CLIENT TRAINING WORKBOOK

-
FRANK KERN'S
MASS CONTROL
Week 3: The Actual Mass Control FORMULA
Produced by: Frank Kern
CLIENT TRAINING WORKBOOK
INTRODUCTION
Page 3
In the first section of Module/Week 3, you will review content extracted from Jeff Walker's sold-out
$5,000 product launch workshop where I introduced the Formula for the very first time.
Even if you've seen the video version of this, I'd like you to read through the section so that the information
will be fresh in your mind as we progress.
Section 2 digs deeper into what the formula is really about, helps you identify "magic bullet" opportunities,
and gives you examples of scenarios that relate to the Formula in certain markets.
In Section 3, we start gearing up to the point where you actually BEGIN Mass Control. I've created a
Process Map for you to follow and you'll get an overview of exactly what happens from the moment
someone sees a Money Magnet, all the way up until they buy. You also get a quick overview of the DEATH
GRIP process, which is single handedly responsible for the bulk of all that "launch" money I like to brag
about.
2008 Mass Control Syndicate. All Rights Reserved.
WEEK 3: SECTION 1
WEEK 3
THE MAss CONTROL FORMULA
Page 5
Section 1: This section corresponds to the Mass Control An Introduction to the
Fonnula, Plus Some Good Old-fashioned Profanityvideo
I vanished from the Internet marketing world a few months ago. I started running out of things to say. I
faded. I took off. I got tired of messing with it. I mean, there are only so many ways to say, "Find out what
people want, make the product, and then sell it to them." So, I started developing this system called Mass
Control, and I called it Mass Control because it sounded cooler than "how to influence people with email."
And it's a little different from launching.
Anyway, here is why, despite my raw charisma and good looks and sex appeal, you should listen to me. The
fIrst launch I did, as you know, was for a course that I did with Ed Dale, called the Underachiever System. We
made a couple of million dollars in two weeks. It was actually only for sale for 48 hours; then we took it off
the market and allowed our affiliates to sell it. After that, I launched Serializer 1. The Serializer Method is a
marketing methodology and software system I developed and sold, which generated over $300,000 in nine
minutes. Then came Ultra Underachievers, which was a newsletter for which we sent two promotional emails.
So, it wasn't technically a launch, but it made almost a million dollars.
Finally, there was Serializer II, which did $650,000 in about 20 minutes. So everything was chugging along
smoothly, when I had a couple of revelations. John Reese had his million dollar day, and the little instigator
just wouldn'tjet it go. Every time I talked to him, I had to hear, "million dollar day, million dollar day." And
then he wouldn't shut up about his Ferrari. I got so tired of hearing his damn million dollar day song. And
then everybody else was saying that this stuff only works in the Internet marketing crowd, which is not true.
At least it's my emphatic belief that it wasn't true. So I decided that I wanted to do a launch that not only
did a million dollars in a day (and therefore I could beat Reese and lord it over him for like the next 30
seconds until he does a billion dollars in a day or something), but I also wanted to prove all these other guys
wrong.
So along comes this guy with a little goatee and a little earring, and his name is Nervous Neil. And this is
Neil Strauss. He literally looks like this:
( I ('V
r
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WEEK 3: SECTION 1
Through a bizarre chain of events, I ended up getting to know Neil and working on this launch with him.
We decided to build a community and a relationship with people to the point of having almost a cult status
(and again, when I use the term "cult," I am not referring to a religious cult). We just wanted our customers
to be happy and excited to buy from us. Planning eil's launch was hard because writing with someone else
is very difficult (especially if they're a real writer and care about grammatical and factual accuracy). At any
rate, we release this little course called the Annihilation Method and that did $1.4 million in about four hours,
fmally beating Reese. Awesome!
My hope is that when you see the numbers I've done, really haphazardly actually, it will drive home the
point that surely if Kern can do it and make some money, it must be worth doing. But most people bump
into fear-the most common sticking point.
FEAR
Fear is a huge stumbling block for people. Right now, in fact, some of you are thinking, "Man, what if I do
this and I look stupid?" I'm lucky enough to look stupid all the time, so I've gotten used to it-it's no big
deal. But beware of allowing your fear of looking dumb be the reason you don't take action. And definitely
don't be afraid of people's reactions-their negative responses to being sold in the launch process.
I want to give you some reassurance that everybody is completely out of their fucking minds, and they're
miserably bored and terrified. If you keep that in mind, it's really impossible for you to have any sort of fear
of failure or looking stupid to this list of email people who you've never even seen in your life. I mean, what
are they going to do? Come through the computer and kill you? I've tried that, it doesn't work-you cannot
get into the computer, or out of it. There's no part of your body that will fit into a computer. And you know
if you ever watch television, everyone these days is like, "I'm bipolar, I'm depressed, I have ADD, I have
insomnia, I'm fucking bonkers!" We're in the most medicated society in the world, so please consider that
when you're writing to people or thinking that you are going to sound stupid or fall on you face. Who cares?
Everyone is bat-shit crazy. And the fact that people are actually opening your emails and reading them
proves this, right?
You might also have a fear that your list is too small. I'll bet many of you have said to yourselves, "I'm just
going to wait until my list gets a little bigger, and then I'm going to do this." I would say most people have
around 5,000 people on their list-that is about average. Some of you even have 1,000. Now, if you think
that number is small, imagine standing infront 0/ 1,000 people at a podium. What would that be like? I mean
just really like think about it for a minute. Now imagine doing that in front of 5,000 people. Would you feel
that whatever you said would be worthwhile and possibly impactful?
