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"How to pro t from

people who say no."
By Frank Kern

Over the last 16 years I've generated more than thirty million
dollars in sales from people who mostly told me "no".
Here are six ways I've learned to turn "no's" into sales online.

1. Most people say "no".

Know why?
Because they're supposed to.
Starting from childhood, were taught to be wary of people we
dont know and to never make a fast decision when it comes
to buying something.
So to expect your prospect to go against the very habits and
beliefs that are ingrained in childhood is foolish.

That's why you should always ...

2. Get the email address rst.

If you know that most people aren't going to buy at rst, then
o er them something valuable and free in exchange for their
email address.
This way, you can build a relationship based on trust and value
rst ...and then make the sale.
You've heard that before, but it's not what you think.
This has nothing to do with creating a "conversion funnel" based
on email marketing.
In fact ...

3. "Funnels" as you know them are worthless.

Most Internet Marketing experts will tell you to send tra c to a
landing page, get a prospect to opt in, and then put them into a funnel
designed to get the sale as quickly as possible.
And that funnel is usually a series of emails - sent by an autoresponder
- with each one directing the prospect back to the sales page.
The reason this approach will fail you is because most people who opt
in to any funnel simply will not buy initially no matter how
persuasive your copy is.
The reason why is the simple human nature I just told you about.

People aren't supposed to buy at rst. We're taught not to do it.

But this is exactly what the funnel as you know it attempts to do.
Its exclusively designed to focus on the tiny percentage of outliers
who defy human nature and buy quickly.
And it ignores (and usually irritates) everyone else.
The real money is in the people who say no.
Heres how to get it:
Instead of building a "conversion funnel", ...

4. Build multi-phased campaigns, all

centered around response indicators.
Heres what this means:
In every sales situation, theres always an action or series of
actions a prospect typically takes before he buys.
We call these actions response indicators, and they are the key to
your success.
Example: In a car-buying scenario, people rarely buy a car
without rst taking it out for a test drive.

Therefore, the test drive is the response indicator.

This is why when you go to a car dealership, the salesmans rst
priority is to get you to take the test drive.
Heres how this applies to you.
Lets say youre sending tra c to a page that advertises a free
report in exchange for the prospects email.
And lets assume that in order for the prospect to trust you
enough to buy, he needs to read the very report hes opted in
for.
The act of him reading your report is the response indicator in
this example.

Shocking Statistics Reveal Major

Opportunity
Research shows that over 50% of prospects never go and access
the information they opt in for.
Theyre basically saying no to the very thing they just
requested from you.
And this means your chances of making the sale are
immediately cut in half because statistically speaking, half of
your prospects never made it through the rst response
indicator.

The way you cure this is by creating sequences in your

campaigns whos sole purpose is to simply move your prospect
from one response indicator to the next until he buys.
And they way you do that is to

5. Use Behavioral Dynamic Response in

everything you do.
Behavioral Dynamic Response is truly the holy grail of
Internet Marketing.
It works by tracking what your prospects are doing in your
campaign, and then dynamically sending them customized
marketing messages based on their behavior.

Heres an example.
I recently created a 55 minute video designed to attract clients
who were interested in having my company create their
marketing campaigns for them.
The video walked people through exactly how to create a
winning campaign, and o ered them the ability to apply to
speak with my o ce at the end.
Here were the initial response indicators for the campaign:
1. To begin the video.
2. To nish the video. (So they would therefore see my o er).
3. Apply to speak with us about becoming a client.

And with this in mind, I knew the campaign had to be designed

to simply get as many people through those response indicators
as possible.
So the rst thing I did was to track how many people were
beginning the video.
If they didnt begin the video, I would send them email
reminders to go and watch it.

But there was a twist.

I made it so their access to the video would only be available for three
days.
If they didnt begin the video they opted in for, they would get
email reminders telling them their access was about to expire.
I was even able to dynamically calculate the date their access
would expire, and merge that date into the reminder emails for
added response.
So instead of saying, your access expires in three days, the
email would say, your access expires on Tuesday the 23rd.
This one little tweak alone caused just over 75% of the people
who opted in for the video to actually go and watch it which is
head and shoulders better than the typical 50%.

Thats an immediate 50%

increase over the norm.

All because we identi ed the rst response indicator and

created a specialized sequence that tracked their behavior and
responded accordingly.
If all other factors in the campaign remained constant, wed just
achieved a 50% increase in sales from this one small tweak.
But this was only the beginning.
The next response indicator was to get them to nish the entire
video and therefore see my o er.

And Thats Where

TheHUGE Problem Was.
This was a 55 minute video of me standing in front of a
whiteboard talking about marketing.
So special e ects, no animation, nothing.

