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At the beginning of this year the virtual-hood was full of chatter about Frank Kern ’s Mass Control Launch. The doors to that launch are now  closed and as  no one can sneak in for at least another year – rest assured that this is no sales pitch. So it is just an honest review of the unassuming ordinary surfing dude with looks reminiscent of the 1960’s Woodstock crowd, who was then preparing the release of the 3rd Edition of Mass Control on the 16th February. It is  a launch campaign worth watching, studying and reviewing again and again because of the valuable lessons shared. Every launch henceforth will certainly be measured against that standard.

The plot of the opening video introducing the reluctant hometown anti-guru hero was well scripted as explained by no less than master internet marketer and cinematographer Andy Jenkins of StomperNet Fame. The old VW Combi Van, the surf boards, the bike in the background, the shots on the beach sandals and the banter about torn pants were not accidental, they were congruent with the storyline.

Did I actually say storyline? Yes indeed!

Frank is a hardnosed business person with his feet firmly planted on the ground. He has a keen sense of observation of human psychology and social behaviour, a subject normally associated with boring sociology and psychology lectures in colleges and universities. In Frank’s dictionary it comes alive and becomes social banter, something you can talk about at the beach, the pub,  at the dinner table and laugh about.

The difference between Frank and the university professor or your usual internet marketer salespitch approach, which both turn off their audience, is that he is  a natural master storyteller  –  the way we talk like – in real life when we meet friends and colleagues without concern for grammar or political correctness . The beauty is that real life stuff works – its the other formal contrived stuff which does not. After all isn’t it true that “facts tell, but stories sell”. So you could say that unlike most of us, Frank knows what business he’s in – the storyline is only a vehicle (to create a buzz about the product and to establish relationships) and not an end in or for itself as most of us treat our Blogs and Websites.

This is a sobering reminder and maybe disappointment for the millions  still believing the internet marketing pipedream perpetuated by internet marketers of blogging to riches. At least that is the conclusion reached by Daniel Lyons (the notorious Blog Author of The Secret Diary of Steve Jobs.  He explains why he is disillussioned and giving up blogging in the February 9, 2009 Newsweek article entitled “Growing Rich by Blogging is a High-Tech Fairy Tale” . If someone comes around telling you to fire your boss and start become a blog millionaire – just tell him “déja vu“.

Unlike most internet marketers, Frank Kern is frank with his audience and makes no bones about the fact that  in business “nothing happens till something is sold” and that he intents to sell something to us at some stage during the exercise when we feel we are ready. Stories told are vehicles to capture and hold the attention of audiences till they come to the conclusion that this is something they can relate to and want for themselves. Stories whether conveyed via email or Blogs and now social media are relationship building tools to provide information to help prospects come to conclusions when they are ready.

As said before, Frank Kern is master magician because like all magicians the is accompanied by assistants (stage props etc) repeating and reinforcing the core message of the magician, providing distraction when needed and redirecting the attention back to the main act at “magical” moments as the story builds up to its climactic end – in this case, most probably another personal best internet marketing launch benchmark – measured these days not in millions of dollars sold per year, month, week or even days but in the first few hours or minutes. The mark of the man is that the cast of assistants and stage props are big name gurus, who as peers acknowledge the skill of one of their colleagues.

Anything wrong with that – zilch, nada, nothinggggggggg – especially as Frank has mastered the art of making selling painless or as close as it can get. The launch campaign itself is a sort of common sense mini-MBA packed with valuable info on how to make money whenever you want – which anyone can use and apply in their own business even if they do not wish to buy into his product this time around. Usually this would invite the ire of many internet marketers accusing and insulting all and sundry not interested for being fence sitters and tyre kickers forgetting that it is your wallet and your money. Not so with Frank Kern.

Frank like the Zen masters accept that:

(1) most people do not buy things advertised to them,

(2) many might never buy, but

(3) almost all people buy something at some time.

He therefore stresses the importance of list building and provides a free lesson in how to do it correctly in order to develop a relationship with your list to be able to sell something at the future date when they will be ready to buy. His information is available to everyone interested but he is honest about the fact that he really wants to sell only to the top 1% who desire to have the product and who are going to go all out to get it, because they see the value in it.

This 3rd Mass Control Launch Campaign deserves to be a case study for every business school and entrepreneur as every detail including that innocent looking “simple” landing page holds valuable takeaways for big business as well as the small entrepreneur.

What’s Frank Kern’s Mass Control gotta do with wellness?

Everything –

It is  a lesson in  sound “Systems Wellness” management or the art of understanding the composition and structure of a “business system” in this case in order to infer conclusions about the best sequential steps to be taken to yield proven winning results. The approach is applicable and should be copied to deal with any life wellness challenge.

It is lesson in resourceful “Mind Wellness” management. Franks’s description of the fine line  between a winning (wellness) or loosing (sick) mindset in the infamous handwritten bird finger report is of great relevance to coaches and practitioners of wellness alike.

It is lesson in congruent “vocation wellness” management. Frank demonstrates that there is no contradiction between setting and achieving demanding business goals in any type of climate and enjoying a fun lifestyle experience at the same time.

Last but not the least, it is a lesson in what I would like to call a new paradigm in ethical internet marketing in terms of the way in which the  risk reversal is approached. The traditional approach is to say, “100% refund guanranteed in case  you are not satisfied”. Frank’s guarantee consists of teaching his clients a method which will earn the income in four days (his words not mine) to cover the $ costs (2k) of the course. That speaks volumes about the confidence of the man in the stuff he teaches – Someone not hiding behind the small print implying the exact opposite.

Who is that sage again, who said:

“give a man a fish and he will come back every day asking for more … but… teach a man how to fish and ……..”.

Great mentors throughout history had no fear about sharing  insights about the basic laws of  success as it applies to any life discipline… Frank Kern proofs that one can emulate them and still make a successful lifestyle business out of it.

By the 360wellnessguy.

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