We think of our list as just a number, but they're people with credit cards and emotions and desires and
wants and needs and fears and complete insanity and neuroses and gastrointestinal difficulties. You name it,
they're out there. And even if your list is small, it doesn't matter. Think about stepping out in front of them
and then realize you have something, no matter how big or small your list is.
PSYCHOLOGICAL WEAPONS
1. Empathy. For me, it's not really about the sale. Obviously I want the money, but more I want my list to
regard the person I've positioned in front of them as being like the messianic deity sent down from the
mother ship to save the world. And the best way that I know how to do that is through empathy. I've been
told that if you can describe someone's problem better than they can, they will unconsciously think that you
have the solution. I will freely admit to you that I have read one copywriting course and about 30% of three
or four business books in my life.
WEEK 3: SECTION 1 Page 7
The copywriting course I read was John Carlton's. One business book was Dan Kennedy's No B.S. Time
Management, and the other one was The 4-Hour Work Week. So, how then am I able to do this kind of shit? If
I haven't read the books, is it magic? No. No, it's not magic. It's empathy. The greatest way that I've learned
to convey empathy was by reading one author named Charles Bukowski. My favorite book of his is Post Of
fiee; I also think there is great value in Women and in Holjywood. They're all paperback-cheap. Here's why
you should read Bukowski: The guy actually lived the life of desperate, debauchery, on the edge, near catas-
trophe for about 75% of his life. So from his teenage years until he died, he was the guy in the gutter. And
he can describe the crap he went through so well-describe it so well-in quick little sucker-punch sen-
tences. When you write email.it.s not a medium like a sales letter. You have to boof, boof, boof sucker
punch just like that. I don't know of any copy courses that can teach you to write like that, but you can read
Bukowski and follow his style for your emails.
2. Storytelling. I've never read a book on how to tell stories, but I did seek out the person who sold the
most stories and who is considered the best storyteller in the world. And from my extensive and exhaustive
research, I can tell you the best story of all time goes like this: guy grows up poor, figures out a way to make
money, has sex with lots of women, loses the money, has sex with more women, makes even more money,
has sex with more women again. If you take the twenty plus novels written by a guy named Harold Robbins
and you boil them all down, you will find that same story line over and over.
Why is this guy significant? According to the inside of one of his books, he was sold 25,000 books a day in
his prime. Screw business theory. If you're going to go out and sell to a big-ass group of people, look at
what big-ass groups of people respond to. Harold Robbins, probably the best-selling author of all time-
25;000 books a day, duh. You've got to learn how to be conversationaL You've got to be able to write on a
level that: people can enjoy reading. Aside from getting your marketing message across and having sales
hooks, guarantees, and risk reversal, if they can't read it, get into it, and get hooked on you, you're hosed.
MAss CONTROL PSYCHOLOGY
I'm about to explain something I've been thinking about for almost a year now. This is hard for me to ar-
ticulate, so I'm doing the best I can. There are two types of selling: implicit and explicit. In implicit selling, I
say some stuff, you come to a conclusion, and it'syour conclusion. I imply things; I never come right out and
say them. You say them. In explicit selling, I just come right out and say my point. A really stupid example
of implicit selling would be the following: "These 400,000 people ate apricots everyday for a year and they
all had cancer and now they don't have cancer anymore, isn't that interesting?" The implied message is that
if you eat apricots everyday for a year, then this cures cancer. Explicit selling would be me saying, "You
should buy these apricots because they cure cancer."
Which statement is more likely to be defended in your mind? The first one-because you came to
the conclusion.
/ In one of the business books I read a third of (and then quickly abandoned for pulp trash), it said some-
where that part of our reasoning for not buying is that we think we won't be able to convince other people
that it was a good decision. Now if I'm trying to convince you that something is a good decision and your
psychological barrier is that you've got to convince your mom, spouse, and sister that it's a good decision,
it's a major uphill battle. But if you come to the conclusion that it's a good decision based on my implied
message, you will have a natural conviction towards your decision.
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THE MAGIC FORMULA
WEEK 3: SECTION 1
This is the actual formula that I used time and again. In every single one of these situations, we created a
following of people that were very loyal to the heroes of the list, the guys who were doing the launches.
I will admit that I have no idea how I figured this out. It just happened, but I did take the time to sit down
and figure out, after the fact, why I thought it worked. It's simple.
MB+P+LSESC=HSP ($):
ME stands for magic bullet
P stands for proof
L stands for low self-esteem success chance
A11 ofthat together equals High Sales Probability (aka money).
I just confessed to you, as someone who publicly despises working and simply doesn't have to, that I
worked my ass off on three separate occasions to make other people a lot of money. I still don't know why I
did that. When people approach me and ask, "Will you help me launch my stuff," I invariably say
"No"... unless it's got the MB quality, which is the magic bullet. And to be able to identify the magic bullet,
you have to have your hand on the pulse of the list.
StomperNet was a magic bullet because people had just been hit with Google slap one and two, pay per
click was a complete mystery again, and who wouldn't want all the free traffic they could stand, right? What
more do-:people want? To do nothing, buy some stuff, use some things, and have free traffic forever.
