Important: Here is a detailed account of all the internet tools used in this product launch (blog, video, screenshot, crm, email campaigns, etc.) and where you can get them.
This is a record of the marketing sequence and techniques used by Frank Kern – who is using both Jeff Walker’s Product Launch Formula (PLF) and his own Mass Control techniques. I’ve included the date stamp on all the emails, so you can see the timing of the pre-launch sequence. Also note the Titles Frank uses on each of his videos – in the Title Tag – at the very top of the browser.
This is a long tutorial to get through. However, it is highly valuable as it is a cohesive, front-seat view of how two very successful internet marketers use their own techniques to market their own products. And let’s be realistic, if these techniques didn’t work for them, they wouldn’t be using them for their own stuff!
The benefit to you, is that you can basically swipe these ideas and content and use them to market your own products – without paying the $4,000 to get Mass Control and PLF 2.1. Of course, you won’t see the full results that you would get from the in-depth learning these courses provide, but it’s somewhere to start. At the very least, you can earn enough money to then go out and purchase the courses!
I received this from one of Frank’s J-V partners – Andy Jenkins at Stompernet:
Subject: How to create Lustful “buying” behavior.
Date: February 6, 2009 8:47:25 AM PST (CA)
Your AdWords Campaign is Smoking HOT! Massive Click Through
Rates with Huge Search Volume.
You just hit # 1 in Google for your Main Keyword Phrase,
Your Joint Venture Partners have TESTED swipe copy and their
hands are hovering over the “send” button.
You unleash all your traffic at once and….
FAIL. Your conversion rate is less than .05%.
This is true. I know this because it happened to me. And like
a cheese grater yanked across the soft-fleshy part of your
Being stubborn with a large ego usually causes me
“interpersonal problems”, but in this case it caused me to limp
back over to Microsoft Word, flip on “Track Changes” and start
tearing up the offending copy.
13 hours later (wired on Orangina and the occasional clove), I
was ready to test again.
Conversion went from .05% to 6.38%.
Here’s what happened…
To begin, I’m pretty good at getting traffic, ya know – getting
people to my sites. But what happened here was I forgot to
consider the “The Arrival Mood” of said people.
What you message your prospects governs how they will behave
when they show up to your offer. I totally spaced on that
little nugget and paid for it big time. Don’t be like me.
Do this instead:
You can create buying behavior with just a few simple tweaks to
your sales copy – and it doesn’t matter what you’re offering.
Here’s the first thing I did. I stopped “selling”.
🙂 I know. Just hit ‘delete’ now, right? Heh. Seriously, I
stopped selling and instead focused on how to CREATE DESIRE in
the readers mind by focusing on what Freud called the “ID” of
human nature. And what I mean is, the ID doesn’t follow
rational lines of cogitation when it considers its next action.
BTW, neither does your prospect.
Think about this – every prospect that arrives at your sales
message ALREADY has some form of desire. The desire has
already been created somewhere else. And it was created NOT by
the products FEATURES; it’s created by a FANTASY RESULT.
Fantasy Result? Sounds kinda weird, right? What I mean is –
the result that your buyer absolutely LUSTS after is an
emotional concoction based on a “Rescue Fantasy”.
If you sell acne medicine, the result of using that medicine
will be the elimination of acne. That’s the reality of the
Your buyer, on the other hand, visualizes that little tube of
goo as his “enabler” to get a hot date to the prom.
He could smell like (wet) burnt dog hair, be constantly
drooling and be sporting a rented tuxedo shirt with baby blue
frill – but at that very moment, the tube of pimple goo
(priority shipped and liberally applied) is going to get him a
date with his own personal version of Cindy Crawford named
Libby from 4th period chemistry. A fantasy, to be sure.
You sell camping gear. And your new hot product is LED-based
Coleman lanterns. You turn them on, they light up (bluish-ly)
and the battery lasts forever, kinda. They’re waterproof, don’t
use explosive fuel or an open flame as a light source, and you
take them… camping.
