14 (Invisible) Marketing Techniques.
Just because you didn't notice it, doesn't mean it didn't affect you...
I was tempted to just send an email that said:
"Here's your 14 Invisible Marketing Techniques" and then leave the rest of the page blank.
Maybe on April 1st. Anyway…
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14 Invisible Marketing Techniques that you ought to get good at so you can make money
In your sales messages, it's almost certain that you're forgetting a CRITICAL conversion element.
Here's what you're forgetting:
"Goal Manifestation"
Simply put, your sales message must help your buyer Visualize what their life would be like because they've purchased your product.
And I'm not just talking about Testimonials either.
Testimonials are "Attention Retainers". They are very good at what they do, but they're not essential for conversion.
"Goal Manifestation" is.
How is this different from a "Fantasy Result"? Simple. A Fantasy Result is about Circumstantial Use of a product.
Goal Manifestation is about BEING the person whose life has changed AFTER the use of the product.
Pretty straightforward, right? Well, here's the thing…
…You sort of need to make Goal Manifestation nearly invisible to your prospects.
So there's that. 
I'm going to show you how it's done by way of example.
BUT FIRST
You're going to need to watch the first 6 minutes of Frank Kern's latest video here:
Frank's Invisible Marketing Video
Watch right up to the point he starts drawing on the whiteboard wall then come back here.
Okay – in the first 6 minutes and 40 seconds of that video, there were 14 nearly invisible "Goal Manifestation" moments.
Fourteen. Did you notice them all?
Here's a break down, in the order of their appearance:
Scene: Frank Driving in Car.
1 – IMPLIED WEALTH (DESIRE)
He's driving a Porsche Turbo. At first, this is very subtle. The only clue is the Porsche Logo on the steering wheel.
My perspective: I've always wanted a Porsche. Since I was 15. And when I became an Adult, I still wanted one. But I didn't want to PAY for something like that.
Frank did. He's manifested one of my long-time goals. I can live vicariously through his Porsche ownership.
2 – LOVES LIFE (DESIRE)
Play Time FIRST, Business Second. Frank says that before he reveals the secret of creating money, he wants to take YOU to one of his surf spots and check it out.
My perspective: In Franks First Video, I found out he was a surf maniac. By his own admission, he's a BAD surfer, but he's so crazy about it, he's got 30 surfboards. Meaning, he LOVES surfing. It's special to him.
And he's taking me along to see a place that represents a special part of his life.
I'm now part of the "Club".
3 – CAUTIOUS AND CONSERVATIVE (RELIEF)
The Porsche is going 19 miles an hour. And he mentions that this car has 480 horsepower.
My perspective: Frank is a safe driver. Despite the temptation to rip a hole in the fabric of space-time with that car's power, he's Driving Miss Daisy. He's in no rush, and he doesn't take chances. I want to learn from a happy go lucky guy who owns a Porsche and didn't have to take risks to get it.
4 – BALANCED PERSPECTIVE (RESPECT)
The Porsche has almost 1,900 miles on it. "I drive rarely"
My perspective: He doesn't have to drive very much because he works for himself. His lifestyle lets him only drive that car when he wants to, and it fact, he doesn't drive very much at all.
Also, even though I'm pretty sure that car is about $100k, to Frank, it's just a car. It would be cool to be ABLE to own a Porsche, but not really care so much about it that you MUST drive it every day.
5 – (Note: VERY SUBTLE)
You'll hear his cameraman mention that when Frank lets him drive the Porsche, his average speed is MUCH faster.
Two things here: First, the camera man's statement about his speed just solidifies Frank's position as a cautious driver.
And what you might be feeling here is that that "kid" is kinda irresponsible for treating Frank's expensive car like that.
So, I'm kinda thinking that this camera dude might be a little creepy. He makes me care about and respect Frank even more.
(Now, in the "CLIFF Scene", Frank pays this off like a true MASTER. Keep reading.)
Scene: Gate Entrance and walk towards Cliff:
6 – DEEP, EXCLUSIVE ROLODEX (DESIRE)
As Frank is walking towards the special surf spot entrance, he recalls a story about a time he came here with Jeff Walker.
My Perspective: I've heard of Jeff Walker. He's the Product Launch Formula guy. He's very private, and generally keeps to himself. But he chose to hang out with Frank, and Frank decided to take him to his special surf spot.
Have you ever heard this:
"Your income is the average of the 5 people you spend the most time with?"
Nice little exclusive club that Frank's got going, eh?
7 – UNDERSTATED NEEDS (RESPECT and DESIRE)
Frank mentions he had on "His Other pair of Jeans". He also mentions he only has 2 pair.
My perspective: He lives near the beach. He lives in Southern California. He surfs. Jeans must be his "Fancy Clothes". He must wear shorts to "work".
Who wants to wear shorts to work? Right, exactly.
PIVOT – So far, we know that Frank has a very nice car, is cautious, tolerant, and has very smart and successful friends like Jeff Walker. He gets to wear shorts to work, and puts his leisure activities before his business activities.
It's nice to be Frank. But now, it's time to humanize Frank because sometimes, having that kind of success can cause jealousy.
Notice what happens next:
8 – JUST A REGULAR GUY (Humanize)
The story of the split jeans. Frank rips his 2nd pair of jeans wide open on the way to his surf spot. He doesn't get upset. In fact, he's laughing about it when he shows you the actual split jeans (pretty funny trick with the elbow, eh?)
My perspective: Frank is not a magical being, free from the laws of physics. He's just a regular guy, and his jeans rip, too. What I like is that he can laugh about it, and he wants to make me laugh, so he does that funny like hairy elbow in the jeans gag.
I like this guy. He makes me laugh.
9 – SELF-AWARE & FUNNY (Humanize)
After detailing how Frank was walking around mooning a bunch of kids on the beach, he catches himself and says "As you can tell, our videos are chalked full of usable content, um that's something that you can use immediately to make more money".
My perspective: Thus far, I've really been enjoying what a "Day in the Life" of Frank is like. And now, I really appreciate that he's just called out his own awareness that it's time to pay attention to me, the viewer.
And he made me laugh when he did it.
There is NOTHING more endearing that self-effacing behavior. If you can make fun of yourself AND include other people in on the joke, you're creating an INSTANT BOND.
Scene: At the Cliff
10 – YES! HAVE FUN! (Humanize)
On the cliff, we learn that the wind is "not doing the surf any favors" but Frank also says, "This is still an awesome spot, we're out of the office, we're goofing off a little bit."
My perspective: Whew. Frank likes to goof off, too. That means, in order to be mega-successful, I don't have to work 24/7/365. It's OKAY for me to want some time for myself. I don't ALWAYS have to be in full-tilt work mode.
11 – PAY OFF from Earlier (MASSIVE Humanization)
Just as he's about to start spilling the beans about creating desire and trust for your prospects, Frank warns his camera man that he's about to step off the cliff.
My Perspective: First, the "tease" is brilliant. I'm ready to receive Franks information. He's about to tell me and… he stops to make sure that his camera man doesn't plummet to his death.
And, BTW, this is the same cameraman that I sorta thought was creepy because he abuses Frank's exotic sports car.
Not only do I forgive Frank for delaying again (he was saving an employee from harm), now I also feel kinda "little" for thinking anything bad about the camera dude. Because if he's worth Frank's time… he must be worth mine.
Scene: Back at the Secret Headquarters
12 – SOUGHT AFTER (DESIRE)
Back at Frank's beach front hideout, Tommy, who apparently is just a dude that Frank surfs with, has helped himself to a game of Asteroids on Frank's full sized arcade console.
My perspective: People think that Frank is so cool, that they just come by to hang out with him. Frank is so laid back that he leaves his door unlocked so his surf buddies can stop by and use his place.
13 – WORKS HARD (RESPECT)
As Frank walks into his "Office", the camera cuts away and shows that the sun is setting.
My perspective: Frank actually does work. And today, it looks like he's putting in some extra hours so he can teach me some marketing secrets.
Yes, he may be surrounded by distractions and toys, but he's clearly not lazy. He'll do what it takes to get the job done.
14 – LOVES FAMILY (MASSIVE RESPECT)
On Frank's Whiteboard (which is his entire wall – which is not only cool, it means he's serious about white boarding) is a giant doodle from his 2 daughters.
