You know...
Tai Lopez, as it's been said, is a master marketer.
Now *erm... Introducing Frank Kern:
I've been through Mass Control and thought it was interesting, as a friend shared it with me. Here are some excerpts from my notes, as Frank truly is a master marketer as well, doing info-product launches well over the $1mm mark in a day, and consistently charging over $2-5k for his courses.
My notes are in italics and quoted. I'll leave it up to you to draw similarities.
"Very important to do a state shift, or a pattern break. Break people out of the normal patterns they have for that particular environment."
Tai instantly throws a headline or something attention-grabbing so people stop what they're doing and focus.
"Sequence:
- Establish rapport
- Raise common objection / overcome it
- Product demonstration
- Risk Reversal
- Reason ‘WHY’
- Provide scarcity
- Make irresistible offer
- Disqualify bad prospects"
Tai's video sequence: immediately tells you that he was poor, with $47, living on a couch
He raises the usual objections: too expensive, no connections, etc.
He tells you exactly what you'll get inside, and how it will benefit your self-interest
There's a reason why you should buy the products, i.e., correlating it to future health, wealth, love, and happiness.
Tai provides scarcity, saying the first 100 people that click on this video, will get this deal
He reverses risk, because you can return it within 30 days! Free on him.
He slashes the price from starting by: "It won't be $5000, it won't be $2000, it won't even be $100!"
He disqualifies you in the pre-pre-sale funnel vid: "If you're a pessimist, if you're a skeptic, don't click here" Something Frank said: "Basically, if you don't punch babies and love Hitler, click here" (LOL)
"The testimonials are focused on OUTCOME results, benefits."
Tai, on his sales page for the 67 steps/accelerator has TONS of testimonials flashing by, that are mostly all focused on what people GOT / ACHIEVED by buying his stuff
"Whenever you’re similar with someone, you trust them. “If you’re like me…”
Tai constantly makes connections and builds rapport with his subjects. Constantly.
"Suppose that they don’t want to do much work. Things that work for you, or that you put to work, etc."
When you "utilize" these principles, you can be successful, and they will start working for you. This is important, and Tai is a user of this technique too.
"WEEK 1: Planting the Seeds
Money Magnets: Give them free stuff so they like you and buy your stuff later.
4 Components of Mass Control:
1. Interest & Desire
2. Bonding & Trust
3. Proof
4. Samples
Write out sticking points and their solution. This destroys objections."
Obviously, from the days we discovered e-mail opt-ins, we understand this works. However, if you sign up to Tai's e-mail list, you'll get free book summaries every DAY, which is pretty cool. He also drops tons of value on Youtube for free, and his site's blog posts, interviews, and more.
You'll also belong to the 1% of people who better themselves. People wanna belong. Why else are we Fastlaners here? Of course to better ourselves, but we like to band together and help each other out. There is powerful, primal psychology here at work from our ancestors' natural hunter-gatherer mindset, still inscribed in our DNA.
" People can’t control the “expensive=best” heuristic.
Different + More Expensive = Automatic Desire to Acquire
Charge more, sell more anyways, be different, get more lifetime value and word of mouth"
Sell the opposite. They sell e-product, you sell physical. They sell physical, you sell e-product."
Tai is selling a very expensive business accelerator for about $4k. His stuff is different because he offers the videos, the comment section afterwards, the book club, and ships you a free book with the 67 steps by Drucker.
"
Say it and maybe it’s true.
Other people say it and it’s probably true.
Lots of others say it and it’s almost certainly true.
It’s in print: it’s definitely true"
He networks with billionaires, and through the association bias, we see him on a similar level as them. He brings many others in to vouch for him, like pro bball players, and investors.
This part is very important:
"
5 Key Points to Your Character
1. Your Origination / Where You Came From
2. What You Stand For: Beliefs and Values
3. Magic Powers
4. Fables
5. Secret Language"
Tai uses it all.
1. He was broke, sleeping on a couch in NC, with $47
2. He believes everyone can be rich, happy, and successful if they put the right principles to work
3. He has the ability to bring you there through his teachings. He's the guy
4. He ALWAYS goes into a story, or off on a tangent. Sometimes never comes back
5. Blue-footed booby birds, Pareto efficiencies, 4 M's of Motivation, Charlie Munger, Abraham Lincoln, Elon Musk starting 3 businesses at once, Kobe Bryant putting in 3 hours of draining baskets before his workout, etc. etc.