Your buyer, on the other hand is thinking about how he can once
again let the kids have one, because the old-fashioned kerosene
version of the lantern set fire to the $1,856 tent the family
used on the last trip when a game of chutes and ladders went
And…AND his buddy Carl (Buddies named ‘Carl’ know everything
about camping gear apparently) says that the blue LED light
doesn’t attract mosquitoes.
Carl is of course, WRONG about that (notice color of light from
bug zapper…), but it sounded good and Carl wears flannel
shirts to church so your buyer listens to Carl.
The point is, your buyer is definitely not thinking about the
features of the product (who the heck cares how LED lights
He’s probably not even thinking about the benefits of the
product (LED Lights last a long time, are durable, and…blue –
What your buyer is FANTASIZING about is the dramatic (and
sometimes unreasonable effect of something as simple as a non-
exploding light source, and how using it will play out the
next time he goes camping with the family.
It means that when his child starts yelling for him because he
has to pee at 3am in the middle of the woods, Our buyer doesn’t
have to unzip his sleeping bag, rummage for his slippers,
kick/trip over his wife, unzip their tent, wait for the pilot
to light on the exploding lantern, walk his kid to the public
…Because now, since the LED lantern won’t explode (even
during a full-contact game of Jenga), his kids can safely have
their own and walk themselves to the potty. And since Crystal
Lake is a pretty safe campground, you sleep soundly.
New Lantern = Harmony.
We buy ‘things’ because we think ‘things’ will change
circumstances important to us.
You have to tap into what those Rescue Fantasies might be to
create LUSTFUL buying behavior. And don’t worry about hitting
the exact target of the buyer’s fantasy either…
…because if you get them thinking about MORE fantastic
‘circumstantial improvements’, you’re just feeding more into
the desires that they’ve already created.
This short video shows how EASILY you can create Lustful
There’s 2 killer examples, so have a notebook ready to copy
Now, I’m off to fantasize how that treadmill in the corner of
my bedroom is making me thinner just by looking at it. And who
knew they made such excellent clothes hangers, too?
P.S. I’m hoping to have a VERY Cool update on the state of
Search Engine Optimization for you really soon. Leslie Rohde,
Dan Thies, and Jerry West have been giving “The Google” fits
with some of the shenanigans they’ve been…”getting away” with.
More very sooooon.
Feel free to forward this to a friend, partner, colleague, or
persons named Carl.
Follow meeeee on Twitter: www.twitter.com/AndyJenkins (Note this link, you’ll see where this comes in later….)
And I also received this email from Jeff Walker. Note that each have written their own copy, so you’re not even aware you’re being pitched the same thing (unless you line them up side by side). But both emails are really LONG and sent out on the same day:
Subject: the art of money-getting…
Date: February 6, 2009 1:36:46 PM PST (CA)
OK, I know you’re interested in product
launches… otherwise you wouldn’t be reading this
As you know, my Product Launch Formula is NOT
available right now. I might re-release it in a
couple of months… but for now you can’t get it.
So I’ve got the next best thing for you – you can
actually watch a super-powerful product launch in
Frank Kern is just starting his Mass Control 2.0
product launch right now.
This is going to be a great launch – I know what’s
going on behind the scenes, and Frank is going to
be releasing some stuff that you DON’T want to
In fact, he’s basically going to give you an
entire marketing education before he even launches
Go watch his first video here:
If you go ahead and subscribe on that page, you
will get two full hours of pure-content video…
and that’s just right now. He’s got even more
free stuff up his sleeve.
Go check it out now:
P.S. You know how everybody’s always talking about
“my good friend so and so”. Well, in this case,
Frank really is a great friend of mine – I’ve gone
out and visited him at his La Jolla Secret Headquarters
FIVE TIMES in the last year. It’s always a blast –
we talk about marketing a bit, but mostly we just
play video games, surf, and eat pizza.