It takes a special sort of masochist to endure 55 minutes of such

torture.
And thats why Im pointing this out to you.
As you know, video is quickly becoming the primary way people
consume content online.
And if youre using it to sell, your viewers need to watch the
whole video so you can make your entire case.
Thats obvious. But heres a real eye opener:
According to Wistia, less than half of video viewers make it
through videos that are only two minutes long.

Two Minutes.
Go longer than two minutes and it gets even worse.
I dont think they even have research on videos as long as mine
because they are so uncommon.
Anyway, getting people to watch that entire 55 minute video was
a huge challenge.
But it had to be done because I didnt make an o er until the
very end of the video.
(This was strategically deliberate, by the way. I wanted to
provide massive value up front before asking them to do
anything. This has always worked well for me.)

Heres how I accomplished the impossible,and

you
can
model
my
approach.
Always how
track what
your
prospects
are doing
and
respond accordingly.
In this campaign, I kept track of how much of the video they actually
watched.
If they le before nishing, Id send them emails telling them what
they were missing and sending them back to go watch the rest.
In other words, I tracked their behavior and then dynamically responded
by sending them customized messages to get them through to the next
step in the campaign.
I had special follow-up sequences built to go out if they le before the
15 minute mark, the 30 minute mark the 45 minute mark, and the end.
Each sequence was a little di erent referencing whatd theyd seen
and telling them what theyd missed based on how far along theyd
gotten in the video and telling them to go nish it.
By doing this, I was able to get 38% of them to actually nish the entire
55 minute video, which is literally un-heard of.

The Biggest Breakthrough Yet

Remember, our three response indicators were to get them to:

A: Begin the video.

B: Watch the entire video.
C: Apply to speak with my o ce about building their campaigns for
them.
And wed done a great job of getting through the rst two steps.
They were starting the video, watching the whole thing, and the feedback
was amazing.

But there was still a problem.

Even though they loved the video, only 2% of them who nished it were
applying to talk to us about becoming clients.
Now, at rst glance, this is acceptable because our services arent cheap and
theyre certainly not for everyone.
And I was very forthcoming about price in the video.
So most people would be thrilled at a 2% conversion rate at our price
point.
But that wasnt nearly enough.
We dont settle for acceptable or even good. We insist on exceptional.

Here's How We Got A 400%

Increase In Paid Applications

(And The Secret To Increasing Your

Response).
If the video got a 2% conversion, that means 98% of the people
who saw it said NO to my o er at the end.
But they didnt say no because they werent interested, and
they didnt say no because they didnt want the outcome I
could help them achieve.
If that were the case, they wouldnt have stayed for the entire 55 minute
video.
So in a situation where youve got prospects who have been
through your campaign, read your messages, seen your videos,
and still say no its almost always for one of these reasons:
First, theres plain old fashioned laziness.
Many of your prospects wont buy because they didnt feel like
getting up, nding their wallet, digging out their credit card, and
then typing in all that information.
Next, theres procrastination.
Theyre interested and they want the outcome, but theyre
distracted by something and tell themselves theyll get to it later.
And nally, theres the need for more information.
Theyre almost ready to buy but they just need some extra push.
Theyve got a question, or a concern, or might just need a little
more time to make a decision.

These Are The People Who Will

Make You The Most Money.
Think about it for a minute.
In this example, they opted in and watched an entire 55-minute
case study video about the exact thing Im o ering to do for
them.
You know theyre interested because theyve behaviorally
demonstrated it!
This is the same as having a clothing store and being with a
prospect who saw your ads, drove to the store, came in, and tried
on a suit.
As far as prospects go, they dont make em any better.
So these are the people you want to focus the majority of your e orts on.
And the way you turn them into customers online is to

6. Use Multiple Conversion Points.

This is another major breakthrough.
A conversion point is any point in your campaign where you
ask for the order.
This can be your sales letter, your webinar, your sales video
whatever.

Most campaigns have only one conversion point.

Heres a secret.
In any campaign,

More Conversion Points = More Money

Period.
So in this example, only 2% of the people who completed my
video were applying to talk to my o ce.
I wanted more, so heres what I did.
I wrote a PDF sales letter outlining the o er Id made at the end
of the video.
The letter was thorough.
Detailed.
And had a strong call to action at the end.
Then I emailed it to just the people whod completed the video
but hadnt yet applied.
But I didnt stop there.
Like I told you earlier, Behavioral Dynamic Response is the holy
grail of Internet marketing and you should use it in everything
you do.
So in this case, I tracked whether or not they clicked to download
the PDF.
If they didnt download it, I had an email series that would
remind them to go and read it.
But I took it one step further.

