www.getwsodownload.

com

La Jolla, CA

MAY 2009

MASS
CONTROL
MONTHLY
How to make lots of
people do almost anything
but in a cool way

Macon, GA

www.getwsodownload.com
This month is going to be kind of a departure from other months.
Were gonna talk about the single most important thing you can do to not only make
more money but have all the freedom and lifestyle that you want too (which lets face it,
is probably more important).
I believe that anyone can make money without sacrificing the freedom to live life to the
fullest. And for those of you who know me, it took me years of running businesses into
the ground, doing door-to-door sales in my famous black suit in 100 degree heat, before
discovering that there was in fact a new way to do things.
Enter the glamorous world of parrot training, and several other launches, and this has
all led to the derelict surfer renegade I am todayI get to spend my days surfing,
hanging out in the sun with my family and friends (customers), talking about what I love
(internet marketing) and making millions of dollars doing it.
Each month, we talk about some of the things anyone can do to make money and live
the lifestyle you want.
What I want to share with you today though is the one thats most important. The single
biggest factor in creating the lifestyle I enjoy today and that you can too, when you apply
this.
See, you can do everything we have been talking about and youll succeed at some
level. But I believe that the secret ingredient you are going to learn today is the ONE
THING that can catapult your businessand your lifeinto another dimension.
And it precedes any marketing stuff I can teach you from here forward. But you have to
agree to DO the exercises in this issue. If you dont Ill find out about it and track you
down like a rabid dog.
When I did it, I went from living in Macon, Georgia, where my office overlooked a
homeless food bank and had a view of an emergency roomto La Jolla, California, one
of the most affluent (and beautiful) cities in the world.
My primary residence is a $2.9 million dollar house here at the beach. And I rent a
2,400-square-foot 3-bedroom ocean-front home just down the street where I have my
Mass Control Super Secret Headquarters, when I am not out trying to better my ranking
as the 9th worst surfer in California.
What else has happened since I did these exercises? I got a Ferrari, then got tired of
the Ferrari so got a Porsche 911 Carrera S, then got tired of this and got a BMW M5
brand new v-10, 500-something horsepower super car.

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Lets start with a brief history lesson*
Ancient History

Anything that happened prior to internet marketing

Late 1990s

Kern buys Shortcuts to Internet Millions by Jeff Paul

A bit after that

Kern gets an endorsement by Tony Robbins for Jay Abrahams

stuff and buys a $300 book, that turns out didnt have any pictures
or bad words.

Oct 1999

Kern buys Corey Rudls "Insider Secrets to Marketing Your

Business on the Internet. NOTE: I dont believe its gonna work
but Ill give it a shot.

By the way, Corey Rudl unexpectedly passed away at age 34 while

enjoying another of his passions in lifecar-racingin June 2005.
To this day he is widely respected and missed as an innovator and
trail-blazer who helped thousands, including me.

A bit after that

Kern gets turned onto Yanik Silvers stuff and learned about
creating / selling e-books.

A date lets just

all forget about

Kern creates Instant Internet Empires that was wildly

successful in everyones eyes but the FTC. NOTE: For any of you
not familiar with my good friends at the FTC, I highly recommend
that you check out their nifty regulations and the benefits of an
earnings disclaimer.

Early 2000s

The Big S first big internet marketing shindig in Dallas. Kern

meets Jeff Walker and John Reese. Jeff talks about making six
figures in seven days. NOTE: Jeff admits he was a little shocked
by this at first.

2004

John Reese takes a leap of faith and tests this whole launch thing
with agaspa non-internet-marketing $3,500 product called
Traffic Secrets and does the MILLION DOLLAR DAY.

Immediately
after

Our whole industry takes on a new mindset and starts to suspend

disbelief that any of this is actually possible!

mid-2000s

Jeff Walker creates the famous Product Launch Formula setting

the stage for a slew of successful launches: StomperNet, Butterfly
Marketing, Annihilation Method.

2006

Mike Filsaime creates a slew of internet marketing goodness

including Butterfly Marketing and the Seven Figure Code.
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????

Eben Pagan adds a ton of value to the online dating community

(and is paid handsomely for it) and also launches Get Altitude
and Guru Mastermind.

After that

Kern creates The UnderAchiever Method with Ed Dale.

Remember that little niche marketing thingy? 4 steps:
* Find niche market to test
* Test the marketplace
* Create product or choose a primary affiliate product
* Sell your product with a sales page

2008

Kern does the first Mass Control launch that has connected me
to clients I love to do business with, and has afforded me my dream
lifestyle here in La Jolla, California.