HOWEVER, I really hope that Frank makes enough
money with this launch to get a new bed for his
guest room… the thing is sorta falling apart.
It’s got a big dip right in the middle… but I
shouldn’t complain, since Frank’s hooking me up
with a free place to stay right on the beach.
This first video was actually shot in and around
the Secret Headquarters – you can see the beach
and the backyard… but their aren’t any shots of
the broken bed in the guest room. Here’s the link:
P.P.S. I’m just kidding… I’m really not
complaining about the bed at all. In fact, the
location of the Secret Headquarters is so
fantastic, I would be happy with a sleeping bag on
the floor. In fact, I’ve been thinking about
buying Frank a new bed just as a way of saying
thanks for letting me stay there.
P.P.P.S And I really don’t do much surfing
either… I mostly just fall of the board. But
it’s still a blast.
Go check out the video, you’re going to like it:
This video opens with shots of “desirable beach lifestyle”, Frank then takes the viewer on a journey – both key psychological techniques from Mass Control. Then back to his house where he gets out 13 surfboards from his collection and sits down in the middle of them, where he tells you that he spends tons of money on his desire for surfing – even though he’s a bad surfer. Also gives example of poor trailer park residents all with satellite dishes. Point: People spend on what they WANT, not what they NEED. They’ll even spend money they don’t have. Simultaneously, he is showing you that he is wealthy, by mentioning value of surfboards, the fact he has 3 places with 3 garages for storing the boards, has shown you he lives on coast in CA, etc.
He also gives you the 3 reasons people don’t buy and how to overcome objections by building up desire, or finding a different market.
Then, he talks about what he’ll teach you in the next video.
I then receive this email from Jeff Walker, to get me to go see Video #2 in Frank’s sequence:
Subject: this actually happened.
Date: February 9, 2009 9:36:56 PM PST (CA)
Last week I was out in La Jolla visiting Frank
Kern… and we had our typical crazy times. But I
really didn’t think he was going to share this
I mean, has the man lost ALL of his dignity?
P.S. After he bares all at the start of the video,
Frank does give a great marketing lesson… and
you don’t even have to opt-in to get it. Here’s
TELESEMINAR TO PROMOTE VIDEO #2
This is interesting. I don’t receive an email from Stompernet directly about Video #2. Instead, I get this indirect email from Stompernet, where Frank is going to be doing a free call – about the video and Mass Control product, but you have to watch the video first so you’ll know what they’re talking about:
Subject: Hostage Situation
Date: February 10, 2009 4:29:44 PM PST (CA)
I want to know how to do the following:
Get a 52% Opt-in rate on my Reverse Squeeze Pages.
Generate 23,407 new subscribers with an 11-minute
Double my email Open Rates without using sleaze.
Make SEVEN (That’s 7) different offers on the same
product to double my sales conversion.
Disguise my content so that it actually SELLS
something, and doesn’t just educate.
Actually, I want to not only educate AND sell, I also
want to use that SAME content to become an Authority
and have instant Credibility (and while we’re at it, I
want it to TRIPLE my sales conversion)
I just need a blueprint that I can use over and over
again (so I can DO Stuff, not THINK about what I
should be doing) that makes my customers excited
about buying from me.
Well gee. Not asking much am I? Heh. Actually, I am. But
I’m gonna get that stuff.
WHEN: Thursday, February 12th at 7pm
WHAT: I’ve taken Frank Kern hostage and will force him
to show me how he does it.
WHY: Because he’s mastered all of the things on my
above wish list.
HOW: I’m bigger than he is.
WHERE: On the phone. You can listen in. For free.
**NO PITCHING** I want to learn how to “Get Money”
from Frank, not be sold to.
Be my guest on that call. Click Here to go this entry
on the blog – fill out the form there to register.
Fair Warning: Frank is a friend.
I ‘get’ his character. I am personally amused by his antics.
You may not be.