My perspective: His daughters are involved in every part of his life. They've come to his office and used his office space to play.
Being a family man usually means having and taking responsibility. That's a statement in and of itself. And it's a good reputation to have.
I know that the last newsletter said there would 12 invisible marketing tactics, but when I went back and reviewed my notes, I saw that there was actually 14. Hope you don't mind.
So, what can we take away for this?
First, keep in mind that this is all about Goal Manifestation. Frank has brilliantly engineered a series of very subtle messages that cause the viewers to bond to his lifestyle.
What he has achieved in his personal life is VERY appealing to most people.
- He has a measure of wealth, but he didn't have to say he does.
- He is conservative and cautious, but didn't make that statement – he SHOWED it.
- He balances work and play.
- He works on his own terms.
- He collaborates with other thought-leaders.
- He's doesn't consume money conspicuously. He's kind of "understated"
- He's a likeable, funny guy.
- He cares, even for riff-raff (BTW, I know his cameraman, Andrew – he's awesome)
- He enjoys the company of others and doesn't expect compensation for his openness.
- People want to hang out with him because he's just cool.
- He does actually work hard when he needs to.
- He loves his family and includes them in every part of his life.
In short, "Being Like Frank" would be a good goal to have. So, I think I'm going to listen to him when he teaches me how to make money. Because it seemed to work very well for him.
That is the essence of Goal Manifestation. Frank becomes the living example of my own goals.
Remember, the key is SHOWING, not Telling.
I hate to use the phrase "Live your Life Out Loud", but when you need to show your prospects, the very best evidence of success (by using ANY of the products you sell), is to show the life that has been affected.
Thanks for reading. This was a lot of fun for me. Reminds me of when I used to edit Feature Film trailers.
Andy
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Frank is the maximum, his techniques are very original
With out doubt Frank is a true master, I wonder if he has worked with NLP?
I started doing aome of the above mentioned techniques and I think it's better to start one or 2 at a tiume than doing all without direction… This is a great strategy though.. thanks
I really enjoyed the crowd control part, I think that this blog is amazing in adition to the stomper net videos!
Quite thorough analysis on defining the ideas of making money and knowing your target market. Crowd control part is interesting. Thanks.
I saw the video a few days back and did not want to see it before I read your 14 points just to see how much of video I remembered.
Wow, that was an amazing analysis and a how-to….even after about 3-4 days what Frank did so subtly in his video actually resonates in the sub consciously.
I am so excited to be getting my own copy of MC2.0 and your 'Gonzo' bonus made it a no brainier.
Best of Andy and Frank – what more can a guy want
Just listened to the podcast while walking the dog, Andy. Great stuff. Frank's cracked the code and pulls it off effortlessly. Thanks for interview and getting to the answers to questions that inquiring minds want to know!
Yea, im with Alan, I would like to know if this can be applied successfully to physical products rather than the typical info, affliate etc etc?
cheers
That's a great analysis, Andy. And I had written off the front-end as Frank just showing off and playing.
Very insightful post, Andy. It gives me a whole new appreciation for the genius of Frank Kern. I'll never look at a video the same way again!
(Incidentally, these "invisible marketing techniques" uncover clues on creating more subtly persuasive sales copy, too. I'll take these lessons to heart.)
Joshua Aaron Stanley
Internet Sales Copywriter
I like Frank's material a lot. Frank does a masterful job of selling the vision of life on the beach, surfing, and leisure by following his methods. And it works perfectly because that's what he's selling, his mass control program.
I struggle with the lack of examples of how his techniques can be used to promote a physical product. Has anyone had any luck using these techniques for a physical product ? I have seen plenty for affiliate programs, internet marketing, etc…but not much for hard goods.
Any comments?
Actually this video was part of a series of pre-launch videos that were all about marketing his new "Mass Control 2.0″, which IS a physical product.
On the topic of the article, I think Frank is a brilliant marketer but I think he, himself, would be surprised if someone showed him this list and asked him how he plans videos like that. I think we'd find very quickly that Frank was just being himself and that a lot of the "tactics" in the video (like warning the cameraman he was standing too close to the edge….or his self-deprecating humor) are just his own personality…..not deep psychological tactics that he's deliberately using to create an effect.
