…when you know the secret to using it effectively, that is.
“Mass Control” marketer Frank Kern is on the loose again! He’s about to launch some sort of membership programme, from what I can gather. In the lead up to that he has a new video which provides some excellent marketing information (as does most of the free material Frank makes available).
Now, the first thing that’s of interest is the actual content. It’s a simple formula for selling pretty much anything that ace copywriter John Carlton gave to Frank. Ready? Here it is…
1. Here’s what I’ve got.
2. Here’s what it will do for you.
3. Here’s what I want you to do next.
Pretty simple, huh? And it will work like gangbusters for you…provided you know the secret.
You’ll find a clue to the secret in the examples that Frank gives. You see, John Carlton gave Frank this formula in the run up to the original “Stompernet” launch. The background to this was that there had been an extensive launch campaign with a ton of great, free content provided along with all the other elements of a Jeff Walker style product launch.
Problem was, somebody forgot about the copy and on the eve of the launch they were stuck with copy that sucked.
In a panic, Frank turned to John Carlton who provided the advice to “just sell the damn thing!” and use the simple 3 step formula above.
The rest is history and the launch was a huge success.
The other examples Frank provides are from a couple of his own promotions. You’ll see them on the video.
So what’s the big secret? It’s CONTEXT.
In all of the examples Frank mentions, there was already a pre-existing relationship with a “starving crowd” (or qualified audience). Credibility and trust had already been established. So a large part of the selling task had already been accomplished.
In these circumstances, it makes sense to use a simple and direct approach in the copy.
But do you think this would would work very well with a cold list who had never heard of you? Well, it might (if the offer was super compelling) but chances are it wouldn’t.
If you want more details about this idea of context, the chapter “The Man With The Golden Helmet” in Joe Vitale’s “Buying Trances” is a great reference.
Now, the second item of interest is the video itself. Every single piece of material that Frank Kern puts out is a case study in his “Mass Control” approach. So, it’s well worth watching the video carefully to watch what he is doing. Plus, the video is an example of the new and higher levels of production quality now appearing (following the recent trail blazing video from John Reese).
So, the video is well worth checking out. Here’s the link. This one’s completely free, no opt-in required. There is an opt-in if you want the follow up videos.