are unethical or would use these methods for evil

    Makes me say: "I'm willing to take action! I'm not afraid to step out of the box, and I would NEVER do anything unethical! So this program is a good fit for me!

    Video: $36,000 in FOUR DAYS (Frank & Mike)

    Mass Control 1:
    Talked about the fact that students made a lot of money with just ONE of the ideas in the program. Makes me think I won't have to work as hard to make money (unlike what I'm doing now!)

    Mass Control 2:
    Frank says, "The first stuff you see in the program is something designed for you to recoup your investment."

    Answers the objection: this is too expensive because now I know I can recoup my investment. And it will be easy: just cut and paste.

    Mass Control 3:
    Frank says: Mass control launches on Feb 1. Probably will sell out and there are thousands on the list. Will work for you if you're willing to take action.
    I'm closing it off on Feb 3rd.

    Makes me REALLY want to be one of the lucky ones who MIGHT get accepted, rather than thrown into a mental discussion with myself about whether I should spend this much money…

    Video: They Call it Mass Control

    Mass Control Example #1:

    Validate your reader's opinion: Let your reader know that you understand how he's feeling and that you've been there before
    "And if I was you I'd be wondering …"
    "In other words, I know how you feel."

    Frank did this for me over and over as I read through the copy of They Call it Mass Control. He kept answering objections I had in my mind because get real: $23.8 million dollars in 24 hours is hard to swallow!

    Mass Control Example #2:
    He shows that he's a regular guy with a family so his readers can relate to him.
    Graphic of him and Matt breaks up the copy, but it also shows he's a real person.

    I found myself liking Frank from the get go. In all these videos he lets his personality shine through. I never feel pushed to buy, but I WANT to buy.

  15. Frank Bauer
    Posted January 30, 2008 at 3:27 am

    Hi Andy,

    Thanks again for your personal feedback in the December i5Gold call. :)

    Ok, here are a few of the sections where Frank uses "Mass Control" in his videos…

    1. Homepage Video:

    a) He uses the damaging admissions that he only made "only" about $1 Million out of the almost $24 Million himself, that is was not easy, got ugly and the total figure is actually from 4 launches combined.

    b) I keeps making / commenting on his own typos and reminds of that he is not perfect. Kind of like… if he can make it, then us for sure.

    2. List Building Video:

    a) He mentions another damaging admission that be can't do simple math without a calculator.

    b) He provides great free content that not only helps him overcome objections from the ask campaign (don't need a list to build this), he also makes the viewer wonder how much better the whole package must be it Frank gives this part away for free.

    3. Naked Dudes & Volleyball Video:

    a) Frank freely admits his "character" flaws like e.g. he has no magnetic personality and a bit of OCD etc.

    b) While driving to the beach he keeps looking at the viewer (in the camera) and make the viewer feel like we are taking a ride with Frank. Really helps to bond.

    4. Disco Version Video:

    a) Frank shows the viewer a part of the house, some areas which are a little messy make you believe that nothing is staged… just as it is in reality. Then the actual interview with Michael takes place in Frank's kitchen. A very homey and friendly environment.

    b) Frank left seconds before the interview started and blubbers in the video which made the video not only entertaining to the viewer, but gave the impression (at least to me) that Frank could be a the good buddy that you like to hand out and have fun with.

    I could mention some more that I found, but don't want to waste your time reviewing this and leave some for the others as well. :)

    Best regards,

    Frank Bauer

  16. Raymond Chua
    Posted January 30, 2008 at 4:40 am

    Hi Andy,

    First, Frank slaps out some big claims and then he exposed the flaw behind the big claim (Earns $24M but only $1M is his)

    This makes him appears as an honest guy and this will get him a lot of trust from his audience. Building trust means building a relationship with them and thus increase the conversion.

    Secondly, he makes simple thing complicated at first (to get the audience's attention) and then explains it in a simple way. (without admitting that it's easy)

    This happens when he says "Do the math" and tries to relate lots and lots of pain to 'doing the simple Math' and show the audience 'how hard it is' (which is actually very easy)

    So, no matter how hard the stuffs is, in the future, his audience will still perceive it as 'easy' because they have been preprogrammed to think so.

    At the same time, this makes Frank appear as a not so smart guy and makes his audience believe that if Frank, an ordinary or a not so smart guy can make it, why not me.

