Ten Strategies From Frank Kerns Mass Control Program.pdf

Ten Strategies From Frank Kerns

Mass Control Program

1. It's far more powerful when people decide for

themselves that they want your stuff, than when

you “convince” them to buy it.

Having studied the psychology of selling, and having been a direct

salesperson myself, I can say this is absolutely 100% true.

It might sound counter-intuitive that salespeople would know this

stuff (aren't they the guys that pressure you into buying things?), but

actually some of the best salespeople I worked with were the ones who

did exactly this... they helped the customer to make their own decision

to buy .

You see, when you “convince” someone (which is how most sales

letters work), the customer is always aware (even if it's only at a

deeper level) that the decision was triggered primarily by some outside

pressure. (“OK, you convinced me”.) Plus, there's always the

subconscious desire to “prove them wrong”, or rather, to prove

themselves right.

That's just human nature – we don't particularly like to be proved

wrong, do we?

On the other hand, when a person decides for themselves that they

want your stuff, they own that decision and will defend it (because of

the principle of commitment and consistency).

It then simply becomes a question of, Will you let them buy it?

2. You do that by giving them really cool valuable

content that helps them to conclude that they want

something.

Part of the reason you're reading this report now is because Frank

shared lots of valuable free content with people, in the form of videos,

tele-seminars, blog posts, reports and so on.

Some days ago I decided to go through as much of it as I could,

for the benefit of my MyNoteTakingNerd Blog Readers , so

I could show them exactly how and where Frank is using his own

techniques, and what he's doing (and why he's doing it) at each stage

of the launch.

I've spent the better part of the last five days (often staying up

until 2am) studying as much of it as I could, and...

Wow. I've been amazed at what I learned

My motivation?

First, since not many people nowadays have the time to spend 3-5

days going again through all of Frank's videos, reports, emails, and so

on (that's assuming you went through them the first time!), I thought

I'd save you the time by summarizing all the essential points I could

find, in this short report.

I'd like to think, however, that this report is a good example of

putting Frank's material into practice.

By reading this report, and sharing this PDF with others, you have

what I consider to be a great summary of much of the free content

Frank put out there before his Mass Control launch.

3. The Internet allows “seductive selling” to occur.

This is Frank's term, which I don't think he was too happy with

himself, but basically seductive selling is like a courtship, or

getting to know someone.

The way he puts it, the old way of selling is like going up to someone

in a bar, and asking them to sleep with you. If you're

lucky (and exceptionally good looking like me), you might get a

“conversion rate” of 1% or 2% (although I guess it also depends

on how you ask!)

The “seductive selling” way is like dating or courtship, where you get

to know each other, before asking whether they'd like to “take it to the

next level” as it were. This is, after all, how people “buy” into each

other, all the time.

(Personally, I don't think it's quite as black and white as it's put

here, but I'm giving you what Frank teaches. Sometimes putting

things into black and white contrast is a good teaching method.)

The Internet allows the natural process of seductive selling to occur,

because you can build relationships , and get feedback in real time ,

such as by email, and from blog comments.

In other words, you can get into the mind of your prospect , and

then tailor your next message, and even your entire product, based on

what your prospects are telling you.

4. People have different mindsets when doing

different things on the Internet.

Most marketers tend to treat search engine users, blog and email

readers roughly the same way - roughly!

Frank's basically saying to us, “Stop it!”

We need to consider the mindset of each Internet user, in the

context of what they're doing.

Here's what he means...

A search engine user is usually in a “problem/solution” mindset,

or a “getting ready to buy” mindset.

For instance, someone who types in “stop baby crying” into the

search engine is looking for a solution to a problem – that of a

crying baby!

An important thing to remember, however, is they're probably not

looking for your $39 ebook on “How To Stop A Crying Baby

Without Resorting To Tactics That Would Have Him/Her

Removed From Your Home By The Government” - or that kind of

stuff.

Instead, they're just looking for a bit of free info on how to stop

their crying baby – a “problem/solution” mindset.

Then there's the “getting ready to buy” mindset. A person who

types in “resale value of honda accord” is probably doing research, in

preparation for an actual purchase. They're actually

“getting ready to buy”.

This is a different mindset to the previous one, as Frank brilliantly

observes, and therefore requires a different approach .

Again, blog readers are in a completely different mindset from the

search engine user. A blog reader is in the “news getting” or

“entertainment” frame of mind – requiring yet another approach.

And the email reader is usually in the “work” (aka “let's be

productive”) frame of mind, or the “I wonder what's up with Sally

today” mindset.

They are not (or at least rarely) thinking, “Hmm... I wonder if

Marketer X is going to send me a promotion today?”

I guess I could summarize what he's saying this way...

Match your message to the mindset.

In other words, why send out a hyped-up sales pitch by email,

when email users are primarily in a “let's be productive” or “I

wonder what's up with...” mindset?

Instead, why not send them free content that matches up the

mindset of an email reader?

Of course, that fits in with Frank's overall “Mass Control”

philosophy of giving away really cool valuable content that helps

people conclude that they want something .

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: