This Will Transform Your Marketing Strategy | Step By Step Guide Based On $635,000 Advertising Test

Summary

In this video, the presenter unveils a simple yet effective advertising framework designed to boost sales and brand reputation by focusing on helping others. After investing over $635,000 to refine this strategy, the speaker shares a step-by-step guide to crafting direct-selling ads. The framework includes identifying the target audience, addressing their wants and needs, and providing a clear call to action. The video emphasizes the importance of simplicity, transparency, and offering genuine value to customers, culminating in a demonstration of a successful, albeit unpolished, ad that exemplifies the framework's power.

Takeaways

• 💡 The speaker has invested over $635,000 in a single ad framework, demonstrating its effectiveness for sales and fame through helping others.
• 📈 The ad framework is shown to be profitable and is shared step by step, emphasizing its simplicity and effectiveness.
• 🎯 The framework starts with a direct call to the target audience, using phrases like 'if you are' or 'do you have' to engage the right customers.
• 🔑 The 'and you want' framework is used to connect with the audience's desires, such as 'more customers' or 'a bigger brand'.
• 💼 The speaker's own ad is described as 'absolutely horrible' in appearance but highly effective due to following the framework.
• 📝 A simple script formula is provided for direct sales, emphasizing the Aam's Razor principle of simplicity.
• 🤝 Building trust and familiarity with the audience before pitching is crucial for better sales outcomes.
• 📢 The speaker advocates for 'radical transparency' in ads to build trust with the audience.
• 🎁 The ad includes an irresistible offer, such as four courses for $4, to entice the audience and demonstrate value.
• 📈 The ad's success is attributed to the framework rather than the speaker's appearance, highlighting the importance of the strategy over aesthetics.

Q & A

What is the main purpose of the video?

The main purpose of the video is to demonstrate a simple advertising framework that can generate sales and fame by helping people, and to share a step-by-step guide on how to use this framework effectively.

How much money did the speaker spend on a single ad using this framework?

The speaker spent over $635,000, later corrected to $671,000, on a single ad using this framework.

What is the speaker's stance on the importance of simplicity in advertising?

The speaker emphasizes the importance of simplicity, stating that the simplest solution is often more effective than a complicated one, referencing the principle of Occam's Razor.

What is the 'opening statement' in the context of the advertising framework?

The 'opening statement' refers to the beginning of an ad, where the speaker directly calls out to the target audience, using phrases like 'if you are' or 'do you have' to attract their attention.

What is the 'And you want' framework mentioned in the script?

The 'And you want' framework is a part of the ad script where the speaker identifies what the target audience wants, such as 'more customers,' 'more leads,' or 'a bigger brand,' to connect with their desires.

What does the speaker suggest should be included in the 'Here's what I got' part of the ad?

In the 'Here's what I got' part of the ad, the speaker suggests introducing the solution or product being offered, such as 'social media advertising' or the speaker's own services, as a way to fulfill the desires identified earlier.

What is the significance of the 'Here's what it'll do for you' step in the framework?

The 'Here's what it'll do for you' step is where the speaker explains the benefits of the product or service, aiming to build trust and show how it can solve the audience's problems or fulfill their desires.

How does the speaker recommend concluding the ad?

The speaker recommends concluding the ad with a clear call to action in the 'Here's what to do next' step, guiding the audience on what steps to take, such as visiting a website, calling, or visiting a location.

What is the role of content in the speaker's approach to advertising?

Content plays a crucial role in self-identifying the perfect audience and building a bond with them before selling. The speaker suggests using content that both sells and warms up the audience for future sales.

What is the 'Call out framework' and how does it work?

The 'Call out framework' is a method of creating ads that start with a statement or question beginning with 'if you,' 'do you,' or 'are you' to immediately grab the attention of the target audience and make them feel the ad is speaking directly to them.

What are the three secrets shared by the speaker for selling more products and services online?

The three secrets shared by the speaker are: 1) Radical transparency to build trust, 2) Making ads that genuinely help people to increase trust and confidence, and 3) Creating an irresistible offer that people can't help but accept.