    So, do I win the prize? :)

    Cheers,
    Raymond

  17. Ben
    Posted January 30, 2008 at 5:32 am

    I learned a lot just by sitting down, observing, and analyzing the videos. This is longer than you asked for, I know, but I've really found value in your Going Natural 2.0 series and thought it was the most in-depth instruction I've found. I'd love to learn even more from you guys, so I thought I would put a little more effort into my post as it is merit based. I hope it's worth it…

    First Video

    First Slide- Makes a ‘massive’ claim that $23.8 million was made in 24 hours to grab the attention of the viewer and engage their interest. Also anticipates some of the questions and doubts the viewer will have at hearing such a claim by addressing them at the outset.

    Second Slide- Qualifies the massive claim by revealing the catch: it’s technically true, but it needs explaining. This is an attempt to gain trust by being forthcoming. The admission that the generation of $23.8 million wasn’t easy also works on a few other levels. It issues a challenge to the Type-A personality type who likes challenges, thus further engaging and motivating them. It’s also a set-up for the rest of the video in which the steps will get progressively easier.

    Third Slide- Introduces Mass Control as a secret weapon, engendering further engagement because of the words ‘secret’ and ‘weapon’. It also introduces the product in a narrative manner that allows it to seem like it’s not ‘blatantly selling’. ‘Black ops’ operates in a similar manner as ‘secret weapon’ and it is then qualified. The benefits are then listed by first highlighting negative examples that will probably resonate with the viewer’s experience with being marketed to in most settings.

    Fourth Slide- Titled ‘Big Secret’ with the caveat that there are many more big secrets. It lets the viewer feel like they are a confidante and implies a promise of further intimation of secrets. The use of the I.D.T. acronym is an attempt to establish authority or expertise by sounding academic. The definition is then simplified and explained so that the viewer now feels as if they are an expert as well. This incites a feeling of personal accomplishment because they learned something technical and it also generates goodwill toward the teacher.

    Fifth Slide- Promises that the viewer will make more money if they can grasp the following concepts. This continues to keep them engaged and it also personalizes the sales message to the viewer for the first time in that it could now affect their life or business. This triggers an internal dialogue, if it has not already been triggered, in which the viewer begins considering the merits of what is being said and how they can apply it. This is the first step toward an implicit decision.

    …

    It’s the New Get Rich *disco* “Cookin’ with Frank ‘n’ Mike” Show!

    The informal setting sets the viewer at ease but the quality of what is obviously a personal residence implies that the owner of the residence is successful, thereby granting them a subtle authority of expertise is the viewer’s subconscious.

    The use of humor is a way to engage the viewer and personalize the presentation.

    Frank then establishes further credentials by citing his successes.

    The interview format mitigates the ‘blatant selling’ of the Mass Control product by making it a friendly conversation. Michael provides prompts in the form of questions, allowing Frank to become the focus of attention and highlight all of the product’s features and benefits.

    Michael also serves as an on-the-spot testimonial for Frank’s systemology, personalizing it from the large but ambiguous numbers into a narrative the viewer can relate with. This furthers Frank’s credibility. Michael’s case study also demonstrates the process that a purchaser of Mass Control will likely go through, thus pre-familiarizing them with the product.

    The subtitles that state that Frank doesn’t have to work much imply that the viewer, if they purchase Mass Control, will likewise not have to work much. The subtitles make this implication without explicitly making the claim.

    Interestingly, Michael’s and Frank’s roles of interviewer/interviewee switch at the end of the case study, also giving Michael a chance to promote his products through the interview format.

    Artificial scarcity increases demand by creating a desperation factor. People do not want to be left out.

    Inside Prospects’ Minds Video

    Frank takes on a teacher role, thereby creating implied credibility. Stating that no one else teaches what he is going to teach creates engages the viewer and creates mystique.

    The medium of video automatically and inherently creates a higher level of trust and bond with potential clients.

    Outlining the video’s main points gives the viewers a sense of structure, similar to bullet points. It also increases the chances that they will watch until the topics they are interested in have been presented.

    Stating that the viewer has an advantage predisposes the viewer toward a positive attitude. People like having advantages.

    This video also caters to people with different learning styles by providing text, audio, and video content.

