What They Don't Tell You About Selling Online: The Lead Magnet with Frank Kern LIVE!

0:00 if you're going to gamble you better do it on a sure thing whether you're looking for the diamonds executive VIP or premiere experience hotel accommodations are limited so you better place your bets fast and get ready for what is truly going to be an extraordinary experience the 10x growth conference 2020 in Las Vegas reserve your seats false start so he's counting me off he's like 5 4 him like okay and we like know to like alright and then and now finally we're live nothing but professionalism today here at the card and Kern lead magnet show my name is dr. Frank Kern attorney-at-law chief engineer with NASA

0:45 retired once again Guinness Book of World Records record holder for the most fake titles ever used in the introduction of a show and what we're gonna be talking about today is what they don't tell you about selling things online itself I'm so hypee it sounds like something like like a news trailer like you're in the middle of watching Law & Order and then they're like commercial for the news comes on they're like what they don't tell you about selling things on the internet story at 11:00 but you know what there is a lot of stuff people don't talk about it about us selling things on the internet so let's get right into it because this whole selling things online is a bigger deal than that then we might realize so I'm gonna show you today how it actually works now before we begin let's see if I

1:30 got the right number in my mind nataly's telepathically beaming it to me if you need any help with your ads if you need any help with your internet campaigns give your main man Frank a holler at ah dang it three oh five eight six five eight six six eight hot-diggity three oh five eight six five eight six six eight only heard it seven million times whatever reason if I'm off-camera I can remember it when I'm on camera I can three or five eight six five eight six six eight if you need any help which yo marketing on the internet or any other kind of marketing I actually been doing it for quite some time okay so here's the deal about how things are really sold online doesn't matter if you're a brick and mortar business doesn't matter if you sell pizzas if you're EECOM if you're a coach

2:16 or consultant you're an attorney every single customer has something called ladies and gentlemen a customer a customer journey that was grant always write so well on this thing it doesn't cooperate with me I think that the board likes grant better than me in K so every customer's got a customer journey now in typical marketing parlance if that's the right word man you guys are missing some impressive acrobatics right now Johnny's trying not to trip over the myriad of stuff we've got going on and typical marketing parlance it's not the right phrase Natale parlance it's not a word I think that's an entree I'll have the parlance please but no no chives in typical

3:02 marketing parlance customer journey means what happens after the click like once somebody opts into your funnel or whatever in the case of our conversation this means what happens before somebody ever buys something from you did you know this is according to the all-knowing Bureau of Statistics it's not really anything called the Bureau of Statistics I was doing some research over the weekend I was laid up sick had a cold couldn't do anything so I had to sit around watched pretty much every episode of black mirror ever made and then started researching stuff online turns out that the average consumer it takes them 22 days to pull the trigger on buying something between the time

3:49 they first see an ad this is an eyeball a little creepy looking to the time they finally buy it takes some 22 days to actually do something that's one average and some industries are longer like automotive I think it's something like 90 days and financial services it's even longer but as a general rule you're like you know on average 22 freaking days now that in and of itself is very very eye-opening because a lot of people when they first start marketing and selling things online that way okay I placed an ad it's been 30 minutes am i rich yet like God doesn't work you know then I've been doing this so long and consulting people so long and I have this group of people I talk to you every other week and constantly I'm getting the same

4:35 question which would be something like hey I spent $100 and I drove you know 50 visitors to my site and nobody bought anything what do I do right well part of the culprit here is the stuff just takes time it's on average it's 22 days from the time someone first sees your stuff to the time they buy stuff all right but here's what's really eye-opening here's something that people don't talk about on average during this period of time I'm gonna draw my eyeball again here it's just a creepy-looking eyeball but whatever here's what happens they see on average let me check my notes to make sure I'm giving you the right data 32 touch points from the brand aka you the person selling stuff will refer to you me as the brand okay so the consumer