Outlines

00:00

💡 Introduction to the Advertising Framework

The speaker introduces a simple advertising framework that not only aims to generate sales but also to gain fame by helping people. They assert the framework's effectiveness by mentioning a personal investment of over $635,000 (corrected to $671,000) in a single ad campaign. The speaker promises to reveal the framework step by step and to showcase the ad, which was surprisingly successful despite its poor quality and the speaker's appearance. The framework is based on the principle of simplicity, emphasizing that the simplest solution is often the most effective, as illustrated by a quote attributed to J. Abraham about selling a horse.

05:01

📈 The Magic Formula for Direct Sales Ads

The speaker outlines a 'magic formula' for creating direct sales ads. The formula is divided into five steps: opening with a statement to attract the target audience, using the 'and you want' framework to address their desires, presenting what the speaker offers, explaining the benefits, and concluding with a clear call to action. The speaker uses the example of advertising services to demonstrate each step, emphasizing the importance of simplicity and the effectiveness of the framework, which is rooted in the principle of Occam's Razor.

10:02

🐕 Engaging the Audience with Relatable Content

The speaker discusses two frameworks for engaging the audience before pitching a product: the 'call out' framework and the 'content' framework. The 'call out' framework uses statements or questions starting with 'if you do,' 'you,' or 'are you' to capture the audience's attention. The 'content' framework involves addressing the audience's problems or desires, educating them, and making an offer that aligns with the business's sales process. The speaker uses the example of dog training to illustrate how to apply these frameworks, emphasizing the importance of building a bond with the audience through relatable content.

15:03

🎥 Case Study: Successful Ad Despite Poor Production

The speaker shares a personal anecdote about creating a successful ad despite poor production quality and a hungover state. The ad was for an online marketing course and followed the previously discussed framework. It included three secrets to selling more online: radical transparency, making ads helpful, and creating irresistible offers. The speaker details four courses offered at a low price and a bonus, emphasizing the ad's effectiveness due to the framework used, rather than production quality.

📊 Advanced Marketing Strategies and Positioning

The speaker concludes with an ad for a comprehensive online marketing course, highlighting advanced persuasion tactics, power positioning, and scaling strategies. The ad emphasizes the importance of positioning in creating loyal customers and the value of the courses in achieving business growth. A bonus worth $1,994 is also offered, adding to the appeal of the already enticing $4 course package. The speaker, Frank Kern, expresses gratitude for the viewers' attention and looks forward to future interactions.

Keywords

💡Ad Framework

An 'Ad Framework' refers to a structured approach or system used to create effective advertising campaigns. In the video, the speaker claims to have a simple ad framework that not only generates sales but also helps in building fame by assisting people. The framework is said to be proven effective through the speaker's personal investment of over $635,000 in a single ad campaign, demonstrating its real-world application and success.

💡Sales Process

The 'Sales Process' is the sequence of steps involved in guiding a prospect from their initial awareness of a product or service to the point of purchase. The video script outlines a framework designed to directly bring potential customers into this sales process, whether it involves calling a business, visiting a website, or taking a test drive at a car dealership.

💡Opening Statement

An 'Opening Statement' in advertising is the initial message that grabs the attention of the target audience. The video emphasizes the importance of crafting an effective opening statement that directly addresses the ideal customer, using phrases like 'if you are' or 'do you have' to connect with the viewer's needs or situation.

💡And You Want Framework

The 'And You Want Framework' is a technique used to articulate the desires or needs of the target audience within an advertisement. It's about identifying what the customer wants, such as 'more customers, more leads, and a bigger brand,' and then showing how the product or service can fulfill those desires, as illustrated in the script with the example of social media advertising.

💡Here's What I Got

This phrase, 'Here's What I Got,' is used in the script to transition from identifying the audience's needs to presenting a solution. It serves as a bridge to introduce the product or service being offered, such as the speaker's social media advertising services, and sets the stage for explaining the benefits and features.

💡Aam's Razor Principle

The 'Aam's Razor Principle,' also known as Occam's Razor, is a problem-solving principle that suggests the simplest explanation is usually the correct one. The video script uses this principle to justify the ad framework's effectiveness, arguing that straightforward and simple ads are more likely to succeed than overly complex ones, as exemplified by the speaker's own ad campaign.

💡Content Marketing

Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience. In the video, the speaker discusses using content to build a relationship with potential customers before pitching products, which is a key aspect of modern advertising and brand building.

