Convert

SPECIAL REPORT

CONVERT

The

Simple Little Formula

That

Sold $50

Million Worth

Of

Products

And

Services

Online

Page_{2 Convert}

A

Personal

Letter

_from

Frank

Kern

The purpose ofthisbookistohelpyou.Itisto helpyourisetothetopof your

nicheintermsofbrandposition, sales,goodwill, and reputation.

Another benefit you might experience as a result of deploying what you

learnisEASE.

Whenyouutilize thestrategies Ishowyou, you'llbecomemagnetictoyour ideal customer

...

easily attracting them toward you the way a bright light

attractsamoth.

You'll findyourself ingreaterdemandandyou'll find yourself abletoeasily commandmorein fees and price than your competitors.

And if doneproperly,all ofthis will culminatein aneasierandmoreefficient sales process.

Your ads will convert better, your emails willbe readmoreandwillget a

higherresponse,yoursales letters willgeneratemorerevenue,and your overall

customeracquisitionwillbe EASIER.

Andthe bestpartofit allisyou'llbedeliveringagreat customerexperience

...evenBEFOREthesaleever occurs.

Gone are the days of hype, overblown claims, false scarcity, and sales pressure.

Whatyou're abouttodiscoverwill quicklyposition youas"one ofthe good guys"inyourmarketplace.

You'll turn prospects into fans, fans into customers, and customers into

THE OPPORTUNITY

WE'VE

BEEN

GIVEN.

Thinkabout this:

We

have

the ability right

now

to

reach

more

people

than

ever

_before

at

any point in human history.

Andwecandosofornext tonothing, right?

When youthink aboutit,youcan put a postup on Facebook;thousands of

peoplesee it,anditcostsusnothing. It'samazing.

Then we can advertise to millions of people through PPC, through email,

sponsoredemail,banner ads,etc.

It'sinsane the reachthatyou andIcan havenowandthat opportunity alone

-

the opportunitysuchreachprovides

-

issignificant.

Butitgetssomuch better.

Your

Competitors are

Making

It

Easy

_for

You.

The bestpartof allthis isthat, eventhough there is alot of competition

-because greater opportunity breeds more competition

-

your competition is

actually makingthings significantlyeasierforyou.

Here's whyIsay this.

Ifyou bought this book thenyouandIare onthesamemarketing lists, right?

I'mgetting the same garbage you are. Hype,empty promises, and cookie-cutteremails thatwouldinsultthe intelligenceofa10-year oldarethenorm in ourlittle "marketing community".

And that'swonderfulnews!Why? Becauseit'snotjust us.It'shappening in

Page4

Your competitors in almost

every

_marketplace

have a

"disposable"

mentality

when

it

comes

to

prospects

and

customers.

Convert

Itsucksforthecustomerbut it'sgreat

_for

usfromacompetitivestandpoint.

Why?Becauseallwehavetodois just doalittle bit better (or maybeevena

lotbetter!)andwecancompletely dominate the market.

Here'sthe wayit is:

In almost every industry, there's a top

player.

And in most cases, their marketing is

horrible.Itmightsell ...butit'sashort-term

play becausetheprospectsareturned offby howhypey and high-pressureitis.

By the way,if you doubt this, go backto

your inbox andseethe latest emailpromos fromwhatever "big players"are in yourindustry.

Letmeguess...lots ofscarcitywrappedaround huge claimswithnothingbut

salespressure. Sound familiar? Ofcourseitdoes.

Weshouldbeglad.They'remakingourjobs easy!

Especially since it doesn'tstopatthemarketing.

Look,we'veallbought thesamestuff.Youknowwhat I'm talking about-you buy something thatissupposedtowork anditkind

_of

works.

All we

have

to

do

is just

do

lililli!

iilism

Convert

And that's supposed to be acceptable. In fact - it's the norm! "Almost

competent" has becomethenew"good".

Ihavenewsfor you:

That mentality isgiving you a

_MAJOR

opportunityto swoop inand gather

masses of customerswithgreater ease than ever beforejust by NOT beingan

idiot.

Peopleare getting more andmorefrustratedwith "almostcompetent" and becomingincreasingly desperate forsomeonetotreatthem WELL.

Thinkaboutitthisway: To a man inthe desert, even dirtypondwaterlooks

delicious.

Your prospects and customersare inthat desert...and if youpresentthem

with GOODwater,they'll flocktoyou in droves.

So Iwantyoutokeep all of that inmindas we dive intothis methodology

now.

Remember that people are desperate for someone to actually treat them

with respect and dignity ...and that they will LOVE you when you do it and

rewardyouwith salesfor yearstocome.

Sowithout further ado, let'sgettowork.

Talksoon,

FrankKern

Page_{6 Convert}

Chapter

1:

The Victory Equation

What we're going to be covering here is based on an equation that I've

created illustrating:

•

Where profitscomefrom

•

Howwegetthem

•

Howweincreasethem

Solet'sgoahead andgo overthatnow.Theequation goeslike this.

Positioning Promotion Process Profits

This is the pathwayto profits inany business ever

-

and especially in a

business that's driven by a personality (such as an author, coach, speaker, "guru" etc.)

We start with positioning, so it's positioningplus promotionplusprocess

equals profits.

That is reallythe entire basis ofhowyou cangenerate revenue.Let'sstart

with the endgoalin mindandtalkaboutwhat specifically drivesprofits.

There aretwothingsyoucandoimmediatelytoaffect profits.

First ofall,youcansellmore

_stuff.

Duh!Right?

Thisisknownasimprovement ofprocess.

Convert

So,ifweimprove our process

-

meaning, ifwe increase our conversions, if

we generate moreleads, if the opt-in pagegets moreopt-ins,if the sales letter

gets acouplemorepercentagepoints ofabump-thenwe're goingtosellmore

stuff,right?

Obviously.

Here's what's kind of funny. Improvement of process iswheremostpeople

focus.Thisiswhy thereare so many books,courses,andseminarsabouthowto

writebetter ads,get moreleads,getbetterconversion,andsoforth.

Well

-

send your competitors there as fast as you can because that's the

LEASTprofitableplacetofocus initially.

Here'swhy:

Whatalotofpeopleoverlookisthat, in ordertoincreaseprofits,wecanalso

simplyget more money forthesamesale.

The

_fastest

thing

to

_affect

the

bottom

line

is

your price.

Think aboutit.

_If

allthings remainedconstantandyou simplydoubledyour price,you'ddoubleyour business instantly.

Sopriceisworthworkingon.

Thereare essentiallythree thingsyoucandotocontrol price.

You can have it be affected by supply and demand like the diamond

industry.

There's this perception that there aren't that many of them. Now there's always these theories that big diamond companies have them all in a vault somewhere,whichmay or maynotbetrue,who knows?

Page_{8 Convert}

Ofcourse,that's a little bit harder for usto control in some markets but if

you'reintheadvice-dispensingbusinessorinfo-marketing, it'snothard foryou

atall.

Nowlet'stalkaboutthe othertwobecausethesearethereallybigones.

There's positioning andthenthere's value -and the one that affectsprice

themostisvalue.

Butit'snotthe valuethatyou'rethinking.

The Value

Equation

Let megiveyouanother equation; thisisthe Value Equation:

TOTAL

PRACTICAL

INTRINSIC

__

_PERCEIVED

VALUE

+

VALUE

"

_VALUE

Practicalvalue plusintrinsicvalueequals totalperceivedvalue. The wayto

writethis downby the wayisPV+IV=TPV.

Okay,solet's talk aboutit.

•

PracticalValue is thethingthat your stuff does.Ifyouhaveakitchen

knife, for example, it would be more valuable because it cuts vegetablesbetter thanthe otherkitchen knife.

