From Frank Kern…

It’s rare that I read about a marketing idea that I haven’t heard of – in some shape or form – before. But this one from Frank Kern made me raise one of my busy eyebrows, nod, and think, “that’s a writer-downer“.

Fortunately, it was already written down by my editorial assistant, and future superstar writer, Nick Papple. And since I’m in the Big City today and running around to some important meetings, I asked Nick to put together his extensive notes from a recent Frank Kern teaching video.

Kern’s BIG lesson for you is on why you need to focus on “Creating Characters, Not Content”. Enjoy!


Kern Says, “Create Characters”
By Nick Papple

Here are bullet point notes from Kern’s customer bonus…

The Internet is very close to face-to-face selling b/c of real time feedback, therefore you must use this feedback to tailor your product during campaigns.

According to Kern, this is the Psychology of Internet Users:

  • Search engine mindsets: a) problem/solution b) getting ready to buy
  • Blog reader: news getting/ entertainment frame
  • Email reader: “Let’s be productive” or “I wonder what’s up with so and so”.

Character beats content every time. For example, name 3 things you learned in college. Now name 3 characters from Seinfeld. Which one did you answer fastest?

Readers sign up for content but you win them over with character.

Email Identities for Your “Character”:

  • Leader, Adventurer/ Crusader, Reporter/ Evangelist
  • Kern says we “love flawed characters”. Think of ‘The Dude” in The Big Lebowski.

Story Lines You Can Swipe:

  • Before and After
  • Discover Story
  • Telling Secrets
  • Third Person Testimonials
  • Us vs Them Saga


  • John Carlton one legged Golfer ad example. Hero (discovery) meets YOU (underdog) -> redemption

“Absolution generates obedience – absolve someone of their sins and they will follow you. ” – Frank Kern (good quote!)

CB Notes:
Kern’s quote is not unlike this quote that I’ve been reviewing in my Daily Documents for years.

It is powerful, and used in the wrong hands can be terrible. But, used ethically, it can inspire people to action and help you grow your business tremendously.

The quote is from Blair Warren and goes like this:

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies.”

That is a POWERFUL quote and teaching tip.


Off to create more characters in the TT and ETR worlds,

Craig Ballantyne
“You only go through life once so you might as well be the world’s best.” – Marty Edelson

….. Surround yourself with people who are better than you…they will bring out the best in you. Keep letting (positive) people know about your ambitions, and they WILL go out of their way to help you. Trust me. And stay strong.