What wisdom can we learn from an old Christmas carol? When it comes to the key to success in business, it turns out we can learn a lot! Learn why “good will towards men” may be secret to successful marketing and how you can make offers to your audience all the time while still adding value.

• If you flip the Christmas carol verse “peace on Earth and good will towards men” around, you may have the real key to success and happiness in life.
• When you take good will towards to men and add “success in business” you have something that is demonstrably true.
• Frank has been going live nearly everyday since December 1st, but he’s probably doing around 10% of what a real social media focused person would do.
• The posts are always trying to add value to the audience and build good will while subtly, and not so subtly, promoting Frank’s new book.
• He never really thought it would amount to much but it has resulted in over $35,000 in sales of the book. That’s just from putting out good content and making offers.
• Statement #1: Our income is directly proportional to the amount of good will you have in the marketplace.
• Statement #2: Our income is directly proportional to the amount of offers that we make.
• The question then becomes, “how do we make offers without messing up the good will we’re generating?”
• If you deploy the Intent Based Branding Strategy, you can accomplish three things: you can make offers all the time, you can simultaneously increase the good will in your marketplace, and you can grow the size of your audience and the power of your brand.

It used to be all about your email list. Now, email is becoming less and less effective every day with less people opening and clicking. So what’s an internet marketer to do? Find out how Frank is selling his new book Convert 2.0 using an alternate strategy that is even more powerful than email AND how he’s doing it without paying for ads!

• The death of your email list may actually be a good thing for your business.
• If you have been using email to market your business, you will have noticed that your open and click through rates have been declining consistently. Email has been gradually becoming less effective.
• Most people check their email on a mobile device, which means they probably won’t see your message.
• Gmail is actually now recommending users to unsubscribe from commercial email lists if they haven’t opened anything in a while.
• GDPR is making it very difficult to email people in Europe as well, so much so that Frank has removed everyone from Europe off his email list, and there is a good chance of something similar coming to the United States.
• Audiences are the new email list. Audiences are the people you can reach on other platforms like YouTube, Facebook, Instagram, and podcasts.
• Audiences are not the same as followers or fans. Your audience consists of people who have seen your content that you can retarget.
• Intent Based Branding is the strategy you can use to leverage these new audiences. The way it basically works is you create content for those platforms. Then, as people engage with your content, you boost the best performing stuff.
• Everytime Frank posts on a social media platform, he makes an offer that is surrounded by content.
• Frank’s reach across his social channels added up to over 15,000 people and the best part is that each piece of content that goes up stays online forever to constantly add value.
• A lot of the time, once someone watches one piece of your content, they will binge watch your other content. Everytime you create a video it becomes an asset.
• The important part of the strategy is to retarget the people that consume the content with more content and more offers.
• Your audiences on social media will likely be significantly bigger than your email list.
• When you create content everyday, you are creating goodwill in your marketplace. You are demonstrating you can help people by actually helping people. You are also adding value to the marketplace at the same time.
• Your business’s revenue is directly related to the amount of goodwill, value, and offers you have provided to the marketplace.
• People don’t get mad at you for making the same offer every single day if you wrap valuable content around it.
• Imperfect action is superior to doing nothing. You don’t need to look perfect or be perfect to start doing something.
• Just help people in your content and make offers.
• Consistency creates more reach and momentum.
• Don’t overthink it, just start going live and creating content and you will naturally get better at it.
• Email is going down, audiences are going up, and audiences work better anyway.

Nearly everyone goes about social media completely wrong, find out how to use social media the right way to grow your business and generate revenue that’s even more effective than email marketing. Learn about the completely organic strategy that Frank has been using to sell his new book, Convert 2.0, and why you need to think of your social media videos as assets instead of just one and done posts.

• The more value you provide to the marketplace, the more goodwill you establish and the more offers you make, the more revenue you generate.
• The good news about live video and social media posts is that they live on forever and continue getting viewed by your audience.
• Frank began promoting his latest class via live video social media posts and in only a couple of days, generated so much interest that he had to host a Zoom call instead of having his assistant book everything.
• Whenever you go live or create a social media post in this way, you are creating an asset that keeps performing.
• Frank takes the content he is creating on Facebook and splinters it out for other platforms like YouTube and podcasts.
• Anyone who goes to frankkernbook.com had to have come from one of Frank’s organic social posts. He did it this way to measure the effectiveness of the Intent Based Branding strategy. At the time of this episode, this particular book funnel had generated over $37,000 in revenue from just social and organic traffic.
• Frank started promoting his class on Dec 19th, and interestingly, the additional offer didn’t impact the sales of the book.
• Each piece of content is building momentum and the offer is able to live on in the future.
• Creating content is not something you do just for today. It’s momentum into the future.
• This is just the beginning of a strategy called Intent Based Branding, which the future of selling things online.
• It’s not about trying to build a big email list anymore, it’s about building a big audience and keeping them engaged.
• It’s not about the number of people who see you when you’re live, it’s about the people who see it later.
• If you make an offer that’s compelling and provides value to your audience, your brand will grow.
• The next step is to take the content that is resonating with the audience and turn it into a paid ad.
• If you want to take 2019 to the next level, Intent Based Branding is the way to go.