💡Call Out Framework

The 'Call Out Framework' is a method of directly addressing a specific group of people in an advertisement. It's used to get the attention of the 'perfect customer' by using statements or questions that start with 'if you,' 'do you,' or 'are you,' as seen in the script when discussing how to attract new puppy owners with dog training products.

💡Educational Content

In the context of the video, 'Educational Content' refers to the informative material provided to potential customers to help them solve a problem or achieve a desire. It's a strategy to build trust and rapport with the audience by offering valuable insights or tips, such as teaching new puppy owners how to prevent their dogs from chewing shoes.

💡Irresistible Offer

An 'Irresistible Offer' is a compelling proposal that is hard for the target audience to refuse, often due to its exceptional value or alignment with their needs. The video script describes creating such an offer as a key component of successful advertising, using the example of a low-cost bundle of marketing courses to attract customers interested in selling more products online.

💡Transparency

Transparency in advertising means being clear and honest about the intentions and nature of the promotion. The video emphasizes 'radical transparency' as a way to build trust with the audience, which is crucial for effective marketing. The speaker admits upfront that the video is an advertisement and intends to sell something, which is an application of this principle.

Highlights

The speaker shares a simple ad framework that can generate sales and fame by helping people.

The speaker has invested over $635,000 in one single ad using this framework.

The ad framework is proven to be profitable and effective.

The speaker emphasizes the importance of simplicity, referencing the principle of Occam's Razor.

A magic formula for creating ads that directly bring people into the sales process is introduced.

The framework includes a step-by-step guide on crafting an effective opening statement for ads.

The 'and you want' framework is explained to connect with the audience's desires.

The speaker discusses the importance of explaining the benefits of the product or service in the ad.

A clear call to action is emphasized as the final step in the ad framework.

The speaker shares a personal anecdote about creating an ad while hungover, highlighting the framework's robustness.

The speaker offers free resources for further learning at FrankKern.com.

Content is identified as the key to building a bond with the audience before selling to them.

The 'call out' framework is introduced to help identify and attract the ideal customer.

Educational content in ads is discussed as a way to build trust and rapport with the audience.

The speaker provides an example of an irresistible offer in an ad, demonstrating the framework's application.

The ad's success is attributed to following the framework, despite the speaker's less-than-ideal appearance.

The speaker concludes by reiterating the effectiveness of the framework and encourages the audience to model it.

