July 29, 2020

They Asked Frank Kern To Keynote Funnel Hacker Live

They Asked Frank Kern To Keynote Funnel Hacker Live

Alright. It's important that everybody fully understands the situation at hand. I'm going to talk about seven things on the intro net. I might talk about ways to increase sales in your business. I might slip up and say that I've sold a lot of stuff....


Gosh, I can't see any of you. Oh, there we go. Okay, good. There you are. Hey, yo. Right. What's happening? Okay. Let's see. We got to put the disclaimer up. All right. This is pretty serious. It's very important. Y'all got the disclaimer ready? I can just do it by memory. Okay. There it is. Alright. It's important that everybody fully understands the situation at hand. I'm going to talk about seven things on the intro net. I might talk about ways to increase sales in your business. I might slip up and say that I've sold a lot of stuff. My results are not typical. The statement about me being completely insane is 100% accurate. I actually have honest-to-God brain damage and am drinking right now, as I deliver this speech to you. Nobody in their right mind should listen to me under any circumstances for any reason at any time. Ever. So with all of that said, don't do any of the stuff that I tell you to do. Well, I mean, that be that as it may. Thank you. But, uh, you know, the disclaimer, et cetera, et cetera, you're responsible for your own actions. Okay. Let's get started. Are you ready? Okay. 

Would you like to hear my suggested, uh, presentation titles. So they said, will you come to Nashville and speak? And I was like, yes, Nashville, they got country music and liquor. You can't get that. you can't get that anywhere else in America. You know? And so I was like, what do you want me to talk about? And it's like crickets, you know? And I'm like, fella's anything, anything? Like never, never got a response back from them. So then I started sending a presentation. Title suggestions. Do you think I should say, should I share some of the suggestions? Well, the first one was how to convert to extremist Islam in three easy steps and, um, yeah. That one didn't go over very well. And then I was like, well, how about misogyny? The secret to the, what was it? The number one success secret of Hollywood's elite. And, and that didn't go over very well either. Oh, I thought it was good, you know, whatever. Um, it really appears to be working well for those guys. So, I guess we'll talk about selling stuff on the internet. What do you say? Alright, so I've already used up three minutes and 20 seconds of my allotted 28 minutes. I better get to work here and better get jiggy with it. 