If I came up to you and said, "I have this system, and with it, you do nothing, buy some stuff, you have free
traffic forever," what would you say? Probably your response would be, 'nrou're full of shit." Therefore, the
"proof element" becomes critical.
The StomperNet proof included the videos that showed Brad and Andy making eight hundred billion
dollars a second or whatever the hell they made. The low self-esteem success chance is the conclusion that
you want your prospect to have, which says, "These guys are smart. I'm retarded. I can't do it. But if I could
just do 1/10 as much as they do, then this would defmitely be worth it." Have you ever had that
rationalization in your mind? You hear me talking about doing ten million dollars or whatever in a day, 360
grand in nine minutes, and you think to yourself, "Jesus, if I could just do a little bit of that, I would be
stoked." This example is not to say you guys all have low self-esteem (although every single person in the
world does, which you should be happy about, because you can prey on it like an evil...)
Getting deeper into the psychological weirdness that is Mass Control. .. another option you have is to not
position yourself as a hero at all; position yourself as a reluctant hero. The approach, as we've discussed, is
this, in a nutshell: "Man, you know, I figured out this incredible system for building businesses, and I
thought I had just gotten lucky. But my brother-in-law was down on his luck, so I taught it to him, and now
he's making seven figures a year. He went out and he told his golf buddies, and now the phone is ringing off
the hook. And so I made a little special report about it and, you know, I don't know what happened, but
now I have like 40,000 people on this email list that have all downloaded the report, and I'm getting flooded
with emails, and I'm freaking out. So I'll teach it, but you should know that I'm really just a regular guy. I'm
kind of dumb. In all honesty, guys, I thought I had gotten lucky, and, if it hadn't been for me showing my
brother-in-law and all his friends and all these other case studies and testimonies I'm going to hammer your
face with 40,000 fucking times, I would be absolutely convinced that it was just good luck. But apparently
it's not, so I'll show you how I did it, and yeah, I've made a course and I'll sell it, but just know that I'm not
up here claiming to be any kind of rocket scientist."
WEEK 3: SECTION 1 Page 9
Which one are you going to believe more? Reluctant guy, obviously. But don't ham it up like I did-I'm just
trying to prove a point.
I have no idea why that's so powerfuL But if you do that and you do it right, people absolutely fup out. I
mean, they go completely bonkers. Reluctant hero. Of all the story lines we've discussed (hometown boy
makes good, us versus them, etc.), it's the reluctant hero that invariably has the best success.
THE HOMESPUN TACTIC
I'm very fortunate to be able to sell a lot of stuff to the marketing crowd, and I think the reason I can do
that is because I'm a regular dude. People can just relate to me, and I'm insanely charismatic and attractive
and look a lot like Matthew McConaughey (I know, it's weird). One way to come across is by being a
homespun, good ole nice, real person and to just come right out and say that you're a real nice real person.
What the list wants almost more than anything, probably right up there with the perceived result of the
product, is the inclusion and to touch the hem of the garment. Look at Tony Robbins. People pay that guy
65 grand a year to go with a bunch of other people on exotic vacations and maybe say "hello" to him for ten
minutes-touching the hem, right? That's just one example.
You can achieve the same effect and build incredible loyalty by saying at the end of your emails, "You know
I realize that this report I just gave you on how to build your own meth lab in 20 seconds or less might seem
to be a little overwhelming. I want you to know that I'm a real person and that when I first got into building
meth labs, I was new to it too, and I had some questions. So here's my email address, if you've got anything,
feel free to drop me a line. I'd love to hear from you. I really like this stuff. It's a lot of fun, you know, and I
will get back with you as soon as I can." That is showing that you are a real person; you're a nice person and
convey and-:prove the homespun image.
And then, after you have sent out your email that says, "By the way, if you have any questions or if you need
anything, email me," you can give yourself immediate social proof showing how many people are absolutely
chomping at the bit to buy your stuff. You would say something like, "Bob, oh my gosh, listen, I sent out
the report the other day and I had my email in there and I'm happy to hear from everybody, but I just
wanted you to know I have been absolutely flooded with emails." Dang ole diggity. What does "flooded"
imply? People are paying attention to you and that they look to you as the authority figure. You're not going
to be flooded with emails if you're an asshole and no one gives a damn. The next thing you say is "I just
want you to know that I'm going through them all, and I'm having a great time." That implies that you're
not in this for the money at all. And finally, "If I take a few days to get back to you, forgive me." Then you
go on to release the next little thing you want to do and the next implication that if they don't buy your stuff
they hate Jesus.
EMAIL DIALOGUE AND TACTICS
Another strategy is to encourage as many people as humanly possible to email you personally with
questions. If your list is small enough and you have enough time in the day, then you can probably
personally answer them all. Ideally you answer them all; if you can't answer them all, you hire someone to
send them a response that says something along the lines of "Hey Bob, thanks a lot for writing me with your
question about [they insert whatever the question was so they know it's a real person]; I want you to know
I'm flooded with emails right now, I will answer it as soon as I can, but right now I've got to get back to my
inbox. I just wanted to touch base with you, so you would know that I'm not ignoring you, and I am here,
and I will answer as soon as possible."
