The Power of Framing Your Sales Message

The meaning we give to something depends on the context in which we see it. Power persuaders control the context of their message. Let me show you what I mean.

If I offered to give you ten million dollars to jump out of an airplane without a parachute, would you do it? Continue reading “The Power of Framing Your Sales Message”

Surprise Hugs and Surprise Kisses

“For [a product] to surprise me, it must be satisfying expectations I didn’t know I had.”
Paul Graham, Made in USA

So I actually titled a business article on a marketing website “Surprise Hugs and Surprises Kisses”!

Trust me, I’m going somewhere with this… I promise.

I am daddy to two of the sweetest little girls in the whole world (yes, I’m slightly prejudiced. 😉 ) My oldest is 3 1/2 and when I leave the house in the mornings I always ask for a hug and a kiss. About 6 months back, she put a twist on our little goodbye ritual… Continue reading “Surprise Hugs and Surprise Kisses”

The ‘Secret Sauce’ of Product Launches

Every time Jeff Walker does a launch of his “Product Launch Formula” course, another round of intense discussion begins about the topic. Mixed in with all the ‘is it worth the money‘ arguments, there are also hundreds of conversations going on about what makes event-style product launches work in the first place.

You are about to learn the super-secret psychological triggers that are the rocket fuel that blast product launches through the stratosphere. Continue reading “The ‘Secret Sauce’ of Product Launches”

Is Your Order Button Doing It’s Job?

Some very basic tweaks to your sales page’s order button could have a dramatic effect on your sales.

Marketer Perry Belcher has put together a little video that shows the order button that he has developed for use on his sites. He also explains every component in detail along with why it works and his testing results.

Watch The Video: Continue reading “Is Your Order Button Doing It’s Job?”

Decoy Pricing for Increased Profits

The “asymmetric dominance effect”. That’s the fancy name for a pricing tactic called decoy pricing which can radically increase your profits per sale.

Imagine you have a product that sells for $17. You also have a premium version of the same product that sells for $47. You get the occasional sale for the premium version, but most people opt for the low cost version. How can you get more people to trade up?
Continue reading “Decoy Pricing for Increased Profits”

Secrets To Maximum Profits From Every Sale


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Getting visitors to your website is expensive. It costs you time to get natural traffic from search engines and it costs you money when you use Pay-Per-Click advertising. Once a visitor is on your site, you need to make as much profit as possible from each sale in order for the whole process to pay off for your business.
Continue reading “Secrets To Maximum Profits From Every Sale”

First Look: Frank Kern’s Crowd Control Course

I purchased Frank Kern’s Mass Control course back in early 2008 when he did his first big launch of the course. As I sat in my living room – American Express card in my hand – after charging nearly $2000, I felt a twinge of fear. That ‘little voice’ in my started talking…

…”you just wasted a huge amount of money – sucker.”

We’ve all been there at some point after making a big purchase – wondering whether a fast-talking salesman just picked our pocket or if we actually made a smart investment.

Fortunately, the little voice was WRONG this time. Mass Control turned out to be an amazingly good investment in my marketing education…

…and my investment just got a whole lot better! Let me explain.

The latest relaunch of Mass Control is a new physical version of the course (the original was delivered online.) One of the new bonuses added to the package to ‘sweeten’ the deal is a 3-DVD course called Crowd Control. I was starting to regret investing in the first version of the course (because I wanted this bonus), but that was a short-lived feeling…

…One of the great surprises that has come with being a Mass Control customer is that Frank Kern continues to add value to my original purchase well beyond anything I was initially promised.

Shortly before the latest Mass Control promotion, I got an email from Frank Kern announcing that all original customers of Mass Control would be getting a free copy of the new physical version of the course when it came out (he didn’t even charge for shipping the 10 pound box of materials.) So…

…I also got a copy of Crowd Control!

As I write this, I just got through watching the first DVD in Crowd Control and I am completely blown away.

The primary objective of this course is to teach you how to use powerful (and subtle) psychological persuasion techniques to sell to people in live environments and through online video.

The teaching method used in the course involves Frank showing a presentation he gave as an object lesson. He outlines what his persuasion goals were for the presentation and then breaks it down by explaining exactly what he does at each step of the process and why. He describes a technique, explains how it works, and then you watch the next part of the presentation where he uses it in front of an audience or in an online video.

If there was ever a doubt in my mind that Frank Kern is a brilliant marketer, the breakdown of the Core Influence presentation that he uses as his first example would have killed it.

I remember the first time I watched a recording of the Core Influence presentation. It looks like Frank Kern is giving a loose and (somewhat) rough presentation to the crowd at a marketing seminar. But, it turns out to be an intricately engineered experience. Every gesture, every story, every question has a specific purpose for being there and the Crowd Control course explains it all.

The next DVD in the Crowd Control course focuses on translating those live event techniques to online videos – which figure prominently in the Mass Control system.

Previously, I had seen another impressive video where Frank broke-down a sales letter and explained how and why each component worked. This presentation followed the same process as that earlier video and I found it to be a powerful teaching approach.

After watching this DVD, I am completely loaded-up now with an understanding of concepts like anchoring, pattern interrupts, and trance inductions and how to use them to create powerfully persuasive videos.

Crowd Control is an impressive educational resource that could easily stand on its own. It does not provide the same type of step-by-step systems as the Mass Control course, but it explains some incredibly powerful concepts in a way that lets you see how you can put them into action yourself.

Frank Kern continues to add huge value to the Mass Control investment I made (he just started a ‘List-Getting’ video course online as well that’s equally impressive). Every new training course he releases pulls back the cover on the techniques he actively uses.

Learning exactly how Frank Kern persuaded me to make that $2000 investment in Mass Control back in 2008 makes me glad he is so good at what he does (and that I don’t always listen to that little voice in my head!)

Mass Control Feedback from a Satisfied Customer

The hype for the Mass Control 2.0 launch is hitting a fevered pitch, and lots of people are searching the Internet for honest feedback about whether this product is worth the 5 figure price tag.

I am a member of Dennis Becker’s Earn1KaDay marketing forum and was recently asked by one of the other members about my opinion of the course. I think the response I gave would be helpful for anyone who is on the fence trying to decide whether to buy this product.

Continue reading “Mass Control Feedback from a Satisfied Customer”

What To Sell During A Recession: Part 2 – Little Luxuries

There has been a tremendous response to the first article on what to sell during a recession and it has sparked a number of interesting conversations. One of these conversations revolved around the topic of how people who have filled their lives with luxuries like expensive cars, clothes, club memberships, etc. satisfy their urge for luxury when they lose the means to support the habit.

Continue reading “What To Sell During A Recession: Part 2 – Little Luxuries”

How To Build An Internet Marketing Cult of Your Very Own

Do you want to know what a marketing cult looks like? Search out your closest Apple Store and go take a look.

The latest version of the iPhone was plagued by severe problems that would cause customers of other products to abandon ship and look to another company with a better product. But, even the most dissatisfied customers are keeping their phones because they are the ‘best designed’ phones available and ‘Apple makes the best products.’
Continue reading “How To Build An Internet Marketing Cult of Your Very Own”