Frank Kern Convert 2.0 Book Summary
How to Create a Cult Following of Raving Fans and Repeat Buyers for Any Business
Frank Kern`s convert book is a marketing manifesto for modern day entrepreneurs.
People have been selling products for as long as civilization has existed but the differentiating factor between great salesmen and the ones we don’t remember are strategies.
Failing to relate with the behavioral changes of your target market can make or break your business.
Convert reveals some proven strategies that businesses can use to market to the 21st century customer.
The book walks you through a a psychological and tactical process for closing the sale with fewer objections and the least amount of customer resistance.
Actually, the foundation of the whole book is based of the fact that it’s easier to sell people stuff if they:
- Know you.
- Like you.
- Trust you.
- Already want what you’re selling …before you ever even try to sell it
There is a greater need for brands to relate with their target audience by speaking with an honest and caring voice.
People do not buy goods and services. They buy relations, stories and magic. -Seth Godin
Frank Kern’s convert book…
walks you through the 3 major steps for selling more products.
- Pre-framing
- Indoctrination
- Conversion
Here is a quick summary…
Pre-framing
If we know people are going to assign a label to you the second they see your stuff, then logically, it makes sense that we can actually influence in advance what label we want them to assign. In other words, we can help them decide in advance what something means. -Frank Kern
The foundation of all successful marketing campaigns is being in control of your brand’s perception.
You should never leave the first impression to chance.
It is greatly important to guide your audience’s thinking from the moment they see your product.
Great marketing starts with the knowledge that people form an opinion before they ever consume any content.
We might be encouraged to never judge the book by its cover but since it is human nature to do so; make sure that your cover is the best design.
Indoctrination
The best way to demonstrate to someone that you can help them is by actually helping them.
This is why the indoctrination phase is important in marketing.
Indoctrination is where you create a bond with the people who consume your stuff because you’ve helped them.
Conversion
Your core messaging pillars for conversion should be based on the immediate steps that 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.
This is the number one secret that top marketers use to close more sales.
Let’s take Grant Cardone as an example.
Grant Cardone’s audience are mostly people who want to earn more money and go to the next level of their financial journey.
If you watch a lot of Grant’s videos you will discover that he has 3 core messages that can take a person from no money to chilling with cash.
- You didn’t learn money right in school- The first message is you gotta get your money right. School will not teach you, traditional Wall Street guys will rip you off and many of Grant’s rants.
- Real estate- Now the man is educating his audience on the importance of buying multi-family real estate.
- Sales- The last core message is closing sales and making deals.
Your core messaging pillars are your secret for closing more sales.
Intent Based Branding
The foundation of the convert book is a marketing concept called intent based branding.
Intent based branding is the actual system that will accelerate the sales process by building a bond and relationships between you and your prospects.
You can’t sell anything unless you intentionally build a bond with your prospects and develop goodwill with your target audience.
The 30 days summit from ClickFunnels can help you discover great internet marketing strategies that other entrepreneurs are using to build trust and goodwill with their prospects.
Frank Kern
Frank Kern is an direct response internet marketing expert who has worked with some of the best brands in the world.
Kern is mostly known for his great advertising and copywriting skills.
He is the creator of some top internet marketing concepts like Behavioral Dynamic Response which is an automated marketing method that speeds up your sales cycle by customizing your marketing messages based on your prospect’s behavior.
Kern also introduced concepts like the 4 day cash machine and many others that have revolutionized internet marketing.
Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC.