Alright, so gonna try to condense 20 years into however long we got here, we'll be making a lot of generalizations, thus the disclaimers, et cetera. So thing, number one, we all kind of look alike as marketers. And here's what I mean by this. If you go to the Facebooks or to the Instagrams, or even to your YouTube and you start looking at everybody's posts, you'll notice they all kind of blend together. They got the big headline, the talking head and then the subtitles and stuff. And sometimes there's some graphics in there. Can you dig it? You seen it. They all look together, right? So what's happening right now. Is the world is becoming blind. To our kind, I didn't mean for that to rhyme, but it did about that. That was the only nest. The only time I'm going to say something cool and get away with it like that. So here's the deal I was messing around. I was doing a little bit of research and the advertising agency, Ogilvy and Mather made this discovery and they called it something like influence or blindness. And they had this big long series of tests and everything, and they found out that. Hot diggity. Everybody looks exactly like in terms of the content presented and they even did this slide in their presentation. You can actually, if you go to your Google machine there and type in Ogilvy and Mather, SlideShare, you'll find it. But they had a slide in the presentation where they had all these different influencer posts. And that said, can you spot the difference between these posts? And quite frankly, the answer was no, right. It was not, you couldn't spot it. So the question used to be like, how can I get attention? And now the question is not only how can I get attention, but how can I stand out and be different? So I'll tell you secret quote unquote, this worked extremely well for me. Uh, 20 years running number one. And again, see, disclaimer. All right. So this is my personal experience. No one's going to make any money under any circumstances ever. There is a 100% mortality rate among people who listened to me. All right. So this is true. This is, that is factually accurate. Okay. In my opinion, in my experience, our income is directly proportional to the amount of good will we've got with our audience. Right? So if you take nothing from me, take that. So the way this ties back to you, selling more stuff on the intro net is this, there are two sides of internet marketing. There is before the line. Spell it properly be fo and then there's behind the line. I'm just going to say BH. Before the line is defined as all the stuff they see before they enter your funnel, before they opt in, before they're in your email sequence and all of that kind of stuff. Now, it used to be. That the way to win here, right? Cause this is where everybody kind of focuses, right? The way to win here behind the line was to make bigger promises, right? Show you how to get rich in 24 hours. Well, I'm going to show you how to get rich in 23. Why have, what was the thing from, what was the thing about Mary? Why have seven minute abs when you can have six minute abs or whatever it was like that, right? So it was louder and louder. It was a, it started let's make bigger promises B less get louder. So what's happening now is you have so many people here behind the line, thinking that the way they're going to differentiate and stand out in a marketplace is to make bigger and bigger claims and bigger and bigger promises. Now, you've probably noticed an unusual amount of disclaimers going on over here. The reason why is yay, supposed to do that, right? You cannot just go out and blanketly make gigantic promises. And the less, the average consumer who buys your stuff actually achieves the result that you're promising. So if we take that into effect, the question now becomes well, if I'm not supposed to do that right. Assuming that every single person who buys your stuff doesn't get the result in the giant promise, which is typically reality. Then how do you differentiate? And the answer is what you do before the line. All right. So earlier I said, we all look the same to the consumer. Right that I call it influence or blindness. You just go and look at anybody's Instagram feed and they all look the same big headline talking head semi motivational. What's it called? Subtitles, transcripts, whatever, the little words at the bottom and stuff like that, you know, everything looks the same. So thing, number one, look different. 

Thing number two is everything you ever put out should do these things. Number one, it should be about them, your audience. All right. Once you realize this, that every single thing you do in your business is about your consumer and with the intention. To better their lives dramatically. Once you realize this an enormous amount of pressure going to be taken off of you, because it means you don't have to look cool. Right? So if you're ever worried about, Oh man, this dude's got a Lamborghini, I gotta go get a Lamborghini. Now nobody cares about the stupid Lamborghini. Right? All they care about is can this person help me? That's thing, number one, everything you do before the line, this means the content, the ads and all that kind of stuff. It needs to be about them. And the subset is what they want. And how they get it. Right? Number two, you need to very deliberately build good will the way you create this. Now, keep in mind. This is before the line, meaning they have yet to go to your website, right? The way you build this good will is here. By showing them in your advertising, how to actually get what they want. Right? Like nobody really cares about our life stories. We are not fascinating to anyone really, other than ourselves, everybody is interested in themselves. And once we take that as fact, which it is, we can then use it in our marketing. 