If you’re relying on email to build your business going into 2019, you’re in for a rude awakening. Despite what some marketing gurus want you to believe, email is dying. Learn about the new strategy that Frank has been using to generate over $50,000 in revenue in the past month WITHOUT using ads or relying on his email list.

• When you create content today, it lives on forever.
• Content on social media like podcasts, Facebook, YouTube, and Instagram will keep benefitting you over time, even if you don’t post everyday.
• Email is dying, the response rates on email is going down and you won’t be able to depend on it as a primary means of communication for marketing purposes.
• Frank is using a strategy called Intent Based Branding to sell his book on social media and he’s sold over $50,000 worth since the beginning of December.
• Between Dec 1 and Dec 26 Frank has sent out 28 emails to his list of approximately 80,000 people. Nearly every email he has sent was to drive people to the content he was posting on social media. The total amount of visitors generated from those emails was 10,651.
• Every podcast episode Frank has online promotes www.frankkernbook.com and all the social media posts during that period also promote the same link. No paid ads are driving people to that website. Social posts drove over 12,000 visitors to that website.
• This indicates that the response rate on the emails is pretty weak and that giving away free content on social media is more effective.
• All the traffic from social media is buyer-intent traffic. Each post is explicitly asking the audience to buy the book.
• Email isn’t going away, but if you’re depending on email to grow your business you’re in trouble.
• Intent Based Branding is how you can generate traffic, provide value, and build a brand and goodwill at the same time.
• A promotion, an offer, or a piece of content should be able to pay you in the future and not just today.
• Frank has stopped promoting the book, but people are still consuming the older videos and making purchases.
• If you want to profit off the content you create in the future, it needs to have two things: you have to provide value, which means building goodwill while simultaneously making an offer, and it needs to be consistent.
• When you do Intent Based Branding you build your brand, you build goodwill, and you build your revenue because you are always making offers. If you do it this way, when someone sees your offer they already like you and are way more likely to buy from you.

Discover the truth behind reaching more people with your content and selling more products. Here’s a hint: It’s not about how many followers or fans you have or how big your email list is. Learn the simple strategy Frank has been using to drive traffic and grow his audience without having to pay for ads.

• One of the things that people get hung up on is one particular pillar of Frank’s Intent Based Marketing strategy.
• You have to consistently make posts on social media every single day where you deliver value in whatever way you can while also making offers at the same time.
• The part people have trouble with is they think it works for Frank because he has such a large social media following. What they don’t realize is that there is no such thing as a big social media following because of organic reach.
• While it’s better to have many fans than none, it doesn’t really matter as much as engagement.
• Organic reach is basically dead.
• The name of the game is called engagement. It’s not about how many followers you have. It’s about how much engagement you drive.
• The Facebook algorithm rewards you for creating content that keeps people on the platform.
• The reality is it doesn’t matter if no one is watching you today. There will always be more people watching later on.
• If you do live video every day, you will see results. The worst that can happen is that you refine your message even if no one watches you live.
• Engagement and consistency - those are the magic combination.
• You have to get out of your own way and just give it a try. It’s free and you have nothing to lose.
• As a direct result of doing the live videos on Facebook, Frank has sold over $15,000 worth of products in one day from one presentation.
• If you see a bunch of people doing something and it’s obviously working for them, don’t listen to the voice that says it’s not going to work for you. Frank’s biggest regret is that he didn’t start doing it sooner.
• Building an audience that watches your stuff and that you can remarket to is the biggest opportunity online right now.
• If you do the exact same things you did in 2018, do you think you’ll do better in 2019? Probably not because marketing is always progressing.
• The videos you make today will live forever. People will watch them for years to come.

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.

Frank reveals the simple secret to true marketing success... and it’s probably not what you expect. Learn how to think about your ad spend the right way, even if you’ve never really spent money on ads before, by discovering the most important number in marketing.

• Sometimes ads are not the answer to creating new customers. Sometimes, it makes more sense to set up a process that gets additional work from your existing customer base.
• Frank relates the tale of a client who runs a traditional business that had stabilized and was now on the mission of acquiring new customers.
• Because Frank’s client was a local business, he recommended they test out the ‘click-to-call’ ad type. They started out with a small budget that worked out well, so the natural next step was to run the ads again.
• When people aren’t used to advertising, it freaks them out.
• Using a report that breaks down everything about your ad spend and associated ROI allows you to make better decisions about your marketing. Even with the report, it can be easy to think about ad spend the wrong way.
• The single biggest secret in marketing is math.
• The sole function of business is to multiply capital.
• You have to be able to focus on the return you generated from your ad spend than the money you spent. Follow the math.
• If you had a machine that every time you put a $1 in you got $1.90 back, how much money would you put in? The answer is as many dollars as humanly possible.
• Look at how much it costs you to do something, if it’s profitable keep on doing it.

