The Winners Are Slow (Klassic Kern)

Here's what's going on.

If your campaigns are not working well,

if your marketplace is getting too competitive,

and your ads are starting to crumble,

probably the reason why you're rushing the sale.

Transforming your business isn't about

doing a million different things.

It's about finding one big thing

and then leveraging that.

Frank Kern has been advising entrepreneurs

like you all day every day to do just that

since 1999.

If you want your next million, keep listening.

If you want it faster, visit frankcurn.com

Ford slash class.

Here's Frank.

They're stuck because they're rushing.

They're stuck because they're rushing the sale, dude.

Yeah, they have to quit rushing it.

It's perfect timing.

I'll use this.

I'll use this.

That could not have worked out better.

All right, here's the, my name's Frank Kern.

From Kern Branding.

We're an advertising agency.

We help larger companies are spending a lot of money

on ads make the ads work better.

A lot of clients come to us because they're spending

a lot of money on ads and they see they're working

really well and they wanted to work better.

That's a fun job.

But usually they're spending a lot of money on ads.

Used to work great.

Now it's not working that well anymore.

Typically, the number one culprit is they're rushing the sale.

Here's the deal.

This is like put here perfectly.

So in any given market, let's say this big bowl of

eminence or life savers rather represents like your

market, okay, that you're going after.

Here are the people who are ready to buy it right now.

Here are the people that are ready to buy in the next

like 60 days or so, 90 days, whatever.

And then here are the guys that are ready to buy.

And let's say the next six months to a year,

we'll just make this a little bit bigger, all right?

Here's what's going on.

If your campaigns are not working well,

if your marketplace is getting too competitive

and your ads are starting to crumble,

probably the reason why is you're rushing the sale,

you're going after these folks right here.

This little pile of life savers, you guys will not

believe how strong the men smell is right now

from these.

Anyway, everybody's focused here, right?

They're like, hey, you're ready to buy something.

Give me money right now, give me your money right now.

Of course, nobody likes to see that, right?

But which is the bigger pile here?

This one, if we know that these people

are going to be making a decision in the next 60 days or so,

doesn't it logically make sense to get in front of them,

give them something valuable so you can demonstrate,

you can help them by God forbid, actually helping them.

So when they're ready to make the decision,

you are the person that they go to.

Of course, it does.

What should you rather have, 50% of this pile

that you're having to share with your competitors

or 50% of this pile that nobody's going after?

Clearly, this is better for us, right?

We would much rather have this giant pile.

So the question becomes, how do you get them, right?

The play isn't approached, it's called

intent-based branding.

Don't be afraid of the word branding here.

It doesn't mean throw a bunch of money around

and hope for the best.

Here's how it works.

We identify who these people are.

And then we ask the question that is really, really important.

The question is, what do they want?

And this really a way to lead in to finding a way

that we can demonstrate, we can help them by actually

helping them, and then we go a little deeper.

We say, okay, what are their frustrations?

What are their emotions around those frustrations

and finally, what do we need to demonstrate to be true

while they're in this phase?

So that when it comes time for them to purchase,

they will know that you're the best decision.

When you have the answer to those questions,

you use those answers as raw materials

for long-form video content ads, just like this one.

Then you take that long-form video content

and you run it as an ad just like this one

in front of the perfect person

that you're trying to demonstrate value to.

Now, how do you know if you're saying the right thing?

Well, when you're running long-form ads like this

on social media like Facebook, the media will tell you.

So, for example, I can go back into my ad campaign stats

and I can tell you exactly to the penny on average

how much it costs for me to have a complete stranger

to watch this entire video.

If that number is low, what does that tell us?

It says, I'm saying the right thing.

This part of the market here, they're resonating

with what I'm saying.

I should keep saying more of that.

If it's expensive, you shoot another video

and you go back to the drawing board,

but now here's where it gets really, really cool.

So, we can't just spend a whole bunch of money

just giving out free content all the time

and just expect sales to come in.

Although, a rising tide does in fact lift all ships.

So now how do we strategically and tactically start making

offers to the people who have seen your content?

It's really simple.

Facebook, Instagram, YouTube, whatever platform

you choose to advertise on, they will put those people

in something called a retargeting database

and you can actually segment that database

by how much of your content they've consumed

and then once someone consumes x% of your content,

whatever you deem appropriate,

that's when you start putting ads in front of them

that say, hey, I have an offer

that you might be interested in.

It's a very, very simple concept.

It is incredibly powerful.

Here's what's fantastic.

Most of your competition, they're over here.

They're fighting for these scraps.

This is largely ignored.

This is where your money is.

If you want to really, really grow your business

and really outperform the competition,

the money is here.

The money is in that middle pile

that people that are gonna make a decision,

sometime in the somewhat near future.

Getting in front of them, not nearly as competitive,

build that relationship with them

and you'll have a loyal prospect

and a loyal customer for years to come.

My name is Frank Kern with KernBranding.com.

I hope you found this video helpful

and like making it as much as I enjoy making it free

with these giant pile of life savers.

If you know anybody that might find it helpful,

please feel free to share it

until then, I'll see you later, take it easy.

Don't forget,

try out the more videos you are getting

in the bag when you are waiting for it.

Find the materials in the comments,

take a look,

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Don't forget to like, subscribe, and click on the bell.

Thank you very, very much.

Thank you, hey!

Take care.

Bye!

Bye.