The next thing that happens, needless to say, is that all the people that wrote to you are now on this sub-list
of extremel interested
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WEEK 3: SECTION 1
So step two is you send them another email that says, "Bob, thanks a lot for sending me your question about
building a meth lab in twenty minutes or less. I've got about fifteen emails about it, so what I've done is
made a podcast that addresses your question and some other ones. I'm going to give it away to the whole
list. And please forgive me if I don't write a detailed response in this email, but I think you'll probably get
more out of the podcast, and it also gives you other tips on building a meth lab." Now you have
communicated with your hot prospect twice; you've shown them that you're a real person, and you've found
out the biggest objections of your list. You've made a new product-a podcast, a PDF, whatever, that
overcomes those objections, and you've given it to everybody as content.
But here is where you could hypothetically really sell the shit out of your stuff come launch day... and this is
really, truly just hypothetical. You appreciate customer feedback, right? And when clients email you with
questions, they're really doing you a favor because they're really helping you find better ways to sell your
product and helping you find out what the needs of your market are. So if you ask me, it's really your moral
obligation to show your appreciation to those people who wrote to you by setting aside a special copy of the
course, just for them personally.
Here's what you do. You send them a real email. This is where you cannot screw around. Don't auto
responder this. They'll see through that-and you'll look like an asshole. Your real email should say
something like, "Hey Bob, thanks so much for writing me with your questions. I hope my answer was good
for you. I hope you got the podcast. Listen, tomorrow at noon this thing launches. I'm kind of freaked out
about it. I just found out that John Reese mailed his list, aahh, now it's probably definitely going to sell out.
AnYway, I want to show you my appreciation for sticking with me through this thing by reserving a special
copy just for you. Now here's what I've done. I've gone ahead and put up a sales page for you [order link,
however, you want to word that]. This is for you and you only. If you'd like to buy the product and avoid all
the hoo-pla and stuff tomorrow, that's great. I'm happy to give it to you. Frankly, I know you're serious or
else you wouldn't have taken the time to write me today. I only want to do business with serious people.
You can get your copy here." Send a link to the thing.
Now this is critical. Your next little blurb, should you hypothetically do this, needs to say something like,
"By the way, I'm not trying to be real hard nosed about this or anything, but my supergeek web guy has set
this up so that if more than two people view this webpage, it'll go offline. This really is a link just for you.
Please, please, please, smiley face, don't show it to everybody because other folks might get mad. Again, I
know I'm being a little picky but you did take the trouble to write me and frankly that shows a commitment
to success, and I'm more interested in working with that then some average Joe off the street."
All right, now hypothetically this could be done with a $30/hour programmer on eLance or something. You
could have a script written that A) does make the page go away if they give it to all of their friends and B)
has a little sales letter that says, "This course reserved specifically for Bob Jones. If you're not Bob Jones and
you have come to this website, go away at once! Do not try to order this product because we'll know it's not
you because it won't be Bob Jones on the credit card. This is just for Bob. Bob, if this is you, welcome
aboard I look forward to a long and mutually prosperous relationship. You've made an excellent decision in
buying today. Please don't tell anyone I did this. I hope I don't catch a lot of heat for it. See you later."
Done. You could sell your shit out before you even launch. Not that I've done it. I'm just saying you could.
It's a pretty good tactic.
WEEK 3: SECTION 1
CONCLUSION
Page 11
So now you know all the components of building your character, and you know that building up your
character is one of the most important things you can do. Once you have your character established, you're
going to determine the story line that you use to convey who this character is and to get this character out
there in front of everyday audiences.
WEEK 3: SECTION 2
WEEK 3
THE MAss CONTROL FORMULA
Page 13
Section 2: This section corresponds to the Mass Control A DetailedBreakdown of
the Formula video
THE MAGIC BULLET
The Magic Bullet is, simply, the answer to their prayers, THE solution to whatever their problem. If they're
saying to themselves, "If I only had a [blank] ... ," your product needs to be the blank. So, "If I only had a
big, red button that I could press that makes money fly out of my computer," your product needs to be that
big, red button or the closest thing possible to the big, red button. Some examples:
If only there were a magic pill I could take that would allow me to be able to eat as much as I want and the
fat would just fall off and I would wake up after eating 8,000 Twinkies looking like Cindy Crawford, or the
male equivalent thereof.
And from the male, uh, you know, "nose"-enlarging market, you might hear, "I wish I had a bigger 'nose.' If
there were only some kind of pill I could take and I could wake up and my 'nose' would be twice as big as it
is now... "-a classic Magic Bullet example.
Same thing with the attraction of women or men... If there were just some sort of combination of magic
words I could say that would make girls like me, because I don't want to go to the gym or exercise or dress
better. n ~ t e a d I would much rather just have some sort of magical phrase I could say that would make
womenirllmediately become attracted to me. And of course, we know that has been sold to the nth
degree-and still sells to this very day.
So when you're evaluating a product idea, here are some questions that you should ask yourself:
1. What is the market's biggest desire? So with the weight-loss market, the biggest desire would be to
lose weight, right? And I guess if you delved even deeper into that, the biggest desire would be to lose
weight without exercise; and if you went even deeper than that, it would be to lose weight without exercise
and without changing your diet in any way. In other words, do nothing and wake up thin.
2. Wbat is the market's biggest problem?With the weight-loss market, it would be the fact that dieting is
hard and exercising is hard. Neither is fun. You need to know what your market's biggest problem is.
