If you’ve been a marketer long enough — and you’ve tried advertising online — you’ve probably heard of Frank Kern.
When I first started, I thought he was one of those “gurus” that was profiting off of opportunity seekers.
I mean, he sold a lot of products… at large volumes and quantities… at an unbelievable pace.
I also thought he had a big ego. I mean, he called himself “The President of the Internet” at one point.
So I deliberately avoided him. I didn’t join his list, watch his vids, or even look at his sales copy…
…which was a WRONG decision.
I’ll tell you why in a bit.
Anyway…
Everything changed in 2019. I started following Frank Kern.
I even bought a few of his products because a marketer, whom I respect, actually hired Frank Kern and his team to fix their funnels. They paid him $10,000 for one month.
That’s when I decided to watch his vids, download a few of his stuff, and eventually bought his products.
And I was pleasantly surprised.
This guy’s understanding of direct response copywriting, marketing, and online advertising was on a whole other level.
The #1 thing he’s good at?
He knows how to predictably convert cold customers into buyers — which is the “holy grail” of advertising.
If you know how to do this, you’ll NEVER go bankrupt…
So I decided to look into it further. I wanted to know…
How does Frank Kern Effortlessly Sells His Offers and Influences the Masses.
So I decided to create post about it. 
[DISCLAIMER: What I’ll show you is only a quick glimpse. I only studied his marketing for two weeks.
So someone who’s been in his list longer, bought more products, and paid for his services may know more…]
What I’m going to breakdown is from a copywriter’s perspective who has been 4-5 funnels deep.
Alright?
Here’s what I discovered…
Contents
How Frank Kern Effortlessly Sells His Offers and Persuades the Masses…
#1 – Story-Selling
I haven’t seen Frank Kern’s copy when he started.
But now?
Wow.
His story-selling skills are on-point.
When you listen to a few of his VSLs, you’ll normally see the “Star-Story-Solution” pattern.
This is a framework Gary Halbert popularized.
But when I dug a deep deeper and watched a few more of his stuff (while hesitating to buy)…
Here are the elements that were always present in his VSLs.
1. Desire-Building, Socratic Questioning.
2. Future-Pacing
3. High-Drama or Dramatic Demonstration (Story)
4. Consequences of Not Succeeding (Builds Up Drama)
5. Subtly Invalidate other Options.
6. Show the REAL Solution.
7. Explain Offer using Metaphors
8. Price Justification.
There may be more.
As I said, I only started analyzing his stuff for a week and watched 4 of his back-end VSLs.
Now, this 8 by themselves won’t work unless Frank uses #2…
#2 – Pattern Interrupts, Pay-Offs, and Cliff-Hangers
I always wondered what kept me watching his VSLs.
I mean, it’s just his voice plus a powerpoint presentation.
The presentation isn’t even that impressive. It’s only black text over a white background.
But I kept getting hooked. I kept listening. I kept watching.
In my second listen, I decided to pay close attention. I wanted to know WHY.
The answer?
Pattern Interrupts. At the start of his videos, he always says something that catches you off guard.
It may be a fact. A question not normally asked. Or maybe even a joke that makes you smirk.
Nevertheless, it works!
Next is cliff hangers. You always want to know what’s next. He keeps you waiting and waiting for the next line.
And when the pay-off comes, it’s satisfying.
But when he decides to pay-off your attention, he hooks you again with another cliff-hanger.
This isn’t a new method. Andre Chaperon uses this on his emails. So does Ben Settle.
Frank Kern uses this on his VSLs.
#3 – Unique Voice, Tone and Personality
Frank Kern has this unique “hometown kid does good” kind of vibe.
His tone is always upbeat. Never down. Always excited.
And his personality is like a ray of sunshine. He’s always smiling.
Basically, this is his “attractive character.” This is his brand.
If you’re in marketing, you should have one too.
You attract the same people with the same values, villains, and views as you.
You attract who like you, want to be like you, or who are like you.
Frank Kern knows this. So he shows this in his marketing.
You see, prospects don’t buy based on what you say ALONE.
It’s HOW you say it. That means your tone, your voice, and your personality is IMPORTANT!
I mean, think about it…
If you have an offer that sells a new beginning, will you sell it in a slouched position from a prison?
Of course not.
Your message should fit your personality.
With Frank, it just shines through. It’s effortless. So the way he persuades is effortless too.
Now, the question is…
Do you know what your personality is?
How about your tone and voice?
Does it fit your message?
If not, then better re-work it so you can effortlessly persuade prospects in your next VSLs.
So that’s it.
This is how Frank Kern effortlessly sells his offers and persuades people to buy.
✏️ Story-Selling
✏️ Pattern Interrupts, Cliff-Hangers, and Pay-Offs
✏️ Unique Voice, Tone, and Personality.
If you’d like to use this in your marketing — but don’t know where to start — you can always send me a message.
However…
I’m almost always busy. And I only take 1-2 clients per month.
But if you’re willing to wait, you can apply to work with me here.
To Increasing Your Sales and Conversion,
Miguel Campaner, Direct-Response Copywriter and PLF Specialist