*I have obviously taken great pains to research these dates precisely. So you should
obviously (not) take them seriously.
So whats the history lesson about besides a shameless plug for the dudes mentioned
above and their stuff (which you should go get and use by the way)?
The point in all of this is simple: if one key thing hadnt been present in all of the above
examples, these products wouldnt have launched, thousands of people wouldnt have
been helped, and millions of dollars wouldnt have changed hands.
My buddy John Carlton (whose stuff you should also check out) loves to talk about
suspending disbelief. If anyone, anytime during this history lesson would have
stopped for a moment and entertained the belief that this really wasnt possible, it
would not have happened.
Just like Roger Bannister and the 4-minute mile and Michael Phelps and his gazillion
gold medals.
So before we go any further, lets get the disclaimers out of the way.
I am not a psychologist. I have not studied psychology and therefore really have no
idea what Im talking about and should never be listened to. Okay?
Nor am I a motivational speaker or anything. Remember, I created a product called
The Underachiever Method, right?
I promise though that if you DO the exercises here and apply them, it will have a huge
impact on your life. And then, at the end as our dessert, well have a nice, warm batch
of how to turn all this stuff into money.

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So now lets get into it
If you recall, Mass Control is really based on two things.
1. Find out what people want.
2. Give it to them.
Listen, if I could make money teaching parrots how to talk, it cant be that difficult.
If I were to attempt to put all of this in one hokey diagram, it might look something like
this.
The Ultimate Formula for
Meeting Peoples Needs & Getting Paid Lavishly to Do It

1. Core
Influence:
The secret
behind your
ability to
influence

2. Mass Control
Strategies: How
to sell efficiently
and effectively
on the internet (&
other mediums
too)

3. Deliver Your
Product
Impeccably:
Create raving fan
customersand
friendsfor life

Add lots of
value, make tons
of money and
experience the
lifestyle you
want most.

Im going to back into this because the ultimate outcome, besides you and your lifestyle,
is making your clients (who will become your best friends if you do this right) raving
fans.
3. Deliver Your Product/Service Impeccably
I dont spend much time talking about the delivery partall Ill say about this is it
behooves you to be a maniac (Personally I am freakish when it come to launchliterally
for the 72 hours leading to launch, my wife periodically leaves green tea and protein
bars outside the door, knocks three times and runs. The beer and debauchery only
come after launch is over.)
Test and check everythingoffer pages, thank you pages, video players, shopping cart,
inventory levels, etc.over and over before you launch so that there is nothing hinky.
We can talk all day long about how to make a bunch of money doing cool internet
marketing stuff, but if you arent prepared to deliver what you are selling impeccably,
then you need to go back and spend some time to get your sales process and product
right so it really adds value.

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2. Mass Control
You know what all this entails, but in a nutshell, Mass Control is how to efficiently sell on
the internet and other mediums through relationship marketing.
The whole strategy is based on giving away cool stuff, being really nice to people, and
gaining their trust using those techniques. Its really about creating raving fans quickly
and turning that trust into sales repeatedly.
These are not one-time buyers, but a constant following of people who you like and
want to hang around with, who are waiting for you to release more products.
We focus primarily on 3 things:
(1) Increasing the number of transactions
(2) Increasing the size of each transaction
(3) Increasing the frequency of transactions
1. Core Influence
This is the magical elixir Im going to talk about today. When you apply this, youll figure
out how to live in that place where you are in the flowwhere everything seems to work
out right, your communication is effortless, and your day is just plain effortless and cool.
This is not to say you wont ever have any problems, but you can use this to get yourself
in that place of flow consistently.
Maybe the best way to describe it is to point out when its not there. Have you ever
watched a sales presentation where the person said and did all the right things, but still
for some reason at the end you just had the heebie-jeebies and felt like something was
off?
This is because they were operating from only a surface level place of influence instead
of their true identitythat thingy inside of us that knows when we are being utterly
congruent with who we are and what we want in life.
In a nutshell, what Im talking about is Core Influence. When two people meet, the one
who is most congruent (almost) always influences the other.
By the way, none of this will improve your surfing whatsoever in any way. If you
currently suck, chances are youll still suck. The surf will still attempt to swallow you
whole and kick your ass when you put your wetsuit on and paddle out
Im not really sure what this surfing thing has to do with Core Influence but now were at
the end of the page so lets continue.