3. Wbat miracle would deliver their biggest desire while solving their biggest problem?Write down
the answer to this question. It doesn't matter if it doesn't exist. And then, think, how would it work,
specifically?
ACTIVITY
Take out a piece of paper and write down the answers to these problems and questions. What is your
market's biggest desire? What do they want more than anything? What would that give them?
Desire: Obviously, the biggest desire of the money-making market is to make money. Money would give
them things like a new car and the freedom to quit their job, and those achievements equate to status-if
they had a fancy car and didn't have to work, the assumption is that others would look up to them. So
ultimately, their biggest desires might be status and freedom.
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WEEK 3: SECTION 2
Problem: So what is their biggest problem? In the make-money market, the biggest problem might be that
they've tried everything and nothing has worked. Another big problem is they don't know where to start.
Miracle: And then what miracle would deliver their biggest desire while solving their biggest problem? It
could be a product that shows them exactly how to get started, what to sell, and how to sell it. Or, perhaps
even better, a miracle really would be that they give you money, you give them end result. So how would it
work, specifically? For example, the prospect would give me ten thousand dollars, and I would do all the
work for them, set them up with a business, write all of their launch copy, do all their pay per click
advertising, find out exactly what to sell, get the product created, hit go, and then they would just get all the
profits.
Most often, your product is not going to be able to actually work a miracle, and you don't want to claim that
it will work a miracle, but you can claim that it can do something close. In terms of Mass Control, I might
say, "Mass Control is not for people who just want to give money and then just sit back and do nothing and
have money automatically appear in their bank account. But, if you're willing to do a little bit of work, then
this is going to come as close as possible to making you money without me actually writing your copy for
you. I'll literally show you exactly what to do, what to say, why to say it, and then what sequence in which
you should say it, so it's going to be the closest thing as possible."
And if your Magic Bullet really does honestly and legitimately deliver the miracle, then by all means say it.
But you don't want your claims to be empty without proof. So have to prove that it works or at least prove
that'it's worked for SOMEBODY. If you can't prove that it's definitely going to work for them, you can at
least leverage someone's story. I believe multimedia is ideal (especially with Mass Control) because if they
read about it, it's one thing. If they listen to a recorded call with a teleseminar, that's another level on the
proof-o-tneter.
PROOF ELEMENT
I'm obviously a huge fan of using screenshots of the income when I'm doing these marketing launches. If
they can see it with their own two eyes, read about it, and hear about it, then it becomes pretty hard to deny.
That's when we have that multiple modality stuff we talk about in the very beginning of this course. You're
attacking the senses; you're coming into their mind from every possible angle. So multimedia is ideal when
you're delivering this proof for the equation. If you just show that it worked for you or you just show it
worked for one person, then your prospect's mind is going to, by default, and only due to human nature,
say, "Oh well, it just worked for you and that's because you're special, or you got lucky." Therefore, you
need multiple instances of proof.
Examples: When Ed Dale and I launched Underachiever, we showed how my own niche businesses were
working. We even showed my parrot websites, my Labrador Retriever websites, and my Japanese Gardening
websites ... and we showed our income. We also had Ed's sister-in-law backing us up; she was one of the
very first people to ever be a guinea pig for the Underachiever Course. We showed her story and her proof.
Then we had students from our seminar in Australia give their testimonial with actual proof showing what
they had done since attending our class.
Then, with PipeLine Profits, we discussed Buck's health business, and we also discussed Brock's weight-loss
business-two separate businesses.
With StomperNet, we showed Brad's two wedding businesses and Andy's weird replica business (whatever
that stuff is he's selling, replicas of World War II guns and knight's swords. I still can't believe people buy
it).
~
WEEK 3: SECTION 2 Page 15
And of course with Mass Control, I showed multiple launches. How effective do you think this Mass
Control launch would have been if I had said, "Here's a system I'm going to show you that worked once"?
It might have sold okay. But if I showed that it worked four times in a row and that each time it was close
to the biggest launch in history, you would probably have a lot more confidence in the product.
If you don't prove that your system works, you're just another person yapping. But if you can prove it,
you've got something, and if you've got multiple people proving it, then you're really onto something. It
goes along with the way we structure belief systems. If we hear one thing, then we might believe it, but if we
hear something multiple times in multiple instances, then our mind is going to take it as absolute truth, a
belief.
Low SELF-EsTEEM
Everybody has low self-esteem about something, and some would argue that everybody has low self-esteem
in general on some leveL Nobody has perfect self-esteem; there's always a crack of doubt, even in the most
confident-appearing people. And you certainly don't want to prey on that and aggravate their sense of low
self-esteem, but you want to able to accommodate for the low self-esteem and take it into consideration.
Your prospect might be saying something like, "If this is just half as good as they say it is, then it's great.
They're saying that every woman I meet is going to fall in love with me, but if just one falls in love with me,
this is going to be totally worth it." And that is the exact response you are looking for.
I'll give you an example of this from my own life. I saw an advertisement for Jeff Paul's H01J/ to Make
$4,000.00 a Dqy Sitting at Your Kitchen Table in Your Undenvear (a $20.00 book), and I was in a single-wide
trailer at 2650 Gray Highway in Macon, Georgia, two doors down from the big blue water tower. I was
running this little dog fence business that I had run completely into the ground, and I was just on the very
brink of complete and utter failure. Then I read Jeff Paul's ad and the story of how he makes $4,000.00 a
day in his underwear. Now, my goal at that time was to make $300.00 a week! I didn't care about $4,000.00 a
day! Heck, if I could just make $300.00 a week, then my $20.00 I'm about to mail off, in cash, to this address
in this magazine is money well spent.