I made it so the PDF itself would only be available for a limited

time and I let the prospect know when their access was
expiring.
I was able to dynamically determine the expiration date and
merge it into the emails they were getting so theyd say, This
letter is only available until Wednesday the 19th and so on
with each user seeing a di erent date depending on when theyd
nished the video.
The result was a

95.89% Conversion Rate!

95.89% of the people who watched the entire video responded to
my email sequence about the PDF letter and downloaded it.
This is literally unheard of in Internet Marketing.
And is has nothing to do with the copy in the emails.
Instead, its working because Behavioral Dynamic Response is
being used to lter out who the most interested prospects are
(those who nish the entire video) and then putting the most
energy towards them.
Incidentally, just adding this one step

Immediately Doubled Sales!

But remember your sales are directly proportional to the

amount of conversion points in a campaign.
So I decided to double sales again by adding more conversion
points.

Here's How I Doubled Sales Again.

First - I shi ed my focus from people who nished the video
to people who also downloaded the PDF.
Remember - you always want to be analyzing your prospects'
behavior and focusing all of your energy on the ones who
demonstrate theyre the most interested.
So heres what I did.
I created a three-part video series that literally showed them
exactly what had happened to them each step of the way in the
campaign they were in.
At the end of each video, I created another conversion point by
asking them to apply for a consult with my o ce.
And I used the same countdown techniques to get them to
watch each new video as Id used to get them to download the
pdf.
Naturally, the majority of them watched the videos and I got
even more applications.

The Net Result.

The Good Part: First, and most importantly, this campaign

created massive goodwill with all the people who went through
it.
They felt like they were receiving very valuable and helpful
content not just a barrage of sales pitches.
This is critical because it increases our chances of getting new
business from them later on.
Plus it helped build our brand and position us as a good
company to deal with. (And its just a cool way to do business.)
The Bad Part:
It worked so well, we got too many applications. So we had to stop
running it.
To date, the applications weve received have resulted in
$216,640.00 in new client billings (and counting).
Most of the people who went through this campaign were
already on my email list.
However, I also tested running some cold tra c to it from
Facebook PPC.

That Tra c Produced A 239.41%

Return On Every Dollar Spent.
Because the campaign worked so well, I was only able to run
the ads for nine days before I had to turn them o .
Heres how the numbers shook out:

Total spend: $7,317.44

Total clicks: 7,651
Total Opt Ins: 2,318
Total Revenue Collected To Date: $24,836.00.
For every dollar I spent on ads, I got $2.39 back within the
rst three weeks.
Plus I got 2,318 new email subscribers and created tons of
goodwill with them.
So Im sure more will come from it.

Here's The Bottom Line.

Its true.
The fortune really is in the follow up.
Just not in the way youre used to.
You cant bludgeon people with pitches and o ers and expect it
to work.
But if you have a truly dynamic campaign that tracks user
behavior and responds accordingly you can see your sales
grow like nothing before.
If you want something like that,

Here's Some Great News.

Ive set aside some time for my o ce to personally review

your current sales and marketing process, and design a fully
customized behavioral dynamic campaign for you ...FREE.
This is a genuinely free o er, and there are no strings attached.
In fact, it's even better than you realize.
Not only do we deisgn the campaign for you, we also create
a detailed blueprint of exactly how it works and give you that
as well ...so you can deploy it immediately.
If that sounds interesting to you ...

Here's What To Do Next.

Ive posted a short description of how this works, and my
hidden motivation here.
Go here to read it.
Assuming you're OK with my "hidden motives", you'll want
to proceed to the next step.
That's simply a short video that shows you what a typical
blueprint and campaign diagram might look like, and walks
you through exactly what will happen during your session.

This Is NOT What You

Might Be Thinking.
If you're skeptical and are wondering if this is some kind of
"bait and switch", that's understandable.
The good news is, it's NOT.

In fact - it's quite the opposite.

As you'll see here, I'm willing to pay YOU money in the
event you feel this free service was a waste of your time.
No strings attached.
It's all spelled out in black and white here.

The "Catch" You've Been

Looking For.
There are two.
First, we're unable to extend this o er to just anybody.
There are some quali cations you'll need to meet - the "biggest"
being that you're a real business, not a beginner, and not selling
anything shady.
The second is this is very time sensitive ...for a reason.
We're a small company (by design) and can only o er a handful
of these free blueprinting sessions each month.
They're all granted on a rst come, rst served basis.
So if you found this article helpful, and would like to see exactly
how these types of strategies could improve your sales on a
consistent basis, go here.
We've set aside some time to design a fully customized
campaign for you ...using the exact methods I descibed in this
article.
...And we'll do it for free.
If that sounds like something that could help you, go here before
all availability is taken.