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36112 Responseshttp://blog.mindvalleylabs.com/case-study-we-test-out-frank-kerns-mass-control-marketing-on-200k-people/361/Case+Study%3A+We+Test+Out+Frank+Kern%27s+Mass+Control+Marketing+on+200K+People2008-02-10+21%3A20%3A39Vishen+Lakhiani to “Case Study: We Test Out Frank Kern’s Mass Control Marketing on 200K People”

1. February 11th, 2008 at 9:04 pm Weekend + Monday Roundup from 2/9/08 - 2/11/08 | semvironment

   […] Case Study: We Test Out Frank Kern’s Mass Con­trol Mar­ket­ing on 200K Peo­ple — A “must read” post from the week­end. I am a firm believer in build­ing a good relationship…this is a very small glimpse of the poten­tial this method has. […]

2. February 12th, 2008 at 5:45 am Jason Conway

   hi Jason here,

   I just wanted to say thank you for this blog post­ing. I have received many an email about mass con­trol and if the above listed email changes are just a brief exam­ple of what is in the mass con­trol pack­age then I would have to say that it is extremely impressive.

   Just by read­ing the changes in the email exam­ples, I have already thought of some ideas about chang­ing the way in which I email about my jv events that I con­sis­tantly con­tribute to.

   Thank you again.

3. February 16th, 2008 at 10:05 pm Lee

   Interesting…and I don’t doubt your results one bit…but how does the MC approach dif­fer from the tra­di­tional “hey dude” style of email­ers we’ve seen for years?

4. February 17th, 2008 at 11:31 pm vishen

   Lee, I think the essence of what’s going on here is that the sec­ond email speaks to the reader as a friend and not a “per­son to sell too”. It’s the frame of mind the writer is in when com­pos­ing the email.

5. February 18th, 2008 at 1:34 pm Sandy

   This just proves there is noth­ing new under the sun.

   I first started in direct sales nearly 40 years ago. I was trained in a tech­nique called “The No Objec­tion Sale”

   Basi­cally you spent a large pro­por­tion of your call get­ting to know as much about your poten­tial cus­tomer as pos­si­ble, you asked lots of ques­tions to find out what they needed and what they wanted and then you closed your book and chat­ted to them like a friend.

   You then told them that you would go away and look at every­thing that was avail­able and return when you found out the best pos­si­ble prod­uct for them as a friend. You then con­firmed with them what they were look­ing for and returned a week later and pre­sented your find­ings in the man­ner of one friend to another.

   I fol­lowed this faith­fully and for five years had 100% sales to calls ratio.
   Unbe­liev­able, I hear you cry. Well it is gospel.

   How did it finally go pear shaped. The com­pany I worked for sold out to new own­ers who reck­oned they knew how to sell “prop­erly”. ” None of this two call nonsense!”

   I had pre­vi­ously earned more in a month in direct sales than I had as a senior man­ager in indus­try in 12 months.

   From the day I was told to fol­low the new sales style until I finally let two years later my sales to calls ratio fell from 100% to 23% and I barely made a living.

   I tell this tale because online direct sales has very much in com­mon with off line sales. Except on line sales is where off line sales was 20 years ago.

   So it is nice to see that some­one has finally realised that if you treat a poten­tial cus­tomer they way you would treat your best friend you get supe­rior sales results.

   Who would have believed that?

6. February 18th, 2008 at 3:54 pm Kim Stacey

   Bril­liant! I couldn’t agree more; build­ing rela­tion­ships always brings greater suc­cess. Our list mem­bers are highly respon­sive, because we cul­ti­vate rela­tion­ships with each of them. When they write with ques­tions, we respond quickly, with delight at the oppor­tu­nity to serve.
   Each of them knows we are deeply con­cerned about their suc­cess, and they can be con­fi­dent in that ‘sup­port­ive’ ele­ment in the relationship.

   I love that you’ve been able to quan­tify the obvi­ous ben­e­fit of rela­tion­ship mar­ket­ing in such a dra­matic way. Thank you!