The third thing we need to do is make offers. All right. So if your ad generates Goodwill by teaching your prospects, how to get what they want while simultaneously making offers, which is now sending them to the behind the line part of the deal, chances are you, ain't gotta make no claims at all. You can come out on stage and say, listen, you should not be listening to me under any circumstance whatsoever. None of what I'm going to tell you is going to be helpful. You would be better off at home. You'll probably be, be worse than you were before you started hearing me. And you can actually come out and say that, and people will still listen to you because of the amount of Goodwill that you have generated. So obviously my disclaimers meant to be in fun, but I did it. To illustrate that point. There's a movie that caused me to start seeing how far I could push the envelope with what could best be described as rather could we end up noxious, transparent marketing. And there's a movie called crazy people, storing Dudley Morris. Anyone seen that by any chance, like four people, this amazing. This is a great movie, by the way, if you're an advertising person like me, watch the movie. I'll summarize it for you. Real fast Dudley. Moore's an ad executive. He goes crazy and becomes incapable of misleading consumers. So he starts writing these ads that are, um, blatantly and brutally honest. And one of my favorites was Volvo. They're boxy but safe. And another one was think like, um, I forgot what it was. Yeah. It was like, it was an ad for Britain or something. He said, go to Britain, forget Paris. Nobody likes the French anyway. And then there was one, which isn't true by the way, Paris is my favorite city in the world. Aye. I'm with you on that one. And then there was another one for Jaguar and he said, Jaguar, For men who want words, I can't say on stage because I'm contractually obligated, not to swear from women. They hardly know. Right. And so, so the movie goes on and Dudley Moore, like submitting these abs to his executive committees and they're all like, ah, run this. It's never going to sell, but one of them slips into a magazine and then the Volvo sales go through the roof. You know, and then he's committed to an insane asylum. And then he gets the other lunatics to start writing ads as well. And none of them are capable of misleading the public and the ads keep working. So I saw that and I was like, I wonder if it will work in real life, you know? So I started because I selled a business and how to increase customer retention and customer value and all of that kind of stuff. And I was like, well, I wonder what will happen if I begin sales pitches by saying, listen, This stuff is real hard. And most of you guys listening to this, you're not going to get any results at all. In fact, most people who buy the type of stuff I'm selling, don't get any results at all. Kind of like most people who buy the gym equipment, don't look like the dude in the gym equipment commercial. I don't know why that is. I mean, obviously I do. I don't know why that is, but I bought the Coors light. I am working. Great. Real good. It's light. Hardly any calories. I mean, you got to drink like 16, one of those things to get full 2000 calories. So don't judge me. Okay. This is all from sugar. Um, I forgot what I was talking about now. I really honestly literally forgot what I was talking about. Oh yeah. So going on the radical transparency in advertising, I started using that in the marketing, like, Hey, this is hard and most people aren't gonna make it. And it's just awful really end up. Sales increased. And then I got, when, when selling consulting and higher ticket stuff, such as agency services, they would say things like, and this still happens in our company. They'll say, well, what can I expect this to be like? And the answer is usually, well, you're going to go through various stages of death, disappointment, and anger. And if you can make it through that, you'll eventually be. Slightly less dissatisfied than you are now, but you're never going to want to actually pay us. And it works. Right. Because if you think about it, if you've ever hired an ad agency, that's exactly what the experiences, you know, at first it doesn't work cause it never works at first and the Noah's kind of starting to work and then it starts working, man. I wish I didn't have to pay these guys. And so this is just radical transparency in advertising. It works. Right. But the reason works is because of what is done here. If you don't of that bond with your audience, before they go behind the line, before they interact with your sales team or read your copy or whatever, they're going to be like this, right. You're going to be met with the level of skepticism that most consumers have. And most consumers should have because most marketers believe that the best way to get the sale is to make an even bigger and bolder promise in the other guy, regardless of whether or not it's true. And that's a shame, but unnecessary. So this is a big secret. All right. That makes sense. I'm trying to go super fast. I've got 12 minutes and 33 seconds and they gave me two cocktails to drink while I'm up here and I'm not even finished with the first. All right. So let's talk about behind the line now. Cool. It's interesting, by the way, this is a giant crowd and I can see like barely three people. Cause the lights are so bright. Cause it's kind of awesome. It feels like I'm on a webinar. Maybe, maybe I should just, you know, put on pajamas and stuff. It sounds great. All right. So. Here's the deal with most consumers that was on purpose. That is actually the cool way to walk across the stage. I read that on a, how to walk across the stage and look cool manual. It was an ebook that Russell wrote right after the potato gun thing and the glue. No idea why that would ever so well. Do you have any clue why that would have gone over? I mean, either, but Hey, I'm glad you like that. Right? We can hold this to be self evident. Most people won't, most people will not opt in. Most of the people who opt in will not open the email. Most of the people who open the email will not click most of the people who click will not click the order form. Most of the people who fill up one of the order form out will not complete the order. Most people won't. That is normal, right? If most did, our conversion rates would be over 51% and we would be the most brilliant people in the history of it marketing. They would have gold statues of us made. And put on Madison Avenue, right. It's just normal. But for some reason as marketers, we like to forget that and be like, I can't believe it. I had it 123 clicks to the website and nobody bought in the world. Right. Or 47 people opted in and nobody bought my thing. So let's look at where things can and will inevitably go wrong. And how to fix them real quick. I think that might be helpful. Okay. So let's talk about a mushy guy, so info and stuff, roughly accurate. I'm trying to think of what type of funnel to use as an exam info. Okay. We'll just stick with an info funnel. Alright. So you got yourself warning them ads. All right. So that's your ad then people opt in. Let's just say, well, let's say the book funnel, right? So there's you. Smiley face there's the buy button. And then of course you're using click funnels. So you got the two step order form, which is awesome. And then they either buy or not and there's OTO one and then there's OTO two, and then there's OTO 752,000. Alright, so let's just start here. Okay. So if we just look at. Let's make them opt in first. Alright. Let's put an opt in page here for it. If we just look at one, two, three, these components right here, if your stuff isn't working, right. 

