In this video clip, the master of web marketing, Frank Kern, provides his invaluable wisdom on mass control during a web marketing information seminar. Frank begins by stating that he only really knows how to sell information products that he builds, so he uses one as an example.
He prefers to separate the “big promise” into four main parts or “core modules” that are each worked towards, and he supplements them with other materials. Frank’s first part is a “stick letter,” which are hand-written in order to form a warm relationship with the customer. An attached sales letter gets the customer to begin on an exercise related to the product.
This exercise creates a feeling of “positive expectancy” in the customer, which Frank emphasizes is key in selling. His sales letter also refers the customer to his “Four-Day Cash Machine” program to further create positive expectancy.
Watch this clip to hear about Frank Kern’s personal take on mass control!
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