5:22 sees an ad 22 day period here they're getting 32 touch points before they buy now old school folks would be like oh okay that means you're emailing them 32 times right no that's not what that means it means that on day number one they might see a facebook post all right touch point number one touch point number two is they might go to youtube and watch a video touch point number three is they might read a tweet it's just the weirdest phrase to me tweeting doesn't just sound dumb and it still sounds dumb I mean I know it's like it was a important part of a marketing mix by the way speaking of tweeting do you know that our boy grant cardone tweets

6:08 on averaged 17.1 times per day because I analyzed what he did by the way if you want to participate in reverse engineering how grant built a big-ass brand on social media go to Cardone Kern comm /live that's Cardone Kern comm /live this coming Saturday the 6th of July that noon Eastern Time me and old G C are going to go live teach you how to build a great big old brand on the social media so anyway touch point number one Facebook post touch point number two you too touchpoint number three a tweet touch point number four a linkedin ad or article right and then they might see a Facebook ad and then they might see an Instagram post then they might get an email then they might get a bit they

6:55 might see a banner and then they might just type the damn domain in and just literally go to any browser and type in your site comm and finally buy something so over it of course at 22 days they're seeing on average thirty two of this type of stuff in most cases so what does this tell us all right well number one it tells us if you're expecting to put a dollar in today and get rich by lunchtime tomorrow you're listening to the wrong people that are setting those false expectations right marketing and advertising it's a long game right you want to get your money back out as soon as possible obviously but they and it

7:42 takes some time now average consumer twenty two days the second thing that's selling us is we got to be everywhere right you can't just go and be like okay I'm gonna run an ad it doesn't work that way if you look at what I do if you look at what grant does you can't get rid of us you know I've had people that are like dude I see you so much everywhere in social media that like I think I see you on the street now because I see you so much and I'm like I'm not sorry that means the system is working okay it's supposed to be doing like that right so we got to be all over the place that's the second thing that you can take away from this the third thing you can take away from this and this is now we're gonna get kind of heavy right is in the real world of internet marketing you need to be multi-channel multi-touch and

8:29 multi-channel oh by the way I got more stats for you let's see 90% of people and that little diagram I just gave you 90 percent of people are cross channel meaning they see ads on multiple channels whether it's YouTube Facebook Twitter Linkedin the regular internet or whatever 90 percent of people are seeing your stuff on multiple channels now we're dividing we're defining a channel there's like a Facebook or by YouTube's plural or an Instagram or whatever okay but check this out 67% of them see your stuff on different devices so when day one they might be looking at you on their laptop day two they might be like checking you out on their iPad day three they might be looking at you on their iPhone while they're standing in line and Starbucks

9:14 are driving hopefully not and then finally they might buy from you on their iPad or in their Chromebook or whatever 67 percent so we've got this situation now where the the public and the consumer they get so much information that it takes some twenty two days on average to gestate into that becoming a purchaser and thirty two different touchpoints using multiple devices everyone's got a smartphone everybody's got a computer most people have a tablet as well right so it's really just just all over the board and what this means is you got to be two things all right I'm the channel you got to be on all the channels and you got to be omnipresent

10:05 if you're not you're losing out all right if we know that behaviorally hey this is how it works average person 22 days 32 touches and you're just on Facebook and you have like one ad and that's it you're leaving out the overwhelming majority of potential customers that you could have in your business right other thing is if it's taking them 22 days buddy you got to be in their face all the time or else someone else will write so it's either you they're your competitors you have to out do your competitors no thankfully most people are horribly lazy and they don't really do anything you know once again by the way if you want to learn how to do this and really be omni-channel and omnipresent specifically on social media head on over to me look at that it just showed right up on the screen there head on

10:51 over to Carter and Kern comm /live me and a fella that you might know his name's Grant Cardone he's delightful man young man in his early 30s he and I are gonna be teaching you how to grow a great big old brand on social media while selling stuff at the same time that's Cardone Kern com /live we're teaching that live this Saturday July 6th if you miss it of course you can have the recordings mama didn't raise no dummy we know you don't want to have a recordings we're gonna give you the recordings and nine thousand nine hundred ninety one dollars worth of bonuses when you enroll I know explain it to him ain't that something now Natalie I heard the phone ringing well tough okay so I just wanted to be a peckerhead and no I'll go ahead and take the I'll take the call assuming it's an easy question all right Jordan and New York what's