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The 2 Steps of Core Influence
There are two easy steps to getting people to do just about anything you want, but in a
cool way.
1. Know what you really want and who you really are. The key to this step is that
Im willing to bet that the answers to those questions that most of us hold in our
heads at this very moment are false.
2. Know what your market really wants and who they really are.
All right. Thats it. I hope you enjoyed this issue of Mass Control Monthly. Now go do
something productive or watch a movie or something.
No seriously, thats just the set up to the heavy duty, psychological stuff I was alluding to
earlier. Here we go.
STEP 1: FIND OUT WHAT YOU REALLY WANT & WHO YOU REALLY ARE
I believe that most people carry along with them two versions of themselves.
The first version is the identity that they walk around in every day. I call it the Shell
Identity.
The second identity is the person they really want to bethe identity people really want.
For example, when Bob is having a conversation with the teller. Mrs. Jenkins did you
organize the deposit slips and do other banking stuff? Yes, Bob, I certainly did it. It
was fabulous. But the whole time hes daydreaming.
The person, or life, that we daydream about is our deepest core desire. Its what I call
the Core Identity. I believe that this is each of our true identity.
I AM BOB. I AM A
BANKER. I ORIGINATE
LOANS AND STUFF. I DO
ALL THINGS BANKING
AND I DO THEM
SERIOUSLY.

I AM A ROCK STAR.
I AM A PRO SURFER.
I AM A MAJOR
LEAGUE STUD.

SHELL
IDENTITY
CORE
IDENTITY
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I believe that the real Bob is not the banker but what he dreamed about as a kidliving
at the beach, being a rock star, major league pitcher, or whatever it is he wanted most.
He is just trapped in this banker thing because of social conditioning (probably as a
result of guys like me who make ads). Sorry Bob!
I believe everyones Core Identity is held captive by circumstance and a lack of
knowledge.
Ill explain circumstance first since thats the easiest one. Bob wants to be a multimillionaire Playboy living at Monte Carlo. The circumstances that might prevent that are
things like the fact that Bob aint got no money.
Lack of knowledge is the most insidious reason and I believe its because we dont
really know who our Core Identity is.
But very few people ever sit around and think about that. They think, well, I wish I had
a new car or house. But all of that is stuff, its not who we want to be.
One of the reasons I believe Im really good at this stuff (selling lots of things to people
Ive never met) is Core Influence. (Trust me its not innate talent or intellect!)
Most influence is done on the surface. I call this Surface Influence or Head to Head
Influence. Its very common stuff.
Im talking to you, you hear my words and translate those to pictures in your mind. Your
brain uses a bit of logic and your emotions kick in. You say yea or nah or I agree or I
disagree. This is how 99.99% of all influence is performed. Surface or Head to Head
level.
Core Influence is infinitely more powerful and often makes Surface Influence completely
unnecessary.
Would it be useful to never really have to convince anybody of anything ever
again, ever in your life? Cool. This is what Core Influence does.
Lasting Influence only comes from a core connection. When I asked you earlier if youd
ever had that experience of flowwhere everything is going really well, when you
interact with people you have this great bond and its all really easy?
This is core communication. Its just an unconscious thing that happens when you are
congruent with your true identity (who you really want to be) and the person you are
communicating with is too. When this happens, pffft, its right there. Instant connection.
I believe a lot of this has to do with our subconscious. In the interest of trying not to
sound too weird, let me de-weirdify it. The bottom line is I think that you cant really
control your subconscious but that you can guide it.
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And I think that with the proper guidance, your subconscious will create a new Core
Identity for you and this is the identity that will speak to your market on a core level.
The challenge is that I believe that none of us really have any idea what our Core
Identity is until we do this exercise.
At the risk of sounding like a complete ass, however, Im not saying that none of you
guys are happy with your lives and you all wish you were someone else! Thats not at
all what Im trying to convey here!
What I mean is that when we as people become congruentwe identify that core
identity and become congruent with what it is and who we truly want to be, this is
when effortless influence occurs.
Some examples of Core Influence
So one way to define congruence could be as rapport within oneself, or internal and
external consistency, perceived by others as sincerity or certainty.
Do you think someone like Mother Teresa was 100% congruent? Did it look to you like
she was trying really hard to convince anybody of anything? No! Core Influence! She
stepped into her Core Identity and spoke to the Core Identity of all people, regardless of
what they did by occupation, what their religious beliefs were.
Her core identity was something like I am a good person who cares, who wants to give
back to my fellow man, who wants to help and make a difference. Most of all I dont
want to see anyone die alone or in pain.
For me personally, Ive been doing this since 1999 and spent the first seven years of
this convincing people to do stuff. I spent the next 18 months sort of convincing people
to do this. And since figuring this stuff out, by accident really, I dont have to convince
anyone to do anything. It just works.
What we all really want
A typical thing, and we do this a lot in sales when were trying to get into the minds of
our prospects, is we say: Well, why do you want this stuff? Why do you want your
outcome?
Answers to this might be I want more money to get a Ferrari or whatever. Or, So I
can quit my job. I want to network with others to form joint venture partnerships.
These are all acceptable answers but keep in mind, our brains will lie to us. These are
surface level answers which are not to be discarded, but they are not the absolute truth.