•

IntrinsicValueistheunseenperceivedvalue that iscreated largely

bypositioningandpromotion.

Youadd these together and that gives youthe totalperceived value.

Convert

The

money is in

the

intrinsic

value.

It's

not

in

the

practical

value.

That's not to say in any way, by any stretch of the imagination, that you

shouldmake yourservice orproductlessvaluable. I'mnotgettingatthatatall.

What I'mtelling youis you canhave thegreatest productinthe world but you can increase the total perceived value - once you have made it good of

course-by focusingonboostingthatintrinsicvalue.

Iwant toprovethattoyourightnowbecauseit's kind ofaweirdconcept so

letmegive youanexample.

The Practical

Value

_of

a

Car

Let's consider the practicalvalue ofacar.This issomething thatwe canall relateto.Whatisgoodabouta car,practically?

Itgoes from point A to point B faster than walking. Itkeepsyou sheltered fromthe rainandcoldand all that kindofstuff;youcan putyour stuffinthere

-golf clubs,dog,whatever. Youdon't have to ride the bus, ok? Sothese are the

practicalvaluesofa car.

Let's lookatthehigh-endspectrumof cars andlet'stalkaboutthepractical

value of the BMW 750 LI.

•

It's very wellappointed

•

It'sgot niceleather

•

It's verydependable

•

Itrides well

Page_{10 Convert}

And ofcourse,everything else- itgetsyou frompoint Atopoint B, itkeeps

you sheltered,youputstuff initandyoudon't havetoride the bus.

So, how muchdoes it cost? Well, from $86,000 to $93,000 accordingto a

littleinternetresearch Idid on cars.comor somethinglike that. That's where I

gotthesefigures;theyare prettycommonknowledge.

Nowlet's lookatanothercar.

Let'stalkaboutthe practical valueofaRollsRoyceGhost.

It's verywell appointed;it'sgot niceleathers,nicewoodveneersand all that stuff.It's verydependable.Ishouldknow,I'monmyfourthonerightnow;they

areallawesome.They'regreatcars.

Itrides well,itlooks cooland ofcourseall the other stuff. Yougetfrompoint

A to point B faster than walking,itkeepsyousheltered from the rain,youcan putstuff init;youdon't havetoride the bus, right?

Nowtheprice of this guyisbetween $256,000 and$296,000.

Now,hereisthe deal.

Let's compare thesetwo;a$300,000Rolls-Idon'treally think youcangeta Ghost for $256,000 for the base model, it's usually closer to $300,000 -anda

$100,000 BMW (I'mgoingtorounduphere!)

•

A$300,000Ghost:Very wellappointed,verydependable,rideswell,

itlooks cool.

•

A $100,000BMW: Very wellappointed, very dependable,rideswell,

Convert

The question we needto ask ourselves reallyiswhy does the RollsRoyce

cost300%morethan theBMW?

Especially when, youconsiderthis...

BMW

owns Rolls

Royce.

That companyisownedby BMW. Thecars arestillmanufactured thesame

butit's BMW runningthe show.

The Ghostisactually builtonthesame chassisastheBMW 7 series. They're

essentially thesame car.

The main differences are cosmetic.

You've got a different body shape and your

interior trim is different; slightly different

quality of leather. Thatcouldbedebatablein

some casesbut that's yourmaindifference.

There are some engine differences as well. The Ghost has a 12-cylinder motor. The 750 doesnot.Howeverthe760does.

The price differencebetweenthem,likeIsaidisabout $200,000. So whyis

theRollsRoyce 300% the price of the BMW?

Well, theanswer of course is intheintrinsicvalue.

Again thereare somepractical valuedifferencesbutnot$200,000worth. So

theanswerisin theintrinsicvalue.

Here's thething-Rolls Royceispositionedasthe best.

.

Page_{12 Convert}

Inpopularculture,we use it as ametaphorfordescribingaproductasgood

-

we say this is the Rolls Royce of the XYZ industry. That is howyouwould

describethe bestpossible thing.

It isglobally positionedas simplythe best. When youdrive a Rolls Royce you haveadifferentidentity. Youpull uptoameetingin aRolls, you're treated

differentlythan ifyoupullup inthe BMWorinaHonda Civic orwhatever.

You're viewed differently. You're viewed as a success. You're viewed as

beingsignificant. Peoplenoticethiscar.

This

_stuff

is

what

you're

really

paying

the

$200,000

extra

_for.

It'snotthefactthat there might beaslightlydifferent grain ofleatheror an

extrafourcylinders in themotor onsomemodels.

It's all thisintrinsicvalue.

So,here's thething...

Ifwe wantto raise pricesandwant to be abletocharge higher feesand close those big-ticket sales, the first step we need to do to

increase profits is to increase our intrinsic

value.

Again, I'mgoingto state itfor the 900th

time

-

noneofthisstuffcanmakeupfornotfulfillingonyour promisestoyour

customers.

Sonomatterwhatwe do,noneofthisisintendedtobeprescribedas atrick

tobe abletomake up for havingacrappyproductorservice. Itjust won't work. Itmight work forashorttimebutitwon't worklongterm.

Convert

Iknowyou know this,butIjust want to makeitabundantlyclear.

getbacktowork.

Solet's

The Power

_of

Intrinsic

Value

Sowhyisthisabigdeal?

Why is increasing intrinsic value going to boost your profits more than

anythingelse?

Firstof all...

Increasingintrinsic value allowsyou

to

charge

more

_-

and

price is the number one

_factor

in

profitability.

Peopletalkabout conversionand all of this kind of stuff, but let'ssay your conversion rate stayed the same; your cost to acquire a customer stayed the

same;yourcost to fulfill yourservicesstayed

thesame;butyou doubled your price.

We needto focus on howwe can charge

moreinstead ofjust little breakthroughslike

"Should we change the headline?" or "Should we use a different blogging software?"orwhatever.

That'snotabreakthrough.

Figuringoutways to charge moreto close thesehigh-ticket things, that's a

breakthrough.

Whatwouldhappentoyourprofits?

They'ddouble-boom, justlike that.

p'liiilispiiiiii,

Page_{14 Convert}

Another reason

_for

increasing intrinsic value

is

because it increases

your

demand.

Thinkaboutthis

-

we'll go backto the cars. Everytime Ferrari comesout

witha newcar,forexample,thecarsellsoutbeforeit isevenshippedfromItaly

totheUnitedStates.

The new model is already gone and there are people paying $50,000

-$60,000 over sticker price justtohave thecarwhenit comesout.

Nowthesalespersondoesn't havetotry.

SoaFerrarisalesman whena newcarcomes

out,when the458 orwhatever the lastonewas

came out, they were in heaven. Because they just stood around and took orders for above sticker.

There was no negotiation. There was no effort. The demand is so high because theintrinsicvalue of thatcarhasbeenbuiltup somuchtoits loyal fans

thatthey'recrazyaboutit.

The samething happenswith theiPhone. NewiPhonecomesout-the first

dayit'sout,the secondday it'sout,peoplestand in linetogetthenewiPhone.

Halfofthem already havean iPhone. Sothey're payingextra to getwhat's basicallya carbon copy of the thing they've already got, but it's new and it's exciting. Andithas all thisintrinsicvalue.

Bytheway did youhearthething about how the lasttimethenewiPhones

cameout,peoplewerehiringhomelessdudestostandin line for them?

Convert

Then the homelessdudes started fighting over who couldstandinlinefor

who. It's kindofcrazy.

•

Youwant towhipyourmarketplaceupintothat muchofafrenzy.

•

Youwanttomakeyourfans loveyouthatmuch.

Well,allofthis hastodo withintrinsicvalue. Let'skeeprocking.

Intrinsic value also increases the

_{effectiveness}

of

your sales process.

Let's go backto Apple. They didn't haveto tryto sell you the phoneatthe

store.