That is the kind of thought process you want to plant in your prospect's mind. You can even directly
address this by saying, "Listen, I make $4,000.00 a day; Now, I'm not going to guarantee that you're going to
make $4,000.00 a day. Not everybody will-that's ridiculous. But what if you could just do 1/10 as good as
me? How is your life going to be different if that happens?" So you can down step from the big promise and
seem more credible.
In the next section, I'm going to show you various instances where I've used this formula, giving you
concrete, real examples from my own campaigns. And from this point forward, our focus is going to be on
building your own campaign.
z
Page 16
Your Assignment #4
MAGIC BULLET QUESTIONS
WEEK 3: SECTION 2
1. What is your market's biggest desire? _
2. What is the outcome that would happen if they got that desire? (Remember, they want money, but the
outcome of having that money is status and freedom.) _
3. What is their biggest problem or frustration? _
4. What "miracle product" would deliver their biggest desire, achieve their ultimate outcome, and eliminate
their biggest problem or frustration? _
5. How would this miracle product work? What would it do, specifically? What would it look like? What
would you call it? _
6. Can your product do anything close? _
7. Is there a combination of products that when used together, can deliver this ultimate scenario? __
PROOF
How can you prove that your product works? Has it worked for you? Has it worked for your clients? Has
a similar product worked for anyone? Can you "borrow" proof from another product or person? _
In the Mass Control formula, we use multiple instances of proof. Are there multiple instances of your
product or a similar product working for you and others? If you need to, you can borrow proof. For
example, if we were promoting a new MLM company and nobody had gotten rich from it yet, we could
"borrow" proof by showing stories in which MLM itself has made money for multiple people who worked
with a wide variety of companies. Once we establish that, we can focus on the benefits of our program and
use the proof of MLM as a whole to base our credibility on.
WEEK 3: SECTION 2 Page 17
Notice that we're not saying people have made money with our company. We're saying that people have
made money with MLM, which is how our hypothetical company works. NEVER lie. It's not necessary.
As you know, it's best to use various media formats to deliver proof.
1. What proof story could you write a report about? _
2. What proof story could you tell on a teleseminar or during a recorded interview? _
3. What proof story could you make a video about? _
Low SELF ESTEEM AND THE INSTANT EMPATHY METHOD.
You're about to experience complete empathy toward your prospect. This exercise will change your
marketing forever.
Our formula relies on the human mind's strange but prevailing belief that for some reason, we're not good
enough. So for this final question, I'd like you to remember my story from the Single Wide trailer.
Remember how I was renting the back room and running my Dog Fence business into the ground, and was
holed up reading Jeff Paul's ad in the back of a magazine. Remember when I read how he made $4,000 a
day, I thought to myself "If I could only make $100 a day, I'd be thrilled." Now take that scenario and
"transfer" it over to your prospect. Imagine your prospect as her mind is consumed with her desire to
experience her ultimate outcome that you listed above. And also picture her as she worries over her biggest
problem and how that's holding her back. With that scene so clear in your mind, pretend that you're her and
finish this sentence:
Now, transfer those words onto a different piece of paper and keep it near you at all times. If you did this
correctly, you have just BECOME your prospect for a moment, and you've captured that moment on paper.
I'd like you to now to the following:
NAME your prospect: _
Is your prospect a man or a woman? _
How old is this person? _
What do they look like? If you were to tell me to look for this person in a crowd, what would I be looking
for? _
Page 18
--------------
WEEK 3: SECTION 2
What does this person do for a living? _
What other identifying traits does this person have? (Married? Kids? Past bankruptcy?) _
Now that you have this, I want you to fill in the blanks below and read this aloud:
Hi, [THEIR NAME], it's [yOUR NAME]. I know it's not easy being a [THEIR AGE] year old [THEIR
GENDER] + [THEIR IDENTIFYI G TRAIT] who's trying to [THEIR DESIRED OUTCOME]
...especially when you're tied up most of the time working as a [THEIR JOB]. And when you think about
[THEIR BIGGEST PROBLEM], it can seem overwhelming. So I want to just take a minute and let you
know everything is going to be fine. How can I say this? Because I know how you feel. Getting [THEIR
DESIRED OUTCOME] wasn't easy for me either and I sure had challenges of my own... just like you do
now.
I remember... [TELL YOUR ORIGINATION STORY].
So if I were doing this exercise, writing to my prospect for a beginner's marketing product, I'd be writing to
a 45-year-old man named Bob who sells insurance. Bob is married with two kids who drive him nuts and his
wife thinks he's an idiot for trying this Internet stuff. He's about 25 pounds overweight and wears glasses.