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Remember Bob, who daydreams of being on the beach all day or whatever? Hes
essentially replaying these beer commercials in his mind, right? Its normal. We all do
it.
The truth is that we all want one thing: we all want to create and perpetuate
experience. Goals and things are absolutely meaningless in the context of this whole
Core Identity weirdness Im talking about today. We all want to create and perpetuate
experience.
When a guy wants a Ferrari (I know because Ive gone through the whole Ferrari thing),
what we really want is to be like James Bond or whatever internally having the Ferrari
means to us. Its for the significance of it.
Of course the big lie we tell ourselves and trick ourselves into believing every day is that
if we have the Ferrari we will actually be like James Bond.
I can hereby attest to you in this counsel of my peers, that not a single flashy sports car
I ever hadand Ive had a Ferrari, two Porsches, BMWs, everything except a gaudy
Lamborghini and a Bentleynone of them ever made me a cooler person. It totally
sucked! I kept thinking, When am I gonna become cool? When am I gonna become
better endowed? This blows!
All right, already, Kern, just tell me what to do here
There are just two simple exercises that will help you define all of this. It will only take
you a couple of hours to do them. After a couple of hours, you will get clear focus of
what your true, Core Identity is. The freeing feeling from that is absolutely overwhelming
because it strips out the bullshit. It turns off the beer commercial and helps you get
down to whats real.
When you communicate from this core place, youre centered, stable, focused,
and cool; you attract matches and you are able to influence people effortlessly.
Especially when you attract a match.
What is a match? A match is someone whose Core Identity is similar to your own.
Would it be fun to build a business and have customers who are a lot like you and you
genuinely like them, and they genuinely like you? Or do you want a business with
customers who are dramatically different from you and you dont really like them?
(Which is incidentally what most non-Mass Control folk do.)
Clearly, you can have everything you think you want on the surface but still be
miserable. I did it myself and was actually quite good at it for awhile.
When I was in Macon, I had gotten myself to a place where I could do pretty much
anything I wanted (which wasnt much in Macon, GA). I kid you not we had this like
near family crisis trying to term which big fancy mansion to buy, not because we needed
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a bigger house but simply because we could and therefore thought we should. After all,
isnt that what we are all supposed to do?
Does this sound like a bad life or a good life? Really, I mean those are your biggest
problems. Not so bad. But I was friggin miserable. I would get up in the morning and
think, Good Lord, what now?!?
I think one of the worst sensations ever is when you strive your whole life for some goal
and then attain it only to realize its empty and it was all just this illusion.
Sure enough because I wasnt congruent with the life I really wanted, my business
started to attract the wrong type of customers. I was focused on get the money and all
this stuff. I built the wrong type of business. I attracted bottom feeding types of
customers. I did not like them and was miserable being inundated with all the
customers I did not like.
This of course led to me sabotaging my business so I wouldnt have to complete this
cycle of lameness any more.
Im sure this has happened to a lot of folks, right? I mean how many of us are taught
that you want to avoid your customers at all costs and you get the money? I was taught
that and believed that for a long time and my life reflected it. Your beliefs reflect your life
for sure, right?
It got to the point where I would drive around Macon with my Ferrariyou have to
picture me in this tiny southern town and the attention this created.
So I would drive it around being miserable and feeling sorry for myself, convinced that
everyone on the road hated me and thought I was an ass by sheer fact I was driving a
Ferrari.
I lived in a constant state of anxietyafter all what would happen if one of my
customers found out where I live and actually called me? Dear God! It blew. I was 25
lbs overweight, anxious, defensive, and angry thinking someone might be coming to
hassle me.
Arent you so happy you signed up for this positive stuff? Really compelling story, isnt
it?!
So now the good news. The exercise I am going to share with you right now, I am going
to call The Nine Month Total Life Makeover for lack of a better phrase.
I did what I did without any real goal in mind. I just wanted to figure out what the hell I
really wanted because what I thought I wanted was literally driving me insane.

