Sept. 6, 2021

Frank Got Really Lucky - Frank Kern Greatest Hit

Frank Got Really Lucky - Frank Kern Greatest Hit

It's not like it happens every day. It's not like the whole campaign was a 100X return on ad spend and it's not like that is happening at scale. It still looked cool though! So that's pretty good and I've never had that happen before. No kidding, it...


Hey, what's happening. I'm out here. I'm out here walking this guy, the bat pig, come by the pond and you don't see that. Well, anyway, there's a pond over there. Figure it out. How much you for a minute, while I'm walking to walking this dog, such a fabulous dog what's going to happen is I'm going to walk them for a little while.

And then as soon as he gets in the house, he's going to crap on the rug. That is my, uh, My little French bulldog. His name is Dolce. Where'd he go? There he is. All right, so quick marketing update. I know. I look terrible. That's genetics. What can I tell you? Um, pretty good week this week, I was able to post, um, a couple of Frank got really lucky videos on social media, showing how, um, I had a couple of ad sets in a particular campaign.
Excuse me? Yeah, there we go. Got to make sure my dog doesn't get eaten by coyotes. A couple of Frank got lucky videos on social media, where I had over a hundred X, a row ads. On, um, certain ad sets within a campaign. Uh, first of all, that was pure luck, you know, it's not like it happens every day. It's not like the whole campaign was a hundred X return on ad spend and it's not like that is happening at scale.
It still looked cool though. So that's pretty good. And, um, I've never had that happen before. I no kidding. It was really pretty freaking crazy. Um, so I got a lot of feedback from it. Like, Hey dude, What, what are you selling and why did that happen? And a lot of the questions were tactical, you know, like, Hey, is that a, uh, CBO campaign, you know, for conversion or whatever it is, uh, something campaign bid optimization or, you know, or you're running a special thing.
And so I'll answer all of that stuff now. Um, the campaign is a very simple campaign. It is, uh, opt in to watch it on demand training. Uh, you can see the training There's, you know, You can just opt in for it, if you want to, um, don't know where the dog went, but I think will be okay. So anyway,
It's where you go. If you want to just see the strategy I'm using overall. So really basic, right? The ad itself is nothing fancy. It is a picture and there are two sentences sentence. Number one says something like. Watch this, if you want to get more customers more consistently, and then the bottom sentence below the picture says something really groundbreaking, like knew how to get more customers, like something really simple like that.
So for me, I always tried to do the simplest thing first. You know what I mean? Just to like validate the concept or whatever. Oh, there's my dog. Okay, cool. Do you want to be a bad dog owner? You know, anyway, um, So it's not the ad, the landing page. If you go to learn with, you'll see it's the same landing page.
Um, it has a sentence and up button. So it's, it's not the a, it's not a landing page. There's nothing fancy there. What's making it work is two things. All right. It is, uh, using something that I've devised called a three story system and it is followup. And a up is part of something. I call a three act sales system.
All right. And so here's the deal and all of that stuff, and what's making it work. And again, to go to, if you want like a better non watching the dog distracted version of it, I'm pretty sure he has disappeared somewhere, but all that's going to mean is cleaner carpets from me. So here's the thing.
All right. Here's the general premise behind the three-story system itself, uh, which is this. All people, me, you, our customers, our prospects, we all go through three phases when we make a purchase or three steps and I call this the universal buying process and it goes like this. We get interested in something and then our desire for the thing builds and then we buy it.
And, um, a lot of folks have reached out in the middle. Hey, what's the difference between this concept and AI D a, which is a formula, which has a  attention, interest desire. Action. And it's a very good question. So I'll clarify it. Um, This universal buying process is taking into consideration modern consumer behavior and modern consumer behavior is a lot different than it was back when AI da was pioneered.
Again, I aid for people who are not marketing darks, a formula for selling, solving, which is attention, interest, desire, action. So AI da is generally, and I know I'm generalizing. So, you know, um, it is generally used. In a singular pitch environment. Right. So that was what it was developed for and it's fine.
It's great. It works awesome. The challenge we've got now is that the modern consumer folks like me and you, we have a different behavior. Then, uh, then folks did back in the day when stuff like AI was invented, for example, we'll get interest, right? We'll see like something online, it'll spark her interest, like an ad or whatever.
And then of course the natural progression, this desire and buy, right? So everybody's the same interest desire bot. So the time between interest and buy is often longer now, unless it's an impulse decision, you know? Um, so. We have to take that into consideration. And that's where this concept of the three-story system comes into play.
So if we look at humans, right, and we can sort of agree, at least tentatively, and I mean, you can have a much deeper dive on this. Again, I, if we can tentatively agree that, all right. You know what it makes sense. We all know go through the same three steps, which is interest desire purchase.
Right? So, if we understand that as human nature, then it really makes a lot of sense to like, go with human nature. What, look you showed up the misses and now she's got the devil dog there. All right. So it really makes more sense to go with human nature and human nature is this like in today's day and age, it is this people take a while to buy, you know, the, the transition from interest to buy is very rarely instant.
So if we look at the current landscape of marketing, um, It looks, it looks a lot like this, regardless of industry, we get interest. And then we try to build desire by big, by being louder and, or making bigger and more exaggerated promises, you know? So it's like if we can out loud the other guy, and if we can make even bigger and crazier promises, then we, we hope that somehow that will escalate, uh, the rate at which desire builds.
So somebody will make our purchase. Uh, unfortunately. Although that can be in theory effective. I mean, a lot of people do it, you know, it was a clearly it's working. Okay. Um, unfortunately it goes against human nature. So human nature, especially today really dictates that, you know what? We don't want to make a rash decision.
We like to look at everything we're in the information age, you know, so there's a gazillion things. We can look at people like our research stuff. And if we understand that human nature, the minute you start trying to push against nature, you start to lose, right? Like we're not going to win. We're just not, uh, human nature is going to be human nature forever.