7. February 18th, 2008 at 4:59 pm Clint Lenard

   Guys, I think what’s funny is this…

   This is so BASIC, but I believe that once you start mon­e­tiz­ing from your lists, you lose site on what works to keep peo­ple trust­ing you…

   I know that List Build­ing was one of the last things I learned in Inter­net Mar­ket­ing, and Mass Con­trol is just a sim­ple tac­tic that you’re taught in the begin­ning… yet, you com­pletely for­get about WHY those peo­ple will actu­ally pur­chase from YOU, anyway.

   When I was a Car Sales­man (sales asso­ciate), they wanted us to prac­ti­cally attack any “up” (some­one who walks onto the lot) and make sure they did NOT leave before the Sales Man­ager got their shot at them… I even­tu­ally got fired because I respected peo­ple and knew that they didn’t want to be treated as a Com­mis­sion, but rather a per­son. The vet­er­ans of that Busi­ness DO make money, the same way as the vets in this busi­ness… but they lose peo­ple on their way up.

   When I was fired from that lot, I ended up at another smaller deal­er­ship sell­ing USED cars… FOREIGN cars, and my old “leads” found me there and pur­chased from me. They still trusted me… I treated them as a human and not a commission.

   Unfor­tu­nately, too many peo­ple are wor­ried about the best months ever, rather than the best years down the road.

   I’m def­i­nitely not impressed with what I watched on Mass Con­trol. Does it work? Well, yeah! It’s com­pletely log­i­cal, but basic. It’s not magic. It’s not sci­ence… it’s sim­ple psychology.

   While we were being trained by ex-FBI agents who were teach­ing us what a Cus­tomer was really think­ing when they were rub­bing their ear lobes, scratch­ing their nose, the way they stood, etc… I was learn­ing about HOW TO TREAT THE CUSTOMER the right way… guys like Joe Girard were OLD SCHOOL and didn’t care about how cus­tomers acted… he cared about what they WANTED.

   A list is the same way as a set of leads… you can cold call all day, but where is it going to get you? Build a Rap­port, then send them what they’re look­ing for.

   It’s not expen­sive or too time con­sum­ing to give away your own Spe­cial Reports that WILL help the peo­ple on your list. They signed up because they’re look­ing to fix the prob­lem they have with _____. Give it to them, and don’t stop just because they haven’t pur­chased once, or haven’t pur­chased 100 times. If they’re on your list, treat them with respect and give them what they want.

   Mass Con­trol is just another prod­uct that you’ll waste money and time on, in the end, in my opinion.

   Clint

8. February 18th, 2008 at 6:44 pm Wendy

   Your exam­ple email is excel­lent. I’ve been notic­ing a few mar­keters try­ing to put Kern’s lessons into action. Some are suc­cess­ful, and oth­ers are com­ing off creepy.

   Yeah, creepy like the half-drunk, com­plete stranger who puts his arm around you at the bar when he asks if he can buy you a drink.

   Maybe they’ll get it with a lit­tle more prac­tice. But, do those half-drunk guys at the bar ever learn?

9. February 18th, 2008 at 10:48 pm Debi

   Kern is spot-on about folk’s email mind­set and how chang­ing your approach can change the qual­ity of your land­ing from bumpy to smooth as silk. Your email invit­ing me to this blog post is another good exam­ple… and look, I’m here… and I’m doing what you asked me to do… as a friend!

   Another thing about the #2 Email is that it makes me feel more as if the time I might spend inves­ti­gat­ing the offer is intended to ben­e­fit ME, rather than the sender. I receive these tome-like, salesy emails and just shake my head and hit Delete. Don’t these folks real­ize that if you’ll waste my time and/or atten­tion it only fol­lows that you’ll prob­a­bly waste my money, too? That hits on a cou­ple more Kern-nals of Wis­dom: 1) rise above the noise and be dif­fer­ent; and 2) help folks decide they want your stuff instead of con­vinc­ing them.

