Mod 03 - Coaching Call Transcript.pdf - Module 03 PDFs - wree

Module 3 Q&A Call

Page 1 of 65

Frank Kern, Trey Smith, Operator, Caller

Operator:

Please welcome America's favorite cousins, Trey and Frank.

Frank Kern:

Well, hey, y’all. You know, we need a jingle. We need a jingle

that says [Singing] "America's favorite cousins. Yeah!" Like that,

you know?

Trey Smith:

I can do the "Yeah!" part at the end.

Frank Kern:

Well, I can sing it.

Trey Smith:

All right.

Frank Kern:

Well, I guess we have the jingle now. We've gotten a lot done.

That was a good call. I guess we can go.

Trey Smith:

I guess we can go ahead and hang up now.

Frank Kern:

Our work here is finished. Well, let's see. It's Friday, Module 3

call. We're talking about follow-up sequences. We're talking

about Boomerang madness. We're talking about the good old-

fashioned triangle of trust. Really some of the best stuff from my

bag of tricks and schemery revealed.

Trey Smith:

It really is. You kinda gave away the farm this week, for sure.

Frank Kern:

I know. For some weird reason, people expect stuff in return for

their money, so it's like, "Well, whatever. Okay, I'll give away the

farm."

Trey Smith:

You know, I could go ahead and hang up this call, 'cause this is all

your stuff, but I'm gonna be a real nice, good old cousin and hang

out with y'all.

Frank Kern:

Well, you know, I had so much fun last week doing the Q&A and

just talking to people, I think –

Trey Smith:

That was cool.

Frank Kern:

– we should do that again. What do you think about that?

Trey Smith:

Yeah, I liked it, man. I thought that was really good.

Frank Kern:

All right. Okay, fine. Then I insist on it. I'll go along with it if

you're gonna be like that.

www.verbalink.com

Page 1 of 65

Module 3 Q&A Call

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Frank Kern, Trey Smith, Operator, Caller

Trey Smith:

Well, fine, let's do it. Whatever.

Frank Kern:

Okay, then, we'll do it. That's exactly what we're gonna do.

Trey Smith:

Well fine, let’s do it!

Frank Kern:

You win. Okay, you win. Fine. God! Man, y'all. Someone talk

some sense into him. Stephanie, what do you think about us

opening the old call to some victims?

Trey Smith:

Oh, wait, I do wanna say one thing before we get started.

Frank Kern:

Whoa, good lord! Okay.

Trey Smith:

Everybody chill out, all right? Now, listen. Now, last week, had a

couple people kinda rambling on a little bit too long. So I'll tell

you guys what I'm gonna do. I'm gonna be watching my watch

here. I'm gonna be a watch watcher. And Frank, what do you

think? About seven minutes –

Frank Kern:

An hour and a half per call.

Trey Smith:

– around there? An hour and a half per person. [Laughter]

Frank Kern:

Oh, yeah, sure. Yeah, no –

Trey Smith:

Let's give about five to ten minutes – keep it around seven. Let's

just keep it short and sweet, 'cause I don't wanna hog up everyone's

time, you know?

Frank Kern:

Mm-hmm. Couple of time hoggers last week.

Trey Smith:

You gotta watch 'em.

Frank Kern:

You really do have to watch these people.

Trey Smith:

And I tell you what, let's do me one more favor, guys. If you've

already talked before –

Frank Kern:

Really, we should handle it.

Trey Smith:

Yeah, you know, man, I'm just – you know what I'm doing?

Setting down ground rules right now. If you've already asked a

question before, then wait until the end of the call to ask a question

again. That way we can give the people who've been trying to get

www.verbalink.com

Page 2 of 65

Module 3 Q&A Call

Page 3 of 65

Frank Kern, Trey Smith, Operator, Caller

in, 'cause I've seen a couple e-mails from people, and they have

been trying to get in on the Q&A, have not been able to do it yet.

Frank Kern:

Mm-hmm. Mm-hmm.

Trey Smith:

So just be considerate of others. That's all I'm asking everybody.

Frank Kern:

Whatever. Okay. Well, with that said, Stalin, let's light this sucker

up, you know?

Trey Smith:

Rock 'n' roll, son.

Frank Kern:

I heard that, boss. All right, Stephanie, what do you think?

Operator:

I think it's time to get started. If you do have a question, please

press the number 1 on your phone at this time. If you press the

number 1 more than once, you will remove yourself from the

question queue. And looks like our first question does come from

Carlen. Your line is open.

Caller:

Hey, Frank and Trey.

Frank Kern:

Hey, man.

Caller:

Can you hear me?

Frank Kern:

I can.

Trey Smith:

Yeah, yeah, I can hear you great.