He- wears a short sleeved button down shirt (white) and khaki pants. His shoes are brown leather. His
biggest desire is to make enough money to quit his job, which pays him $58,000 a year. His biggest problem
is he doesn't know where to start and he gets information overload because he sees so many different
promotlons. This is what I'd write to him using the template above:
Hi, Bob, it's Frank. I know it's not easy being a 45 year old dad trying to make it online AND juggle a family
...especially when you're tied up most of the time selling insurance. And when you think about trying to
piece all this stuff together and find a place to start, it can seem overwhelming. Especially since you're
getting a new "make money" email every ten minutes. So I want to just take a minute and let you know
everything is going to be fine. How can I say this? Because I know how you feel. Making enough money
online to quit my job wasn't easy for me either and I sure had challenges of my own... just like you do now. I
remember when I was broke back in 1994. It was bad enough that I didn't have two nickels to rub
together... but then a flood came along and destroyed my home and all of my possessions. So then I was
broke andhomeless!
I'm lucky I didn't have my two kids to support back then because I don't know how I would have done it.
And I'm really lucky I discovered the one little thing that would change my life forever. It's the one thing
that's let me know I'll never have a job again and it's called...
DO YOU THINKTHAT WOULD GET BOB'S ATTENTION?
Trust me, you NEED to do this exercise. Don't worry. You don't have to write that detailed of a letter to
your prospects. What this does is it gives you an INSTANT MENTAL CONNECTION to your reader. So
when you write copy, make audios, and make videos, you know exactly who you're making them for. This
simple little exercise is my secret weapon. This is why I'm able to write the most successful campaigns in the
history of Internet Marketing ... over and over again. It's because I know exacdy who I'm writing to. Get
this right and it's all down hill from here.
WEEK 3: SECTION 3 Page 19
WEEK 3
THE MAss CONTROL FORMULA
Section 3: This section corresponds to The Mass Control Process video
Advertising, Howitzer, And Unified Front
9
10
1
Money Magnet
Teleseminar
4
Sales
Letter
8
Money
Magnet PDF
Bonuses
scarcity
6
Opt In Their
Page Referral
2
5
Different Viral
Magnet Bribe
........
3
7
Page 20 WEEK 3: SECTION 3
In this section, we are going to reference the process map included on the previous page. If we were to take
an aerial photograph of this entire procedure, this is what we'd see-a blueprint for the whole thing.
So what we have right at the top are the money magnets. And we distribute these money magnets
through a variety of ways (label 1), such as advertising, pay per click, CPM email drops, banner ads, ezine
ads, etc. These money magnets are distributed through the Howitzer Method and also through affiliates via
some sort of a Unified Front activity, where all affiliates get on the same page and they all drive traffic to a
money magnet at the same time, making you the center of attention in your market instantly.
So any of these types of money magnets-or all of these types of money magnets-could be the initial
opening salvo, so to speak, that's fired into your marketplace. Now, the goal of every single money magnet
is to drive traffic to an opt-in page (label 2), so you can get them into your funneL
Here's what can happen: They can opt in or they can not opt in. When they opt in, you can take them to a
viral bribe, and this is how you build a list virally:
So let me just quickly show you an example of a site that looks like this. Here's my man Mike Filsairne's
website, viralfriendgenerator.com:
"Witness The Top secret Software That Has
Already Produced Over $209,349.00 WIth Only
L a ~ Beta-Testers!"
It has a little money magnet, which in this case is an interview with Skye Mangrum, talking about this ninja
software that has already generated a couple hundred thousand dollars with two beta-testers.
Then we have an offer here to download the software. So here we go... email me a free video demo.
WEEK 3: SECTION 3 Page 21
Step# 1 of3
-----,
I
I
I
I
First Name: I
Primary Email: Ifrankkern@gmail.coml
l
IEmail Me a Free Video Demo I :
To Download This Software, Enter Your Name And
Email Address Below After The Video Is Done
Playing:
r---------------
I
I
I
I
I
I
I
I
Now, the sales page is next. But wait! Tell just three friends about this, and I'll give you a secret gift sent to
you instantly to your email inbox. So here's a little script that lets you tell three friends.
Step# 2 of]
Your Video Was Emailed. The sales page is next >>>
But Wait...
Tell Just 3. Friends About VFG, and I will give you a secret Gift
sent To You Instantly To Your Email Inbox... 711
Your Name: Your Email:
Friend's Name Friend's Email

f

II
#4/
I
- - _.
-- -
IHey ([friend_namell. check this out...
#51
Subject:
At this point, they can opt in and be taken to a viral bribe where they refer people or not, and then the
referrals go through the same process. Or you could just have them opt in (label 3), skip this part, simply
introduce your character, and include them in your follow-up sequence.
r
Page 22
WEEK 3: SECTION 3
When they opt in, a character introduction is going to occur (label 4) in your initial sales letter (or if you're
building up to a launch and you're not showing the sales letter, you can just have them go to another money
magnet).
Now, let's see what happens if they don't opt in (label 5). On the process map, you can see it says, "Traffic
Regenerator" (label 6). Traffic Regenerator is a service that I use. When the visitors to my site try to leave,
they are offered another bribe (another money magnet). And then they have the option again to opt in or
not opt in. I've noticed that using this service gives me about a 20% increase in opt ins, which translates to
an extra $200 a day, which is huge.
Now, they've been introduced to your character. In the case of my dog business, they immediately see the
sales letter, and they're introduced to Dean Rankin. What happens next in a good Mass Control sequence,
especially if you're doing a launch? After my character is introduced, I use a process called the Death Grip
(label 7), where we pile on a tremendous amount of pressure without really overtly piling it on. We combine
our piling on with scarcity, and that scarcity could be limited quantity, bonuses, or an impending price hike.