   Some of those Mass Con­trol tech­niques are the best thing since warm, fresh-out-the-oven, unsliced bread, don’t you think?

   Thanks for the invite!

   Debi

10. February 19th, 2008 at 11:04 am Payal

    I had tried almost the same thing, writ­ing in a more friendly man­ner. Just for records the com­pany I work with is a man­u­fac­turer of Agri prod­ucts and I am work­ing in the Mar­ket­ing team.
    On and off we send these mail­ers to com­pa­nies in other coun­tries with our com­pa­nies intro­duc­tion, leave apart replies I hardly got any read receipts. Later I started writ­ing the same facts in a more friend­lier man­ner or so to say in the Mass Con­trol Mar­ket­ing man­ner, but then my boss did not approve of it and told me to stick to basics. Instead what I did was I changed the 1st para which is the key that decides if the buyer is going to read fur­ther or not and bang on I could see the change in the num­ber of hits and replies.

    Look­ing for­ward to learn loads of new things from you guys.

    Cheers,
    Payal Mulchandani

11. February 24th, 2008 at 2:10 am G.Sreenivasa Rao

    I enjoyed the arti­cle. Now, inter­net peo­ple are talk­ing fun­da­men­tals. I felt happy to know the value of a small coher­ent list.

    Rela­tion­ship is a func­tion of two peo­ple, their expec­ta­tions, situation,needs, and capac­i­ties. It takes time to start, build and con­tinue rela­tion­ship. In any rela­tion­ship, both have to grow. Oth­er­wise, one find another inter­est­ing and stim­u­lat­ing partners.

    If some one writes really from heart, then peo­ple respond more favour­baly. How­ever, once again, the fun­da­men­tal aspect comes into pic­ture– the trust fac­tor. Can I trust my mar­ket­ing guru? He sees me( I have not seen many female gurus) as a present buyer or poten­tial buyer. How would I see him– he expects me to see him as a guru, expert etc, not a seller, although the inten­tion of sell­ing is there all the time.

    If I don’t trust my mar­keter, can I trust his mes­sage. Results are func­tion of many fac­tors, and how just one fac­tor takes away all the credit.

    If my mar­ket­ing guru is rich, why is he keep sell­ing dif­fer­ent prod­ucts to all peo­ple, includ­ing me? If my guru is really a guru, he thinks about me first, later him, and later the prod­uct or ser­vice. How many self labelled gurus gen­uinely think like that? I don’t have sta­tis­tics and I don’t feel many are out­right there.

    Lan­guage is just one part of the com­mu­ni­ca­tion. Now, we may get prod­ucts of Copy write like Frank Kern– using his own emails as exam­ples. One fine morn­ing, we might get the tem­plates, the soft­ware, the audio course etc.

    In trust build­ing, actions count more. Chang­ing the expec­ta­tions count more. One mem­ber of the rela­tion­ship should be more will­ing, open and shar­ing. We all love real life sto­ries, the sor­rows, the fail­ures and vic­to­ries. Almost all inter­net mar­keters show me that they are suc­cess­ful, and earns in mil­lions. None of them really tell the pain, agony of fail­ure, learn­ing and get­ting once up and get­ting the sweet taste of money, recog­ni­tion and respect and above all sat­is­fac­tion of pub­lish­ing a book that with­stand the fads and time.

    In the end, we are all human beings. We respond to the per­son­al­ity more than the copy. If I like him, I like his mes­sage most of the time. If I don’t like his mes­sages, at some point I may respect him, and at some later point of time, I may even hate it.

    Many of the gurus are not really inter­ested about the world also. Some of them give offers for 12/24 hours– to increase the so called urgency– and by the time some one in India opens the mail, the offer is gone. I could not under­stand one thing– is is just plain igno­rance or I don’t care atti­tude because I have many mem­bers in my list. The ulti­mate test is– How one treats one who is far and entirely dif­fer­ent from you?

12. July 23rd, 2009 at 7:21 pm http://insideroutline.net

    Frank is great and I have read alot about him. His ideas are amazing!

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