They're like, "Oh youwant a phone,go stand outside in line with all these other people andwewillletyou inwhen it's your turn."

Does theFerrariguy havetotrytosell thenewmodeloftheFerrariwhenit

comes out?

Hellno. He's like; "Yeah wellyouknowit'sgoingto costyouabout$50,000 morethan what it saysonthe windowofthecar."

And there's guysfightingoveriteverysingletimeithappens.

Ithappens with all of the highline. With everything.

Whyisthis?

Becausetheintrinsicvalueisbuilt upsomuch. Soallofthis stuffmatters.

Page_{16 Convert}

We'll talk about profits here-that's what the little dollar signsrepresentin thediagram.

Thisisaffected bytwothings.

Overonthe leftisefficiency of process.

Thatmeansifwe use aredbuttoninstead

of a blue button on our checkout page, we

might get a couple percentage points more.

Well, thatmatters.

The other side of that is price. If we

double the price and everything else stays

consistent, wehave doubled the business.

Every factor of price that youincreasewith all other things staying thesame

andremainingconstant -that's howmuchyou grow yourbusiness.

Both of thesethingsarefueledby increasingintrinsicvalue.

Both

_of

the main profit drivers

are

_fueled

by

the

increase in

intrinsic value.

How

to

BuildIntrinsic Value

The questionwenowhavetoaskishow dowebuildintrinsicvalue?

Theanswer tothatiswebuilditthrough positioning.

Now Iwant youto think about positioning differently. Usually, when we

think aboutit,wethink about big brands, brand positioning and all that.

It'sprettycool but we'renotinthatbusiness.

Efficiency

OfProcess

Built largelythrough Positioning

Convert

Ifyou'rereading this book,you're probablyin the information business. We

work with peopletohelpthemget abetter result-whether that'sin business, theirrelationships,diet,fitness,whateverit is.

Solet's talk abouthow thismatters toyou andme.

Firstofall let'sidentifysome magnetic positioning;some basic positioning

thatwilldraw yourpeopletoyou.

Oneofthoseisexclusive, right? Wewantwhat otherpeopledon't have. We

want tobeexclusive

-

itmakesusfeelsignificant.

Another one is rare. It's right up there with exclusive. Look at

diamonds. They're rare allegedly

-there's that whole conspiracy thing; who knows? Butthatdrivesit.

Being different to a degree. Being'

exciting is magnetic positioning. Original is magnetic positioning.

Contrarianismagnetic positioning.

One of my favorites is Dan. Meanold Dan Kennedy. One of my earliest

mentorsandamentortothisday.

He's notorious for beingcontrarian -he argues witheverybody interms of traditional media. Hiswhole positioningis, "Look,allyou big ad agencies are

idiots. Everythingyou'redoingiswrong. Icandoahundredtimesbetterthanyou can." And he's right, for therecord.

MAGNETIC POSITIONING

Affinityto)

ÿMysterious)

f Exciting

)

I

Exclusiveÿ

Market i

( _Forbidden) ( Original | [ Rare

f

\ (

Page18 _Convert

Mysteriousisanother. We're drawn in bymysteryand intrigue. Forbidden

isanotherone. Totallymagnetic. Thing about how hard 19-year-old kidstryto

getinto abar? Why? Becausethey'renotsupposedtobe in the bar.

It'sjust likecats-peoplearelikecats -youput usinaroomand closethe

door and the only thingwe want to do is seewhat's on the other side of the

door.

Youleaveus on oneside ofthe door and close itandwe want to get onthe other sideofthedoor. We're all wired thesame.

Another one ispopular. There's safety in numbers. That's a big effective positioning that's magnetic.

differentonethat youfindisgoingtowork for ""

you.

The bottom lineisthethingthat'sgoingtopay you themost.

Nowall ofthisagain isassumingyou doagood job; it's assuming you live up

toyourpromises and you deliver goodservice.

But,with that as agiven,thething that's goingtopayyou the mostisyour position in themarketplace.

You

will

be

paid

the

most

_for

your

position in

the

marketplace.

Period. Letmeshowittoyou.

Affinityto market. This personisjust like

me. Thatisanother levelof positioning thatis

magnetictomoney.

You canchoose any of theseormake upa

You

can

choose

any

of

these

or

make

up a

different

one

that is

going

Convert

There's kindof apyramid wherewe have varying positions and,the higher

uponthepyramidyou go, themoremoney you're goingtomake,typically.

Nowthisislikeagenerally acceptedrule. Ididnot createthis.

Atthebottomwehavethe generalist. The guy that does everything. The handyman. The general

practitionerphysician.

Let's lookat itatthat level. Let's think about doctors - because we can all relateto that. The general physician, he's not going to get paid as

muchasthe specialist.

The heart surgeon is goingto commanda bit

moreinfeesthanthe guy whoyou go seewhen you have a cold. All because

he'saspecialist.

Next you have an authority. If you have the heart surgeon who is the number one heart surgeonintown

-

and all the other heart surgeons sayyou

needtogotothisguy,he'sgoingtogetpaideven more.

He's inevengreaterdemand because he's the authority. Classicstuff.

Now the magic right near the top is celebrity. The power of celebrity

positioninghastwosignificant things thatweneedtobeawareof.

•

Numberoneit's very magnetictomoney.

•

Numbertwoit canbeengineeredfromthinair.

I'mnotsuggesting you be deceptive, but all celebrityisengineered througha

series of events. We can deliberately mimic those series of events to create

celebrityinourmarketplaces.

Page_{20 Convert}

Let me give you an example. You remember on the first season of The

Apprentice by Donald Trump? I'msureyou're familiar with the Apprentice but, if you'renot,just briefly, you win the Apprentice by winningvariouschallenges.

One year it was focusedon who's goingto increasesales revenue for this restaurant.

Therewere two teams andoneteamwasledbythis guy named Troy andon

thisteamtherewas this other dude and hisnamewas Kwame

_Jackson.

Ithink hewasaWall StreetGuyatthetime. Idon't know what he doesnow. I'msure

he's done well. He'sasupersharp guy.

Well their positioning was they stoodout

of the restaurant and they just sat Kwame down at a booth, a table outside of the

restaurant, and acted as if he was a famous

NBAbasketballplayer.

They didn't even say he was a famous NBA basketball player. They just

acted like hewas.

They said, "Get these balls signedbyKwame

_Jackson

everybody. Come over

here andmeetKwame

_Jackson.

Goahead andgethisautograph."

Andjust like that, people flockedto him thinking that hewas a celebrity of

somesortbecausehewaspositionedassuch andthey bought these basketballs.

Thustheirteam wonthechallenge.

Socelebrity positioningisabig deal.

Now I'm not of course telling you that you should just go out and do

something like that. I'mgoingto declarea little bit of shenanigansonthat one

and Donald Trump felt thesame way.

We

can

deliberately mimic

events to create

celebrity

in

our marketplaces

He's like,you know,Iadmireyour hustle,but I'mgoingto declare a slight

degreeofshenaniganshere. However it justdisplays the power ofit.

Nowspeakingof Donald Trump -_{let's talk about positioning, and celebrity}

positioningspecifically.

Ican't remember thesitethat Igotthisonbutitsaidthat his feetospeakis $1.5million. Can you imaginethat? Whyisthat? Whyintheworld does Donald Trumpget $1.5milliontospeak?

Let'sthink aboutitfromapracticalvaluestandpoint.Ishethe best speaker? Idon'tknow-he'sprettygood Isuppose. Iprefer otherspeakers.

Nothing against Donald Trump. If I'mgoingto pay$1.5 millionI'dprobably

want go see someone else. Isheproviding the best content? Is he the most

inspiring? Ishe themostarticulate? Allofthesearearguable, right?

