14 (Invisible) Marketing Techniques.

Just because you didn't notice it, doesn't mean it didn't affect you...

I was tempted to just send an email that said:

“Here’s your 14 Invisible Marketing Techniques” and then leave the rest of the page blank.

Maybe on April 1st. Anyway…

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14 Invisible Marketing Techniques that you ought to get good at so you can make money

In your sales messages, it’s almost certain that you’re forgetting a CRITICAL conversion element.

Here’s what you’re forgetting:

“Goal Manifestation”

Simply put, your sales message must help your buyer Visualize what their life would be like because they’ve purchased your product.

And I’m not just talking about Testimonials either.

Testimonials are “Attention Retainers”. They are very good at what they do, but they’re not essential for conversion.

“Goal Manifestation” is.

How is this different from a “Fantasy Result”? Simple. A Fantasy Result is about Circumstantial Use of a product.

Goal Manifestation is about BEING the person whose life has changed AFTER the use of the product.

Pretty straightforward, right? Well, here’s the thing…

…You sort of need to make Goal Manifestation nearly invisible to your prospects.

So there’s that.

I’m going to show you how it’s done by way of example.

BUT FIRST

You’re going to need to watch the first 6 minutes of Frank Kern’s latest video here:

Frank’s Invisible Marketing Video

Watch right up to the point he starts drawing on the whiteboard wall then come back here.

Okay – in the first 6 minutes and 40 seconds of that video, there were 14 nearly invisible “Goal Manifestation” moments.

Fourteen. Did you notice them all?

Here’s a break down, in the order of their appearance:

Scene: Frank Driving in Car.

1 – IMPLIED WEALTH (DESIRE)

He’s driving a Porsche Turbo. At first, this is very subtle. The only clue is the Porsche Logo on the steering wheel.

My perspective: I’ve always wanted a Porsche. Since I was 15. And when I became an Adult, I still wanted one. But I didn’t want to PAY for something like that.

Frank did. He’s manifested one of my long-time goals. I can live vicariously through his Porsche ownership.

2 – LOVES LIFE (DESIRE)

Play Time FIRST, Business Second. Frank says that before he reveals the secret of creating money, he wants to take YOU to one of his surf spots and check it out.

My perspective: In Franks First Video, I found out he was a surf maniac. By his own admission, he’s a BAD surfer, but he’s so crazy about it, he’s got 30 surfboards. Meaning, he LOVES surfing. It’s special to him.

And he’s taking me along to see a place that represents a special part of his life.

I’m now part of the “Club”.

3 – CAUTIOUS AND CONSERVATIVE (RELIEF)

The Porsche is going 19 miles an hour. And he mentions that this car has 480 horsepower.

My perspective: Frank is a safe driver. Despite the temptation to rip a hole in the fabric of space-time with that car’s power, he’s Driving Miss Daisy. He’s in no rush, and he doesn’t take chances. I want to learn from a happy go lucky guy who owns a Porsche and didn’t have to take risks to get it.

4 – BALANCED PERSPECTIVE (RESPECT)

The Porsche has almost 1,900 miles on it. “I drive rarely”

My perspective: He doesn’t have to drive very much because he works for himself. His lifestyle lets him only drive that car when he wants to, and it fact, he doesn’t drive very much at all.

Also, even though I’m pretty sure that car is about $100k, to Frank, it’s just a car. It would be cool to be ABLE to own a Porsche, but not really care so much about it that you MUST drive it every day.

5 – (Note: VERY SUBTLE)

You’ll hear his cameraman mention that when Frank lets him drive the Porsche, his average speed is MUCH faster.

Two things here: First, the camera man’s statement about his speed just solidifies Frank’s position as a cautious driver.

And what you might be feeling here is that that “kid” is kinda irresponsible for treating Frank’s expensive car like that.

So, I’m kinda thinking that this camera dude might be a little creepy. He makes me care about and respect Frank even more.

(Now, in the “CLIFF Scene”, Frank pays this off like a true MASTER. Keep reading.)

Scene: Gate Entrance and walk towards Cliff:

6 – DEEP, EXCLUSIVE ROLODEX (DESIRE)

As Frank is walking towards the special surf spot entrance, he recalls a story about a time he came here with Jeff Walker.

My Perspective: I’ve heard of Jeff Walker. He’s the Product Launch Formula guy. He’s very private, and generally keeps to himself. But he chose to hang out with Frank, and Frank decided to take him to his special surf spot.

Have you ever heard this:

“Your income is the average of the 5 people you spend the most time with?”

Nice little exclusive club that Frank’s got going, eh?

7 – UNDERSTATED NEEDS (RESPECT and DESIRE)

Frank mentions he had on “His Other pair of Jeans”. He also mentions he only has 2 pair.

My perspective: He lives near the beach. He lives in Southern California. He surfs. Jeans must be his “Fancy Clothes”. He must wear shorts to “work”.

Who wants to wear shorts to work? Right, exactly.

PIVOT – So far, we know that Frank has a very nice car, is cautious, tolerant, and has very smart and successful friends like Jeff Walker. He gets to wear shorts to work, and puts his leisure activities before his business activities.

