There is a lesson to be learned from Frank Kern. Oh, never heard of Frank Kern? Only the most brilliant online marketer of the day. If you are online and into internet marketing, you have heard of him.
Recently on August 15th, Frank did a huge “giveaway” of his products. A box containing 9 DVD’s, a book, a special report and a newsletter for the cost of shipping!!!! Where, oh where did it go wrong? Interested? Listen up.
Frank used this as an ethical bribe for goodwill and to get people to buy his Mass Control monthly newsletter. He put together 2000 kits, which sold out in 1 hour. He even had people mad at him for selling them out so fast. Many people became paying monthly subscribers to Franks newsletter. So far, so good, right?
What went wrong? There was a HUGE problem. Some people were overwhelmed! Too much material. They felt that they had received so much material, that they could not keep up with the new materials that would be sent.
Here are the lessons Frank learned:
- Don’t make value assumptions.
- Don’t “Force” your values on your customers.
Frank’s Values:
- If Frank buys something – The more the better.
- Give Frank everything you’ve got and he will lock himself in a room and he will learn it in a few days.
Customer’s Values:
- Prefer “Chunks” of information.
- Don’t prefer the more the better approach. Give a little at a time to learn and absorb.
Takeaway:
- Frank assumed that his customers values were the same as his.
- By doing this, Frank forced his values on them, instead of honoring theirs. This lost him the ability to serve them on a longer term basis.
- The information is set aside, while the customer deals with something a little more comfortable and less time consuming.
- If you are not in the business to help people, you don’t really have a business anyway.
- The people Frank overwhelmed, he did not serve them in any capacity. They just received a big box of stuff.
- Build your product with the end user in mind.
- Just because you like it does not mean they will too.
Frank Kern is a brilliant internet marketer with new information almost daily. If you wish to see this video click here on “Learn From My Mistake.” These are great lessons to take away and implement in your home based business.
I wish you great success in your home based business.
Thank you for supporting our site!
In Courage,
Debra Oakland
Founder of www.livingincourageonline.com
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Tags: "Learn From My Mistake" Video, Debra Oakland, Frank Kern, guidetohomebasedbusiness.com, Guidetohomebasedbusinessblog.com, Home Based Business, Livingincourageonline.com. Internet Marketing, Mass Control
[...] Learn From Frank Kern’s Mistake November 14, 2008 Debra Courage, Marketing & Branding, Motivation, Success, Time Management, Focus & Productivity, Videos There is a lesson to be learned from Frank Kern. Oh, never heard of Frank Kern Here is the original: Learn From Frank Kern’s Mistake [...]
Debra,
This article provides some sage advice. We can all identify with the passion of the things we do and how providing them in the way we feel is best will surely benefit the end user….
I love the lesson. In the new world of engagement working with the end user to find out exactly what they need, what their challenges are and then provide them with solutions from which they can choose will always result in success.
Great Lesson. Thank you! Nicole
Very usefull post.
Thanks.
P.S. I like your writing style.
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I read that post on Frank's blog. It certainly is an eye opener. In fact a friend of mine didn't but Mass Control 2 simply because he thought that he would be overwhelmed.
I bought it, incidently, and I think it's pretty good value overall although I would have preferred to see some extra detail in the written materials.
Kern is certainly brilliant at what he does, and despite his assertions that he knows nothing of NLP he is really a master in the field.
It seems to me that IM is getting more, and more, complicated and anything that simplifies what we're doing as marketers, and also helps us to act with integrity is a good thing.
Thanks for making this post.
Stephen