Category Archives: Andy Jenkins

List Control Launch- Observations

So if you’re like me you’ve probably getting bombarded by everybody, their brother, their dog with ticks and fleas all promoting List Control.  There is not a single link in this as I’m not selling it.  Just wanted to point out my observations.

First this Launch has had some of the largest bonuses I’ve ever seen some claiming to be  3x-10x the value of the product.  Probably because list building in and of itself is not rocket can be summarized by Frank in a single sentence:

Find what makes people happy, give it to them, and then sell them things that make them happier.

There are other list productions and email, to get to that point of being worth $2K means a lot has to be added on.

Ulterior motives central.

Prelaunch:

Four Day Cash Machine: while a solid tactic, note just how many guru’s promoting actually ran the offer recently?   This was part of Mass Control 2.0, in the ning forum a few people tried it, some had decent luck others got nasty grams from their list.  It really depends on how much rapport you have with your list, and how often you are communicating with them. If you talk like Frank then using his swipe copy is great, but if you don’t you may come across like somebody you’re not.  However it is a good tactic to have what I call portable products, that can be repurposed for different things. A stand alone product, a bundle with other things, a bribe in the future.

The CoreInfluence presentation,  which I found a -lifechanging- if  long-winded egocentric presentation, was originally to be shipped on DVD, but due to ‘production issues’, they just put it online, which is where the proving ground for the good karma machine giveaway in video 3 and the 476 double optins a day they cited as proof in the video.

I actually prefer online certainly don’t need another DVD copy (I have two already) but makes me wonder were there really production issues or was this desire to use the plugin and get the proof WAS the production issue? I don’t really care either way, just looking for truth in advertising.

While the plugin is a good strategy (a viral friend inviter, Frank private labelled).  How replicateable is that if the proof was gotten in this launch?  Launches are a form of inspiring temporary insanity (which is kinda what Launches/Mass Control are all about), much of the momentum for anything is riding on that.   When Elvis leaves the building can anybody just take the mic and stage lights to put on the same show?

The surprise bonus is  3 live days of training in San Diego, which will be filmed. I have been to Frank’s events before and they are fun, though Mass Control 2.0 was a pitch fest, getting people in the limited seats, makes those products prevalidated. You can hear the dialog in a quarter from now “these information was a sold out event, exclusive to people who spent $2K” so

It will force Frank to create 3 new products in the process, he gains the energy from the crowd so will do a better job, the DVD’s/videos will hopefully carry that energy.

Kajabi and the rise of the ASP.

The whole launch is running on Kajabi.  So again this launch (which say 500×2000 = $1Million EASY likely 3x that) . will be used, it wouldn’t surprise me if they have $50-$100Million in launches under Kajabi’s belt before they launch it..whenever that happens.  This isn’t a bad thing, but does make me wonder what’s beyond that.

Kajabi appears to be another step in the ‘growing up’ of the internet marketing community. The rise of the ASP (application Service providers).  In the tech space (where I come from) melting a server is likely to cost you and your team your job.  Here in the IM community though it’s viewed as a trophy of sorts as most don’t have enough traffic to even harm a host shared with 1000’s of others. So to the degree that Kajabi takes away that more power to them, and the better it is for this industry.

Kajabi has some interesting choices, I can’t tell if it’s good or bad.  They disallow people to put url’s in the comments field.  But given it’s a group of people that are all excited, all want attention, all are marketers, people just put the links in plain text instead.  Second where there are complaints or questions people reply to each other (even though there’s no notification). I understand that Kajabi is trying to keep the conversation on the topic of the lauch, but can’t help but wonder if they are missing the elements.  Slashdot and Digg have had this problem for years, in many ways getting on either of those sites is like a launch in the IM community, instant attention.  How they deal with trolls, questions etc via votes seems a less authorarian way to do it.

Magic Bullet System and Google Conversion Optimizer are also similar.

One of Frank’s core strategies

Do the opposite/unexpected, in the last video they changed from darks on whites, to lights on dark.

I’ve been thinking alot about Proof and Reputation lately.  I’ve noticed studying launch after launch that as

One of the facts that they pointed out was Frank made like $8-9Million last year. Mostly off of Internet Marketing related how to products, services (e.g. Mass Control Monthly at $10K/mo), consulting ($100K up front, 15% of results…on a launch like Magic Bullet this was a very nice chuck

Here’s another factor I use in my buying decisions.

Have I fully finished and gotten a return the products I already own.

Will the strategy work in my niche, e.g. Frank is celebrity based selling, might not work if you have a “I’ve got water, and they are thirsty” type product.

Is the information available in other places..odds are yes.

Will I absolutely have to have this information in the next month (when the training happens)

Will it likely be rereleased 6-12 months from now (e.g. List Control 2.0), might it be a better product then?

