Frank Kern - Spotting NLP / Positioning Exercise.
Realize that NLP isn't a "technique" but a way of communicating with people. Once you master NLP, its not difficult to use on the fly. Although I believe there is a TON of scripting in this video. My brother uses it in face to face sales, and is a killer salesman. I use it in my marketing anytime I'm trying to sell something. I personally think NLP / positioning are the 2 most powerful skills any marketer can learn.
So in a futile attempt of my own, I will try to explain what Frank Kern is doing on a subconscious level. So other people can use these concepts in their marketing. Remember. The pillars of NLP AND psychology are based on the theory that 7% of communication is done verbally. And that 93% of communication is done nonverbally, or "subcommunicated". There is also lots of research done on this. But for the sake of time, we won't be covering any.
First, his LOGO bears the exact same shape of the great seal of the United States of America. This is obviously a visual credibility anchor.
:46 seconds - "Endless summer" on screen in background = Visual anchor.
2:34 - Regarding the media, "its completely false", = Shift credibility from media to himself.
4:22 - "I think one" - (product launch) = Demonstrating false vulnerability. Self depracating humor is also a great way to demonstrate false vulnerability. There is a whole science behind why this is smart to do. Frank Kern admits he uses typos on purpose. He also admits he uses bad grammar on purpose. Doing this is the only way he can build effective rapport with his market. Try to sound perfect, and thats a great way to crush rapport.
6:51 - "Big companies doing appparently, very stupid stuff" = credibility frame shift, he then uses mcdonalds as an example of all places! Without use of the word "apparently", that statement would have caused notable resistance.
6:59 - "Learned this from Dan Kennedy" = Name dropping. Most marketers already understand this and its overused imo.
7:23, 8:08, 8:30 - "18.5 million users", "spends a fortune", "already confused trying to tell you about it" - all positioning here, Frank Kern is a master at positioning & shifting credibility.
11:00 - "We've established that...." In NLP this is considered an embedded command. The reality is HE has established that big businesses spends a lot of money on "stupid stuff". He uses a lot of humor as a great way to build rapport, so you don't disagree with what he's saying. But big business also spends a lot of money on smart stuff. He casually leaves these facts out. Obviously wouldn't jive with how he's trying to position himself.
11:14 - "In competing against them (facebook/mcdonalds LOL) you have a dramatically unfair advantage". Once again, Kern is a master in positioning.
"If you refuse to do stupid shit" - building rapport, etc etc.
12:13-12:15 - "I don't think its that bad, but clearly people have been effected by it". This is a huge demonstration of value. Kern is SUBCOMMUNICATING that he is immune to a bad economy.
14:44 - Making you conscious of his bad grammar on purpose. Builds rapport. You also would never assume that this was all planned out.
15:34 - 15:39 - "The way to break this cycle is to realize that not everybody in the world is suffering". DID YOU NOTICE how his camera man casually zoomed in the second he said that? Did you also notice how he slowed down his speech pattern?
15:56 - In NLP this is called "kinisthetic anchoring". He says "the money has transfered from segment B to segment A", when he says "segment A he scratches HIMSELF. You can doubt this stuff all day long but these subconcious anchoring techniques are taught in the seduction world. And they are highly effective. Years ago David D use to talk about these things outside of seminar rooms.
16:06 - (Said slowly once again) "point being, there are still lots of people out there with plenty of money". Again, this is classic anchoring in NLP. Everytime he speaks slowly and zooms in & out that is called a "pattern". He is able to anchor things into your mind by repeating this process over and over.
19:06 - Visual anchoring once again
Ok, this is taking way too long. Pay attention to how he speaks, his comparisons, how the camera zooms in and out. You will notice A LOT of patterns.
25:42 - when zoomed out "you can fly regular coach"
25:43 - when zoomed in "you can fly first class or you can fly private". Once again, this is visual anchoring. These things fly right into your subconscious mind.
25:47 - "Coach is gonna cost you .... err idk $500 bucks or something I REALLY DON'T KNOW". (he's doing this on purpose)
25:50 - "First class is gonna cost you around $1500" (again, intentional)
25:52 - "Private is gonna cost you $50,000". You see what he did here? He demonstrates a lot of confusion as to what coach costs. Then he demonstrates less confusion as to what first class costs. Then somehow, magically, he knows EXACTLY how much private costs.
Hmmm.. I wonder why? lol.
Anyway, I realize this stuff confuses some people. But trust me, NLP is one of the most powerful things you can learn to do. The least you can do is pick up a book and do some reading.
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