He uses each one of these too:
"3 Million-Dollar Storylines
1. Reluctant Hero
- You’re a regular guy, you’re just selling this stuff because people want it, you would rather stay quiet and live your life
- People wish the same thing would happen to them
- You’re not trying to sell, you’re doing the market a favor
- NOT a guru, NOT a professional, just sharing knowledge
- Introduce flaws and introduce reluctance – regular guy - People identify with failures
- Assume they accept you and be thankful, “aww, shucks everyone has been so nice, we’re not part of this guru community”
2. Hometown boy makes good
- The underdog, the hometown boy loses and redeems, and YOU can do it too
- Take them on a trip that leads through a range of emotions from their past, present and future
- I sucked. Then I made a discovery. It turned my life around. Now I’ll share (sell) it w/ you
- I know how you feel, I was in your position, I turned it around and so can you.
3. Us Vs. Them
- We like to blame our problems on outside factors. It’s not your fault!
- People love to be included in “us”. Highlighting “them” bonds us together
- By not being “them” we become credible. Point the finger elsewhere
- By joining us, you’re part of something greater than yourself
- When you let people in on secrets that others don’t want them to know, they become one of your group
- Everyone else is wrong, to fix your problems, buy my stuff. “Close the gap”
- Plant a feeling or desired outcome in their mind, then link it back to you
- Agree with the customer, and acknowledge their problem as valid.
- Isolate a general “them” and defend why you’re NOT any of those things"
He's not a guru, he's just a regular guy like you who used specific principles to get where he is. He was the underdog, he made it out when the odds were stacked against him. It's not your fault that your poor as hell... It's the schools, and the governments, and inadequate lack of mentorship.
"
People LOVE to have some sort of interaction with “the guy” or “touch the hem"
He offers limited-space-dinners and conferences so you can go learn from him in person, and "touch the hem"
And for the magic bullet:
"
Magic Bullet
- What’s the market’s biggest desire, and what’s the least resistance path they can fulfill that desire with?
- What’s the market’s biggest problem?
- What miracle would deliver their biggest desire while solving their biggest problem?
- How would it work, specifically?
- Does my product do anything close?
Proof
- Prove that it’s worked before, or it’s worked for others. Multimedia is ideal to deliver it
- Multiple instances are ideal
- Gotta have proof. Without it, you’re just a talker
Low Self-Esteem Success Chance
- If I can just do a fraction of “that” I’ll do great
- Down-step from the biggest promise and say if you even do a little of what I’ve done…"
Self-explanitory.
"Shock & Awe + Proof + Useful but incomplete = buying frenzy
Death Grip: Always apply this in variations
Scarcity + Increased coolness + Outside Threat = Buying Frenzy
Scarcity:
- Do it wrong and you’ve got too much pressure
- Limit quantity, price or bonuses
- Don’t beat them over the head
- “not trying to put pressure on you BUT…”
- PULL do not PUSH. It’s natural human psychology
Increased Coolness
- Prospects already want your stuff
- Increase their desire by adding an unannounced element, and make it COOLER
- Good pressure and you just put more value and excitement
- Stack the value and throw in bonuses
Outside Threat
- Some outside factor that increases scarcity
- Blame for the scarcity is not placed on you
- Creates social proof and positions you as the hero"
Almost every piece of content Tai has is useful, but incomplete. As nradam said, it's 10 top things, then only 3 delivered. But if you want the rest, click here.
And finally:
"5 Value/Kindness Pillars
1. Know Their Desired Outcome
2. Overcome Their Skepticism w/ Shock & Awe Coolness / Proof
3. Demonstrate That They Can Achieve Their Desired Outcome
4. Don’t Just Show Them – Give Them The Tools To Do It
5. Motivate Them To Go Further – Make An Offer
Here’s some free value, and here is my more advanced strategy to teach you even more of what you want to know."
He knows what they want. He is shockingly cool and awesome. He shows social proof. He demonstrates it's possible for you. He gives you what you need incompletely. He makes ... many offers.
I hope you guys can see the shocking similarity between their work. That said, I have nothing against either men; I think at the very least we can all watch professionals of a craft and get inspired. Hate 'em or love 'em, they know what they're doing and they've put the hours in, and I admire that.
I've actually gone through the 67 steps, and some of the blue belt MBA program, and I got value. Tai also inspired my reading to pick up significantly, and I went from reading maybe a book a month, to consistently 3-4 per month minimum.
Also, a fantastic sales video for MANY of these benefits stacked up, is the 67 steps sales vid:
I think it's always important to learn something from everyone, even if it's what you don't want.
