BOOK FUNNEL WALKTHROUGH

Front End Funnel

1-Click “Slack
BOOK Main Thing
Upsells Adjuster”

Some Pro t (I now average Obnoxious

just under 20% PROFIT PER DAY. Not counting the “Slack Adjuster” Pro t
or the “Main Thing”)
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 The 3 Things You Need

• Create Book

• Create Product Line + Sales Materials

• Create Funnel
OH DEAR GOD HELP ME PLEASE
DON’T MAKE ME 

WRITE A BOOK!!!
 Here’s Exactly What To Do
• Create A Webinar That Sells “The Main Thing” Product, Even If You
Haven’t Created It Yet.

• Record It.

• Don’t actually try to sell the “Main Thing” yet. We’re just using this
recording so we can …

• Get it transcribed, edited, and …

• Turned into a book! (rev.com and verr.com)

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My First Book Funnel
 Front End Funnel

Webinar Reg

Up-Sell 1 Up-Sell 2

N
Buy Reg?

No Yes No Yes Register

Invite Sequence
Reminder Sequence

Day 1 Day 2 Day 3 Yes Y

Reg? Buy? Stop

No
No

A Billion
A Billion Emails
Emails

Copyright Frank Kern, Inc. A California Company

My Second Book Funnel

 Front End Funnel

Webinar Reg

Up-Sell 1 Up-Sell 2

N
Buy Reg?

No Yes No Yes Register

Invite Sequence
Reminder Sequence

Day 1 Day 2 Day 3 Yes Y

Reg? Buy? Stop

No
No

A Billion
A Billion Emails
Emails

Copyright Frank Kern, Inc. A California Company

Random Low Ticket Course

During Covid
 Front End Funnel

Up-Sell 1 Up-Sell 2

Buy A Billion
Emails

No Yes No Yes

Copyright Frank Kern, Inc. A California Company

Random Low Ticket Course That

Just Keeps Working
 Front End Funnel

Up-Sell 1 Up-Sell 2

Buy A Billion
Emails

No Yes No Yes

Copyright Frank Kern, Inc. A California Company

EMAIL STUFF
 Click Sequence
• The Purpose Of A Click Sequence Is To Get An Email Subscriber To Go Click A
Link

• Article

• Webinar registration

• On-Demand Class

• Sales Letter

• The Email Sells The CLICK More Than It Sells The THING. (Super important).

• In most cases, it’s followed by a deadline sequence.

 The Click Sequence Structure

Day 1 Day 2 Day 3

Yes Do
Click? Right?

8:30 AM 11:30 AM 8:30 AM 11:30 AM 8:30 AM 11:30 AM

No

No
Next Deadline

Click To
Next
Stage

Subject: Get it opened.
First sentence: Get it opened.
Image: Get the click.
Early CTA: Get the click.
Bene ts: “Sell” the click.
Second CTA: “Sell” the click.
Sign off and PS: Re-sell the click
Copyright Frank Kern, Inc. A California Company
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1 Subj: NAME, please read.
2 I’m pretty sure this directly affects YOU.
3
4 It’s a new [THING] that shows you how to
[BIG BENEFIT]
5 Plus, you’ll also see/discover/learn …
• How to [BENEFIT] without [BAD]
• What NEVER to do when you want to [GOAL]
• Why everything you’ve learned about
[GOAL] is dead wrong, and what you should
do instead.
6 You can get it here, now.
Enjoy,
7 Rick James, Esq
P.S. In case you skip to the PS (like me),
here’s the deal.
You can get a [THING] that shows/gives/helps/ you
[GOAL] here.
Webinar Invite Email 1 Subj: FINALLY!

2 I’m holding an advanced class on [TOPIC] on [DATE]

and you can register here (no charge).
3 Here’s what we’ll be covering:
Subject: Get it opened. • How to [BENEFIT] without [BAD]
• What NEVER to do when you want to [GOAL]
First sentence: Announce webinar, • Why everything you’ve learned about
[GOAL] is dead wrong, and what you should
get the click. do instead.
Introduce Bene ts: Fuel self interest. 4 Like I said, there’s no charge and you can register here.

5 This is for you if …

Of cial CTA: Get the click. • You want to [BENEFIT] without [BAD]
• You’ve tried to [BENEFIT] before but [FRUSTRATION.]
Qualify: “Sell” the click, • You’re an [IDENTITY] who wants to
fuel self interest. [BENEFIT] without [BAD]

6 If that sounds like you, this new training is a MUST.

Call to identity: “Pre-Sell” the click.
7 Register here now.

8 Enjoy,
Second CTA: “Sell” the click.
Rick James, Esq
P.S.I’ll also be showing you how to
Sign off and PS: Re-sell the click, [BENEFIT], plus giving you recent case studies
give another CTA on how to [BENEFIT] without [BAD].

All free :-) Register here and I’ll see you on the
training.

Copyright Frank Kern, Inc. A California Company

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1.

2. Click Sequence Framework

3.

4.

5.
•
•
•
6.