11:38 happening no this is dr. Frank Curtin the one with all the fake credentials what's that mean you know we're good we're given the house in the way pretty much do please tell me that you actually are crazy Jay real estate is that real is that your actual brand Lee no no that would be so great it would be great I would do the voiceovers for you for free there you go go CEO question what you want so I run a multi-platform advertising we do Facebook we do the Google we do the YouTube we do all that good stuff but

12:26 you know as you may I'm sure you've probably heard Facebook is getting rid of some specific average targeting for their advertising for people that are get you know when in housing for housing advertisements and that directly effects my facebook advertising so I have my yo customer honed in on Facebook I know what our angel you know who I resonate with and I want to know you know when all this targeting goes away on Facebook for me even though I am multi-platform you know Facebook a lot of bread and butter for me so how do I stay in touch with my ideal client even though Facebook is taken away you use good old-fashioned intent-based branding and

13:12 you use other channels as well so I'll address both of those things and Ted Bates branding works like this instead of going to a tiny tiny little narrow market up dudes who live in New York who are between 20 and 39 who are unmarried and they're paying a lot of money for rent or whatever we can't do that anymore so now we just have to go with people who live in New York who are between a certain age and gender or whatever and you show those guys content and the content I like video best the content basically calls out to them it makes it to where it would only be logical for someone to watch it if they were your perfect customer so I don't really know much about real estate and all of that so I'll just kind of come up with a different example let's say we're selling dog training and we want to go to the entire world and we want to

13:58 create content that's only magnetic to our perfect person and our perfect person is going to be someone who owns an older dog in the older dog has now become incontinent for some reason I'm totally just making this up right but I'm trying to get kind of weird and random just to show you that this applies to weird and random stuff as well as mass-market so the content might say something like hi you know if you've got a dog and you really love your dog but the dog has gotten older and as a result of becoming older it's now incontinent here are five ways you can help clean your rug of the stains or whatever now the logic here is the only person who would watch that thing is going to be the person who you want the most someone who actually has an old and incontinent dog so now once they've watched it and we can set it to where you're tracking and actually Facebook

14:43 tracks whether they watch three seconds 10% 10 seconds all the way up to a hundred percent we track all of that kind of stuff and if someone engages with it and any level we consider those people to be part of a now warm audience and this is now your true target market and we start showing those dudes more content and we also show them classic direct response ads these are the ads that have the pictures and tell them what to do and all of that kind of stuff so the content originally it now becomes the filter alright so the people they gonna watch it unless they're your ideal people so you really really make it very specific to your ideal person your second thing you want to do besides this strategy is you want to do programmatic and we do a lot of this in the agency

15:29 specifically with brick and mortar people who that come to my studio who did is that grant cardone coming in here she causing problems me I'm drawing on the white man he's been waiting for me to erase it y'all about to see the y'all about to see the wrestling match happen all right so here's what programmatic means all right programmatic is essentially the rest of the internet and what you can do my good man is you can do something called list retargeting I'm just gonna say list Rhett there because this is easier you can go out and you can buy the MLS list for example and you can upload it into a system a programmatic system and you can start showing those people banners you can show them videos

16:17 you can even show them ads on their television programmatic also will allow you to do search retargeting so if they go to google for example and they search for I don't know cheap apartment in New York City or whatever or if they go to Google and they search for cheap apartment but they're within a certain geographic area you can start showing them banners and videos and retargeting them and that is probably a better play for most businesses like yours than social media in and of itself is because it's pretty cheap so so you're saying you're saying the content needs to be more you know intentional towards one's arguing and probably doesn't have zero attention paid to the programmatic answer by the way like the programmatic a is the better thing to do but yes

