Frank Kern Fail – Toys R Not Us!

by Stew Shaw

in Internet marketing, business ethics

Post image for Frank Kern Fail – Toys R Not Us!

Two posts ago I wrote about what at the time I thought was a stark contrast between two Internet marketing (IM) gurus. One once created his online fortune under the now discredited brand name character of The Rich Jerk. This person eventually realized the folly of unethical behavior with regards his customers (his product was my first major online purchase), and he recently apologized to those he had misled into signing up for worthless and very expensive third party coaching programs.

The other guru was Frank Kern, famous for his Mass Control, among other online product offerings. In the last fortnight or so Frank has been busy preparing the market for the release of another blockbluster. He first did this via the usual recipe of giving away free stuff. In this case it was his Core Influence video presentation from 2008. I watched it all and it’s good content.

But what’s disturbed me with Frank’s latest technique to widen his net is his cheap method of appealing to prospects on the surface level – which is his term for an online fail. In the original Core Influence video Frank went to great lengths to point out that having enough money to buy all the “things” that usually symbolize success counts for nothing. Speaking from his own experience of having done this Frank said: “After 2 weeks of acquiring anything you want it sucks.”

But in his latest marketing play Frank has released Core Influence 2, a shallow content video that preys on people’s desire for expensive toys. He goes through the whole exercise of cataloguing, blow by blow, toy by toy, exactly how much money you’d need to earn per month to fund an extravagant lifestyle. You can see as plain as day where he’s going with this line of argument. Unless you sign up for Frank’s next big product release you won’t be able to earn enough to have the life of your dreams.

Sorry Frank, you’ve lost me as a prospect forever. I heard your impromptu talk at LaunchTree Live in Las Vegas last July and I was impressed with your ethics. One thing that stuck with me was when you emphasized: “Make a commitment to only serve for the benefit of others.” I thought that level of respect for your fellow humans was coming from your core and that was how you always operate online now. Obviously it isn’t and I’m disappointed.

  • I am a big fan of Frank Kern's - you have some harsh words and I accept that and commend you for stating what you feel... I didn't feel this way at all when reviewing Franks latest venture. I do appreciate your take on it and this post has opened my eyes a bit in regards to my "Why".
  • Thanks Tim. It wasn't about the latest product of his. I never got to the place of looking into that venture because of what sneaky, hypocritical tactics went on beforehand.
  • Stew,

    I think that much can be learned by watching some of the Gurus. The thing I have learned to do is shift my perspective from one of the "target" to one of the "marketer" and taking my emotions out of the equation.

    I have learned that most Major players in marketing are simply "actors" and the message is geared toward a specific target. Perhaps this particular marketing message was aimed specifically toward the greedy "get rich quick" audience.

    I honestly do not know as I am not a Kern "fanboy" and I am far too busy to watch every new product launch by every big name in the industry.

    I attempt to not judge others sense of "morality" when it comes to marketing. Perhaps one who targets the "greed" crowd, once having their attention can teach those types some valuable lesson that is for the greater good. Kerns marketing funnel I am sure runs very deep and very wide and encompasses several niche markets.

    I only know of the entity of Kern through his marketing. I don't know his personal agenda aside from the obvious being he is in business to make money or he wouldn't be in business.

    So perhaps version 2.0 was not for you....you were already in his sales funnel which obviously worked to get you. Why would he target the same audience again and again with each new launch, the list must continue to grow.

    I am not defending the man "Kern" because I do not know him or his personal agenda. I am just pointing out a different view from a marketing standpoint.

    In other words you can think Kern is an ass, and I might even agree with you. You cannot deny the marketing genius behind the sales funnel.

    It is one of the biggest gripes I have about the whole "attraction marketing" process. People get emotionally attached to the marketer and start to convince themselves that the person who is doing the attracting is somehow their friend or owes them something. In reality it is business, it's about business and it is about running the numbers through the sorting and selecting process.

    A good funnel will do all the sorting, the good marketer just keeps dumping audiences into the Theatre of Prosperity known as their sales funnel. Only 3 percent will spit out the bottom to become business partners and that's being generous. The rest will fall somewhere between quitters and loyal consumers.

    Just my .02 cents on the topic.

    Off topic:
    I enjoy your blog. I just recently came across it and you have done some excellent writing here! Thanks for sharing.

    Scott Manesis
  • [sorry for the tardy acknowledgment of your valuable contribution to this discussion - SS]
    Scott, what an insightful response - thanks for taking the time.

