12 replies
So I watched a Frank Kern video a while back...can't remember exactly
which one it was, but he revealed how to make a killer sales video in 3
simple steps. Here's what you say:

1.) "Here's what I got."

2.) "Here's what it's gonna do for ya."

3.) "Here's what I want you to do next.
"




So lets break it down simply...

1.) "Here's what I got"

Basically tell 'em what you got. Explain the product.



2.) "Here's what it's gonna do for ya"

Tell 'em the benefits. You know, peace of mind, security,
make money, save time, more family time, etc.



3. ) "Here's what I want you to do next"

Ask for the business, right? Tell 'em to click the order
button, put in your name and eMail, whatever action
it is you want them to take.


So here's my question to YOU: How do you feel about
"leading with the feature" like the process above as
opposed to "leading with the benefit"?


You sales guys/gals will know what I mean when I say
"lead with the benefit", but if you don't, here's an example:

Leading with the benefit: "To save you money, this motor
uses 45TGF Regal plugs."

Not leading with the benefit: "This motor uses 45TGF plugs.
That will save you money"

Traditional sales teaches the "feature, THEN benefit"
process of selling.

However, Wells Fargo trains their bankers on "leading with
the benefit" before stating the feature/product. This methodology
contradicts the traditional "feature first followed by benefit"
sales process.

So, what's the point of this post? I'd like to think out loud with
everyone else on this forum regarding selling using the "benefit before
feature" VS the "feature followed by benefit" format.

Which do you think is more effective?

Is it possible Wells Fargo trains their bankers to lead with benefit
because that works better while the traditional "feature THEN benefit"
of selling is more effective in other areas of sales?

Feature then benefit...or benefit then feature?

Could each of the two formats be differently effective when
used in different types of sales applications (like online VS
in direct sales)?

What are your thoughts???

A prize will go to the most creative answer!
#frank kern #video
  • Profile picture of the author JoshuaG
    I don't know anything about tradition, but I'd say 99% of advertising actually leads with benefit.

    Look at any sales copy headlines, or imagery on TV/ in a magazine; They use images to show you the benefits.

    I say wet their "appetite" with the benefits then sell them on the "magic stick" that makes it happen.
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  • Profile picture of the author Joe Fier
    I was at Kern's List Control seminar where he spoke about this same exact topic. (REALLY funny, btw!)...

    But I almost think that his formula could be considered "leading by benefit", too... it just depends how you look at it.

    He said that within the opening "Here's what I got" section, you should focus on grabbing their attention by creating a problem that sometimes they didn't even know they had, then giving them their only solution.

    So basically he's saying to figure out what their biggest fears/frustrations are and then hit 'em with the best fix for it.

    That's when you're able to tell them of all of the benefits they'll receive when they purchase your product... just like you said with "To save you money, this motor
    uses 45TGF Regal plugs."

    All in all, I think the "leading with benefits" is the best and most commonly used technique for selling online. It's worked for me so far, but who knows... maybe I should give the other method a shot!
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    • Profile picture of the author Lance K
      Phew...I thought we were going to go a whole week without having a Frank Kern thread.
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      "You can have everything in life you want if you will just help enough other people get what they want."
      ~ Zig Ziglar
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  • Profile picture of the author thefuture
    lol Frank Kernis the most power guy on the net...... but he will id ont know he is a cool guy i gust......
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  • Profile picture of the author Vincenzo Oliva
    I love Frank but he'll admit that he got alot of his stuff from guys like Dan Kennedy, Gary Halbert and John Carlton. This he got from John I'm pretty sure. It's nearly impossible to invent new ideas, just make "cool" name changes and call it your own ;-)
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    • Profile picture of the author Joe Fier
      Originally Posted by Vincenzo Oliva View Post

      I love Frank but he'll admit that he got alot of his stuff from guys like Dan Kennedy, Gary Halbert and John Carlton. This he got from John I'm pretty sure. It's nearly impossible to invent new ideas, just make "cool" name changes and call it your own ;-)
      Very true man. Someone's gotta keep spreading the wealth of information to the newer-comers!

      People quote Kern all the time, too. So it's a vicious cycle here
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  • Profile picture of the author James Foster
    Ya this is 100% John Carlton. He talks about this approach in copywriting non-stop (I mean that in a good way - John's materials are among the best out there).

    And Kern doesn't deny he gets ideas from others. In fact in the last video I saw he said "I blatantly plagiarize Dan's (as in Dan Kennedy) stuff... I just make it more entertaining and add profanity"
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  • Profile picture of the author nicholasb
    Frank actually says in the video that he got this from I believe John Carlton, dont quote me on that but he does admit it.

    So anyway I have tested this out multiple times and now I wont do anything without it.

    Every email, every sales page, every sales videos and my sales are always through the roof.

    I combined that with a little one sentence persuasion from Blair Warren in every piece of sales material I do and I am very pleased with the results.
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    • Profile picture of the author Lance K
      Originally Posted by nicholasb View Post

      I combined that with a little one sentence persuasion from Blair Warren in every piece of sales material I do and I am very pleased with the results.
      Another gem that is worth the price of admission to the War Room all by itself.
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      "You can have everything in life you want if you will just help enough other people get what they want."
      ~ Zig Ziglar
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  • Profile picture of the author CDarklock
    Originally Posted by Emmanuel Betinis View Post

    So I watched a Frank Kern video a while back...can't remember exactly which one it was, but he revealed how to make a killer sales video in 3 simple steps
    I talk about more or less the same thing, but my steps are basically:

    1. Hey you!
    2. Wanna do this?
    3. My stuff does that real good.
    4. Go buy it.

    This approach (like Frank's) does require one more thing, which is an attitude of having a conversation with the audience. Not giving a pitch or making a sale... just having a conversation. And I think it's that tone that makes the difference, more than the steps.
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    "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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  • Profile picture of the author Dennis Gaskill
    Originally Posted by Emmanuel Betinis View Post


    What are your thoughts???
    A prize will go to the most creative answer!
    Some believe thoughts are electrochemical reactions in the brain. Of course, another school of thought is that they come from "out there" somewhere, and that we are just receivers.

    And then others say thoughts are exactly like a rainbow that weaves and twines in and out of the folds of time, only completely different.

    How's that for creative? You didn't say it had to be on topic.


    PS - I'm not expecting a prize for that. I'm just feeling goofy. :p
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    Just when you think you've got it all figured out, someone changes the rules.

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  • Profile picture of the author davemiz
    who is frank kern? :-)
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    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

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