After you get the phone number for the hostage call, you
should probably sample a small dose of “The Frank” to
make sure you’re going to be okay with his brand of
Preview this Video
I want to know what you think of Franks Video, so tell me
about it with a comment on the blog.
See you on the call!
P.S. The first 6 minutes of Franks Video is NOT a set of
Random scenes. It’s highly engineered marketing.
Right up to the point that he starts drawing on the whiteboard,
there are 12 separate “invisible” marketing techniques that
he uses. I’ve never seen anyone pull them off so well.
Check it out here.
Next, here’s the email Andy Jenkins (Stompernet) sent out that details exactly HOW Kern utilized these Mental Trigger techniques in that second video. This is FABULOUS stuff. Study it carefully and memorize it! In it he is promoting both the video and the teleseminar:
Subject: 14 (Invisible) Marketing Techniques.
Date: February 11, 2009 3:30:14 PM PST (CA)
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…
REMINDER: I’m taking Frank Kern Hostage on Thursday at
7pm. I’m making him tell me everything I want to know.
You can listen in!
Sign up on the blog page here to get the phone number
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:
Simply put, your sales message must help your buyer Visualize
what their life would be like because they’ve purchased your
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
“Goal Manifestation” is.
How is this different from a “Fantasy Result”? Simple.
A Fantasy Result is about Circumstantial Use of a
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.
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”
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
Two things here: First, the camera man’s statement
about his speed just solidifies Frank’s position as a
And what you might be feeling here is that that “kid” is
kinda irresponsible for treating Frank’s expensive car
So, I’m kinda thinking that this camera dude might be a
little creepy. He makes me care about and respect Frank
(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
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
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
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
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
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 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
* He does actually work hard when he needs to.
* He loves his family and includes them in every part of
* 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.
P.S. There’s already 800 people registered for the Frank
Kern Hostage Call.
Sign up on the blog page here to get the phone number
BTW, someone asked me why they needed to “join another
list again” to get on this call.
Just so you know, you’re NOT joining a list. You’re already a
subscriber, so that would be pointless. But, we are using
GoToWebinar for the Audio Only Teleseminar, and the phone
number is sent along after you register.
So, don’t freak out or anything – we don’t do any hyper-list
segmentation just because you registered. It’s just the way
Read Andy Jenkin’s email just above for a detailed account of what’s covered in this video and all the different techniques Frank uses.
This is the email I received from his J-V partner (Mike Koenigs – Traffic Geyser) that made me go see the third video in his sequence. Even this EMAIL is using several of the mental trigger techniques:
* Took them to dinner – in the club, wow, rubbing shoulders with big guys
* 13 yr old story – so simple anyone can do it
* TR – Tony Robbins, anticipation-surprise, more social proof, big guys club, etc.:
From: Rocket, Mike and Frank
Subject: why you should always get video testimonials
Date: February 13, 2009 8:15:38 AM PST (CA)
Testimonial videos are the best ways to prove your products and services work.
This is a great example that shows the power of testimonials and social proof.
Here’s the quick backstory.
I took Frank Kern and his wife, India out for dinner Tuesday night.
He told me about a THIRTEEN YEAR OLD *KID* who made $24,512.00 in four days.
You can see his testimonial here. It’s remarkable – and the kid is super cute.
See story here
P.S. There’s also BIG surprise guest in this video.
Hint: his initials are “TR”.
P.P.S. I introduced “TR” to Frank – and gave him an “idea” of a special gift
to give to him that he’s using as a prop in this video. It’s fun. I promise.
P.P.P.S. Stay tuned because I’m going to send you some additional information
next Monday on the topic of video testimonials that I promise you’ll love.