There's only a couple of things that could be going on. Either they're not clicking on the ad all right. Or they're not opting in B. Or they're opting in and they're not going to your sales page, see, or they're going to your sales page and they're not buying only possibilities period. Right. Everyone agree if we take this to be true, then it is no longer rational behavior for us to go. I tried it and it didn't work. No. What happened is you tried it in one of the four things always go wrong. Did its job and went wrong. Your job is just to be like, Oh, okay. Which one of these things was it? So if you come over here and you discover you ain't getting no clicks on the ad. Well, everything from here on out, it might not be broken. You might just need to change the copy in the ad. Pretty simple. It's called typing. We all do it. All right, no problem. Let's say you find out they're not often in. Well, what do you do? Change the freaking opt in page and my experience by the way, the best converting opt in pages ever in my career have two components, a headline, and a button that pops up an opt in form. I've tested so many different variants. Don't know if it's a universally like the best converter ever, but if you're having trouble getting opt ins, try that layout works pretty good. Okay. I think it's called super simple or something in the click funnels thingy. Right. So let's say now this is where things start to go bad. All right. Let's say you're getting people to opt in and everything's great, but ain't nobody buy in here now. Here's where it's really, really easy to jump to conclusions and do a lot of unnecessary work. It's natural for us to go. Well, that's a sales letter. Gotta read you the sales letter Gatorade, do the page, probably click funnels fault. Probably Russell is probably not even going to, he probably switched out the Stripe account. It's probably going to his Stripe account. Cause you know, they, they ain't got enough money over there. 8 billion people using this platform. I always make the joke that what they do over there as they secretly have like fights with wadded up hundreds, like we're normal people would have snowball fights, just throwing bricks of hundred dollar bills at each other. Like, God, you know, that's what they do. Alright, so don't you want me to know? That's probably, I would, if I had that kind of money, I wouldn't be here. If I had that kind of money, really, I would be just like, absolutely blasted out of my mind. Right. I got ClickFunnels money. It'd be like, put on your pants, tell the fat lady to put her pants on. It's just cold in here. Okay. I'll look at their little appropriate humor. I tell you what you people should know better. Okay. Here's the deal. Before you jumped to the conclusion here, you need to measure two things. Are they opening the email and are they clicking on the link in that email? If they're not, chances are, ain't nothing wrong with you. Your sales page. He hasn't switched out his Stripe account yet. Okay. You got to watch him. Okay. But he has done it yet. That just means you got to change your subject line, change your email copy. Now let's say we got them coming here and they ain't buy it. How many of you think the most important thing is going to be the headline? Yes or no, I'm setting you up. It's obviously no, right? Otherwise that'd be like the most important things. The headline, it kind of isn't is kind of the offer. You know, why free plus shipping offers work real good. Cause it's a good offer. Right? Like it doesn't matter. I'm not saying deliberately write horrible headlines. That's what I'm saying. If the offer itself is good, then the coffee doesn't necessarily have to be spectacular. So the first thing you need to check is is this offer something that someone really, really wants, right? And I always use a horribly morbidly inappropriate example, which I'll use now because I'm that kind of person, which is, or addressing a group of prisoners. That just are at the very tail end of a 20 year sentence. And hadn't seen a female in over 20 years. And the thing I had to offer them was a night with miss America or something. My coffee could literally say which one are you? Pecker heads once tonight with miss America. Okay. And, uh, I think got to get a hundred percent conversion rate. So it's not always the copy. Right? A lot of times it's going to have to be the offer. Okay. So I have yet to swear by the way. So contractually speaking, I haven't violated anything. Yeah. Was it just me? I did. Did everybody just between us now, did everybody have to sign the no swearing clause or was it just me? They're all supposed to, it was everybody. I hope sure it was something else in there too. Also. Do you guys have many bars in your room? No. Okay. Alright. I thought for a minute, I'll say they took the damn mini out and I was like, that was actually pretty smart. I would have tell you I would have done the same things. I couldn't blame them. Okay. So here's what you gotta do the emails. All right. And this is what can really make or break everything. 