Mostpeoplewould say, well he'sgood,he'sawesome,but Idon't know,not

really;I'mnotgoingto go see Donald Trump and then have the abilityto walk

onwateroranything.

Sowith all this said, how the hellishe getting

paidoneandhalfmillion buckstospeak? Ithink thespeechwaslike 90minutes orsomething.

What's goingon here? The answer is this

-becausehe's Donald Trump. That's why.

Donald Trump has takenit up onelevel from celebrity to the very top position that is the most

world and thatisthe position of celebrity authority.

Page22 CONVERT

There's

no

other

position

in

any

marketplace

that is more

magnetic

to

money than that

_of

celebrity authority.

TheDonald Trump case provesit.

Iknow you'veprobably hearditbeforesothe questionisn'treally,"How do

weknow it's true?"Becauseit'sprettymuchauniversally acceptedfact.

The real questionis"Okay, how dowecreateanddeploythis positioningso

Convert

Step

#

1

:

How

to

Create

andDeploy Positioning

Solet'sgetonit. Step oneiswe want todetermine whatyourglobal desired

positionis.

Here's what this meansasitrelatestous.

Positioningisdifferent for guys likeusthanit isforbig corporations. We're

notasconcerned about brandingand stuff.

We're concerned aboutgetting

as

much

money as

possible

while

delivering

the

most

goodwill

we

can

to

our

community.

Your positioningwillbecenteredaround what youwantyour marketplace tothinkaboutyou.

Here'sagoodwaytothink about this; imagine that youareabouttotake the

stagein front of1,000idealprospects -the bestpeople you couldpossibilitybe

presentingto.

The perfect prospects become your ,

.

isaboutto introduce you. What doyouwant

thatemcee tosay aboutyou?

What it isyouwant himto say about youisa greatwayto reallyzero inon

what youwantyourglobaldesired positionorperceptiontobe.

Here are somewaysto sortofworkitout.

customers. Howwouldyouwantyourselfto

be introducedtothose people?

You're abouttotake thestage,theemcee

Your positioning

will be

centered

around

what

you

want

your

marketplace

to

Page_{24 Convert}

The first thing you want to do is find out what your magic power is. Of

course youknow whatyour magic poweris. Youmightbe really goodatrapid

weight loss. You mightbereally goodatclientconversion. Youmight be really goodatinstituting changewithin someone. Whateverit is;that'syourthing.

For example, in our marketplace

_Jeff

Walker, everyone knows him,loves

him;he'sthe launch guy. Andy

_Jenkins

-video guy.

Next thing you need to understand and really identify is what your

superhero identityis.

Thisisreally thecharacter,almost, that your marketplace knowsyouas.

Iwas a Mass Control surfer guy and then Iswitched to President of the

Internet,whichwaslargely by accident. Ifiguredhey,I'lltakeit.Whynot? Now

Ihavemovedto beingthe guy whoisprimarily the consultantto the internet

marketing industry.

So youcandefinethis- aslongasit'strue,obviously.

You can

_define

it

and

you

need

to

be very

specific

in whatyou

want

it

to

be.

Becausewhatyour market perceives youasisgoingtofunctionas ameans

to increaseyourconversion;increase your profitability;increaseyour demand,

allmannerofstuff. Everything.

Soit'sreally, really important.

The nextthingyou needtounderstandiswhat youstandforthat youcan

presenttothemarketplaceandfinally what you stand against.

Iknow we're starting to get a little ethereal here-so let mebringit into

Convert

Let's take itbackto that day;you're about to take the stage, 1,000people

there, you're stoked. They haven't met you - you want to make the best possibleimpression youcanandweknowthat you'reabouttobe introduced by

theemcee.

What do we want him to

say?

Wellagoodwayto craftthat andthusreallygetclearonwhat your global desired position is, istofillinthe blanksinthissentence.

"[Your name] is known as the most sought after [insert magic power or

superheroidentity] in themarketplace."

So that's sentence number one. Incidentally,you could be knownas the

somethingelse. I'mjust putting "the most sought after" but, if youwant,you could be knownassomething else-whateverit is.

The nextsentence says"He or she is famous for"-andnowyoufill in this blank with theapplicationofyourmagic powerappliedtowhat you stand for.

Iknow we're gettingalittleweirdsoI'm goingtoshow youanexamplehere

in a minute.

Thenyouwrap thatsentenceup with what you stand against.

Thereasonthisisimportant isbecauseoneofthemostclassic and effective headline formulas inthe world is something Icall "how to yay without boo".

Howtoget anawesomeresult without bad stuff.

That's why we want to have this in the last sentence here in terms of building up your global desired perception.

•

What is

your

magic power?

•

What is

your superhero

identity?

• What do

you

stand for?

Page_{26 Convert}

Letmego ahead and just answerthese blanksorfillinthissentencefor you

asitwouldpertaintomyownbusiness.

IfIwerebeingintroduced hereiswhat Iwouldwantthemtosay aboutme:

Frank Kern is known as the most sought

_after

direct response Internet

marketingcopywriter andconsultant....

NowI'llstopthere-what amIdoing? I'minserting mysuperhero identity and also my magic powertoadegree.

Yeah, my magic power is getting clients, etc. for consultants, coaches and

serviceproviders andhelping themstructurethat business.

SoI'minserting all of thatinthere. Andnow wegoon:

Frank Kern is known as the most sought

_after

direct response Internet marketing copywriter and consultant in the online businesscommunity.

In thepreviousexampleIsaidinthe "marketplace". But youwant todefine yourmarketplacealittlemore. SoIsaidinthe"online businesscommunity".

Now we go to the second half of this - "He is famous for..." and now I'm goingtoinserttheapplicationofthe magic powerinconjunction with whatit is

Istand for.

Heis

_famousfor

creating wildlyprofitableInternetmarketingpromotions...

That's theapplicationofthe magicpower.

...that alsoskyrocket brand loyalty andgoodwill.

Becausethat's whatIstand for. If anyone's studied with meforanyamount

oftimeyou know that my primary goalis notonly to generate customers and clients buttodoso in away that buildsgoodwill.

Nowthefinalpartofthissentence is:

...withoutbeing obnoxiousor evenremotelysalesy.

Whatarewetakingaway? The thing that 1standagainst. Becauseonething

Ican't stand in the marketplace and in marketing in general is that hype-y

obnoxious "me too"typeofstuff.

So my assignment for youistoreallygetveryclearonthis.

You

don't

actually

have

to

use this as

a

statement

inyour

advertising

butyou

want to

_frame

all

_of

your

advertising

and

promotionalmaterials

around this perception.

When you do this exercise, this is how you get really clear onyour global

desired perception.

What do youwant themtothink about you beforetheyeven haveachance

to meetyou?

Just

tobringeverythingback downtomechanics,here'swherewe are in the

equation. We just did that little exercise and figured out what you want the

positioningto be. We did so in a way that would be conduciveto you getting

moreclients andcustomerswithgreater ease.

Wedid the "Imagine you're abouttotalktoa1,000people."

Once we've establishedyour globaldesiredposition,oncewe know exactly whatthatis,it'stimetodeployit.

So nowwe'reinthis phaseofthe equation, whichis promotion. There are

three aspects to promotion and the first one we're goingto deal with here is

Page_{28 Convert} Promotion Positioning

ii

Process Profits Pre-Framing

Pre-Framing

The first thingIdoisuseaprocesscalled pre-framing.

Pre-framing is

essentially

using

marketing

to

control their

opinions andfeelings about

you

_before

they

even

have

a

chance

to

readyour sales message

or

interact

with

you in any way.

Itis literallyjust likethat announcer introducingyou on stage. Everything we'retalking about hereisbeforethepointatwhichthey optinto your funnel

sothis pre-framing stuffisalloccurring before theyeven opt in.