    Interested that you said: "You cannot deny the marketing genius behind the sales funnel." And in the context of Kern's trying to appeal to his greed seeking audience.

    Me too, I give him 10/10 for marketing genius. But on a morality scale, it's a fail. I'm a simple guy - I take people at their word. When they trash a position they once held, purely to widen their marketing funnel, I'm outta there.
  • karatedar
    Stew,
    I appreciate your candor. While I haven't seen Frank's latest video, it is sad to see his focus change to "things". They are so irrelevant in having a happy, healthy life. Guess he has some lessons to learn ...
  • Stew
    Actually he told us in CI 1 that HE HAD already learnt the lesson. What is sneaky is that he knows all the newbies and wannabes are incredibly motivated by all the toys and trinkets of the rich. So he took the easy route and tempted them further - surely knowing full well it's all worthless in the long run.
  • debbiestevens
    Hi Stew,

    I have been around long enough to see for myself that the old adage, Absolute power corrupts absolutely, is so very true. And apparently we see it again here.

    I appreciate that you have the ability to discern the true character, or lack thereof, in even people you admire. That's a unique quality.

    So sorry another one bites the dust, but I appreciate you letting us in on it.
  • Stew-

    Great post! I think Frank is a good guy and he does provide a lot of value, but I too was shocked at the stark contrast between core influence 1&2. In one video he is like, I dont need the fancy cars and big house to make me happy all a I need is a surf board and I like to attract people that like to surf and watch the sun rise every day. Then in the next video he pulls up in a Bentley talking about if you want the private jet, maid, cool clothes then you need to buy list control.
  • Quinton, you nailed it too - except for the car which was a Rolls! I say it again - what Frank really did in his latest marketing exercise was to trash his reputation by doing what he had said - in just the previous video - that we should not do. But most people can't put 2 and 2 together to realize.
  • nancyburkebarr
    Hi Stew,

    Mentor Mama is very pleased to see that someone still values integrity and a commitment to give back.

    The problem that comes up for Gurus, is that they begin to believe their own hype. They actually believe that they have some power and control in this world.

    Once that happens, it is over. They may continue to make money, but they have lost touch with reality and the idea that we are all very small in the overall scope of life and the universe.

    Mentor Mama has enough grey hair to recognize that the more we learn, the more we realize how little we know! These gurus dupe themselves more than they dupe anyone else!

    Mentor Mama
  • Hi Stew,

    Thanks for sharing you point of view and experience. It is always welcomed and useful to hear. I appreciate your no BS approach to sharing your thoughts. I agree with Lloyd when he talks about integrity. It is the core of what we need to have in order to live an authentic and true life.

    The pressure and responsibility that comes with being a guru is very great. If they do not do the work on themselves to grow to be able to handle it, then they will fall in the end. You can only be that which you believe yourself to be.

    I love to watch the approaches people take in marketing like Andrea mentions so that I can learn from them and decide which if any I can apply to what I do and definitely what I would not do as well.

    Thanks again for sharing this with us all.

    Make it a great day!
    God Bless,
    -ed
  • Grin - aahh but those two weeks before the suck Stew :)

    Think he's a sell out for giving some portion of the marketplace what they want?
    Or think he's just willing to say whatever to get the sale? (were you lying then or are you lying now)

    I actually am able to appreciate watching him operate - may not agree with all the choices all of the time - but just watching a launch and staying aware of the components and the timing, etc ... plus I always enjoy him.

    Think I'm still a fan ;0)

    Appreciate you Stew!
    Andrea
  • I'm not sure why we buy their stuff. However, it's probably good to see what they DO as opposed to what they SAY.

    I keep telling myself that is why I remain subscribed to their email blather.

    Nice post.
  • Greg I'm with you there. But the day's fast approaching when I'm going to zap nearly all of them from my inbox. It's going to be party day!
  • Hello Stew,

    We lead by example and there is definately a karma. We must take the focus off ourselves and always apply the golden rule. What we give out will come back twenty fold. I wasn't at that original table of discussion when God created; however, from experience, integrity is always the application that will generate the fruits of life.

    Have a beautiful day!
  • Ah karma and the golden rule. Indirectly saw them in action at work last week in another context. A thug punched a housemate to the ground, was picked up by the cops and taken to the hospital for admission to a psych unit for medicating etc. Two days later I was asssigned to watch him overnight as he lay in his hospital bed with a broken leg courtesy of a fellow patient.

    Your advice to take the focus off ourselves is sound. I don't see many gurus behaving that way.

    Thanks for the input Lloyd.
blog comments powered by Disqus