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After doing this exercise, I went from that state, to a significantly better life. I did my first
Serializer Launch in November 2005 and made $360k in nine minutes. I attracted
customers I liked. Pretty cool!
December of 2005 I launched a product called Ultra Underachievers and made $100K
per month recurring revenue business. Dang old diggity!
Then I discovered La Jolla, California and immediately decided to move there. Prior to
doing this exercise, I never even new La Jolla existed.
February-March of 2006 I did my Serializer Two class. I made $640k in 45 minutes and
became a cash millionaire for the very first time. (People talk about being a millionaire,
well Ive got, you know, I figure my house and my business, I am a millionaire. I say
screw that! If you can write a check for a million dollars, then you are a millionaire,
right?)
March 2006 was the private planeI touched down in La Jolla, California with my family
and I live there now permanently! Awesome!
May 2006 I did the Annihilation Method launch with Neil Strauss. I bought my dream
home and started surfing.
I created my dream business and started to become a little bit aware of this increased
ease of influence thing that was happening.
I didnt put two and two together about this exercise until years later. I am a little slow!
My personal income for that period post September 2005 when I did the exercise was
$1.5 million dollars! Somehow in the stress of selling my house, leaving all our
relatives, moving my family and everything to a new city, I had still managed to make
$1.5 million bucks!
Here is the end result today: All of the non-fun businesses, I just turned them off. For
example, my Ultra Underachievers class taught niche marketing but I got to the point
where I just ran out of stuff to teach. I dont really know how many other ways I can say:
find out what people want and sell it!
In my business, I get to essentially make admittedly stupid yet fun videos with and for
my friends and help people get rich by helping others. Thats my job now. I goof off, tell
jokes with my weirdo friend and get paid a fortune for it. And I get to surf more. Its
awesome!
So before we do the exercise now, do you agree with me on any level that goals and
things and stuff are irrelevant in the big picture for our overall contentment and
happiness in life?
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Heres Your Nine-Month Total Life Makeover
I told you in an earlier newsletter about this exercise that changed my life and my
business.
I hoped you all did that exercise and wrote down your ideal average day.
If you already did it, I want to know: are you looking at those journal pages every day?
Ive got mine stuck to the underside of my bathroom mirror so I get this constant
reminder several times a day.
But maybe some of you were saying: Thats a lot of time, Frank. And I just dont see it
paying off. Or: That sounds cool, maybe Ill try it later. And then never did.
So either way I thought I would explain the total transformation with more detail, and
show you what you might be missing out on by not doing this for yourself.
Key Principle: Our brains try to convince our subconscious that these trivial
things matter. In doing so we create this internal struggle that inhibits our ability
to actually get anything done.
If youre trying to sell Im a nice person. You should be healthy. And then you really
just want to live in Vegas and do a bunch of blow with hookers and stuff, this is gonna
be a difficult sell.
Its an extreme example, but its the easiest to understand.
So what we want to do is align our brains and our subconscious, which we are going to
do right now.
And now, we can all breathe a sigh of relief because this ends the somewhat weird
heavy duty conceptual stuff.
Here is the equation on a very basic level of how this stuff all works.
E+I=L
E stands for Experience. I think we can all agree now that we dont really want the
stuff, right? We want the Experience that the stuff gives us.
I stands for Identity. Our experience, beliefs, and values create our Identity.
L stands for Life. Experience plus Identity equals Lifethey work together to form our
concept or perception of what our lives are.

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So are you ready for the big aha? What we all want more than anything, is a new life.
We dont want the stuff. We want the new life.
Now this doesnt mean there is anything wrong with your life, right? Let me give you an
example.
A family buys a new home. What are they buying? Not the brick, mortar, shingles and
carpet. They are buying the new life they will experience in this home. Make sense?
I believe this applies on a fundamental level to every single thing that is sold ever.
Some part of your brain is saying is this going to move me towards or away from my
Core Identity?
So heres how to create a new life. Start by creating the ideal day. We have to identify
precisely what the perfect day in our lives would be.
Good lord Kern this has been a lot of build up for one simple question.
But when I did this in September 2005, the entire exercise was to answer one question:
If there were no limitations or negative consequences,
what would your perfect average day look like?