So assuming the offer is good and the copy's good. number one thing I always have with my consulting clients is it always comes down to two things. They're either not making enough offers or they ain't following up enough. Right. And so if I were to funnel hack, everybody here, my guess would be 99.9, 9% of people are not following up enough. So here's what you need to look at in a followup sequence. All right. They opt in. They need to give you money in the email world. There are only two types of email sequences in existence. One of them is called a click sequence. A click sequence is an email that says, Hey, here's the thing, check it out. That could be, Hey, here's a new book. Go buy it. Or here's a video I made. Go watch it. Or thank you for your purchase. Go download it. That's it. It's a series of emails, getting someone to click something. The second of the only two possible email sequences on the planet is called a countdown sequence. That's a deadline sequence, which is you better get this thing before the deadline expires or ISIS is going to win. All right. And by the way, that copy works. Great. So not that I've tested it, but they test it constantly. Okay. So let's say we're at the point of optin right. And we're trying to get people to go here and the thing where what's the mechanism we should use to sell our thing. Video sales letter. Okay. Most people say they opted in and they've got a three day sequence saying, go watch my video. And then if the person by person doesn't buy the video, this is my least favorite word ever asked my children. Nurture, they go into the nurture sequence. I nurture my kid's fine. I give him cigarettes when they need them and all that, you know, I'm not a bad parent. Okay. And the liquor when they're hung over and all that stuff, this is terrible. Right? Like most people, we always remember most people won't. Okay. So the first thing that most people won't do after they opt in is they ain't going to click on the thing. That you want them to click on? I measure how many people click on the books they buy from me. I had to build a three day, two emails a day, go click on the thing, just bought sequence. So if you got to work that hard to get someone to consume the stuff that they just bought, you really got to work hard to get them to consume. Content. And so I'm like rambling too much. I literally have one minute. So I'm gonna do this super fast, but don't worry. I can, can see four children in the span of one minute. Cause I've done that before I'm efficient. Okay. So do this instead. Yeah, one opt in. You send them a series of emails until they click. If they click the thing and do not buy you, put them in a deadline sequence until they bought. If at any point they don't do either of these things, you put them into a new campaign that makes another offer. All of my campaigns, follow this framework, every single one of them. Hey, here's the thing. Did you click it? No. Okay. Here, here's the thing. Two emails a day for three days consecutively just to get them to click. If they click and they don't do what I want them to do, whether it's register or buy they're in a deadline sequence, Hey, this thing's going away. And then if they still haven't bought they're in next and next either sells the same thing from a different copy angle. Or it sells a new thing. If you keep on bolting those structures together, you will have a big, giant, super funnel that sells a lot of stuff. I'm 11 now, 12 seconds overdue. Thank you all so much for having me. I appreciate it. My name is Frank. Enjoy your day.