Caller:

Good. Belated happy birthday to you, Trey.

Trey Smith:

Thank you, man.

Caller:

Just this stuff that you all are putting out is just pretty amazing to

me.

Frank Kern:

Well, thank you.

Caller:

I need to see what you would do if you were in my shoes. I have

not been into IM. I just started doing the crash-course studying in

it in the last three or four months. And I was going a different

direction. I was going into article writing and maybe doing some

PPC kinda work. And then I came across you all and the whole

List Control and the whole approach on the list. Here's my

www.verbalink.com

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Module 3 Q&A Call

Page 4 of 65

Frank Kern, Trey Smith, Operator, Caller

situation: I've been publishing a print regional business magazine

for the last 26 years. And it just dawned on me that I've got a

good, qualified list of 15,000 names, businesses in my area, which

is the Tampa Bay, Florida, market.

Frank Kern:

Uh-huh. But you're not –

Caller:

And I've got another – I'm sorry?

Frank Kern:

Are you originally from Tampa? You don't sound like it. You

sound like you're from Georgia or Tennessee.

Caller:

I'm from Tennessee and spent a little time in North Carolina and a

little time in Georgia. Okay?

Frank Kern:

- the act of being southern, as are we, as you know.

Caller:

Okay, you know that. Okay. But I don't think initially I need to

spend time on developing a list. I've got a list of about 30,000

names that I'd like to get into, and what I want to market to them –

I can't market to them that I'm an expert, and I am. But I have

sorted through a lot of different sites and pitches and whatever

else, and I think I can – those businesses, those smaller businesses

out there, seem – as you all have talked about, and I've seen others

talked about, and I've talked to a lot of the folks as well, they have

digital brochures, but they haven't done anything to really develop

a revenue stream into their business by using Internet marketing.

A large enough business either will have somebody on staff or

they'll hire an agency to do that for them.

But it just seems there are two issues. One, either a small business

owner or general manager really needs to get their arms around

this Internet marketing or at least understand it enough to know

when they're being bullshitted or not. How would you go about –

how should I go about positioning myself as some – I've obviously

got credibility in this market at this point, and people know who I

am, so I'm not having to overcome that hurdle initially. And I've

got a list, and I'm not having to overcome that hurdle initially. But

I do have a hurdle of I ain't been in this business. So how would

you –

Frank Kern:

You are in the, you're in good, good shape, because the business

that you should consider going into is the local Internet advertising

business, which is this – good God, I mean, gazillion-dollar-a-year

business. In fact, if you wanna learn a lot about how it works and

www.verbalink.com

Page 4 of 65

Module 3 Q&A Call

Page 5 of 65

Frank Kern, Trey Smith, Operator, Caller

industry insider news and stuff, there's a Web site that's

specifically dedicated to that industry that's called Borrell and

Associates –

Caller:

Boyle?

Frank Kern:

Borrell, B-O-R-R-E-L-L. And I would just Google it, and if you

misspell it, it'll correct you and show you the site. But I was on

there the other day. And I mean, for example, just the city of

Honolulu, I think it was, spent $107 million last year on online

advertising. And here you are with a list of local businesses that

know, like, and trust you and probably know already that they need

online advertising help and don't know where to get it.

So there are a couple models that people follow in this business.

One is to give 'em a site and manage their campaigns and mark up

the ad spend and make money on all of that kinda stuff. I think

that model is profitable, but it's flawed because it makes it very

difficult for the business owner to see a positive ROI on the

transaction, and, therefore, they don't stick.

Another model is to sell 'em a site that actually generates a phone

call, and sell that for a premium but not a ridiculous premium. I'd

do it in the $1,500.00 range or something, as opposed to the

normal $5,000.00-from-the-kid-down-the-street range. And then

for a monthly management fee, just manage your PPC campaigns

for them, and pass their ad spend direct to them as opposed to

marking it up, which doesn't get as much money out of the

merchant but is really, in my opinion, a better – oh, sorry, a better

– I almost ran into somebody. I'm pacing around here. A better –

Caller:

To sell them a site. You mean I would develop the site?

Frank Kern:

Yeah, and what I would do is I would develop templates for the

site, because there's two categories of businesses that are gonna

need online advertising. There's the business that sells things

online, and there's the business that is using the Internet to replace

the Yellow Pages. And I would go after the latter, because if

someone searches for "Tampa plumber," for example, they're not

gonna, like, sit around and research Tampa plumbers. They just

don't use the Yellow Pages anymore, and they got their iPhone out,

and they wanna make the damn leak stop, like, right now. They

just discovered it, you know? They're in that pre-transactional

frame of mind.

www.verbalink.com

Page 5 of 65

Mod 03 - Coaching Call Transcript.pdf

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