hi my name is Frank Kar I haven't had a job since 1999 for the past 25 years I've been selling my own information my own intellectual property and software on the internet and I've done well over $50 million in personal Revenue doing that which if you think about it over 25 years that's really not that big of a deal sounds cool though I've also written some of the biggest campaigns in the history of the online marketing uh World specifically within the sub niche of selling business advice and how to grow your business these are 15
things that I've learned along the way that have helped me sell more stuff and make more money and I hope they help you too let's get into it so how do you deal with Skeptics first of all dude you're going to get Skeptics man no one's going to look at you and be like totally I want to buy this person's stuff immediately it's normal so instead of being defensive about it or trying to talk people out of it or getting offended by it or thinking you've done something wrong understand it is human nature and you
know what unless your stuff is literally for every single person on the planet address it head on in your Marketing in your advertising tell people that should be skeptical of your stuff that hey it's probably not for you so I talk about like building businesses and how to make more money and how to sell more stuff and I like to come right out and say look you're expecting some sort of magic bullet or to get rich quick overnight without doing any work this is totally not for you everything's harder than it looks and you're not
going to enjoy this so don't get it when I do that what I see happening is the Skeptics go away but the people who are right for what it is you're selling they tend to trust you more because you're one of the only people that have actually been upfront with them and uh that just makes you sell better helps you sleep better at night too so give it a shot it's always work for me all right so here's a little trick that you can steal from roughly like a hundred billion dollars of ad spend and
that is to make your domain name memorable some of the biggest brands ever were built on things like television ads and radio ads and newspaper ads and you can't click a TV ad or a radio ad or a newspaper ad you have to actually remember the business name that you're seeing the ad from well we started like using really easy to remember domain names and all of our content and we would like say things like hey if you like this go to Frank Kern book.com and buy my book Shameless plug anyway what ends up happening
is people see the stuff they see the content they're like oh that's pretty good and then you tell them to go to a domain name if it's easy to remember you will get people typing in the domain name going to the site and buying stuff not clicking your ad they literally remember it and they type it in and they buy your stuff we get roughly $20,000 of free traffic from people typing in easy to remember domain names for my business just because I say things like very clever plug go to Frank Kern book.com if you
want to get a book on how to create campaigns that sell give it a try it works pretty well you know I think I think I heard Gary ve say this one time but I'm not sure but I'm just gonna say he said it anyway um which was if you can't make it today then you're basically an idiot and I'm paraphrasing there and it might not have even been him that said it but whoever said it was right because right now we've got it made um we can put content like advertising content whether it's a
video like this or whether it's like an actual hardcore ad or whatever in front of the perfect absolute perfect Prospect for pennies and by pennies I mean literally pennies my first ad that I ever ran was way way back in like 1994 or something and it was on TV it cost me $5,000 to run something like 10 TV spots and maybe 20,000 people saw the ad or whatever you know you can get your ad in front of 20 ,000 people for something like a hundred bucks Max right now that's nothing and because of social media
we get instant feedback and because we can track everything we get to know what works and what doesn't and because we can send people emails that basically cost nothing we can grow businesses with very very little upfront cost so yeah whoever said that they were right we're living in the best times ever and I'll tell you something it's can't possibly get any better than this and the reason I say that is because every time time I say that it ends up getting better than this so I hope I'm proven wrong once again all right one
thing I've learned after spending millions of dollars of my own money running my own ads for my own stuff is there's three things you got to keep in mind in order to make sure that your ads work thing number one as my hero and one of my many teachers David Ogie always said was we sell or else the purpose of an ad is to get people to buy something eventually yeah everyone's like you should get your name out there what whatever that's adorable you know what you can't deposit getting your name out there you need
to get sales otherwise what's the point the second thing is never view advertising as an expense it shouldn't be an expense it should always be making you money if you buy a house for $20,000 and then you go sell it tomorrow for $30,000 was the house an investment or an expense it was investment it made you money but how do you know that your ads are going to make you money well that brings us to the third thing which is you should track everything if you make every single ad dollar accountable for itself and you
make sure that either it sells or it's off then you can't go wrong now that doesn't mean every single time you launch an ad it's going to make you money but it does mean that you're going to reduce the risk of your stuff not working and you're going to reduce the risk of you losing any significant amount of money greatly so those three things keep that in mind don't over complicate it you're going to do fine okay here's the big secret about making sure that ad campaigns work anything that you're doing if you're running an