Within the Death Grip, I use another process called Pressure Stacking, where you would say something like,
"Okay, I'm only going to release 500 of these in this initial launch." And then you stack on the pressure
again by saying, "I've just decided that I'm only going to have this price point. I'm only going to charge
$9.97 for the first 200 people that buy. And then everyone else has to pay the $15.97 price." So now you
have scarcity, you have the price hike, and then you have fast-action bonuses where "if you're one of the
first 100 people to buy, not only are you getting the cheaper price, but you're also going to get these fast-
action bonuses."
Then I ~ r t h r stack the pressure. \'{lhen I'm about three or four days out from the big pinnacle, I like to add
on more bonuses that I hadn't initially discussed. Everyone's already psyched up, and they're ready to buy.
And then I come in and you say, "You know what? I've decided, I'm so excited about this, I'm going to go
ahead and offer this bonus to everybody who buys." In the prospect's mind, they're thinking, "Yikes, okay,
well there's only going to be 500. I got this price, this impending price hike, I want to get the fast-action
bonuses, and now there's been this other bonus just added, which of course is going to make everybody
want to buy even more, so now there's more pressure on me." It's kind of like saying, "Listen, if you're one
of the first ten people, you can buy my Lamborghini for five bucks. If you're in the first twenty people, then
you're going to have to pay $100,000 for it; and incidentally, anyone who buys the Lamborghini today is also
going to get a helicopter." That whole addition of the extremely cool bonus creates an even bigger feeding
frenzy, and it stacks on the pressure even more. But you're doing it in a way that's cool because you're not
browbeating this person.
You may want to even come out and say, "I know this has already gotten out of hand. We have like 27,000
people on the waiting list, and I'm pretty sure it's going to sell out anyway, but now that I've added this
bonus as my gesture of gratitude to everybody, I'm really certain it's going to sell out. So I hope you get your
copy because I feel this exclusive bonus is actually worth more than I'm charging for the entire course
anyway."
The final element of the Death Grip is when one of those pesky affiliates leak the offer out to everybody (I
like to blame this on John Reese when I'm selling to the business-opportunity market, assuming he's an
affiliate). So there are twenty-something thousand people on the list waiting, and we've done the scarcity,
we've done the threat of the price hike, the fast action bonus, and then the super-cool bonus that everybody
can have if they order on the first day.
WEEK 3: SECTION 3 Page 23
And then you come out and you say, "You know what? I just got a call from John Reese; he's going to mail
his 100,000 people tomorrow. That's the day that we launch. I'm happy to have him mail, but I think it's
really going to make people go nuts, so you're on the insider's list. You're going to get first notification, but
you should just know that John Reese has an extremely good relationship with his list. Due to the incredibly
good way he treats his customers, they will usually follow his advice to the letter-anything he recommends,
they'll take advantage of. So I think just John Reese's list alone could sell this thing out. So please, if you feel
that this is for you, then we think you should really be ready at 9:00 tomorrow morning when it launches,
and if you don't feel it's for you, it's okay because we have a huge waiting list. We'll part friends, no big deal.
We're happy to have you as a subscriber anyway."
That's exactly what helps you sell things out in five and six minutes-because you have this type of
incredible pressure, but you're doing it in a way that's cool. (And incidentally, this doesn't have to be with a
launch. This could be with a sale or you could be launching every day.)
When they get to your sales letter (label 8), they're either going to buy or they're not going to buy. If they
buy, you go straight to the back end, during which you just restart the sequence-tell story, Death Grip. For
example, in my dog business I could say, "Thank you so much for buying these dog audios. I just want you
to know that I've gotten off the phone with one of my greatest training influences, a man named Charlie
LaFave, and he is shooting some DVDs right now. He's an excellent trainer. I've learned so much from him,
and I begged and pleaded with him, as one of his longtime students, to please let me offer first crack at
getting his brand new DVDs. He's never made DVDs before. I want to be able to offer my customers these
DvDs. So they should be on sale in about a week. I'll keep you posted. In the meantime, here's a free gift as
my way of saying thank you for being my customer."
Then, of course, I could go right into the process again and sell that back end, which would be a joint
venture I have with Charlie. Now, if they don't buy, they could, of course, get a Traffic Regenerator selling
them to a downsell or they could get an email downsell (label 9).
Everyone who buys, of course, is going to be taken out of your main sequence here and put into the buyer
sequence so they can get the email saying, "I've decided, because I've had so many requests, to offer the
audio-only version of my product for $27.77. I'm just testing this out, blah, blah, blah," or you could do a
half-price sale, the goal being to get them into the funnel for your bigger back end.
If they don't buy the downsell, you could give them a trial (label 10), which is extremely effective. One of
our first Mass Control members, Dave M., did a free trial and ending up bringing in about $12,000.
If they don't buy from the trial, you start offering affiliate products (label 11). Let's say you get 100,000
people on your list, you might convert 10% of them, right? That leaves 90,000 other people, so you need to
address those 90,000 a lot. If they don't want to buy your stuff, they don't want to buy your stuff for
whatever reason-they just might not be in the mood. If they don't want to buy a Honda, they don't want
to buy a Honda. But they still want to buy a car, so let's refer them to the Camry and see what happens with
that.
--_. _._--- ~ -- _ ~ ..... -"--....