I’m going to cover some of the sneaky tatics used in this well executed Amish, Classic Kern Mass Control.

If you want to get the best training for marketing, just watch what the gurus are doing as they are using the latest tactics on you is what they are using. Frequently selling you what they did as next years course (1 year stale…). As a great plus, studying the material is free! even if you have to supply your own manual, but really given the amount of crap that most IM training consists of, it’s kinda like supply your own manual anyway.

Here are some I’ve noticed from this very well run campaign.

1) The sales process is getting more sneaky indirect: The first launch video was actually Frank Kern’s “State of The Internet Address” (278 comments) Amish and CPA was introduced almost like an offhand comment. No link mentioned, but priming the pump, because people are smart enough to be able to type a couple words into a web search (e.g. searching Amish CPA brings up his webpage 2nd hit)

2) Go Offline I actually got an hour DVD from Amish and Frank. I’ve actually gotten 4 mailings from Frank in my physical mail the last 3 months! All things are multi-k prices. Honestly I enjoyed a real DVD as I was unplugged from the PC + all the distractions that happens when I’m watching web video.

3) Go long but spaced out. All said and done I think I’ve seen about 3hours of video! across the various 6 launch videos each about 20 minutes. Contrast this to how much time you spend reading a sales letter if you read at all.

4) Train instead of Sell Each of the launch videos was talking and training in a highly replicateable fashion. Meaning anybody who watches the first 2 videos could clone the campaigns they showed. But they can’t clone the results for a few sneaky reasons they don’t cover. Two things they don’t cover is that they get a low cost per click based on getting so much traffic by leveraging all the tricks they know on the content network + banner ads. That the doubling of the profits was from the tool pruning and reallocating adverstising dollars. MORE money is made by pruning than by be getting more words.

5) Throwing away the Sales Page Note that they are skipping the sales page in favor of the adrenaline pumped infomercial…that’s what it is! The only thing it’s missing is the phone number to call now. The copy is littered with lots of hot buttons “get’s results, does it for you, delivers on a silver platter”. as any good tool pitch should do. I expect to see more of that in the future.

6) the product isn’t the point. This shows how the industry is changing. Like the game of monopoly as many people are trying to get a single roof over their head people in the game 5-8 years have teams of 10-20 and $250K tools looking to build their own networks.

But this is great, Amish can be relaxed about the pitch, as he is not scarcity minded…he doesn’t need the sale and people can pick up that. Amish and Jay’s real reason is they are trying to launch a CPA company. That way can give away all this stuff as in the long term they make way more money off the CPA company and obviously if the are able to do what they give away in the videos are doing better than 98% of the affiliates out there. This is a sneaky tactic, Frank calls “Low Self Esteem Success Chance” meaning in this case if the campaign was doing $500 a day, most people would be perfectly happy getting 10% of that, which seems ‘doable’.

7) Always Do the Unexpected. If you say you get 5 things, give them 1-2 extra. If you say that the official start time is noon, create an early bird list, and then email the evening before claiming to “test the servers”.

8)ASSEMBLE + TWEAK rather than CREATE which not a tactic for marketing, it’s a somewhat non-obvious tactic that isn’t used by most. great it largely leverages things that already exist, reducing the risk. A common failure I see is people either creating 90%+ everything from scratch in a vain attempt trying to be original, or creating nothing (PLR junk). This is a common problem people think they need to create so much website, database, products, when most everything has been done to some degree already. What exists is the best to start with for split testing as it takes a lot of work just to exist and be found.

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