Convert 2.0 -new

SPECIAL REPORT

CONVERT 2.0

How to Create a Cult Following of Raving Fans and Repeat Buyers

for Any Business

By Frank Kern

CONVERT

From the desk of Frank Kern

San Diego, CA November 2018

PAGE 2

Dear Friend,

I originally wrote this book in 2014.

When creating the updated version, I was tempted to take out some of the cultural references that date the book. (Wait until you see the part on Donald Trump!)

But I decided against it because the original was been so helpful to so many people that I feel it's best not to mess with it.

So what I did instead is I added to it.

What you have now is essentially two books.

The first part describes a "modernized" approach to utilizing the psychology and tactics described in the original version.

This newer approach is really revolutionary because it allows you to deploy preframing and indoctrination (as described in the original text) much faster, much cheaper, and to far more people than I ever dreamt possible when I originally wrote this in 2014.

So let's talk about it.

? 2018 Frank Kern

CONVERT

The Big Idea Behind This Whole Book

PAGE 3

The underlying premise of this whole book is that it's much easier to sell people stuff if they:

1. Know you. 2. Like you. 3. Trust you. 4. Already want what you're selling ...before you ever even try to sell it.

And in the book, I walk you through a psychological and tactical process for making that happen.

In fact, the steps are:

1. Pre-framing. 2. Indoctrination 3. Conversion.

When I wrote the original version, we accomplished those steps typically by running ads that got people on an email list ...then creating a bond with them through a series of emails that were rich in value ...and then making them an offer.

And boy did it work!

And it still does.

But fast forward to today and we've been handed something that's infinitely more powerful ...and infinitely more effective.

I call it ...

? 2018 Frank Kern

CONVERT

Part 1: Intent Based Branding

PAGE 4

Intent Based Branding is about:

Building your brand while simultaneously selling stuff.

Here's what it's not: brand building just for the sake of brand building, like you see in traditional ads.

Intent Based Branding is brand building for the sake of selling - specifically to help you accelerate the sales process by building a bond and relationships between you and your prospects.

The Experiment

Here's the deal. A few weeks ago, Facebook did this thing where they put something on everyone's business page that says "Info and Ads" (it's on the left of the page, toward the bottom).

And maybe if you're a funnel hacker or something like that, you are probably really excited because if you click on that on someone's business page, you can see almost every ad they're running on Facebook.

Here's what happened: We got copied!

So we're running our book funnel ad and everything's working. I mean, we've been running the same damn funnel for two years and it's been fantastic.

? 2018 Frank Kern

CONVERT

And then all of a sudden, things went totally bonkers.

PAGE 5

Now, Brad (as our CMO, he's the guy who buys all the media in our business) came to me and said, "Dude, I just went and looked. There are hundreds of people within these funnel-hacking groups blatantly copying your stuff."

My first thought was, "Well, I hope it works for them."

But of course it didn't do me any favors because now everyone's out there running the same ad that I was running!

And that led me back to what's been a fundamental premise of my business from day one:

Plenty of people can copy the actual words in an ad, or the pictures, or even the strategy behind it. But nobody, can ever copy the relationship and bond that you have with

your customer base and prospects.

So what we decided to do was basically the equivalent of, "Funnel-hack this, bitches!" We started to go very heavy live on multiple platforms, delivering as much value as we possibly could.

At the time I thought to myself, "Well, I think I'm going to teach a class about this model of consulting that's called "Rainmaker Consulting."

So I started giving away a lot of good value about that concept.

And in those videos, I started talking about how I help private clients and how my most profitable work was being done in the capacity of a Rainmaker.

? 2018 Frank Kern

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download