17:03 going back to intent based branding the content yeah you make it specifically for that perfect person but you show it to like a broader audience because you you know you can't filter anymore because they're taking stuff away with the logic being alright only the perfect person is gonna watch this and then you re target the people who watch it so it becomes your filtration device and that's how intent based brain works yeah all right put that in your pipe and smoke it up there New York with dates right crazy Joe man I wish it was really called crazy Joe's that'd be so great I would totally if anyone has crazy in their business okay I'll make this offer to you it's gonna cost you 11 cents okay one-time offer if your business has the word crazy and it I will do the voiceover for some obnoxious redneck style

17:49 commercial for you for free because it'll be hilarious but I get to like really be obnoxious a and the 11 cents it has to be paid in full no installment plans are available on this okay so back to the 22 day user journey right I'll tell you a story tell me if you can relate to this most of us are in a situation that within reason we can buy whatever we want right I mean we couldn't go by the Empire State Building or whatever but like most people if you want something you can go get it right so I had this thing happen where I was at the Apple Store I'm at the Apple store one day I'm actually at the Apple store on New Year's Eve right and I'm like I got to spend a bunch of money so I can write off this damn equipment so I can hopefully pay less taxes so I'm standing around everyone else had the same idea I

18:34 never ended up buying anything by the way because no one would take my damn money Apple get it together I'm standing around I start looking at the new iPad like huh this is exactly like the current iPad I have except it looks slightly different and it says new on the box gotta have one right I mean if you've noticed this really it's the same freaking iPad but anyway so I go and I make up my mind I gotta get one of these iPads I go home and start looking at iPad reviews looking at like comparing like should I get the bigger one should I get the little one I didn't get a frickin iPad until damn April of this year and it was when a client actually gave me one as a gift I finally got one and we all do this do it with cars do it with everything right so what do we do okay what's the cost of action or the course

19:19 of action thing number one I'm gonna give you some steps to to follow in terms of how to like really crush it in this environment where we know 32 touches in 22 days holy we got to be everywhere number one consistency of offer all right so you need to be making your offer all the time right so when you're watching this show you're either hearing me say hey you want to learn how to build a big old brand on the social medias go to cardo and Kern calm /live and me an old grant cardone will show you assuming he survives the death match which will ensue after our show for him messing with me about the the blank whiteboard he's not around is he he's actually a pretty good shape I don't think I can take him I work out with him sometimes he's in like soo for human physical condition it's really embarrassing to me because he's a lot older than me but

20:05 he's still a better shape all right so that's thing number one thing number two you want to do a lot of retargeting okay retargeting is huge we have this kind of rule that we try to follow on our agency at Cardinal Kern comm and that is hey let's only show ads to people who already want your stuff so if they went and clicked on your site or interacted with your posts on social are clicked on an ad that's a behavioral indicator that they're pretty freaking interested it's worth following up with them over that 22 day period to give them multiple touch points show them more ads so you want to really really have a heavy emphasis on retargeting all right thing

20:50 number three is having easy to remember domain name now this sounds trivial but this is a shocker across the board for everything that I build promotions for the number one source of traffic for us type in you got to do it like that type in that means someone is literally they see the ads seven billion times they might hear me say Cardin Kern calm on the on the podcasts or whatever and then they go and they type in Cardone Kern comm number one source of traffic it's been number one source of traffic for Carter and Kern has been number one source of traffic or our branding class but number one source of traffic for my book for like every test I've ever done it for so you always want to be saying

21:36 or showing your domain name and it needs to be easy to remember right so don't make it like all-star Carpet Cleaning 2047 secrets of Ohio dot biz like that's not gonna work make it really really simple okay huge one huge one to do okay step number next is you want to do cross channel content next is a step and next is also a number alright und cross channel content so I take the call or go into the cross channel content you're telling me to take the call you got Natalie says all right she's øg øg Natalie those og strains will knock you out so they say what I can't believe you said that on camera Natalie we got an