I think the real answer is both much simpler and much more complicated. Frank has admitted in interviews that he has created an on-camera persona that is an exaggerated form of his own personality. That's not a casual exercise….but it also means that — once you really know your "core identity" (as Frank calls it), then you're really just being yourself.
If you haven't seen Frank's video "Core Influence", that sums up everything that Frank is doing in this video.
Andy,
A great post there with lots of good detail. A couple of extra marketing techniques I picked up on were the 'Location Change' and the 'Actual Location'. By Franks own admission he likes to take the audience on a journey and when you change locations within a video the audience feels like they've been on a journey with you before you even get to the sales pitch. This puts 'us' in a much better buying frame of mind as we've just been hanging out with this guy, he took us to 'secret headquarters and the beach – we're practically buddies'.
Initially Frank took us in his car (1st location) to the Beach (2nd location) via a good story and a stroll. The beach always plays heavily in his marketing material because of what it represents. In one of Franks seminars he explains that the beach means 'freedom and fun' to a lot of people and that is what we are striving to achieve with our businesses. Seeing him all happy and chilled at the beach gives us the impression that we'll achieve that too…when we buy his stuff.
Funnily enough, even when you know the techniques behind his sales pitch it still doesn't make it any less impressive – if anything it just makes it even more so. How many marketers would tell you why they do what they do in their videos? You spend all that time making a video, creating lots of subliminal marketing techniques and then you spill it to the people you are marketing to?
The guy is a genius because we now feel like we're even more on the inner circle and we're ready to S.F.S.M.F.M
Great post – thanks for breaking it down,
Nikki
I'd much rather hear that you are hanging out with Frank Kern, than that blow hard Tony Robbins.
Be careful who you associate with.
Well Said. This was a wonderful post and the breakdown of the 14 "Invisible" tactics was precise. A must read for every follower of Frank Kern (or potentail follower). Thanks Andy for sharing.
Fabulous!!!
Andy you are the man! I can not believe the detail that you put into describing Frank's video. I suppose perhaps you have some insight to the design of the video? Either way, you clearly reflect a level of marketing knowledge that far surpasses the "bar" in the "Make Money" world.
And we have all heard of Frank Kern, hes been making a fortune online for years. I remember seeing one of his videos a couple years ago. For the time, the video was far better graphic quality than "the norm". The guys pioneered the Internet Marketing Industry and Has Made a Fortune. I would say the longevity of his career speaks to the quality of his products.
Thanks Andy for a Great Read!
Jeromy (AKA Hillbilly)
These are the top marketers in the world. I only follow a few because everyone else is (I hate to say it, but………..) watered-down versions of the real things. I understand that everyone learns from a succession of knowledge, but I only want the best.
Besides, if you don't stick to just a hand full, you get info overlaod and cease to function. Anyway, here are the top marketers that I follow…
1. Dan Kennedy
2. Frank Kern
3. StomperNet
4. John Carlton
5. Armand Morin
In case you haven't guessed, 5 is my favorite number. There are many more supremely skilled guys out there but you have to chose to get things done.
A dissection worthy of an emmy award winner.
I always thougth FK was an evil genius … now i'm sure of it!
Keep rockin'
Lou
Wow, that kind of things are very smart tactics!
Great Post!
Frank is filled to the brim with insightful concepts and information. And he'll force a laugh out of you whether you like it or not. Thanks for the post!
Wow, I picked up on bit of that as i watched the video, but had no clue is was so thoroughly thought out.
Yep, Frank has his image under pretty tight control, but then it's EASY for him because he made a decision that this is who he wanted to be. And so he can just be authentic and get all of his micro-messages across.
Just like Andy lays out, there's a rich tapestry of archetypes in play here: Frank builds up the "devil may care"/bit of danger/unrepentance of the "Anti-hero", while simultaneously riffing on "The Loyalist" (buddy, regular guy) and a bit of "The Powerbroker" (Jeff Walker reference, etc.).
Throw in a bit of "The Little Trickster" via humor and unpredictability, as well as of course the overarching "The Change Master" (required for "gurus", IM or otherwise), which has as its first prerequisite "control of self", i.e. the goal manifestation proof that Andy talks about.
Like I said, rich tapestry…
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Good post. Thank you