This Will Transform Your Marketing Strategy | Step By Step Guide Based On $635,000 Advertising Test
Summary
TLDRIn 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
- π‘ The speaker has invested over $635,000 in a single ad framework, demonstrating its effectiveness for sales and fame through helping others.
- π The ad framework is shown to be profitable and is shared step by step, emphasizing its simplicity and effectiveness.
- π― 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.
- π The 'and you want' framework is used to connect with the audience's desires, such as 'more customers' or 'a bigger brand'.
- πΌ The speaker's own ad is described as 'absolutely horrible' in appearance but highly effective due to following the framework.
- π A simple script formula is provided for direct sales, emphasizing the Aam's Razor principle of simplicity.
- π€ Building trust and familiarity with the audience before pitching is crucial for better sales outcomes.
- π’ The speaker advocates for 'radical transparency' in ads to build trust with the audience.
- π The ad includes an irresistible offer, such as four courses for $4, to entice the audience and demonstrate value.
- π 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
π‘ 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.
π 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.
π 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.
π₯ 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.
π 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.
Mindmap
Keywords
π‘Ad Framework
π‘Sales Process
π‘Opening Statement
π‘And You Want Framework
π‘Here's What I Got
π‘Aam's Razor Principle
π‘Content Marketing
π‘Call Out Framework
π‘Educational Content
π‘Irresistible Offer
π‘Transparency
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
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