So, I clicked on the link and went to see the 3rd video:
This is Frank’s video on a web page. This one (3rd one in his series) employs several tactics:
– him playing guitar – bonding, great guy, then he shows you guitar is gift from Tony Robbins – wow big boy club, really made it
– then he shows you video endorsement from Tony Robbins – social proof
– then he shows you 4 different testimonial videos (he’s gotten past clients to film a testimonial video on their desktop camera capture) – more social proof from people *just like you* All 4 are total beginners, one is 13 yrs, one is college age, doesn’t even have product, 3rd is adult but no product, no list, nothing – this one doesn’t tell you his biz or any details, just shows him opening fedex envelope (new one, just received) with cheque inside for $25K, this one (pictured) could be college/high school guy. Message: it’s so simple and easy even kids and yobbo’s can do it and make money.
– video ends with Frank telling you to fill in your email and explaining more about what you get (this made me fill it in, I wasn’t going to before).
So after 3 videos, I’ve finally opted in to his sub-list.
Here is the screenshot of the video with the initial web page with the video and opt-in offer. If I opt-in, this will indicate my special interest – before I was just receiving his emails from his J-V partners, now I will be on his internal list.
Video Title Tag: Normal Folks Making Money.
The text for the opt-in offer reads:
Enter your email to get the next video – Plus get over 2 HOURS of live seminar footage nobody’s ever seen except high paying customers! The only way to get this unreleased footage is to enter your email below.
Enter Your Email:
Next, these are the screenshots of the page you are sent to after you click SEND. Note how the top of the page shows a nice spread on the table of all you get with Mass Control. As you can see from the title (Pre-Launch VIP Members Only), he’s still in the Pre-Launch phase of his campaign:
I also receive this email from Frank (he’s using InfusionSoft, like me) that sends me to this same page above:
Subject: More cool stuff for you (from Frank)
Date: February 13, 2009 11:34:21 AM PST (CA)
First of all, you’re in.
You’ve been added to my list and that means I’ll be hooking
you up with all sorts of cool stuff.
Starting with this!
Loads of cool videos there and more to come 🙂
Meanwhile, Andy Jenkins is now marketing the recording of the teleseminar he did with Frank Kern. He uses lots of techniques to show that he’s a really cool guy (you feel admiration, longing: I’d like to be in his club), yet self-effacing (thus likable, simultaneously engenders just-like-me feeling). Then he uses Twitter messages to provide social proof that this call is really worth your time. Lastly, there’s extra enticement from the mention of the free bonuses – this is your first clue that this pre-launch will soon be ending. They’re starting to dangle carrots for you to get you excited about the actual product, instead of just giving away free information. But, there’s no link to the product sales page…yet.
When you click on the link for the telseminar recording, it goes to a blog page, where Andy Jenkins urges you to go to Frank’s third video and opt-in to Frank’s Early Notification List, because his stuff sells out so fast. Andy also lists the extra bonuses Stompernet is going to give you if you purchase Mass Control. So here we see them moving deeper into focusing on the product itself, talking about purchasing, etc. Previously, they were just giving away goodies for free.
Subject: So, it DID actually record.
Date: February 13, 2009 1:54:47 PM PST (CA)
Ya know… Friday the 13th came early for me. It showed up
At 5am, ALL of our servers stopped responding. Thank you miss-
configured firewall at Rackspace.
At 11 am, the printer called Chris W. in our office and said
“So, you wanted color, right?”
At 2pm, I ran out of diet coke.
At 7:30 pm, the teleseminar lines got so full during my Call
with Frank Kern, his connection started to break up and he had
to hang up and call back in to get a better line.
True Story. It’s about 30 minutes or so into the RECORDED
Anyway, turns out that the call did record after all (I’ve had
the recording stop after a presenter dials out).
So, here’s the recording of our call:
Is it any good?
From Twitter (using Tweetdeck):
See? One dude is gonna “bring an axe for the jam @ the Hard
I don’t even know what that means! So it must have been
I’ve posted it on the blog, so head on over and pick it up.
Get It Here
BTW, the language is “Family and Office” safe. We’re getting
old, I guess.
P.S. On the blog, someone told me that I went a little “Gonzo”
on the Mass Control 2.0 StomperNet Bonuses. “Gonzo”?