If it's done properly, by thetimetheyopt in,theyalready love you. Andmost

ofyourbattleisalreadywon. Solet'sget on it. Letmeshow you howtodoit.

We talked about Donald Trump earlier. Let's

talkabout what hispre-frameis.

This is stuff we believe about Donald Trump before we even have a chance to consume any Trump materialorpropaganda.

We think Donald Trump is a boss. He'sto be

obeyed. Hemightfireus. He getswhat hewants. Andofcoursehe'sacelebrity and he'sanauthorityonthe topic of money and business in general.

Donald Trump-isa boss

istobeobeyed gets what hewants

isacelebrity isanauthority

Convert

He's

really established all

_of

that

pre-framing

andpositioning beautifully.

Let's talk about how normalfolkslikeusdo it.

We're notin themass mediaworld. Mostofusarein the online and direct response world. Howdowe do it?

It isa prettysimpleprocess withalot of movingparts. All of thisiseasyto

do if you payattentiontoit.

What we're starting with over onthe leftis our starting point and over on

therightrepresents usmaking money.

Global Desired Perception Start

Pre-Framing Indoctrination

Establish through through Conversion Positioning marketing promotion Process

PPC adcopy Viral videos Syndicated content Articles Interviews Blogposts Forum contributions Sales & Profits

Herewego in sequence. Thefirstthingwe do,just like we didaminuteago,

is we determine with great care our global desired perception or position. I always mix them up. It's thesamething.

Oncewedo that,wedecidetoestablishit:"I'mgoingtostakemyclaim here. I'mgoingtoplantthisflaginthemarketplace. I'mthis person. ThisiswhatIstand

for.

Here's my magic power. Here's my super identity. And here's what Istand against."

Page_{30 Convert}

Nowthatwe have that it'stime to deployitfirst with pre-framing through

marketing.

Here are some examples of pre-framing materials. These are things that

peoplecanseebeforetheyactuallyinteract.

•

PPCad copy. Itmatters;whatthey see in the adaffects everything

they do afterclickingonthe ad. Itsounds basic andit is. Butthere'sa

twist to itthat makes itmore powerful. I'llexplainina minuteand

show youanexample.

•

Viral videos. Stuffthey seeof you. I'llgiveyousome examplesina

minute.

•

Syndicatedcontent:In thiscase,that meansarticleswrittenby you

inotherpeople's productsandonotherpeople'swebsites. If youcan getyour stuff insomeoneelse'sproductyouarepre-framingabuyer, whichisperfect.

That is someone that has bought a

similarproduct or serviceto youand

now they are reading something

writtenby you which thus placesyou

psychologically on a level playing

field with the same person they just

gave moneyto. That removes alot ofresistancefor youso it'sabig

one.

•

Articles written by you. Iwas approached multiple times by

SuccessMagazine-they said, "Do youwant to doanarticle? Doyou

want todoaninterview?"

If

you

can

get your

stuff

in

someone else's

product

you

are pre-framing a

My responsewas aresounding,"Hell, yes; Iwant to doanarticleand

aninterview. Iwill drivetoyour studio. Iwilltakethetime outof my

daytodo that. I'dbe delighted."

Why? Because it'sgoodpre-framing. Myname was onthe cover of

one ofthe more recentones right above Richard Branson's head

-whichIthoughtwas awesome.

•

Interviews. Interviews with you is another one. Who you are

interviewed by makes a huge difference and who you are

interviewingcanmakeabig difference.

•

Blogposts.Blogpostsbyyouarealsogood pre-framing things.

•

Forum contributions. I know people who actually do the vast

majority of their prospecting and client acquisition through

answeringquestionsonforums and

Facebook. Nokidding.

Everythingthey see

of

you

All of this is pre-framing. People are

seeing this with no pitch included at all. ancÿ

rnessage

they

get

They're just seeing you but everything they

from

you matters

in the

see of you and the message theygetfromyou _{nexÿparj. ÿjs pr0Cess}

mattersinthenextpartofthis process.

Once we establish all of that, now we have the second phase - which is

somethingIcall indoctrination. Thisisreally whatstarts tohappenatthe point

ofopt-inandbeyond.

Then, when they finally give you the money, we have something called a

Page_{32 Convert}

I'm goingto walk youthrough all of these things here. This is goingto be significantly important to those of you who decide to implement this in your

business.

Mygoalhere is

_for

you

to

implement this with

ease

and clarity

and thus make significant profits

as a

result.

Let'sseeifwe canmakeithappen,okay?

Some

Examples

The way Ilearn everything is by example so Ifigured Imight share that

processwithyou. Soletmegive yousomeexamples.

Hereisanexampleof pre-framing and PPC. This is anearly one. I'llshow youarecentoneheresoon. This

Young,Rich, AndCrazy,

iswhen Iwas doingmy first test _{j0in2webinar com}

advertisinginthe pastfew years promoting myownbrand.

Mostofthatmoney was spentyearsago.

These days, Ireally don't havetopromotevery much because of what Idid

-whichisperfectlyin line witheverything I'm tellingyounow.

Soall the stuff I'mtellingyouto do, Ididit.ThatisthemomentumI'mriding

oncurrently, whichisawesome.

Idon'treally talk about thisa

lot but I have spent almost

$300,000 in Facebook PPC

using Facebookadvertising.

The

highest paid

InternetMarketing

consultant inthe world

is hostinga

free

webinar for Internet

Marketers.Register

Let's lookatthe elements ofpre-framing.

Back when 1 did this-it was2010and Iknow theexampleis alittle blurry -mysuperhero identitywas this crazy irreverentguy that happenedto makea

whole bunch ofmoney, Iwantedtobecongruentwiththat.

Beforetheyevenclick,theysee"Young, Rich andCrazy".

Now it's important to understand something - and this is worth writing downandreallyadheringto,regardless of whatyoudo from thispointforward.

In

marketing

andsales

not

only

doyou

want to

be

magnetic

to

the clients thatyou

want,

you

want to

be

repulsive

and

repellant

to

the

ones

thatyou do

not want.

So to this day Ido not want uptight,uncool, anal-retentivepeople. Idon't work that way. I'mnotgoingto deal withit. Idowant fun, creative, exciting, enthusiastic, optimisticpeople-whoarealso hard workers.

Ifwelookatthis headline, what doesitdo? Wellanuptightguy withastick up hisass is goingtolookatthisandgo,"Idon't like this guy."

Butsomeone who'sprettycool andprettyfuntoworkwithwill lookatthis andsay,"Okay, maybe I'll check this out."

Nowthere's another element of pre-framinginhereaswell.

Remember Itold you mysuperhero identity - partof that is highest-paid

Internetmarketingconsultantin the world. Actuallymytitleisalittle longer!

Well, that's another example ofpre-framing right hereinthe ad. So,before

they evenopt-in or see anythingabout me,this stuff isalreadyimplantedinto

Page_{34 Convert}

They're already forming that opinion before they evenhavea chanceto do anything else. Youwantthemtobemalleable. Youwantthemtobereceptiveto

you before youeven present.

I'llshow you another example. Remember Isaid viral videos. Check thisout.

TonyRobbins

-

Frank KemAndJohnReeseInterview

-

MoneyMasters

FrankKemMassConirof 4videos Subscribe :

Like -ir Addto _* Snare _*

\mr-rmzm, Z-fÿÿ

"3 Aug 24.<

mtpv/bjdLn. Top-vRoizhmsMMVimo

This video isnotmine. Thiswasuploadedyears and years ago bysomeone

goingby FrankKernMass ControlonYouTube. That is notme.Idon'tupload

myownvideostoYouTube. Thiswasviewed82,000 times.