Frank reveals how some of the most powerful and profitable marketing strategies are hidden right in front of you in plain sight. Listen to Frank as he explains the power of the two magic words that turn one offer into multiple offers and why being perceptive to your audience could be the missing piece of the puzzle for your business.

• The answers to nearly every marketing question are always hidden in plain sight.
• The first thing Frank asks new clients is ‘what is our objective?’ The second is ‘what assets do we have to work with?’
• Inevitably, each client says that something they did worked really well amongst a pile of other things that worked a bit or not at all.
• The question is always ‘why don’t you do the thing that worked really well again?’
• Most people only communicate with their list sporadically. Frank’s advice to those people is to do something outside of their comfort zone, typically to email their list three times in one week. The 9 word email can be extremely effective here.
• Don’t focus on what didn’t get done, you want to focus on what got done.
• The main objections most people have to emailing their list more often are: the list will get mad at them for emailing them so often, and they don’t know how to make the same offer over and over again without being boring and redundant.
• The average person gets 140 emails a day. They are probably not seeing your email at all.
• There are two magic words to the problem of being boring: “Reason Why”.
• Use the reasons why someone would benefit from taking you up on your offer. What are some clearly obvious reasons to talk to you?
• Explore a variety of subtopics related to your main topic that each go into your potential offer from a different approach.
• When going into a new market, you should build a warchest because it may take a while to generate a positive ROI.
• Use a number of different angles to explore your possible offer. Being perceptive and having fluidity with your marketing can be very profitable.
• Once you have an asset that’s effective at selling your offer, you should constantly be making content that is driving traffic to that asset.

If you’re trying to come up with a great offer to pitch to your audience, you’re going to want to listen to this whole podcast. Frank Kern breaks down the classic copywriting formulas and shows you why simpler is sometimes better. Stop staring at that blank page, use these time tested copywriting formulas to jump start your offer instead.

• “Motion beats meditation.” -Gary Halbert
• An offer made badly is better than no offer at all.
• Our income is in direct proportion to the number of offers we make. It’s also in direct proportion to the amount of goodwill we have.
• One of the most unpleasant things in marketing is staring at the blank page.
• There is a particular formula that has been working very well lately for Frank and his clients.
• “Sometimes the easiest way to sell a horse is to run an ad that says ‘horse for sale’.” -Jay Abraham
• A lot of internet marketing strategies may work well but they can be very hard to implement. Sometimes easier is better.
• Dog whistle copy is copy that is only relevant to people who want to buy your type of stuff. The dog whistle copy formulas are the easiest way to write copy without getting stuck.
• This formula works so well there is a series of photography books that use it in their titles.
• “Read this or watch this if you want big results” is a very effective formula.
• If you’re having trouble with your offer, it’s probably because you are having trouble getting started. This is where these formulas really come in handy.
• There are powerful phrases that you can use to keep your audience reading and watching including ‘because’ and ‘here’s why’.
• None of this is new, it’s been around for at least a hundred years. We get pretty caught up trying to get fancy on the internet, but if you do the basic stuff that has always worked and apply that to the internet, it works pretty well.

Learn the simple two-step process that you can use to make more money in 2019 while avoiding the biggest mistake that entrepreneurs make all the time. Stop focusing on your strikeouts, and instead, start multiplying your homeruns this holiday season and make 2019 your best year yet.

• The question that comes to mind near the end of the year is “what do I do next?”
• You’ve probably had some months this year that went really well and some that went not so well. As entrepreneurs, we always like to come up with new things to do and tend to forget about the stuff that’s already working.
• We also almost never forget about the stuff that didn’t work.
• You could make $10,000 today and that would be great, but if you lost $10,000 you would probably think about it for weeks.
• If you want to make 2019 significantly better than this year, the first step is to make a list of every month’s individual revenue in 2018, then look at your two best months and make note of them.
• Go into your shopping cart solution and look for the biggest revenue driver for those months.
• This will tell you the things that made you the most money in the past 12 months, at the very least then you’ll know what you should be selling.
• Next look at your CRM and look at the emails that you sent to sell those things, save those emails and set them aside. Finally look at the ads you used to sell those things.
• The thing to do next is to just do that stuff again. Run those same campaigns and ads again. Start with your best selling product first, then do your second best product and so on.
• Don’t wait weeks to send out your next campaign, take a day off and then start up the next campaign.
• This time of year is the best time to sell things because so many of us have been programmed to buy during the holidays. Don’t waste it.