Convert

by Frank Kern

Genres: Business

75 pages, Paperback

Published January 1, 2014

Reviews

[Mark Manderson · Rating 4 out of 5]

Top Takeaways:

What are the immediate steps someone can take to get from unhappy, where they are not getting the results they want, to getting the results that you can help them get?
The Framework of a Story:
1. Start with the main point (which relates to one of 3 core messages.)
2. Use effective stories (that tap into core emotions.)
3. Use metaphors people can relate to.
Metaphor People Can Relate To
“Every time something bad happens to us, every time we get upset, it’s kind of like life is just handing us a big rock. And we've got two choices. We can take that rock and we can hold onto it and we can put it in our backpack that we're carrying on our backs. And here's what’s going to happen: We're going to have a lot of rocks in our backpack, because bad stuff’s going to happen to us no matter what. If we keep doing that, eventually we're going to be crushed by the weight of the backpack and we won't be able to move. I would have never been able to come to the United States, have a business where I work with English-speaking clients and have an English-speaking husband and family, if I didn't drop that backpack.”
Point: Core Message -> Story -> Metaphor.
CREATE your 3 MAIN CORE PILLARS! Then create a SERIES OF VIDEOS (GOOD WILL CONTENT!) At least 10 videos to start.
USE THOSE VIDEOS AS ADS SO SEND PAID TRAFFIC TO THEM!
“Here’s a video, Enjoy!” “I hope you liked watching this as much as I liked making it for you. And if you know anyone who’d find it helpful, please share it with them!”
The money is in the intrinsic value.
Only reason why people won't buy from you is THEY DON'T TRUST YOU!
To remedy this you must BUILD DESIRE BY MORE EXPOSURE.
When you educate the brain assumes authority!
RUN A PPC AD WITH ASKING THEM FOR HELP.
question here on the opt-in page is “Will You Answer Four Multiple Choice Questions and Tell Me What Kind Of Webinars You Want Next?”

[Reffi Dhinar · Rating 3 out of 5]

Frank Kern is one of a legend in internet marketing who I admire since I bought his course few years ago. He doesn't need gimmick and when I read this book, I really love his concept about building brand by creating meaningful connection with the audiences.

After I read 'Convert 2.0', I knew that I've done some steps which led me to craft my method in 'Intuitive Branding'. The ebook isn't thick. It's convenient and applicable.

[Kaloyan Roussev · Rating 5 out of 5]

Another very smart marketing book by Frank Kern.

[Billy Lau · Rating 3 out of 5]

Frank Kern believes that selling products and/or services is much easier if prospects “know you, like you, trust you, and already want what you're selling... before you ever even try to sell it.” Kern dissects this shrewdly into the following three phases. He does so in the context of Intent Based Branding, which is essentially determining the content that is most valuable to prospects and genuinely helping them (while creating and developing a bond with your audience). Below are some key points in regard to each phase.

1. Pre-framing: the opinion or conclusion formed about you prior to ever buying your products/services. Separated into two sub-steps really: Positioning and Pre-framing.

2. Indoctrination: establishing a strong bond with consumers after they have received value from you. The only 2 reasons why you’re not producing sales is either a) they don’t want the product/service or b) they don’t trust you.

3. Conversion: “make the sale while maintaining position and goodwill.” Pre-framing and indoctrination help to build intrinsic value and lead to conversion.

His methods are ultimately centered around building trust and value.