7.
Copyright Frank Kern, Inc. A California Company
Countdown Sequence
 Countdown Sequence Timing
• Every day except the last day, two emails before noon.

• On the last day, SIX emails:

• 8:00 AM

• 10:00 AM

• 12:00 PM

• 9:00 PM

• 10:00 PM

• 11:00 PM

• This is NOT set in stone. See example in a minute.

Countdown Email 1 Subj: NAME, FYI!

2 Your big discount on thing ends on [DATE]/[TIME].

3
Subject: Get it opened.

First sentence: Scarcity, get the click.

Image: Get the click.

4 Go here and get it now.
CTA: Get the click.
5 Plus you’re getting a SURPRISE BONUS.

In this new surprise bonus, you’ll get/learn/

6 discover…
Reveal Bonus: Get the click, • How to [BENEFIT] without [BAD]
fuel self-interest. • What NEVER to do when you want to [GOAL]
• Why everything you’ve learned about
Bene ts of bonus: “Sell” the click, [GOAL] is dead wrong, and what you should
fuel self interest. do instead.
7 Get it here, now.
Second CTA: “Sell” the click.
8 Enjoy,
Rick James, Esq

Sign off and PS: Re-sell the click, P.S.The special discount on[THING] expires on DATE.
And when you get it during this promotion, you’re also
restate scarcity
getting [BONUS].

[BONUS] normally sells for XXX but it’s free

Copyright Frank Kern, Inc. A California Company
for you when you get [THING] today.

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1.

2. Countdown Framework

3.

4.
5.

6.
•
•
•
7.

8.
Copyright Frank Kern, Inc. A California Company
ONE-DAY Campaign Example
Cart -Abandon
Countdown
sequence
Branding Stuff


The Three-Post Method
 Three Simple Posts Per Day
Just One Of Each, Done Imperfectly

• There are three types of posts:

• Connection

• How-To

• O er

• You only need to make ONE of EACH per day.

• If you miss one or whatever …don’t worry about it.

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The Rules
You Cannot and WILL NOT mess this up.

• Don’t overthink this.

• It’s totally OK to “mix-n-match”

• Totally OK to teach something “how to” in a connection post.

• Totally OK to make an o er.

• Can be text/images or video. Whatever works for you.

• If you do this every day for 5 weeks, you’ll have 105 posts for people to
consume after they discover you.
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The “Tech Stuff”

• It’s best to post these on a business account (even if nobody sees it yet).

• It’s easiest to post on Instagram and then have Instagram automatically share
it to FB.

• Our initial mission is to build a content foundation for people to consume

once you start getting more exposure.
Connection Posts
Three Post Method
The Goal of The Connection Post

• Create an emotional bond.

• Exhibit values matching and a nity. (I’m like you. We share the same
values.)

• Provide value through inspiration and/or encouragement. (You can do it.

You’re appreciated.)

• Provide value by a rming commonly held “positions” (You’re right.)

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 Why This Matters
• “Fully connected” customer is 2X more valuable than a highly satis ed
customer. (HBR)

• Emotions that contribute most to a “Fully Connected” customer are:

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 Creating The
EMOTIONAL Bond

 We Buy From People We Like

• So how do we make sure they like us?

• Demonstrate that we understand them

• Demonstrate that we care

• Demonstrate EMPATHY

• Demonstrate AFFINITY
Connection Post Framework
AKA: Here’s exactly what to say and how to say it.
The Connection Framework With Common Sense Statement

Entrepreneurs More freedom

• Most __________ want ___________. State Desire

• And that means ______,

Money ______,
Security and Elaborate On Desire
Peace
_____.
Fun
• Should be _________, Stressful
not ________.

Emotional Position

Work too _________

• We ______ Hard Still not have …
to ____________.
say no to things that don’t serve you.
• It’s OK to ______________

Common Sense Statement

Most successful entrepreneurs are masters at “no”
• Some of the ___________________________.
The Connection Framework With Open Ended Question

Entrepreneurs More freedom

• Most __________ want ___________. State Desire

• And that means ______,

Money ______,
Security and Elaborate On Desire
Peace
_____.
Fun
• Should be _________, Stressful
not ________.

Emotional Position

Work too _________

• We ______ Hard Still not have …
to ____________.
say no to things that don’t serve you.
• It’s OK to ______________

Common Sense Statement + Open Ended Question

• What can you say “no” to so you can get more freedom?
The Connection Framework With Offer

• Most __________
Entrepreneurs want ___________.
more customers
State Desire

• And that means ______,

Money ______,
Security and Elaborate On Desire
Peace
_____.
Fun
• Should be _________, Stressful
not ________.

Emotional Position

Work too _________

• We ______ Hard Still not have …
to ____________.
• Go here and do this.

What To Do
Site
• Go to _________ Register
and _________.
 Emotional Position
Entering The Emotional Conversation In The Prospect’s Mind

• We work too hard to …..

• Because of our hard work, we
deserve …..

• You’re too smart to ….

• You’re smart because you …

• We deserve better because ….

• You’re right to ….

• It’s not right that ….

