What Frank Kern Can Teach You About Branding

istock_surfboardsFrank Kern is an internet marketer, and it seems like everyone’s talking about him these days. They’re all hopping on the crazy bandwagon and telling you how well Frank’s techniques work to create desire, build trust and make money.

They’re right. Frank Kern uses some psychological tactics that make him a pretty formidable contender on the scene. His videos are worth paying attention to.

Something else about Frank is worth paying attention to as well. Stay tuned…

Frank is nothing special to look at. You wouldn’t be able to pick him out of a crowd of a thousand people. His hair is beach-bum blond, it skims his shoulders and it needs some TLC. Seriously.

He wears scruffy jeans and a t-shirt, and his videos are shot here and there – nowhere really interesting. One of them shows off his garage, glimpses of a beat-up van and scratched surfboards. He talks to the camera while seated on a cheap lawn chair, his cool shades reflecting the sun as he tucks a strand of hair behind his ear.

Frank doesn’t play up a fancy office. He doesn’t have a sleek website, and he doesn’t look rich, despite reported sales of more than $23 million in 24 hours.

So how does he do it? Frank looks genuine. He’s real. He’s just a guy.

People love Frank for that. They absolutely adore him because he’s just like them – a regular person, no one special. He’s not sporting fancy college degrees or talking down to people. He’s a buddy in a bar, a pal to play with.

What is special about Frank is that when he releases a new info-product on the market, people buy – often to the tune of $2,000 or more.

Regular people buy Frank’s stuff. Everyday people. People who don’t really have that kind of money to spare. They’re not rich people or highly educated people. They’re people that you’d meet on the street who believe that Frank has knowledge that can help them.

And he can. No one questions whether Frank knows his stuff. He obviously does, and he exudes the right level of confidence every single minute. He’s successful, he’s smart, and he teaches people ways to get what they want by influencing consumers.

How does Frank reach people? What makes Frank stand out? He was Joe Anybody. Now he’s a millionaire teaching people persuasive techniques – and applying those techniques to prove they work and to make himself rich.

Frank Kern has a serious brand image working hard for him.

Everything that he does is geared to making sure that people can relate to him easily. He’s their buddy. They can trust him. The shades, the lawn chair, the straggly hair and jeans… it’s all an image to help convey a message to people and ultimately, win them over.

Imagine if Frank had gone the other way. Picture Frank with different brand image: a haircut, a clean, expensive suit, a modern office, and framed diplomas hanging from the wall. There’s a Mac on his oak desk, the chairs for his guests are Italian leather, and a meticulously-groomed assistant brings coffee.

What do you think the impact on his target audience would be? What would be the effect on his personal success? Would he still have such a huge following? Would he still be able to get everyday people to plunk down $2,000 for an info product? Would he still be a buddy?

Frank’s brand image is visible in everything he does, every bit of exposure and communication he has with the world. From photo shoots to videos to website colors to email contact, the relaxed ‘everyday guy’ image permeates his whole image.
Even his opt-in autoresponders sound laid-back and cool. And they work.

Think hard for a second about Frank’s branding. Your homework? Give us three words that you associate with Frank’s brand image. If you like Frank, tell us what attracts you to that image. And if you hate Frank Kern? You can tell us that too.

Post by James Chartrand

James Chartrand is an expert copywriter and the owner of Men with Pens and Damn Fine Words, the game-changing writing course for business owners. She loves the color blue, her kids, Nike sneakers and ice skating.