Now we are in the dangerously new age stuff. But it really works and heres how.
For starters, language is very powerful. So when I say limitations what I mean is if we
had no financial, geographical, or heath limitations whatsoever.
If your perfect day is to wake up, go surfing and you have a broken leg, lets pretend its
not broken. If you have limiting people in your life and your perfect day is to be away
from them, then lets just say you got away from them.
Consequences are also important. Thats the stuff that can get you in trouble.
As much as it may be tempting to say my perfect day involves waking up, drinking a liter
of vodka and then racing in my Formula One car, followed by a cocaine binge with a
truckload of hookersthis realistically might not be your perfect average day!
The word average is very important. This is stuff you could do every day and not get
sick of it, or arrested or killed.

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Here are some questions that might help (you dont have to write all this stuff down,
these are just some normal questions I asked myself):
1. Where would you live in this perfect day?
2. What would your house look like? Would it be clean inside? What would it smell
like?
3. What time would you wake up?
4. What would you do in the morning? What would you think about in the morning?
What would you say? What are your first words/thoughts of the day?
5. What would you have for breakfast?
6. Where would you spend the first half of your day? Would you go to yoga? Thats
what my wife does every day, yoga. Ive got to say I am a big fan. I like that. Theres
a lot of benefits to that thing you know?
7. What would you have for lunch? Who would you eat with?
8. What would your friends be like? Alright, when I answer this question I re-wrote the
behavior of my friends. I believe the specific answer was we have a healthy lunch at
a good place thats got fresh food that we enjoy. Our conversation is not about idle
gossip but more of a celebration of the fun weve had earlier in the day and since the
last time we saw each other.
9. What would you do for personal fulfillment? Okay? Ive tried it only to find out, you
cant really screw off all the time. Youll end up wanting to do something for personal
fulfillment. What life purpose would you strive towards?
10. What would your business be? What time would you start work? What would you
actually do at work? What are your clients like?
11. Whats your relationship like with your spouse and your family? What do you and
your kids talk about? What fun stuff do you do? What do you like about each other?
What does your spouse like about you? What do your children appreciate within
you?
12. So would you have dinner with your family? Would you go out? What would you like
to eat? Who would you eat with? What would you talk about? What would you do at
night? Who would you do it with?
13. What would your thoughts be as you went to sleep? What are you going to think
about as the last conscious moments of the day, where is your mind? Where is it
now? You know, do you go to bed worrying about stuff? Do you go to bed thinking
about where the next sales come from or, you know, whats going to happen if
Google slaps you? That blows! Thats no fun. Ive done that. Its awful.
Another way to look at your answers: whatever you write down you have to live that
day every day for the rest of your life. The more detailed you get about this the more
clear you become and the more profound your outcome will be.