• Should be …

• Shouldn’t be …
• Supposed to be ….

• Nobody should have to …

• Everyone should get to …

• This is important because (bad • This is important because (good

stu ) stu )
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Other Types Of Connection
Frameworks
Quote Card

• Quote In Image

• Discuss relevance to THEM.

• Ask open ended question.

Quote Example
Quote Example
Thought Provoker

• Observation

• Your position on it (remember emotional connection)

• Ask open ended question.

Thought Provoker Example
Thought Provoker Example
Thought Provoker Example
Thought Provoker Example
Inspirational Story

• Literally nd any inspirational story.

• Summarize it (show relevance) and establish your position (emotional

connection.)

• Open ended question.

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Inspirational Story Example
Inspirational Story Example
Encouragement

• State An Easily Understood “Head Nod” Solution

• Elaborate On Solution.

• Ask open ended question.

Encouragement Example
Encouragement Example
Encouragement Example
How-To Posts
Creating Trust By Providing Value
 The Goal of The How-To Post
• Demonstrate Substance (More than just “ u ”).

• Create trust by delivering results in advance.

• Actually help people.

• Triggers “Fully Connected Emotions”

• “They care about me”

• More con dent

• Like a better person.

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ALWAYS KEEP IT SIMPLE
 Your Core Messaging Pillars
• Your entire brand should be built around three core messaging pillars.

• These “pillars” are simply three MAIN THINGS your audience needs to do/know in order to get what they want.

• Example - if I want to brand myself as “The Branding Guy”, here are my main three pillars on that topic:

• Huge opportunity with Social media - now more than ever.

• The winner will be the one who provides the most value.

• It’s OK to make o ers, and you SHOULD make o ers

• Example - if I want to brand myself as the “Hard Core Direct Response” guy here are my main three pillars on that topic:

• Direct response is better than anything.

• Now is the best time ever.

• O er is King.
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 Talking Points In The Pillars
• Pillar: Huge opportunity with Social media - now more than ever.

• Is clubhouse worth it? (How to use it)

• How to target.

• How to research.

• How to go live.

• The winner will be the one who provides the most value.

• How to provide value

• How to tie in current events

• How to see what resonates

• It’s OK to make o ers, and you SHOULD make o ers

• How to make soft o ers.

• Di erent types of sales processes

• How to retarget
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RULE 1: (AGAIN) ALWAYS
KEEP IT SIMPLE
RULE 2: IT’S TOTALLY FINE TO
MAKE AN OFFER IN THESE
POSTS.
Common Problem Framework

• State (or tell story about)

common problem.

• Give common sense

instructions on how to x
it.
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Simple Steps Framework

• Write three simple steps

to get what they want.

• Explain them (or not, as

you’ll see in the example).
Simple Steps Framework

• Here’s a better example

The Question Answered Framework

• Find A Common Question

• Answer it.
The Decide To Talk About Something On Video And Just Talk About It
Framework
 The Classic Off The Cuff
Framework For Live streaming
 Hey guys good to see you. Type yes if you can hear me OK.

PREP OK if you don’t know me, my name is [NAME] and I help people [RESULT]
…but now how you might think.

INTRO But before we get started ..

OFFER Clients come to me because they want [result].

And even though they [qualify], they tell me they [frustrations]

Intro To Result And Frustration And they tell me they feel …

Emotions And I tell them [POINT]

Point By the way …

O er
It reminds me of, it’s like, let me tell you a story …

Story So the main thing is to [POINT] and one thing that’s always really helpful is [TIP]

Recap and Useful Tip

And if you’re really serious about …

O er

Acknowledge, Answer, And Close

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 The Classic Off The Cuff
Framework pre-Recorded Video
Posts
 My name is [NAME] and I help people [RESULT]
…but now how you might think. Today we’re going to talk about [TOPIC]

INTRO But before we get started ..

OFFER Clients come to me because they want [result].

And even though they [qualify], they tell me they [frustrations]

Intro To Result And Frustration And they tell me they feel …

Emotions And I tell them [POINT]

Point By the way …

O er
It reminds me of, it’s like, let me tell you a story …

Story So the main thing is to [POINT] and one thing that’s always really helpful is [TIP]

Recap and Useful Tip

And if you’re really serious about …

O er
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Offer Posts
Of The Super Simple Variety
 The Thing About Offers

• You should make them a lot.

• It’s really hard to sell stu if you DON’T make them.

• Because this is FREE, you REALLY shouldn’t overthink it.

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 The Rules

• Frequency/Consistency beats fancy.

• A super easy domain name gets type-in tra c.

• Don’t overthink this.

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 The “update” offer
• Give update on something related to the
o er.

• Make the o er.

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 The “meme” offer
• Find a meme that can be tied in to your
o er.

• Make the o er.

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The “behind the scenes” offer

• Show something from behind the scenes of

the thing you’re selling.

• Make the o er.

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The actual “serious” offer

• Here’s what I got.

• Here’s what it’ll do for you.

• Here’s what to do next.

• https://www.facebook.com/watch/?v=3733753613337865