Transcripts

hey what's happening in this video I'm

going to show you one simple ad

framework that can get you sales and can

make you famous by helping people which

is a really good thing to be famous for

being famous for helping people I know

that the framework that I'm going to

share with you works because I have

spent over

$635,000 of my own money using this

framework on one single ad and just so

you know there's no Shenanigans or

anything um here is my ads account and

the date ranges from August 9th 2021

through today I'm shooting this for you

September 9th 2024 and um I think I gave

you the wrong spend number it was

$671,000 what did I say I can't remember

who cares anyway look it was profitable

it worked really well in this video I'm

going to show you the exact framework

that I used step by step and at the end

of the video I'm going to show you the

ad itself which when you see it you're

going to be amazed because it was

absolutely horrible and I look terrible

in the ad kind of kind of like I look

right now but you don't have to say

anything about that anyway let's get to

it as I'm giving you this magic formula

which really is pretty freaking good I'm

going I'm got to tell you it's good I'm

got to tell you exactly what to say in

your ads and how to frame them and

everything keep this this in mind the

simplest solution is likely going to be

more correct than a complicated solution

so long time ago I heard this quote by a

fell J Abraham he said something along

the lines of you know sometimes the

easiest way to sell a horse is to put

out an ad that says horse for sale so

let's start with me giving you a very

very simple script to sell something

directly all right so this is a magic

formula on how to create an ad that

brings them into your sales process

directly so if your sales process is hey

call us and give us some money it'll do

that if it's go to my website and buy

something it'll do that if it's come to

my car dealership take a test drive of

the car it'll do that step number one

this is your opening statement you can

choose one so here's the framework if

you are you this is the beginning of

your ad so this is where you're calling

out to the person who's probably going

to be your right customer so for example

if we were doing this to sell our

advertising Services my first step one I

might say say something like if you have

a business that sells anything end if we

wanted to use are you instead we might

say something like are you the owner of

a business that sells anything boom we

got them okay we're calling right out to

the people that we want now step number

two and you want if you have a business

that sells anything that's step number

one now we use the and you want

framework so if we're selling

advertising for example and you want

more customers and leads and you want a

bigger brand right so you would just

insert whatever they want here now we

move on to step number three which is

here's what I got if you have a business

that sells anything and you want more

customers more leads in a bigger brand

then social media advertising is the way

to get there that's what I sell here's

what I got you could literally say

here's what I got by the way the next

step here is here's what it'll do for

you this is where you explain the

benefits of the thing you got so we

might say something like here's what I

got would be my name is Frank Kern and

my agency will help you find your

perfect prospects tell you exactly what

to say to them so they'll want to buy

from you and then put your ads in front

of them constantly and I said hey here's

a it'll do for you right and the final

thing here is here's what to do next if

you or are you could be a question and

you want the big result your customer

wants here's what I got hey my name's

Crazy Eddie and we're down here at crazy

Eddy's House of Chevrolets and we've got

tons of Chevrolets that are fresh off of

the I don't know wherever one might get

discount Chevrolets from right and

here's what I want you to do next come

on down and see us and test drive one

right really really easy to follow this

framework this is called a pitch

framework right the reason this works is

because of the aams razor principle this

the simplest solution we ain't got to

get fancy like old J Abraham said

Sometimes the best way to sell a horse

is to make an ad that says horse for

sale this is essentially that framework

of doing that I just showed you how to

pitch right gave you the magic formula

for making a pretty easy pitch really

really basic formula works like a champ

no need to complicate anything remember

aam's razor however if we want to really

really make your ad campaigns work we

got to do some stuff before we show

people that pitch right that pitch will

work to total strangers but it'll work

even better if those total strangers

already know you like you trust you and

want what you have to sell so how do we

engineer a situation like that for you

well here's how we do it okay so first

thing we got to do this is the ad for

the product that sells the thing so

before we do that we need to create

actually we need to do two steps we need

to get someone to self identify as being

your perfect person and then we need to

build that bond with them and then we

need to show them that ad let me show

you how to do that all right and exactly

what to say to do that there's two

Frameworks okay the first framework by

the way the answer to to how do you get

someone to

self-identify and how do you build the

bond with people before selling them

stuff is content it's always content but

not how you think and within the context

of content that sells at the same time

and warms people up so you can really

really sell to them down the line the

call out framework the first one we call

people out by a statement or question

that begins with any of these if you do

you or are you when we say that in

conjunction to whoever we're trying to

attract their attention is going to be

like focused right on it let's say that

our ideal person someone who's got a

puppy because we're selling dog training

stuff ideal person's got a puppy puppy

driving them nuts damn things chewing up

shoes so we would say if you are the

owner of a new puppy that's called

calling right out to them isn't it who's

going to watch that the owner of a new

puppy they're like oh as a matter of

fact I am the owner of a new puppy or we

could use the do you do you have a new

puppy there's that one or are you the

owner of a new puppy either way I know