22:23 ally though Dooley yeah hey what's happening man not a whole lot hey I just had a question okay is it easy I have I have this website that I built called you source mediacom basically it's like a YouTube content creator catalog and the reason why I'm calling because I was wondering this your guys's idea was the same as mine the wrong page well I don't understand the question sorry I just want to have something on the thing so grant doesn't get mad there we go okay so you got a site you're aggregating content there and then what's the question yeah basically click on these people's profiles and it shows like their Instagram or Facebook where people can buy their products

23:09 merchandising and all of that and then say Mediacom ok now I was wondering if that it's similar to what you're talking about well what are you selling and why would someone go to the site so I'm totally free the idea that I had in mind is get the Adsense and build a YouTube channel that's massive and then work from there but I got start from Ground Zero because I'm trying to grow get a lot of subscribers that way that way I can you know if you like Cardone and all these other people and try to help people out as well you don't understand yeah I do so the idea is you have a site it aggregates all this content and you're hoping that you'll be able to get a lot of subscribers and then sell them something later yeah yeah very

23:56 altruistic sounds good on paper until you factor in the cost of time and money to get the subscribers so when in terms of growing a business in any capacity especially online you got two paths you can take a long time and not spend any money on ads or you can compress the time and spend money on ads knowing full well by the way that spending money on ads can at first be a great big pain in the butt so if there's nothing to sell them right now then we're taken to spend money on ads thing completely out of the equation because you're just throwing money around right what's the point of that yeah but I can get all these big content creators to shout me out and then just start like a mass you know I'm talking about okay so in that thing all this episode like this episode we'll

24:41 probably get what do we get what are the downloads every month the thing like a million or something not per episode well you guys know per episode podcast so within 30 days this episode will get down with it about 20,000 people and you've just said your website two or three times and what it what's the site again you source mediacom okay so now we just said it again very clearly here's what's going to happen as a result of this not much so shout out shout outs really aren't gonna do much for you you need to have an offer and you need to have a sales process to turn somebody into a customer and then you need to have marketing that brings people into that sales process so content for the sake of content with no real strategy behind it it's altruistic it's cool to do you're probably going to help some people but

25:27 to monetize is going to be very very difficult so you got to find - sales like throughout the years man I've just been like struggling trying to find that same for beat it I just always I've been a filmmaker for a long time and I have two little girls I looked in the eye and I said I'm gonna be successful I don't care what it takes I'll be pursue that with somebody just to get it that's just my mentality great but I you know realistically we knows in the world where everybody's was thinking or low turns everybody tells me I'm crazy I'm not crazy yeah we'll just make an offer - so if you're good at making films like people are very very passionate about learning video editing and all that kind of stuff and there's all kinds of

26:13 editing software that's sold there's all kinds of editing tutorials that sold I've got a program that sells for two payments of $97 it's all about how to make videos that sell so take that knowledge and sell it but something must be sold my good man or else it's just content for the sake of content there's gonna be hard to make any money so you got to have you an offer so get you an offer okay what do you say we keep on moving down the line right because I got more stuff to share with you okay so thing number next just want you guys all to take note here that was not a blank whiteboard all right I love messing with him is you want to be cross channel okay so you want to be at least on your Facebook's

26:59 you want to be at least on your youtubes you want to be at least on your Instagram and you want to be on your Instagram TV now here's what we do over here in the glorious glittering world of cartoon car and it's both glorious and glittery okay we'll do a show like this one and while we're shooting this we're streaming this thing simultaneously to the Facebook's and the youtubes once this thing is over we're going to take the video footage we're going to spruce it up a little bit we're also going to put it on the Instagram TV then we're gonna take little snippets out of it that are 60 seconds or less and we're going to put those on the regular Instagram newsfeed therefore allowing us

27:47 to be cross channel from one piece of content furthermore this thing will also be turned into a podcast look if you're not doing this stuff you're missing out it's just the fact of life average consumer time - gestation from thinking about it to buying it 22 days 32 touches we can't do that just with a Facebook ad you can't do it with just an email list I mean you can sell stuff but you go sell a lot more stuff if you embrace this reality that we're now multi device multi-channel multi-touch multi-day multi week cycle a buying behavior all right so the next thing is and we're almost to the conclusion of today's broadcast is this you always want to