Nowthisisimportantbecauseitpre-framesmetobeonthe levelwith Tony

Robbins;tobeanequal and appear with Tony Robbins.

Why? Becausehe's interviewing

_John

Reeseandme.Remember whenIsaid

whointerviewsyouisvery, very important;itreallyhelpsyou.

82,339

Convert

If I got interviewed by Jeffrey Dahmer or Bernie Madoff or something I

wouldn't reallywantthatto beonYouTube. That would be kindofbad for my positioning.

Buthey, whynottakeadvantage ofthis? So youcanengineerthesethings.

Inthisinterview Idon'tpromotemyselforsell anything ofmineatall butI

havegottencountlesscustomersandclientsas aresult of this veryinterview.

Here's another example, speaking of our friend Tony. This is when he recordedsomefootage ofmespeakingatoneofhiseventsinLasVegas andput itonhisblog.

PostedbyililSIIannua*Man* 2MI,2011

ÿsiÿÿniHMHi

ftSfn,snowa8fpa» eyasies®ewriernowipquscwymanumiten n»sama

Pre-framenumberone isthe fact thatit isonTony's blog. RememberIsaid blogposts and articles written byyou and about you can really help? This is

essentially the equivalent of ablogpost writtenby and about me. It isa post

Page_{36 Convert}

Wehavealot of pre-framinggoingonthere,The fact thatI'monthereis

pre-framingme asbeinginthe same universe andcaliber as these great business leaders, whichis atremendous honor formeas you canimagine.

And there's also a little more. In the body copy, I'm referred to as an

"Internetmarketing legend".

Incidentallyonthat day,I'llneverforgetit,Ididn'tplantospeakthat day. I

went, IsawTony. There was aguy thathadaquestion. He was inabusiness I usedto be in- merchantservices years ago -_{and he hada question. Itexted}

Tony and Isaid,"Heyman,ifyou'd likemeto answer someofthese questions aboutlead-gen I'd be happy to."

Thiswas one of my areasofexpertise and stillis. He goes, "Cool dude, why don't you talktomorrow?"

I'mlike, "Okay!" So Istay out super late the night before because it was

Vegas. What am Igoingto do,right? Istayedoutallnight the night before. I showed up andI'mlike, "Okay, whattimedoIspeak,likeoneo'clock?"

They're like,"Yeah,rightbefore youwe'vegotTony, Peter Gruber, themovie

guy, and Steve Wynn." So Ihadtofollowthose guys. Could you imagine? Itwas

crazy.

Iwasshakingin myboots,butitwentoverwell and therewasvideo ofit.

That's somegoodpre-framing there. That's exactly what Iwantmy market

toseeand know.

Asamatteroffact,thatstoryright there couldactuallybe consideredabit of

pre-framingtoimbed that FrankKern is onthesamelevelwith these guys. He's ableto textTony Robbins andjust appear onhisstage on awhim and he's able

Convert

Everything

you

do andsay can be used

_for

you

in

your

favor,

_if

done

properly.

Here's another example of pre-framing- remember when Italked about syndicated content? Where if youcangetinterviewsoranycontentinsomeone else's product that you want to access their customers and clients andyou're

really doingagood job?

Well, IhelpedTonycreatea series,still for saletothisday, he talks about on

QVC

alot. About everytwomonths

I'llgetallthese textsand Facebook

messages, "Tony Robbinsistalking about youon

QVC".

It'sawesome.

We created the series - it's called Money Masters

-

where he

interviews people who are very

successful in what we call new

media, which is the Internet and

than your actual product.

non-traditional businesses.

Weconceptualizedand created thistogether. Iam intheproduct andonhis page-andwe gottriplepre-frame:

•

The fact that I'monthe pageisone.

•

The fact that I'mintheproductisanother.

•

He's saying good things about me on the page itself, perpetuating

legend. Whichisperfect.

The NewMoneyMasters FrankKern

Triple

pre-frame!

Franktov«st&acrtingfont* how to make money wttooul MKhfictojj too *f«eComto live¥«tothe fefet Hi*?«vototo>fWysystem,"Mas* Contrik* sNams Swwto cwtta sneo**t£ / fighmi m tow 'ctimteThw*strategieshave iwip&d-ormof hi

$23MitLfONin24 HOURS

FromFrank,you wit! learn:

•Thestateofmindinwhich people usetheInternet,and

how tousethisinformationtoattractclients. *How to communicate to our clients-asif youwerea

fhend, not another company sailingstuff Andhowthis tacticcangain theirtrustand sates.

Page_{38 Convert}

All ofthis stuff;everything I'm showing youwhenpeoplesay, "Man how did

yougettobe engineeredinthis marketplace beingso

_famous

and suchacelebrity and blah, blah, blah?" Thisisit. Thisisthe bigsecret.

Do this stuff. You engineer it likethis. None of it's hard. I'm not doing anything particularly difficult. Talking and

answeringquestionsand stuff.

Here's another one. This is a video

interviewthatsomebodydid withmefora

movie.

This was postedon ablogIthink by a

clientfriend ofmine,Chris McCombs. It's

aclassicexample.

FrankKarri TellsAll

ErsjoyShis video whom ! interviewed internetmiirketrngguru FmnkKern and the

du«eteff-sei!. thssrs thereaidea* and there's no-hotbsbarred.. . pushpiay and

you'regood togo. enjoy

(-Those are some examples of

pre-framing. Itgets allthe way from the minutia -the littlePPC ad,the banner ad, that emailsomeonemightsee aboutyou,the articlethat you published-all the wayuptothe biggerstufflike beinginsomeone'sproduct. That's howpeople

Step #2:

Indoctrination

Once they have come into our sphere as a result of our pre-framing

materials,ournextphase

-

intermsof firmlyimplantingthis positioning in the

marketplace and magnetically attracting who we want - is a process I call indoctrination.

Your

indoctrination materials

are

what they

see

_after

they

have been pre-framed

to

already

think

you're

awesome.

Thisiswhere people dropthe ballin our communityandinall business;it's

that they don't softenuptheprospect.

It's kind of like, you say, "Hi, my name's Frank," she goes"Hi,my name's Natalia." You

say,"Hi Natalia,let'sgotobed" andshe'slike, "What the hellisthis?"

That'swhat people doinbusiness.

They don't doanysortof courting of theprospects.

Thispre-framing indoctrinationisallpsychologicallypowerfulstuffyou can

do to make them want to do business with you before they even have the chance.

This of course increasesyour demand and increases your intrinsic value;

increasesyour abilitytocharge. Everythingiseasierwhen you doit.

Indoctrination and conversion is everything from the time they opt-in and landonthat landingpagetoafterthey have bought andyourongoing relations.

This is where

people

drop

the ball

in

business;

they

don't

soften

up

the

Page_{40 Convert}

Indoctrination materialsarewhat theyseeafterthey have been pre-framed and the goal of indoctrination materials is to control their levels oftrust and desireleadinguptoyourconversion process.

Let'sgetdownon it. Letmeshow youwhere we are in theequation. Like I said we went through and determined the positioningand we're still inthe promotioncategory.

We have attracted them through pre-framing and now it is time to build

them up,buildupthe desire andtrust through indoctrination. So that is our

nextphase.

$$$

Profits Promotion Positioning Pre-Framing Indoctrination

Let'sgetdownonit. Indoctrination materials

-

whatarethey?

Launch videos: They're launch videos to a degree; post opt-in launch

videos. The stuff youseebefore youoptintoalaunchseries ispre-framing,but

onceyou'reinthefunnelthoseareindoctrination materials.

Webinars areindoctrinationmaterialstoadegree and theycanalso be used

as conversionmechanisms. We'lltalk about thatinaminute.