ad you need this time and data look I've been teaching people how to sell stuff online since 1999 I can't tell you how many conversations I've had with people where they they'll start an ad campaign and they'll come and be like dude I spent $20 and I'm not rich yet I'm like yeah cuz you just got started when you expect things to happen over night it's like going I planted this avocado seed yesterday where the hell is my avocado tree like you have to give these sort of things time but time alone is not going
to make it work you also have to have data so you have to have information you need to know how many clicks you're getting how many people are clicking on the ad how many people are going to let's say your opt-in page how many people are opting in how many people are reading your emails how many people out of those are going to your order form on your sales page how many of those people are buying usually if something's not working it's the whole thing that's broken it's usually one of those four things are either
not clicking which means that sucks or they're not opting in which mean your optin page sucks or they're not buying the stuff from your sales page which means your sales page sucks but there's one little hidden ingredient that overpowers all of that stuff and that's following up so if you get a lead and you send them like four emails and they don't buy anything and you quit well you might as well just throw money away and get used to being broke people don't buy it first you absolutely have to follow up with people you can
take a crappy campaign change nothing simply add more email followup to it and you'll end up turning that thing around and potentially making it wildly profitable that's been my experience over the past 25 years works well for me give it a shot see what happens okay so you want to run ads you want to know how much you should spend and basically what you you really want to know is what's going to happen if I run this ad well here's what's going to happen it's going to be one of these three things let's say you
run any ad for 30 days thing number one that's going to happen totally sucks nobody buys anything big fat goose egg thing number two is does okay thing number three is it's awesome doesn't matter which of those three things happen couple things to keep in mind number one don't expect it to happen overnight number two in the event it's not going the way that you wanted it to it doesn't mean everything's terrible it means that only a couple of possible things are broken thing number one people aren't clicking on your ad okay just change the
ad problem solved thing number two people are going to your website and they're not buying stuff okay that means whatever you're saying on the website wrong stuff type different stuff now you probably solve the problem thing number three is they're starting to order but they're not which is a big portion of people by the way easy thing to fix that is simply send more follow-ups as a matter of fact really if you just send more follow-ups no matter what's going on you'll probably end up making more Mone money I have this tattooed on my Knuckles
100x Raz 100 times return on ad spend there's no single ad that's ever going to make that happen the way I make that happen is following up that's the big magic secret that's going to make everything else work way better just give it a try and see for yourself okay look everything that you've ever learned about selling stuff online is wrong it wasn't always was wrong it used to be right but now it's wrong I know that sounds weird so back in the day the old formula was we need to find the laser targeted perfect
person to show our stuff to so that we'll get the most conversion so like okay I want to sell to a female dog owner who's divorced that has three kids that likes kittens and knitting and that's my perfect customer Avatar that used to be right but now we have social media and social media has Ai and machine learning so what we can do now is we can just make content that says hey let's say we're selling something about juggling and content be like hey you like juggling watch this and then there's you're juggling or whatever
it is you're doing social media's algorithms are so smart that if people watch that content or click on it or go to your site or buy something if you keep doing it long enough it'll figure out exactly who to start showing your stuff to and you don't have to deal with any of that crazy targeting stuff so forget about about all the stuff that used to be right but is no longer right and be thankful that we're living in the age that we're living in where we can just say read this if you want to
buy this thing and then the social media algorithms will do all the heavy lifting for you don't overthink it just give it a shot this works very very well for me so I'd love to see how it works for you all right so I've written some of the biggest campaigns literally in the history of the internet marketing industry and and by that specifically I mean within the context of like selling things about growing businesses personally sold well over $50 million of my own stuff over the past 25 years which really isn't that much given the
fact it's 25 years here's what I learned where most of the sales come from really in this industry or any industry it's not an amazing ad although that helps it's not amazing sales copy on your page although that helps pretty well um it's not necessarily the offer but you can't have a crappy offer but a moderately good offer is okay the Magic Bullet if we want to sort of invent one is sending followup here's the here's the thing most people aren't going to do what you want them to do all right so somebody opts in
to watch your webinar or to like you know read your special report or become a lead or whatever most of them aren't going to go to your sales letter and the people who do go to your sales letter most of them aren't going to buy and the people who start to buy aren't going to actually finish their checkout process I call this the law of damit by the way most people simply won't how do do you fix it well we could slave over trying to make everything perfect or we could just follow up with them