28:34 make offers all right eh-oh always make offers the amount of money that you get is going to be in direct proportion to the amount of offers you make the marketplace like that dude I was just talking to probably a lot of people like that guy he's got all these free content out there he's probably helping a lot of people not making any offers no offers means no money gotta make offers more offers you make the more money you make so on every piece of content you put out there you always want to make the offer even if it's something simple right so like I've hammered our webinar pretty hard today so I'll give you the scripting for that right so we're in the middle of making content and hey by the way if you really like this kind of stuff and you're serious about building a big brand go to cartoon Kern comm /live me and good old

29:20 Grant Cardone and we'll show you how to do it live on Saturday July 6 and if you miss it of course you're gonna have the recordings that's a nice easy simple way to do it I'll do it again for our agency right just to give you an idea of how simple it is to interject an offer into some content so we're talking yada yada yada you should always make offers and by the way if you would like our agency to get your offers in front of more people for you so you don't have to mess with it you can focus on doing what you do best just go to Cardone Kern comm read the little letter you see there and if you like what you see fill in the form and we'll set up a time to talk boom those were offers so I'm not saying you got to get on there and just pitch like crazy be like if you don't buy my stuff it's the end of the world you're all gonna die you just say hey I got this thing here's how to get it onward with the content we need to do this oh the time all the time not the cellphone

30:08 Network all the time here ADT Aldi time that's also a home security network dammit who's trying to trying to come up with something original can't come up with nothing original cainy even did it okay so the final one the final step is I want you to go ham just go am make content like a mofo our main man grant 17.1 I don't know what the point one is but I got this from the analytic software 17.1 Twitter tweets that's redundant there is no 17.1 tweets per day six point six Facebook posts per day one point nine Instagram posts per day

30:54 not including the Instagram stories which is like a million Instagram stories every day a little more than one YouTube video per day I guess they aggregate this by month I wasn't able to pull the LinkedIn data for you a podcast every freaking day every day a different podcast just so happens that he does all of that and he's got what do you know one of these damn things but it's real I mean I've never been invited on it so I don't know you know just saying I like to fly I like to travel you know we go to the same destinations grant you know geez if I had a plane I'd invite you on it does at least hang out you know like hey you don't just sit around on the plane and just sit there and the miami ii sweat to

31:41 death on the plane you know but anyway i mean that's why this dude makes so much damn money because he goes ham all the time so you really want to be doing this all the time right and so the big takeaway if anything really the secret take away from this the magic word and all of this stuff is if we know that from day number one when they first see you're you're out of your post or whatever let's just say an ad today number 22 they got to see a thirty two times the biggest strategy here is retargeting that's where you should really start focusing because we know if someone's going to interact with one of these things they're interested right if they're clicking the ad if they're engaging in the post if they're watching

32:26 the video on YouTube all your platforms will measure this stuff for you and just put people into a retargeting audience that's your big takeaway go hey I'm on the retargeting go ham on making that content and make a whole bunch of offers go what hey I'm up in here all right this concludes today's episode don't forget to join me and old G see Saturday July the six at twelve noon Eastern Time look I know you're gonna party on on 4th of July I'm not I never party obviously but you guys go ahead and party for me you'll be ok by the 6th of July come hang out with me and G C will show you how to build a great big ol brand on the social media while selling things at the same time ain't no point doing it if you're not gonna sell anything alright so we'll show you how to do it while selling stuff at the same time if you can't make it live you can get the

33:12 record nine thousand nine hundred and ninety one dollars in bonuses yours instantly instant access to this stuff when you enroll right now go to Carter and Kern comm /live my name is dr. Frank Kern attorney-at-law chief engineer at NASA none of those titles are real I'll see you on the next episode take it easy if you're going to gamble you better do it on a sure thing whether you're looking for the diamonds executive VIP or premiere experience hotel accommodations are limited so you better place your bets fast and get ready for what is truly going to be an extraordinary experience the 10x growth conference

33:57 2020 in Las Vegas reserve your seats while they last