We ain't going to beat it. So we might as well ride with it. So if that's the case we got to start looking at. Okay, well, what's the preferred method of, um, communication. Yeah. And so traditional marketing communication is buy my stuff, buy my stuff. Hey, you know, is it really good? You better buy my stuff.
You better buy my stuff. Um, here's all this stuff, you know, let me tell you all about my stuff, right? And so again, that's been very effective. It's nothing really wrong with it. However, that's not how we prefer to communicate. We prefer to communicate by story. If you go and have a conversation, if you like eavesdrop.
You know, on someone else's conversation like a weirdo, if you go to the food court in the mall, um, I guess we can't do that anymore. Cause it's stupid quarantine or whatever, you know, but if you're just like listening to other people talk, you're gonna understand they're talking in stories all the time.
So what I decided to do was to start using story more. In three areas, which is number one, to get interest and number two, to build desire and number three, to get the sale. And I learned that the stories need to be about and have only three ingredients. Right? And so this is important because story and, um, story in sales and marketing can be very, very difficult.
If you try to like make up. Sorry. I got something in my eyes. Um, if you try to make up a story, you know, and so that's not what I mean, we don't need to make a story up about how, you know, we were born in a old rusty soup can by the side of the road and then discovered the mystery. Then now we can fly.
You know, nobody really cares about that, what the stories need to be about. And these are easy stories to tell are about these three things. Always. It is what the prospect wants, how the prospect gets it. And then what the prospect's life is going to be like after they get it. All right. So those are the only three ingredients.
It doesn't matter what type of story you're telling. So if we understand that, then it's like, all right, where, where do I, where do I do this? And, and how, you know, so you want to match, and I know this is like kind of cerebral, but again, I do a way better job explaining it. If you take the free class that, but what we want to do is we want to match.
Every phase of a universal buying process with an appropriate story. For example, there's a story called an entrust story. Now, remember there's only three ingredients of any story, what the prospect wants, how they get it, what life is going to be like next, the interest stories designed to do one thing, which is to get a prospect to behaviourally identify themselves as being interested in what you're selling.
Right. And so what does that story need to be about? Simple needs to be about the thing that's in the front of their mind, which is. The thing I want, you know, like if we want something, that's what we're constantly thinking about. Right. So it doesn't really need to be all about how you get it. Certainly doesn't need to be about how cool your product is.
It needs to be about what they want and specifically it's the result that the product provides. Okay. So that's what an interest story is. The second type of story. Which has only really best told after someone has expressed interest by behaviorally identifying themselves as being interested in your stuff, such as having watched one of your videos consume some of your content opted in to get the free thing, whatever, right?
The interest story, or rather, I'm sorry. The, uh, the desire part of this is something I call a demonstration story. Now, remember we got three phases of purchasing, no matter what, we're by interest desire buy, right? So we need stories that will build that. Desire and the best way to build desires, to demonstrate the following.
Number one, that buying the stuff will in fact get them what they want. Right. Not tell them, not promise them, demonstrate them. Number two, it needs to demonstrate that it is a good decision to buy the thing. Right. And so they kind of go hand in hand, but if you think about it, why wouldn't somebody buy it?
They've behaviourally expressed interest. Okay. So then now it's your job to get them buy. Why wouldn't they buy those really simple? They're not going to buy because of one or two things. Number one, they don't believe you. Right. Or number two, they don't want it enough. So it's your job to a demonstrate, you know, that you're a good person and that your stuff works.
And B. Build that desire through demonstrating that they will in fact get what they want. So in that type of story, we primarily use the ingredient of how they get what they want. All right. So this really ties back to the results in advance methodology that I've practiced forever. And I've taught forever probably to the point that you guys are tired of hearing about it.
Um, so that's the second type of story. The third type of story is the story that makes the actual pitch. And it's very rare. For someone to be, to go from interest, to seeing actual pitch and buying right there in a very short period of time. It's just not normal anymore. I wish it wasn't, you know, I wish my people would do that.
That would be great. But we got to follow up more. Right? So the third kind of story is something that's called a transformation story and that the primary ingredient of a transformation story is here's what life is going to be like after you buy the stuff. Okay. So if we circle all the way back to the campaign and it's working very, very well.
And by the way for the week, it's only had like a two point something X return on ad spend. I just got lucky like that one weird ad set for a hundred X, you know, it was still look cool. Um, if you, if we circle back to why that campaign is working, it's because I'm tying those stories in to something. I call a three act sales system.
The three XL system is this, I didn't invent it. I just came up with a name. Is that doesn't matter really what we're selling. There's three things we do. We get a lead. We make an offer. We follow up, right? The thing that's making that campaign work is the followup. And I'm following up with two things.
Number one, demonstration stories, which build desire. Hey, here's how to get what you want. And number two, uh, transformation stories, which is here's what life is going to be like after you get the thing that I have for sale. And that's, what's making it work and that's all they really simple. Um, and so if you want to see it in action and like get a deeper dive complete with slides and diagrams and stuff, uh, go to
And before we go, we'll go for a little walk around the yard. We're moving next week. So we won't live here much longer. We're going about five or six miles down the road. But there's the misses. And if she knows I'm putting her on camera, she's going to kill me. So y'all, don't tell her I'm definitely not filming anything, honey.
I'm just walking around with my phone, like this, talking to myself and here's my dog. And then if you act now, you can have this dog because he's waiting to go inside before he pees on the kid. All right. Hope you guys, uh, hope you guys have a great Halloween and, uh, enjoy the day. Be safe. Have yourself some fun and go to
Take it easy.