Tai Lopez, as it's been said, is a master marketer.
Now *erm... Introducing Frank Kern:
I've been through Mass Control and thought it was interesting, as a friend shared it with me. Here are some excerpts from my notes, as Frank truly is a master marketer as well, doing info-product launches well over the $1mm mark in a day, and consistently charging over $2-5k for his courses.
My notes are in italics and quoted. I'll leave it up to you to draw similarities.
"Very important to do a state shift, or a pattern break. Break people out of the normal patterns they have for that particular environment."
Tai instantly throws a headline or something attention-grabbing so people stop what they're doing and focus.
"Sequence:
- Establish rapport
- Raise common objection / overcome it
- Product demonstration
- Risk Reversal
- Reason ‘WHY’
- Provide scarcity
- Make irresistible offer
- Disqualify bad prospects"
Tai's video sequence: immediately tells you that he was poor, with $47, living on a couch
He raises the usual objections: too expensive, no connections, etc.
He tells you exactly what you'll get inside, and how it will benefit your self-interest
There's a reason why you should buy the products, i.e., correlating it to future health, wealth, love, and happiness.
Tai provides scarcity, saying the first 100 people that click on this video, will get this deal
He reverses risk, because you can return it within 30 days! Free on him.
He slashes the price from starting by: "It won't be $5000, it won't be $2000, it won't even be $100!"
He disqualifies you in the pre-pre-sale funnel vid: "If you're a pessimist, if you're a skeptic, don't click here" Something Frank said: "Basically, if you don't punch babies and love Hitler, click here" (LOL)
"The testimonials are focused on OUTCOME results, benefits."
Tai, on his sales page for the 67 steps/accelerator has TONS of testimonials flashing by, that are mostly all focused on what people GOT / ACHIEVED by buying his stuff
"Whenever you’re similar with someone, you trust them. “If you’re like me…”
Tai constantly makes connections and builds rapport with his subjects. Constantly.
"Suppose that they don’t want to do much work. Things that work for you, or that you put to work, etc."
When you "utilize" these principles, you can be successful, and they will start working for you. This is important, and Tai is a user of this technique too.
"WEEK 1: Planting the Seeds
Money Magnets: Give them free stuff so they like you and buy your stuff later.
4 Components of Mass Control:
1. Interest & Desire
2. Bonding & Trust
3. Proof
4. Samples
Write out sticking points and their solution. This destroys objections."
Obviously, from the days we discovered e-mail opt-ins, we understand this works. However, if you sign up to Tai's e-mail list, you'll get free book summaries every DAY, which is pretty cool. He also drops tons of value on Youtube for free, and his site's blog posts, interviews, and more.
You'll also belong to the 1% of people who better themselves. People wanna belong. Why else are we Fastlaners here? Of course to better ourselves, but we like to band together and help each other out. There is powerful, primal psychology here at work from our ancestors' natural hunter-gatherer mindset, still inscribed in our DNA.
" People can’t control the “expensive=best” heuristic.
Different + More Expensive = Automatic Desire to Acquire
Charge more, sell more anyways, be different, get more lifetime value and word of mouth"
Sell the opposite. They sell e-product, you sell physical. They sell physical, you sell e-product."
Tai is selling a very expensive business accelerator for about $4k. His stuff is different because he offers the videos, the comment section afterwards, the book club, and ships you a free book with the 67 steps by Drucker.
"
Say it and maybe it’s true.
Other people say it and it’s probably true.
Lots of others say it and it’s almost certainly true.
It’s in print: it’s definitely true"
He networks with billionaires, and through the association bias, we see him on a similar level as them. He brings many others in to vouch for him, like pro bball players, and investors.
This part is very important:
"
5 Key Points to Your Character
1. Your Origination / Where You Came From
2. What You Stand For: Beliefs and Values
3. Magic Powers
4. Fables
5. Secret Language"
Tai uses it all.
1. He was broke, sleeping on a couch in NC, with $47
2. He believes everyone can be rich, happy, and successful if they put the right principles to work
3. He has the ability to bring you there through his teachings. He's the guy
4. He ALWAYS goes into a story, or off on a tangent. Sometimes never comes back
5. Blue-footed booby birds, Pareto efficiencies, 4 M's of Motivation, Charlie Munger, Abraham Lincoln, Elon Musk starting 3 businesses at once, Kobe Bryant putting in 3 hours of draining baskets before his workout, etc. etc.