Could I use that $2K to generate higher ROI by using it on 1) more traffic, 2) creating products  3) hiring staff  ($2K is about 5 months of a high end Phillipino assistant, or 2.5 if you have 2-3).

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If you want the best bonuses for Video Boss 2.0, how about tools that will do the heavy lifting for you? Video Boss Training will turn you into a video marketing master, but it won’t do the work for you – that’s where my bonus comes in.  When you order through my affiliate link you will gain access to the $1M dollar automated video creation & promotion service that does everything for you, plus a killer WordPress video marketing plugin that you have got to see in action.

You can learn more about my bonus in this video
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Last year when I got Video Boss 1.0 I learned a bunch about video, but I saw with a partner that much could be automated so we did.  My automated video creation and promotion service that has been in development for over a year that does the heavy lifting for you. You give us text, we get you back videos, and video traffic, that simple, that easy.  Built by marketers for marketers, it’s taken over a year to develop, and close to $1M dollars, Right now you have to spend $5K -$10K to get access to this tool.  When you order through my affiliate link, you will also get the kick ass WordPress plugin that allows you to turn your blog posts into video with one click, and also rank video directly on your blog close to where the action is.

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Video Boss 1.0 Review..what’s in store for 2.0?

UPDATE: If you want access to my $1M Video Boss Bonus, check it out here.

So last year I took the plunge on Video Boss 1.0, while not perfect, it was a good investment that paid itself back shortly after getting it, I wanted to cover the pros and cons of it.

Over the last 10 years I have worked directly with Emmy award winning teams, Fortune 500 clients, on cutting edge video, in the very heart of entertainment: Hollywood.

Despite all that amazing experience, Video Boss’s training helped me realize: when it came to video marketing I was doing *everything* wrong. Which caused me to look a bit like this.


Shortly into Video Boss (even just the prelaunch content) I learned a ton about video marketing, and more importantly putting videos to use in generating money in my business. Like Video Boss is one of the only courses I’ve bought that actually paid for itself using the tactics they teach, actually in a very short time.

Video can be done cheap, without fancy tools.

This took me back.   Coming from the “real world” I’m used to the traditional video route where you have to use heavy weight tools, like Premiere and AfterFx, beefy machines, and HiDef cams etc.  After shelling out about $5K to get in the door every year another $2K  “tax” comes to get the next greatest version…which always seems to be needed if you work in teams as the file formats always manage to be half compatible.    To be honest I have kicked myself at times for spending this, year after year, as half the time buying into these monster packages, I use 1-3 tools, and never touch the rest, but Adobe is sharp in their packaging their pricing it almost always is cheaper to buy the whole set if you want more than 1 tool.

To contrast Video Boss teaches how to use common tools like Keynote, Powerpoint dialed up to 8 when most people stop at 1 or 2 to get what is easy to mistake for AfterFx work, without the labor.

Funny enough even as a “geek” I had never really even heard of Keynote. What made me really fall in love was it was with the near motion graphics quality when it was shown in the launch of Product Launch Formula 1.0 (which I didn’t realize was done by Andy Jenkins using Keynote and a old laptop).   I was so impressed, since Keynote is only available on a Mac so I plunked down $350 to buy a used mac mini off ebay (same could be had for $150 today…you don’t need powerful boxes for this).

Then I spent about 8 hours learning Keynote, creating 2 videos (one for an affiliate contest, the other for an offline client) ONLY using keynote and a USB headset,…nothing else gear wise was needed, keynote has a neat mode that lets you get record the audio and output to mp4. Then via a couple sales, I then made the money back on the training, AND the mac mini is a great home theater +music box that will be around much longer than the use of my Adobe software licenses.  Pretty good deal! Sadly that’s all the money I made using video as I realized that much of the workflow could be automated, so that’s what I’ve been working on for about a year now 😉

Want to really reach people with video? Drop the Hollywood Expectations, in fact don’t use video at all…

Another major problem I found in doing video, is having such high expectations, they really aren’t needed and in fact ..really get in the way.

You’ve probably heard the saying owning 20% of something is better than 100% of nothing, and that is true in video. Perfect video just never gets done, there is always something that can be done better…and really bad video is better than most good text, so 20% video I’ll talk more about is good enough.

First, we are seeing a shift in the world, Youtube democratized video, anybody with a smart phone is now a videographer. This is very empowering, if you have a passion, you now have a voice and an outlet to be heard, without years of esotaric knowledge or equipment. Videos with millions of views, are just passionate people being themselves, crappy camera, crappy lighting and crappy sound…it doesn’t matter. For example: Gary got 14Million views just by being goofy and doesn’t talk at all!:

What I found is by expecting myself to do polished work, I just never did any of it.   Running several companies in startup mode, it’s hard enough to break out the video camera, and never enough time in the day to fiddle with AfterFx as much as I’d love to, it just kept getting put off and put off and put off, till months would go by.