Wait. Is that good?
Note: Until this point, no matter what I’ve heard to the contrary, I’ve felt like Twitter was yet another me-too waste of time. However, Andy has just shown me a clear benefit of using this ridiculous time-sucker. So I guess I’ll have to reconsider… maybe.
Okay, so after opting-in to Frank’s internal list. This is the first email I receive. The pre-launch is nearly over and Frank’s talking directly about the product and starting to ramp up the bonuses, some social proof and scarcity is still being pushed heavily:
Subject: (open up. MAJOR news that affects you.)
Date: February 14, 2009 10:16:27 PM PST (CA)
This DIRECTLY AFFECTS YOU so read it all:
The first time I used Mass Control as a *system* was
when I sold my Serializer workshops to a small
neglected list of 8,000 (or so) people.
The Serializer class was $10,000.00 per person and the first one
sold out in nine minutes. The second one sold out in 45
And that was the *last* time I taught a “paid” workshop.
–> So what’s this got to do with you? <–
EVERYTHING. BECAUSE IT’S HAPPENING AGAIN.
I’ve decided to teach ANOTHER *live* workshop …and this time
it’s all about Mass Control.
It’ll be right here in San Diego at the end of April.
You’ll be in a nice resort with your fellow Mass Control students
as I give you a “Mass Control Brain Transplant” LIVE.
This will be a *workshop* …NOT a seminar. No fluff, no screwing around,
just me giving you all I possibly can for two straight days.
IT DOESN’T COST ANYTHING
You get two full days of:
1. Me teaching you Mass Control in person.
2. Me tearing apart your websites, videos, and sales letters.
3. Me showing you how to find hot markets.
4. Me showing you how to get more people promoting your stuff.
5. Me getting you fast-tracked to make more money immediately.
Did I mention you pay nothing?
HERE’S THE BAD NEWS
This is *ONLY* available to Mass Control owners.
NO ONE ELSE can come. Period.
So if you want in, you need to be ready to TAKE ACTION on Monday
when Mass Control goes live.
Look, I guess it’s kind of “typical” to have a bunch of “scarcity” in
these big launches.
And I’m not trying to put pressure on you but the fact is, Mass Control
will sell out quickly.
FORGET THE SCARCITY
Instead, let me give you this new video that actually walks you through
*exactly* what’s in the Mass Control system, and shows you what it’ll
do for you.
…In plain English.
…With no hype.
It simply gives a good breakdown of everything included in the course
…and that’ll help you decide if this is for you or it isn’t.
Here it is 🙂
P.S. When we meet in San Diego, lunch is on me.
P.P.S. There are almost 60,000 people on the waiting list for Mass Control 2.0.
I guess this stuff works 🙂
Anyway – I can only fit 500 people in the room for the workshop. And it’ll be
a first-come, first-served situation.
As it sits, if under ONE PERCENT of the people on the waiting list gets the course,
we’ll be full.
So please watch this video and if you decide Mass Control 2.0 is for you, be ready
Monday at 10:00 AM PST.
To unsubscribe or change subscriber options visit:
Electronic Marketing Group, LLC
7660 Fay Ave
La Jolla, CA 92037
Note how he includes full address, phone number, etc. Interesting to note, Frank doesn’t use the person’s name (e.g. Hi X) when addressing his emails – perhaps this is because so many people don’t use their real name when signing up, thus he doesn’t want to “de-personalize” them when emailing…?
Clicking on the link, takes me to this web page, which is essentially Frank’s extended sales letter, but in video, rather than written form. Big thanks to Frank for testing this, because if it works, I’m sure we’d all just rather do a video than have to write yet another one of those nasty extended sales letters.