He uses each one of these too:
"3 Million-Dollar Storylines
1. Reluctant Hero
- You’re a regular guy, you’re just selling this stuff because people want it, you would rather stay quiet and live your life
- People wish the same thing would happen to them
- You’re not trying to sell, you’re doing the market a favor
- NOT a guru, NOT a professional, just sharing knowledge
- Introduce flaws and introduce reluctance – regular guy - People identify with failures
- Assume they accept you and be thankful, “aww, shucks everyone has been so nice, we’re not part of this guru community”
2. Hometown boy makes good
- The underdog, the hometown boy loses and redeems, and YOU can do it too
- Take them on a trip that leads through a range of emotions from their past, present and future
- I sucked. Then I made a discovery. It turned my life around. Now I’ll share (sell) it w/ you
- I know how you feel, I was in your position, I turned it around and so can you.
3. Us Vs. Them
- We like to blame our problems on outside factors. It’s not your fault!
- People love to be included in “us”. Highlighting “them” bonds us together
- By not being “them” we become credible. Point the finger elsewhere
- By joining us, you’re part of something greater than yourself
- When you let people in on secrets that others don’t want them to know, they become one of your group
- Everyone else is wrong, to fix your problems, buy my stuff. “Close the gap”
- Plant a feeling or desired outcome in their mind, then link it back to you
- Agree with the customer, and acknowledge their problem as valid.
- Isolate a general “them” and defend why you’re NOT any of those things"
He's not a guru, he's just a regular guy like you who used specific principles to get where he is. He was the underdog, he made it out when the odds were stacked against him. It's not your fault that your poor as hell... It's the schools, and the governments, and inadequate lack of mentorship.
"
People LOVE to have some sort of interaction with “the guy” or “touch the hem"
He offers limited-space-dinners and conferences so you can go learn from him in person, and "touch the hem"
And for the magic bullet:
"
Magic Bullet
- What’s the market’s biggest desire, and what’s the least resistance path they can fulfill that desire with?
- What’s the market’s biggest problem?
- What miracle would deliver their biggest desire while solving their biggest problem?
- How would it work, specifically?
- Does my product do anything close?
Proof
- Prove that it’s worked before, or it’s worked for others. Multimedia is ideal to deliver it
- Multiple instances are ideal
- Gotta have proof. Without it, you’re just a talker
Low Self-Esteem Success Chance
- If I can just do a fraction of “that” I’ll do great
- Down-step from the biggest promise and say if you even do a little of what I’ve done…"
Self-explanitory.
"Shock & Awe + Proof + Useful but incomplete = buying frenzy
Death Grip: Always apply this in variations
Scarcity + Increased coolness + Outside Threat = Buying Frenzy
Scarcity:
- Do it wrong and you’ve got too much pressure
- Limit quantity, price or bonuses
- Don’t beat them over the head
- “not trying to put pressure on you BUT…”
- PULL do not PUSH. It’s natural human psychology
Increased Coolness
- Prospects already want your stuff
- Increase their desire by adding an unannounced element, and make it COOLER
- Good pressure and you just put more value and excitement
- Stack the value and throw in bonuses
Outside Threat
- Some outside factor that increases scarcity
- Blame for the scarcity is not placed on you
- Creates social proof and positions you as the hero"
Almost every piece of content Tai has is useful, but incomplete. As nradam said, it's 10 top things, then only 3 delivered. But if you want the rest, click here.
And finally:
"5 Value/Kindness Pillars
1. Know Their Desired Outcome
2. Overcome Their Skepticism w/ Shock & Awe Coolness / Proof
3. Demonstrate That They Can Achieve Their Desired Outcome
4. Don’t Just Show Them – Give Them The Tools To Do It
5. Motivate Them To Go Further – Make An Offer
Here’s some free value, and here is my more advanced strategy to teach you even more of what you want to know."
He knows what they want. He is shockingly cool and awesome. He shows social proof. He demonstrates it's possible for you. He gives you what you need incompletely. He makes ... many offers.
I hope you guys can see the shocking similarity between their work. That said, I have nothing against either men; I think at the very least we can all watch professionals of a craft and get inspired. Hate 'em or love 'em, they know what they're doing and they've put the hours in, and I admire that.
I've actually gone through the 67 steps, and some of the blue belt MBA program, and I got value. Tai also inspired my reading to pick up significantly, and I went from reading maybe a book a month, to consistently 3-4 per month minimum.
Also, a fantastic sales video for MANY of these benefits stacked up, is the 67 steps sales vid:
I think it's always important to learn something from everyone, even if it's what you don't want.
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