It’s nice to be Frank. But now, it’s time to humanize Frank because sometimes, having that kind of success can cause jealousy.

Notice what happens next:

8 – JUST A REGULAR GUY (Humanize)

The story of the split jeans. Frank rips his 2nd pair of jeans wide open on the way to his surf spot. He doesn’t get upset. In fact, he’s laughing about it when he shows you the actual split jeans (pretty funny trick with the elbow, eh?)

My perspective: Frank is not a magical being, free from the laws of physics. He’s just a regular guy, and his jeans rip, too. What I like is that he can laugh about it, and he wants to make me laugh, so he does that funny like hairy elbow in the jeans gag.

I like this guy. He makes me laugh.

9 – SELF-AWARE & FUNNY (Humanize)

After detailing how Frank was walking around mooning a bunch of kids on the beach, he catches himself and says “As you can tell, our videos are chalked full of usable content, um that’s something that you can use immediately to make more money”.

My perspective: Thus far, I’ve really been enjoying what a “Day in the Life” of Frank is like. And now, I really appreciate that he’s just called out his own awareness that it’s time to pay attention to me, the viewer.

And he made me laugh when he did it.

There is NOTHING more endearing that self-effacing behavior. If you can make fun of yourself AND include other people in on the joke, you’re creating an INSTANT BOND.

Scene: At the Cliff

10 – YES! HAVE FUN! (Humanize)

On the cliff, we learn that the wind is “not doing the surf any favors” but Frank also says, “This is still an awesome spot, we’re out of the office, we’re goofing off a little bit.”

My perspective: Whew. Frank likes to goof off, too. That means, in order to be mega-successful, I don’t have to work 24/7/365. It’s OKAY for me to want some time for myself. I don’t ALWAYS have to be in full-tilt work mode.

11 – PAY OFF from Earlier (MASSIVE Humanization)

Just as he’s about to start spilling the beans about creating desire and trust for your prospects, Frank warns his camera man that he’s about to step off the cliff.

My Perspective: First, the “tease” is brilliant. I’m ready to receive Franks information. He’s about to tell me and… he stops to make sure that his camera man doesn’t plummet to his death.

And, BTW, this is the same cameraman that I sorta thought was creepy because he abuses Frank’s exotic sports car.

Not only do I forgive Frank for delaying again (he was saving an employee from harm), now I also feel kinda “little” for thinking anything bad about the camera dude. Because if he’s worth Frank’s time… he must be worth mine.

Scene: Back at the Secret Headquarters

12 – SOUGHT AFTER (DESIRE)

Back at Frank’s beach front hideout, Tommy, who apparently is just a dude that Frank surfs with, has helped himself to a game of Asteroids on Frank’s full sized arcade console.

My perspective: People think that Frank is so cool, that they just come by to hang out with him. Frank is so laid back that he leaves his door unlocked so his surf buddies can stop by and use his place.

13 – WORKS HARD (RESPECT)

As Frank walks into his “Office”, the camera cuts away and shows that the sun is setting.

My perspective: Frank actually does work. And today, it looks like he’s putting in some extra hours so he can teach me some marketing secrets.

Yes, he may be surrounded by distractions and toys, but he’s clearly not lazy. He’ll do what it takes to get the job done.

14 – LOVES FAMILY (MASSIVE RESPECT)

On Frank’s Whiteboard (which is his entire wall – which is not only cool, it means he’s serious about white boarding) is a giant doodle from his 2 daughters.

My perspective: His daughters are involved in every part of his life. They’ve come to his office and used his office space to play.

Being a family man usually means having and taking responsibility. That’s a statement in and of itself. And it’s a good reputation to have.

I know that the last newsletter said there would 12 invisible marketing tactics, but when I went back and reviewed my notes, I saw that there was actually 14. Hope you don’t mind.

So, what can we take away for this?

First, keep in mind that this is all about Goal Manifestation. Frank has brilliantly engineered a series of very subtle messages that cause the viewers to bond to his lifestyle.

What he has achieved in his personal life is VERY appealing to most people.

• He has a measure of wealth, but he didn’t have to say he does.
• He is conservative and cautious, but didn’t make that statement – he SHOWED it.
• He balances work and play.
• He works on his own terms.
• He collaborates with other thought-leaders.
• He’s doesn’t consume money conspicuously. He’s kind of “understated”
• He’s a likeable, funny guy.
• He cares, even for riff-raff (BTW, I know his cameraman, Andrew – he’s awesome)
• He enjoys the company of others and doesn’t expect compensation for his openness.
• People want to hang out with him because he’s just cool.
• He does actually work hard when he needs to.
• He loves his family and includes them in every part of his life.

In short, “Being Like Frank” would be a good goal to have. So, I think I’m going to listen to him when he teaches me how to make money. Because it seemed to work very well for him.

That is the essence of Goal Manifestation. Frank becomes the living example of my own goals.

Remember, the key is SHOWING, not Telling.

I hate to use the phrase “Live your Life Out Loud”, but when you need to show your prospects, the very best evidence of success (by using ANY of the products you sell), is to show the life that has been affected.

Thanks for reading. This was a lot of fun for me. Reminds me of when I used to edit Feature Film trailers.

Andy

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