This sales pitch video is 19 minutes long. In it Frank:
– goes through every item in the box, explains what it is, how to use it and how it will benefit you
– mentions lots of successful numbers from his own launches (e.g. sold out $1 million in 54 minutes)
– mentions repeatedly how EASY it is
– shows you how you can get back your purchase price in 4 days
– says ‘if you just use the swipe files, you’ll make lots of money, but please do the whole course’
– offers complete 60 day guarantee; send part or all of it back in any condition (‘crazy guarantee from a crazy guy’)
Interesting: He’s using the Add To Cart link recommended by Ryan Deiss in his “43 Split-Tests”. Again, this is one of those website tweaks that for Ryan, increased sales a substantial percentage. I implemented these on all my sites and…. nothing, no increase.
By the way, clicking on this link a day early gets you nowhere.
Lastly, this is not from Frank Kern’s product launch, it is from one just before (Stompernet’s launch for Formula Five). However, it is the BEST “Last Chance” email I’ve ever seen. So definitely worth swiping:
p.s. Want to know what my experience was with monthly membership in StomperNet Elite?
Subject: Just wanted to say thanks.
Date: February 4, 2009 2:30:19 PM PST (CA)
I sent this at about 5pm Eastern, so there’s only about 1 hour
left before we shut off FormulaFIVE enrollment.
Before I pull the plug, I just wanted to thank you for a couple
1) I know what it’s like to be on your end of a launch like
this. You get just BLASTED with hype from all angles. We
appreciate you continuing to hang out with us through out the
Just a little tip if you have an email newsletter: We had a
.04% unsubscribe rate during this campaign (which is really
People told me that the all the videos, webinars, tele-
seminars, and reports; all the Free CONTENT made them
even more excited to be part of this experience.
So, thanks for saying that and being a subscriber.
2) Your Feedback is a god-send. I can’t thank you enough
We asked you to just try this stuff in your business, tell us
your results, and give us your feedback. And you did.
When you respond to our questions on StomperBlog, or an email
follow-up, or the surveys we field, it does more than just
It makes us evolve.
When we asked what would make FormulaFIVE easier for you to
afford – you said an extended payment plan. So, we made one
for less than $200. And we didn’t take out ANY part of F5 to do it.
When you said you needed help with product creation, we created
an entirely new module about product development and threw it
in for no additional cost.
When you said you wanted to meet other success-driven business
people, we created a special FormulaFIVE LIVE seminar so you
could do just that. And again, no additional cost.
We’re in the business of helping you. Your feedback makes us
evolve to better fit the needs of YOU.
So for that, and all of the other things you do…
For now, it’s time to close down our FormulaFIVE enrollment.
At 6pm, the offer disappears.
All I ask now is that you give this page your full attention
and decide if you’re ready for FormulaFIVE. Just one hour
left, and the choice is all yours.
Click here now to learn how you could double your business with
FormulaFIVE in less than 90 days.
It’s my sincere hope that you’ll join us today.
As always, thanks for your support!
Andy Jenkins, Paul Lemberg
and the FormulaFIVE Team
P.S. Don’t forget, you can try F5 for 45 days for less than
$200 and there’s a 50x ROI Guarantee. There’s no risk at all
to check out FormulaFIVE today.
You’ll be well into the 2nd module (of 6) before you even have
to decide to stick with us or get your full investment back.
P.P.S. By the way, not a single server failure, shipping issue,
or contact failure occurred during this launch.
To our awesome vendors (InfusionSoft, Telligent, Accurate
Communications, and PDB Fulfillment) thanks for making us look
p.s. You can see here that Andy Jenkins (Stompernet) also uses InfusionSoft to send his emails, manage his leads, track links and opt-ins, segment his database, customize autoresponders, etc.
So there you go, an inside look at a Product Launch, utilizing Mass Control techniques to present the content – from the pre-launch to the launch. Now there’s also an entire sequence of post-launch emails, offers, etc. that go on for about two weeks afterward. But you get the idea.
Again, here is a detailed account of all the internet tools used in this product launch (blog, video, screenshot, crm, email campaigns, etc.) and where you can get them.