Frank pulls back the curtain on operation BEAST MODE and reveals how he’s been using live video and organic content to sell his new book, Convert 2.0: How to Create Internet Campaigns That Sell. Learn why the number of followers you have doesn’t matter and what you should focus on instead and why the Intent Based Branding strategy is the most effective method of selling more of your products online.

• There are more ways you can make offers beyond just email, many of which are even more effective.
• Email is becoming less effective, but that’s being balanced out by other channels that are becoming more effective. Channels like podcasting, YouTube, Facebook, and Instagram.
• Frank began promoting his book on those channels in a way that could be tracked as an experiment.
• Besides generating a fair amount of revenue, the really interesting thing about this kind of promotion is the synergistic effect it has with the other forms of marketing you are doing.
• The first step Frank does is sit down and come up with a few different ideas that he can talk about. Then he goes live to Facebook and YouTube.
• There may be a better way to do something, but that shouldn’t stop you from doing something now.
• We tend to discount the number of views a video gets, but if you think about speaking to a couple hundred people in person, it puts those views in perspective.
• All of your videos are assets that can be leveraged over time.
• Once the video is downloaded, the next step is to take the audio from the video and create a podcast.
• Frank’s podcast manager went back into his library of podcasts and added in a small commercial that Frank recorded on his smart phone. This made all of his past episodes an additional channel that drives traffic to his book.
• Instagram fits into the whole plan by using stories that point back to the YouTube channel.
• Frank is no Instagram expert, but it has been effective for driving traffic to his book funnel. None of which is paid traffic, it’s all organic.
• Frank is supplementing his video content with organic and occasionally unrelated posts on both Facebook and Instagram.
• Even if you have a small following, start going live and putting out content. Followers don’t mean anything, even Frank started with no followers in the beginning.
• The trick is to go back and look for content that has been well received, and take it and run it as an ad. Then retarget the people who watch a certain amount of the video with other ads.
• Frank’s entire strategy is around Intent Based Branding. He takes content to strangers and then retargets them with more content and eventually offers.
• The offers can be in the form of videos or other content, the form doesn’t matter. The point is to create an audience you can put offers in front of.
• If people don’t watch certain videos, Frank will continue to create new videos on different topics and keep showing them to that audience.
• Frank discovered this process when his ads stopped working back in July. People started copying Frank’s ads which reduced their effectiveness so he had to come up with a way to advertise that couldn’t be copied.
• He started going live with video and that generated a ton of interest in Frank’s private client group.
• The answer to the question of “how many videos should I make?” is: as many as you can.
• The audience is the new email list.
• It doesn’t matter how many followers you have because your audience is who can show content to.
• This strategy done badly is still better than not doing anything at all.