the reason most people aren't doing stuff isn't because they don't like you they don't think your product's good they don't want it because they're people they're procrastinating and they're waiting until the very last minute or they just need more information if you keep following up with them until they either buy or say no you're going to make significantly more money than if you don't so test it see what happens it's only been working for me for 25 consecutive years so on my end I'm going to call this the Holy Grail so here's an interesting way
to get unexpected free sales know within reason and context check this out so did this experiment spent a ton of money doing it and still do it where I'll take content like this and I'll turn it into an ad and it doesn't even sell anything it's just like trying to help people the old demonstrate you can help them by actually helping them trick and what has ended up happening historically still happening to this day is when you make content that genuinely serves your audience and helps them number one they'll probably buy more of whatever it
is you're trying to promote in your content but number two they'll end up like Googling you or your company or whatever and then they'll go and buy other stuff that's completely unrelated to whatever it is that you're making content about within my own business I'll have every day sales of courses and programs I haven't promoted in years because people will see content like this and they're like huh that was pretty good and then they'll go Google me personally and then they'll like see other stuff that I've made and then they'll buy it and if you
do this and you make good content that actually does the old demonstrate you can help people by actually helping them trick and you keep doing it and you keep showing it to the right people same thing will probably happen to you I call it the halo effect and um it's just yet another great benefit of using intent-based branding putting good content out there and being consistent so enjoy the free sales I know I do all right so content marketing pretty big deal question is what do you say in your content you don't want to be
like everybody else and and you also don't want to look stupid well I've never figured out how to not look stupid but I do know what to say in your content here's what it should be about your prospect cares about these three things only what they want how they're going to get what they want and and what their life is going to be like after they get what they want and more specifically if you want to drill down even deeper all they care about is how to get rid of bad stuff like any sort of
unpleasantry they're experiencing or how to get good stuff so here's an example let's say you're selling I don't know some sort of information or supplement or something for dudes over 40 that need to lose lose weight not that I would know anything about that um so here's what your content would be you might say something like hey if you're a dude over 40 and you need to lose some weight but you don't want to go to the gym all the time here are three things that you could eat that cause fat to magically melt away
and then God knows what that would be right that's it you're talking about what the person wants and how they get it that's the magic structure doesn't need to be about you everything we make is always about them and if you keep doing that what you're basically doing using the oldest trick in the book which is demonstrate you can help people by actually helping them that increases trust in increases confidence when it comes time for them to be ready to make a buying decision you're the person they go to and you didn't even have to
try to look cool which for my experience is impossible give it a shot works pretty good all right so you you probably shouldn't post content all the time well maybe you should if you want to but the amount of stuff that you put out there is not really the magic key stuff does not equal value the thing that makes content marketing work and makes this whole social media thing work is actually helping people so if you focus all of your efforts on how can I make content that's going to actually be the most valuable thing
I can give to this person in this moment instead of how can I game the system to make more stuff you're probably going to get more sales even if you don't get more views and who cares anything about followers you can just get in front of anybody you want to with advertising so every single piece of content should always be about this what the person wants how they get what they want or what life will be like after they get what they want and if you're like really want to drill down into even more specific
examples just always talk about ways they can get what they want and make sure that those ways are genuinely helpful and real and if you keep doing that and the same person keeps seeing you say the same things where you're helping them get more what they want when it comes time for them to buy you're going to be the Natural Choice pretty simple so don't try to be like everybody else and be the next you know person with 25 goldplated diamond encrusted flying Lamborghinis just make content that helps people and the course of nature will
take care of itself and you'll be doing pretty good some of the best business advice I ever got at least in terms of marketing was from one of my teachers by the name of Dan Kennedy and I owe Dan Kennedy so much in terms of what I've learned from him and one of the things he said really stuck with me which is hey look the the trick to marketing is to get the right message in front of the right person at the right time and back when I learned this and you know seven million years
ago you would have to use like direct mail or you'd have the only thing we had was like search engine marketing or whatever and now everything's different because of social media so what you and I have the ability to do is if we make content let's say that's specifically for parents that live in Alabama with a 2-year-old child or younger that are divorced well guess what because of the way social media's targeting options are you can actually create content and then for pennies on the dollar make that content shown only to those people right now