Manifestos/PDFs:

Youknowour manRichSchefren? Iknowyouknowand

Hebrokeintothe industry and reallymadeahuge splashby creatingaPDF, which was a manifesto. I'm sure you've read it - "The Internet Business Manifesto"-Ithink that's what it's called.

It's been downloaded like a million times by the way. Incidentally if you hadn't,what hadyoujustexperiencedthere? Pre-framing for Rich.

If you were to go read that Manifesto now, you would probably read it

through different eyes than ifyou saw it through a different pre-frame. I'm

telling you this stuffisabig deal. The littlethings adduptohuge things.

Teleseminars: Nokidding- teleseminars. Iknowa dude who does seven

figures with recorded teleseminars. Iswear to God. You guys probablyknow

him. It's Kevin Nations. The guy does teleseminars. I mean dude, it's 2014! Seriously, teleseminars?

Buthe does them andthey workgreat.

Speaking of indoctrination materials, whatarethe besttouse? What work the best?

Well, video is abigone -if you'renotusing video,startusing video. It'snot

hard. If you look terribleon cameraand you're scared of beingon camera,then don't beon camera. Recordyour screenandtalk. Nottoohard. Not abigdeal.

Youcannotgo wrong with webinars if done properly;evensomewhat badly, they canreally be very, very profitable for you from a sales perspectiveand a

customerandprospectloyalty perspective.

Thebottom lineisdon't overthink this. Whateveronefeels natural,use it.

Kevin crushes it with teleseminars so you don't have to overthink it.

Whateveryou're drawnto.

The

bottom

line

is

don't

overthink

this. Whatever

one

feels natural,

use it

Page_{42 Convert}

Whichever one of these four - _{pick one and go. Don't beat yourself over}

havingtodo all of them perfectly.

_Just

choose theoneyouwant toand go.

I'mgoingtogive yousomeexamples of several of these.

Thisisindoctrinationmaterialto indoctrinatepeoplewhoalready knewme

intoviewingme asthe President of theInternet.

This isfrom 2012's State of the InternetAddress. Ihave done this almost

every yearsince2010-_{Itook 2013 off.}

Thisisacelebrity-buildingpieceofindoctrination.

Another one (not shown)was for alaunchIdid called "List Control"andthe title of that video was

"Mysterious Stranger".

That was one of my more

famous videos,whichgot people to really be indoctrinated to me

as someone who is a flat-out

expert on delivering goodwill and building subscriber loyalty.

The purpose of that indoctrination video wasn'tto makeasale.

The purpose

_of

the

video

was

to

strengthen

that

relationship

so

that, when it's

time

to

make the

sale,

the conversion is

_effortless.

Peoplearesaying, "Yeahdude,but Idon'twant tobeoncamera. Idon't have

Let me show you one of my more notorious yet highly effective pieces of indoctrinationmaterial.

I don't want you to be intimidated by the incredible degree of professionalism1amexhibitinghere!

—

--

ÿ

----

—

u

Iwrotethison aplane.

The guy beside me thought Iwas completely

@©d

_TP

/

outofmymind,I'msure.

This is something like a 20-30 page

A ÿlUXV&i irSTS*TV-rws moÿTU'I _ZssviT

handwritten manifesto that Iwrote on a plane Mnh A

<5w o6v!*vs)

-railing against the negativity in the media and

_%%%*£

_]Z.

r5>"T ÿ

—

scarcity mindset; it was used during a promotion 1,5

**

irtfE W1oT"

* _4S*

foraproductthat Icreated called "Mass Control". _

____

w

"y

MftrrrTj6ÿ

_

This thingwas downloaded Ithinkeighty or ahundredthousandtimes. It

wascirculated like crazy andpeoplelovedit.

Iwrote itby hand,ranitthroughascanner. Boom! Indoctrination material.

We

don't have

to

overthink

this.

It

just

has

to

have

a

good

message.

Andwhatyousayis important.

I'llsayall of thisagaintoreally clarify for you.

Here's the function of the indoctrination process: Number 1 is to further

Page44 _Convert

So,when Ishowed you the State of theInternet,thatwaswhen Iwasfurther

establishing moving away from crazy marketing guy to President of the

Internet; morerealbusinessguy.

Thatwasreallyafunctionof personal maturity.

A lotof peoplesay, why didyoudothat? Did youfinditwas abetterwayto attractthe clientsyou want?

The truth ofthematterisIjust stopped partying allthetime.

Well Idon't actuallylivelikethis. There's nopointinpretending. Ilivea

morenormal lifenowI'm inmy40s. I'vegotchildren,etc.

Aswellastofurtherestablishpositioning, anotherobjectivewastoestablish

goodwill.I've said this before,I'llsayituntil Inolongerwalk theEarth:

Our

income is

_often

-

and by

_often

I

mean

almost

always

-directly

proportional

to

the

amount

_of

goodwill

that

we

have

with

our

marketplace.

Through indoctrination materials,you canestablish andmaintaingoodwill.

Nowwhen you have that goodwill andthey like you - they feel like they know you, like you andtrustyou-what happens? Your conversion processis moreefficient.

Whatisoneoftheways, oneoftheonlytwowayswe canincreaseprofits?

•

Way#1:Optimize conversionprocess.

Establishing goodwill, further establishing positioning does both. So you really can'tgowrong through this indoctrination thing.

Anotherthingisyou establishtrust. Why won'tsomeonebuy fromyou?

Thereareonlytworeasonswhysomeonewon'tbuy fromyou.

•

#1: They don't want it. Sometimes there's not a lot you can do about that. Hey if they don'twantit -they don'twantit.

•

#2: They don't trust you. Well we can do a lot about that. Indoctrination materialestablishestrust.

The next point about indoctrination material is very, very important. It

builds desire.

We've all hadthis experience where we see something - _ohthat's kind of

cool. But wedon'treallywantitbadly.

Then,over time,we'reexposedtoit moreandmoreand we're like, "Man I've

gottohaveoneofthose."

That's when indoctrinationprocessaccelerates.

Weshouldneverassume thatsomeone is just goingto want to buyourstuff immediately uponseeing us.

We

have

to

really

indoctrinate them

to

_feel

like

they

know

us,

like

us,

trust

us

and

want

our

_stuff.

They havetobuyintoourpositioning and identify with that positioning.

It is a very, very well-orchestrated, finely-tuned machine that can yield

Page_{46 Convert}

ThankGod,nobody really does thisinourcommunity,whichisgreat.

That makes itvery simple for people like us who are willingto make the effort,whichisn'tparticularly that hardtodo.

And of course I've kind of made this point earlier; the purpose of it is to

grease the wheels for theconversionprocess.

Incidentallyall of this stuff buildsintrinsicvalue.

•

Thepre-framingbuildsintrinsicvalue.

•

The positioning is ahugeintrinsicvalue builder.

•

Indoctrinationcontinues to build that value.

Total value actually drives price but the

most important part of that equation was

intrinsicvalue.

And what drives price? Intrinsicvalue.

We

should

never

assume that someone

is

just going

to want to

buy

our

stuff immediately

upon seeing

us

Iasked about the Rolls Royce $200,000

|_

difference versus BMW - pretty much the

Convert

Step

#

3

:

Conversion

Nowlet's talk aboutstep #3,whichisconversion. A conversionmechanism

issimplythe process thecustomergoesthrough when they give you money.

The

goal

_of

the conversion process

or

the

conversion mechanism is

to

make the

sale

while maintainingposition and

goodwill

Now wehavetwochoices:

•

Wecan seeifwe canwork hardenough and long enoughtobeoneof

the .05% of the marketing and businesspopulationwho is amaster at

writing copy and crafting ads. That is one way to increase conversion.

•

Orwe canmasterpositioning, pre-framing and indoctrination.

Door #2 is 1000% easier. A million percent easier. Because it's natural. We're playing to natural human psychology when we do that. Let's look at

wherewe areinthe equation rightnowandI'llgiveyou some morestuff.