    The videos as a set also provide Frank an opportunity to create a relationship with his viewers through repetition and familiarity.

    Frank makes a damaging admission of his own while talking about damaging admissions.

    How to Make Lots of Money Forever - List Building #1

    Makes massive claims about making lots of money forever and having a lot of subscribers.

    He then qualifies the number of subscribers.

    Uses ‘Secret’ to grab attention and then contrasts ‘Secret’, which implies complication, with the simplicity of the secret-common sense.

    Targets a market of people who want to know how to target their markets, which is the knowledge that he is selling.

    Provides value with videos, builds trust by giving the information for free. This sets up the product.

    Identifies objections people might have and uses his product to solve them through a demonstration.

  18. john clark
    Posted January 30, 2008 at 9:52 am

    First, thanks for the challenge to go back and look at these videos more analytically. It was something I would not have done without the contest and as it turns out that would have been quite a loss.

    A. In the first video:

    1. Right out of the box the very first thing you saw was a big, attention getting heading, with Monopoly-money-sized results claimed . . . . and just as I am looking at this with no sense at all that this has any reality in my world - - - - he follows it up with "Could that really happen?" Just as I was getting ready to dig in my heels and pull back against the big claim he turns around and goes in my direction.

    There is a hypnotic technique that puts you into trance by giving you "mental whiplash". By starting your thinking moving along in one rather predictable, normal direction and then reversing to an unexpected direction so abruptly that your conscious mind just gives up, crashes, and let's your unconscious take over, it is often possible to move into trance and open up to the therapists' communications that follow. Frank's 1-2 punch in the title did this for me.

    2. His "aw shucks" demeanor is constantly saying "I'm no better than you", but he cranked this up when he told the story of the success of his students with this method. He tells what they did and their results in such a way that when he asks "Do you think that you can . . . ." I'm thinking "Heck yes! I'm smarter and will work harder than those guys, put me in coach". (By the way, that response has gotten me into trouble more than a couple of times, but I still do it.)

    B. List getting I

    1. Showing the screen shots of his list accounts with his self-deprecatory, don't-overlook-the-warts, style set up an implicit selling/deciding situation. It gave me the data to decide whether not I think this guy is: -any good at this himself. -is a person I'd like to work with. -has any relevance to my own situation. -worth spending any more time with to watch the rest of the video.

    2. For me at least, this one was an example of giving real value. He showed very clearly a way to doing this that I could use.

    I've heard the advice to tell them what to do in the free stuff, but make them come back and pay to get how to actually do it. I'm kind of paranoid anyway, so when it feels like someone is doing this it usually just makes me mad and I won't buy even if I think they have the rest of the information and are asking a reasonable price. It didn't feel like he did that with this one.

    C. The 90 minute sales letter walk-through

    1. He took me into his confidence, into the inner circle, in an unexpected and effective way on this one.

    Afterall, this was a sales letter that he had sent to me. I had experienced it as the prospect and found it to be quite effective. Effective enough that when he came back and said "Pretty good, huh? Want to see how I did it?" I felt sort of like one of the "big kids" was letting me in on how something "really" works.

    2. In the process of going through that letter, he not only gave a lot of value by showing how he thinks about and plans these things, but he also moved the attention from "I'm a straight shooter who won't fool you. You can trust me. See? I'm showing you what I did," to "The System", how he was just following the system. And, incidently, he was able to show his ability not only to use the system, but to explain how to use it to me.

    D. Cooking With Mike and Frank

    1. This is a beautiful example of a third party testimonial. In fact, it was almost a step-by-step course in how to do the third party testimonial if you look at it from that perspective.

    2. The implicit decisionmaking was strong in this one too. He showed us enough of Mike as a person, Mike as a student, what kinds of businesses Mike had, and Mike's actual numbers that we could decide for ouselves how the whole thing worked out and whether or not we thought it could apply to us.

    He also did the same thing with himself in the role of coach/teacher as we saw him interact with Mike. It was pretty apparent that there were lots of things that Frank could have "told" Mike. Instead, he just sat there with a twinkle in his eye saying "just work the system".

    It's hard not to spoil the surprise and give the kid time to open the box his own way when you know what's in there and how much he'll like it. For me, I was watching Frank to see if he could really do this.