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I know this stuff sounds kind of hokey or mundane, but if you want to see the impact,
youve got to drill down on even the tiniest stuff.
Like I said I did this exercise and everything changed.
How does this work? Im not really sure 100% but I can tell you how it doesnt work.
This is not some Secret crap where you vehemently envision that all the red lights on
your drive to the office will magically turn green every single time, every single day until
the end of time and it happens.
I believe that this works because its all stuff that you can actually control. Its really
about focusinstead of focusing on the crappy view of the home less shelter, the raging
heat, and what a loser you are (trust me, I tried that and it didnt work), you focus on
what you really want and who you really are at your core.
When you do this, your subconscious will start to notice things that reinforce this and
pull you more and more into the direction of your core identity. Its so many little things
every day that we arent aware of in terms of focus, decisions, communication and it all
adds up to a completely different direction over time.
Tony Robbins puts it this way: The brain doesnt know the difference between
something vividly imagined and something that is real. (or something like that)
I did this exercise at Rich Schefrens Strategic Profits event last year in Orlando. And
then I tested the audience. It went something like this:
ME: Everyone please stand and remain standing if having a business that pays you
an obscene amount of money where you get to do something so much fun that you
think to yourself I can not believe I am getting paid for this! and your customers are
cool people who you actually like and who like you and you want to hang out with
them.
Then maybe a small portion of the room sits down.
ME: Remain standing if right now you might be thinking you know, I like life pretty
good but Ive never really sat down and thought about what an ideal day would be.
Ive never really considered what the perfect life would be.
So everyones still standing, right?
ME: If I were to say to you I have a workshop or a class or whatever where well work
through this process together and you will have a clear path of what you want and
based on my personal experience what happened to me I believe it can happen to
you as well. Would you be interested? Remain standing if you would be interested.
No one moves.
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ME: Now if I were to say this workshop costs $1000 bucks remain standing if you
would be interested. If I were to say this workshop costs $2000 dollars remain
standing if you would be interested.
Yep, everyones standing at this point.
The thing is there was no workshopits a fictitious product that doesnt exist. Earlier I
had told them I wasnt going to try to sell them anything. Actually the words were: Dont
buy anything from me.
I just got up here and talked to them about some of the weirdest stuff they had probably
heard in months if not years. But what happened? With absolutely no effort at all the
overwhelming majority of the room said that they would buy the stuff. Why is that?
It was because I was speaking from my core identity. I had proved that this stuff
really works
Heres a good reminder: Shell v. Core Identity
1. Your Shell Identity is driven by surface-level stuff. For me, it was motivated by status
and wanting people to think I was cool. I thought if I got the money all the douche
bags back in high school would see how awesome I was. Right.
2. Your Core Identity is how you really feel about stuff. My Core Identity didnt give a
crap about any of that surface-level stuff and just wanted to leave normal society, live
at the beach and get paid to have fun and contribute to others.
I did the exercise. I figured out the life I wanted, who I really was, who I wanted to be,
and stepped into that congruent person. I didnt know it was going to happen. If I would
have known that I would have done it sooner, right?
So let me know how this exercise has affected you so I can share the good stuff thats
happened to you with others.
Now lets get to that second point...
STEP 2: FIND OUT WHO YOUR MARKET REALLY IS
Which really means identifying three things:
1. Their core identity
2. Their real desired outcome
3. What life they really want
Remember that like 90% of the room was willing to give me $2000 for that imaginary
workshop because I figured out my corethis is critical.
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So heres something I also have to call out:
If youre in a business right now and you honestly dont give a damn then youre
in the wrong business. It doesnt mean youre a bad person. Ive been there too. Its
just that youre not in the right business.
So youve got to care. You have to genuinely want to help people.
Take me for example. I am touted as a good copy writer. I am not really but its nice to
hear. I am not a good salesman. I am not a marketing genius. People say Kern, good
Lord, man. That mans got the voodoo!
But if you look back I really just do a good job of selling to the internet marketing crowd
specifically. Honestly, I couldnt like write copy for refrigerator magnets or something.
Let me tell you about something I call The Instant Bond Method.
STEP ONE: Market as if you were speaking to one person specifically. We always think
of marketing as if were marketing to this herdwhich doesnt make sense. If were
selling face to face then we should always think face to face.
So why then when we design campaigns do we usually market to a group of people?
Yeah, think about that.
So when youre communicating with one person, I call it the core customer. (You can
call this person anything you want but this is what I came up with during one crazy flight
from Houston.)
Creating Your Core Customer
So this is how you create this one person. If you could somehow magically manifest one
single person who would the typical embodiment of a classic customer or prospect in
your market what would they be like?
If you were to ask me to pick them out from a crowd who would you describe?
How old are they? Are they married? Do they have kids? Whats their spouse like?
What would this person be wearing? Would they be wearing, I dont know, a latex
helmet or would it be leather? You know, theres so many forms of headgear now.
What do they do for a living? Whats their biggest frustration? Whats their biggest
surface desire? OK? Stuff like that.
Word of caution: Dont list data, think demographics/what a typical day in their life is like.

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My Core Customer: Bob (I say theres
nothing like reinforcement!)
Bob is 45 years old and sells insurance. He
is married with two children who drive him
crazy and his wife thinks hes an idiot for
trying this internet stuff. Hes about 25
pounds overweight and wears glasses. He
wears a short-sleeved button-down shirt
which is white and he wears khaki pants with
it. His shoes are brown leather. His biggest
desire is to make enough money to quit his
job which pays him $45,000 dollars a year.
Thats Bob.

So who is your Bob?