that's super basic but remember aam's

Razer simple as is always best then we

go into the next uh step of scripting we

talk about their problems or desires

okay it could be either one so this is

where it helps to know who you want so

this new puppy owner he's got a problem

dog's eating the shoes all the time his

desire is the dog stop doing that right

so now we just address those problems

and Desires in this framework of the ad

I like doing these in video by the way

most of the time so we'll start from the

top do you have a brand new puppy and

you love that puppy and is the greatest

thing ever but you having this kind of

situation where most brand new puppy

owners have where the dog despite how

great it is is having your wife's brand

new Chanel shoes see what we're doing

right there is we're just talking about

the desire and the problem what's

happening incidentally during this phase

psychologically this guy is thinking

he's talking just to me as a matter of

fact that is exactly what I'm

experiencing this is what we're trying

to achieve just in that opening little

part of the ad okay so now what we want

to do is we want to educate remember

earlier I said hey I just gave you

here's how to sell stuff and I was like

that framework works pretty good to

strangers it works even better to people

who already know you like you trust you

and want what you have the way to make

them want what you have is to cause this

reaction where they say I can relate to

that person he understands me and he has

helped me or she of course has helped me

we do that by educating them we already

got their attention here so this is

getting their attention now we give them

some tips on how to make the gosh dang

dog stop eating the Chanel shoes right

so we might say well in this uh in this

little video today we're doing a video

I'm going to show you three ways to make

your dog stop chewing on the shoes

number one put the damn shoes on the top

shelf whatever right so we would give

them some education and then finally we

would make an offer and the offer is

going to vary depending on your sales

process every business has a sales

process that sales process could be

someone going to your website and buying

your dog training book it could be

someone going to your dog training

academy walking in going this place

looks pretty good going to sign pH Up it

could be someone calling you saying hey

would you please come out and meet my

dog and give me an estimate on how much

it's going to cost me to train my dog

whatever your sales process is

determines what you say here in this

offer part and in this offer part you

just say well if that sounds like you

and you're really serious about getting

your dog to stop chewing up all your

shoes here's what I got my name is Frank

K and I own crazy Frank's house of dog

training and here's what we do we train

your dog so he won't blah blah blah blah

blah and here's what I want you to do

next either call me come on down and see

me or go to my website whichever one of

these works for your sales process

that's what you tell them to do next now

the purpose of this this whole piece

right here isn't necessarily to get

somebody to come and call you although

people will but that's really the

purpose of that is to build that bond

with people and to have them think like

I like this person he knows about dogs I

think I'd like him to train my dog all

right that was the magic formula and um

dude it it really works man I know cuz

like I said I spent $67 something, on

the ad that I'm about to show you so as

promised I'm going to show you the ad

I'll tell you a funny story about this

ad in a minute first let me tell you

where to get some free stuff though

don't try to buy the thing in the ad by

the way it's not for sale anymore I'm

too busy to try to sell anything um so

you can have like stuff for free at

Frank kar.com if you want it um and the

funny story about this ad was I used it

or when I filmed it I was using like a a

real camera because I was trying to look

like a real YouTuber um and I was also

miserably hung over and I just made up

the scripting on the spot I was like all

right I was going to shoot this ad and I

was using one of those fancy cameras

trying to make it where it would like

have a blurry background and didn't know

and I still don't know how to like

control the color settings on cameras

it's not going to read the directions or

anything and um the in the video and in

the ad I look purple like I'm about to

have a freaking heart attack and it

still worked dude so like what you're

about to see is just an absolute classic

example of a horrible looking ad that

performed unbelievably well because it

followed the framework and I guess

that's the thing the framework is more

important than like whether you look

terrible or not so yes I already know I

look terrible in this upcoming ad and um

I hope you find it useful and uh please

don't try to buy anything in the ad but

model the framework because it works

really good okay here we go I'm

embarrassed to share this with you but I

said I would so here it is hey my name

is Frank Kar and this is an ad it's an

ad specifically for people who sell

things online so if that's you and you

want to sell more stuff online I think

this can help you in this ad I'm going

to do two things I'm going to share

three secrets with you that will help

you sell more stuff online and

shockingly I'm going to try to sell you

something let's make good with the first

promise which is to help you sell more

stuff online so I got started in 1999

and since then as an adviser to internet

entrepreneurs I've worked with

82,000 customers these are companies

that have paid me to do one thing and

one thing only which is to help them

sell more products and services online

more consistently and they're really

three big secrets that I've distilled

from working with all those people I'll

do it quickly for you so here's secret

number one radical transparency in

today's internet age people just don't

trust ads they don't trust people that

they see online because there's a lot of

for lack of a better word Shenanigans so

if you are completely transparent with

your intentions and what you're trying

to do in your Marketplace they're going

to trust you more trust breeds

confidence confidence breeds sales take

for example the fact that you're still

watching this video the very first thing

I told you was that this was an ad and

that I was going to try to sell you

something but you're still here why