In the Video Boss Training learning how to Using tools like keynote and powerpoint you don’t even have to use real “video”… just slides with good enough content and some effects.   This was WAY easier, as it didn’t matter what I looked like on video, I didn’t have to memorize a script just read while the presentation played. I was able to find I could do videos in 1-4 hours by dropping the standards, and guess what…in testing these “ugly” performed better from a marketing perspective than some of the polished videos I’ve been a part of with emmy award, and I could create 10..to even 100 of them, in the timeframe of doing one the old fashioned way.

The Uglier the Video the better?!

The other revelatory thing was learning using a similar approach from Ryan Deiss in his “ugly video” sales letters.  Where using a similar no-video video got him 3x the conversions over the long form sales letter,and by being simple, there is nothing to get in the way of your message.

Ever watched a bad sci-fi show/movie and seen really unbelievable bad effects? Those that probably took millions of dollars to do and required talented teams months of research to get right but still looked bad.  Well guess what the same thing happens for normal video as well.  If you watch any amount of TV or movies you are unwittingly accustomed to multimillion dollar production baselines, which makes everything seem smooth and polished, anything half assed, looks like wanna bes with a crap budget.

The good news is by dropping the bar to simple text and images, and stock transitions, you can “get away with it”, there is nothing to trigger the high quality detector, In fact done properly it’s sort of hypnotic, like being a kid having a good read-a-long storytime.

All the Gear in the World won’t help unless you’ve got a good script…

This is one area that I thought was well worth it in the training as there isn’t much in the way of copywriting towards the unique aspects of video.  Basically if you spend $2K at a community college learning video, you learn the nuts and bolts of making video (usually with heavy tools), but you’ll never learn how to create video that generates sales.   Video Boss training has several formulas for creating scripts that sell. Like the “FAB” Formula:

  • Feature
  • Advantage
  • Benefit

I’ll bet they cover that in the launch video.

The Downside to The Video Boss…

Video Boss did have some things that could be improved, and hope to see in Video Boss 2.0.  For one there was a LOT of content, many modules, and as typical in these online courses it’s hard to know how much is there, how much is left, and  remember what you watched and what you haven’t., plus what you got out of it, and what you need to revisit.

I would strongly want a checklist and transcripts so it’s easy to skim and delve.  Video is great, especially in the hands of a entertaining master like Andy, but the essence can often be conveyed in text faster…plus reviewing it’s impossible to watch 40hrs of video multiple times.

What’s new in Video Boss 2.0?

It’s hard to say for sure as it’s all been so hush hush.

So as you know video boss 2.0 is in prelaunch  and I am putting a bonus with some of my video tricks, and …access to service that has been in stealth mode for months, that does ALL the work FOR YOU.  But between here and then I will have some other posts on video coolness. So stay tuned.

Have Frank Kern and Andy Jenkins been replaced by puppet imposters? Krank and Jandy?!?

See..Jim Henson was totally right, puppets aren’t just for kids.

I got a kick out of this parody of Frank Kern and Andy Jenkins. If you know them it will make you smile with the accuracy. Clearly an inside job… Got the blond hair, inside phrases and everything.

And it was done by an insider..at least partly. It’s Mike Koenigs’s team who is also based in San Diego.

Xraying this, I want you to take away from this video other than it’s funny. Funny is serious business.

1) Look and copy at the format in your own videos: Opening Branding animated element, clearly visible and readable logo in the top form a subtle call to action to click over to the site and find out more. Engaging content that is likely to be passed around. This *IS* an ad, but this is all under the radar because it’s been wrapped up in entainment.

To be honest, puppetry is probably much easier to shoot than live video outdoors and requires no makeup. You don’t have to look good on camera and you don’t even have to wear clothes. You can use any puppets you like.

2) Video quality and video scripting counts. Entertain + Inform and that takes having people who live and breathe this stuff. If you don’t do it, get someone who can. You don’t have to have fulltime people you should start thinking how to outsource this work on an as needed basis.

3) production values in the IM space are rapidly starting to approach that of TV. Just think 5 years go, video was nowhere, now it’s replaced most serious sales letters. At home hardly anybody watches normal TV on old “Tube” sets, I know because when I walk around my neighborhood in LA I see these old TV’s sitting on the curb right next to the flat screen box ready to be garbage collected. I hope your sales pages are in there too.

4) production needs teams of people, like that video was brought to you by Mike Koenigs’s “new” company which has at least 7 people to do the writing shooting, creative etc. How many people do you have in your team?

P.s. If you like adult puppets check out the ADULT improv + telepuppetry called Puppet Up. Puppets + Alcohol + No Holds Barred

P.P.S. If you like puppets you might also like a cartoon of Frank my team created. with Kung FU Surfing Action