Decoding Frank Kern’s Method

Welcome back to List Building Lifestyle. I’m your host Igor Kheifets. Today we’re immersing ourselves in the world of crafting irresistible offers that leave your audience hungry for more. You see, in my line of work, running an agency means I’m constantly fine tuning my approach to promotions. It’s not just about shooting off those same old emails day in and day out. It’s about creating something truly special, something that grabs attention and drives action. Join me as we explore the two distinct approaches to promotions and uncover the secrets behind crafting those standout offers. From slashing prices to adding those must have bonuses. I’ll share with you the strategies that have transformed my marketing game over the years. So buckle up and get ready to take your promotional game to the next level on List Building Lifestyle. Let’s jump right in.

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I’m Igor Kheifets and this is the List Building Lifestyle, the podcast for anyone who wants to build a wildly profitable email list working from home. If you’d like to make six figures, travel the world and help people improve their lives in the process, this podcast is for you. I also invite you to claim a free copy of my best selling book, the List Building Lifestyle Confessions of an Email Millionaire at igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email swipe files, and traffic blueprints, visit www.igorsbook.com for details. And now it’s time to claim your list building lifestyle.

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With my agency, my Solo Ads Agency, you know, I pretty much email the same thing every day because the agency is there to provide a service. And that service is available all the time. Meaning like whether you approach my agency on the first of October or on the 15th of February, it’s going to be the same service. And that’s what an agency is – it’s basically a service provider. So think lawyers, architects or any kind of skilled professional, they technically have an agency. So if you’ve got an agency kind of offer where you’re just sitting there waiting for a client to walk through the door, then you’re just mailing the same thing endlessly. 

And I call them the castaway emails, because each email stands on its own. And they all basically go and promote the same thing. The only thing that changes is the angle you’re using with that particular email to promote that product or service. The other school of thought is what we do when we do promotions. Think Black Friday, think like your local dealer who’s doing like a weekend special. With a bonus or something, you know, basically you’re putting together some kind of unique and special offer that would usually not be available. And then you can run that for like a certain number of days, it could be seven days, five days, three days, 48 hours, whatever you decide the length of that promotion would be, for example, one of my favorite things to do is to take the product that I own that I create, and then do what I called a ‘four day cash machine promotion’. 

It’s a campaign I learned from Frank Kern many years ago, I think more than 12 years ago now. Basically, you take whatever the product you’ve got, you slash the price in half. So it helps if that’s a really expensive product. So you cut the price in half. And then you add a few more bonuses on top and you put together a page that basically says this product usually gets you know sold for like, say $2,000 But for the next four days or 96 hours, you can get it at half off plus these bonuses and then you kind of list you know, the bonuses there as well. 

Hopefully the bonuses are sexy and exciting to people and not just some lame bonuses, right? And so you run that campaign for four days because that’s the length of the offer, right? The offers available for four days you decide upfront, that’s what dictates your promotional length. Oftentimes you’re just deciding based on the offer, you’re promoting the product, you’re promoting the offer, the particular offer for that product, because one product can have many offers. Let’s say I have a product that I’m promoting and it’s a coaching, so, just last week I was promoting what we call ‘book arbitrage’. So it’s basically an opportunity, a coaching program that shows and the software that helps you make money by flipping used books on Amazon. So let’s say this is the product that I’m promoting. So it could be you know, sold for 1000 bucks, could be sold for 1500, it could be sold for 1000 bucks plus a subscription for the software that starts like six months down the road. So the same product can be flipped and sold in different ways. 

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If you will, under different prices with the different packages, different bonuses. And so this is actually one, in my opinion, one of the most underrated skill sets in marketing. And that is the offer creation skill set. You know, oftentimes I’ll look into an offer. It’s a done for you income stream that I can promote. And I’ll be looking and be like, this is a good product, right, but I still won’t promote it because the offer that the vendor put together, like the actual package, in which, you know, the vendor wrapped, the product is just not sexy enough for the market. Like I was actually consulting a buddy of mine, about a program he’s got. 

So he’s got a great program, it’s all about how to become a consultant, meaning you could be, you know, a consultant for two, three, maybe $5,000 a month to maybe two or three corporate clients, not like people clients, but rather like companies like big corporate bodies, and who for whom, like paying you two grand or three grand or five grand a month is peanuts, right? They spend more on donuts that they want to give their employees in the morning. So the program teaches how you go out and get on these corporate clients. And then you make like six figures, working part time, from anywhere and consulting those companies on something that you already know. Because we all mean, as soon as we hit a certain age, like 30, 35, 40 years old, we’ve all accumulated at least some kind of skill set. Even if we never worked a day job in our lives, we still have a skill set of some sort that is in demand for somebody. So or if we don’t, again, in the rare case that we don’t, we can learn a skill anyway, not my point. The point being is that it’s a great program. He’s got lots of testimonials, right?

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He’s a great teacher, his students are raving, but the package is just not sexy. The program was like 697 bucks, and the way it’s presented, it’s not sexy enough. So I was helping him to kind of set up the offer, if you will. And this makes all the difference because the product can be a good product but if the package you’re putting together meets the offer components, the price at which they sell bonuses, if it’s not like exciting to people, then they’ll just skip it because there’s so many other things grabbing their attention all the time. Like we’re not just competing against similar products and industry, we’re competing against everything else against like their phone going Ding… ding… ding… you know and getting likes. That’s competition too, because they’re immediately losing the focus and switching to something else in front of them.

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Thank you for listening to the list building lifestyle, get access to the previous episodes transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com. Also remember to claim your free copy of my best selling book at www.igorsbook.com. It explains how I made millions with list building starting from scratch. Plus, I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email swipe files, and traffic blueprints. Go to www.igorsbook.com now to claim your free package.