probably because of that transparency I

don't think it's because of my looks now

the second big secret is this always

always always try to make your ads

actually help people whether it's a paid

ad or any type of marketing try to make

it help your client get the most

important thing in the world and that is

what they want see our customers our

prospects whatever we want to call them

our Marketplace they're really not

concerned with us they're not concerned

with our credentials they're not

concerned with whether or not we look

cool or drive fancy cars all they're

ever really thinking about are three

things number one what they want number

two how they get it number three what

life is going to be like once they have

it so if your marketing actually shows

them and genuinely helps them get what

they want what's going to happen well

trust is again going increase trust

breeds confidence confidence breeds

buyers if they are confident that you

can help them they're going to be more

likely to buy from you so I recommend

the oldest trick in the book which is to

demonstrate you can help them by

actually helping them it works pretty

good the third big secret is to make an

irresistible offer make the way that you

present your products so good that

people just can't help but say yes I'll

give you an example so you're watch

watching this ad probably because you

want to sell more things online here is

an example of an irresistible offer

right now you can get four complete

courses about marketing showing you

exactly how to do just that for $4 and

this isn't like one of those tricks

where it's $4 and then you get build

like a zillion times or whatever

literally it's four complete courses for

$4 the first one is called the ultimate

offer blueprint and it shows you exactly

how to structure a presentation so that

you can convey the value of what it is

you're selling in a way that makes sense

is convincing but isn't like high

pressure or weird now this is a complete

video course where I walk you through

the creation of a presentation and I

give you a workbook with fill-in

theblank slides so you can create your

own along with me so if you've ever

wondered like how do I actually sell my

stuff and if if the idea of creating a

sales letter or sales video like this

one or a web or anything like that seems

intimidating the ultimate offer formula

is going to cure that now the second

course that I'm going to give you is

meant to be taken after you complete

that first one because it'll make your

sales presentation work better is called

Advanced persuasion tactics and in this

training I share with you a method

that's called clo stacking so here's

what that means whenever you make an

offer say you say okay I have this thing

and it costs X and you can get it by

doing this whenever you do that what

happen happens in your prospect's mind

is they start rationalizing whether or

not they should make that purchase and

they're really tuning you out in that

moment so if you just end your

presentation by okay here's how much it

costs and here's how you can get it

thank you you're probably going to sell

some but you're also going to be missing

out on those people who are in

analytical mode and they've tuned you

out but if you stay with them long

enough their brain will get out of

analytical mode and it'll come back and

it'll focus on you so with clo stacking

what I teach you how to do and this is

in this Advanced persuasion tactics

training is I show you seven ways to

restate and resell your offer in the

same presentation what this does is it

compounds the power of the very

presentation itself and makes it work

better the third training that you're

getting again all of this really is $4

the third training that you're getting

is called Power positioning what this

does is it helps you determine and

control control how your Marketplace and

your potential customers feel about you

and what they think about you before you

ever try to sell them something the

reason this is important is because if

they already feel like they know you

like you and trust you they're going to

be way more inclined to buy from you

when they finally hear your sales

presentation or read it or whatever than

if they didn't have that perception this

is the difference positioning is the

difference between companies like apple

and companies like Microsoft companies

like apple have raving fan customers I'm

one of them like super customers that'll

stand outside to get the new version of

the iPhone that looks just like the old

version and then you've got companies

like Microsoft that sell computers

what's the difference between the two

it's positioning so if you want to

create raving fans instead of just

customers it's important to really get

that positioning dialed in that's what

you learn how to do in that third

training the fourth training and again

you're getting all of these for $4 the

fourth training is called the six magic

steps to scaling big online it's

designed to help you with the three

major areas of focus that you need to

have and order to go from startup to six

figures or from six figures to seven or

from Seven figures to eight and Beyond

online those three things incidentally

are your thinking your systems and your

processes and by the way this has

nothing to do with motivation or

anything like that this is more about

okay what parts of the business really

matter where do you really need to focus

on and the reason that's important is

because when you have the right stuff

that you're focusing on it allows you to

create systems and processes that let

your business run without you and that's

how you get a business that will provide

you and your family time Freedom so

those are all the four courses that

you're getting today for just $4 and of

course this wouldn't be a marketing

video nor would it be a very cool offer

if I didn't have a bonus so in addition

to all of this I'm also giving you a

mystery bonus that's liter Al worth

$1,994 and the reason I say that it's

worth that is because thousands of

people have purchased it from me over

the years for

$1,994 but you can have it for free

along with these four courses when you

take advantage of this offer today and

you can do so by clicking the link

somewhere around this video I hope you

enjoy these trainings and I hope that

they benefit you I certainly enjoyed

making them for you and I really

appreciate you watching this video ad

again my name is Frank Kern and I look

forward to seeing you soon