Just by doing this exercise were already half way there to identifying your markets core
identity. Youre already 100% ahead of most people in the market.
When you know who youre writing to specifically you can influence them on the
surface. Like when I identify who Bob really is I know that he is drawn to the big
paycheck images. I know that Bob wants the new car because Bob is new at all of this
stuff. Bob is the guy thats at the insurance job miserable with kids who are driving him
crazy, the dudes coming home, hes confused, hes scared and all that kind of stuff.
Thats what he wants right now.
When I know that sort of stuff we can influence them on the core level.
So when you do this you are better at selling to your market then most people are
because most folks sell to their market without really thinking about who their customer
is. Thats just step one. If you stop here youre still going to come away with a lot.
Sounds good, right?
I sold Instant Internet Empires based on step one. I did $640,000 personally in sales on
the front end from that and the back end sales were more.
I created a product called Info Millionaire, which I really enjoyed selling. I thought it was
a great product. I made around $300,000 or so from doing that, pretty good. You know?
Not bad. That thing was only up for a couple of months.
I made my Underachiever Mastery course surface level influence after identifying Bob.
Bob gave me a million bucks or so from it.
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So surface level influence with this empathy thing in a couple of years Bob gave
me around two million bucks. Thank you, Bob!
But lets not stop there. If you want to crush it and have more influence and sales where
you get to the point where you stand up in front of a crowd of 500 and say: dont buy
anything from me heres what you need to do.
STEP TWO: You need to become Bob, metaphorically speaking that is.
Remember the question I asked you about your perfect average day? Well now you
need to pretend like youre Bob.
Thats why we need to know the mundane things about Bob. We dont care if hes got a
Macys gold card or what his ranch house is worth. We want personal data, about his
marriage, his kids, etc.
Step into Bobs shoes and do a sped-up version of the nine-month transformation (lets
call it the 30-minute transformation). Are you going to be exactly right? No. You are
pretending to be someone who is a, you know, a representation of thousands of people
within a market. Youve never met Bob but you are going to be close enough.
So now you know who Bob really is. Now you know what Bob really wants.
So remember when I was giving all my like weird ethereal sounding stuff saying, you
know, when you meet someone and you have this connection with them and you dont
even know why but you really feel bonded to them and you feel like there would be no
convincing or arm twisting with anything involving you guys?
When you do this now you are speaking from your core to Bobs core.
So heres the real Bob:
What Bob Wants and Needs
Theres nothing wrong with making $45 grand a year or wearing brown leather shoes or
whatever. I am not trying to say like Bob sucks and should be taken advantage of or
anything like that. Alright?
Heres the real Bob. The real Bob is significantly afraid of loss and embarrassment in
my market, right? Significantly afraid of loss and embarrassment but does not want to
openly admit it. Bob is typically male and us fellas dont like to admit that we are scared
of stuff or scared to. Were afraid to admit that were afraid of stuff. Bob wants a lifestyle
more than things. Bob wants significance and contribution more than bling. Significance
and contribution! Big drivers by the way. Bob wants respect and credibility and Bob
wants to be young again. Thats the real Bob.

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So remember when I showed you like the results of selling to Bob on the surface to
surface basis ($2 million, not too bad) before I really got to know Bob, before I became
a weird, psychotic stalker and pretended to be Bob? Once I started figuring out who Bob
was the first thing I tried to sell was the Serializer system. One million dollars from 100
customers. I got to keep it all. No affiliates. No big list. No big fancy launch. Nothing!
Did I mention this stuff works?
If you remember nothing else, remember that every single thing you do, say, think or
write to your market matters. Everything! Everything you say needs to validate
their core identity and move them closer to it.
Final example (promise): If you look back and look at the marketing materials for my
most successful launch, Mass Control, you will notice that throughout the marketing,
money was talked about very little. I didnt go out and say youre gonna go out and
make millions of dollars.
I used that big $23.8 million figure to get peoples attention. Sometimes you need to get
attention on the surface level. Bam! Money! Ive got to look at this guy!
But then I went straight to the core once I had the attention. So every piece of
marketing in that launch addressed the core. It had pictures of me and my family at the
beach. It was all about significance and contribution that the market could make in their
marketplace. How they could build a better life. How they could communicate more
effectively for good. Not about the money.
Every single piece addressed that Core Identity and was written to them, right? It
moves them closer to it.
By the way, if you want to check these out again, go to my blog.
I also give things like, you need to build a list, heres how. How to use results in
advance and move someone closer to their goal step-by-step, and how this also
increases their desire to buy your stuff. A technique where you do a big favor and ask
them for one in return. All things that can make a difference right now.
Every piece of marketing you give actually has to help people. Imagine!
So if you look: every single piece of marketing that I gave out was not clever
salesmanship, it was not awesome copy or well produced video, or anything. It was just
me, being a regular dude, helping people out.
Stay tuned for next months issue when I am back to my old shenanigans again with my
good buddy, John Reese. In the meantime, do these exercises dammit! Let me know
how it turns out and well continue to have fun at that core level.
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