I do that very method it's called using reach ads on social media and I make posts like these I spend $1 per day per post and I'm becoming very famous but only to the perfect prospects so they're seeing me all the time and whenever that time becomes the right time they're getting the right message and then they're buying it's a great way to saturate your Market become super famous and more importantly help people along the way assuming that the content you're making for them is pretty good so give it a whirl let me know what
happens okay stop it just just stop so I know like we see all these like cool influencers and stuff we like oh I guess I should be like cool like this person or whatever and those people are all super neat and they got like whatever goldplated diamond and crusted flying Lamborghinis uh and they ride Lions to work every day but at the end of the day no one cares about that stuff you don't have to try to be cool all your customer cares about is themselves which is wonderful because it takes the pressure off of
of you or me to try to look cool could you imagine how hard that and exhausting that would be to try to be cool so if instead of like worrying about looking right or having the right credentials or having a cool car or whatever if you just focus everything you're doing to like actually use I call it the oldest trick in the book to demonstrate you can help people by actually helping them and make everything you do just about them and how they can get what they want you could be a complete weird looking old
man with tattoos all over your body and bad posture and still make a metric crap ton of sales and money because you're just helping people so give that a shot take the pressure off yourself don't overthink it get out there and do some good in the world no matter what happens you will have done some good in the world and good things will happen to you as a result but you'll probably end up selling some stuff too which is a pretty good thing all right imagine this for a minute weird story but bear with me
so the Super Bowl people call you up yeah they're they're out there they call themselves the Super Bowl people the people that sell ads on the Super Bowl you know because that's like the Holy Grail right like man the Super Bowl ads if I had an ad on the Super Bowl I'd be a billionaire not true so they call you out they're like hey you want to buy a Super Bowl ad and you're like dude isn't it real expensive they're like yeah but we'll give you a bargain and and you're like well how much of
one they're like we'll give it to you for a million bucks you're like good god dude there a million bucks they're like okay 100 Grand you're like I don't know 100 Grand is a lot of money how about 10 grand you're like I don't know you know what it wouldn't be worth paying $1,000 for because think about this you get on the Super Bowl a bazillion people see your ad one time okay how many of those people are actually prospects for whatever it is you sell probably not many how many of them are immediately going
to go buy your stuff probably not many let me tell you something that's better than having an ad on the Super Bowl that you can do right now for like a dollar that's take videos like this that are actually genuinely helpful to whoever your perfect person is and then run special social media ads called reach ads and show them that content when you use something called a reach ad what you're doing is you're able to show people videos like this one or written post doesn't matter for like $5 per 1,000 Impressions which is pennies it's
nothing but you're putting it in front of the absolute perfect person because you can use laser targeting I've been testing this method for years like literally for years and as a direct result of doing this instead of spending all kinds of crazy money on other stuff I've become super famous in a tiny little niche market and I'm getting sales constantly and I'm hardly having to spend any money doing it I know it's like completely opposite of what most people say to do but give it a shot and see what happens and um hey if I'm
wrong I'm wrong but that's the worst case scenario you didn't have to really spend a lot of money but in the event that I'm right well you're going to be stoked because you're getting in front of the perfect people you're making sales and you're hardly spending anything so best of luck to you let me know what happens all right so everybody's always asking me literally everybody the entire world is always asking me how do I get more traffic dude getting traffic's easy like what what planet are we on here you know we can buy traffic
from Facebook or Google those are like some of the companies in the world and their entire mission is to sell traffic to people like us getting traffic's easy it's not the issue you can get it tomorrow 10 minutes from now you can have an ad account set up and for five bucks you can start getting clicks or whatever that's nothing the trick is to sell stuff so that is what we should really be focusing on which is how do I get customers and the magic formula to getting customers comes down to this number one the
offer right so if the offer is something that nobody wants probably not going sell it second thing is what your web page says if the words and pictures and stuff on your web page don't say the right thing doesn't matter how good the offer is if the words and pictures are bad no one's going to buy it and the third thing is really kind of the Magic Bullet which is most people who go to your web page aren't immediately going to buy but if you follow up with them either by retargeting or by email followup
then you're going to make a lot more sales since 1999 I've been selling things online so easily well over $50 million in my own information and intellectual property and God knows how much of other people's stuff number one thing that's always worked my big secret is I just follow up with people a lot if you do that you kind of forget about the other things and just do that and focus on that one thing you're going to be okay so stop worrying about traffic start thinking about follow-up and getting sales offer copy follow-up emphasis on
followup if we said followup enough let's say it one more time say it with me followup try it let me know what happens I think you're G to I think you're going to be happy with the results