Positioning Promotion Pre-Framing Indoctrination Conversion ÿ Process Profits

Page_{48 Convert}

We established positioning; Iwalkedyouthroughthat exercise -the 1,000

people that you're aboutto be speakingto andyouwant them all to loveyou throughwhatthey believe aboutyoubefore you take thestage.

We said,"Hey, if we're goingto want these 1,000peopleto believe that,we

might as well want the world to believe that." So we talked about how we

promotethatpositioning through pre-framing and indoctrination.

Andnowwe'reon conversion. Lookatthebig picture here.

Start Magnetic Positioning Through

Pre-Fraging

Indoctrination Process PPCad Guestappearance JV emailor solo ad Opt-in page Thank youpage

Followupsequence Webinars Teleseminars Videos Blog posts Conversion Process

Oneon one Desired conversation Salesletter Followup sequence VSL Direct mail Offerstructures Blog posts

We start by deploying magnetic positioning through pre-framing. Remember we went over the examplesof magnetic positioningas itrelatesto

ourmarkets.

Thenwesaid,okay,wepre-framed with PPC ads,guestappearanceonblogs,

at seminars even,emails sentby joint venture partners,syndicatedcontentor

evensoloads. Itdoesn'tmatter. All kinds of stuff.

Thenwe said,oncewe've attractedthem,now we needto really build that desire and trust and further build intrinsic value through indoctrination.

Actually, indoctrination begins at the opt-in page and then what they see

The followup sequence, whatwesayin theemail,whatwe putin our videos,

whatwe put inthe PDFsthatwegive them;whatwesayinthe webinars thatwe

hold for them and even, if you want to go old school, what we say on the teleseminars. Allofthat stuff leadstoaneasier conversionprocess.

The

Conversion Process

Let'stalk abouttheconversionprocess. Therearemultipleways youcanget

money.

The

most

_efficient

and

most

_effective

way

to

get

money is,

of

course,

a

one-on-one conversation.

It'sinteresting; inmarketing-and Internetmarketing specifically

-

we do

everything possibletoavoid humaninteraction.

Wetry tojump through all of thesehoopsandmasterthesenearimpossible artforms. Toadegree,wefocusoncrafting perfect sales presentations in print

and on video to avoid one-on-one conversations; but if you do a one-on-one

conversationit's like theeasiestprocess in theworld.

Next isthe sales letter, thenthe follow-up sequence, the video sales letter

anda pieceof direct mail.

Yourofferstructureitselfhasanimpact onthe conversion process.

Blogposts canactually bepartof theconversionprocess.

That may sound strange but, ifyou're familiar with my "triangle of trust" methodology-which I'm happytoteach you if youwant -blogposts cansell

Page_{50 Convert}

Westartwithmagneticpositioning throughpre-framing;wesoftenthem up

through indoctrinationand then,ifwe dothat properly,our conversionprocess

can sometimesbehorribleandwe'llstillgetthesale.

The Stealth

Mode

_for

Conversion

Iwant towalkyouthrough exactly why,but letmeshowyouhowwedoall ofthis instealthmode first.

Pre-Framing toEstablish Celebrity Positioning Start Educate to Establish Authority Positioning Engageto Establish Goodwill, Desire, and Trust Motivate and Inspireto Retain Positioning and Loyalty Pull (donotpush)

Conversion

We want to start withthe goal of effective, easy conversion beingour end resulthere.

We're going to go through this as if we're using celebrity authority

positioning.

We start out by pre-framing to establish the celebrity and authority positioning.

Next thing we do is we educate them in our indoctrination materials;we

educate them to further establish the authority positioning so that they can

come inthinking,"Oh,this guyisfamousforallkindsof stuff."

Thentheycomeinandwestartprovidingvalue and educatingthem.

Convert

Sowe canwrite abook;thebookcanbe completehorseshit,but the people

who read the book say, "Oh, this guy must know he's talking about. He's an

authority on the subject, hewrote the book", right? Well, that's the sad truth. Fortunately,most books are accurate but many ofthem are not.So education createsa senseof authority.

Furthering this process,we engage with themto establish goodwill, desire andtrust.These three are partof indoctrination andwe motivateand inspire

themtoretain ourpositioningandcreatemoreloyalty withthem.

I'll give you an example of that. One indoctrination email Isent had the subject line,"Ibelieve inyou", and theemail didn'tsell anything.

There was no linkin the email. It was telling the story about how my late grandfather usedto tell me that Icould do anything that Iwanted to do if I worked hard,put mymindtoitand Ibelievedhim.

It'sbecause of his faith inmeand thosewords of his that Igotthrough many, many hard times and challenges in my life; they are directly responsible for

some of the success that I'veexperienced.So Iwrotemy list, Itold them about that and Isaid,

"Ijustwantyouto know-incaseyou don'teverhear this

_from

anyone likeI

got tohearit -that Ibelieveinyou, andyoucandoitand hang in there."

I'll tell you, that emailistheoneofthemostimpactful emails I'veeversent.

ThatwasyearsagoandIstill havepeopletalking aboutittothis day.

Never

underestimate

motivating and inspiring

to

retain

position and

create

loyalty.

It's alsoagood thingtodo;itfeelsgoodtomakesomeonehappy.Youknow,

Page₅₂

Convert

Finally,toaidineffectiveconversion,all ofthesethings Ijustmentionedare

designed to pull that prospect to you instead of pushing your products and servicesonthem.

Now, about conversion, here's the fact. The further removed from your

conversionprocessyou are,themorecomplexitmustbe.

Remember I said, we're terrified of human interaction because we're

introverted internet marketers,likesomany others, right?

Sowe build all thesecomplexmachinesbasicallytoengineer asale without

ushavingtodeal with anybody.

Well, ifyoujust deal withsomeone, itbecomesmindlesslysimple, right?

Ifyou'relookingtoincreasetheeaseofwhat you sell,just evenemailing

back and forth with theprospectpersonallycancreatemassivesales.

In factrecently, in thispastyear,Idid three experiments with that and sold

over a quarter million dollars' worth of stuff by email only. No sales letter;

nothing.

_Just

emailsbackand forth.Itwasphenomenal.

The

Power

_of

Pre-framing

and

Indoctrination

Now, advancing onwards, another fact. Your pre-framing and indoctrination efforts have more effectonyour conversion than all

thetricks andtacticscombined.

You can use the red button or the blue button or change the headlines all youwant. It's going to give you some incremental

benefit. But...

Your

pre-framing and

indoctrination

efforts have

more

effect on

your

conversion

than all the

tricks and

tactics

You

will

have

breakthrough level change

when

you

master

pre-framing

and

indoctrination.

Infact, Iwillamend that statement. Idon'tbelieve you haveto master it. I believe you could do it half-assed and still have breakthrough level change because nobody else doesit,right?

We're allinthesamemarketplace,weseewhateverybody elsedoes.

•

It'snotthathardtobe different.

•

It'snotthat hardtobe better.

I'm invitingyourightnowtoriseup and be better.

Now let me prove all this stuff - how important pre-framing and

indoctrinationis,and howitaffectstheconversionprocess.

The

Angelina

_Jolie

Test

Ithink Angelina

_Jolie

isthe secondmostbeautifulwoman inthe world,next to my wife Natalia who, interestingly enough, looks in many ways a lot like

Angelina Jolie, I'mhappytoreport!

Angelina is abeautifullady;now somefolksaresaying "Well, Yeah? Okay, but there's a lot of beautifulwomen.

Have you evenbeentoUkraineorRussiaforexample?

They're allovertheplace. It'scrazy,right?"

So,what makesthis ladysospecial? Well first of all, of

course she is naturally beautiful, just like you and I, in